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IMCAS World Congress 2024
Program

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136

Marketing and practice management - Contributed talks

Room: Room 252 - Level 2
Date: Friday 2 February 2024 at 08:30 to 10:00
Format: CONTRIBUTED TALKS > session made up of abstract submissions that were carefully reviewed and selected by the Scientific Board

Chairs

Ildi ARLETTE

Marketing consultant

Canada

Dr Said HILTON

Dermatologist

Germany

Lectures of the session

Hours	Speakers	Lecture title	Abstract	Number
08:30	Dr Sam DEVICTOR	Building a partnership: dermatology and facial plastic surgery	View	130420
08:39	Jessica HUNTER	Key Performance Indicators - What three KPIs you should be tracking to make better business decisions		136658
08:48	Audrey NEFF	Improving patient retention & loyalty through membership programs	View	130419
08:57	Mahran ASHOUR ELSAIED MOHAMED	How to build and maintain trust with your patients!	View	130417
09:06	Valerie MIGNON	Education vs. entertainment - Rethinking social media	View	130421
09:15	Jeanette POEHLER	Navigating challenges in practice management	View	130418
09:24	Rick O ' NEILL	Black belt digital for medical aesthetics	View	130422
09:33	George SCANDALIS	Strategies for boosting sales and navigating challenges in the cosmetic medicine industry	View	130416
09:42	Aleksandar JOSIPOVIC	Transforming aesthetic medicine and plastic surgery: the digital revolution powered by AI	View	133337
09:51		Q&A		130423

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Practice management & marketing

Industry strategy

Patient communication & psychology

Digital communication & social media

Finance

Dr Sam DEVICTOR

Facial Plastic Surgeon

United States

Other author(s) :

Building a partnership: dermatology and facial plastic surgery

Objectives: Optimizing production by creating partnerships with other physicians in complimentary fields

Introduction: As doctors, we want to be able to apply are skills and expertise to help them achieve there functional and aesthetic goals. As surgeons, we want to be able to utilize those surgical goals and perform the procedures that we love.

Materials / method: Identified and pursue physicians with complimentary roles to your businesses goals and future plans in regards to services provided and procedures performed

Results: To provide patients with an all encompassing experience we are often left performing tasks we don’t necessarily want to be doing. That may be Botox and filler for some while for others its discussing skin care or performing lasers. The majority of surgeons will utilize other members of their team such as NPs, PAs, RNs, or aestheticians to perform these services. I present an alternative method which centers on creating a partnership with cosmetic dermatologists as well as Mohs surgeons if desired, allowing for greater expansion of services, in-house referral base, and greater revenue potential

Conclusion: In this presentation, I discuss the challenges as well as the benefits of partnering with dermatology to create a more efficient and lucrative business relationship for your practice.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Jessica HUNTER

Marketing consultant

Canada

Other author(s) :

Key Performance Indicators - What three KPIs you should be tracking to make better business decisions

Objectives: Key Performance Indictors (KPI’s) provide us with valuable information to make better, more informed business decisions. These can be used to establish revenue targets or goals, evaluate provider performance, treatment profitability and overall clinic profitability or productivity. Although there are multiple KPIs to measure within medical aesthetics, the top three that every owner should track monthly and yearly is revenue per provider, revenue per patient and profit per treatment. These three are the most impactful KPIs to track to measure performance, efficiency, and profitability.

Introduction: Understanding how to effectively run a medical aesthetic practice can be overwhelming when you are not equipped with the tools, resources, and information to be successful. Although many aesthetic owners are experts in achieving optimal outcomes, most have little or no experience in how to operate a successful business. Creating key areas of focus can simplify the how and where owners can impact their clinic’s revenue, profitability and/or efficiency. Key performance indicators (KPIs) can be defined as what we measure to understand where to focus our time and attention on within our business.

Materials / method: Revenue per provider
This is the amount of total revenue generated by one provider divided by the number of hours they worked.
Revenue per patient
This is the amount of total revenue generated in a certain period divided by the number of patients seen within the same time period.
Profit per treatment
This is the amount of revenue generated (after expenses) for each treatment or service provide at the clinic. This is determined by adding the treatment expenses and dividing that by the patient cost of the treatment.

Results: Revenue per provider is used to measure how productive your providers are at generating revenue each hour they are working at your clinic. This will allow you to know how much money we are making from each provider. This will also allow you to compare providers to each other to know who is generating the most amount of revenue. Revenue per patient will give you an average patient spend to determine what you may need to improve on with your cost of services, consultation process or staff performance. Profit per treatment will determine the profit each treatment brings in for the clinic.

