The KISS Principle

The KISS Principle – Keep it Simple, Stupid

No matter the city or location, medspa and laser skin care center owners all say pretty much the same things, talk about the same challenges.

There’s no point being grumpy about it. But marketing your Medspa doesn’t have to be confusing. Do the simple stuff first.

Here are the top complaints:

• “I want more patients, and I don’t know how to get them.”
• “I want my patients to come back more often, and spend more money.”
• And “I want to get ‘off the tools’ but I don’t know how.”

There’s a whole seminar, a dozen books and several university degrees in every one of these questions, but for clarity, let’s just deal with the top two. The faster you find answers to those two, the easier it is to find an answer to #3.

First, some basic Marketing 101.

There are only TWO types of people: Clients you already have, and ones you haven’t met yet.

And it’s a mystery to me why so many business owners spend ALL their time, energy and money, busting a gut to constantly find new customers, while ignoring the farm in their own backyard.

For years a prominent hair replacement surgeon has paid every month, to advise her on marketing.  This surgeon is spending many tens of thousands of dollars a year on newspaper and Yellow Pages advertising to attract balding guys willing to pay an average of $14,000 to get their mojo back.

But the business has the names and addresses of over 8,000 guys who, over the years, have put their hands up and said ‘I’m interested?’ – and haven’t signed up.

Astoundingly, the surgeon doesn’t spend a single dollar on so much as a monthly newsletter to these highly-qualified, very warm leads. And yet we KNOW that if you market to people regularly, with a worthwhile, interesting newsletter, 80% of them will buy from you over a two-year period._

Do the numbers: if only ONE PERCENT of them signed up in a whole year, that’s EIGHTY customers @ $14,000 average = $1,120,000! The whole business only does about $2 million annual sales!

Talk about ‘acres of diamonds’!

So, let’s keep it simple. Here’s a very basic framework/schedule – the bare minimum requirement – for marketing to both get new patients, and get your existing/new patients coming back.

To Get New Patients

1. an ACTIVE – not passive – referral program. It’s a systemised, generous referral program designed to get your best patients referring their friends and colleagues. (Why ‘best’ patients? Because people tend to hang around with people like them. If you want impoverished, penny-pinching patients, sure, ask those patients to refer their friends.)
2. Lead-generating mailbox flyers, newspaper ads, street signs and window posters. Essentially, lead-generators involve making an introductory offer of some kind of FREE service – with restrictions on numbers, days available etc, to drive them in on days when your appointment book is empty anyway – with the purpose of getting the prospect’s backside in your chair or treatment room for an hour or two. That’s when you sell to ‘em, not off the page.

Why would you offer something free? Because, silly, you know that an average patient is worth $X to you in a year? and you know if you get ten new prospective patients in the door, you’ll keep say 5 of them for the long term. Five times $X = ?

You need to know your numbers!

To Get Current & Past Patients Coming Back: Here’s the very basic stuff.

1. Regular (Monthly!) newsletter. Anything less than monthly is a waste of time. There is a whole seminar just in newsletters. It doesn’t have to be glossy, ‘professional’. In fact, the more it looks like it’s been hammered out on an old typewriter on your kitchen table, the better. Personal stuff, about you, your kids, your staff? and with an offer in it. Simple, single sheet of double-sided paper, an envelope and a stamp, and the job’s done.)I cannot stress enough the value of a regular newsletter. They always produce sales, always bring in more than they cost. And they keep your patients close. And they generate referrals.
2. ‘Raise the Dead’ letters: go to your database, pick all the patients you haven’t seen for three months or more?and send them a letter with an offer in it. And for those who don’t respond, send them another letter. Do this every three months.
3. New Patient Letters. If they don’t immediately re-book, every first time patient should be receiving a series of follow-up letters, offering them a Gift Voucher to re-book NOW.
4. Memberships. Want your patients to pay a year’s worth up front? Or commit to a regular credit card payment every month? A member of your ‘Premium VIP Club’ who’s paid for a year of services up front isn’t going anywhere else. Plus, once they’ve spent the money, they’ll soon forget about it?.and spend more on products every time they come in.
5. In-Spa special promos. One smart spa owner produced a series of big posters offering a range of value-add services ranging in price from a couple of hundred bucks right up to $500 or more. These offers were placed all over the spa.  And for a month, the staff talked them up, holding people back till the beginning of the following month. They sold over $16,000 worth of these packages in a matter of days. And the more expensive ones sold best!

There you have it. If you employ only that handful of strategies, do it regularly, do it well, you cannot fail.