Table of Contents

Table of Contents.............................................................................................................................1
Executive Summary: .......................................................................................................................2
Situation Analysis:...........................................................................................................................4
Services Being Offered:...............................................................................................................4
SWOT Analysis:..........................................................................................................................5
Strengths..................................................................................................................................5
Weaknesses..............................................................................................................................6
Opportunities............................................................................................................................6
Threats......................................................................................................................................6
Target Market: ................................................................................................................................8
Market Characteristics.................................................................................................................9
3.1.2. Geographic.....................................................................................................................9
3.1.3. Demographics................................................................................................................9
3.1.4. Behavior Factors..........................................................................................................10
Competition: .................................................................................................................................12
Primary Competitors:.................................................................................................................13
Competiveness: .........................................................................................................................15
Substitutes:.................................................................................................................................16
Countering the Competition:......................................................................................................16
Pricing Strategy..............................................................................................................................17
The Clinic:.....................................................................................................................................19
Promotion Activities: ....................................................................................................................20
Channels of Advertising:...........................................................................................................21
Promotion Budget .........................................................................................................................24
Monthly Expenses:.....................................................................................................................24
REFRENCES.................................................................................................................................27
Executive Summary:
The Meadow Clinic will be a private practice of Dr. David Cutter, who is also a member of

AACS. It will be a full service cosmetic surgery clinic, offering premium quality cosmetic

surgery procedures at competitive prices. Since this facility will be based in New York City,

where comparatively cosmetic surgery procedures cost are almost 50% more than in other states.

Therefore Meadow Clinic will become competitive by carrying out same procedures at a lower

cost than that being offered by the competition. The average price of a cosmetic procedure is

$5000, of which 15% is revenue.

This venture aims to be successful because of one major factor and that is the cost of the

procedures. Combined with that the quality of service and being accredited by the relevant

bodies such as the American Society of Plastic Surgeons (ASPS), the Meadow Clinic is sure to

attract its target customers.

Mission Statement:

“The Meadow Clinic endeavors to provide its valued customers an unmatched experience in

every sense of the word, where customers can always trust us with our guiding philosophy of

never compromising on quality and safety of procedures.”

Our target market consists of people from the age bracket of 20 to 60 years. It is a researched fact

that the older age people, mostly women have a penchant to reverse the years and look younger

than their age, also the fact that trends have shifted in recent years and older people who have

lived their lives to the fullest, wish to enjoy their older years while having money at their

disposal, therefore they look for new avenues of pleasure and excitement.

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The objective of the promotion efforts would be to create maximum awareness about the practice

with the limited resources available, while keeping in mind not to create any adverse impact (low

cost therefore low quality) in the minds of our targeted audience.

Outline your marketing strategy, mission and goals. Include financial highlights such as sales

and revenue forecasts, projected growth and market share, and expected profitability. Briefly

reference the current market situation as it relates to your product/service and company and

outlines the opportunity.

Point out key success factors and/or the major pitfalls you plan to avoid. Reference major

actions, changes or trends you anticipate over the next three years, and how these will impact

your marketing strategy.

Be sure to include a good Mission Statement.

Ensure that you have clearly stated what your Marketing Plan is designed to do, e.g.,

measurable goals by which you will increase units sold, dollars of revenue made, etc. What do

you want to accomplish?

Your Executive Summary is a synopsis of critical information that is found in the other seven

Marketing Plan sections. It communicates to the reader "this is what you will be reading." Thus,

you might include a brief paragraph for each of the following sections that help the reader to

understand your synopsis overview of that which they will be following.

You may complete this section last, or work on a draft as you are completing other sections and

fine-tune it at the end. Ensure that your Marketing Plan is crisp, succinct, and consistent with

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other sections and representative of your overall effort. Remember that the Marketing Plan is

written in THIRD Person.

Suggested length: 1-2 pages (keep it concise)

Situation Analysis:
The Meadow Clinic will be a private practice of Dr. David Cutter, who is also a member of

ASPS. It will be a full service cosmetic surgery clinic, offering premium quality cosmetic

surgery procedures at competitive prices. Since this facility will be based in New York City,

where comparatively cosmetic surgery procedures cost are almost 50% more than in other states.

Therefore Meadow Clinic will become competitive by completing same procedures at a lower

cost than that being offered by the competition.

