For a practice that sets up a location that fails to meet expectations, Wheeler recommends hiring a consulting firm that specializes on working with cosmetic physicians, to analyze their business plan and determine what the practice is doing correctly and incorrectly.
“In many cases where we see practices going slow, those doctors have sort of piecemealed things together,” Wheeler says. “They will hire a separate person for search engine optimization (SEO) on the internet and a person to send out mailers, for example, but these people do not do much after that.”
Instead, Wheeler advises hiring a single point of contact that can help a practice consolidate marketing services, although the cost may be slightly more. “At the end of the day, though, I think the doctor makes more money in the office than they are saving by trying to work with six different people who may not be all on the same page,” he says.
Next month’s column will focus on the pros and cons of opening multiple locations.