Lumenis Insights: Key Strategies to Successfully Market your Clinic Lumenis Insights: Key Strategies to Successfully Market your Clinic

Jefferson is relatively new at Lumenis and explains “I am excited to celebrate my first anniversary at Lumenis this month. I was hired with the mandate to move Lumenis to the forefront of digital marketing, while creating a customer centric marketing organization in EMEA.”

“Since then, we have re-engineered our marketing efforts, hired a strong digital marketing team, and continued to create demand, all the while delivering new experiences to our clients and new prospects.”

Key Trends for Successful Marketing 

Jefferson’s team are responsible for the whole range of marketing activities across all EMEA markets in a matrix structure. They are continuously seeking to understand consumer insights/ trends, translating them into business strategies, compelling product launches, and relevant promotions that will deliver against Lumenis’ revenue, profit goals and customer satisfaction.

Jefferson started his marketing career at a financial institution 13 years ago. He had the opportunity to work and live across many cities: Amsterdam, London, Istanbul, Brussels and Milan. He explains that “Back then, we used to see significant differences across regions. Things have changed. Strategies that were once optional became essential. New tools and technologies have forced best practices to shift.”

“Nowadays, there are strong similarities in marketing ‘themes’ that businesses are focusing on, regardless of the industry or country they operate in. Some of the key trends addressed by successful marketing teams include: digitalisation, refining the customer experience, 1:1 personalisation, big data, and content.”

Standing out in a Competitive Market 

So how can clinics, doctors and beauticians succeed in a competitive market, and maintain a competitive edge in a digital marketing world? In Jefferson’s opinion “Clinics need to address the entire patient journey; patients are no longer keen to treat acne and skin rejuvenation in one clinic – hair removal/veins at another. They are looking for a ‘one-stop-shop’.”

Jefferson delves deeper, explaining that “Patients are looking for trust. It is important to develop content (i.e. video), create a dialogue when communicating with your database, don’t spam them with the latest technology. Build relationships! At Lumenis we are developing program and initiatives to help enhance and build on our clients’ brands.”

Jefferson continues “Get to know your patients, what motivates, inspires and concerns them. Communicate relevant content the minute they seek that information. Don’t forget to start complying with the GDPR regulation. This website is a resource to educate the public about the main elements of the General Data Protection Regulation (GDPR): https://www.eugdpr.org/

Jefferson’s view of where the market will grow in 2020 and beyond is that “Only companies and clinics that create memorable experiences will survive.”