plastic surgery clinic business plan

Starting a Successful Plastic Surgery Practice: A Step-By-Step Guide

If you’re considering starting a plastic surgery practice, you’re in the right place! Plastic surgery is a growing industry, and there’s plenty of room for new players.

In this article, we’ll walk you through the steps on how to start a plastic surgery practice.

So what are the steps?

• Create your plastic surgery practice business plan
• Get the necessary funding
• Get the equipment you need to be successful
• Find the perfect location
• Hire the right staff

Build the perfect plastic surgery marketing plan

Create your plastic surgery practice business plan.

Creating a business plan is essential to starting any business. In order to create your plastic surgery business plan, you will need to do the following:

Write a Description of Your Business

This should include information such as what type of plastic surgery you will offer, the target market you plan to serve, the type of business you will have, and what makes your practice unique.

Choose What Type of Plastic Surgery You Will Offer

There are many different types of plastic surgery procedures you can offer. You will need to decide which ones you want to offer at your practice.

Some of the most popular plastic surgery procedures include:

• Breast augmentation
• Liposuction
• Botox injections
• Labiaplasty

For instance, Dr. Steinberg is a successful plastic surgeon who specializes in a specific practice of plastic surgery known as labiaplasty . This is just one facet of plastic surgery, and it important to decide what you will specialize in before moving forward with starting your own practice.

Choose the Type of Business You Will Have

The three main types of plastic surgery businesses are:

• Private practices

Group Practices

• Hospital-based practices

Private Practices

If you decide to open a private practice, you’ll be the sole owner of your business. You’ll have complete control over all aspects of the business, from setting prices to hiring staff.

The downside of owning a private practice is that you’ll also be solely responsible for all the costs associated with running the business. These costs can add up quickly, so it’s important to make sure you have the financial backing to sustain a private practice.

If you are going the private practice route, it might also benefit you to seek help from a medical marketing agency to assist with:

• Understanding client needs
• Accessing marketing channels
• Communicating with physicians

A group practice is similar to a private practice, but there are multiple owners. This type of ownership can help spread the costs associated with running a business and also offer some built-in marketing (people are more likely to visit a practice with multiple surgeons).

The downside of owning a group practice is that you’ll have to share decision-making with the other owners. This can sometimes lead to disagreements and conflict within the business.

Hospital-based Practices

If you decide to open a hospital-based practice, you’ll be employed by a hospital. This type of arrangement can offer some advantages, such as a built-in clientele and marketing opportunities.

The downside of hospital-based practices is that you’ll have less control over your work schedule and the types of procedures you’re able to perform. You’ll also be at the mercy of the hospital’s budget.

Create a Financial Plan

Your financial plan details your projected income and expenses. This will help you determine how much money you will need to start your practice and how much profit you can expect to make.

Conduct a SWOT Analysis

A SWOT analysis is a tool that will help you to identify the:

• Opportunities

This is an important step in creating your business plan as it will help you to understand the challenges and opportunities you’ll face as you get started

Get the Necessary Funding

One of the most important aspects of starting a plastic surgery practice is having the necessary funding.

This can come from a variety of sources, such as personal savings, loans, or grants. It’s important to do your research and find the right funding option for your specific situation.

There are many resources available to help you get started, so don’t hesitate to ask for help.

If you’re looking for a loan, there are a few things to keep in mind. Make sure you shop around and compare interest rates from different lenders. It’s also important to be aware of the terms of the loan, including the length of time you have to pay it back and any penalties for missed payments.

There are a number of different grant funding opportunities . The government offers a variety of grants through its Small Business Administration, and there are also a number of private organizations that offer grants for new businesses.

Be sure to research all your options and apply for as many grants as you qualify for.

Personal Savings

If you have the personal savings to cover the costs of starting your practice, this can be a great option. This will allow you to avoid taking on any debt and will give you complete control over your business.

However, it’s important to make sure you have enough saved up to cover all the costs associated with starting a business, as well as any unexpected startup costs to consider.

Get the Equipment you Need to be Successful

In order to be successful in your plastic surgery practice , you will need the proper equipment. This includes:

• Surgical tools
• Medical equipment
• Office supplies
• Computers and software

When purchasing equipment, it is important to consider your needs and budget. You will want to make sure you have the necessary tools for performing procedures, as well as for sterilizing and storing equipment.

It is also important to have a comfortable and functional office space where patients can relax before and after their procedures.

Purchasing second-hand equipment may seem like a cost-saving measure, but it can be risky if the products are not in good condition. It is important to only do this from a trusted source. Ultimately, the success of your plastic surgery business will depend on the quality of your equipment.

By planning ahead and investing in the right equipment, you can ensure that your plastic surgery practice is off to a successful start.

Find the Perfect Location

One of the most important factors in starting a successful plastic surgery practice is finding the perfect location.

When choosing a location for your business , you’ll need to consider a variety of factors such as:

• Cost of rent
• Population size
• Competition.

Cost of Rent

The cost of rent is an important factor to consider when choosing a location for your plastic surgery practice. You’ll want to find a space that is affordable, yet still in a convenient location for patients.

Population Size

The population size of the area you choose will also be an important factor to consider. You’ll want to make sure there is a large enough population to support your business.

Competition

Another important factor to consider when choosing a location is the level of competition.

If there are already a number of plastic surgery practices in the area, you’ll need to be sure that your practice can offer something unique that will attract patients.

You’ll also want to make sure that the location you choose is accessible and has a good reputation .

Hire the Right Staff

A huge step in starting a plastic surgery practice is making sure that you hire the right staff. This includes finding:

• A plastic surgeon with proper qualifitions and certifications
• Support staff

It is important to take the time to interview potential candidates and to check their references thoroughly. It is also important to create a positive work environment that encourages teamwork and cooperation.

Hiring a Plastic Surgeon

In 2021, the average plastic surgeon performed 320 surgical procedures . This means that you’ll need to be sure you have a qualified surgeon who is able to handle a high volume of work. You’ll also need to make sure that your staff is adequately trained in plastic surgery procedures and safety protocols.

Hiring Nurses Nurses

Nurses play a vital role in the success of any medical practice. They are responsible for pre- and post-operative care, as well as helping to ensure that patients are comfortable and safe during their procedures.

When hiring nurses, you’ll want to make sure that they have experience in plastic surgery and that they are up-to-date on all of the latest safety protocols.

Hiring Support Staff

In addition to nurses, you’ll also need to hire support staff for your plastic surgery practice. This includes:

• Office staff
• Receptionists
• Administrative assistants.

These individuals will be responsible for keeping your practice running smoothly on a day-to-day basis.

When it comes to marketing your plastic surgery practice, it’s important to think outside the box and be creative. One of the best ways to get the word out about your business is to create a marketing plan that targets your specific audience. This is important to grow your plastic surgery practice . Here are a few tips for building a successful marketing plan:

Outline Your Marketing Strategy

This should include details on how you plan to attract new patients, as well as how you will retain current patients .

Some marketing strategies you may want to consider include:

• Developing a strong online presence
• Creating informative blog posts and articles
• Using social media to reach a wider audience
• Engaging in local community events.

Make Sure Your Website is Up-to-Date

Your website is your primary tool for marketing your practice, so make sure it looks professional and is easy to navigate. Be sure to include information about your services, team, and office location. You should also include testimonials from satisfied patients.

Use Social Media to Reach Potential Patients

Social media is a powerful marketing tool that can be used to reach a wide audience. Be sure to create profiles on all the major social networking sites and post regular updates about your practice. You can also use social media to run promotions and offer discounts on your services.

Make sure your profiles are up-to-date and include high-quality images of your work.

Develop a Strong Branding Strategy

Branding is key when it comes to attracting new patients. Some important branding elements to consider include your:

• Social media profiles
• Business cards

Your branding should be consistent across all of your marketing materials, from your website to your business cards. By developing a strong branding strategy, you can make your plastic surgery practice stand out from the competition.

Invest in Advertising

Paid advertising can be a great way to reach new patients who may not have heard of you before. Choose wisely and target your ads towards people who are likely to be interested in cosmetic surgery.

Stay Active in the Community

Get involved with local events and organizations, and participate in charity work. This is a great way to raise awareness about your practice and connect with potential patients on a personal level.

In Conclusion

Starting a successful plastic surgery practice takes time, effort, and planning. By following these tips, you can set your business up for success from the start.

Have you ever thought about starting your own plastic surgery practice? Do you have any tips for starting your own practice? Let us know in the comments below!

Frequently Asked Questions

A: The cost of starting a plastic surgery practice will vary depending on a number of factors, such as the location of your practice, the staff you hire, and your marketing budget. However, you can expect to spend at least several thousand dollars on getting your business up and running.

A: The amount of time it takes to start a plastic surgery practice will also vary depending on the factors mentioned above. However, you can typically expect the process of starting your business to take at least several months.

A: Some common challenges of starting a plastic surgery practice include choosing the type of business you want to run, finding the right people to hire, developing a budget to start with, and getting the word out about your business.

A: To make your plastic surgery practice successful it is important to have the right equipment, staff, and vision in mind so that you can attract new clients while maintaining consistency.

A: There are many ways to attract new patients to your plastic surgery practice. Some of the most effective methods include using social media, developing a strong branding strategy, and investing in advertising.

A: If you are interested in starting a career in plastic surgery, the first step is to complete a residency program in plastic surgery. After completing your residency, you will then be eligible to take the board certification exam. Once you are certified, you can begin practicing plastic surgery.

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Starting a Plastic Surgery Practice?

Five tips to consider, including how the right plastic surgery software should be part of your plan.

You’re in the final year of residency or fellowship, so naturally you’re beginning to wonder, what’s next? Should you join an established plastic surgery practice? Start your own? Work for a multi-specialty group? Go into academia? Further training? With the varied options that exist, you’ll need to evaluate your goals and your personal mission.

With all these options, unknown variables exist, but have no fear. You certainly won’t be the first nor the last plastic surgeon to embark on this journey. But you should learn from our successes and missteps rather than recreate the wheel.

As a private practice plastic surgeon for 15 years and having worked in virtually all of the settings mentioned above, I’ve been fortunate enough to successfully experience two different career paths which can help you. In my plastic surgery practice, I can fully engage my passion for reconstructive and cosmetic surgery and treat patients. I also serve as the medical director of plastic surgery for a major forward-thinking health IT company. I get the best of both worlds and want to share them with you.

In this post, I’ll outline some considerations that I believe are key should you decide to start your own plastic surgery practice.

1. Create your (realistic) vision and plastic surgery business plan including financial needs.

Time and patience are key. You need to take a calculated risk when deciding to start your own plastic surgery practice. Mapping out a realistic timeline, planning for expenses and deciding on marketing efforts will all come into play during this process.

You’ll want to start the process by drafting an executive summary which will be the framework for your plastic surgery business plan.

While the list below just covers the basics, the elements for this may include:

• The business opportunity: With the rapid growth of the aesthetic industry and trends, there will be no shortage of patients needing treatments. But how you will you differentiate your practice from others?
• Advantages of the opportunity: Can your plastic surgery practice cater to a niche market in the area for certain procedures not as commonly offered?
• Your target market: What is the demographic makeup of the area? Will this help determine the size of your practice? Will it dictate the cosmetic surgery offerings you will provide for patients?
• Products and services offered for your identified target market: Will you focus on mainly cosmetic or reconstructive procedures? Will this change over time? Will you offer medical spa services too?
• Strategic plastic surgery marketing and sales initiatives: How will you build your brand awareness and patient base in your community?
• The competitive landscape: How many other plastic surgery practices are in the area? What about other surgeons, nonsurgeons, or medspas offer similar services?
• Summarized financial plan: What are your estimated startup and ongoing costs? How much capital will you need to start your plastic surgery business?
• Owners and key staff members: How many individuals will you bring onboard? What are their credentials and job roles?
• Implementation plan : What is the timeline for opening your practice? What are the key performance indicators (KPIs) to measure success and timeframe to achieve them?

These are just some of the questions you will want to clearly answer along with the data, as needed, to back your plastic surgery business plan up.

As for an anticipated timeline of when to start the process on certain tasks, noted below are just some of the key items you may consider, and to plan accordingly for each.

• Begin process of licensing and regulations 3 – 4 months in advance to avoid any last minute surprises. For example, in Florida medical licenses can take a year to obtain.
• Start insurance credentialing 9 – 12 months in advance, so you can bill starting on day one. The importance of this may vary depending on the business you anticipate from more elective surgeries or one from medical necessity.
• Choose your practice location 6 months ahead of time – you’ll need a physical address to process forms. You also want to evaluate where there may be a need in the market as well as evaluate costs for purchasing or renting and any construction or build outs.
• Hire your staff about 6 weeks before opening day to get everyone ready for your first patient.

Now for the money talk. How are you going to fund the capital needed to get your plastic surgery practice up and running? There are certainly various options out there. Whichever you choose, prepare to have at least two years worth of funds available and expect to skip a personal salary for some time. Financial stability will be critical to long-term success. Outlined below are some of the funding options to consider.

• Self-funding
• Friends and family
• Loan from a small or larger bank

As for marketing, that also takes a fair amount of funds to run well. I’ll expand on the plastic surgery marketing ideas a bit later in this post.

You probably had a plan mapped out before you decided to go through years of schooling to become a plastic surgeon in the first place. You should exert the same effort, if not more, into your business to reap long-term benefits. A relatively short term investment in the planning stages may pay off down the road.

2. Hire the right staff and start small.

You want to keep expenses at bay when you’re still growing your patient base. Remember, you have probably already spent a fair amount of money before bringing any funds in. You may want to hire only the essential staff at first. You need to build your brand and your referral base which will take time so you can increase patient volume. Prepare yourself, as it could take five years to be at full capacity.

Once you get started, don’t feel pressured to build out every exam room in your office. You do want the physical space to grow, but equipping each room is an expensive proposition and one that you don’t want to incur until your practice is running at full capacity.

Start with the must-haves not just the nice-to-haves to get your plastic surgery up and running. It comes down to supply and demand.

3. Consider equipment needed and leasing certain devices.

Again everything in moderation. While you may want to purchase the latest and greatest lasers and devices, it may make sense to lease equipment that you expect to generate the most interest from potential patients. Your geographic location and patient populations served may help indicate which treatment offerings would be the most sought after and needed in the community. For example, IPL is very common but a great starting point, a proven tool, not very expensive, and can be used to treat multiple conditions.

It’s crucial to stay abreast of plastic surgery and aesthetic industry trends as well. The American Society of Plastic Surgery (ASPS) issues press releases and reports on market trends based on data. Maybe laser resurfacing will be an area of focus, perhaps it’s injectables, or maybe it’s mainly reconstructive plastic surgery offerings. Staying in tune to both trends in your local patient population as well as the industry can help lead to better decisions for your business and your patients, too.

4. Craft a plastic surgery marketing strategy.

Marketing takes both time and money to do well, which are certainly two valuable resources. Based on your geographic location you’ll have to ask yourself, would a billboard reach your potential patients? Maybe it’s an advertorial in the area’s high-end lifestyle magazine? Or perhaps it’s an ad in the local newspaper? What about social media marketing? It’s probably a strategic combination of those marketing tactics.

With so many viable avenues to help market your new plastic surgery business, it makes sense to focus on which ones have the best return on investment. This will take some time to fine tune and you may need to hire a plastic surgery marketing agency to help jumpstart these initiatives for you.