Services Being Offered:

The different services that Meadow Clinic will offer include:

Body Contouring Facial Cosmetic Surgery

• Abdominoplasty • Blepharoplasty
• Breast Implants • Face Lift
• Breast Lift • Forehead Lift
• Breast Reduction • Genioplasty
• Buttock Implants • Lip Implant
• Calf Lift • Malar Augmentation
• Liposuction • Otoplasty
• Thigh Lift • Rhinoplasty
• Upper Arm Lift

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Non-Invasive Treatments

• Restylane Facial Rejuvenation

• Hylaform
• Laser Resurfacing
• Collagen
• Thermage
• Fat Injections
• Chemical Peels
• Botox
• Dermabrasion
Other

• Sclerotherapy
• Hair Transplant
*Source: http://www.cosmeticsurgery.org/

In the first year of operations only Body Contouring, Facial Rejuvenation and Non-Invasive

treatments will be offered, while from the second year of operations Facial Cosmetic Surgery

will be offered.

SWOT Analysis:
The need for aesthetic cosmetic surgery has seen a huge increase over the past couple of years. A

number of factors are responsible for this, some of which are an increase in the number of reality

shows that follow through different procedures being conducted at the clinics. Also the

acceptability of cosmetic surgeries, which were previously considered taboo, is on the rise.

Another factor that contributes to this increase is the inclination of young men and women,

having a higher than average disposable income, to look good beyond the ordinary folks.

Strengths
• Competitive cost of procedures as compared to other clinics in New York.

• Quality surgeons and doctors having both experience and expertise to perform the

procedures.

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 • Well qualified support staff

• A calm and sophisticated environment making the customers or patients at ease.

Weaknesses
• Less cash flow for the first year while The Meadow Clinic tries to build a

foundation for its cosmetic procedures

• Little experience of running such a business

• Difficulty in establishing a reputation and a strong image

Opportunities
• Shifting trends of target market.

• Greater profit margins as the business grows.

Threats
• The downward trend of economy may impact future growth of business.

• Similar services and procedures are being offered by a number of competitors.

• Reputation of clinic at stake, since these are very sensitive procedures to perform.

The following graph shows the number of cosmetic surgeries performed over the years. It can be

seen that the graph is steadily rising and showing a positive trend in recent years, which is a very

encouraging sign for The Meadow Clinic.

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Provide a complete description of the product or service to be offered, along with an explanation

of any competitive advantages or challenges. This can be a totally new product or a line

extension. Consider the “core” product or service, as well as any related services or

components that are a part of the total offering. Indicate what need your product or service is

intended to fulfill, as well as the problem that it solves for the target market… and that other

companies are not solving. Spend time defining and describing your product; a thorough

understanding and clear articulation of your product and the market need it fulfills is critical to

the successful development of the rest of your plan.

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Also offer a situation analysis including a SWOT analysis that is submitted in bullet form.

Describe the current market situation, the opportunity you plan to address, any micro- and

macro-environment influences, and any relevant historical data you see as important.

Suggested length: 2-3 pages

Target Market:
The Meadow Clinic will be situated in the New York City, and thus the target market for the

clinic will consist of both the male and the female population between the ages of 25 to 60 years.

Cosmetic surgery is popular among this segment because of the fact that young people have a

tendency to look smart and beautiful. Whereas the older age people, mostly women have a

penchant to reverse the years and look younger than their age, also the fact that trends have

shifted in recent years and older people who have lived their lives to the fullest, wish to enjoy

their older years while having money at their disposal, therefore they look for new avenues of

pleasure and excitement.

"Our statistics confirm that aesthetic plastic surgery is not defined by race or gender," said

Aesthetic Society president Foad Nahai, MD. "The number of surgical and nonsurgical

procedures performed on men increased 17 percent since last year, and 22 percent of the

aesthetic procedures were performed on traditional racial and ethnic minorities."

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The following breakup of the demographics will give a fair idea of our target market population.

Market Characteristics
The profile for The Meadow Clinic’s customer consists of the following geographic,

demographic, and behavioral factors.

3.1.2. Geographic
• The geographic target is the city of New York with a population of 8,214,426

• Mainly people from the affluent areas will be targeted.

• The total targeted population is 35,000 (approx)

3.1.3. Demographics
• Primarily female (62%).

• They range in age from 25-60.

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 • They have at least $45,000 in income.

• 36% are professionals.

• 54% are live-at-home parents.

• The seniors have over $50,000 in household income.

3.1.4. Behavior Factors

• These individuals are concerned about their appearance.

• Are naturally comfortable to spend money on themselves

• The seniors are willing to live their lives to the fullest, having been relieved of all their

major responsibilities.

1.1. Highlights of the Target Market

• In the year 2007, 18% of the procedures performed were surgical whereas 82% were

nonsurgical.

• There has been a 2 percent increase in the total number of cosmetic procedures from the

year 2006-2007. Surgical procedures showed an increase of 8 percent, whereas non-

surgical procedures increased by 1 percent.

