Exclusive, safe treatments to enhance

your natural self

Executive Summary

Will I receive the results I want?

Will I receive the results I want?

When is the right time to do this?

When is the right time to do this?

How will I go home after treatment?

How will I go home after treatment?

How will I recover?

How will I recover?

How do I prepare for this?

How do I prepare for this?

Am I safe ?

Am I safe ?

A Marketing Plan for Doctor Harvey’s

Plastic Surgery Practice

Jeff Dobkins - Kim Laur - Robert Harvey - Christina Caamano

Current Marketing Situation

Mission Statement:

It is our goal to provide the highest quality, safest, most artistic plastic surgical care to our

patients

Our aim is to produce results which are natural and unoperated in appearance

We work with our patients to make them the best possible version of themselves

Product and Service Offerings:Head and Neck

Face and neck lift procedures (Rhytidectomy)

Upper and lower eyelid surgery (Blepharoplasty)

Nasal surgery (Rhynoplasty)

Forehead surgery

Lip surgery

Breast & Torso

Breast augmentation, reduction, and lifting

Abdominal surgery (Abdominoplasty, Tummy Tuck)

Liposuction of the torso

Injectables

Treatment with injectable medications

Botox to weaken local muscle action

Soft Tissue or dermal fillers such as Collagen, Restylane, Juvederm, Radiesse

Skin Care

Dermabrasion and Microdermabrasion

Chemical peals

Dispensing of skin care products

Face and body surgeries

Previous Marketing Efforts

• Speaking opportunities

• Fund raising events

• Charity events

• Club memberships

• Direct mailings

Environmental Forces:

• World economy situation

• Increase in cost effective injectable solutions

• Decrease in surgeries performed beginning about 5 years ago

Competition:

•Approximately 400 Plastic Surgeons in Bay Area

•Other doctors perform similar procedures:Dermatology and Ear, Nose, and Throat doctors

•Nurses and Spas also offer similar treatments: Botox, Soft Tissue Filler Treatments, Skin Care

SWOT Analysis:Strengths Weaknesses

Experienced, long time in practice High surgical fees

Name recognition Negative connotation of plastic surgery

Established patient following Web site is outdated

Word of mouth referrals Limited scope of operations offered

Good reputation All surgery done in hospital

Great staff  

Attractive office  

Chairman, Department of Surgery  

Opportunities Threats

Increase face and neck proceduresCompetition from “old guard” plastic

surgeons

Increased injectable treatments Competition from new plastic surgeons

Expand staff help with injectablesCompetition from other medical

specialists

Expand sale of products Current recession

  Technology and product changes

Marketing Objectives

• Refine the “Complete Patient Experience”

• Expand wellness products and services

Marketing Objectives

• Focus on head and neck area treatments

Issues for Objective #1Refine the “Complete Patient Experience”

• Gaining trust from prospective patients

• Fulfill patients expectations

• Provide patient with an excellent experience consistently

• Train staff to be focused and friendly and follow up on loose ends

• Motivate staff to be friendly and accommodating

Issues for Objective #2Focus on and increase Head and Neck surgeries

• Doctor has to become a businessman

• Sensitivity of by passing less lucrative surgeries

• Highly competitive field

• Identify advertisement avenues

• The current economy

Issues for Objective #3Expand wellness product and service offerings

• Initial investment in product and injectables

• Current website limitations

• Maintaining inventory issue

• Staff availability to educate patient on product and credentials to administer injectables

Target Market

Customer Analysis

Positioning

Target Market, Customer Analysis, and Positioning

Divide market on the basis of:• Age – Different offers for different age groups• Life stage – Plastic surgery is a way to help transition

through periods of change• Gender – Approximately 90% of procedures are for

women, but there is a small untapped opportunity for men.

• Income – Elective surgery so they have to have disposable funds

• Social class – Image and personal expression will be important to customers

Target Markets

  Target Skin care Injectable Surgery

#1 Women 30-45 unmarried X X X

#2 Women 45+     X

#3 Women 20-30 X X  

#4 Men 35-55 unmarried X X X

Apply Variables To Test Targets

• Geographic

San Mateo, Santa Clara, SF and Marin Counties – all within easy commute

• Demographic

Age, gender, family status, income, social – all fit the profile of previous patients

