We have found that often staff members lack a concrete, creative direction along with strategically developed internal marketing programs geared to effectively respond and cater to prospective cosmetic patients. The art of internal marketing requires specific skills. If personnel are not effectively trained and motivated to employ specific techniques, marketing cosmetic procedures is often less productive and prospective patients may be lost.
In reality, every staff member plays an integral role in internal marketing and can contribute towad building a cohesive, profitable cosmetic practice. Each person must be assigned specific responsibilities and be trained in the art of subtle public relations. Personnel may at first be resistant to expanding their roles due to a misconception that marketing is synonymous with a "pushy" attitude. When personnel are professionally trained in the techniques of internal marketing, they will learn to effectively communicate with patients and better comprehend how their efforts can individually contribute toward the success of the practice. Staff should be trained to:
1. Understand the needs and motivations of cosmetic surgery patients;
2. Identify the "buying style" of a prospective patient
3. Develop a rapport with prospective patients;
4. Generate interest in procedures and motivate referrals;
5. Build a positive image of the physician's abilities and credentials;
6. Engage in teamwork to realize practice objectives;
7. Become an integral part of internal marketing programs.
Motivation plays an important role, since in addition to patient education, enthusiasm and commitment are the crux of effective internal marketing.