Conclusion: As a business owner, it is important to have clear and concise understanding of where and how your clinic generates money. This allows you to know how to market your business, support your staff as well as invest time, resources, and energy. Not only do Key performance Indicators (KPIs) allow for business owners to create revenue targets and goals but they also allow for benchmarks and measurements for tracking their business growth and development.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Audrey NEFF

Marketing consultant

United States

Other author(s) :

Improving patient retention & loyalty through membership programs

Objectives: -Identify why patient retention is more cost-effective than patient acquisition
-Identify the average cost per lead in medical aesthetics
-Learn how to build a monthly membership program in your aesthetic practice
-Learn how to build a beauty banking membership program
-Learn how to build a loyalty rewards program
-Identify how to increase MRR (monthly recurring revenue) and ARR (annual recurring revenue)
-Understand the direct correlation between patient retention and profitability
-Review a real-life practice case study with financials of recurring revenue growth

Introduction: It can be up to 2-6x more to acquire a new patient than it is to retain an existing one and 80% of a practice’s revenue will typically come from the top 20% of patients. In this course, attendees will learn the basics of developing a monthly membership model, and beauty banking program, and a loyalty rewards program to help increase retention rates, lifetime value, patient outcomes, and recurring revenue.

Materials / method: Case study, market trends, patient/consumer behavior, industry stats

Results: Practices who develop some type of retention program such as a membership program (in conjunction with long-term treatment plans) will not only improve patient outcomes, but will also increase lifetime value, recurring revenue streams, and patient loyalty.

Conclusion: Practices who develop some type of retention program such as a membership program (in conjunction with long-term treatment plans) will not only improve patient outcomes, but will also increase lifetime value, recurring revenue streams, and patient loyalty.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Mahran ASHOUR ELSAIED MOHAMED

Industry Representative

United Arab Emirates

Other author(s) :

How to build and maintain trust with your patients!

Objectives: Ways & methods to follow to gain your patient trust that will help you increase your number of patients & Reputation
Evaluate: Healthcare professionals begin to gain patients’ trust by being knowledgeable in their specific field of practice and, as a result, patients have confidence and feel secure in the advice provided

Introduction: The concept of trust is important in healthcare because health and healthcare, in general, involve an element of uncertainty and risk for the vulnerable patient who is reliant on the competence and intentions of the healthcare professional The Oxford English Dictionary defines trust as the “firm belief in the reliability, truth, or ability of someone or something

Materials / method: Audience: Medical professionals. Clinic administrators
Method: Oral presentation – PowerPoint; earpiece and microphone for interactivity with audience and my assistant.
Knowledge: Individual studies have determined various factors that influence trust between medical professionals & patients.

Results: Results: High levels of trust have been associated with many benefits, including a perception of better care, greater acceptance of recommended treatment and adherence to that treatment, lower anxiety in relation to any treatment taken, and reportedly facilitates access to health services.

Conclusion: Conclusion:
After understanding & applying the steps in how to gain and maintain your patients' trust, you will be able to build a strong database and a great reputation for you and your practice.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Valerie MIGNON

Medical office staff

Germany

Other author(s) :

Education vs. entertainment - Rethinking social media

Objectives: Social media in a surgical practice is use to attract and retain patients. But what IMPACT is social media on potential surgical patients? The calculated risk involved in saying no to trying to appeal to the masses.

Introduction: Aesthetic Plastic Surgery is mainstream now thanks to technology, but does your practice need to be? Learning that social engagement is not the success of a practice. By redirecting our opportunities with patients, surgical offices can provide patients with continued and essential education therefore creating the right demographic. Smaller audiences with bigger returns.

Materials / method: With 18 years of applied international surgical practice management, this talk outlines the impact of bringing value and remaining authentic to a practice without the use of social media.

Results: The relative importance of various elements of a surgical practice outweigh the race to create constant content in the hopes of maintaining the interest and the possibility of attracting. Standards to not follow trends will appeal to the right and targeted audiences of a surgical practice.

Conclusion: Social media engagement is not the success of a surgical practice. Motivation by social media reach, number of likes and followers and the spotlight - is a different objective from practice building.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Jeanette POEHLER

Medical office staff

United States

Other author(s) :

Navigating challenges in practice management

Objectives: The aesthetic industry has experienced significant growth in recent years, driven by increasing demand for cosmetic procedures and non-invasive treatments. However, this burgeoning market also brings forth a myriad of challenges for practitioners and practice managers alike. This abstract aims to provide an overview of the key challenges faced in practice management within the aesthetic industry, exploring factors such as regulatory compliance, patient expectations, technology integration, marketing strategies, and personnel management.

Introduction: One of the primary challenges in aesthetic practice management is navigating the ever-changing landscape of regulatory requirements, patient expectations, and adapting to new technologies. Additional challenges are pivoting to accommodate the recent COVID crises, as well as a changing workforce.

Materials / method: Discussion will include navigating the challenges facing todays manager and business owner. An overview of the recent changes in the industry will include strategies and case studies that enable practice owners to move forward with growth in this challenging environment.

