Break through marketing and branding practices for celebrity cosmetic clinic and renowned cosmetic surgeon.

1. Allure MedSpa
The #1 celebrity cosmetic clinic
COSMETIC SURGERY | COSMETIC TREATMENT | COSMETIC DENTISTRY
The break through Marketing and Branding for Allure MedSpa
Marketing Strategy
www.alluremedspa.in | Contact # +91 9869041559

2. Define the Brand Allure MedSpa
Logo Designing
www.alluremedspa.in

3. The Philosophy & Values of AMS
Vision: We want to become the most preferred Celebrity Cosmetic Surgery Center of
the World.
Mission: We are striving hard to manifold (at least double) our global reach, Revenue
and Quality deliverables, Delighted Customers and Our Brand Equity to became the
Market Leader.
Core Values:
Ready to deliver highest level of customization. The Tailor Made Solutions ( Body
sculpting, Body Designing, not just surgery, it is the finest art)
We Care!!
Confidentiality
Transparency is our fundamental philosophy.
We always offer next generation technology for the Completive Advantage.
Complete mentoring with a friendly approach, from your first thought to an informed
decision and our services to your highest expectations with unmatched results delivered.
www.alluremedspa.in

4. Marketing Planning
www.alluremedspa.in
For FY 2016-17

5. Marketing Planning
www.alluremedspa.in
For FY 2016
Whether we use an in-house marketing staff or agency to promote our cosmetic
surgery practice, planning is essential.
Strategic planning ensures we target the right customers, in the right place and louder
and better than our competition.

6. Access the current and past marketing
experiences
www.alluremedspa.in
Analyze and Define: First I need to assess our current and past marketing efforts. Look
at the last 12 months, pull together reports for all our online and offline marketing
activities. Look through the reports and objectively answer the some questions for
marketing analysis, using actual data. Without making excuses for failed campaigns and
be honest about the real benefit each vehicle brings to our practice.
Analysis:
Current and Past Efforts
Competitive Analysis
Customer Analysis
Define:
Take Away Points
Specific, Measurable Goals
Goal Statements

7. Analyze Current and Past Efforts
www.alluremedspa.in
Q. Are potential customers aware of our practice and our services or do we need to build
brand awareness and visibility?
Ans.
Q. Can we distinguish between marketing activities that build brand awareness and
visibility and those that are meant to generate leads?
Ans.
Q. How do we develop then cultivate our brand and image?
Ans.
Q. How much of our marketing budget should we allocate to brand/image building and
cultivation?
Ans.
Q. What do we want our image to be? Does our current brand strategy support this
image?
Ans.

8. Analyze Current and Past Efforts
www.alluremedspa.in
Q. What lead generating activities had the highest ROI? Best Cost per Customer or Cost
per Lead?
Ans.
Q. What marketing activities directed the most valuable leads? (Define what a valuable
lead is to your practice.)
Ans.
Q. How many leads resulted in repeat business or referrals?
Ans.
Q. Were there any negative consequences of the activities? ie, brand misrepresentation
or promotion that cost the practice money
Ans.
Q. Where did we fall short in the last 12 months? Where were we successful?
Ans.

9. Competitor and Customer Analysis
www.alluremedspa.in
Competitive Analysis:
How broadly visible are our competitors?
What are our competitors doing that we aren’t? i.e., directories, search engine
optimization, social media, TV/Radio
What are our competitors doing well? Doing poorly?
Customer Analysis:
Where are our customers? How do they research cosmetic procedures? What propels
them to select one plastic surgery practice over another?
After we are complete with the analysis, it is time for definitive direction.
Start by writing down a list of take away points. Concise, keeping each point to one or
two sentences.
Recommended format to write take away points: Observation, solution to problem.
Take Away Point Examples
The practice website is not user friendly and doesn’t convert traffic into customers.
This year we will redesign the website with a focus on usability and identify key process
funnels.

10. Goals statements
www.alluremedspa.in
Take away points are crucial to identify goals, particularly the second sentence. The
goals for our marketing plan should be specific and measurable. Goals define the
strategy so it is important to spend time thinking about what will bring the most value to
your practice.
We will decide on metrics to accurately measure progress. If one of our goals is to
increase traffic to your website we will define the traffic measurement metric. Are we
going to use total traffic, unique visits or return visits. It shouldn't be like “our goal is to
increase unique visits to our website”. We should write goal statements that define the
goal, metric, increase and time-frame.
Goal Statement Example
Increase total traffic to the corporate website by 30 percent by the end of last quarter
2016.
Increase our Email subscriber list to 1,000 people by the end of 2016.

