DEKALB, IL - DeKalb, IL, is a town approximately mid-way between Chicago, IL and Garrison Keillor’s Lake Wobegon. Too far outside the Windy City to be considered a suburb, DeKalb is a picturesque town of approximately 40,000 residents. Famous for the invention of barbed wire in 1874 and perhaps for the more appreciated home-grown export of super-model Cindy Crawford, this small town touts its oc-casional claim to fame.

DeKalb is not what industry profiteers would consider a viable market for an aesthetic practice. Close enough to compete with the well-funded Gold Coast Chicago surgeons and small enough to lack a self-sustaining hyper-local clientele, DeKalb is a microcosm of a vast percentage of the U.S. landscape. Being too close, too far and potentially too small, at first glance the community may seem like the wrong spot for an expensive piece of capi-tal equipment. For one husband-and-wife team, however, DeKalb was just right.

Jason Friedrichs, MD, MS, and Amanda Fried-richs, MD, are members of the DeKalb Clinic, a community of specialists serving the northern Il-linois town. He is an ophthalmologist and she a dermatologist. They have been in practice for three years, sharing a space within the Clinic. “We’re a unique situation with the two of us together, and it’s fun. We do the YAG, we do the laser, and we do the IPL.” They share both machines and patients. When asked about the devices, the previous lev-ity is replaced with a more businesslike mien. Be-tween the two practices, the Drs. Friedrichs own an UltraPulse® and a Lumenis One™.

“The truth of the matter is, when you bring a large piece of equipment into your practice, you worry – how long until I’m breaking even, what’s the over/

under on a machine like this?” ex-plains Dr. Jason Friedrichs. “It’s been really easy to get ahold of Lumenis people when we have questions

– Trip Hutson (Chicagoland area sales manager) has

been really nice and easy and we appreciate that. It was that

way with the Lumenis One and we wouldn’t have bought the [UltraPulse] if not.”

The UltraPulse was a cautious investment on the part of the Friedrichs. Used for both blepha-roplasties and cosmetic resurfacing, it was im-portant to the Friedrichs that the machine was one they could share between the two practices. “My practice is so small cosmetically because of where I live. If I could use this machine all day

long I would – it’s fun but people just don’t have the funds if they’re coming in for skin cancer.” Dr. Amanda Friedrichs continues, “A lot of people are current patients, especially with my husband’s side of it. Our practice is pretty interesting be-cause you pull from both the ophthalmology side and from the dermatology side so…patients come in looking for a blepharoplasty and [they get] the resurfacing at the same time. Adding on the resur-facing gives them the oomph they need – they’ve had significant results.”

The Friedrichs find that with the multiple mo-dalities of the Lumenis One and the UltraPulse, they can appeal to patients from both ends of the price spectrum – an important asset in a small market. Medical patients coming in for blepharo-plasties are receptive to facial resurfacing when they see the renewed skin around their eyes. “I’ve already got the laser out so it’s no skin off my nose to do a little resurfacing. Once [patients] see the skin around their eyes, they come back for more on the skin around their face.”

Dr. Amanda Friedrichs finds a combined approach defrays the cost of the laser by converting patients from a non-surgical price point as well. “I had a patient drive two hours because she wanted to find someone who would do IPL. When she came in we had talked to her she realized the C02 (UltraPulse) was more for her. Most people are from my medical practice – we start them out with Botox, the baby steps, and then move them up. The nice part about the C02 is that it is a per-manent improvement – there is more downtime, it is pricier – but it is permanent improvement and that’s how we’ve been able to market it.” The Friedrichs have found that patients respond well to the noninva-sive nature of the procedure.

Marketing is another must for a smaller practice and something at which the Friedrichs say Lumenis has been extremely sup-portive. The two took advantage of Lumenis’ custom marketing pack-ages and have been pleased with the results. “I will tell you that the photo books have helped dramatically with people – just the presentation. [Patients] say ‘it’s so professional, it looks so nice’ and that makes people want to do something.”

Dr. Jason Friedrichs agrees. “I love that photo book. The loyalty cards are really fun, and it’s a re-ally nice package [Lumenis] put together. It makes the practice looks classier which is obviously what we’re going for when we’re asking them to spend that kind of money - you want them to feel like they’re in the right place.”

