1. law, govt and politics
2. legal issues
3. legislation
4. building laws

BUILDING ON
SUCCESS
BUILDING
ON
SUCCESS
WHERE IS THE BUSINESS
• As long as I’ve been an esthetician I’ve realized that I can
physically only see 35-40 patients per week. I wasn’t going to get
anywhere by simply doing service after service. The real money
lies in the sale of products.
• This may instill fear and apprehension in the physician, but the
reality is, without product sales, the profitability of this venture will
fail.”
Susanne S. Warfield, Medical Esthetician
Reference: Warfield, S. “Guide to Building a Medical Esthetic Practice”. Paramedical Consultants, Inc. 2001
BUILDING
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SUCCESS
WHERE IS THE BUSINESS
• Defining the Skin Care Patient
– Consumer Demand-The “Boomers”
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76 million baby boomers want to defy aging–major force in
aggressive cosmetic technology development and
“anti-aging medicine.”
Baby boomers and older comprise 51.2% of
US population
Paradigm shift with increase in patients seeking “desire
dermatology” and cosmetic surgery
Less demand for aggressive surgical procedures and
significant post-operative recovery
Patients focused on wellness model of skin health
Reference: Werschler, W.P. Skin & Aging, October, 2000, pp. 24-29
BUILDING
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WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 20-30’s
– 20’s: Prevention, photo-protection, acne and hyperpigmentation
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Treatment: skincare products; sunscreens; peels; glycolic acids
– 30’s: Photo-protection and minimizing of photoaging
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Treatment: skincare products; Botox injections; filler injections;
breast augmentation; liposuction; peels
Reference: AAFPRS Newsletter, Fourth Quarter 2001
BUILDING
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SUCCESS
WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 40-50+
– 40’s: Correction of photoaging

Treatment: skincare products with more exfoliation;
chemical peel; blepharoplasty; microdermabrasion; IPL
– 50’s+: Reverse
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the damage - photoaging
Treatment: skin care products, facelift; tummy tuck; laser
resurfacing
BUILDING
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SUCCESS
The Four Cornerstones of a Practice
• Every patient who walks in the door should be given
the opportunity to learn about:
– Obagi Systems (Product or 1st Cornerstone)
– Non-ablative Procedures (2nd Cornerstone)
– Elective Surgeries (3rd Cornerstone)
– Disease/Trauma (4th Cornerstone)
The Four Cornerstones of a Practice
BUILDING
ON
SUCCESS
BUILDING YOUR PRACTICE
Where is the BASE business? Right in your current
practice!
– 36% of cosmetic patients are repeat patients – Ask your staff
to look through their existing files for potential patients
– 34% of cosmetic patients have multiple procedures at the
same time – investigate all option – teach your staff to include
skincare products with the procedure
– 51% of procedures are performed in the office
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Offer combination of therapies in tiered fashion
Offer both “disease” and “desire” therapies
Patients can begin with simple cosmetic procedures/products
and build up to more sophisticated ones
BUILDING
ON
SUCCESS
BUILDING YOUR PRACTICE
• Where is your NEW business? Look for . . .
– Patient Referrals. Do a “Bring a friend mailing or
patient appreciation event.”
– Nearby corporate buildings or large companies
– Hook-up with health clubs (Curves, LA Fitness, The
Spectrum, 24-Hour Fitness)
– Hook-up with bridal stores
– Hook-up with community associations/societies
(churches, Women’s clubs, political organizations, etc.)
BUILDING
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The Role of the Receptionist
– Who do you have saying “Hello”?
 Maintain a neat reception area. Make sure brochures are neatly
displayed in reception area/procedure rooms/bathrooms
 Reduce the clutter
th
 “Seasonalize” product display area. Valentines, Spring, 4 of
July, Summer, Fall, Halloween, Thanksgiving, Winter Holiday,
etc.
– The Receptionist and entire staff should have a fundamental
understanding of skincare products sold in the office
– Receptionist should be able to refer existing or potential patient to
appropriate person in office for more detailed consultation
– Train your receptionist to cross-sell; it can be indirect
BUILDING
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The Role of the Aesthetician and/or Nurse
• According to industry surveys, estheticians can generate an average of
50% of their gross daily revenue in product sales
• Always set up next patient visits
– Walk skincare patient to front desk to re-book
– Put a system together to follow-up with patients
• Track referral sources and send “thank you” letters to referring individual
– Ask your patients to send in a friend and then send a “thank
you” note or small gift for the referral
– Have a referral card for the patient to give to the friend to
bring in
BUILDING
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SUCCESS
The Role of the Aesthetician and/or Nurse
• Listen to the patient’s needs
– Review patient questionnaire
• LAER to fully understand patient concerns
– Educate patient on the Obagi Systems Skin Transformation Process
• Utilize Obagi Systems Brochures, Before and After Pictures
– Be creative - create your own educational guide to Skin
Transformation
– Share one Obagi Success Story!
