Chapters

Introduction………………………………………………………………………………..I

Letter from the Author…………………………………………………………………………I

New Profit Center Opportunities – 2014 and Beyond………………………..IV

Chapter One: Building a Business………………………………………………….1

Basic Business Management………………………………………………………………..1

Marketing and Promoting a Practice……………………………………………………2

Practice Marketing Metrics………………………………………………………………..16

Business Plans…………………………………………………………………………………….21

Annual Marketing Plan……………………………………………………………………..25

Branding Strategies…………………………………………………………………………….37

Networking………………………………………………………………………………………..44

Mystery Shopping…………………….. ……………………………………………………..52

Human Resources……………………………………………………………………………..54

Staff Sales Programs…………………………………………………………………………..57

Chapter Two: Specializing a Business……………………………………………74

Ethnic and Niche Markets………………………………………………………………….75

Building a Medical Spa In With Your Existing Practice………………………79

Marketing Your MedSpa…………………………………………………………………….86

Private Labeling……………………………………………………………………………….115

Branded Skin Care…………………………………………………………………………..122

Chapter Three: Lights – Camera – Action – Staging and Hosting

Events………………………………………………………………………………………127

If You Can Stage a Wedding, You Can Pull Off Any Event

Chapter Four: The Write Stuff…………………………………………………….139

Branding and Communicating Your Message…………………………………..140

Public and Media Relations………………………………………………………………144

Social Networking……………………………………………………………………………147

Ghost Writing…………………………………………………………………………………..171

Books and eBooks……………………………………………………………………………179

Appendix………………………………………………………………………………….203

Appendix One: Event Checklist………………………………………………………204

Appendix Two: Event Planning – Define Your Event………………………..210

Appendix Three: Mystery Shopping Checklist…………………………………213

Appendix Four: Secret Shopper Call Questions………………………………218

Appendix Five: beautiful forever List of Services, 2014…………………….220