In the end, the Friedrichs are pragmatic about their investment. When asked about the cost, the dermatologist pauses. “We’ve had two to three pro-cedures a month - but we are such a small practice and this is new equipment. From a strictly dermato-logical standpoint, it pays for itself.” Her husband agrees. “It pays for its lease. If we do more than one procedure a month, we start making money on it. For a resurfacing on the face you charge anywhere from $2,500 – $3,000 and there’s your payment, right there.”

As far as their practice goes, the Friedrichs are a Lumenis family. “It’s all I buy and it’s all I’ve got. They’re just beyond the competition. The technology has been around so long and they’ve really mastered it. They’re above and beyond any laser company.”

the SOURCeVOLUME 1, ISSUE 1 SANTA CLARA, CALIFORNIA Lumenis & IF Marketing

Capital Equipment and County Seats: Small markets equal big potential for a husband-and-wife team in Illinois

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Learn more about photos on Page 2

“The Drs. Friedrichs convert patients from both ends of the price spectrum – an important asset in a small market.”

Want to learn more about how to maximize

the use of before and after photos in your practice?

Watch a FREE WEbInaR from IF Marketing:

ifmark.com/video-gallery.html

www.aesthetic.lumenis.com • 408.764.3000

Tans Treatments

HIGHLOW

Cloudy with a high chance of appointments.

FALL LASER FORECAST

LiFESTyLE SECTiOn

FaST FaCT: Pinnacle Dermatology in

birmingham, MI has seen a

50% InCREaSE

in Laser Hair Removal since beginning to use

the LightSheer® DUET™.

A SOLUTIONS gUIDE by LUMENIS

LUMEnIS CUSToMERS - DID yoU knoW?Great before and after photos consented for marketing can be downloaded from the Lumenis Physician Portal. Log in and start using these photos today! www.aestheticportal.lumenis.com

FoLLoW THESE GUIDELInES To aCHIEvE ConSISTEnTLy GREaT RESULTS WITH bEFoRE anD aFTER PaTIEnT PHoToS:

• Make photos mandatory and train your staff on how to take them.

• Have a well-written consent form for patients to sign (photo consents should be updated annually).

• Always take photos against the same solid background.

• Keep the distance between the photographer and the patient consistent.

• Choose a well-lit location free from shadows.

• Remember to have patients remove jewelry, pull back their hair and change into a gown should they be wearing a high-neck shirt.

• Always capture the 5 photo positions featured below:

1. Cross Promotion: Long gone are the days when a print ad was your only option for ad-vertising. In 2011, it is all about leading consum-ers from one message to another. Before a con-sumer even becomes a patient, they can scan your QR code in a magazine using their cell phone, go to your website, check out your Facebook page, submit an email query, get an email blast inviting them to an open house event, and finally, use your in-office promotion to book their appointment.

In oR SIn?Multiple touches in sales are a proven success

technique. The more a practice connects with its mar-ket, the more likely they are to eventually become a patient. The human ‘touch’ is still a very important el-ement of marketing. Digital efforts may get people in the door, but personal relationships convert patients.

2. Facebook: The social networking giant has become so common that some businesses have started to forgo a website for a Facebook business page.

In oR SIn?Having 1,000 friends does not mean anything if

you are not creating strong relationships with those friends. In an industry as personal as medical aes-thetics, people most likely won’t be driven to your practice based on the breadth of your Facebook pro-file. They will, however, appreciate a personal mes-sage or “liking” their wedding photo on their wall.

3. yellow Pages: At one time the beloved book that arrived to your front door was the only way to find a business. From a line listing, to a cou-pon or a full page ad – this space was hot real estate during the print era.

In oR SIn?Even with an attempt at online integration,

the Yellow Pages is arguably a dying breed. Still great for balancing broken tables, there is little-to-no audience for a thick book with thin pages during a time when searching for a business is as simple as “Googling it”.

4. Guerilla Marketing: Known as the small businessman’s forte, guerilla marketing is an un-conventional system of promotions that rely on imagination rather than on a big marketing bud-get. Hosting unorthodox events, greeting people on the street, forming relationships with outside businesses – these are the tactics that define a guerilla-minded practice.

In oR SIn?In a time when advertising messages saturate

the average consumer, a tap on the shoulder from a smiling person or a surprise in a fortune cookie will be a lot more likely to catch their attention than yet another ad.

