Power to Your Practice

Whether it's the visceral giddiness evoked by a Disney character or the heroic empowerment from a Nike sneaker; powerhouse brands have a deep-rooted presence in our lives. Their undeniable emotional impact is the result of meticulous and consistent efforts spanning several decades and countless marketing plans. These iconic brands exist all around us and after working with aesthetic practices for over a decade, I have found that a strong way to boost your business is to simply become a curious observer of the great marketing you are surrounded by.

One such real-life lesson that recently captivated me was the blending of organized group runs and strategic marketing efforts. As a runner, my curiosities were instantly piqued when I received the first email blast for a “branded 5k.” This for-profit activity encouraged everyone to dress in costume for the run and attend a post-race party. Since that first blast several years ago, I have seen the full spectrum of themes emerge ranging from Zombie and Foam runs to Chardonnay and Wacky Walks.

These coordinated activities, charging $10-$100 a spot, have been around for many years but seem to be multiplying by the minute due to their undeniable popularity and viral appeal. Out of curiosity, I recently bit the bullet and signed up for the Color Run. I grabbed my running shoes and a partner in crime before heading to Portland for their next event. My goal was to participate as a student and see if any marketing strategies could be extrapolated from this colorful experience.

Throughout the hot summer day, I took notes as the vibrant events unfolded around me. After crossing the finish line, I watched an excited crowd dance to “club-music” while triumphantly throwing “color packs” into the air. As neon puffs descended onto the masses, a formula for success seemingly emerged. There were numerous branding and marketing elements all working together to make the Color Run a huge success. To my delight, much of the strategy could transfer into aesthetics. Below is the RUNNERS formula that can help your practice create a brand, promotion, or campaign.

The “RUNNERS” Formula

Right Messaging

The concept of “positioning” is one of the most underutilized strategies within the aesthetic space. Positioning simply entails proactively providing your market with the right message for your brand. Rather than waiting for your audience to interpret and determine the goal of the business, tell them what it is. The Color Run, for example, has the tag line of being the “Happiest 5K on the Planet.” From the first time I saw their ad on Facebook through the last email I received, my view of the 5K was consistently shaped by this phrase. Positioning efforts consistently reinforced the positive emotions they hoped would become associated with the event and became the foundation for their brand.

Example of a plastic surgeon and dentist splitting the cost of a bag to cross market to each other's patients.

Practices often send mixed messages to patients by not properly introducing and positioning the variety of aesthetic treatments they offer. Patients are left to differentiate between all the devices or treatments on the market. Consider developing a positioning statement for your office and for any new device or service you might incorporate into the practice.

Uniformity

Consistency is key. Having a uniform message is one of the most effective ways to build a brand. In an attempt to attract new patients, many practices seemingly re-invent the wheel with each piece of collateral they print. Campaigns and promotions can change, but the core of the brand should remain consistent and easy to recognize. A good way to test your marketing is to take three of your printed pieces and compare them. Are they related in appearance with a similar message? If you were to cover the contact information, can you tell by the colors, images, and content that they are part of your brand? If not, you can begin to increase the return on your investments by creating a more unified voice. Moving forward, strive for consistency throughout all marketing efforts to help ensure promotions are working together to strengthen your brand.

The Color Run was flawless in exercising this concept. They transformed a raceway into a colorful and jubilant running track that perfectly aligned with their mission. Through t-shirts, shoe decorations, temporary tattoos, and neon headbands, participants were literally drenched in the distinct essence of the brand.

A simple sign can help encourage referrals.

Niche Marketing

There are two approaches that practices typically employ for their marketing efforts: “the shot gun method” or “the rifle approach”. Although it is not usually a conscious choice, the shotgun method is often used by default and typically leads to a lower return on investments. “Shot-gunning” involves throwing as many messages into an open-market as possible and hoping the information hits the right target. This approach often involves rapid, random efforts that rely on “chance” to find ideal consumers.

Conversely, the rifle approach focuses specifically on pre-selected targets. It involves taking methodical shots into a narrow group. This method arms you for success as you are specifically working within a “niche” and directing your efforts towards identified market segments.

For your practice, you have likely selected ideal primary and secondary audiences. These segments should represent a group of people that share similar characteristics to the type of patients you are hoping to attract. When planning a promotion, you may want to move away from mass-marketing and instead speak directly to the market segment where you are likely to find these desired patients.

A classic example of these approaches in action involves advertising specialized treatments, such as “mommy makeovers”. You could pay to be in a community publication that reaches everyone in your town or choose to advertise in the local parenting magazine that targets moms.

