New Year, now what?
Manish H. Shah, M.D., Denver
Denver, Colo., plastic surgeon Manish H. Shah, M.D., says that business success in January depends on planning during the fourth quarter of the prior year.
“We make sure to plan out any post-holiday specials at that time. We manage cash flow concerns closely to make sure that January expenditures can be covered in what is typically a slower month for business,” Dr. Shah says.
Among his practice management pearls: “We make sure to keep surgical slots full using incentivization, while at the same time promoting lower cost [and] lower downtime nonsurgical procedures for those who are not interested in surgery,” he says. “We focus on 30-day sales cycles for all procedures to maximize revenue every month. Because certain times of the year are associated with certain types of cosmetic surgery, we also follow a calendar to make sure that breast and body cosmetic surgery procedures stay at top-of-the-mind awareness for our patients and potential new clients because spring is a short time away.”
Patients and potential patients in Denver and surrounding communities tend to put the outdoors first, Dr. Shah says.
“Scheduling for procedures is always secondary to golf, tennis, cycling, etc. Procedures that provide low downtimes, even for surgery, are preferred,” he says. The summer is usually our slowest season for surgery but gets very busy for our non-surgical procedures practice. The rest of the year is very busy with surgery. Teachers and students will preferentially have their procedures in the summer and over winter break because they have enough time to heal. February to May is best for breast and body procedures to get ready for bathing suit weather. It also picks up again in the fall because the weather gets cooler and it is easier to hide surgery under bulky clothing. Facial surgery patients tend to be older and financially more secure, so they have procedures year around.”
Marketing-wise, Dr. Shah’s practice is well into promoting Valentine’s Day.
“Our first quarter 2017 featured procedure is full perioral rejuvenation involving [radiofrequency] skin tightening, [radiofrequency] microneedling, and filler injections for the lips and mouth as a single treatment package to get ready for Valentine's Day,” he says.