So what are some avenues you should investigate when marketing your new plastic surgery practice? Keep the goals in mind. For your new plastic surgery practice this will be to gain brand awareness in your community and attract patients.

• Your website. Focus on creating a robust plastic surgery website that is built out with relevant content. This includes your bio, aesthetic and reconstructive offerings, address, contact info, etc. prior to launching your practice. The more information the better. At first, you may not have the bandwidth to commit to regularly updating a plastic surgery blog on your site, but keep it in mind for your ongoing marketing strategy. A plastic surgery blog is a great way to inform prospective patients on your offerings, create thought leadership, and help your website and your practice appear in Google searches from prospective patients.
• Accurate location information. Secure your business listings on sites such as Google, Yahoo, Yelp, Facebook, etc. You want to be accessible for current and future patients. Phone numbers, your address, email and photos all can help direct a potential plastic surgery patient your way. Also make sure review websites have accurate information and that you track your reviews and encourage happy patients to review you!
• An engaging and consistent social media presence. Pick and choose the right platform for you. Instagram is all about images and offers a medium where you can display both photos and videos. As plastic surgery is a very visual field, this social media platform can lend itself well for your business. Be careful not to underestimate the time it takes to maintain content across every social media platform that exists. It may be more important to focus one on medium consistently than spreading yourself too thin, attempting to have a presence across all platforms. That will do more harm than good. A profile page that lacks consistent updates can send a negative message to a potential patient considering your practice. Your social media profiles should reflect your brand and your vision for your practice.
• Traditional print advertising. Despite what some may claim, print media is not dead, and it’s a great way to build awareness and relationships in the local community. Advertising in a high-end glossy magazine or taking out an ad in the local, but well-read newspaper may still serve a valuable purpose.
• Public relations. Have the right combination of public relations in your marketing toolkit for added practice publicity. This can include everything from distributing a press release about your new practice to the local media, landing both local and industry speaking opportunities, sponsoring the local youth sports league or donating a gift basket to a nonprofit. Look for opportunities to become a thought leader in the local community, as well as the larger plastic surgery industry.

According to the rule of seven , you’ll find that plastic surgery marketing is an ongoing process, and your patients have to see and recognize the item or service multiple times over (usually seven, hence the name) before they take action. Word-of-mouth is invaluable and as you build up your patient-base, this will in turn grow your practice, making patient advocates critical to your success.

5. Opt for the best plastic surgery software to fit your workflow.

You’ll spend quite a bit of time in your practice and with your plastic surgery software , so you want to make sure you select the option best suited for your needs, your staff and your patients. Evaluate different options on the market, speak to current users of those systems, take a look at review websites like Software Advice , and meet members of the vendor’s team to see an in-person demo at an upcoming plastic surgery event. Much like you made a business plan for your practice, you should make a plan for evaluating plastic surgery EHR systems. Create a list of the features, requirements and questions you have before embarking on your plastic surgery software evaluation process.

In addition to a plastic surgery EHR offering, consider the other tools you may need to run your business such as a practice management system, billing operations, analytics tools and patient engagement tools such as kiosk, portal, automated appointment reminders and surveys. Seek out a vendor that offers an all-in-one, integrated plastic surgery software solution. You’ll also want to think about accessibility to patient records as you switch between your practice, other offices and hospitals. Having a cloud-based EHR system that integrates with your practice management software may be critical to your mobility and patient care. It can save a whole lot of headaches and not to mention valuable time in the long run.

Starting a business comes with risks, but the rewards can be far greater. Having a solid plastic surgery business plan in place will help set the foundation for long-term success. Patience, persistent and sound business decisions like selecting the right location, a mix of aesthetic and reconstructive offerings, staff, marketing and technology are all determining factors that may help put your plastic surgery practice in the best possible position for long-term success.

Andrew Rosenthal, MD

Medical Director of Plastic Surgery

Dr. Andrew Rosenthal is the medical director of plastic surgery. He is a board-certified plastic surgeon who has been practicing in Palm Beach County since 2004.

Dr. Rosenthal attended undergraduate at Duke University, medical school at Tulane University and completed his internship at University of Miami. He completed his plastic & reconstructive surgery training at the University of Michigan and a two-year fellowship in craniofacial research in an NIH core lab. Dr. Rosenthal also created a device that helps prevent positional head deformities in children.

In addition to his clinical practice, he is principal investigator on several FDA drug trials aimed at reducing human scarring through mRNA and protein inhibition, as well as a consultant for insurance companies for case review. Dr. Rosenthal is president of the Reed O. Dingman Society, the alumni society of the section of Plastic Surgery at the University of Michigan Medical Center.

Dr. Rosenthal has received local and national recognition from ABC, NBS, PBS, CBS, Sun Sentinel, Palm Beach Post and Boca Raton News particularly for his work with breast reconstruction and breast cancer fundraising. He is also a frequent guest on the Paul and Young Ron Show, the largest morning radio show in South Florida, as its “official plastic surgeon.”

How to write a business plan for a plastic surgery practice?

Putting together a business plan for a plastic surgery practice can be daunting - especially if you're creating a business for the first time - but with this comprehensive guide, you'll have the necessary tools to do it confidently.

We will explore why writing one is so important in both starting up and growing an existing plastic surgery practice, as well as what should go into making an effective plan - from its structure to content - and what tools can be used to streamline the process and avoid errors.

Without further ado, let us begin!

In this guide:

Why write a business plan for a plastic surgery practice?

What information is needed to create a business plan for a plastic surgery practice.

• How do I build a financial forecast for a plastic surgery practice?

The written part of a plastic surgery practice business plan

• What tool should I use to write my plastic surgery practice business plan?

Being clear on the scope and goals of the document will make it easier to understand its structure and content. So before diving into the actual content of the plan, let's have a quick look at the main reasons why you would want to write a plastic surgery practice business plan in the first place.

To have a clear roadmap to grow the business

Running a small business is tough! Economic cycles bring growth and recessions, while the business landscape is ever-changing with new technologies, regulations, competitors, and consumer behaviours emerging constantly.

In such a dynamic context, operating a business without a clear roadmap is akin to driving blindfolded: it's risky, to say the least. That's why crafting a business plan for your plastic surgery practice is vital to establish a successful and sustainable venture.

To create an effective business plan, you'll need to assess your current position (if you're already in business) and define where you want the business to be in the next three to five years.

Once you have a clear destination for your plastic surgery practice, you'll have to:

• Identify the necessary resources (human, equipment, and capital) needed to reach your goals,
• Determine the pace at which the business needs to progress to meet its objectives as scheduled,
• Recognize and address the potential risks you may encounter along the way.

Engaging in this process regularly proves advantageous for both startups and established companies. It empowers you to make informed decisions about resource allocation, ensuring the long-term success of your business.

To anticipate future cash flows

Regularly comparing your actual financial performance to the projections in the financial forecast of your plastic surgery practice's business plan gives you the ability to monitor your business's financial health and make necessary adjustments as needed.

This practice allows you to detect potential financial issues, such as unexpected cash shortfalls before they escalate into major problems. Giving you time to find additional financing or put in place corrective measures.

Additionally, it helps you identify growth opportunities, like excess cash flow that could be allocated to launch new products and services or expand into new markets.

Staying on track with these regular comparisons enables you to make well-informed decisions about the amount of financing your business might require, or the excess cash flow you can expect to generate from your main business activities.

To secure financing

A detailed business plan becomes a crucial tool when seeking financing from banks or investors for your plastic surgery practice.

Investing and lending to small businesses are very risky activities given how fragile they are. Therefore, financiers have to take extra precautions before putting their capital at risk.

At a minimum, financiers will want to ensure that you have a clear roadmap and a solid understanding of your future cash flows (like we just explained above). But they will also want to ensure that your business plan fits the risk/reward profile they seek.

This will off-course vary from bank to bank and investor to investor, but as a rule of thumb. Banks will want to see a conservative financial management style (low risk), and they will use the information in your business plan to assess your borrowing capacity — the level of debt they think your business can comfortably handle — and your ability to repay the loan. This evaluation will determine whether they'll provide credit to your plastic surgery practice and the terms of the agreement.

Whereas investors will carefully analyze your business plan to gauge the potential return on their investment. Their focus lies on evidence indicating your plastic surgery practice's potential for high growth, profitability, and consistent cash flow generation over time.

Now that you recognize the importance of creating a business plan for your plastic surgery practice, let's explore what information is required to create a compelling plan.

Writing a plastic surgery practice business plan requires research so that you can project sales, investments and cost accurately in your financial forecast.

In this section, we cover three key pieces of information you should gather before drafting your business plan!

Carrying out market research for a plastic surgery practice

As you consider writing your business plan for a plastic surgery practice, conducting market research becomes a vital step to ensure accurate and realistic financial projections.

Market research provides valuable insights into your target customer base, competitors, pricing strategies, and other key factors that can significantly impact the commercial success of your business.

Through this research, you may uncover trends that could influence your plastic surgery practice.

Your plastic surgery practice could discover that many potential clients may be interested in minimally invasive procedures such as Botox or dermal fillers. Market research may reveal that people may be looking for more natural-looking results, rather than drastic changes to their appearance.

Such market trends play a significant role in forecasting revenue, as they offer valuable data about potential customers' spending habits and preferences.

By incorporating these findings into your financial projections, you can present investors with more accurate information, helping them make informed decisions about investing in your plastic surgery practice.

Developing the sales and marketing plan for a plastic surgery practice

As you embark on creating your plastic surgery practice business plan, it is crucial to budget sales and marketing expenses beforehand.

A well-defined sales and marketing plan should include precise projections of the actions required to acquire and retain customers. It will also outline the necessary workforce to execute these initiatives and the budget required for promotions, advertising, and other marketing efforts.

This approach ensures that the appropriate amount of resources is allocated to these activities, aligning with the sales and growth objectives outlined in your business plan.

The staffing and capital expenditure requirements of a plastic surgery practice

Whether you are starting or expanding a plastic surgery practice, it is important to have a clear plan for recruitment and capital expenditures (investment in equipment and real estate) in order to ensure the success of the business.

Both the recruitment and investment plans need to be coherent with the timing and level of growth planned in your forecast, and require appropriate funding.

A plastic surgery practice may incur staffing costs such as salaries for surgeons, nurses, and administrative personnel. They may also incur equipment costs such as surgical instruments, ultrasound machines, and anesthesia machines. Additionally, they may need to purchase medical supplies such as sutures, gauze, and bandages on a regular basis.

In order to create a realistic financial forecast, you will also need to consider the other operating expenses associated with running the business on a day-to-day basis (insurance, bookkeeping, etc.). 

Once you have all the necessary information to create a business plan for your plastic surgery practice, it is time to start creating your financial forecast.

What goes into your plastic surgery practice's financial forecast?

The financial forecast of your plastic surgery practice's business plan will enable you to assess the growth, profitability, funding requirements, and cash generation potential of your business in the coming years.

The four key outputs of a financial forecast for a plastic surgery practice are:

• The profit and loss (P&L) statement ,
• The projected balance sheet ,
• The cash flow forecast ,
• And the sources and uses table .

Let's look at each of these in a bit more detail.

The projected P&L statement

Your plastic surgery practice forecasted P&L statement enables the reader of your business plan to get an idea of how much revenue and profits your business is expected to make in the near future.

Ideally, your reader will want to see:

• Growth above the inflation level
• Expanding profit margins
• Positive net profit throughout the plan

Expectations for an established plastic surgery practice will of course be different than for a startup. Existing businesses which have reached their cruising altitude might have slower growth and higher margins than ventures just being started.

The projected balance sheet of your plastic surgery practice

Your plastic surgery practice's forecasted balance sheet enables the reader of your plan to assess your financial structure, working capital, and investment policy.

It is composed of three types of elements: assets, liabilities and equity:

• Assets: represent what the business owns and uses to produce cash flows. It includes resources such as cash, equipment, and accounts receivable (money owed by clients).
• Liabilities: represent funds advanced to the business by lenders and other creditors. It includes items such as accounts payable (money owed to suppliers), taxes due and loans.
• Equity: is the combination of what has been invested by the business owners and the cumulative profits and losses generated by the business to date (which are called retained earnings). Equity is a proxy for the value of the owner's stake in the business.

Your plastic surgery practice's balance sheet will usually be analyzed in conjunction with the other financial statements included in your forecast.

Two key points of focus will be:

• Your plastic surgery practice's liquidity: does your business have sufficient cash and short-term assets to pay what it owes over the next 12 months?
• And its solvency: does your business have the capacity to repay its debt over the medium-term?

The cash flow forecast

As we've seen earlier in this guide, monitoring future cash flows is the key to success and the only way of ensuring that your plastic surgery practice has enough cash to operate.

As you can expect showing future cash flows is the main role of the cash flow forecast in your plastic surgery practice business plan.

It is best practice to organise the cash flow statement by nature in order to show the cash impact of the following areas:

• Cash flow generated from operations: the operating cash flow shows how much cash is generated or consumed by the business's commercial activities
• Cash flow from investing activities: the investing cash flow shows how much cash is being invested in capital expenditure (equipment, real estate, etc.) either to maintain the business's equipment or to expand its capabilities
• Cash flow from financing activities: the financing cash flow shows how much cash is raised or distributed to financiers

Looking at the cash flow forecast helps you to make sure that your business has enough cash to keep running, and can help you anticipate potential cash shortfalls.

Your plastic surgery practice business plan will normally include both yearly and monthly cash flow forecasts so that the readers can view the impact of seasonality on your business cash position and generation.

The initial financing plan

The sources and uses table or initial financing plan is a key component of your business plan when starting a plastic surgery practice.

It shows where the capital needed to set up the business will come from (sources) and how it will be spent (uses).

This table helps size the investment required to set up the plastic surgery practice, and understand how risks will be distributed between the business owners, and the financiers.

The sources and uses table also highlights what the starting cash position will be. This is key for startups as the business needs to have sufficient funding to sustain operations until the break-even point is reached.

Now that you have a clear understanding of what will go into the financial forecast of your plastic surgery practice business plan, let's have a look at the written part of the plan.

The written part of a plastic surgery practice business plan plays a key role: it lays out the plan of action you intend to execute to seize the commercial opportunity you've identified on the market and provides the context needed for the reader to decide if they believe your plan to be achievable and your financial forecast to be realistic.

The written part of a plastic surgery practice business plan is composed of 7 main sections:

• The executive summary
• The presentation of the company
• The products and services
• The market analysis
• The strategy
• The operations
• The financial plan

Let's go through the content of each section in more detail!

1. The executive summary

The first section of your plastic surgery practice's business plan is the executive summary which provides, as its name suggests, an enticing summary of your plan which should hook the reader and make them want to know more about your business.

When writing the executive summary, it is important to provide an overview of the business, the market, the key financials, and what you are asking from the reader.

Start with a brief introduction of the business, its name, concept, location, how long it has been in operation, and what makes it unique. Mention any services or products you plan to offer and who you sell to.

Then you should follow with an overview of the addressable market for your plastic surgery practice, current trends, and potential growth opportunities.

You should then include a summary of your key financial figures such as projected revenues, profits, and cash flows.

Finally, you should detail any funding requirements in the ask section.

