San Francisco plastic surgeon Jonathan Kaplan, M.D., used an online platform he developed to offer Cyber Monday deals on nonsurgical services. Using BuildMyBod, a cost estimator and lead generation platform for physician practices, Dr. Kaplan says he generated nearly $13,600 in Cyber Monday sales.
His biggest online sellers were packages of Botox (30 units, 40 units, 50 units or 60 units at discounted prices) and a package including two syringes of Voluma [Allergan] at regular price, plus one free syringe of Juvéderm Ultra Plus [Allergan]. Discounted skincare products and Latisse [Allergan] (at 20% off) rounded out Cyber Monday sales for the office.
Doctors who sign up for BuildMyBod pay a monthly fee to integrate the platform on their websites. BuildByBod also charges 5% for purchases consumers make through the “BuyNow” option, according to Dr. Kaplan, who is BuildMyBod’s CEO and founder.
Online purchasing is something Dr. Kaplan and other doctors on the BuildMyBod platform offer year-round on their practice websites, he says. But this is the first year he offered even deeper discounts on the now renowned cyber sales day. The plastic surgeon says he’s happy with his Cyber Monday sales, especially giving that patients are just getting used to the idea of purchasing nonsurgical services through their doctors’ websites.
As for lessons learned, Dr. Kaplan says that next year he might require patients to use their purchases within three months of purchase. He didn’t specify an expiration date in 2015.
“We had one patient purchase 100 units of Botox, which I'm assuming they'll use over several visits,” he says. “But all of the other sales had the intended effect: [to] reward our loyal patients with a special deal around the holidays.”
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NEXT: Tips for Your Promotions
Tips for Your Promotions
Dr. Kaplan offers colleagues these tips for Cyber Monday and other promotions:
- Offer something patients actually want.
“A discount on a Blue Peel [Obagi Medical] isn't very enticing. They want Botox and fillers. These are non-surgical services that can be sold online with confidence that the patient will in fact be a candidate for it,” he says.
- Stay away from surgical sales.
There are too many variables for surgical services. On the other hand, services such as Botox, CoolSculpting [Zeltiq], fillers, skincare and Latisse are options for just about anyone.
There are other options, such as Groupon, for physicians who want to promote practice deals for Botox and other cosmetic services. However, Dr. Kaplan says, BuildMyBod is different. The BuildMyBod platform generates leads for individual practices, which doctors and providers can then use to promote deals. These are people who are either existing patients or are familiar with the practice.
“Because I've grown my database from 200 to 4,100 in 2.5 years, I can send out an eblast to all of these people in my database. …I don't have to depend on Groupon to get the word out about my promotions. Also in contrast to Groupon, I'm not sending an email to ‘deal-only’ shoppers — people that will never come back to see me after taking advantage of my ‘deal.’ It makes a huge difference when you offer a discounted service to patients that know you and like you, and not consumers that are just subscribing to an email list with the sole purpose of getting a deal regardless of who it's from,” Dr. Kaplan says.
NEXT: Digital Sales Numbers
Digital Sales Numbers
What’s the number one reason people shop online from Thanksgiving Day through Cyber Monday (November 26 to 30)? Discounts, according to an analysis by Adobe Digital Index (ADI). Online sales from Thanksgiving through Black Friday to Cyber Monday totaled $11 billion in 2015 this year, according to ADI.
Compared to last year’s numbers, Thanksgiving’s Day online sales surged 25%; Black Friday online sales were up 14.3% and Cyber Monday sales in 2015 were 12% above those on the same day last year.
“Online discounts averaged 26% on Thanksgiving Day, slid down a drop to 24% on Black Friday, and was 20% on Cyber Monday,” according to CMO. by Adobe.