Results: Case studies and discussion will highlight strategies to help practices navigate cumbersome regulatory environments, changing technologies, patient expectations, and everchanging workplace challenges.

Conclusion: The aesthetic industry presents numerous challenges in practice management, ranging from regulatory compliance to personnel management. Addressing these challenges requires a proactive and adaptive approach, along with staying informed about industry trends and best practices. By effectively managing these challenges, aesthetic practices can optimize their operations, enhance patient satisfaction, and maintain a competitive edge in this thriving industry.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Rick O ' NEILL

Marketing consultant

United Kingdom

Other author(s) : Rick O'Neill

Black belt digital for medical aesthetics

Objectives: To support MedSpa and Medical Aesthetics Practitioners and Owners with the attraction, education and conversion of new patients through the use of cutting edge digital marketing.

Introduction: I'm Rick O'Neill. With over 22 years experience Digital, and 15 years in Medical Aesthetics, I can bring clarity, strategy and RESULTS.
www.blackbeltdigital.com
www.rickoneill.co.uk
www.ltf.digital

Materials / method: A unique combination of Social Media, Search Optimisation, Content Creation, and Automated Workflows proven to scale Aesthetic Clinics.

Results: A stable source of new patient enquiries through practice websites and social media profiles.

Conclusion: Aesthetic Practices have to adopt a black belt mindset to digital marketing in order to compete in a growing and often saturated market.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

George SCANDALIS

Marketing consultant

Canada

Other author(s) :

Strategies for boosting sales and navigating challenges in the cosmetic medicine industry

Objectives: Cosmetic medicine professionals will gain actionable insights to optimize sales performance and navigate industry challenges successfully. Objectives include:
- Understanding the Market Landscape
- Building a High-Performing Sales Team
- Leveraging Digital Marketing for Sales
- Implementing Data-Driven Sales Techniques
- Cross-Selling and Upselling Strategies
- Building Trust and Overcoming Objections
- Sales Incentives and Loyalty Programs
- Navigating Regulatory and Ethical Challenges

Introduction: The presentation equips cosmetic medicine professionals with actionable strategies. Explore market trends, build high-performing sales teams, leverage digital marketing, and implement data-driven techniques. Learn effective cross-selling, trust-building, and incentive approaches. Address ethical considerations and regulations for success in the dynamic cosmetic medicine industry. Drive growth and excellence together.

Materials / method: The presentation draws from quantifiable data and reputable sources, including market research reports, sales performance data, customer feedback surveys, and case studies from the cosmetic medicine industry. Concrete examples and visuals support the strategies and concepts presented throughout the lecture.
Presented through powerpoint or similar lecture.

Results: Attendees gain market insights & growth potential in cosmetic medicine. Learn to build high-performing sales teams, leverage digital marketing effectively, & implement data-driven sales techniques for conversions. Master cross-selling, upselling & trust-building, incentivize sales reps for exceptional performance. Strategies to navigate regulations & ethics uphold brand reputation. Empower your cosmetic medicine business for sustainable success.

Conclusion: Embrace success in cosmetic medicine with data-backed strategies. Seize market insights, foster high-performing teams, leverage digital marketing, and excel in cross-selling and upselling. Build trust through ethics, motivate sales reps with incentives, and navigate regulations confidently. Together, redefine the landscape, embracing innovation for growth and profitability. Lead the charge towards a thriving future in cosmetic medicine.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Aleksandar JOSIPOVIC

Marketing consultant

Monaco

Other author(s) :

Transforming aesthetic medicine and plastic surgery: the digital revolution powered by AI

Objectives: Participants will gain insights into the intersection of aesthetic medicine and AI, understanding its impact on patient care and business operations. By the end, they'll appreciate the transformative potential of this fusion.

Introduction: This presentation explores how the convergence of aesthetic medicine and AI is reshaping healthcare and business landscapes. It highlights the promise of virtual consultations, 3D simulations, and AI-driven treatment plans.

Materials / method: We will analyze the current state of AI in aesthetic medicine, showcasing real-world applications. Case studies and data-driven examples will illustrate the effectiveness of AI in enhancing patient experiences and optimizing business processes.

Results: The presentation will reveal tangible benefits, such as improved patient satisfaction, streamlined administrative tasks, and data-driven decision-making. It will also highlight the growth opportunities AI offers in aesthetic medicine and beyond.

Conclusion: The fusion of aesthetic medicine and AI is not a distant vision but a present reality. Embracing this transformation empowers better patient care and more informed business decisions. Join us in ushering in this remarkable AI-driven future.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

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IMCAS World Congress 2024 Program

136

Marketing and practice management - Contributed talks

Chairs

Lectures of the session

Recommended sessions

IMCAS World Congress 2024
Program