DALLAS, TX - Ivy League school or big state school? Medicine or business? Family practice or surgical? Physicians have all made big decisions to get them to where they are today. Practicing medi-cine, however, is just part one of being a physician. Part two is practice manage-ment, which means business decisions.

The equipment that you purchase defines your menu of services, and to what caliber those services are offered. Buying a laser can in many ways be compared to choosing to go to medical school. You have to ask yourself: 1) How much money am I willing to spend? 2) Do I want the best available? and 3) How long will it take to recoup my investment?

As with most big decisions, there is not one simple formula that will guide you to the answer. There is, however, something to be said for the physician who has been in your shoes before.

Meet Dr. Max Adler, a dermatologist in Dallas, Texas. Dr. Adler saw an oppor-tunity in lasers back in 1988 when he purchased his first C02 laser. After per-fecting his technique, which was much more difficult with the older levels of technology, he began to fall in love with the capabilities and the options avail-able to his patients. For the physician considering a laser purchase, Dr. Adler has three pieces of advice.

“Know your target audience and make sure that they would get laser services. Pick a laser company with a good reputation in your area. And look for a good maintenance service to come along with it, because no matter how good the technology, something can al-ways go wrong,” says Dr. Adler.

Dr. Sasaki from Pasadena, Califor-nia, has a similar piece of advice for all potential laser customers.

“Put the horse before the cart,” says Dr. Sasaki. “So many practices purchase a piece of equipment and they expect that equipment to draw in the patients. The first step is to establish your patient base and then determine if they are in-terested in a particular procedure. Next, you can make it available to them.”

As one of the first practices to get the LightSheer® DUET™ in Michigan, Dr. David Spurlin often has other physi-cians asking him for guidance with their laser purchases. His biggest piece of advice? Laser hair removal is always a good place to start. Because everybody has unwanted hair, there is little restric-tion on the type of people that will be attracted to these services.

“We treat all types of people – 10 year old girls who have hair on their toes and 80 year olds who have hair in their ears. Everybody has unwanted

hair. It’s a very easy technology with which to get your feet wet. It’s fast, it’s easy, and it can be delegated to others. You start yourself, and then show others and build on that,” says Dr. Spurlin.

At the same time, however, there is no one-size-fits-all answer. He still highly recommends that you know your patients first. If you are just starting out your practice in Naples, Florida and ev-erybody who comes into your practice is 80-plus in age, hair removal may not be the best option.

After getting people in the door, the next step, he suggests, is using those incoming patients to find out what the next need is.

“If you have a lot patients asking for something, you have to provide an an-swer. The next move has to be filling a need,” says Dr. Spurlin.

According to these experienced phy-sicians, the company behind the laser is just as important as the product itself. “When we buy new equipment we look for efficacy, but mostly we look for tech-nology that is reliable and proven before we invest. Lumenis is a good company, a stable workforce, and they are available when you need them. They have more than kept pace with other companies; they have outlasted a few.” says Dr. Adler.

High standards can be expensive, but they deliver results. “You don’t want a machine that any Tom, Dick and Har-ry can afford. Then you will have sub-standard results. You don’t want to have somebody in a salon doing this, with a doctor 200 miles away. The cost of a Lu-menis machine is high, but it’s literally to keep the riff raff out. I think most doctors feel that you’re in a special group when you do this kind of thing.” says Dr. Adler.

The Ivy League Decision: advice from Professionals on Choosing your Laser

a Picture is Worth 1,000 Words

In or Marketing Sin?

Top nonsurgical ProceduresLaser procedures make up 3 of the top 10 nonsurgical procedures, and are seeing significant increases in numbers. Are you offering the top procedures that your patients are looking for?

1. Botox®/Dysport® 5,379,360 584% increase (2000 - 2010)

2. Fillers 1,773,328 172% increase

3. Chemical Peel 1,144,865 0% increase

4. Laser Hair Removal 937,602 27% increase

5. Microdermabrasion 824,706 5% decrease

6. IPL 459,529 7% increase* (2009 - 2010)

7. Laser Skin Resurfacing 426,695 150% increase

8. Sclerotherapy 365,744 58% decrease

9. Laser Leg Vein Treatment 218,393 11% decrease

10. Cellulite Treatment 31,227 30% increase

* 10 year data unavailable for IPLStatistics from the American Society of Plastic Surgeons 2010 Data

Good Service Means Sticking around after the Sale BIRMINGHAM, MI - “There’s a saying in the aesthetic industry that goes, ‘The best way to get rid of

a laser rep, is to buy a laser.’ But Lumenis won’t go away!” Dr. David Spurlin laughs while referencing to the area sales manager for the Midwest.

