ATnT In Practice May – June 2011: The Well Engineered Marketing Plan

Posted: May 8, 2011 at 3:47 pm

In Practice Thumb

Aesthetic Trends & Technologies
May - June 2011
In Practice Department

The Well Engineered
Marketing Plan

By Christine Lapointe, Contributing Editor &
Advisor, & Laura Jackson, Aesthetics 360°

Marketing any practice and their services is always a challenge to a consultant. There are many dynamics involved when working with the administrative team regardless of size and scope of the workplace. Sometimes there is no dedicated person to own the marketing responsibility within the organization, but often there is an absence of a well defined plan or budget for marketing. Challenging to consultants as well is the approach when carving out a marketing plan.

There is a fine line when interfacing with the team as the consultant. By being the expert we are tasked with getting the practice on an objective line of thinking. Many times the key decision makers insert their personal beliefs into the marketing plan rather than using a systematic approach based on measureable results, market research, and professional guidance. Our largest obstacle as consultants lies in the ongoing misconception that marketing is advertising.

Because of this mistaken belief the practice’s ability to build business is already flawed. Our role as consultants is to objectively assess the practice, create a plan, and guide the office and team through successful implementation. “Marketing is the process of performing market research, selling products and/or services to customers, and promoting them via advertising to further enhance…READ ON - Download Full Article NOW!

Christine Lapointe

Laura Jackson

About the Authors
Aesthetics 360° was founded and is owned and operated by Christine Lapointe and Laura Jackson. Together, they bring their clients over 40 years of Business Development and Sales and Marketing Experience from the elective surgery industry nationally and internationally.

Their mission is to provide a comprehensive range of services vital to the support of Technology Leaders and Physician-owned practices on their journey to success. Aesthetics 360° provides the systems and hands-on guidance necessary for practices to effectively measure results and target key areas for revenue growth from initial contact with a potential patient through long-term patient retention. Aesthetics 360° is the solution for technology leaders and practices that are committed to making business better. Contact them at 877.849.8216 or visit their website on the worldwide web:

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