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Integrated Marketing Communications Strategies for Aesthetic and Medical Practices

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Advertising and Promotion Growth Graph

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.

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Topics Covered

  • Introduction to Advertising and Marketing Strategies

  • Market Research

  • Audience Targeting

  • Public Relations

  • Media Planning

  • Best Practices in Advertising and Promotion 

  • Email Marketing

  • Online Advertising 

  • Search Engine Marketing

  • Social Media Strategy

  • Mobile Marketing

  • Guerrilla Marketing

  • Public Relations

  • Marketing Management

  • Data and Analytics

  • Customer Relationship Management

  • Business-to-Business Marketing

  • Consumer Behavior

  • Distribution Channels

  • Pricing Strategy

  • Design and Typographic Trends, Rules and Sins 

  • Sales Strategies (How to Pitch Your Service—Unique Selling Propositions)

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Advertising and Promotion Areas of Interest

Advertising and Promotion for the digital age
COURSE OVERVIEW

Gain a deeper understanding of core processes and strategies within digital marketing so that your campaigns can be more effective. You will learn how different channels (emerging and new media, email marketing, traditional media, public relations, blogs, and more) work together and what each one's role is in your overall integrated marketing communications (IMC) strategy. IMC tactics will cover the 4 p's of marketing and take a deep dive into promotional mix elements to help your medical practice grow.

Where to allocate your budget may be one of the most challenging questions, and we have answers! With the rise in digital technology, businesses now have a wider range of tools at their disposal to reach prospective customers. These include new media like social platforms and more traditional advertising methods like TV commercials and billboards; all can be used for different purposes with differing levels or success rates. We will discuss how each of these channels can be at your disposal, and give you the tools to choose which are most appropriate for your business. For instance, small medical practices may benefit more from traditional means of advertising, whereas larger corporations may have better luck with digital strategies. You will also learn about different ways to measure the effectiveness of each platform and look at key performance indicators (KPI’s) based off your ultimate goals.

This fun and interactive course also introduces you to first-touch marketing attribution and persona development and segmentation. Marketing efforts should always be proven with aggregated data. Learn the tools and software that helps you determine your campaign's effectiveness and strategic planning efforts. The aggregated data from many diverse sources provide marketers an ample opportunity to learn about their marketing efforts, identify what consumers want and need through behavioral patterns, and more.

advertising promotion marketing strategy

Advertising & Promotion Marketing Strategies

Let's talk about design principles and how it all relates to marketing! Did you know graphic design plays a crucial role in marketing? In fact, 88% of a consumer's decision to purchase your product or service all boils down to your design and brand identity. There are many tools and resources that allow you to communicate your message better. Your medium, video, static images, gifs and more offer you a unique opportunity to share your message. Proper visual communication is crucial in Advertising. This course also introduces you to typography, basic design principles, photography, website layouts, wireframes, color theory, and more! The way you design and market your product or service can have a significant impact on what people see, hear, or feel. Discover all of this and more in this fully comprehensive course.

Certification & Course Materials

A Certificate of Completion is awarded to all attendees who successfully complete the course materials and testing. In addition, attendees receive complimentary access to the color manuals, videos, and more through our physician portal, allowing attendees to incorporate these new marketing tactics and strategies immediately upon completion of the training.

Learn from our expert instructors who perform marketing routinely and provide you with invaluable tips on optimizing your marketing efforts.

Advertising and Promotion for the digital age
OBJECTIVES

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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.

In conclusion, this course is filled with the essential skills and knowledge you need to market your product or service effectively. The comprehensive curriculum will provide you with a strong foundation in Advertising and help you develop a strategic marketing plan that will resonate with consumers and increase the bottom line for your practice.

Advertising and marketing is one of the most important tools a company has to communicate its message to the public. This comprehensive course will teach you everything you need to know about advertising, from creating effective ad campaigns to understanding consumer behavior. You'll also learn how to use design principles to create visually appealing ads and use social media and other digital tools to reach consumers. Upon completing this course, you'll have the skills and knowledge you need to successfully market your product or service and increase your business's exposure and ROI.

Explore Our Optional Memberships

Empire Medical Training offers 3 different optional memberships where you can attend up to 45 courses FREE and take advantage of many additional benefits.

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3-PACK AESTHETICS STARTER KIT

INCLUDED WITH NEW MEMBERSHIPS DURING TODAY’S SALE ONLY. (REG. $599)

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Your essential guide to pricing and packaging the most in-demand cosmetic procedures.

3pack-front-office-fundamentals

Receptionist training guide with tips and working methods to produce a WOW bandwagon effect.

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Standard operating procedures, clinical policies, and definitions. Discover all the forms you'll need to build a profitable and legal practice

This is a must for any Aesthetic Practice, particularly newer practices just starting out. Empire Medical Training has developed this comprehensive Aesthetic Kit after training physicians for over 25 years, working with start-up practices, and consulting with established practices in Aesthetics.

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*All courses are conducted by Physicians and other Specialists in Aesthetics, Pain, Surgery, and Medicine. Not by less qualified Instructors

Course Destinations:
Atlanta, GA, Austin, TX, Boston, MA, Charleston, SC, Charlotte, NA, Chicago, IL, Dallas, TX, Detroit, MI, Fort Lauderdale, FL, Houston, TX - Las Vegas, NE - Los Angeles, CA - Miami, FL - Naples, FL - Nashville, TN - New Orleans, LA - New York, NY - Orlando, FL - Philadelphia, PA - Raleigh, NA - Riverside, CA - San Diego, CA - Scottsdale, AZ - Tampa, FL

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BOARD CERTIFICATION PATHWAYS


The American Academy of Procedural Medicine offers Board Certification Pathways for Physicians in Aesthetics, Anti-Aging, and Pain Management. Call today to find out how to get your Certification Plaque FREE.

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