11. Define strategies
www.alluremedspa.in
Armed with goal statements it’s time to turn to strategy. We will use the goals to
determine strategy.
 After each goal statement we should ask the question – how?
Increase total traffic to the corporate website by 30 percent by the end of last quarter
2016. How?
The overall strategy is important, it will determines where our marketing hours and
budget should allocate.
The strategy should reflect the analysis, achieve goals and fit within our budget.

12. Branding strategy
www.alluremedspa.in
When developing strategy I will make sure that we could clearly distinguish between
branding and direct marketing activities. Branding activities are those that build
recognition of our practice. The value of branding is intangible and difficult to measure. A
customer may see our brand in a Google search, on a billboard and in 3-4 plastic
surgery directories.
 Research shows that the more often a consumer sees our brand, the higher their
comfort level with our practice and the more likely they are to schedule an appointment.
 Branding addresses the entire customer experience and should communicate our
main value proposition to customers.

13. Inbound marketing
www.alluremedspa.in
"Inbound" refers to marketing activities that bring visitors in, rather than marketers
having to go out to get prospects' attention. Inbound marketing earns the attention of
customers, makes the company easy to be found, and draws customers to the website
by producing interesting content. An important facet of inbound marketing is providing
the customer with feedback channels to the company for creating both trustworthy
relationships as well as for consultations and sales. This may be a phone number, a
feedback form, live chat etc.
Inbound marketing is the promotion of a company or other organization through
blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical
products, social media marketing, and other forms of content marketing which
serve to attract customers through the different stages of the conversion funnel.
The best marketing strategies incorporate both branding and inbound marketing.

14. Implement
www.alluremedspa.in
Tactical Approach Plan
Monthly Time Commitments
After we have decided on a strategy it is time to prepare a tactical approach plan. The
plan needs to be manageable, meaning the number of hours per month spent on
marketing should be consistent with our budget (whether in-house or agency). The
number of hours allocated to each marketing vehicle also needs to be consistent with
the return. We should not spend 10 hours a month on social media if it doesn’t bring in
qualified leads. Our overall ROI will be much better if we allocate hours to the vehicles
that convert to customers and those that create lasting, positive brand association.

15. Measure
www.alluremedspa.in
 Consistent Measurement
Monthly Reports
Quarterly Report
We should implement and measure on a consistent basis. Using the same discerning
eye on our monthly reports that we have applied during planning. Should be willing to
change and adapt strategies that aren’t working, but remember to give strategies ample
time to set in.

16. Marketing Strategy
www.alluremedspa.in
Marketing strategies are the types of communication you do to get your message in front
of your target market using the most appropriate channel. These include:
Advertising
Direct marketing
Word of mouth
Events
Public relations
Each of these strategies can use either the traditional or new media and the choice you
make is based on which would better reach your market.

17. Marketing Strategy
www.alluremedspa.in
Advertising in newspapers still works well for some industries and others, not so
much. Advertising using pay-per-click in the search engines works extremely well for
others. Banner advertising on Websites depends on the message, the website and the
audience it reaches.
A quality public relations person can get you coverage across both traditional and
new media channels.
Events can be held in person, via a teleconference or the Internet using conferencing
software, depending on the needs of your market.
Most businesses benefit from a word of mouth strategy, using in-person networking
events and social media.
The success of direct marketing using postcards, letters, telephone or email will vary
from business to business, but controlled postcards and letter campaigns do work for
many of my clients to reach homeowners for services that the may forget they need.
Email campaigns definitely work for those businesses who take time to build their in-
house lists.
Keep in mind that successful marketing campaigns will usually employ multiple
strategies across multiple channels to ensure the message reaches your ideal client

18. Online Marketing Strategy
www.alluremedspa.in
Our target prospect clients & patients looking for medical aesthetic and medical spa
services are driven by two reasons. They either have a need to address a medical
condition or a desire to look and feel better.
These prospect patients start and end their journey to find the right doctor on the web
72% of the time.
As a business owner or manager of a medical aesthetic practice or a medical spa, we
want to convert these prospect patients into regularly returning patients for our medical
business. We can not achieve this by simply having an "pretty awesome" and website
focused on visuals.
There are six strategies that should be covered in our plan to win new clients
online.