2. The presentation of the company

As you build your plastic surgery practice business plan, the second section deserves attention as it delves into the structure and ownership, location, and management team of your company.

In the structure and ownership part, you'll provide valuable insights into the legal structure of the business, the identities of the owners, and their respective investments and ownership stakes. This level of transparency is vital, particularly if you're seeking financing, as it clarifies which legal entity will receive the funds and who holds the reins of the business.

Moving to the location part, you'll offer a comprehensive view of the company's premises and articulate why this specific location is strategic for the business, emphasizing factors like catchment area, accessibility, and nearby amenities.

When describing the location of your plastic surgery practice, you could highlight its potential for success. It may be in a well-populated area with a strong local economy that could support a successful business. You could also talk about the potential for growth in the area, as there may be a large number of potential customers who could benefit from the services you offer.

Additionally, the area may be relatively affluent, which could make it easier to attract and retain quality staff members and to keep overhead costs low. Finally, you could point out the potential for increased visibility and recognition in the area, as there may be plenty of opportunities for marketing and promotion.

Lastly, you should introduce your esteemed management team. Provide a thorough explanation of each member's role, background, and extensive experience.

It's equally important to highlight any past successes the management team has achieved and underscore the duration they've been working together. This information will instil trust in potential lenders or investors, showcasing the strength and expertise of your leadership team and their ability to deliver the business plan.

3. The products and services section

The products and services section of your plastic surgery practice business plan should include a detailed description of what your company sells to its customers. 

For example, your plastic surgery practice might offer a variety of services such as facial plastic surgery, body contouring, and breast augmentation, that help to enhance a person's appearance.

Additionally, your practice might offer facial injectables like Botox and Juvederm, which can help reduce the appearance of wrinkles and restore volume to the face.

Lastly, your practice might offer skin care treatments such as chemical peels, microdermabrasion, and laser treatments to help reduce the signs of ageing and improve skin tone and texture. These services can help patients feel more confident and look their best.

The reader will want to understand what makes your plastic surgery practice unique from other businesses in this competitive market.

When drafting this section, you should be precise about the categories of products or services you sell, the clients you are targeting and the channels that you are targeting them through. 

4. The market analysis

When outlining your market analysis in the plastic surgery practice business plan, it's essential to include comprehensive details about customers' demographics and segmentation, target market, competition, barriers to entry, and relevant regulations.

The primary aim of this section is to give the reader an understanding of the market size and appeal while demonstrating your expertise in the industry.

To begin, delve into the demographics and segmentation subsection, providing an overview of the addressable market for your plastic surgery practice, key marketplace trends, and introducing various customer segments and their preferences in terms of purchasing habits and budgets.

Next, shift your focus to the target market subsection, where you can zoom in on the specific customer segments your plastic surgery practice targets. Explain how your products and services are tailored to meet the unique needs of these customers.

Your plastic surgery practice could face a variety of risks. For example, you may face the risk of a malpractice lawsuit if a patient is unhappy with their results.

Additionally, you might face the risk of a data breach if the practice's IT infrastructure is not secure.

To protect your practice from these risks, it is important to have appropriate insurance coverage and to invest in security measures for your systems.

In the competition subsection, introduce your main competitors and explain what sets your plastic surgery practice apart from them.

Finally, round off your market analysis by providing an overview of the main regulations that apply to your plastic surgery practice.

5. The strategy section

When crafting the strategy section of your business plan for your plastic surgery practice, it's important to cover several key aspects, including your competitive edge, pricing strategy, sales & marketing plan, milestones, and risks and mitigants.

In the competitive edge subsection, clearly explain what sets your company apart from competitors. This is particularly critical if you're a startup, as you'll be trying to establish your presence in the marketplace among entrenched players.

The pricing strategy subsection should demonstrate how you aim to maintain profitability while offering competitive prices to your customers.

For the sales & marketing plan, outline how you plan to reach and acquire new customers, as well as retain existing ones through loyalty programs or special offers.

In the milestones subsection, detail what your company has achieved thus far and outline your primary objectives for the coming years by including specific dates for expected progress. This ensures everyone involved has clear expectations.

Lastly, in the risks and mitigants subsection, list the main risks that could potentially impact the execution of your plan. Explain the measures you've taken to minimize these risks. This is vital for investors or lenders to feel confident in supporting your venture - try to proactively address any objection they might have.

Your plastic surgery practice could face a variety of risks. For example, you may face the risk of a malpractice lawsuit if a patient is unhappy with their results. Additionally, you might face the risk of a data breach if the practice’s IT infrastructure is not secure. To protect your practice from these risks, it is important to have appropriate insurance coverage and to invest in security measures for your systems.

6. The operations section

The operations of your plastic surgery practice must be presented in detail in your business plan.

The first thing you should cover in this section is your staffing team, the main roles, and the overall recruitment plan to support the growth expected in your business plan. You should also outline the qualifications and experience necessary to fulfil each role, and how you intend to recruit (using job boards, referrals, or headhunters).

You should then state the operating hours of your plastic surgery practice - so that the reader can check the adequacy of your staffing levels - and any plans for varying opening times during peak season. Additionally, the plan should include details on how you will handle customer queries outside of normal operating hours.

The next part of this section should focus on the key assets and IP required to operate your business. If you depend on any licenses or trademarks, physical structures (equipment or property) or lease agreements, these should all go in there.

You may have key assets such as patient records and proprietary research. You could also have IP such as trade secrets, trademarks, and patents. These could be used to protect any unique processes or technology that the practice has developed. It might also be important to secure any confidential information, such as patient records, to ensure the privacy of individuals.

Finally, you should include a list of suppliers that you plan to work with and a breakdown of their services and main commercial terms (price, payment terms, contract duration, etc.). Investors are always keen to know if there is a particular reason why you have chosen to work with a specific supplier (higher-quality products or past relationships for example).

7. The presentation of the financial plan

The financial plan section is where we will include the financial forecast we discussed earlier in this guide.

Now that you have a clear idea of what goes into a plastic surgery practice business plan, let's look at some of the tools you can use to create yours efficiently.

What tool should I use to write my plastic surgery practice's business plan?

In this section, we will be reviewing the two main options for writing a plastic surgery practice business plan efficiently:

• Using specialized software,
• Outsourcing the drafting to the business plan writer.

Using an online business plan software for your plastic surgery practice's business plan

Using online business planning software is the most efficient and modern way to create a plastic surgery practice business plan.

There are several advantages to using specialized software:

• You can easily create your financial forecast by letting the software take care of the financial calculations for you without errors
• You are guided through the writing process by detailed instructions and examples for each part of the plan
• You can access a library of dozens of complete business plan samples and templates for inspiration
• You get a professional business plan, formatted and ready to be sent to your bank or investors
• You can easily track your actual financial performance against your financial forecast
• You can create scenarios to stress test your forecast's main assumptions
• You can easily update your forecast as time goes by to maintain visibility on future cash flows
• You have a friendly support team on standby to assist you when you are stuck

If you're interested in using this type of solution, you can try The Business Plan Shop for free by signing up here .

Hiring a business plan writer to write your plastic surgery practice's business plan

Outsourcing your plastic surgery practice business plan to a business plan writer can also be a viable option.

Business plan writers are experienced in writing business plans and adept at creating financial forecasts without errors. Furthermore, hiring a consultant can save you time and allow you to focus on the day-to-day operations of your business.

However, hiring business plan writers is expensive as you are paying for the software used by the consultant, plus their time, and their profit margin of course.

From experience, you need to budget at least £1.5k ($2.0k) excluding tax for a complete business plan, more if you need to make changes after the initial version (which happens frequently after the initial meetings with lenders or investors).

You also need to be careful when seeking investment. Investors want their money to be used to grow the business, not spent on consulting fees. Therefore, the amount you spend on business plan writing services (and other consulting services such as legal services) needs to be negligible relative to the amount raised.

The other drawback is that you usually don't own the business plan itself: you just get the output, while the actual document is saved in the consultant's business plan software - which makes it difficult to maintain the document up to date without hiring the consultant on a retainer.

For these reasons, outsourcing the plastic surgery practice business plan to a business plan writer should be considered carefully, weighing both the advantages and disadvantages of hiring outside help.

Ultimately, it may be the right decision for some businesses, while others may find it beneficial to write their business plan using online software.

Why not create your plastic surgery practice's business plan using Word or Excel?

Using Microsoft Excel and Word (or their Google, Apple, or open-source equivalents) to write a plastic surgery practice business plan is a terrible idea.

For starters, creating an accurate and error-free financial forecast on Excel (or any spreadsheet) is very technical and requires both a strong grasp of accounting principles and solid skills in financial modelling.

As a result, it is unlikely anyone will trust your numbers unless - like us at The Business Plan Shop - you hold a degree in finance and accounting and have significant financial modelling experience in your past.

The second reason is that it is inefficient. Building forecasts on spreadsheets was the only option in the 1990s and early 2000s, nowadays technology has advanced and software can do it much faster and much more accurately.

And with the rise of AI, software is also becoming smarter at helping us detect mistakes in our forecasts and helping us analyse the numbers to make better decisions.

Also, using software makes it easy to compare actuals vs. forecasts and maintain our forecasts up to date to maintain visibility on future cash flows - as we discussed earlier in this guide - whereas this is a pain to do with a spreadsheet.

That's for the forecast, but what about the written part of my plastic surgery practice business plan?

This part is less error-prone, but here also software brings tremendous gains in productivity:

• Word processors don't include instructions and examples for each part of your business plan
• Word processors don't update your numbers automatically when they change in your forecast
• Word processors don't handle the formatting for you

Overall, while Word or Excel may be viable options for creating a plastic surgery practice business plan for some entrepreneurs, it is by far not the best or most efficient solution.

• A business plan has 2 complementary parts: a financial forecast showcasing the expected growth, profits and cash flows of the business; and a written part which provides the context needed to judge if the forecast is realistic and relevant.
• Having an up-to-date business plan is the only way to keep visibility on your plastic surgery practice's future cash flows.
• Using business plan software is the modern way of writing and maintaining business plans.

We hope that this practical guide gave you insights on how to write the business plan for your plastic surgery practice. Do not hesitate to get in touch with our team if you still have questions.

Also on The Business Plan Shop

• In-depth business plan structure
• Key steps to write a business plan?
• Free business plan template

Know someone who owns or wants to start a plastic surgery practice? Share this article with them!

Founder & CEO at The Business Plan Shop Ltd

Guillaume Le Brouster is a seasoned entrepreneur and financier.

Guillaume has been an entrepreneur for more than a decade and has first-hand experience of starting, running, and growing a successful business.

Prior to being a business owner, Guillaume worked in investment banking and private equity, where he spent most of his time creating complex financial forecasts, writing business plans, and analysing financial statements to make financing and investment decisions.

Guillaume holds a Master's Degree in Finance from ESCP Business School and a Bachelor of Science in Business & Management from Paris Dauphine University.

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5 Steps for Starting & Growing Your Plastic Surgery Practice

One wrong move with a scalpel can end your career as a plastic surgeon. Unfortunately, that’s true about your business plan, too. If you want to start your new practice on the right foot and get it growing fast, then you can’t afford to cut corners or take the wrong path early on.

This article will cover the five smartest slices for starting a plastic surgery practice for better profit and sustainability.

5 Steps for Starting Your Plastic Surgery Practice

Prospective plastic surgeons might find launching a private practice daunting. After all, the process of establishing a business from the ground up is not for the faint of heart. However, you can launch a successful plastic surgery practice with proper preparation and practice. Here’s how to get started:

1. Create a Realistic Business Plan that Accounts for Financial Needs

One of the most important steps to starting a private practice is creating a business plan that accounts for all your financial needs. A successful business plan will help you account for start-up costs, operating expenses, and resources needed to keep the business running.

Avoid rushing things. Instead, take time to calculate risks and map a realistic business plan outline. It’ll act as your framework as you slowly fill in the details.

Here are the essential factors you need to consider when making a business plan outline:

Operations Plan: Managing Your Plastic Surgery Clinic

You’ll have to decide on the location and office hours when thinking about business operations. For example, is the clinic in an accessible place? What will be your business hours, and how many days will you be open?

Ultimately, your rent will depend on the area you choose to set up your practice. For instance, commercial rent per square foot in California is significantly more than in other regions in the nation. Nevertheless, estimate spending around $3,000 for a 2,000-square-foot office.

Staffing is also critical for operations, as you need certified employees to assist you. On average, you should account for $3,000 monthly to pay for employees, such as receptionists. However, Certified Physician Practice Specialists will likely cost you more, at around $6,000 per month.

Marketing Plan: How Will You Acquire Customers

Thinking of reaching your patients can be challenging. Therefore, you may want to create effective strategies to boost your visibility and acquire more customers.

You can use various tools to reach your customers, for instance, hosting an event or utilizing social media platforms.

2. Obtain Financing for Your Plastic Surgery Practice

Now that you’ve established a plan, it’s time to consider how you’ll obtain enough funds to run the business while covering your operational costs.

Operational Costs and Equipment Costs

The operation cost includes the cost of utilities, legal documents, and the leasing fee of your practice. You also need to determine equipment costs. Keep in mind that all this will likely cost more than planned.

Bank Loans and Business Loans

After you figure out how much you need to borrow, you are ready to look for financing. Bank loans and business loans are the most common way to obtain funds. However, even with excellent credit, getting approved can still be challenging.

If approved, you need to consider the interest rate before signing that dotted line. Forbes.com says that interest for business loans typically starts at 2%, but it could be more than 10%, depending on the bank and financial institution.

Return to your business plan, and check whether your expected income can cover the fees and monthly payments.

Fundraising, Crowdfunding, Partners, and Investors

You can also get funds through fundraising activities or crowdfunding. Getting some partners and investors can also help. They can fund your clinic as long as they see that your business is profitable. So, create a presentation based on your business plan and show them how they can profit from funding your business.

Self-Funding

This approach means you’ll take full responsibility for the costs. You’ll use your personal funds to run your clinic. You won’t need to consider paying interest rates on loans or looking for partners, but you’ll undoubtedly feel the impact of spending your money.

3. Execute Your Marketing Plan

While you don’t want to dive headfirst into marketing your plastic surgery practice without taking certain precautions, it’s important to start marketing your practice as soon as possible. Start by figuring out the proper channels.

Effective Marketing Channels for Plastic Surgery Practices

Marketing channels such as websites, PPC advertisements, and social media can help you reach your target audience effectively. Of course, traditional marketing campaigns can work, too, but if you’re aiming for an efficient way to reach a larger audience with less overhead, using digital marketing channels can be an excellent way to start.

Build a Website for Your Plastic Surgery Practice

Building a website will boost your credibility in the industry and help you capture more people’s attention. When making a website for your plastic surgery practice, always include your business’s mission and vision.

Don’t skimp on the design. And to boost its organic traffic, fill the website with compelling content, such as blogs.

Technical SEO, Link Building, and Content Marketing

Technical SEO, link building, and content marketing can and should play a huge role in reaching your target patients through plastic surgery SEO .

Technical SEO involves improving your website to increase the ranking of its pages on search engine results. You must ensure that your website is easy for search engines to understand and appreciate. It also needs to load quickly.

Equally important is making your content trustworthy . How? Start by including expert sources (and linking to their articles). Then, start growing your reputation as an expert.

