Advanced Laser Resurfacing with Jason Pozner, MD, FACS at Sanctuary Medical Aesthetic Center

Posted on May 21, 2012 by Francis X Acunzo

On Friday, May 18 I was very fortunate to join noted plastic surgeon, Dr. Jason Pozner FACS at his Sanctuary Medical Aesthetic Center in Boca Raton, FL for a one day Advanced Laser Training.  It was a packed house with everyone going Dr. Jason Pozner, Advanced Aesthetic Laser Trainingbetween didactic presentations and clinical training.

By far, this was one of the best laser trainings I’ve experienced in aesthetic techniques. Plus, Sanctuary is undoubtedly southern Florida’s premier aesthetic and plastic surgery center with its state of the art facilities that are complimented by a very stylish interior design.

Unexpectedly, but most welcomed, Dr. Pozner requested that I provide a marketing talk over lunch.  The group was very receptive and hopefully by sharing my recent blog post on “Marketing to Generate Leads and a Sales System to Optimize Patient Conversion” I added value to the days training.

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Increase Aesthetic Medical Practice Revenue: Generate Leads and Optimize the Sales Process

Posted on May 17, 2012 by Francis X Acunzo

Acara Axiom: Your marketing program generates leads while an optimized sales process maximizes revenue.

Need to grow your aesthetic business?  Wish you’re practice was generating an increase of $10K or more each month on the top line of your income statement?

What is the answer?  First, strengthen your marketing program and drive more leads; second, tighten your sales process and assure each lead is properly optimized to maximize sales.

You can’t manage what you don’t measure.  Here’s what Acara’s successful clients are measuring and monitoring in their aesthetic medical practices:

  1. Track lead source.  Implement a tracking system into your marketing program.  CallSource is a tracking system that many of Acara’s clients utilize with great success.  Through unique telephone numbers it tracks where each lead heard about your practice. (You will still need to ask each caller “how did you learn about our practice” since there are always the leads that call because of a referral and not an ad or other marketing communication).
  2. Track lead to consult conversion.  Track how many of the leads (telephone and internet) are converted to consultations. Acara Axiom: Do not qualify leads on the phone; focus on converting them to consultations.
  3. Track consult to patient conversion.  Track how many performed consultations are converted to new patients.
  4. Track average purchase per new patient.  Track what the average purchase per new patient.

If you have multiple sales consultants at your practice then the above numbers 3 and 4 should be tracked by individual consultant.

Now that you’re measuring these basic, but important, marketing and sales metrics you can begin to monitor the success of any best practice implementation that has an objective to increase your cosmetic medical sales.

Here are a few examples of sales and marketing best practices that Acara oftentimes implements for our clients:

  • Identify what marketing efforts are working and increase those budgets to drive more leads.  Example: if you’re local print ads are successfully driving leads then increase the frequency or possibly run 2 in the same publication one with a focus on body and the other on face.  Something to remember when advertising: Keep the message focused; don’t sell your practice, sell results (i.e. permanent fat removal) thus when an ad is focused on the face its generating telephone calls from people (leads) specifically interested the face work listed in the ad (wrinkle reduction, smoother skin, getting rid of age spots, etc.).
  • Identify your lead capture methodology (i.e. what info prior to passing the call onto the sales consultant, can the receptionist book a consults, etc.) and assure that all personnel answering the phone are fully trained.
  • Review the metrics on a weekly basis and coach your team to support their improvement.
  • Give your sales team incentive to encourage them to do a great job.
  • Review how you currently package your procedures.  Possibly adjusting the protocol to increase the standard number of procedures per package will provide the client more benefit and increase your average patient sale.  Dr. Patrick Bitter Jr, a highly regarded cosmetic dermatologist, believes that optimal benefit is achieved after five photofacials.  (He also offers an excellent training program that teach his laser techniques.)

All of the above are best practices that have to be implemented with rigor and discipline and a big dose of passion and drive in order to experience success.  It doesn’t happen overnight but with consistent implementation you should see a bump in your top line within 6 – 8 weeks.

FXA

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Medical Spa Society Membership

Posted on April 26, 2012 by Francis X Acunzo

The Medical Spa Society was just at IECSC we enjoyed meeting old and new friends at our booth on the trade show floor.  It was a very successful show for the MSS  as we welcomed many new members.

We’ve added many new member benefits. We have a new board and revitalized website.  Once again, the MSS is proud to be the voice of medical spas and aesthetic medical practices.