Service and reliability has never been an issue when it comes to his LightSheer® DUET™ laser, or any of his three Lumenis lasers for that matter.

“I am very happy with the service from Lumenis,” says Dr. Spurlin, of Pinnacle Dermatology in Birmingham, Michigan. “I owned a different laser from another company in the past. The technology be-hind it was fantastic but the machine was broken most of the time. This company’s service department was terrible. They weren’t available. They weren’t helpful. The laser spent more time down than up. I will never buy another laser from the company,” says Dr. Spurlin. “You’ve got to ask yourself, is the machine a workhorse or a show horse?”

Dr. Carmine McConnell from Plano, Texas puts service at the top of her list. Her experience with laser companies has been that representatives disappear as soon as they’ve made their sale.

“They want your order and then they’re gone. Then you’re spending time to track them down. It’s very difficult when you need help,” says Dr. McConnell. “Our Lumenis representative Allison Spears [area sales manager western region] will get right back to us.”

Dr. Lori Stetler of Dallas Center for Dermatology val-ues the ongoing training that Lumenis offers long after the sale. After she purchased her new LightSheer DUET she received a training update from Lumenis. To date, her representative continues to stay in touch by send-ing helpful information and finding new ways to get the staff on board.

“They have been so loyal and thorough with training. If you have a problem, they’re there. There are compa-nies out there that I would never even look at. They put a machine in your office and they disappear. Once you buy a machine from Lumenis, they are always around helping you grow,” says Dr. Stetler.

Keeping up with changes in technology and catering to each practice is also what attracted Dr. Max Adler of Park Cities Dermatology to Lumenis. “They ask all the right questions to help you determine how technology can be used in your practice. They teach you to recog-nize problems and what to anticipate and look for. Part of success is having a good laser. Part of it is having good training. Part of it is just knowing what the com-plications are, to knowing the bad results you can get. Lumenis training is complete from A to Z.” Dr. Dean L. Johnston performing an UltraPulse® procedure

Left Profile Left 3/4 Front Right 3/4 Right Profile

THE 5 PHOTO POSITIONS

Copyright © IF Marketing 2009

a few things your Lumenis rep can do for you:1. Educate your staff (from reception to clinicians) on the procedures and how to get patients excited.

2. Assist with presentations to patients at events and open houses.

3. Provide up-to-date research and data to show how you can achieve the best results.

4. Guide you to proven marketing tools and strategies.

A successful facial plastic surgeon in Miami may have little in common with an ophthalmology clinic in DeKalb, Illinois; a different focus, a different prac-tice size, and a different patient base may create near-opposing needs and foci for recruitment and retention at each. One tenet that providers world-wide can agree on, however, is the number one rule for success at a practice: keep the patient happy.

“At Lumenis, providers are our patients.” says Brian Hanly, Aesthetic Marketing Manager. Just like patients, physicians and providers are a care-fully selective group, and word-of-mouth is make or break in the medical device industry. Lumenis un-derstands that its reputation and well-being don’t rely on laser sales, but rather on the satisfaction of the end user: the provider. For this reason, Lumenis has always invested in a service and support net-work that has a sterling reputation in the industry (see next quarter’s issue for an interview with BZ Ellis, VP of Service North America). They have also provided Lumenis laser practices with a valuable and exclusive tool aimed at increasing patient sat-isfaction: The award-winning team at IF Marketing.

“Using IF Marketing allows me to be perceived as a consultant to the practice – not just another laser salesman. Having this tool in my armory has made a huge impact.” Lumenis’ top representative of 2010 credits IF Marketing for contributing to his practices’ success. Offering customized marketing programs to Lumenis practices, the IF team coaches practices with solutions that focus on increasing patient sat-isfaction while strengthening sales and cross-treat-ment buy-in. One tool, the VIP Card, has been proven to provide a 1430% return on investment. The ma-terials are professional and the support is worthy of the Lumenis gold standard of providing solutions, rather than simply hawking wares.