Creating relevant articles, blogs, videos, and other forms of media is an excellent way to reach your target audience and show you know the industry. In addition, it promotes brand awareness, demonstrates your knowledge and expertise regarding plastic surgery, and helps your clinic to be the first choice for your target patients.

All these elements are critical to getting online leads and converting them into new patients. Visitors to your website will find your content engaging, reliable, and fast, trusting your business more.

PPC Advertising, Social Media, and Paid Search

Ideally, you would generate all the online leads you need organically. Sometimes, though, you have to pay for those clicks.

You can use PPC for plastic surgeons to invite people to visit your website. For instance, you can create visual advertisements of your top services and pay to place them on the first page of Google.

At the same time, using various social media platforms can boost your clinic’s performance. For example, plastic surgery social media marketing can help you reach the right audience, as these PPC tools include filtering tools. Popular social media marketing campaigns include before and after photos of top cosmetic procedures.

Traditional Marketing

Traditional marketing uses TV, print ads, posters, and radio commercials. Despite being outdated, it is still an effective way to reach your target patients.

For instance, you can include an advertisement that you offer financing for your patients on the posters or print ads. Then, when people read that you provide plastic surgery patient financing , they may be more interested in your practice.

Patients are sometimes more comfortable undergoing plastic surgery procedures when they don’t have to worry about paying immediately. According to a survey from the American Society of Plastic Surgeons, some surgeries could cost more than $3,000, which is quite expensive for many people to pay in full and upfront.

4. Get Licensing, Inspections, and Other Items Started ASAP

Inspections, licenses, and filling out paperwork take time to finish. So, it’s best to get started ahead of time.

Licensing and Regulatory Approval

Before opening your practice, you must receive state approval and licensing. Depending on the state, you will need to submit an application with the following information:

•         Proof of completed residency program
•         At least ten operative reports from procedures or residency training
•         Letter from a program director of an accredited residency or fellowship program

However, some states may have a longer list of requirements that are not limited to the information above.

This process alone can take three to four months to complete. In rare cases, it could take longer if additional requirements exist. Be aware that it could take a year or so in some states, such as Florida.

How To Get a Plastic Surgery License

Assuming you’ve already finished your education and six years of training, you’ll still need to take more exams. After you’re done with the tests, you’ll get your certification, which allows you to get a state license and perform plastic surgeries.

Plastic Surgery License Inspections

Public officials will check whether you are licensed to perform the procedures you offer. They’ll also review the clinic for emergency equipment, drugs, and other elements that follow the standards of plastic surgery clinics.

Renewing a Plastic Surgery License

The American Board of Plastic Surgery states that certifications need to be renewed every ten years. This regulation started in 1995. Participation in Certification and the Continuous Certification program helps plastic surgeons maintain high service quality.

5. Hire Your Staff in Advance and Plan Small (At First)

Make sure your staff is ready six weeks before you open the clinic. This will give you enough time to train them.

Don’t hire too many people right at the start. It’s better to scale as needed. Otherwise, you may have too much overhead and insufficient profit to cover your yearly expenses.

If you want to hire the best candidates for your practice, it’s recommended that you post your open positions on a job board that’s specific to your field. This will allow you to receive applications from qualified candidates.

Starting a private practice from scratch is challenging but well worth it. However, getting your private practice off the ground with a business plan that accounts for your financial needs and incorporates marketing strategies is possible with the right amount of tact and effort.

Then, once you’ve launched your business, hire the best employees, and start small at first. These steps will help you grow your private practice into a successful business.

Check out some of our other plastic surgery marketing articles

Social Media vs. SEO for Plastic Surgery Marketing

Plastic surgery seo: 15 things you can do to get more traffic, top 5 plastic surgeon websites & why they’re good, seo for hair transplant clinics: tips for organic traffic, a guide to plastic surgery social media marketing, the playbook for ppc for plastic surgeons, cosmetic surgery marketing trends 2023, how much do plastic surgeons spend on marketing, plastic surgery lead generation – tactics to get consults, tiktok for plastic surgery practices: a guide, how to build an email list for a medspa: 5 tips, 6 plastic surgery marketing strategies to drive leads in 2024, plastic surgery keywords for seo & ppc.

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4 Creating a Business Plan

10.1055/b-0040-176435 4 Creating a Business Plan Deirdre Hooper MD, Sarah Jackson MD Abstract This chapter will outline how to create a business plan for your dermatology practice. In the banking world, a business plan is a document you present to lenders in order to access the capital you require. You need money to not only start your practice but also get to the point in time when you cover your overhead expenses and become profitable. Lenders want to be assured that they will be paid back, and your business plan will explain exactly how this payback will materialize. In our opinion, the process of creating a business plan is especially important for physicians. We are incredibly well trained to provide care, but often incredibly poorly trained with regard to running a business. Creating a business plan requires you to take a very real look at your market, competition, the risks you are facing, and the work you will have to do to become profitable. Once you have framed your plan, you have your roadmap to success. Top 10 Things You Need to Know A business plan’s primary objective is to get someone to lend you capital. A business plan needs to be based on facts. A business plan needs to clearly review the reality of the pros and cons of your business. Your plan should include an executive summary that someone with no medical background can understand. The term “pro forma” means projected and you will use the projected financial outcomes of your company to engage the help of lenders or investors. An income statement explains how your business will make profit or loss. A balance sheet will show a business’s assets, liabilities, and equity. A cash flow analysis shows the money moving in and out of your business. A break-even analysis predicts the income level required to cover the cost of conducting business. You can seek advice and business plan preparation from a professional, but you should possess in-depth knowledge of your own business plan and financials in order to meet with lenders or investors. 4.1 Introduction In August 2005, we were living in two different worlds of private practice and residency, when our worlds were turned upside down by Hurricane Katrina. One of us was in the third year of being an employee, without a thought in the world about a business plan, while the other was thinking of Mohs fellowship, and not entrepreneurship. Our career paths and lives were forever changed by the flight of many dermatologists out of the city, including one of our employers and the other′s Mohs directors. By December, we decided to take a chance and start a practice in the city. Knowing what you want to do is one thing, but honestly evaluating how you are going to go about it is crucial. Starting a business not only involves risk to but also requires funds. Unless you are independently wealthy, you are going to need to borrow and then pay back. Whoever lends you money is going to ask for a business plan. A business plan is used primarily by the lender to decide on whether he or she would help you access capital you require to start your business. Your plan should focus on interesting lenders in providing the funds you need to operate your practice until you start covering your overhead expenses and begin making profit. Lenders want to be assured that they will be paid back. The best business plans tell a clear story about how and why your business will be a success. It is important to be realistic about financial estimates and projections, and to be able to back up those claims with data. The good thing happens to be that doctors understand reality and worst-case scenarios. The challenge we face is that we do not possess much business training to even know how to create financial estimates. You may need to hire a consultant to help you with the parts you find confusing, but you should understand the process behind the numbers. Taking the time and effort to ensure your plan is realistic will payoff for you in the beginning, as you secure funding and enter the real world of private practice. We actually suffered a net loss in year one of practice (our K-1 was −$60,000), but we expected that, planned for that, and have achieved great success year over year since! The rest of this chapter is devoted to breaking down the components of a business plan. Keep the primary objective in mind through the process of creating a plan. You are framing the plan to gain access to money which is required to manage your practice. Most business plans include several sections. They begin with an executive summary that explains the fundamentals of your business. The following sections serve to educate a lender, who may know absolutely nothing about dermatology practice, about the financial implications of running your practice, including your market, competition, and plans to operate and manage your practice. There is no single correct way to write a plan and you may modify the sections, expanding some and limiting others based on your particular practice, but the overarching context involves the use of the data to make your business a success. Good luck! 4.2 Creating Your Business Plan Start with a clean, attractive cover page. Open with an executive summary (see below) and then proceed to narrate the story of your business. You do not have to include every step below, as there is no specific format that every lender uses. The following sections should serve as a guideline of what your plan should contain. 4.2.1 Executive Summary The executive summary explains the fundamentals of your business. It should provide a short and clear synopsis of your business plan, describing your business concept, financial features and requirements, company’s current business position, and any major facts that are relevant to the practice’s success. Ideally, composed across one page, the summary should include the following points: Overview: Describe the services your practice will provide. Strategic logic: Explain why opening your practice makes sense, based on the demand for your services in your market. Business organization: Describe the legal form of business your practice will take and where you plan to locate. Business development: Describe where you are situated in the start-up stage and what you have done to get ready to open your practice. Review when the company was formed, who the principals are, and identify key personnel. Financial objectives: Be clear about the amount of money you are seeking and how you will use the lender funding. Mention cash flow and sales projections as well as capital required. Remember to keep your summary short and uncomplicated. Do not attempt to summarize every element of the plan. Focus on the elements that will prove to be the most interesting to the lender. 4.2.2 Business Description This is a clear explanation of your business strategy. It is not a definition of the business or a summary of the market, but rather a summary of the one or two key factors that set your practice apart from the competition which is explained as follows: Specialty description: A precise, substantial description of your focus. For example, will you be engaged in medical/general dermatology, Mohs, or cosmetics? Discuss what makes your practice stand out from similar ones. Is your training more specialized or prestigious? Impact factors: Other aspects of your practice that are fundamental to your strategy. Do you have an alliance with a hospital or university? Do you have community ties that will aid in your success? Product features and benefits: Describe any other distinguishing features of your practice (your services and products) and delineate any strong health care consumer benefits. For example, you may be skilled in certain procedures that other physicians in your area are not trained to perform. Current situation: Present basic information about demographics, competition, staffing, and marketing plan. List specific milestones that you have achieved. 4.2.3 Review of the Market This is where you define your target market (who you will be treating) and how you plan to reach out to it. Market analysis requires research and familiarity with the market, so that you can clearly make out your specific targets and structure your practice to reach them. Market segmentation: Analyze your market (your potential patients) in terms of size, trends, and growth potential. Almost every market possesses some distinctive segments. For a dermatology practice, the market is segmented according to payers, age, income, nationalities, language, and race. You will need to discuss how you plan to cope with any positive or negative effects these segments may have on your practice. How large is the potential market? What is the physician to population ratio for dermatologists? How many dermatologists are practicing in your area? Overall, is the market growing, flattening, or shrinking? Consumer analysis: Describe your consumers and focus on factors that best determine how viable your practice will be in your market. Explain how you will attract patients in order to fulfill your plan. Look at the following points: Services: What procedures, services, and products will appeal to your patient base? Choices: Who are your competitors? Marketing: What marketing approach is best suited to reach out to the patient base? How do you plan to align yourself to capture and maintain referrals from other physicians? 4.2.4 Competitive Analysis What is the competitive advantage that your practice will offer? What are the possible weaknesses of your practice? This section should be a detailed analysis of the competitive advantages and weaknesses of your practice. Overview other physicians who specialize in dermatology in your area. Identify the leading practice and define what makes it successful. Emphasize what sets your practice apart. For example, if there are no other physicians who specialize in advanced cosmetic dermatology and that is your focus, explain how that will serve to differentiate your practice. Your practice may be competing with established practices in the area, and you need to let investors know how you will stand out. How do patients choose one provider over another? Prices, image, or visibility? What services will you offer that your competition does not offer? A couple of things to consider are that word-of-mouth publicity and provider referrals are key. How will your practice target these areas? Honestly put forth your weaknesses in this section. This will help you and lenders identify problems that may hinder your success. A few other things to consider include other practices may have established patient bases, name recognition, and financial strength. 1 4.2.5 Positioning Lay out your strategy for how your brand will distinguish itself and how you will portray your practice to the community. Provide details on how customers will benefit from your professional services and products. A positioning statement should be a succinct description of your target market and an explanation of how you want that market to perceive your brand. 1 4.2.6 Advertising and Promotion A dermatology start-up practice can utilize many different promotional and advertising means. Begin this section with a general promotional plan. Provide a summary of different media and methods you intend to use and explain why. Go into the details if you know what types of promotional programs, publicity, or advertising media you will utilize. 1 4.2.7 Sales Part of your business plan should include how you plan to “sell” yourself and your skills. Physicians will not refer to you unless they know about you. Focus on introducing yourself and any skills that you possess that set you apart. Describe how you are an essential part of the marketing and business strategy. 1 4.2.8 Operations This section should first overview the practice as a business. Discuss all the critical elements of a dermatology practice. Explain how your practice will include management, front-office employees, and back-office employees. Detail how copays and insurance payments will be collected. If you plan on selling products, provide an overview of your retail plan. Break down insurance payments, patient responsibility, cash procedures, and products, so the lender can understand your dermatology practice. Summarize how your major business functions will be carried out. “Operations” should include any important aspect of your business that is not described elsewhere in your business plan. 1

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The Verdict: Business Plan Writing 101

Apr 2, 2014 | Marketing , Practice Management | 0 |

April 2014 Plastic Surgery Practice

Four steps to writing a fail-safe business plan for your new location

Congratulations! You thought about it long and hard, and have decided to forge ahead with your plans to open an additional location.

Now it’s time to prepare a bullet-proof business plan (or as most professionals say, perform your due diligence). This is what separates the successful practices from the shoot-from-the-hip ones.

Here are the four things to be sure to include in yours:

1 SWOT ANALYSIS

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses comprise your internal strong points as well as areas for improvement. Opportunities and threats are external, and could help or harm your business. Clearly outlining all positives and negatives make it easiest to decide whether it is really worth it.

2 FINANCIAL FORECAST

Your business plan should analyze where your money is coming from. Is it from a lending institution, crowdsourcing, and angel investors, or from your own pocket? What will this capital be used for during the months and years to come? A proper profit and loss statement, balance sheet, and income tax returns—both personal and corporate—will be needed if you are going to seek funding from a lending institution. Remember that unless you are purchasing a built-out facility, you will be spending a considerable amount of money, and the last thing you want is not to have enough space to service your patients. On the other hand, you don’t want to have more space than you need, giving the appearance of an empty office.

3 COMPETITION STUDY

A solid business plan must also take the market’s pulse. Why can you service the market better than your competitors? Define your competition, and list them by location from those closest to you to those that are 5 to 10 miles away. Has their business increased steadily over the past few years? If not, list why. There may be a reason outside of them not being as savvy and skilled a surgeon as you. Are your strengths and weaknesses better than your competitors? How will you continue to monitor their progress in the future?

4 STAFF SURVEY

Your management team and staffing are critical in this equation, as this may be one of the highest fixed-cost items in your entire business plan. An untrained and unengaged staff will cripple your business. Make sure your team is fully vested in the success of your practice, and has the collective skill sets to support its growth. Treat people with dignity and respect, and make them feel like they are part of the business and not hired guns. You will never succeed without a good management team and incredible employees.

Jay A. Shorr, BA, MBM-C, MAACS-AH, CAC I, II, III, is the founder and managing partner of The Best Medical Business Solutions, based in Fort Lauderdale and Orlando, Fla. He can be reached via [email protected] .

Original citation for this article: Shorr, J., Get noticed now: Reviews, citations, and site markup boost local SEO efforts, Plastic Surgery Practice . 2014; April: 21.

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Foster growth with 250+ time-saving, business-specific templates. Swift designs, easy tools, all in one place.