What’s more, we are pleased to extend the following special offers from our vendor partner members for any Medical Spa or Aesthetic Medical Practice that joins:

  • Receive a complimentary website assessment from Acara.  A $500 value.
  • Purchase Acara‘s A.S.K. (Aesthetic Sales Knowledge) sales training program and save $800.
  • American Health & Beauty, an online magazine for consumers interested in cosmetic surgery and aesthetic procedures, is offering 3 months of free advertising, a $447 value.
  • Cures by Avance, a curative and corrective skin care line, is offering members complimentary marketing materials (brochures, samples, intake forms, client cards, displays) equal to 10% of an opening order.
  • Medical Laser Dynamics (MLD) is offering 15% off any MLD activity (training, education, etc.).

In addition to the above we are launching our webinar series very soon.  Sign-up for a clinical and business webinar each month, with the archived webinars available exclusively to the members.

One of the best benefits of being a Medical Spa Society member is the opportunity to network with some of the top physicians and business experts in the industry.

Executive Board Members:

Francis X Acunzo, President
CEO, Acara Partners

Dee Deluca-Mattos, Past President
Vice President, Cures by Avance

Wendy Bosolavage, Vice-President
President, American Leisure Corporation

Angela Caponi, Secretary
COO, Juva Medispa & Laser Center

Paula Young, Chairperson Marketing Committee
Co-owner, Young Medical Spas

Patrick Clark, Chairperson Education Committee
CEO, Medical Laser Dynamics

Jim Larkey
Director of Product Development, Cannfield Imaging Systems

Keith Veseleny
CEO & Editor, American Health & Beauty

Kristi Rook
Associate Director of Professional Relations, Medicis

Medical Advisory Board Members:

Bruce E. Katz, M.D., Chairman

Eliot F. Battle Jr., M.D.

Fredric Brandt, M.D.

Michael H. Gold, M.D.

David J. Goldberg, M.D.

Monte O. Harris, M.D.

Doris Hexsel, M.D.

Gary D. Monheit, M.D.

Howard Murad, M.D.

Vincent C. Giampapa, M.D., F.A.C.S.

Please join the Medical Spa Society and be among the ranks of some of the most successful Medical Spas and Aesthetic Medical Practices nationwide.

FXA

JOIN NOW

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Learn to Accelerate Your Practice

Posted on April 18, 2012 by Francis X Acunzo

Join me on Saturday April 28th when I will be speaking with plastic surgeon, Dr. Jason Pozner at a Sciton Aesthetic seminar.  This event takes place at the New Hampshire Motor Speedway to promote the theme of accelerating your practice.

My topic will be “how to race past your competition by accelerating your practice with Best Practices in management, sales and marketing.”

Saturday, April 28th, 2012
New Hampshire Motor Speedway
1122 Route 106,
Loudon, NH
603.513.5700
Questions?
Contact:
Dan Sullivan
dan.sullivan@sciton.com
202.320.3219

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Speaking at Sciton Aesthetic Conference in Raleigh

Posted on April 18, 2012 by Francis X Acunzo

I will be joining Dr. Stanley J. Kovak to present a Sciton Aesthetic Seminar this upcoming Saturday.  This one takes place in Raleigh, NC.  Dr. Kovak will focus on the clinical results a medical practice can achieve with a Sciton laser and I will be discussing Best Business Practices for aesthetic medical practices and medspas.

It’s not too late to join us if you go to the Sciton website you can register.

Saturday, April 21st, 2012
9:00 am to 2:30 pm
Registration at 8:30 am
Breakfast, Lunch & Lecture
Renaissance Raleigh North Hills Marriott
4100 Main at North Hills Street
Raleigh, NC 27609
(919) 278-1275
Contact:
Greg Kile
greg.kile@sciton.com
704.577.2332

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Speaking at IECSC (International Esthetics, Cosmetics & Spa Conference) in NYC

Posted on April 18, 2012 by Francis X Acunzo

Join me in New York this Sunday at the International Esthetics, Cosmetics & Spa Conference where I will be sharing my 30 plus years of development experience with attendees from throughout the country.

Implement Industry Best Practices to Open a Successful Medical Spa`

10:45am-12:00pm

FRANCIS X ACUNZO • CEO – Acara Partners

Join one of the industry’s top business leaders, Francis X. Acunzo, CEO of Acara Partners as he identifies the best business practices to successfully open your medical spa or cosmetic medical practice. He will share Acara’s methodology on how to develop, design and launch your business. With over 100 projects completed, Acara’s knowledge base of best practices contains invaluable essential elements that should be the basis of any successful new business development effort. In addition, Mr. Acunzo will share his top 5 medical spa tips for smart interior design that improves the bottom line – a critical element in the development of a medical spa.