Dr. David Robbins of Des Moines Plastic Sur-gery wanted to capitalize on the purchase of a Lumenis LightSheer® DUET™ but was having a diffi-cult time cross-selling non-surgical procedures. After conducting a practice analysis, IF Marketing Prac-tice Development Specialist Leslie Blanche recom-mended the Sushi Menu tool; within 30 days, sales of non-surgical procedures had increased 30%. Dr. Robbins was pleased with the investment. “Now that the Sushi Menu is being used, our injectors are often asked to go into surgical consultations to dis-cuss nonsurgical procedures. We expect the 30% increase in patient services to grow as our staff becomes better trained at cross-selling services.” Dean L. Johnston, MD, FACS of Orlando Plastic Surgery agrees with the assessment. “We have been armed with new tools to make our office visit with patients more effective and this has subsequently helped make the patient’s de-cision making process easier.”

Whether the prac-tice solution is a total package or an a la carte item, marketing is a service Lumenis is grateful to be able to offer as a time-saving return on investment for practices – and ultimately, it is the pa-tients that benefit.

How to Hire Great Staff Your staff will be one of your most valuable assets but can be one of the most difficult things to get

right. In an aesthetic medical practice staff must project your image at all times. Most physicians say they look for a friendly face that is eager to learn – but selecting the right candidate takes time.

ConSIDER aDDInG THESE TIPS InTo yoUR HIRInG RoUTInE: ToP 5 TIPS FoR HIRInG

1. Eliminate candidates with glaring errors on the resume.2. Do a phone interview; how they talk to you is better than how they will talk to your patients. 3. Conduct a trial; have your top candidate shadow the office for a day.4. Make sure the candidate has a USP (Unique Selling Point) to set themselves apart.5. Get a feel for their work by giving a project to complete within 48 hours.

Getting a guy into a doctor’s office can be like pulling teeth, whether it’s for a routine check-up or to have an actual tooth pulled. It’s even harder to do so when it comes to cosmetic medicine - after all, it’s a service most men like me in their mid-20s would automati-cally brush off as women’s business. The truth is that something like laser hair removal would at least spark some curiosity if I had more knowledge of how it could benefit me. By answering just a few basic questions, you can open your practice to a whole new audience. QUESTIon: WHaT IS IT?

It sounds like a simple question, but few guys my age have any clue what these lasers are or how they work, and they definitely don’t want you anywhere near their skin with them. When I hear the word “laser,” I think of sci-fi movie weapons and Pink Floyd concerts, not hair remov-al. Give me an idea of what they look like and what the capabilities are.anSWER:

Within the contents of the LightSheer® DUET™ Accelerator Kit of-fered exclusively by Lumenis are “wall clings” that feature before and after photos. This tool can be instantly adhered to any surface or wall, and quickly highlights the areas of treatments and the comfort and speed of treatment. This is valuable for men, in particular, who are generally less aware of procedures.

QUESTIon: WHaT Can yoU Do FoR ME? Whereas cosmetic procedures can often spread like wildfire

through word-of-mouth among women, guys just do not talk about what goes on at the doctor’s office. It’s up to you to show us what op-tions are out there and empower us to share them. Unless we are ed-ucated, unwanted hair is something we might prematurely concede as something we just have to live with. Show us what you can do. anSWER:

Also offered through the kit are discrete yet comprehensive fold-out brochures. Easy to stuff into a pocket or wallet, these offer an en-tire feature on treatments for men including testimonials and photos.QUESTIon: HoW MUCH IS IT GoInG To CoST ME?

This might be the top priority for a guy like me as I’m considering an aesthetic procedure—it needs to be worth it. I’d rather not pay an arm and a leg for laser treatments to tame those thickets of hair on my arms and legs. Having comprehensive, straightforward price listings will go a long way toward earning the trust of a potential male customer. anSWER:

Elegant yet masculine, the sleek black photo book created by Lumenis as part of their LightSheer DUET Accelerator Kit describes in great detail the benefits of the LightSheer DUET. Included in the

30 page book are FAQs, photos and even a cost analysis of razors and waxing to the lifelong benefits associated with laser hair removal.