Starting Your Trailblazing Plastic Surgeons Business

Embarking on the journey of establishing a plastic surgeons business is an endeavor brimming with potential, tailored for those who dare to dream big and innovate. Imagine creating a sanctuary where artistry merges with the pinnacle of medical science, shaping futures, restoring confidence, and crafting beauty with precision. This venture demands not only unparalleled expertise in the field but also a visionary approach to redefine aesthetic norms. It's about harnessing cutting-edge technology and methodologies to pioneer advancements in the realm of cosmetic surgery. The key lies in cultivating a brand that resonates with excellence, trust, and transformative experiences. Such an enterprise thrives on creativity, dedication, and the relentless pursuit of perfection, setting new benchmarks in the industry.

The Initial Hurdles: Financial and Regulatory Landscapes

When considering how to start in the realm of plastic surgery, the financial investment is substantial. The state-of-the-art equipment alone represents a significant expenditure, not to mention the cost associated with securing a facility that meets both aesthetic and medical standards. Then there's the matter of navigating through the dense forest of regulatory requirements. Each country, sometimes each region within a country, has its own set of standards and licenses necessary to legally perform plastic surgery. Without a well-thought-out plan and sufficient capital, these initial hurdles can seem insurmountable.

Building a Reputation in a Competitive Market

In this industry, trust and reputation are everything. It takes time to build a name that people associate with success and safety. New entrants face the challenge of proving themselves against established practitioners who have years, sometimes decades, of successful operations behind them. Marketing yourself effectively becomes crucial. You need to highlight what makes your practice unique while ensuring potential patients feel confident in your abilities.

Finding Skilled Staff Who Share Your Vision

Your team will be one of your most valuable assets. Finding individuals who are not only highly skilled but also share your vision for innovation and excellence in patient care can be challenging. The plastic surgery field demands precision, empathy, and an ongoing commitment to learning as techniques evolve. Each team member, from the receptionist to the surgical assistant, plays a crucial role in the patient's experience and outcome. Cultivating such a team requires patience and leadership that inspires loyalty and dedication.

Embracing Technology and Innovation

Innovation drives progress, especially in fields as dynamic as plastic surgery. Staying abreast of technological advancements not only enhances your ability to provide cutting-edge care but also positions your practice as a leader in the field. This could range from adopting new surgical techniques to integrating comprehensive software solutions for practice management. However, it's also about discerning which innovations truly add value without getting lost in every new trend that emerges. Balancing innovation with proven methods is key.

Boost campaigns with 250+ editable templates. Save, reuse, and wield design tools for business growth.

Navigating Patient Expectations

The relationship between plastic surgeons and their patients is uniquely intimate. Managing expectations is critical; not every desired outcome is realistic or achievable. Honest communication about what can and cannot be done--and managing those expectations--can greatly impact patient satisfaction and your reputation. It's about setting realistic goals from the outset and delivering on promises made. This honesty fosters trust, which is foundational in any patient-doctor relationship.

Creating an Online Presence That Reflects Your Practice

In today's digital age, your online presence is often the first point of contact between you and potential patients. It's imperative that this digital front door reflects the quality and professionalism of your practice. From an intuitive website design that facilitates easy navigation to high-quality before-and-after photos showcasing your work, every element counts. Engaging content that educates potential clients on procedures, recovery times, and what they can expect goes a long way in establishing trust before they even step foot into your clinic. Moreover, active social media profiles can enhance visibility and engage directly with your audience.

Maintaining Ethical Standards Amidst Business Pressures

The pressure to keep the business profitable can sometimes clash with ethical considerations in medicine. It's crucial to remember that at its core, plastic surgery is about enhancing lives--not just profits. Ensuring that every procedure proposed is in the best interest of the patient must always come first. This ethical stance might mean turning away business if it does not serve the patient's best interests or health requirements. Upholding these standards is what ultimately builds long-term success for both patients' well-being and business growth.

At every stage of establishing your plastic surgery practice--from conceptualizing your brand identity to marketing your services--visual aesthetics play a significant role in attracting and retaining clients. Utilizing tools like Desygner can simplify creating professional-looking designs for all your marketing needs without requiring extensive graphic design skills. Whether you're crafting posts for social media or developing brochures for your clinic, Desygner offers user-friendly functionalities that bring your visual branding ideas to life efficiently.

Launching Your Plastic Surgery Empire: The Visionary's Roadmap

In concluding our comprehensive guide on establishing a successful plastic surgery business, it's crucial to integrate innovative strategies and forward-thinking in every step. As someone who has revolutionized multiple industries, from electric cars to space exploration, the essence of success lies in meticulous planning, unparalleled dedication, and embracing cutting-edge technology. Let's recap the pivotal elements that will set your venture apart in the competitive healthcare landscape.

To embark on this transformative journey, one must possess not only medical expertise but also an entrepreneurial spirit that challenges the status quo. The future belongs to those who dare to dream big and implement practical steps towards realizing those dreams. Here are some key takeaways:

• Conduct thorough market research to identify unique opportunities and underserved needs.
• Develop a robust business plan that reflects both your vision and realistic financial projections.
• Secure the necessary certifications and licenses, adhering strictly to regulatory standards.
• Create a state-of-the-art facility that prioritizes patient safety and comfort.
• Embrace advanced technologies for surgical procedures and patient management.
• Implement an aggressive marketing strategy that highlights your unique selling propositions.
• Foster a patient-centric culture that emphasizes empathy and personalized care.
• Leverage tools like Desygner for professional-grade branding and marketing materials.

In this rapidly evolving industry, continuous learning and adaptation are your best allies. Stay abreast of technological advancements and shifts in consumer behavior to keep your practice at the forefront. Remember, excellence in patient care combined with savvy business practices is the blueprint for success.

As we conclude, remember that launching a successful plastic surgery business is more than just performing surgeries; it's about creating a legacy that impacts lives positively. Embark on this journey with confidence, backed by the insights shared here. If you're ready to take your branding and marketing to the next level, consider signing up at Desygner today. Your future as a leading plastic surgeon begins now.

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Plastic Surgery Clinics in 2020 – Steps to Opening One

Cosmetic town journal.

Plastic surgery has continued to grow in popularity with patients looking to turn back the clock and attain a youthful and rejuvenated appearance. They visit plastic surgeons for procedures ranging from a facelift to breast augmentation , liposuction and a Brazilian butt lift (BBL). In addition, plastic surgery can help a person gain a better self-image while also treating visible injuries by improving the appearance and the function of the impacted area on the body. While news stories are written each year about the popularity of plastic surgery among the American public, doctors that want to open a plastic surgery clinic need to address some key points before making the final decision to open a clinic. Let’s take a look at the necessary steps to opening a plastic surgery clinic in 2020.

Opening a Plastic Surgery Clinic in 2020 – Key Points to Consider

Here are some of the key points to keep in mind about opening a plastic surgery clinic in 2020:

• Goal of the Clinic – Opening a plastic surgery clinic takes time, money and patience as well as a clear understanding of the overall business goal. The owners of plastic surgery clinics need to understand that building a successful client base requires a growth in the amount of time and money that needs to be invested in order to maintain the medical and professional standards of the clinic. Patients want to visit a clinic with the latest technology and the competition between clinics to gain patients can cost just as much in time and effort as it does in money spent on advertising and purchasing the newest medical equipment. Doctors must have a strategy in mind to reach their financial goals as well as their desired number of patients. They must understand their target market in order to provide the services they desire and build a sold client base.
• Staffing the Clinic – A new plastic surgery clinic needs to start strong and hire the right people that can make a difference in providing excellent customer service while also having the necessary skills and experience to deliver superior plastic surgery results. Be sure and study the qualifications and background of potential employees bringing them in for a job interview. The hiring of skilled employees is an important step in the process of building a successful and profitable plastic surgery clinic. Once the staff is hired and ready to get to work, keep them engaged and informed about the workings of the business through regularly scheduled meetings. Make sure they stay informed and up to date on the latest trends and research in the field of plastic surgery. It is also important to have an employee handbook for them to review and sign when they are hired to work at the clinic. Employees need to know what is expected of them and what consequences they can face, such as being fired, if they do not follow the rules set forth when they are hired to work at the plastic surgery clinic.
• Advice from Trusted Advisors – One of the smartest steps a doctor can take before opening a plastic surgery clinic is seeking out professional advice from trusted advisors in the medical and business worlds. From the area where the clinic will be located to the design of the building and the social media strategy and advertising budget, plastic surgeons need to know the areas where they need help to achieve their goals. Even after listening to the advice of these trusted sources, the plastic surgeon needs to be ready to take charge and make the final decision about every aspect of the new business.
• Negotiation Skills – When it comes to successful business negotiations, business owners understand that they should never simply accept the first offer that is placed in front of them. They should look at several choices and narrow down their options to make the best decision. Plastic surgeons should consult with a skilled lawyer or business advisor that can provide “real world” advice that will help the new business owner get the best deal at the best price for a building to house the plastic surgery clinic as well as the necessary office equipment to start the business.
• Plan Ahead – The decision to start a business can include plenty of ideas but these ideas should be examined and thought-out to make sure they are all contributing to the overall success of the plastic surgery clinic. Items such as management structure, taxes, 401Ks and equipment expenses must be accounted for in the business plan. Plastic surgeons should create a document folder on their computer and backup up their files on a regular basis. Keeping track of banking statements, insurance policies and accounting information will make it easy to find any needed documents at a later date.

Plastic Surgery Clinic in 2020 – Learn from Your Mistakes

The process of opening a plastic surgery clinic will hit a few bumps in the road. No matter how thorough the plans are for the business, there are unexpected items that will require a plan to be changed to deal with the new information or situation. There will also be some mistakes along the way but it is important to learn from these mistakes. The ability to plan ahead, and also learn from any mistakes or issues along the way, can help doctors that want to open a plastic surgery clinic in 2020 achieve long-term success.

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Medical Spa Business Plan Template

Written by Dave Lavinsky

Medical Spa Business Plan

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their medical spas. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a medical spa business plan template step-by-step so you can create your plan today.

Download our Ultimate Medical Spa Business Plan Template here >

What Is a Med Spa Business Plan?

A med spa business plan provides a snapshot of your medical spa as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a medical spa, or grow your existing medical spa, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your medical spa in order to improve your chances of success. Your business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Medical Spas

With regards to funding, the main sources of funding for a medical spa are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for medical spas.

Finish Your Business Plan Today!

How to write a business plan for a medical spa.

If you want to start a medical spa or expand your current one, you need a business plan. Below we detail what you should include in each section a med spa business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of medical spa you are operating and its status. For example, are you a startup, do you have a medical spa that you would like to grow, or are you operating a chain of medical spas?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the medical spa industry. Discuss the type of medical spa you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.  

Company Analysis

In your company analysis, you will detail the type of medical spa you are operating.

For example, you might operate one of the following types of medical spas:

• Spa with medical services : this type of medical spa business provides traditional spa services in addition to services (such as injectables) that require medical supervision.
• Medical spa: this type of business typically only provides services that need to be supervised by a doctor, or performed by medical personnel.
• Plastic surgeon with medical spa: this type of business primarily offers cosmetic surgical procedures, but also offers non-surgical aesthetic services (such as dermaplaning).

In addition to explaining the type of medical spa you will operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of treatments performed, number of positive reviews, number of repeat customers, etc.
• Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the medical spa industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the medical spa industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your strategy, particularly if your research identifies market trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section:

• How big is the medical spa industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your medical spa? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: Millennials, Gen X, and Baby Boomers.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of medical spa you operate. Clearly, Millennials would respond to different marketing promotions than Baby Boomers, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most medical spas primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.  

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With Growthink’s Ultimate Medical Spa Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other medical spas.

Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes traditional spas, or home treatments. You need to mention such competition as well.

With regards to direct competition, you want to describe the other medical spas with which you compete. Most likely, your direct competitors will be other medical spas in your area.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

• What types of customers do they serve?
• What types of services do they offer (surgical, minimally-invasive, etc.)?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide a broader range of services, like permanent makeup, vein treatments, etc.?
• Will you retail medical-grade skincare products?
• Will you provide specialty techniques that your competitors don’t offer?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a medical spa, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of medical spa company that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to facial fillers and injectables, will you also offer microdermabrasion?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the products and services you offer and their prices.

Place : Place refers to the location of your medical spa company. Document your location and mention how the location will impact your success. For example, is your medical spa located in a busy retail district or in a medical district, etc. Discuss how your location might be the ideal location for your customers.

Promotions : The final part of your medical spa marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

• Advertising in local papers and magazines
• Reaching out to local websites
• Social media marketing
• Local radio advertising

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your medical spa, including sourcing and ordering treatment inputs, providing consultations, marketing, and performing treatments.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 1,000 th patient / customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your medical spa to a new location.  

Management Team

To demonstrate your medical spa’s ability to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally you and/or your team members have direct experience in managing medical spas. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in running medical spas or successfully running a plastic surgery practice.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you perform surgery every morning, or will you dedicate certain days to specific procedures? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your medical spa, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a medical spa:

• Location build-out including design fees, construction, etc.
• Cost of equipment and supplies
• Payroll or salaries paid to staff
• Business insurance
• Taxes and permits
• Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your spa location lease or a treatment list, or any endorsements or industry accolades you may have received.

Putting together a business plan for your medical spa is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the medical spa industry, your competition, and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful medical spa.  

Where Can I Download a Medical Spa Business Plan PDF?

You can download our medical spa business plan PDF here. This is a medical business plan template PDF you can use to help get you started on your own med spa business plan.  

Medical Spa Business Plan FAQs

What is the easiest way to complete my medical spa business plan.

Growthink's Ultimate Medical Spa Business Plan Template allows you to quickly and easily complete your Medical Spa Business Plan.

What is the Goal of a Business Plan's Executive Summary?

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of medical spa business you are operating and the status; for example, are you a startup, do you have a medical spa business that you would like to grow, or are you operating a chain of medical spa businesses?

Don’t you wish there was a faster, easier way to finish your Medical Spa business plan?

OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how a Growthink business planning advisor can create your business plan for you.

Other Helpful Business Plan Articles & Templates

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Cosmetic Surgery Center Business Plan and SWOT Analysis

Cosmetic Surgery Center Business Plan, Marketing Plan, How To Guide, and Funding Directory

The Cosmetic Surgery Center Business Plan and Business Development toolkit features 18 different documents that you can use for capital raising or general business planning purposes. Our product line also features comprehensive information regarding to how to start a Cosmetic Surgery Center business. All business planning packages come with easy-to-use instructions so that you can reduce the time needed to create a professional business plan and presentation.

Your Business Planning Package will be immediately emailed to you after you make your purchase.

Product Specifications (please see images below):

• Bank/Investor Ready!
• Complete Industry Research
• 3 Year Excel Financial Model
• Business Plan (26 to 30 pages)
• Loan Amortization and ROI Tools
• Three SWOT Analysis Templates
• Easy to Use Instructions
• All Documents Delivered in Word, Excel, and PDF Format
• Meets SBA Requirements

Cosmetic and plastic surgery has become extremely popular in the United States over the past 20 years. There are now a number of new procedures that can be done in office that have a relatively low cost, and a relatively short recovery time. As the techniques used by plastic surgeons and cosmetic surgeons become more advanced, the price and complexity of having these elective procedures carried out has declined significantly. As such, cosmetic surgery centers have become popular businesses among surgeons that are properly licensed to operate as a plastic surgeon or cosmetic surgeon. It should be noted that many dermatologists also operate in a cosmetic capacity, and as such these positions that operate within a dermatology specialty will frequently seek to develop a cosmetic surgery center as well either as a solo-practice were with a number of other physicians that can provide a host of cosmetic improvement procedures.