• Surgical procedures have showed an increase of 114 percent and nonsurgical by 754

percent since 1997.

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• These were the top 5 cosmetic procedures in 2007: liposuction (456,828 procedures);

breast augmentation (399,440 procedures); eyelid surgery (240,763 procedures);

abdominoplasty (185,335 procedures); and breast reduction (153,087 procedures).

• In 2007 the top five nonsurgical procedures were: Botox injection (2,775,176

procedures); hyaluronic acid (1,448,716 procedures); laser hair removal (1,412,657

procedures); microdermabrasion (829,658 procedures); and IPL laser treatment (647,707

procedures).

• Cosmetic procedures for women increased by 1% from 2006. The total number of

procedures women had was 10.6 million, which is 91 percent of the total.

• There was an increase of 17 percent in the cosmetic procedures for men, which amount to

a total of 1.1 million, i.e. 9 percent of the total procedures performed.

• Most of the procedures were done by people in the age bracket of 35 to 50 – 5.4 million

and 46 percent of the total. People from the age bracket of 19-34 had 21 percent of

procedures; whereas people of age 51-64 had 25 percent; 65-and-over had only 6 percent

while people from age 18-and-younger had less than 2 percent.

• For people aged 18 and under the most important cosmetic procedures were: laser hair

removal, microdermabrasion, chemical peel, otoplasty (ear reshaping) and rhinoplasty.

• Over the last year Americans spent just under $13.2 billion on cosmetic procedures.

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 Provide a complete description of your target market(s), indicating how you segmented the

larger market. Be as specific and detailed as is appropriate for your product or service and

explain why the target market is attractive to you, as a marketer. In effect, why have you

decided to approach this market in terms of growth, anticipated opportunities, profitability,

etc? Indicate the size of the target in dollars or units, potential for growth, other important

characteristics. Address any ethical considerations or possible risks. What marketing

segmentation variables have you selected that explain your market segmentation rationale?

Suggested length: 2-3 pages

Competition:
Each and every clinic, hospital or a private practice that perform cosmetic surgery procedure are

a potential competitor for the Meadow Clinic. Also there are a number of spas and skin centers

that offer noninvasive treatments; these will be considered as substitutes. If we go on and

consider each and every competitor around New York, the list would include approximately

1000 practices. Narrowing down the list to the clinics and doctors present in the downtown New

York City the list of major competitors is:

1. David L. Abramson, MD 3. Joel R. Studin, MD, FACS

Plastic and Reconstructive Surgery Plastic and Reconstructive Surgery

2. John E. Sherman, MD, FACS 4. Richard Swift, MD, FACS

Plastic and Reconstructive Surgery Plastic and Reconstructive Surgery

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 5. Nadia S. Afridi, MD, FRCS(C) 11. Sleek MedSpa

Plastic and Reconstructive Surgery

12. Skintology

6. William B. Rosenblatt, MD, FACS Total Skin and Laser SPA

Lenox Hill Plastic Surgery Center

13. Chelsea Eye & Cosmetic Surgery

7. Darrick E. Antell, MD, DMD, FACS

14. Park Plaza Plastic Surgery, New
Plastic and Reconstructive Surgery
York

8. Dennis Barek, MD, FACS

15. Dr. Philip Miller, MD, FACS
Millennium Plastic Surgery
16. Park Avenue Plastic Surgery
9. William K. Boss, Jr., MD, PA,
17. Tribeca Plastic Surgery
FACS

18. Central Park Plastic Surgery

10. Dr. Jeffery R. Fischman

19. Godfrey & Godfrey

Primary Competitors:
The two primary competitors for The Meadow Clinic would be:

1. Park Avenue Plastic Surgery Clinic

2. Chelsea Eye & Cosmetic Surgery

There are also other relevant competitors present, but the clientele The Meadow Clinic wishes to

serve are the same these two clinics are serving, therefore these are our two primary competitors.

A brief analysis of both is given

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Park Avenue Plastic Surgery Clinic:

The Park Avenue Plastic Surgery Clinic is the practice of Douglas M. Monasebian. It is situated

at 784 Park Avenue, New York, NY 10021. The website of Park Avenue clinic is

www.parkavenueplasticsurgery.com. A complete range of services are offered by Dr.

Monasebian in the following categories:

• Facial Aesthetic Surgery

• Facial Reconstructive Surgery
• Breast Surgery
• Body Contouring
• Skin Enhancement
• Laser

Also a range of skin care products are available at the clinic. Park Avenue takes pride in the

expertise of Dr. Monasebian, who is also a member of a number of prestigious organizations and

societies on Plastic Surgery. Park Avenue has an excellent image, and no such malpractice or a

procedure have gone wrong in recent years, which would have given a bad reputation to the

clinic.