• Psychographic

Lifestyles, activities, interests of these groups are appropriate

• Behavioral

Perceived benefit, positive attitude, high loyalty

Target Market Scoring

Segment GrowthCompetitive

Superior

Fit with current

resources

Economic Factors

Environmental Score

Women

5 5 5 4 5 2430-45 unmarried

Women4 5 5 4 5 23

45 +

Women4 4 4 3 4 19

20-30

Men 35-55 unmarried

3 4 4 3 4 18

Marketing Strategy

Marketing Strategy

1. Push Strategy

2. Niche Marketing Strategy

3. Selective Specialization Strategy

Push Strategy

• Direct communication between seller and buyer

• The seller can use intermediaries (partners) to push buyers to the seller

• Yields a “one to one” personal relationship

Niche Marketing Strategy

• Narrowly defined customer group seeking a distinctive mix of benefits

• Good strategy when:– Customers will pay a premium

– Customers have a distinct set of needs

– Fairly small but has size, profit, and growth potential

– Gain economies of scale through specialization

• Not trying to be everything to everyone! – Exclusive product and service offerings

Selective Specialization Strategy

Certain product offerings to certain market segments

P = Product

M = Market

Marketing Programs

Place-Located in Saint Francis Memorial Hospital

- outsourced services are more affordable - location in the hospital is positive for safety reasons

• Cosmeceuticals

• Injectables

• Skin care line

Product

Service

•Surgical treatments for head and neck

•Focus on the Complete Patient Experience

1st Patient contact

Pretreatment Care

Treatment Delivery

Post Treatment Care

• Word of mouth referral

• Website

• Dr. Rob talk

• Social contact

• Educational pamphlets

• Health assessment consultation

• Financial discussion

• Post treatment care

• Follow-up contact

• Pleasant space

• Staff contact

Promotion

• Website development

• Personal letter to past patients • Community building activities

• Online social networking development

• Engage in educational speaking opportunities

• Involvement in emerging medical technology centers

• Develop strategic service alliances

Doctor Robert Harvey, M.D.

Chairman, Department of Surgery

Saint Francis Memorial Hospital

Diplomat, Certified by the American Board of Plastic Surgery

Price

Top tier price range for both services and products

  National Average Price Dr. Rob Range

Eyelid Lift $2,921  $3,000-$4,000 

Facelift $6,728  $7,000-$8,000 

Rhinoplasty $4,369  $5,000-$6,000 

Chin Augmentation $2,280  $3,000-$4,000 

Financial Plans

Marketing Budget

   One-Time Cost  Monthly Cost  Total Year 1 Investment 

Website Development $5,000   $5,000

SEO (Search Engine Optimization)   $713 $8,550

Website Video $2,000   $2,000

Social Media Management   $250 $3,000

Retrain Staff $1,500   $1,500

Increase Product Inventory $22,680   $22,680

Mailer to Previous Patients $400   $400

TOTAL INVESTMENT     $43,130

Revenue Analysis

   actual estimate actual estimate  

   2009 2010 2009 2010  

    #  # $ $

RevenueIncrease / (Decrease)

Abdominoplasty  $5,470 9 0 $49,230 $0 -$49,230

Eyelid Lift $2,921 8 17 $23,368 $49,657 $26,289

Breast augmentation $3,603 9 0 $32,427 $0 -$32,427

Facelift $6,728 11 14 $74,008 $94,192 $20,184

Liposuction $2,933 15 0 $43,995 $0 -$43,995

Rhinoplasty $4,369 3 23 $13,107 $100,487 $87,380

Chin Augmentation $2,280 2 15 $4,560 $34,200 $29,640

Totals   57 69 $240,695 $278,536 $37,841

Implementation &

Controls

Implementation Controls for Objective “Refine the Complete Patient Experience”

• Implement customer surveys

• Measure customer satisfaction

• Implement customer suggestions

• Measure referrals from previous clients

• Measure repeat clients

• Measure complaints

Implementation Controls for Objective: “Focus on and increase head and neck surgeries”

• Refer health insurance procedures to competitors

• Increase social presence in exclusive circles

• Measure before and after baseline cost ($Surgery per hour)

• Measure staff’s time tracking down health insurance papers vs. spending time with patients

• Measure # of head and neck surgeries

Implementation Controls for Objective: “Expand wellness product and service offerings”

• Measure number of products sold

• Measure sales revenue by product

• Measure number of injectable treatments

• Measure web site traffic

• Measure number of new/recurring patients

Implementation Timeline

2010 months 1 2 3 4 5 6 7 8 9 10 11 12

Website Development                        

Retrain Staff                        

Increase Product Inventory                        

Mailer to Previous Patients                        

Review Marketing Plan                        

Focus on Head & Neck Surgeries                        

Questions