The gross margins generated by cosmetic surgery centers are extremely high with most procedures producing gross profits of 85% to 95% of the total revenues generated. The startup costs associated with these businesses is moderate and can range anywhere from $250,000 all the way to $2 million depending on the scope and scale of the facility. If the facility is going to be providing large scale in office procedures that require anesthesia than the startup cost will be significantly higher as the facility will need to be built as a surgical center. Smaller practices that offer procedures that do not require anesthesia typically have a lower startup cost. The barriers to entry for this type of business are also extremely high given that it must be operated by a duly licensed surgeon who can who is board-certified provide plastic surgery or cosmetic surgery. The extremely high educational requirements and licensing requirements make these businesses few and far between even in major metropolitan areas.

As such, once these businesses are established they are able to generate revenues and profits in most economic climates. These businesses tend to thrive in larger metropolitan areas or areas that have a number of high net worth and high income individuals who will continually undergo procedures even during times of economic recession. It should be noted that there are also a number of specialty lending companies that provide patients with the ability to finance their cosmetic procedures. This can drastically boost the revenues of the business as people will be able to pay for the surgeries over a period of time rather than through upfront payments. Generally, it should be noted that most insurance companies and publicly funded health systems do not provide for cosmetic surgical procedures unless it is due to an accident or disfigurement.

Given the very high gross margins, very high educational requirements, and complex licensing requirements – almost all financial institutions, banks, lenders, and private investors are willing to put up the necessary capital in order to develop a new cosmetic surgery center. As such, a cosmetic surgery center business plan needs to be developed that showcases a three-year profit and loss statement, cash flow analysis, balance sheet, breakeven analysis, and business ratios page that is on par with that of other cosmetic procedure centers. As it relates to industry research, cosmetic and plastic surgeons generally upwards of $3 billion a year of revenue and provide jobs for approximately 30,000 people. Approximately 7,500 individuals are properly licensed and board certified as plastic surgeons within the United States. The remaining employees that are hired by these businesses consist of physician’s assistants, surgical assistants, receptionists, nurses, and anesthesiologists. If complicated procedures are going to be rendered on site than a staff anesthesiologist is going to be hired to properly administer these medications to patients. This can add a significant amount of expense to the ongoing costs of these types of businesses.

Outside of the information relating to the expected financial results of the business and the industry research, a full demographic profile that encompasses a 50 mile radius should be included as well. Although people travel from further to see specific surgeon, most cosmetic surgery practices do have a target market radius of 50 to 75 miles. Within this documentation a full examination of the median household income, median family income, household value, percentage of people over the age of 45, percentage of women in target market, and other relevant information regarding the general populace. This examination should also include a discussion regarding competitors that may be in the area. Although most plastic surgeons consider other practices to be colleagues rather than competitors – it is still important to examine the overall market and how much revenue can be generated on any given yearly basis among the number of practices operating within any specific area.

A cosmetic surgery center marketing plan also needs to be developed and this is going to be one of the more complicated aspects of the business planning process. Given that there are a number of other surgeons in major metropolitan areas, it is imperative that the owner operator developed a multipronged approach for obtaining new patients. First, many cosmetic surgery centers will hire a publicist in order to get information about the practice and its surgeons into lifestyle articles in magazines. This can be expensive but the results can be phenomenal if this is done correctly given that many people will turn to beauty magazines and lifestyle magazines to get a better understanding of plastic surgery procedures. Two, many cosmetic surgery centers will also engage in a broad-based print and advertising marketing campaign that includes taking out print advertisements in newspapers, magazines, radio advertisements, and distributing mailers within the specific market to the target demographics. A third-party marketing and advertising firm can be hired to acquire mailing lists of individuals that fall into the demographic profile. This is expensive but it can result in a tremendous return on investment as it relates to the cosmetic surgery centers marketing budget.

A website showcasing the facility, biographies of key surgeons, services offered, preliminary pricing information, contact information, and how to schedule appointment should all be found on the website. This website should be listed among all major search engines. Beyond a proprietary website, and expansive presence on social media should be included as well. This includes maintaining pages on FaceBook, Twitter, Instagram, and Google+. Certain patients may allow the cosmetic surgery center to showcase before and after pictures of completed procedures. Once this permission is given, many cosmetic surgery centers will upload these photos to their social media pages to show the quality of the surgeons work. This can be one of the best ways that many people placed their trust in a specific surgeon for carrying out an elective procedure. Additionally, many social media platforms allow for individuals to write reviews regarding their experiences with a specific physician or surgeon or cosmetic surgery center. Over time, the stronger views can greatly boost the visibility of the business given that many people will now turn the social media for recommendations for things like specialty elective procedures.

A cosmetic surgery center SWOT analysis should be produced as well. As it relates to strengths, cosmetic surgery centers are able to generate extremely large revenues from the specialty elective procedures that they provide to the general public. The operating costs are high, but these are substantially ameliorated by the procedures that have a price tag of $5,000 to $100,000 for specific types of surgical services. For weaknesses, unlike other types of medical businesses these businesses have some issues generating top line income during times of economic recession. However, many cosmetic surgery centers will also provide certain selective surgical services that are necessary for a patient’s health. These procedures include things such as fixing a deviated septum. These procedures are often covered by private insurance. As such, despite declines in top line revenues as it relates to elective procedures – a surgeon can ameliorate this risk by providing some non-elective procedures that improve a patient’s health. For opportunities, these businesses will frequently hire additional staff plastic surgeons and dermatologists in order to generate additional billings. For threats, there’s really nothing that is going to impact the way that these businesses conduct their operations over the next 10 to 20 years. As more people enter the senior citizen age from the Baby Boomer population – the demand for elective procedures is expected to increase substantially. The estimated growth rate over the next 20 years is going to be 5% per year.

A cosmetic surgery center can be an outstanding business investment for either an entrepreneur that is looking to hire a number of surgeons to render the services or a surgeon owner that wants to own their own business. While the operating expenses are high and the barriers to entry are also extremely high – once established, these businesses are able to generate millions of dollars a year in revenue as well as millions of dollars in profit for their owners. The demand will continue to be there in most economic climates and given that this is only a service that a handful of people can provide, there is very little risk of ongoing competition squeezing the revenues and profits of these businesses.

14 Plastic Surgery Marketing Strategies To Get More Leads

• Healthcare Marketing , Plastic Surgery Marketing

Plastic surgery marketing refers to the marketing strategies plastic and cosmetic surgery providers, and practices use to attract new patients and increase awareness of their plastic surgery or cosmetic surgery business. Plastic surgery marketing has evolved almost 100% to internet marketing.

People are increasingly turning to plastic surgeons to enhance or augment a wide array of cosmetic issues. At the same time, prospective clients are becoming increasingly concerned about the quality and level of trustworthiness in the surgeons that they ultimately choose to visit. Your prospects are doing their online homework prior to considering any particular procedure or surgeon.

As such, it is important to have an effective plastic surgery marketing plan in place in order to reach potential clients both in the research phase, as well as the phase when they are going to select which plastic surgeon they will do a consult with.

What Should Your Plastic Surgery Marketing Look Like Today?

Table of Contents

Marketing your plastic surgery clinic will take on an entirely different shape than it did a mere decade ago. You must begin by refining your brand and then ensuring it is reflected throughout all of your online and offline marketing efforts.

This includes the following:

• Your Website
• Your Landing Pages
• Clinic Blogs
• Social Media Pages
• Email Marketing Pieces
• Online Advertising
• Offline Marketing
• Patient Reviews
• Clinic Sponsored Events
• Loyalty Programs
• Budget Planning

If you can account for each of these items, you will be well on your way toward establishing an effective plastic surgery marketing plan for your clinic in the 21st century.

Marketing Strategy for Plastic Surgery

You would not begin driving on a road trip without first knowing which direction you are heading. Likewise, you should not implement a marketing plan for your clinic without first having a refined strategy in place. Your marketing plan needs to be well thought out, and it needs to be comprehensive in scope. People today receive information from so many places, so it is important to have a visible presence almost everywhere if you want to be noticed. This guide will highlight many of the places where a smart marketing strategy should focus when promoting your plastic surgery clinic.

Branding your Plastic Surgery Practice

If you want people to recognize and remember you, your brand needs to be well-established. This is important. Your message might reach people who, at the current time, are not considering plastic surgery as an option. In the future, this may change. If you have a properly defined brand, then you will be the clinic that they are likely to look at first. This is an important step for plastic surgery marketing.

Plastic Surgery Brand Messaging

Your message should appeal to the emotions of your potential patients. You have something to offer them that they want and need. This should be reflected throughout your brand, including your medical spa marketing efforts. You will want to avoid any type of negative wording, and you want to be realistic with the expectations that you convey. It is not prudent to promise the moon if you cannot deliver. Prospects value honesty in a brand more than they do in a way that is misleading and presumptuous.

Use conversational language in your messages and avoid using overtly medical terminology that the average prospect will not understand. You want prospects to be able to know why they should have a procedure done and why they should choose you. This should all come from the message that your brand conveys. Understand who your target audience is and actively work to craft a message that is designed to hit home with them. You can effectively do this by writing in the second person, making sure that you refer to prospects and yourself as ‘you’ and ‘we.’

Plastic Surgery Brand Visuals

Part of knowing who your target audience is involves using visuals that are realistic and appealing. You want to make sure that the pictures you use reflect the actual work that you are able to accomplish with the average prospect. This goes back to the principle of not over-promising anything. Your prospects want to know exactly what you are able to deliver to them, and this should be reflected in all of the visuals that you use in your plastic surgery marketing material.

It is also important that you do not appear to be too exclusive. If you do that, you will limit the number of prospects that come your way. Focus on the interior design of your office. You want it to be modern and comfortable but also appealing to a broad client base. If you have doubts about this, consult with an interior design specialist to learn more about the type of furniture and wall hangings to incorporate into your office structure.

Finally, all marketing material that you produce should be proofread and double-checked for accuracy. You do not want to make any obvious mistakes here.

Your Plastic Surgery Website

Gone are the days when people drove around looking for a plastic surgeon’s office, only to walk in and start asking questions. That just does not happen today. People begin their search almost entirely online, so you will want to view your website as your storefront. This is where you get to make a positive first impression and encourage them to come inside and have a more detailed look. You need to operate under the assumption that nobody is going to walk into your clinic before they first have a look at your website.

If you already have a plastic surgery website, but it’s not ranking well, Digital Logic offers free SEO audit services .

Why Is Your Plastic Surgery Website So Important?

Why do you need a website?

When considering why your website is so important, you just need to think about the types of prospective clients that you are hoping to reach.

Your website is a way to do just that: think of your website as the ultimate plastic surgery marketing tool.

You can incorporate many types of media into your site that can provide the information that your prospects need to make a decision to come and see you. If you focus on providing content on your site that is easy to understand, you will appeal to the broad base that you are hoping to target. The more people understand about the plastic surgery process, the more likely they are to make the next step and contact you personally.

Plastic Surgery Website Design

As you consider the design of your website, you will want to think about the role that plastic surgery SEO and SEO content play within its structure. It does little good to have the most professional and chic-looking website published online if nobody is able to find you. Remember that your prospects will be searching for a plastic surgeon in your area, but they will not know you specifically. In order for them to find you, you need to design your website with keywords and content that get picked up by the major search engines of the world.

In order to keep people on your site, once they do find you, it is important to have an updated and modern design in order to capture their interest. Sites that have not been touched in two to three years should be considered taboo. Also, keep in mind that more and more people are using their mobile devices to access the Internet. As a consequence, it is also important to incorporate responsive design into your site. This will allow it to be equally as great on a mobile phone as it does on a desktop monitor.

Plastic Surgery Website Content

Your website should not just be a placeholder for your contact information. Think, how can my website help my efforts in plastic surgery marketing?

First, do not waste the time of those who visit. You want to focus on providing relevant content that really matters to your target audience. To do this, you will want to be clear about informing your visitors about the types of procedures that you offer, as well as your geographic location. Because you’re considered a local service provider, you’ll want to heavily invest your time or resources into local online marketing services . You want to do this because your prospects have a desire to know exactly what it is that your clinic does. You also want to provide this type of content because it will plant those seeds that will eventually water into a desire to learn more about various types of procedures.

It is equally important that you use your website to highlight your specialty areas. Make these clear and inform prospects of your training and experience that have brought you to this point. This begins to instill a level of trust and familiarity among your prospects. Also, use different pages in order to highlight different procedures. This keeps everything clear, organized, and easy to understand.

You also want to include all clinic-related information that could prove useful to your prospective clients. These include:

• Surgeon Bios
• Landing Pages for Procedures and Special Offers
• Awards and Accolades
• Financing Options
• Extra Services Offered
• A Blog That Is Regularly Updated

If you can include this content on your website in a visually appealing fashion, then you will be more likely to attract the type of prospect you are hoping to target.

Plastic Surgery Before and After Galleries Are Your Best Testimonials

One of the most effective promotional pieces for a plastic surgery clinic involves before and after pictures. This gives your prospects a real-life example of what the procedure can potentially do for them. To make this effective, you will want to include a variety of different photos in your galleries. Each photo should also be relatable. Your prospects should be able to locate a patient who looks similar to them. This will motivate them that change can come as a result of the work that your clinic does. You should look at each photo as its own silent salesperson promoting your practice in the background.

Make sure that these picture-based testimonials work for you. You can effectively do this by not using before and after mugshots. You need something bright and appealing, so look at including nice lighting and pleasant backgrounds in the shot. Also, don’t just leave it in the picture. This is your chance to market the procedure, so explain what the goal of the procedure was and how you went about achieving the positive results reflected in the photos.

Under the Skin

In order for sites to effectively provide marketing for plastic surgery clinics, the website needs to be adaptable. While templates look great on the surface, they do not allow for new technology and future improvements to be implemented easily.

Instead, you want to have a professional put in a solid back-end system of coding so that the site can be easily expanded on in the future as your needs dictate. You will probably not have the time or expertise to do this yourself. As a solution, you will want to consider hiring someone who can actively update and back up your website on a regular basis.

Plastic Surgery Landing Pages: Where Visitors Convert to Leads and Leads Convert to Consultations

You will want to focus heavily on your landing pages, as this is where you convert your visitors into solid prospects. You want each page to be specific. Some pages might focus on educational content, while others might focus on getting visitor information so you can engage them in your marketing campaigns at a later date.

Here are some examples of landing pages that you will want to consider incorporating into your plastic surgery clinic website:

• Subscribe to a Blog or Email List
• Download a Variety of Educational Tools
• Request Additional Information
• Schedule a Consultation
• Sign Up For a Loyalty or Rewards Club
• Sign Up To Attend a Special Event

Each of these landing pages is designed to elicit a response from your visitor. When done correctly, you will find that you will gain more prospects than you otherwise would have.

Plastic Surgery Landing Page Content

As you consider the content that you include on each landing page, you need to think about the value of your visitor’s time. If you request a lot of information, they will not be as likely to respond. Instead, you want to focus on just asking for a few details that will give you the information that you need to follow up with them at a later date.

