Posts Tagged ‘Personality’

No-Fluff, Aesthetically Smart Marketing

Friday, June 17th, 2011

“I NEVER THOUGHT MUCH OF MARKETING. Practices do it in my area: billboards, magazines and things like that, but I’ve never had to. I’m not sure what good it would do me or where I should start – if I decide to – and how much is “fluff”? When is good, good enough? Do I really need great design? What do I need, and what is best for my practice? I’ve had a fairly busy practice until 2008. Things are a little slow now, but we’re making it. It would be nice to have a few more bookings, but I’m hesitant to start marketing.”

These are questions and concerns I hear weekly. For an industry that historically has believed marketing is wrong, these are legitimate concerns. “Everybody’s doing it” just doesn’t fly with me. And as you’d imagine, just average design doesn’t either.

My industry, the advertising and marketing industry, still really doesn’t know the plastic surgery industry deeply enough to always do you the best good. It is even more difficult because each practice is so unique. For some, you’ve found that a cable TV buy generates calls. For others, your website is your top dollar producer, and for yet others, your patients are your best advocates.

The most important thing I can tell you is that your marketing needs to resonate with your target audience. PATIENTS ARE ATTRACTED TO PHYSICIANS AND STAFF WHO COMMUNICATE VALUES AND PERSONALITY TRAITS SIMILAR TO THEIR OWN. Any marketing effort you engage in needs to be a trust builder, a genuine relationship builder. It’s got to be emotionally beautiful, respectful, just right for the personality of the practice, and the very best quality you can afford.

SO, WHEN IT COMES TO YOUR MARKETING, WHAT IS FLUFF? FLUFF IS A WASTE OF MONEY. Fluff happens when you don’t know what your goals are for each particular marketing effort. Fluff is not having an emotionally engaging and beautiful brand. Fluff happens when you have to do a project over, you don’t use vendors you can trust – or you don’t take time to understand your contract and what you’ve purchased. Fluff is spending too much money on external marketing when you already have a good-sized database of loyal patients who love your practice. Fluff is not looking at your consultation process through the eyes of a patient. Fluff, to me, is marketing efforts that don’t produce. Fluff is a waste of money.

Let me encourage you not to be afraid of marketing but to be purposeful about your brand, and especially, to be aesthetically smart. Give me a call, I’d love to hear what you think is fluff.

Candace – 877 884 7676

I did it. I took down my Facebook pages…

Monday, December 13th, 2010

I did it. I took down my Facebook pages, both personal and business. Managing who I am through social media has taken more time than I have to give it. I will miss seeing all your photos and faces. My decision is largely because I am passionate about doing things the best I can, and I never gave Facebook the time it needs to be done well.

I feel the pressure of “doing it all” but I really can’t do it all well, so Facebook has to go. I am practicing what I preach; if you’re going to do something make it the best you can.

Another mistake I made was to let my business and my personal listings get mixed up. If I should ever decide to come back, I will separate the two from the start.

For now I have kept my blog, LinkedIn and Twitter. I am going to work at making them something I’m proud of and that lives up to my perfectionistic standards :) If I find they still take to much time, we’ll see. I hope to make more phone calls, post more interesting and relevant blogs, do a better job on LinkedIn, and send interesting Tweets.

I would enjoy hearing your responses. Don’t hesitate to call, email or text me!

A big smile for each of you!

Candace Crowe
President, Creative Director
Candace Crowe Design

Educating Patients. Marketing You.

Copyright © 2010 | Candace Crowe Design | All Rights Reserved

Tips for Strengthening an Aesthetic Practice’s Brand

Friday, July 30th, 2010

A strong brand is not created over night. In fact, a properly handled brand gets stronger over time. Your brand can become stronger by constantly keeping abreast of how your target audience perceives you, assessing your marketing plan, trying new strategies, and defining your goals. An ongoing, consistent brand-building process is important for creating a strong brand.

Project a positive and confident personality. Make sure your personality shows in every aspect of your practice and show that you understand the patient’s cares and concerns. Be genuine, and draw them in by listening first then be sure to communicate your unique skill set and knowledge base. Provide superb patient education. Prospective patients have a strong need to learn about the procedures they hope to have. They can learn some of this through reading patient stories or a more formal patient educational video.

Continuity in message and look of all your pieces and consistency in delivery is key to the success of your brand.

Wishing you a superb brand,

Candace Crowe
President, Creative Director
Candace Crowe Design

Educating Patients. Marketing You.

Copyright © 2010 | Candace Crowe Design | All Rights Reserved

Set yourself apart from competing practices…

Wednesday, December 30th, 2009

MARKETING TIP. Set yourself apart from competing practices by developing a distinctive branding concept that suits your personal style.

Wishing you marketing success,

Candace Crowe
President, Creative Director

Candace Crowe Design
Educating Patients. Marketing You.
Copyright © 2010 | Candace Crowe Design | All Rights Reserved

Product + Personality = Brand

Monday, March 23rd, 2009

What do people see in their minds’ eye when they think of your practice? No one has direct control over how people think about you, but how you present yourself to others influences how they perceive you. I’m sure you’ve heard the saying “you never get a second chance to make a first impression”. Prospective patients judge you based on all of their contacts with you, what they see on your website, how the person who answered the phone took care of them, what you look like, how you dress, how comfortable they feel in your office, and so on and so on.

With an ever-growing number of plastic surgeons, it is increasingly important to have a marketing strategy that helps to define who you are. A strong brand identity helps them to know that.

Building a brand identity is a profitable and obtainable goal. We have the expertise and tools to set your practice as a leader in the plastic surgery industry by defining a brand for yourself, your staff, and your potential patients.

I hope to hear from you soon,