Register for the show.

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Incentive Pay Reset — The Day it Stops Raining

Posted on April 17, 2012 by Francis X Acunzo

One of the most common compensation missteps that we see occur in the business world of aesthetic medicine is the “incentive pay reset.”  This occurs when an incentive program is developed for a sales consultant and the sales consultant achieves sales goals that are higher than anticipated thus receiving their just reward for the practice’s success.  Essentially they become a rainmaker for the practice, a very valuable partner in building the business.

The problem occurs when the physician/owner decides that the “just reward” is just too much reward.  When this happens the physician oftentimes resets the incentive program making it almost impossible for the sales consultant to earn the same compensation level that they had in the past.

Every time that we have seen this situation occur the sales consultant has quit their job.  Needless to say that every time a physician asks us what they should do we give them the exact same advice.  Celebrate your success and be grateful that you have such a fantastic sales consultant!  If you’re making $500K a year vs $250K why should you be bothered paying your sales consultant $100K?

The only outcome to adjusting compensation down is losing a great employee and worse, in this case your rainmaker.  At first, he or she may only be a disgruntled employee but eventually he or she will leave.  In business, it’s a sad day when it stops raining.

FXA

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Plastic surgery considered a health benefit in Brazil

Posted on April 17, 2012 by Francis X Acunzo

Plastic surgery considered a health benefit in Brazil.

I’ve always known that cosmetic procedures are an integral part of the Brazilian culture but this is taking it to an even higher level.

FXA

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Acara’s Best Practice Axioms

Posted on April 13, 2012 by Francis X Acunzo

Over the past 12 months I’ve been actively speaking at conferences and industry events throughout the country.  My topic: Best Business Practices.

Recently, I realized that I was presenting a series of best practices in management, marketing and sales but I wasn’t providing the framework for implementing these best practices. Interestingly enough, this conclusion came to me while spending a day with my youngest son, on the river, fly fishing.

It is no coincidence that I had this epiphany while watching him fish for he is the consummate implementer of best practices.  Now his best practices might not increase top line or boost profits, but the manner in which he implements his fly fishing best practices is 100% applicable to the world of aesthetic medicine.

And, oddly enough, it was through thinking about what made him so successful at what he does that I identified Acara’s two Axioms (rules) for implementing best practices in the business world of aesthetic medicine.

Axiom 1. Implement with Rigor & Discipline
If you notice the photograph to the right you will see a young angler staring at Bald Eagle Creek in Central PA.  In reality, he is not just staring at the river but analyzing exactly what his approach will be to strategically fish 100 yards of water to maximize the 3 hours he has in this competition.   He does this with strict adherence to this practice and has disciplined himself to take 10 – 20 minutes to determine his plan.  In business, once a best practice has been identified for implementation, it is critical to strictly adhere to a plan and to be highly disciplined in monitoring that implementation.  That is the level of commitment necessary for a successful best practice implementation.

Axiom II.  Implement with Passion & Drive
Now, you can see that my son is so determined to succeed that he is willing to wade up to his elbows in a cold briskly flowing river to accomplish his goal.  In order to succeed with the implementation of a best practice you need to believe in what you are doing; you need to be passionate about your work.  In addition, you have to be driven.  In fly fishing that might mean you’re wading up to your elbows; in business it means you’re willing to put in the amount of time necessary to ensure success.

Success
The one thing I learned from my son is that consistent rigor & discipline combined with passion & drive will always lead to success.  Here he is with a single trout.  This is not really how he defines success.  His success is defined by placing 7th in the United States Youth Fly Fishing National Championship last June and by being on the United States Youth Fly Fishing Team which placed 1st in World’s Cup last September in Italy.

That’s the level of success that can be achieved when you implement Best Practices into your medical practice with Acara’s two Axioms.  You may not make an international sports team but you will increase your top line and boost your profits.

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LIPO is Up according to ASAPS 15th Annual Cosmetic Surgery Statistics

Posted on March 23, 2012 by Francis X Acunzo

No surprise to the team at Acara, the just published 2012 ASAPS Annual Cosmetic Surgery Statistics report shows an increase of almost 13% in total number of liposuction procedures performed in 2011 over 2010.

The Acara team has first hand experience of the strength of Liposuction (specifically driven by laser lipo) in the marketplace through the success of our client’s lipo business.  In the past, we were always surprised when Lipo came in second to breast augmentation.   This year liposuction has taken the lead and is in first place.

What’s driving this?  Increased awareness, increased availability, and more men having the procedures performed.

Read the full ASAPS report, its very insightful.

FXA

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