PROJECTS
PROJECT 3: NATIONAL FRANCHISE OF MEDICAL CLINICS WITH SKIN TREATMENTS
This physician-led franchise was headquartered in California and launched clinics in 12 states that specialized in aesthetic medicine, longevity, cosmetic treatments and skin care. At its launch a "medical spa" was a new idea and this franchise was first of its kind. Finding the right customers to purchase a franchise was the first goal and then helping each franchise owner design the right experience for prospective patients was my task.
Time frame: 24 months
The Tasks:
1. Conduct market research in each local market for each franchise owner and create detailed customer profiles.
2. Align service lines, operations, technologies and medical devices with customer data to design a unique, customer-focused clinic.
3. Develop, launch and monitor local marketing campaigns targeted to each customer group.
4. Recruit and train staff in customer service and patient engagement.
Actions and Results:
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Launched 22 clinics in 10 states in 24 months from property lease to grand opening.
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Changed product lines to align with local market and created an online “ad bank” for franchisees to quickly select local promotions.
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Negotiated with vendors for better pricing to reduce costs.
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Conducted extensive sales training at each site to successfully improve conversions to paid treatments.
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About one-third of franchisees exceeded revenue targets and achieved profitability in less than 9 months.