That’s all it takes—simple answers to simple questions could be the difference between a man like me choosing your office for laser hair removal treatment or scoffing at the idea. Don’t miss the opportunity.

A staff member who converts just ONE new TotalFX patient each week can generate over $106,000 per year.* Receptionists, estheticians, providers – your entire team should be trained to engage patients and cross-promote treatments.

Dr. Paul Ruff of Ruff Plastic Surgery and Med Spa in Washington, DC recognizes his staff as one of his best marketing assets. After acquiring new equipment, his staff goes through extensive train-ing beyond the functionality of the equipment. They learn the capabilities of the laser and how to discuss the benefits with patients. Weekly meet-ings are a time to discuss patient issues, com-monly asked questions and ways to address them.

Below are the top 5 tips for getting your staff to talk about procedures.1. IT’S NOT SELLING, IT’S EDUCATING. Help staff understand that patients WANT to know what you have to offer – that’s why they are in your office.

2. SET GOALS. Decide on the numbers you want to hit and outline it to your staff. Avoid negative competition by setting team goals rather than indi-vidual ones. 3. MAKE IT PERSONAL. Why should your staff make the effort? Offer up an extra vacation day or a dinner out if the goals are hit. Quarterly rewards help immediacy.4. ExPERIENCE. Nothing beats a testimonial from someone who’s had the procedure done. Offer to treat your staff for free – but it is OK if they choose not to take you up on the offer. Some treatments aren’t for everyone!5. UPDATE. Create and update a sign or send emails on a regular basis to let the team know where you are in relation to your goal. This also serves as a regular reminder to be talking to patients.

*Based on ASAPS 2010 data

The LightSheer® DUET™ accelerator kit Spotlight

Is your Staff Generating Revenue?

Laser Treatment: It Can be a Guy Thing

The Rep Factor

Photo book and brochure from the LightSheer DUET Accelerator Kit

The staff at Manhattan Dermatology showing their love for the DUET shirts

Lifestyle

Do you know how much revenue your laser hair removal machine is generating every hour? The LightSheer DUET is proven to reduce the average time spent per treatment – without reduc-ing the amount of revenue.

naTIonaL avERaGES FoR PRoCEDURE PRICESProcedure Avg. Fee Total ExpenditureIntense Pulsed Light Treatment $470 $216,077,809Laser hair removal $383 $359,148,446Laser skin resurfacing $1,156 $362,235,159Laser treatment of leg veins $404 $88,190,141

With the LightSheer DUET, your office can perform 3 full leg treatments in an hour – triple the number of treatments with a traditional laser hair removal device.

bREakDoWn:Potential Hourly Revenue The LightSheer DUET $1,149Traditional $383

The LightSheer DUET launch package from IF Marketing utilizes unique tools proven to generate revenue.

PaCkaGE InCLUDES: 2 Before & After Photo Books 4 Staff T-Shirts 500 Fold-Out Brochures 2 Brochure Stands 4 Wall Cling Posters

Hair Removal Comparison Chart Cost Time Spent Treatments Needed How Long (10 years) (10 years) (10 years) Results Last

SHAVING $1,800 450 Hours 1,830 2 Days

WAXING $5,400 60 Hours 120 3-6 Weeks

Average Treatment Times:

Back 60 min 15-20 min 65-75%

Chest 40 min 15 min 67%

Shoulders 20 min 10 min 50%

Underarms 10 min 4 min 60%

Full Legs 60 min 20 min 67%

Lower Legs 45 min 15 min 67%

Bikini Area 15 min 5 min 67%

Treatment Average ...and NOW %Time Area Treatment Time with High Speed Reduction

Data courtesy of Beth Haney, NP, Christine Dierickx, MD, Mitchel Goldman, MD

“i love the photo books. They are so professional looking!” - Tracy Lauder, Manhattan Dermatology (Dr. Ashley Magovern )

Laser hair removal offers PERMANENT hair reduction for less money than shaving and waxing.