The only drawback we can say that Park Avenue has is the high cost, and this is the area which

Meadow Clinic needs to exploit.

Chelsea Eye & Cosmetic Surgery:

Chelsea Eye & Cosmetic Surgery, located at Manhattan, NYC, 157 W 19th Street, New York,

NY 10011. This facility serves as eye as well as a cosmetic surgery clinic. Dr. Joseph Eviatar

specializes in cosmetic surgery of the eyelids and surrounding structures of the eye, whereas

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aesthetician, Jane MacKinnon, performs a full range of cosmetic procedures. Also a special plan

can be made in order to recuperate and gain confidence after a surgery is performed.

Since patients have a lot of questions regarding the surgical and nonsurgical treatments Chelsea

Eye & Cosmetic Surgery clinic has developed a buddy program, where prospective clients can

call and get the relevant guidance and information related to the different procedures, and what

will be best suited for them. The clinic also has an arts gallery so that patients can relax and feel

comfortable. The website for Chelsea Eye & Cosmetic Surgery is

http://www.chelseaeye.com/cosmetic-surgery-new-york-city.htm

Competiveness:
The services offered by the Meadow Clinic will be more or less the same as being offered by the
competition.

This is because of the fact that the field of cosmetic surgery is regulated by a number of

governing bodies on health. Therefore any procedure beyond its scope is strictly prohibited.

The Meadow Clinic will set itself apart from the competition by offering

• Competitive cost of procedures as compared to other clinics in New York.

• Quality surgeons and doctors having both experience and expertise to perform the
procedures.

• Well qualified support staff

• A calm and sophisticated environment making the customers or patients at ease.

One thing that will really set The Meadow Clinic apart will be the competitive cost. As

mentioned before, the prices in New York are comparatively much higher than in other states,

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therefore The Meadow Clinic wishes to charge its customers relatively less, so that people from

mid income range can also avail cosmetic surgery treatments.

Substitutes:
In recent years a number of skin treatment clinics and specialty spas that offer different types of

noninvasive treatments, have come up. Though they are not a direct substitute for each and every

treatment, but still both cosmetic surgery and skin care spas address the same need of consumer

and that is the desire to look beautiful.

Countering the Competition:

As the Meadow Clinic will enter the market with a lower cost of procedures, certain other clinics

that do not have an established clientele will certainly follow the same strategy by bringing their

prices down too. These endeavors will be countered by The Meadow Clinic’s strict adherence to

its quality polices and standards. It will then rest upon the advertising and the promotion to reach

the right audience and getting the message across to them.

Include a comprehensive list of current and potential competitors and substitutes. This list could

be organized by industry, company type, or by firm. If this list is a very long one, focus on those

that you see as most important and indicate why.

For your top two (2) primary competitor(s), offer a detailed analysis of their strengths and

weaknesses, as well as the strategies likely to be used by each upon your entry into the market.

Provide as much relevant information as you can find about your chief competitors: size, current

market share, product quality, growth, financial stability, image, marketing strategy, target

markets, and any other data you consider important. Do not skimp on this; know thy enemy!

RESEARCH!

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 Discuss how your product/service compares (features and benefits, target market, etc.) to that

offered by the competition. In addition, share how you plan to differentiate your product from

the competition. Why might people buy your product/service instead of the others offered by your

competition in the same general category?

Be sure to address substitutes. Are there any substitutes for your service or product offering?

Identify the primary substitutes, discuss strengths and weaknesses of those substitutes compared

to your offering. If there are no substitutes, indicate this.

As you will likely encounter competition when you enter the market, what is your plan to

respond to competitive counter thrusts? How will they likely respond to your entry into the

market?

Suggested length: 2-3 pages

Pricing Strategy
The pricing strategy that The Meadow Clinic will follow will be cost plus markup. A major

portion of the cost includes the surgeon’s fees, i.e. 60 to 80%. Also the prices quoted normally

include anesthesia fee, operating room fee, and implant fee.

