Primetime Success with Cutera®
Information Covered
Listed below is the information that can be covered through the “Primetime Success with Cutera” Program. Some of this information is documented in the binder while the rest may be covered during on-site training.
Overview & Objective of Marketing/Consulting Service Introduction to Marketing
- Definition
- Importance of Marketing in Business
- Budgeting for Business Marketing
- Types of Marketing
Demographics
- Customized for Customer
- Analyze demographics of region
- Key factors to look for in growth and stability of given market
- Analysis of household income, social, economic standards
- Analysis of potential catchement area to draw business/clients from
- Analysis of strengths and challenges in given area
Planning the Business:
- Leasing/Financing of Business-options pros/cons
- Location of the Business-leasing/purchasing
- Space Requirements & Physical Lay-Out
- Leasehold Improvements
- Furnishings & Design
- Business Insurance—commercial & liability coverage
- Legal Obligations & Considerations
Staffing & Training:
- How to Recruit Dynamic Staff (provide employment ads)
- Tips on Interviewing Candidates
- How to Conduct Telephone Interviews
- Employment Contracts (provide generic employment contracts)
- Job Descriptions
- Checking qualifications of applicants
Competition
- Analysis of competition for customer
- Mystery shopping
- How to position yourself favorably in market
Start Up of the Business:
- Equipment
- Supplies (list of often used supplies and suppliers)
- Computerized vs non computerized clinic
- Effective medical charting system
- Accounting, bookkeeping systems
Promoting and Advertising Your Business:
Internal Marketing
- Waiting Room Displays
- Brochures
- Letters to existing Clients/Patients
- TV/Computer Video Loops
- In house events (seminars, open houses, educational workshops)
External Marketing
Advertising
- Yellow Pages
- Website/Internet
- Newspapers
- Magazines
- Billboards
- Radio/TV
Sponsorships
- Charitable Fundraisers
- Trade Events
- Co Business Marketing
Networking
- Physician Colleagues
- Community Events
- Esthetic & Salon Owners
Public Relations
- Newsworthy
- Positioning your Business
- Press Releases
- Media Alerts
- Media Interview Guidelines
Tracking Marketing Measures
- How to evaluate and track effectiveness of marketing measures
- Measuring ROI on marketing and advertising mediums
Handling Phone Queries
- Importance of handling phone calls effectively
- Freely giving information
- How to gather information and take control of phone call
- How to turn phone call into consultation
Consultations
- How to greet and welcome clients
- Registering Clients
- Conducting effective consultations
- Fee (yes or no)
- What to cover
- Warning signs/Unreasonable expectations
- Consent Forms
- Benefits of saying no to clients
Treatment Packaging & Pricing
- Suggested Price List
- How to Combine Treatments
- Payment Plans
- Pre and Post Treatment Protocols/Guidelines
- Charting treatments and progress
Photography
- Importance of taking photographs
- How to position and catalogue photographs
- Effective tips for taking best before & after photos
Treatments
- Creating a relaxing and comforting environment
- Allocating appropriate time for treatment and clean up
- Who does the treatments?
Growing Your Business
- Expanding Your Treatments & Services
- Adding Other Products
- Liaising with other businesses
- Invitation-only special events for clients
Challenges
- Cover standard challenges experienced in first year of operation
Resources
- List of contacts for suppliers and other resources
- Clinical studies on treatments-White Papers
- Growth Cycle of Hair