Looking for an intriguing way to convince your patients that laser hair removal is worth the investment? Consider this:

“Patients see the material in the lobby and it usually spurs them to ask about the LightSheer® DUET™.”- irene Dean, Mid Atlantic Skin Surgery

“Thank you to Lumenis for introducing me to iF Marketing. We have really enjoyed working with them. it’s been a remarkable experience, and they have done some great things for me and really consolidated my in-ternal marketing. Phenomenal job, we have really enjoyed it. Thank you very much” - Dr. Clayton Moliver

www.ifmark.com312.335.1700

Statistics from ASPS 2010 Data

*Statistics based on average cost of goods and services and from Focus Groups: Females Age 25-45, IF Marketing, 2011.

*Numbers based on ASPS 2010 data and full leg treatment requiring 1 hour of time to complete

DALLAS, TX - The AltaModa Tiffany dining room set is one of the most luxurious collections avail-able. It consists of round upholsteries, soft fur and a crystal frame: each element of the set is made from solid wood and has a gold or silver finish. One does not buy AltaModa Tiffany unless they intend it to be seen. Lumenis, similarly, is responsible for some of the best cosmetic lasers available on the market; they are the showpieces of a practice. The company itself is the global leader in aesthetic lasers and light-based technology and is often unofficially referred to as the “gold standard” in the industry. Silver, gold, and platinum; it’s no coincidence that the metallic superlatives that apply to each of these products mean “world-class” in their industry. Whether it’s the gold standard for lasers or golden dining room tables, however, there is no return on investment without an audience; in other words, marketing.

Internal marketing is defined by educational mate-rials strategically placed around the office rather than by magazine or television ads. It is further enhanced by the warm welcome from the staff, the credential-ing statements from the office manager and an overall full-service treatment that leaves patients bragging.

Some marketing tactics can be as simple as a bright purple piece of paper. Dr. David Spurlin of Pinnacle Dermatology in Birmingham, Michigan, saw opportunity in taking note of popular areas of interest amongst patients. His cosmetic ques-tionnaire posed checkboxes next to questions like, “Are you concerned about frown lines?” The patients checked the boxes, which made it much easier to open up conversation. At the bottom of the form, he keeps space for an email address. If provided, the office sends email blasts to patients on the checked topics. To make the check form stand out, Dr. Spurlin prints it in brilliant violet.

The best opportunities for marketing a new proce-dure are inside the practice itself. Every moment of the patient’s visit – from waiting room, to treatment, to interacting with the staff – is a golden opportunity.

Dr. Achtman and Dr. McConnell of DSA Derma-tology in Plano, Texas use custom marketing mate-rials from IF Marketing. They know as well as most medical practices that one of the most valuable forms of marketing is also one of the hardest forms of marketing to attain – “word of mouth.” The VIP referral cards offer $50 towards select services at a practice. Dutifully given to staff and patients as established “VIP Members,” they provide patients a tool to “recommend” services. In addition, the practice can track their VIP Card referrals as a way to more closely pinpoint patient demographics and habits in a way that single-dimension televi-sion or print advertising doesn’t allow.

The average consumer has never heard of the AltaModa Tiffany collection. Any consumer with the means to purchase such a set doesn’t need to know the name; they just need to hear from a friend that it’s the best. The average aesthetic pa-tient may not know the name of a laser; what they do know is that their friend just referred them to a fantastic, near pain-free treatment. Equip your-self with the gold standard in laser technology, and then give patients tools to tell their own stories; your marketing will literally speak for itself.

DALLAS, TX – Dr. Max Adler of Park Cities Dermatology runs a successful dermatology practice in Dallas, Texas. Beyond acne therapy, skin care programs, and an extensive product line, one of his most popular treatments is CO2 resurfacing.

He purchased his first Coherent (now Lumenis) C02 laser in 1988 – the beginning of his career as a Dermatologist with aesthetic laser services. Today, he is still very much a dermatologist first and an aesthetic physician second, but cosmetic services are something that complements his practice so well he can’t imagine doing without them.

“I love cosmetics and working with lasers. I would do it all day if I could. It’s fun. But at the end of the day, it’s really about being able to offer my patients all of the services they need,” says Dr. Adler.

Dr. Adler is a physician who always puts his patient first. He doesn’t describe himself as a numbers guy; he couldn’t tell you how much money aesthetics brings in at the end of the day. That falls under the responsibility of his office manager. But he can tell you that mastering an acne scar removal treatment

using the Lumenis UltraPulse® laser put him on the map in his industry.