In other words, the fewer details the request will result in a higher likelihood of people responding. It is also important to entice your visitors with something that will encourage them to take action. You can do this in numerous ways such as through patient stories, tip sheets, links to various videos, and info-graphics.

Think about what content you can promote to get people in the door. Perhaps a Facebook ad promoting one free session of underarm hair removal, then once they come in, you can up-sell them on injectables or any other type of elective surgery they might have also been thinking about. There are dozens of these types of offers you could run to get people in the door for up-sells.

Dive Deep Into Niche Content for Services Offered by Your Cosmetic Surgery Practice

Just as you have probably developed specific specialty areas within your practice, there will be unique areas of plastic surgery that certain segments of your population will be more interested in than others. As such, you will want to consider writing niche content that appeals directly to this unique segment within your targeted marketing audience. This will help you to attain a better quality of leads because those individuals will know that you provide a service that they are already interested in.

Content With a Twist

Here is where you can really begin to appeal to a broad segment of your target population. While it is ok to use medical jargon when you are at a plastic surgeon’s convention, you want to avoid it like the plague on your website. Remember that your clients do not understand the medical aspect of your practice. They want to be able to relate to the content that you provide on your website.

You have heard that pictures can speak a thousand words. This is true, so use this principle to your advantage by providing infographics when appropriate. This visually shows the benefits of a procedure that you offer without confusing the visitor with too many words that mean nothing to them. You want to focus on clear descriptions, supplemented with visual aids whenever possible. It is this type of contact that provides a twist to your website that can be highly effective in your plastic surgery marketing campaign.

Landing Page Design

When you set out to design each landing page, make sure that you focus on what you are trying to accomplish. You want people to be drawn in and encouraged to respond, so the page itself should be attractive and professional. You are representing your practice with these pages, so make them count. If you have a poorly designed page it will convey the image that you do not care much about your practice as well. Instead, make your landing pages clean and relevant. This will give you maximum exposure and provide a positive impression to your visitors that you are aiming to convey.

Landing Page Promotion

Now that you have put so much work into your landing pages, it is important to consider how people are going to find them. There are many ways to do this, but the key is to be visible across a variety of media channels so that people will end up on your landing page and be encouraged to take action.

Here are a few suggested ways that you can make this happen:

• Promote offers at your clinic so that people can find your landing pages.
• Issue calls to action.
• Incorporate targeted, on-site advertisements.
• Promote your landing pages on the homepage or other pages that are frequently viewed by visitors.
• Have links on any pages that discuss specific surgical procedures, effectively inviting readers to download any educational material that you have placed there.
• Use blog articles, social media posts, email marketing campaigns, the signature lines on your emails, and any offline channels that you use to promote your landing pages.

The key is to remember that landing pages should be seen as a versatile and effective way of converting visitors into prospects for your plastic surgery clinic.

Plastic Surgery Blog: Relevant Content to Attract Attention

Blogs have proven to be a highly effective way of marketing plastic surgery clinics. People who are wanting to learn more about the procedures that you have to offer will often turn to blogs to do their research. For your blog, you want to focus on using it to create relevant content and to draw attention to your clinic.

Your blog should be viewed as the second most effective resource that you have to add to your inbound marketing toolbox. It is how you can brand yourself as an expert, and it will enable you to meet prospective new patients. At the same time, you can use your blog to educate prospects about a wide range of procedures that you offer.

Blogs also help to increase your search engine optimization ranking because it results in the production of content that is indexable. Your visitors will also appreciate your blog if it allows for better educational awareness. This will result in consultations that are more meaningful because your clients will already have some knowledge of the procedure that they want to be performed.

What Makes a Plastic Surgery Blog Great

Blogs should be approached in a methodical manner. You need to be focused on the creation of content that really means something to your patients. As such, you really want to focus on the topics that you write about. A common approach is to educate your readers about popular surgical and nonsurgical procedures that you have to offer.

You will also want to consider writing articles that talk about new procedures in the field of plastic surgery. This will further set you apart as an expert in the field, and your blog will be perceived as much better as a result. The great blogs are those that your readers want to share with others because of the quality content that you provide on a consistent basis. Here are a few suggested ways that you can make this happen:

• Offer information about a healthy lifestyle: skin care, exercises, food choices, and more. This will help increase patient loyalty.
• Announce any new developments and updates that relate directly to your practice and clinic.
• Let your readers know about any awards you have recently been given. This includes your practice in general and for your staff.
• Introduce any new staff members and facilities. Doing so makes your practice appear to be more personable.
• Provide case-study summaries that tell the story of some of your patient’s, but make sure you do not violate any HIPAA laws in doing so.
• Remember that successful blog posts are not always traditional. Feel free to think outside of the box.
• Consider adding videos and infographics to your blogs.

These ideas and others will help to make your blog successful in the end. The key is to create excitement and increase your readership over time.

Keys to Successful Plastic Surgery Blogging

Just like your website content, your blogs should not be overly wordy either. You want your articles to be conversational in nature. It is also important to consistently publish new articles. This will encourage your readers to keep coming back to see what you have to say, and it will help your search engine optimization (SEO) ranking as well. Remember to promote your blog so that others can find it easily, but do not over-promote your own practice. You want to be seen as a practitioner who wants to educate the public and not just win over new patients.

The same holds true for MedSpa SEO .

You Don’t Have to Write it Yourself

You are probably thinking that all of this information about blogs sounds great, but how are you going to find the time to write all of these articles? The simple answer is that you do not have to. After all, you chose the medical profession for a reason. You might not even be a writer. That is OK. You can have someone else write your blogs for you.

However, the key here is to remember that you need to hire someone who you can trust. The content must be of the highest quality, and it must be accurate. You do not want to end up publishing erroneous information on your blogs because you hired someone who did not really understand the practice of plastic surgery. If you want to get some good ideas, then you can also look at how some of the top hospitals create content. The top websites in hospital marketing do a fantastic job of creating content, and you can see it because they often dominate search results for medical-related searches.

YOU COULD ALWAYS HIRE A PROFESSIONAL MARKETING AGENCY THAT SPECIALIZES IN PLASTIC SURGERY MARKETING.

Social Media Marketing for Plastic Surgery Marketing

If it seems as though just about everyone in the world today has a presence on social media , that is because it probably is not far from the truth. Part of your plastic surgery marketing plan must incorporate the use of social media.

Doing so will help you build a solid fan base in a specific location and with the demographic group that you are hoping to target. Social media helps you to effectively engage with your current clients and with potential patients. You will also have colleagues who will refer others to you via your social media site .

Since everyone is on social media these days, you need to be as well. However, your mere presence on social media will not achieve marketing results on its own. You must have a social media campaign plan and be an active contributor in order for that to happen.

How to Use Social Media Marketing for Plastic Surgeons

Social media can be useful in a variety of different ways. You will want to choose which of the following strategies works within the context of how you operate your plastic surgery clinic.

Some possible ideas include:

• Promoting special offers
• Providing links to content on your website
• Answer questions that are commonly asked relating to plastic surgery procedures
• Display before and after images
• Run various surveys and contests
• Use Instagram to promote cosmetic healthcare, such as MediSpa products
• Use Twitter to give quick announcements with links to all of your followers
• Use Facebook to invite followers to various events. You can also post content on your Facebook page. Make sure you keep your business and personal Facebook pages separate.
• Use Snapchat to share videos, engage your followers in question-and-answer sessions, conduct interviews, and share news.
• Use YouTube to publish short videos where you explain a certain procedure or talk about various products or treatments that your clinic provides. However, stay away from videoing the actual procedure itself.
• Use social media to implement a targeted ad campaign.

These are just a few of the many ways that you can use social media to your plastic surgery marketing advantage. The key is to be visible and to stay vigilant. Do not just post something one day and then leave it to sit for a year. That sets the wrong impression. Staying active will gain you a following that will result in prospects.

General Plastic Surgery Social Media Marketing Rules

You will want to remember that social media is a two-way street. It needs to be interactive. This is not a digital billboard. Interaction is the key. You will want to listen to what your followers have to say.

The more that you do, the more you will learn what your prospective patients want from the plastic surgeon that they choose. You can then use this information to create even more valuable content to post on your website, in your blogs, and on social media.

At the same time, you do not want to come across as a salesperson on your social media site. This is a fine line. Of course, you want to promote your practice, but you want to do so in a subtle manner that does not sound like you are making an overt sales pitch.

You want to always present yourself in a professional manner. Remember, you are not a comedian. People are coming to you because of your medical expertise. That needs to be reflected in your interaction online. When people do express concerns or ask questions on your social media page, you want to answer them as soon as possible. If you’re interested in growing your cosmetic surgery practice, Digital Logic is an industry-leading internet marketing service agency !

Strategic Marketing Planning for Plastic Surgery Practices

You want to plan out your social presence. Think about what you want to achieve. Your goal should be to do the following:

• Generate more solid leads
• Build your personal brand
• Develop a brand for your practice
• Nurture existing leads
• Target a specific audience

If you keep your goals and objectives in mind, you will find that your social media presence becomes much more effective in the end.

Email Marketing for Plastic Surgeons

Many people make the mistake of thinking that email is outdated and no longer effective. That is simply not the case. This is a classic marketing tool that is still productive if used in the right way. You will want to use your email marketing campaign in conjunction with your website and with social media. It can be a way of nurturing leads, and it will help you to target a specific group of prospects.

Email Converting Contents

Email needs to be designed in such a way that the contents are meant to convert readers into prospects. You want to make sure that your email is sent in such a way that people will be more likely to open it when it arrives in their inbox. This begins with a powerful subject line. Make it catchy and creative. You also want to ensure that your email contains valuable information. Always be mindful that your reader will only invest a few minutes at most into going through your email. Make them count. Do not put a great deal of fluff in there, or you will just be wasting your time.

Another part of email conversion is to insert links to your website or blog in strategic locations throughout the message. This will get you the visitors you desire, where it counts most. It is also important to issue a compelling call to action. Give the reader a reason for spending their time going through your email. An actionable request will result in many people following through. Here are a few other principles to keep in mind as you consider drafting your next email to send out:

• Make sure that email is addressed to a real person. These are more likely to be taken seriously and opened.
• You can send out group emails to highlight one-time promotions.
• Use a service that will provide you with detailed email analytics that will tell you conversion rates. It is important to know how many people have read the email and what percentage are actually following through on your various links and calls to action.
• Keep in mind that it is far less expensive to retain customers than it is to go out and find new ones.
• Use your emails to offer discounts to patients who have shown their loyalty to your practice.
• You can also segment your email and send them to particular demographic groups. You can target readers by age, procedure type, socioeconomic status, and more.

Following these guidelines will help with your email conversion rates. Take time to ensure that you are getting the most out of every email that you send out to your list of subscribers.

What Makes Email Marketing Work?

When beginning to create your email marketing strategy, it is important to keep in mind that you need to have permission from everyone that you email regarding your practice. This is a legal requirement. To make your email marketing work, you want to ensure that you stay within those parameters.

You also must provide a way for each individual to unsubscribe from your email list. This option should be included in each and every email that you send out. As you send out our emails, you also want to make sure that they have a Domain Keys Identified Mail (DKIM) signature. This attaches your domain name to the message, which gives it authenticity.

You also want to make sure that your email is formatted for mobile devices. The principle here is that more and more people do much of their computing these days right from their phones or tablets. Your email needs to look good on that smaller screen so that your audience can easily read it.

Also, you need to study the results from your inbound marketing campaign in order to effectively plan the emails that you send out in the future. If something is not working, you will want to know that so that you can tweak your strategy moving forward. On the other hand, campaigns that are working should be continued.

Remember that relevance and timeliness are the two motivating factors for the readers of your email. You want to think about the messages that you send out and the time that your email arrives in your reader’s inbox. This is what makes email marketing work in the end.

Make sure as well that you use captivating words and phrases such as perfect for you and affordable in your emails. Conduct some keyword research related to your practice to determine what the subject of your email should be.

Online Marketing for Plastic Surgeons: Paid Media

When you are ready to promote your clinic beyond the realm of free online advertising, you will want to look at options for paid plastic surgeon marketing. This is a cost-effective way of reaching even more people with the options that you provide in your practice. This section details some of the many options that are available in terms of paid online advertising.

Pay-Per-Click or PPC

Traditional marketing efforts required businesses to print up large amounts of brochures and distribute them to the masses. The problem is that most of those individuals would have no interest in a plastic surgery practice. However, this had to be done in order to get the material into the hands of those who could possibly become prospects. This has been shown to be an ineffective form of marketing to the masses.

Pay-per-click advertising, on the other hand, is a way of getting your advertisements into the hands of only your target audience. It does this based on keywords and Google AdWords. When people conduct searches in the area of your practice, they will see your marketing message. It will appeal to many who look at it. When the reader clicks on the ad, he or she will be instantly taken to your website or other location of your choosing. This is regardless of whether you own a private practice or are part of a bigger hospital PPC campaign program. You will pay a small fee each time a click is made. Learn more about our PPC Management services .

Display Ads

These are also known as banner ads. They are marketing messages that you see at the top of Internet search pages or other locations on the Internet. Again, these can be targeted to a specific demographic group and are an effective form of paid online advertising.

Social Media Ads

You can now jump on the social media bandwagon by openly promoting your practice there. You can do this via the use of paid and targeted ads. Again, search algorithms now make it possible for your advertisement to be delivered to the very type of social media user that you are hoping to draw into your practice. This is also a way to boost your existing social posts, which gives you more visibility across a variety of digital media channels.

Since so many people today are using their mobile devices in a number of different ways, it is prudent to target these types of users with advertisements relating to your plastic surgery clinic. Catering directly to your prospects who use mobile devices for most of their online needs is critical today for your lead generation efforts. It is yet another way of drawing in more serious prospects for your plastic surgery marketing campaign.

Retargeting Ads

Technology has evolved to the point that you can now determine who has visited your site before. When they return, you want to re-target them with another effective marketing approach. You can appeal to them directly with a new pitch about your plastic surgery practice, knowing that they are already interested in you, given their return visit.

Native Advertising

You can also look at native advertising as a way of increasing your exposure. This is the modern, digital form of traditional marketing. You pay a fee to place some of your informative content on another platform on the Internet, where people from your target audience are known to visit in large numbers. While there are advantages to doing this, there are some drawbacks as well.

This is a longer approach than you will get with standard advertising. In addition, your content and message will match the background of the site that it appears on. This could be confusing to your prospects as they begin to see that you have a different design approach. It is also a more indirect form of advertising, so it is difficult to measure the results.

Paid Online Advertising Offers Major Advantages

If you are going to pay for something, you want to be reasonably assured of positive results. For its part, there are some major advantages to engaging in paid online advertising efforts. One of those is that the results you achieve can be quick. There is no waiting around for paper to be printed up and then delivered into the hands of your prospects. Paid online advertising gets your message in front of those you intend almost instantly. You can begin to notice results soon thereafter.

Online advertising also allows you to both track and evaluate the results. You can visualize how many people you are reaching with your messages and how many of those are actually taking action. There are a variety of online tools and resources that will help you analyze the effectiveness of virtually any digital media campaign that you engage in. You or a marketing professional can then study this data in real-time and make any necessary changes as you see fit.

