This was my first marketing project. My professor gave out random topic assignments that each of our groups drew out of a hat.THe topic we pulled was a Plastic Surgery Center. Each group created their "product" from the ground up.
1. D Diamond St. Center for Plastic Surgery Aesthetic and Reconstructive Surgeries for All “Artistry, Beauty, and Experience”
2. Negative Expensive Risky Superficial “Hollywood” Unnecessary “Makes people look fake” Positive Improving one’s image Enhance opportunities (In personal life and at work) Birth defect correction Predispositions
3. People are being more frugal with their current purchases due to the current recession consumers are saving more money instead of spending it Cosmetic surgery is considered a “luxury” purchase by many consumers Why would someone consider having cosmetic plastic surgery in today’s economy? Some people may feel that in order to make more money at work, they must improve their looks Economic Factors
15. In recent years, reconstructive surgeries have declined in numbers, in response, surgeons have taken on a larger case load of cosmetic surgeries with the hopes of maintaining steady income
16. Price sensitivity of patients has resulted in surgeons decreasing prices for procedures
20. Direct Mailings Survey sent to local residents (within 50 miles of office) Sent to residents under 65 years old Household income of $10,000+ Male and Female Education level: high school diploma, Associate’s Degree, some college, bachelor’s degree, graduate degree Using a direct mailing list service, we are able to reach to 311,937 residents Primary Research
21. How old are you? (Please mark the appropriate age range) 18-24 years old 25-34 years old 35-44 years old 45-54 years old 55-64 years old Marital Status Single Married Gender Male Female MTF FTM Do you have any children? Yes No Highest achieved education level: Did not finish high school High school diploma Some college Associate’s Degree Bachelor’s degree Masters degree Total household income $10,000 - $25,000 $26,000 - $40,000 $41,000 - $55,000 $56,000 - $70,000 $71,000 - $85,000 $86,000- $100,000 $100,000+ Ethnicity Caucasian African American Hispanic Native American Other: _____________________________ Have you had plastic surgery before? Yes No If yes, what procedure(s) have you undergone? _____________________________________________ Do you approve of plastic surgery for reconstructive needs? Yes No Do you approve of plastic surgery forcosmeticneeds? Yes No Would you consider plastic surgery for yourself or in the future? Yes No Primary Research (cont.)Sample of survey
22. Would consider cosmetic surgery for self, now or in the future, by age [includes both men and women] 10% of Americans age 65 or older 21% of 55-64 years old 27% of 45-54 year olds 34% of 35-44 year olds 34% of 25-34 year olds 27% of 18-24 year olds Would consider cosmetic surgery for self, now or in the future, by marital status [includes both men and women] 26% of married Americans 25% of unmarried Americans Would consider cosmetic surgery for self, now or in the future,with achild in household [includes both men and women] 29% of Americans with child in household 24% of Americans with no child in household American’s general approval of plastic surgery 56% of women say they approve of cosmetic surgery 57% of men say they approve of cosmetic surgery Would consider cosmetic surgery for self, now or in the future 31% of women 20% of men Would consider cosmetic surgery for self, now or in the future, by race/ethnicity [includes both men and women] 27% of white Americans 24% of non-white Americans Secondary Research
23. The top five surgical procedures for men were: Liposuction, Eyelid surgery Rhinoplasty Breast reduction to treat enlarged male breasts Hair transplantation The top five surgical procedures for women were: Breast augmentation Liposuction Eyelid surgery Abdominoplasty Breast reduction The most common procedures for age 18-and-under were: laser hair removal Microdermabrasion Chemical peel Otoplasty (ear reshaping) Rhinoplasty Secondary Research (cont.)
