Joel Schlessinger M.D.

Dr. Joel Schlessinger recently wrote an article for Practical Dermatology titled “Going Digital: Marketing for the 21^st Century.” In the article, he explains the importance of analyzing practice data and using the findings to improve marketing efforts.

Creating a list of patients, procedures performed and generated income can help you determine where to focus your practice’s marketing efforts. This list can also shed light on cross-selling opportunities to encourage returning customers.

Patient lists can simplify marketing techniques. Dr. Joel Schlessinger explains.

In his practice, Dr. Joel Schlessinger has several lists of patients organized by past procedures. Marketing efforts are created around these lists.

“Based on review of our data, we develop specials each month for one or two procedures and then email or mail appropriate offers,” says Dr. Joel Schlessinger.

The lists of patients, he says, also make it easier to market future products and procedures toward specific patients.

“We know which patients have elected certain procedures and can readily access the names, addresses, and email addresses (if provided) of these individuals.”

Dr. Joel Schlessinger shares how to use practice data to improve profits.

Practice data and expected revenue can help you revise the overall marketing plan.

“If you know that a certain month was your best month ever for neurotoxins, you may want to choose that month to package a filler and neurotoxin special to add revenue,” says Dr. Joel Schlessinger. “Conversely, if liposuction has poor months in the summer, that may be the time to consider a marketing special or a bonus for that procedure.”

Dr. Joel Schlessinger also shares how data can help you address problems within your practice.

“If you see decreased revenues for a specific procedure, it can be the rationale for investigating whether there is a change in how a procedure is being done, in your competition, or whether issues exist with a staff member or your technique,” he says.

Have you used past data to improve marketing efforts in your practice? Share your experience with us in the comments.