– Utilize Obagi Guide to Skin Transformation
•
Schedule Follow Up
– Let your patient know that you are committed to helping them
achieve transformed skin
BUILDING
ON
SUCCESS
The Role of the Office Manager
•
Oversee and aid staff in implementing a skin care program
– Develop office protocols that allow all patients, current and
new, to learn about skin care
– Give every patient who walks in the door the opportunity
•
Implement quarterly in office promotions
– Featured product of the month specials
• Gift with purchase promotions
– Utilize your Obagi Sales Representative to plan your yearly
Obagi Marketing Program
BUILDING
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SUCCESS
The Role of the Office Manager
• Establish Practice Goals for Skin Care Sales
– Brainstorm with staff on how to reach these goals
– Set goals or programs for growth of skin care sales
– Measure, monitor and motivate the staff
•
Establish Employee Incentives
– Percent of product sales
– Percentage of sales for new patients
– Quarterly commission plans
– Yearly bonus plans
BUILDING
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Role of the Physician
• Be friendly; the staff will follow your lead
– Create a teamwork environment; your patients will
“pick-up” on the feel of the office
• Support Staff Incentive Programs to help build Skin Care Business
– Create staff incentives within practice to grow the business
(individual and/or team orientated)
– Set monthly goals or objectives and support staff to achieve those
goals
• Participate in new and existing Patient Events, open houses, etc.
• Inform patient of the benefits of Obagi Systems
– Reassure the patient that they are receiving the best in Rx Skin
Care treatment
– Reinforce the treatment programs prescribed by Nurse/Aesthetician
BUILDING
ON
SUCCESS
BUILDING YOUR PRACTICE
In-office marketing ideas:
Replace magazines in waiting areas with your
before and after cosmetic surgery books –
patient and staff photos
 Discount products two times a year to increase
business in slower months
 Feature a product or service for the month
 Video with infomercial in waiting areas and exam
rooms
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BUILDING
ON
SUCCESS
BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
Patient Surveys so you get to know your patient’s needs
• Develop 5 different success stories to share with patients
on a rotating basis and then ask for the referral if patient
knows someone in that same situation who could benefit
from cosmetic services
• Website updated on regular basis
 Create a service menu professionally displayed in
reception area and procedure rooms
– One for the office
– One for the aesthetician
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BUILDING
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SUCCESS
BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
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Offer free skin care consultation on first visit
Offer discount package – mix the cornerstones
Monthly or quarterly newsletters – e-mail
Have a Loyal Patient Reward Program that encourages existing
patients to try new cosmetic services and directs new cosmetic
patients to practice
– Remember special days for key patients to build loyalty – great for
the aesthetician or receptionist to manage
 Example: birth date, anniversary, referrals, hobbies, etc.
 Have a set of Birthday/Anniversary/General cards in your office
BUILDING
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Transform Your Practice
• Obagi Practice-Building System
• If you take advantage of all four Obagi System
opportunities, you are sure to grow your business
BUILDING
ON
SUCCESS
Transform your Practice
It’s been proven that participating in any of the
Obagi Practice-Building System Programs
can grow your business
But
Participating in all four can
Transform your Practice!
BUILDING
ON
SUCCESS
New Patient Additions
• The number of
new patients
added to practice
• Obagi will help
you put a plan
together to
succeed
BUILDING
ON
SUCCESS
The Growth Planner
• Most skin care lines say they work to
help improve skin condition
• At Obagi, we help you transform your
patient’s skin, while simultaneously
building your patient base
How much do
you want to grow?
BUILDING
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SUCCESS
Growth Planner Worksheet
• Use this worksheet to
start a custom Obagi
Practice-Building
System for your office
BUILDING
ON
SUCCESS
Top 12 Practice Builders
1.
Maintain existing patient base and identify new patient on a monthly basis by
participating in the Four Obagi System Practice-Builder Programs
2.
Maintain a neat reception area that supports your practice’s services
3.
Make sure your first impression is a good one!
4.
Implement LAER – Objection Handling
5.
Referrals – ask patients for referrals
6.
Make sure every staff member knows the skincare products you sell in the
office.
7.
Share patient success stories and refresh/rotate them on a frequent basis
8.
Implement/rotate one or two in-office marketing programs every quarter
9.
Set monthly expectations/goals for your staff and support them in achieving
them
10. Walk skincare patients to front desk to re-book
11. Make use of patient’s waiting time in the reception area and procedure rooms
12. Have a product inventory system in place
BUILDING
ON
SUCCESS
The Obagi Systems
Give every patient the opportunity to have
transformed skin:
Obagi Nu-Derm
Obagi-C Rx
Obagi Professional-C
& Cffectives
BUILDING
ON
SUCCESS
Obagi Systems
Thank you for
joining us today!
BUILDING
ON
SUCCESS
BUILDING
ON
SUCCESS