Bundling does more than keep us warm during holiday cold snaps. Bundling products and procedures can boost holiday sales at cosmetic surgery practices, experts tell Cosmetic Surgery Times.
Jen DeVore Richter, of the Rock My Image marketing agency, says boosting sales is about creating an irresistible offer.
How? “Increase sales during the holidays by creating free gifts with purchase packages,” DeVore says.
Among DeVore’s take-home tips:
- Selling CoolSculpting? Include a complimentary facial, gift card for $25 off Botox and an event ticket to a VIP party held at your office.
- Selling Botox? Include a complimentary facial, skincare line product bonus product and an event ticket to a VIP party held at your office.
- Selling skincare products? Include a complimentary microdermabrasion, lip waxing and an event ticket to a VIP party held at your office.
Manhattan, N.Y., plastic surgeon Ryan Neinstein, M.D., says the holidays are a natural business-booster for the cosmetic surgery industry.
“The holiday season brings many family, friends and work events. These are face-forward events,” Dr. Neinstein says. “Many of our patients outside of the sunny states will be bundled up in their winter clothes, so this is a time to focus on nonsurgical facial procedures. I have found that bundling skin tightening, toxins and fillers to be ideal for those patients looking to have an extra special look at all of their events.”
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The ‘Stocking Stuffer’ Sale
Denver, Colo., plastic surgeon Manish H. Shah, M.D., bundles products and services in what he calls a "stocking stuffer sale." It’s paying it forward, with a skin care twist.
“This type of sale consists of selling skin care to your normal patient base and, then, giving skin care to one of their friends or family members that are not part of the practice,” Dr. Shah says. “For example: ‘Buy 2 Alchemy AM Aura at 10% off, get 1 free to give to a friend. They make a great stocking stuffer!’”
The holiday business booster works because patients benefit from their loyalty, while their friends get great gifts, he says.
“Additionally, you have a potential new patient referral for the future for continued skin sales and/or procedural sales. The staff have the gifted box of skincare wrapped and presented elegantly with subtle branding. This makes it even easier to gift. Inside the gift box, the staff can put a few business cards, as well,” Dr. Shah says.
NEXT: Keep the Office Open
Keep the Office Open
Many offices close during the holidays and being open is half the battle when it comes to bringing in the business. So be the office that’s open, according to Joe Niamtu, III, DMD, an oral and maxillofacial surgeon with a practice limited to cosmetic facial surgery in Richmond, Va.
Dr. Niamtu also recommends planning a “shopping break” office day.
“Invite your patients to join you at your office and take a break from holiday shopping. Offer holiday specials, serve snacks and refreshments and dress your staff in custom tee shirts. Patients can duck in to escape the mall madness and stock up on skin care products and treatments. Patient will be happy to treat themselves after a long day of shopping for their friends and families,” Dr. Niamtu says.
NEXT: Gift Certificates & More
Gift Certificates & More
Ryan Welter, M.D., PhD, CEO of Regeneris Medical, in North Attleboro and Raynham, Mass., says that for those who don’t want the risk of scheduling a procedure over the holidays, “we push giving gift certificates for use after the New Year. Resolving to work on your well-being and appearance is always a great way to start the New Year.”
Karen S. Dennis, a publicist with KSD Public and Media Relations, says the holidays are a good time for practices to promote specials on Facebook and via patient eblasts.
“When we promote the specials, which also include 50% off signature facials etc., it is most effective if you link the promotion with the consumer gift mentality and phrase the promotion as ‘Treat yourself for the holidays,’ ‘Thanks for giving us your business all year’ or ‘Here is a special gift for you for the holidays,’” Dennis says. “The use of this type of language is essential in connecting on an emotional level to potential consumers and encourages them to make the appointment because ‘everyone deserves a gift during the holiday season... and I am worth it.’"