19. Six strategies to win new clients online.
ATTRACT | CONVERT | RETAIN
www.alluremedspa.in
Intelligent
Website
Mobile App
& SMS
Strategy
Targeted
advertising Social CRM
Email
Marketing
Automation
Social Media

20. Online Marketing Strategy #1
www.alluremedspa.in
Our website should be both attractive and designed for conversion. It should be
intelligent.
It should have software working behind the scenes to acquire new leads, respond to
potential patients, store information, and build strategic data insights.
With the plethora of devices being used to surf the web and research businesses, our
website needs to be responsive and able to adjust to device of the viewer.

21. Intelligent Website
www.alluremedspa.in
Our website should be both attractive and designed for conversion. It should be
intelligent.
It should have software working behind the scenes to acquire new leads, respond to
potential patients, store information, and build strategic data insights.
With the plethora of devices being used to surf the web and research businesses, our
website needs to be responsive and able to adjust to device of the viewer.
Is our website Intelligent?
Let’s find out the 10-point characteristics checklist!
Is it Attracting the Right Audience?
Is Design Data-Driven?
Is it Outsmarting our Competitors? Does it offers our USPs for Competitive
advantage?
Does it Reduce Costs?
Is it Educating & Inspiring Action?
Is it Increasing Leads for More Sales?
Does it Possess a Long-term Roadmap?
Does it Retain Customer Loyalty?
Is it Helping our Company Feel Digitally Empowered?

22. Online Marketing Strategy #2
www.alluremedspa.in
We should be able to engage, communicate with, and eventually convert prospect
patients to long-term patients by using MOBILE APPS. Communicating with patients
through SMS texting is also important. Utilizing marketing promotions on mobile devices
such as iPads are effective conversion approaches as well, and should be included.

23. Online Marketing Strategy #3
www.alluremedspa.in
 If we are planned to succeed, we MUST ADVERTISE online. It is naive to think that
we can create prosperous online lead generation for our medical business with SEO and
organic search alone. Just think about how many billions of dollars are earned by
Google, Yahoo, Bing, Facebook and many other companies through their online
advertising products. Would they ever make organic search so powerful that it
would cannibalize their own revenues? Optimizing your website for organic search is a
vital strategy but it can not be used replace paid advertising.

24. Online Marketing Strategy #4
www.alluremedspa.in
 Our business also needs to utilize software to effectively manage our interactions with
leads, prospects, and patients. As lead information is captured, we need to have
prospect database software tools: a PRM or CRM (Patient or Customer Relationship
Manager). These are extremely effective tools for our business. Relationship manager
apps will allow us to not only store information in an organized manner, but also enable
us to send emails, promotions, connect on social media, and automatically follow up with
inquiries. we are a medical clinic, we need HIPAA (Health Insurance Portability and
Accountability Act, sets the standard for protecting sensitive patient data). compliant
CRM that can securely handle any potential ePHI (electronic protected health
information) being submitted to us online.

25. Online Marketing Strategy #5
www.alluremedspa.in
 Email Marketing and Email Marketing Automation are two different things. In the
beginning Email Marketing is enough to get our marketing efforts off the
ground. However, we have plans and desire to grow, then we must plan on graduating
to using Email Marketing Automation. It is one of the most effective ways to convert
prospects to customers.

26. Online Marketing Strategy #6
www.alluremedspa.in
 Social Media and specially Facebook. This strategy is listed last, but it does not
mean that it should be at the bottom of our list of priorities. For the medical aesthetics
and medical spa industries social media engagement and conversion is a
necessity. Our business needs apps that connect our website to our Facebook
business page. We should be able to accept appointments and payments from social
media, and push content from website to social media effortlessly.

27. Social Media Strategy
www.alluremedspa.in
I usually ask if we understand who our ideal client are and where they hang out.
For a business to develop a quality marketing communications plan, we need to
understand:
The goal of our campaign (i.e. brand awareness, leads, sales);
Our target market;
The message we want to send them;
The communication channel (the media) that makes the most sense for our particular
target audience.
Successful marketing happens when we achieve our goal by sending the right
message and reaching the right market using the their communication channel
(medium) of choice. Picking the right communication channel for our message will
contribute significantly to the success of our message reaching our market and
therefore, it is important to understand the various communication channels available.