24. Major Competitor Leo R. McCafferty M.D., F.A.C.S. Has two offices in the Pittsburgh area Secondary Competitors Dennis J. Hurwitz, M.D. James Fernau, M.D. Raymond A. Capone, JRr., M.D. Robert W. Bradon, M.D. Richard Thomas Vagley, M.D. Competitive Analysis
25. Profit Centers Aesthetic/Gender Reassignment Reconstructive Breast Augmentation* MTF Top surgery FTM Top surgery Reducation/implants Liposuction Rhinoplasty (Nose Job) Botox Injections* Laser hair removal* Eyelid surgery Tummy Tuck Hair Transplant Chemical Peel Microderm Abrasion Facial Feminizatoin* Thyroid cartiliagereducion* Lip augmentation* *= includes Gender Reassignment procedure Birth Defect removal Breast Augmentation Following breast cancer Laceration Repair Hand surgery Scar removal
26. Target Markets/Demographics Cosmetic Reconstructive Demographics Age 18-65 years old Gender Male/Female (more females) Education Some college Bachelor’s Degree Masters Marital Status Married/Single Income $15,000+ (possibly paid for by family member) Psychographics Successful Superficial Body conscious Trying to get ahead at work In secure Just beginning to step into the “real world” Demographics Age 6 months + Gender Male/Female Education Doesn’t matter Marital Status Married/Single Income $15,000+ Psychographics Hope to be accepted Victim of accident Self conscious Traumatized Yearning to look “normal” Parent’s may want to give their child (with a birth defect) a chance to grow up looking like other kids Cancer survivors (i.e. breast cancer, skin, etc…)
27. Target Markets/Demographics Gender Reassignment Demographics Age 20+ Gender MTF FTM Education Some college Bachelor’s Degree Master’s Marital Status Single Married Partnered Income $25,000+ Psychographics Re-identify self Insecure Self conscious Uncomfortable in own skin These individuals will meet whatever is possible to make them the person they feel they really are Willing to take multiple mortgages on home
28. Invite prominent individuals from local area organizations for a gathering at office before opening Allow them to tour facility, learn about procedures offered and financing options Discuss with them our intentions as far as getting involved with the community (how can we get involved with their organizations?) Those who attend will receive a free consultation Organizations: Pittsburgh Women’s Center Local American Cancer Society chapter American Red Cross of Pittsburgh Family Health Center Pennsylvania Medical Society Gay and Lesbian Center of Pittsburgh Local YMCAs Initial Promotion
29. Mission Statement: “Our patients experience a new world of options keeping their overall health and best wishes in mind using the latest and safest medical technologies, specializing in the areas of aesthetic and reconstructive surgeries for all.” We are one of few offices in the nation that offer cosmetic procedures for patients under going gender reassignment Counseling (pre-op/post-op) with patients Submit insurance and set up appointment on website Partnership with local area hospital referring patients to our office (shows local healthcare trust in our services Working with patients who are left with physical abnormalities (ex. burn patients) Easy financing options Branding
30. Home visits by an LPN following surgery Surgeon/LPN on call 24 hours to respond to patient questions and concerns following surgery Optional transportation provided before and after surgery Waiting room for family/friends while patient is in surgery with the following conveniences: Option of a bed Television with TiVo Snacks foods and drinks (at no additional cost) Special parking for patients and family close to office building Member of the American Association of Plastic Surgeons Aid in sponsoring local LGBT parade and events Branding (cont.)
32. Billboards Magazine Ads for the region “Prevention” Magazine for women “Better Homes and Gardens” “Brides” Magazine Radio ads Kiss 96.1- Top 40 WLTJ 92.9- “Pittsburghs favorite lite rock with less talk”-adult contemporary Sponsor local sports teams for kids Marketing
37. www.plasticsurgerystatistics.com www.aaps1921.org www.PlasticSurgery.org www.surgery.org http://www.ncbi.nlm.nih.gov/pubmed (The financial environment of aesthetic surgery: results of a survey of plastic surgeons) (Discount cosmetic surgery: industry trends and strategies for success) Sources
Editor's Notes
Why “Diamond St.?”Located on the outskirts of downtoanpittsburgh in the newly renovated, upcoming part of town. Central point of most general areas. Easily accessibleThe street name makes people think of diamonds, reminding them of their glamour and beauty. “their beauty lasts forever”Could also bring the idea of a “diamond in the rough.” All it needs is polishing to become like the other diamondsDown the street from a major metropolitan hospital
People generally have a negative view of plastic surgery and forget about reconstructive surgery for:-burn patients-cancer survivors (i.e. breast cancer)- Birth defects
Shows the number of cosmetic surgery procedures have increased dramatically over the years. It then minutely decreases, before again jumping in the numbers. ***THERES A TREND!****
Direct mailings at a cost of $.06/mailingTotal cost of $18,716.22
Similar to the secondary research , we wanted to figure out local area attitudes about plastic surgery
Why would 35-44 year olds have higher rates of consideration for cosmetic surgery?- approaching middle age, maybe want to stay youthful for spouse or partnerAs one ages, they may receive less opportunities at work. By maintaing a youthful look, they may feel as thought they can still climb the job ladder Why would Americans with kids be more likely to consider cosmetic surgery?They may feel they have aged physically due to having kids because they are providing for a family, they may feel as though to continue being successful at work, they must maintain a youthful look
Why is this important?- Helps us narrow down which procedures we should offer. Allowing us to figure out potential profit centers
Why our Major competition?He has multiple offices in the area. Has been in the area for 7 years, already has a network of customer support
One of few surgeons offering cosmetic procedures for individuals undergoing gender reassignment
Demographics for reconstructive surgeries aren’t as definite as the others due to the issue that they may need surgery no matter what they financial situations may be. Ex.Child born with a cleft pallet or a tumor (external)Car accident victim with major burns or scars
For these, we researched into the process of gender reassignment. The process is very lengthy and costly. Generally, the process wont start until 20 years of age, but the individuals may not worry about cost because of their desire to be who they “feel” they are.
AAPS MembershipRecognizes surgeons who are appropriatly licensed to be a member, surgeons are required to undergo additional training to maintain membershipKeeps tracks of complains every year from patients evaluates members yearly to make sure they are maintaining standards
Why kids teams?banners/signs hung at sports events logo on shirts Shows we are encouraging childhood healthRadioFind prominent male/female radio DJs to back the office and radio ads Invite popular radio stations/DJs to host an event in front of the office have an interview on a radio station about plastic surgery to discuss reconstructive/gender reassignment cosmetics.