Using the DeepFX™ first and the ActiveFx™ second (Dr. Adler calls this the “submission technique”), he was able to get incredible results with badly-scarred acne patients. Word of mouth spread and eventually led him to an appearance on “Good Morning Texas” with one particularly pleased patient whose acne-scarred skin no longer hindered her modeling career. Plenty of practice, courses with the American Society of Lasers, and his Lumenis training helped him perfect this treatment.

Now, he often finds that patients come to him for acne first, and discover his laser services second. This niche has worked well for him. He is the dermatologist with the aesthetic touch. So what advice would he give to other dermatologists looking to get into aesthetics?

“You have to have a [staff] personnel that is geared towards cosmetic patients. You have to be willing to want to do these types of procedures. And if you’re buying a laser, you want to be good at it. Get good re-sults. You want to do something to set yourself apart from the crowd,” says Dr. Adler.

Most aesthetic physicians will say their job isn’t necessarily to make their patients look better, but to create results that help them feel better. Now more than ever, Lumen-is equipment plays an important role in helping physicians achieve those results. This year, the laser company is partnering with Angel Faces, a non-profit organization provid-ing healing retreats and ongoing support for adolescent girls with severe facial disfig-urements to help these young women reflect their inner beauty to the outside world.

Lumenis’ fractional CO2 skin rejuvenation laser, the UltraPulse®, is being used by physicians world-wide to minimize the appearance of burn scars on the face and body. From donating equipment to paying travel expenses for patients and physicians, Lu-menis is impacting lives in a positive way. Stay tuned to learn more – and to find out how you can be a part of this rewarding venture.

From Tiffany Silver to Gold Standards Marketing 101: How to fit your budget to your needs

aesthetic vs. Medical: Complement or Conflict?

nEW UPDaTES

Dr. Max Adler of Park Cities Dermatology

angel Faces

2000 2007 2008 2009 2010Statistics courtesy ASPS

1,152,371 1,462,825 1,514,021 1,547,711 1,580,690

WeatherFoRECaST: SUnny

as far as the eye can see.

Laser procedures have increased steadily every year since aSaPS began tracking statistics. Even as the outlook turned stormy for invasive procedures in the recession of 2008, laser procedures

increased, providing a safe, sunny harbor from the storm.

The LightSheer® has always been a fan favorite, getting its first starring role in 1998 and representing the smoothest of Lumenis ever since. Back from a makeover, the LightSheer has new talents: introduc-ing the LightSheer® DUET™. So smooth it’s virtually pain-free, the LightSheer DUET gives a measurable advantage by improving patient experience. LightSheer DUET possesses a touch that’s effective from the back to the bikini – with an up-to-75% 3 reduction in treatment time and a technology so advanced it doesn’t require anesthetics, your patients won’t have to see stars to meet one.

LIGHTSHEER DUET STATS: Efficiently facilitates and optimizes treatment anywhere on the body, large or small:

• Includes LightSheer technology, rated ‘most used’, ‘best overall’ for light-based hair removal by aesthetic practices worldwide.1

• Combines the gold standard with exciting speed and amazing comfort. 2

• Includes two optimal 800nm diode laser systems on one versatile platform - LightSheer ET and LightSheer HS.

• Up to 3 Hz• System Calibration fully integrated upon start up.• Software includes ‘physician recommended’ treatment parameters• Shortened learning curve

• Standard electrical outlet

LIGHTSHEER ET9 x 9 mm spot size for small or boney areas

• Fully integrated Sapphire Chill Tip™ for continuous contact cooling (5° C)

• Compression temporarily removes hemoglobin chromophore

• Higher fluence up to 100mJ

NEW LIGHTSHEER HS22 x 35 mm spot size

• Reduce treatment times up to 75% 3

• Treat legs and backs comfortably in about 15-20 minutes

• Eliminate lengthy treatment prep• No topicals or gels required• Lower Fluences up to 12 J/cm2

1 Source: August 2009 Aesthetic Practice Survey Results (Figure 1-4), Medical Insight, Inc.2 Data on file at Lumenis.3 Data on file at Lumenis.

12x12 mm

35 m

m

22 mm

9x9 mm

RELATIvE SPOT SIzE

PB-1108140_A Lumenis Newspaper, Summer 2011, Vol 1, No 1