28. Youtube Optimization
www.alluremedspa.in
Please find below the list of video categories to be considered:
1. Allure MedSpa introduction by one of our Doctor.
2. Introduction of Dr. Milan Doshi ( By Voice over artist )
3. Quality & Safety Video: (Best in class medical practices, certification for the quality
and safety measures, world class technology, international infrastructure, innovation and
continues improvement for the most customized unmatched results).
4. Procedure Specialization by Dr. Milan Doshi, his distinguish methodology and
unmatched results as a practitioner and mentor, with procedures running behind.
5. Patient testimonials: We will do shoots with models and available celebrities with a
script written by script writer.
6. Procedure specific videos 10 major procedure, may be real time OT videos of
Doctor Milan Doshi, treating or Mentoring Aesthetic Surgeries.

29. Exclusive Branding Strategies for Dr.
Milan Doshi
www.alluremedspa.in
Content Marketing
Social Media
Affiliate Marketing
Niche Forums
You tube optimization
Enrolment for categories awards and recognition
Exclusive communication for celebs and NRIs
Participations in international fraternity gatherings
Participation in Events and Exhibitions
Organization of Education conferences for the aspirants of Aesthetic Services

30. Marketing Communication
www.alluremedspa.in
External Communication: quotations have been received from media agencies, can
immediately start once the new website is launch.
Internal Communication: Had a detailed discussion with HR to gradually start training
for it.

31. Marketing Channels
www.alluremedspa.in
Marketing channels, also known as media, are the delivery vehicle for your message.
These traditionally have included:
Publications – newspapers, magazines, journals
Radio and television
Billboards
Telephones
US Postal Service
Face to face
New media channels are Internet communication vehicles including:
Websites / Blogs
Social media – Facebook, Twitter, YouTube
Email
Mobile
Search
Videoconferencing

32. ATL, BTL and TTL Marketing
www.alluremedspa.in
ATL Marketing Definition: Above-the-Line Marketing - widespread brand-building
advertising.
BTL Marketing Definition: Below-the-Line Marketing - highly targeted direct
marketing focused on conversions.
TTL Marketing Definition: Through-the-Line Marketing- integrated ATL and BTL
marketing campaigns

33. ATL Marketing
www.alluremedspa.in
ATL Marketing Definition: Above-the-Line Marketing - widespread brand-building
advertising.

34. BTL Marketing
www.alluremedspa.in
BTL Marketing : Started working to develop strong communication channels to increase
conversions from existing clientele, their references and received business inquiries.
Inquiry received:
1. Phone Call: ( Appointment Fix / Postponed)
FAQ Video, What's App, Emailer, SMS
2. Whats App: Procedure Videos
3. Follow Up Collaterals
(Appointment Fixed)
(Appointment not Fixed)
(No Show)
4. First visit for consultation (PCC, Consultation, PCC)
5. Planning for the services and book the surgery
Follow Up: (If surgery fixed for next week/ date not fixed)
follow up for test reports
follow up to fix the date of Surgery
Follow Up: (If surgery not fixed for next week/ date not fixed)
Follow Up with phone calls (3 times, then no further activity)

35. BTL Marketing
www.alluremedspa.in
Prerequisites to develop the effective communications through collaterals :
Target Market Segmentation (Demographic, Psychographics, geographic etc).
Customer behavior: ( process of making decision, motivation, barriers, influential
factors, expectations). To reduce the conversion time and build a trust worthy strong
brand for AMS & Dr. Milan Doshi.

36. Marketing Team
www.alluremedspa.in
Marketing and Communication Manager: To define the most effective and feasible marketing
and communication strategies, channelize the information and PR Management, budget and
resource allocation to achieve the set goal consistently.
Digital Marketing Manager: To manage the digital platforms as per the defined strategies.
SEO Manager and executives: To manage the focused SEO execution and to monitor the
routine activities of SEO executives to keep them align in the allocated direction.
Web Developer: (Word Press): To deliver the web and creative development (HTML)
requirement for daily updates and complete web portfolio management. Develop new websites
for the niche marketing requirements.
Web Designer: To design the customized, very own and smooth UI/UX for the best customer
engagement and experience (Can be out-source as an when service is require).
Graphic Designer: To develop creative, prepare E-mailers, Images, web graphics etc.
Content Writer: Content is king, we immediately need a talented, skillful writer on very urgent
basis.
Social Media Executive: A Social media executive is require to aggressively execute the
strategies defined by managers for the multiple accounts of Allure MedSpa for the word of
mouth publicity which is to be immediately start.