Doctors who aren’t adding a retail stream to their practice run the risk of falling behind.
As a cosmetic practitioner your business is based on meeting the expectations of your client through clinical treatments offered in your practice. This was the norm over a decade ago. However, savvy doctors are now business- builders and realise that retailing can elevate a cosmetic practice to a new level.
Many doctors are uncomfortable about retailing in their practice as most have had little experience in businesses and marketing. They feel they may alienate their patient if they try and ‘push product’ on them. If you consider retailing products as part of an education process, your patients will be open to your professional suggestions.
Adding a retail stream to your practice is good medicine, good patient service, and good business. The following outlines the main reasons to add product dispensing to your practice.
1. Synergy of products with clinical treatments
A good skincare regimen incorporating active cosmeceuticals, creates the foundation of good skin for your patients. Your laser, IPL, injectables, peels and even surgical procedures can all be coupled with the cosmeceutical essentials. Clinical and surgical results will be improved and post treatment risks (such as PIH) may even be minimised when combines with clinical skincare.
The Synergie Practitioner range for example, offers an introductory kit called the A to Zinc essentials. This starter pack comprises the essential A/B/C serums (stabilised retinol, niacinamide and L-ascorbic acid) plus Uberzinc, a mineral UV protective moisturiser.
This enables your patient to be introduced to a simple but effective routine with a minimal financial outlay.
Many doctors and practice managers bundles the cost this Synergie intro-kit with the procedure price. This has proven to be highly successful as the patient, after experiencing positive results, repurchases individual full sized product as the kit products are used.
2. Optimal results and happy customers
Introducing your patients to an active skincare routine that actually works is the simplest way to gain the trust of a patient. Products dispensed from a medical practice are dermalogically active and have accessible clinical data to support results. Using the right skin care products are an integral element of most clinical treatment plans.
Your primary objective is to gain patients who are happy with their results. An efficacious skin care range is one of the most economical ways to create positive change in the skin without potential patient risk. Your procedures will create a change, but efficacious products, used seven days a week will enhance and maintain your clinical results. Great results mean happy clients. Happy clients will return.
3. Word of mouth referral
Word of mouth referral is one of the most powerful tools for gaining new patients. You are far more likely to have a word of mouth referral through the results of great skincare than via a surgical or injectable procedure. Patients are less likely to be open about having a facelift or even cosmetic injectables. However, they are far more likely to discuss the great results of a product on their skin tone and wrinkles. A good range will lead to new client referral.
4. Leverage with an additional income stream
Trading your valuable surgery time and your staff’s clinical procedure time for revenue leaves you shackled to your business. Creating a passive income stream through skin care dispensing means that your patients are bringing income into your practice whether you are there or not. Setting up a successful income stream via retailing needs a strategic plan and this is a team effort involving your team and the skin care supplier. Synergie BDM’s are trained in helping you develop your business through educating your patients and team on the value of medical grade cosmeceuticals. Training is fundamental and you should not consider dispensing products until your staff are thoroughly trained. Remember, you are the experts.
5. Use the EAS rule
Instead of ‘selling’ incorporate EAS rule into your business: Evaluate, Advise, and Support.
- Evaluate: Diagnose the patient and thoroughly assess their skincare needs. Take the time for a formal skin consultation with you or your therapist as part of their treatment plan.
- Advise: Recommend the right product regimen for their specific concern. Discuss the benefits of the ingredients that their skin needs to create their desired outcome. You are not ‘selling’ a range you are giving them professional advice.
- Support: Provide education, simple written information and ongoing skin management.
Remember, you are not selling; you are helping and educating your patients to achieve the best results for their skin. You are a trusted professional and are seen by your patient as providing the correct information to empower them to make their own decisions. By reframing the mindset of yourself and your team you can help your patients achieve the very best outcomes and add an additional revenue stream to your practice.
About Terri Vinson
Terri Vinson is a cosmetic scientist with majors in immunology and microbiology, and a member of the Australian Society of Cosmetic Chemists (ASCC).Terri is considered an expert in the field of cosmeceuticals and is a regular writer for industry publications including Cosmetic Surgery and Beauty Magazine, Professional Beauty Magazine and Vogue Australia.
For more information visit www.synergieskin.com
