Advertising & Promotion for the Digital Age Bootcamp

Introduction: At the request of our attendees and participants, Empire Medical Training is proud to deliver our newest “business” training program that is more than just an overview course and will provide you with detailed information and training so you can effectively learn methods to grow your Aesthetics or Medical practice. For over 23 years, Empire Medical Training has been providing training to its attendees on the marketing concepts to help grow your practice. In 2001, during our earlier training, Dr. Cosentino, Empire’s President and Founder, spoke to Physicians about the importance of having a website (imagine at that time even the concept of having a medical website was relatively new). Over the span of his career and during which time Empire Medical Training has grown into the largest provider of Aesthetic and Medical training, Dr. Cosentino has implemented the most modern, effective channels for delivering our services. During this exciting new program, you will learn from marketing experts and professionals who lead the Empire team and who will help you utilize the newest social media and other marketing strategies for your own practice.

Advertising & Promotion

• Be able to identify marketing principles and terminology associated with specific tactical applications.
• Understand the marketing plan's role in product/brand management, market research, distribution channels and promotional activities.
• Brand Management: monitoring and managing a company's brands to ensure its success and identifying opportunities for future growth.
• Consumer Behavior: Studying consumers' buying patterns (e.g., impulsiveness, brand loyalty, price sensitivity); developing consumer profiles and personas; understanding how consumer behavior affects marketing decisions. Understand the AIDA (Attention, Interest, Desire, Action) Model and use it to funnel consumers towards the purchase path. 
• Understand the 4 p's of marketing (product, price, place, promotion/distribution) to decide where a product or service should be positioned in the market; understand what sets one practice apart from its competitors. 
• Marketing Mix and Promotional Strategies: be able to make decisions about advertising, e-marketing and public relations activities, identifying the right mix of promotional tools (e.g., direct mail, coupon offers, samples, premiums, contests/sweepstakes, refunds/rebates, bonus packs, loyalty programs, trade-oriented promotions and more). 
• How to build brand awareness, consideration, and action for your medical practice and services as well as customer retention strategies to keep your patients engaged. 
• Learn how to build email marketing automation strategies and the tools to understand your primary demographic effectively. 
• Understand basic design principles and how to visually communicate your message using typographic best-practices and industry-leading tools such as Adobe CC products, Canva, Procreate and more.
• Learn about social monitoring, scheduling, listening, and more using industry-leading tools such as SEM Rush, Google Trends, Hootsuite, etc. 
• Understand the basic principles of Search Engine Optimization (SEO), Search Engine Marketing (PPC), Social Media Marketing (SMM) and how it all relates to the digital world and your overall exposure. 
• How to create your own digital content calendars with a solid strategy and how to schedule the posts in advance to increase your organic engagement. 
• Be able to identify budget allocation and how to get the most out of your digital spend.
• Tying it all together: must comprehend how all marketing efforts attribute to successful advertising. 
• What is an evoked set, a universal set, and an inept set and how does it all relate to your overall practice-building efforts?  
• Learn how to stay on top of your business objectives using marketing with short-term and long-term goals.