Another major advantage of paid online advertising is that your campaigns can be turned on and off with the touch of a button. This will enable you to fix any mistakes you notice or tweak your messages to reflect current promotions and updates that you might have. There are many reasons why you might want to halt your online campaign, and this method allows you to do just that. In addition, you can use the information gathered from your pay-per-click messages to help with your organic listings as well.

Pull It Together

In summary, paid media can prove effective at lead generation efforts and triggering conversions from visitor to prospect. At the same time, it is also complex and requires a strategy to be implemented in order to be effective. You need to consider the following areas as you begin to approach the possibility of paid online advertising:

• The position of your ad
• The design of your ad,
• Your content
• Who to target the ad to
• The selection of keywords
• The tracking of those same keywords
• Bidding prices
• The strategy of your landing page
• How to effectively manage your marketing campaign
• Tracking and analyzing the performance of the campaign

As you begin to run your digital marketing campaign, you will want to track click-through rates. If they are not as high as you would like, you will need to consider your keywords. You need to constantly be refining that part of your strategy in order to get your message in front of as many members of your target audience as possible. You also want to determine the number of conversions that you get from this strategy, allowing you to determine the cost of each conversion. This will help you to determine the value of your online marketing efforts.

If you end up with many click-throughs but relatively few conversions, then you are not getting any return on your investment. This is an obvious indicator that you need to change something within this part of your marketing approach. Remember that paid media will just be a waste of money if it is not properly implemented. This is why you will want to consider having an expert handle any type of paid online advertising campaign. They know how to get your message in front of the right people in order to maximize your conversion rates. Remember that paid advertising is more effective if it is only one part of your complete marketing approach.

Offline Marketing for Plastic Surgeons

As we shift towards talking about offline marketing opportunities for plastic surgeons, let us just say that online advertising should be your first priority. It is simply much more cost-effective in the long run. That being said, there are offline opportunities that you should keep your eyes open for. You want to specifically focus on those strategies that best align with your specialties and the demographics of your patients.

If you choose to go with a print-based brochure for your plastic surgery clinic, you want to carefully consider the readership of that particular publication. You will want to look at opportunities with exclusive golf or country club publications. These have the readers that are more likely to be interested in material related to plastic surgery. You can look at putting your advertisement in local or regional lifestyle magazines. This further refines your demographic audience. You can also look at advertising with national magazines that offer local targeting options. This enables you to only pay for your ad to be included in the editions that go to readers in your local area.

Billboards can still be an effective form of advertising in many situations, but only if they apply to you. These can be an excellent way of marketing your practice if you are in a smaller market area, but they are not so good if you are in a major city. Your content and message must be brief and to the point. You have mere seconds for the reader to determine what it is you are trying to say and whether or not your message is for them.

In rare instances, television advertising may work for you. However, keep in mind that ads are extremely expensive making any return on investment that you might achieve to be small in comparison to other forms of marketing. You will want to consider economies of scale here, as this may not be the best use of your marketing dollars. If you want to go to the television route, you will want to consider narrowing your focus only to morning shows. They may be a lot more open to negotiating a good price for your promotional campaigns.

Radio advertising is another form of offline marketing that is not typically recommended today. There are simply better ways of reaching your target audience. If you do decide to go down this path, perhaps because of your specific market, you will want to look for a local radio that contains health-related programming. This will allow you to potentially reach much of your target audience.

Direct Mail

While this used to be one of the more popular forms of advertising, it is not an effective one today. However, there are still some occasions when you might want to make use of it. Direct mail marketing is still seen as an effective way of introducing a new clinic. You can also target promotional pieces to certain zip codes where high-wealth individuals tend to live. You can also use this form of marketing to send birthday cards or letters to current and former patients as a way of keeping your name in front of them.

Almost everyone likes to receive something for free. If you choose to do this, make sure that it is promotional in nature and that it looks professional. You never know where your giveaway is going to end up, so you should view it as a way of marketing to people you have never seen before. At the same time, make sure that your giveaways are not perishable, or you will lose that marketing potential quite quickly. You want something that people can display or use for quite some time.

Things Change

When you look at any offline marketing campaign, remember that things are subject to change at any time. The tastes of your prospective patients change, as do what they tend to focus their attention on. What is in vogue today might be outdated tomorrow. You need to work constantly at changing things in order to keep up with this shift in opinions and tastes. At the same time, you want to test out your advertisements to see which are working and should be maintained and which are not effective and should be scrapped.

Patient Reviews: Nothing Beats Word of Mouth for Plastic Surgeons

Most people today research the things most important to them almost entirely online. This includes any person who is considering plastic surgery. If they find you and are seriously considering you as their plastic surgeon, you can bet that they are first going to look into your practice online. With more and more people posting reviews online, this is the place they will start. Prospective patients want to hear from your current and former patients. This speaks to the truth that nothing beats word-of-mouth advertising for plastic surgeons.

This is your chance to make a positive first impression before you even get a chance to meet a prospect face-to-face. You want to make it count. Make sure that you treat each of your patients with the utmost respect. Promptly address any concerns that they might have, and follow up with them often after a procedure has been completed. These gestures will go a long way towards encouraging them to leave you a positive review online. What follows are some general guidelines to keep in mind as you use the review process as yet another way of marketing your plastic surgery practice.

Get More Reviews

The more reviews that you have, the better. You want your prospective clients to gain a broad overview of your practice and what others have already experienced. You will want to learn about various review sites that deal with plastic surgeons in your area. Put a sign up in your clinic informing your patients of these sites and give them an invitation to review you online. You can also use the end of every appointment to ask your patients about their experiences. If it is positive, it is acceptable to ask them if they would write a review for you online. Another way to generate more reviews is to use text messages or email reminders. You can send these out shortly after an appointment, complete with a few review sites already linked, to further encourage your patients to take the time necessary to complete the process. After every procedure, you could send out a thank you email to your patients. Once again, conclude that email with an invitation to write a review. Remember that the quality and professionalism of these messages are important, so make them count.

Manage Your Reviews

You should be actively managing your reviews. No, that does not mean that you write them, nor do you get to become angry at the odd negative one here and there. What it does mean is that you are actively looking at them in order to track the conversations that are taking place. You want to have the chance to respond to certain reviews, but this is only effective if you do it right away. If you wait too long, the damage will already have been done. There will be some reviews that will be asking for a response from you. If you fail to do so, it will look like you are not paying any attention to your patients. This will lead to an erosion of trust quite quickly online.

Positive Reviews

Hopefully, the vast majority of your reviews will be positive. When someone is complimentary of you, your practice, or a member of your staff, you should work hard at posting something short in response. It is also a nice gesture to send the individual a personal email to express your appreciation if they have made their contact information available in the review. Be careful that you do not post the same response in reply to every review. You do not want to risk looking like a robot. Be unique in what you post.

Negative Reviews

Nobody is perfect, and you cannot please everyone all of the time. As such, you should plan on the odd negative review here and there. Remember that your patients deserve a voice, and your prospects want to hear both the good and the bad. That being said, you can still help turn around a negative review. It all depends on your approach to the situation. Begin by never failing to address a negative review. If a general complaint has been made, respond to it publicly. Do not be afraid to apologize and let your readers know what you are doing to correct the problem moving forward. If the review is more personal in nature, take the conversation offline by sending a personal email to the individual.

Key Review Sites for Plastic Surgery Practices

While there are many different sites online that allow people to review plastic surgeons, there are some key ones that you should focus your attention on. They include:

• Healthgrades

Once you start getting reviewed quite frequently on some of these sites, make sure that they are the ones that you promote to your patients. These sites also make it easy to post a review. This is key because most people will not want to spend much time navigating through a bunch of red tape just to leave a review about you and your practice.

Publicize Your Great Reviews

Over time, you are likely to get some really great reviews. Not only will these make you feel good, but they will also make for effective promotional pieces for your plastic surgery marketing campaign. You will want to publicize your great reviews by sprinkling short quotes from them on various marketing materials that you have at your disposal. This can include on your website, via social media, your blogs, emails, and elsewhere.

You can also use these quotes in marketing material that is designed to promote a specific procedure or product that the review is about. Another suggestion is to create your own testimonials and review page right on your website. If you want to tell a patient’s story, ask for their permission to create a case study and then publish that.

Augment Patient Testimonials With Other Third-Party Verification

Unfortunately, many people have grown skeptical of online reviews because it is often difficult to determine their authenticity. To add a level of trust to the reviews that you publish, you will want to include third-party verification of the quality of your practice whenever possible.

One way to do this is to create a page on your website that highlights the awards and honors that you have received through the years. It is also helpful to showcase any accreditation and formal recognition that your practice has earned and received. You will want to display third-party icons and links for social media directly on the website.

Events: Any Excuse for a Party

If you really want to focus on meeting new prospects, you will occasionally want to get out of the clinic and out in the community. Any excuse for a party should see you attending. This will expand the awareness of your practice. The more people that know about you, the better. By attending or hosting a variety of events, you will also strengthen your patient retention numbers, and they will become more loyal as a result. When your patients see you at various events, they can introduce you to friends and colleagues who could very well become your next prospects.

When you attend certain events, you want to show the lighter and more personal side of your practice. You want people to see you as a person who they can relate to. When you host your own events, you can consider a grand opening or reopening to get things started. You can also throw an annual thank you party where you invite patients and members of the community alike to attend. You can have holiday parties, educational seminars, and much more. Anything to get people active and involved is what you are looking for.

Cause Marketing

As a practice, you should be involved in causes that are important to you. Not only is it the proper thing to do, but it also shows that you care about the community outside of your practice. You will want to consider partnering with a well-known charity in your area. You can show your support of their special events by becoming a sponsor or donor. This effectively increases the awareness of your clinic as well. You can also consider hosting an event that supports the cause you have partnered with. Some other ways you can be involved in cause marketing are to donate a gift certificate to be given out at a special event or volunteer your time to the organization.

Educational Marketing

There are many educational opportunities that you can be involved in that will highlight the various services that you have to offer as a plastic surgeon. Facebook actually provides a great opportunity to do this. With Facebook Live, you can discuss non-surgical procedures with all of your viewers. This is a cost-effective way of promoting your clinic in a more personable manner while providing something educational to your viewers as well. You can also partner with related providers that are offering educational initiatives in your area of practice. It is also beneficial to host an event away from the office once in a while in order to further increase your exposure.

Anatomy of a Great Event

Great events do not just happen by chance. They are well thought out in advance and executed according to plan. Some components of a great event will include:

• Have a social hour before the event starts
• Give a short presentation
• Hand out event-only discounts for services that you offer at your clinic
• Have some drawings and giveaway prizes
• Have a question and answer session during the event
• Offer a follow-up incentive

These are just a few of the items that you can include in an event to make it a great one. This is your opportunity to really make your plastic surgery practice shine. Make sure that you take full advantage of it.

Loyalty Programs for Plastic Surgery

You will also want to look into offering some type of loyalty program at your plastic surgery clinic. The principle here is that repeat customers tend to spend more than first-time customers. In addition, your repeat customers are likely to send some first-time customers your way. As such, it is to your advantage to reward them from time to time.

Happy patients will become your own best evangelist. They will post reviews and tell their family members, friends, and co-workers about you. The more face time that you have with your patients, the more opportunities you will have to up-sell various products and services that you have to offer.

What Kind of Rewards Should You Offer

In determining what kind of rewards you should offer your repeat patients, it depends on the type of clientele that you have and the range of services that you provide. You will want to change up the type of rewards that you offer periodically in order to keep the program fresh. It is typically advised that you base the rewards on either points or a dollar amount that has been spent at your clinic.

With your loyalty program, you can offer special deals to any patient who likes you on their Facebook page. You can also have monthly specials contained in your emails that are marketed directly at current or former patients. Provide one time offers directly to your most loyal or frequent patients. You can give them priority access to appointment times and invite them to special events. Depending on your clientele, you can create a membership club that makes them a part of an exclusive group. In so doing, you could even charge a one time or monthly fee to join.

Make it Simple

You want to keep your rewards program simple. Do not litter it with a bunch of terms and conditions, as this will just limit its effectiveness. While you do have the right to add in certain limitations, you do not want to limit the program so much that your patients become disinterested. It should also not take forever in order to get a reward. Programs that are too difficult to achieve the reward will mean that it is not worth it to most patients. You do not need to give patients a card. This is the modern age, so use your CRM software to track patient progress in-house. You can also provide online access to your patients so that they can track their own progress at home.

Promote Your Program

If you want your loyalty program to be successful, you must promote it effectively. This means that you need to let everyone know that you have the program. Keep it promoted right in front of your existing patients so that they will know about it with each and every visit. Offering rewards programs will also help you to attract new patients. Because of this, you will want to post signs relating to your loyalty program in strategic places throughout your clinic.

In keeping with a contemporary look and feel, you should also have tablets located in your reception area where patients can register for the program in-house. Avoid giving them a form to fill out at home, as those will have a low rate of return. Getting patients to buy into the program at the office is the best way to get it off the ground and running.

Budgeting for Plastic Surgery Practices

What Should Your Plastic Surgery Marketing Budget Be?

It is always difficult to determine the right amount to spend on marketing. This will obviously depend on the size of your practice, how much competition is in your area, and how well-established your practice already is. In general, it is recommended that you commit 10 percent of your total revenue to your plastic surgery marketing budget.

Initial Setup

To get started on any marketing-related endeavor, there are a few things that you should do initially in order to get it set up properly. This begins with the development of your brand. Make sure that it is well-defined and clear to all who see it. You will also want a logo that represents the goals and objectives you have set for your plastic surgery practice.

Make sure that you build out your website prior to beginning any marketing campaign in earnest because this is where most people will head once they hear about you and become remotely interested. You will also want to automate your social media and marketing platforms. Finally, ensure you have print-based collateral ready to display in the office and for use during patient consultations.

Ongoing Marketing Budget

You will want to constantly evaluate the marketing campaigns that you run and are a part of. This is because a proper marketing mix is always evolving, and a great deal of it has to do with the progression of your practice. You will want to consider hiring an experienced team or agency to deal with much of the marketing-related matters in order to allow you to focus on other areas of your clinic. Remember that you need to be constantly working on your plastic surgery marketing campaigns in order to stand out above the competition. You will want to create a marketing calendar that will enable you to make the most of peak periods and to build upon the potential that exists there.

Refining Your Marketing Budget

The budget you set for marketing today is going to change. Remember that it is not only a matter of how much money you spend on each campaign, but it is also reflective of where you spend your resources. In order to spend your money as effectively as possible, you will want to track and analyze the performance of all your marketing campaigns. Running a system of ongoing tests and refining your actual marketing budget is important to your overall effectiveness.

Hire The Plastic Surgery Marketing Experts

There has never been a better time to be in the field of plastic or cosmetic surgery. The future is bright, so you will want to begin now to build up your practice through the implementation of an effective marketing strategy. You have more opportunities today than ever before to attract new patients. To do this, you will want to implement a smart and strategic marketing strategy that is designed to set yourself apart and build up your own brand awareness and practice. The fact that your prospects today are moving targets explains why digital marketing works. It is all about the potential patient right up until the time that they ultimately select you as their private surgeon of choice. Does the idea of marketing your clinic excite you, but you have no time or idea where to start? Give us a call ! Digital Logic is a Shreveport based company that specializes in healthcare marketing !

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