The color run was very effective at targeting runners. The first encounter I had with their brand was through an email blast sent by an athletic store. I continued to see advertisements on Facebook through local running groups and also saw promotions in fitness magazines. The Color Run had defined the segments of the market they were hoping to reach and employed multiple, strategic efforts that allowed them to successfully flourish within their niche.

Networking

Strategic networking can be one of your greatest opportunities for growth. Think back to your primary and secondary markets and now think of businesses that share this target audience. Chances are quite a few non-competing organizations would benefit from reaching the same segment of the market you are trying to connect with.

Together, you can join forces and budgets to strengthen your impact. Whether you split the cost of an advertisement or host a joint event, networking with like-minded businesses is a strong way to expand your patient base. For practices that I have worked with, we put this idea in action by partnering with dieticians, hair salons, personal trainers, clothing boutiques, etc. Too often practices fail to see synergistic growth opportunities in their own backyard.

In addition to splitting costs, you can gain an introduction to a new subset of your target market when you align with a complementary business that has an existing client base. Identify three businesses in your area and consider how you can unite to expand your reach. A great place to start is hosting joint events at each other's facilities.

While participating in the Color Run, I was able to interact with their partners and receive samples and product information from nearly a dozen companies. KIND bars were handed out and participants were able to sign up for promotional updates and coupons. SHOUT was giving away laundry detergent to help remove the color from our clothes and Crystal Light was proudly showing off their low-calorie drinks to this presumably health-conscious crowd. Networking can extend the reach of aesthetic practices and increase the overall value of your offer.

Engagement

There was stimulation all around us during the run. Despite the staggering temperature, each participant was strategically engaged in the experience through music, laughter, outrageously happy workers, food, drinks, and visually tantalizing color displays. The best brands know how to intertwine emotions and sensory experiences into their marketing plans. This concept known as “sensory marketing,” entails engaging the consumers on multiple levels to try and affect their behavior. Having club-like music, for example, was a subconscious trigger to associate the Color Run with hip, exciting, and trendy social experiences. The stage, band, and explosive bursts of color gave visual and auditory associations that the audience could relate to, further influencing perceptions of the brand.

The most memorable aesthetic practices relate to their patients on a similar level. These offices have an atmosphere that is pleasant, clean, and fragrant. Many have visually pleasing artwork or well-coordinated décor. They typically offer beverages and have fresh coffee available. Some have mints, candy, or snacks on-hand and many have music playing. These small initiatives help create a positive emotional connection to your office. Consider inexpensive ways to pleasantly engage your patients' senses to help them truly absorb your brand.

Share-ability

It's no secret that women like to travel in packs. We are notorious for dragging our friends to everything from the theater to the restroom to “powder our noses.” One of the quickest ways to double your reach is to tap into the female desire to share. Encourage patients to “bring a friend” to your events by adding a line to printed materials that reminds them to pass the literature on to friends and family. You can even create a sign that says “the greatest compliment you can give us is a referral.” This is a gentle way to remind happy patients the power of a sharing a recommendation.

Building a business through word of mouth referrals is one of the healthiest signs of growth. Further, it is commonly known that a referral from a trusted source will have a significantly higher conversion rate than a cold lead. As a practice, you'll want to borrow some ideas from the Color Run by making sure your messages are “share-worthy.” Provide talking points about your practice by regularly sharing news on your service offerings, events, or promotions. Nowadays it is easier than ever to do this with social media and user-friendly email blasting services.

The Color Run carefully worded their communication to encourage multiple registrants. They promoted the “party-like” atmosphere and used suggestive verbiage that urged everyone to invite their friends and share the experience. With the addition of a few simple words to your future promotions, you can quickly grow your database by speaking to the family and friends of your current patients.

Take Away

As a culture we are submersed in the outcome of meticulous branding efforts put forth by great marketing minds and budgets. We experience the end result of million dollar campaigns everyday but often overlook the lessons lying within. From sporting events and concerts to restaurants and cars, we are fortunate to have the ability to become students of the best marketers in the world. All it takes it a little bit of effort and awareness to extrapolate the strategies.

I encourage you to become a critical observer of the brands around you. Study them and pay attention to what piques your interest. Take the best components of the campaigns that you see and simply adapt them to fit the needs of your practice. So the next time you “lace-up” to begin a new marketing project, don't forget to jog through the RUNNERS formula for growth that was inspired by the happiest 5K on the planet.

Tracy Drumm Weldon is a medical marketing expert with over 12 years of aesthetic experience. Check out her latest book aesthetic marketing book at www.drivethebook.com for more impactful tips to grow your business.