A list of prices being charged in New York is listed below:

• Arm Lift (Brachioplasty) $5000-6500 • Laser (CO2) $4000-5000

• Blue Peel $500-700 • Lip Augmentation $600-2000
• Botox $200-400/area • Liposuction (1 area) $2500-4500
• Breast Augmentation (saline) $5000-6500 • Liposuction (3 areas) $5500-7000
• Breast Augmentation(silicone) $6000-8000 • Liposuction (5 areas) $8000-10,000

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• Breast Lift $5000-6000 • Medium Peel $1500-2500
• Chin or Cheek Implants $3000-4500 • Micro Peel $60-100
• Collagen Injection $500-1500 • Nose Surgery $5000-6000
• Deep Chemical Peel $3500-5000 • Pectoral Implants $6000-7000
• Dermabrasion $2000-4000 • Permanent Eyeliner $300-1000
• Eyelid Tuck (upper & lower) $4000-5500 • Permanent Lip Liner $300-1000
• Face Lift $7000-9000 • Spider Vein Rx (Laser) $400-1000
• Forehead Lift (Brow Lift) $3500-5000 • Spider Vein Rx (Sclero) $200-500
• Hair Removal (Laser) $300-800 • Tattoo Removal (Laser) $300-800
• Labioplasty $2500-4000 • Tummy Tuck $6000-8000
• Laser (Erbium) $2500-4000

It must be noted that as mentioned earlier, these prices are a bit higher than what is the national

average for these procedures. The Meadow Clinic seek to charge its customers the same prices

that are national average and approximately 50 percent lower or it may be a bit higher than the

national average, keeping in mind the promotion costs, but still the prices will be lower than

what is being charged by the competition in New York. This move will surely attract the target

customers. The fixed costs would include the installments that will have to be paid for the

equipment and the premises. As for the variable costs, these would greatly vary according to the

procedures being performed; furthermore the utility expenses and the medicines would also be

incurred.

Special packages will be offered if more than one procedure is performed, which will also

depend on the cost of the procedure.

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Propose a pricing strategy for the product/service and support your choice. Indicate your

pricing structure, show examples, offering an average or range in price varies according to

volume or other circumstances. Explain whether you will have special offers, discounts, or

allowances for each market channel. Consider how your proposed price fits into the target

market and compares to the competition. Your pricing should allow for sufficient profitability to

allow you to cover your essential fixed costs (FC) and variable costs (VC) on which you will

want to reflect (but do not have to be listed). Be sure to consider the costs incurred via your

Promotion Budget section, as this cost of PROMOTION needs to be built into your pricing and

revenue considerations.

Suggested length: 2-3 pages

The Clinic:
The Meadow Clinic would be established in somewhere around the downtown Manhattan, since
this would be an easy place to commute for our target customers. It will also be taken care of that
the clinic is a bit away from the hustle and bustle of the city, and provide a peaceful environment
to the patients.

Also the fact that a main portion of the target population is professional people and working
fulltime, therefore it will be the clinic’s endeavor that these people do not have to waste time
commuting to the clinic. Rather just drop by for a quick referral, between or after their office
timings.

The actual clinic would consist of a consultancy clinic, a surgery room, plus three or four rooms
for individual or dual occupancy patients. These rooms would of course be increased as the
business starts to grow. There would also be a full service gym and fitness area for the patients,
to make them feel at ease.

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Describe the proposed channel strategy for the product/service. Consider how you will

manufacture, warehouse and move the product. Include information about wholesale, retail or

direct channels, as appropriate; support your choices of distribution channels. Indicate what’s

in it (estimated revenue) for each of your channel partners.

If you are using a sales force to help distribute, as well as to promote your product, you can

discuss selection, compensation, training and management of your sales staff here (or you may

address this under Communications). Same for direct marketing -- if direct marketing is a

primary channel of distribution discuss here; if used mostly as a communication tool, include it

in that section.

If you are providing a service, then you are a direct channel service provider and a channel of

distribution will likely not be part of your marketing mix. Yet, you would want to include a

description of your physical facility, how you will deliver your services to your customers, and

other related topics that point to the “tangibility” of how you will provide your service, how it

might be packaged, etc.

Suggested length: 2-3 pages

Promotion Activities:
The promotion campaign of The Meadow Clinic will be based upon the tagline:

“FEEL GOOD-inside out.....”

This tagline would become the basis of all the advertising and promotion that The Meadow

Clinic will go for. In addition to this the color theme of the clinic would be light green and white.

This scheme is being adopted because of the serene nature of the light green color; where as the

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white color exemplifies a soothing and peaceful effect. This color theme would go into all the

promotional material including banners, pamphlets, brochures, advertisements, discount coupons

and the website.

A special focus will be placed on the designing of the website, since none of the competitors

have an impressive website and also because of the fact that a website is the first impression a

customer gets regarding the practice. The website of the Meadow Clinic would be made in flash.

It will be highly informative with links to various information resources, and at the same time

being user friendly.

Channels of Advertising:
The objective of the promotion efforts would be to create maximum awareness about the practice

with the limited resources available, while keeping in mind not to create any adverse impact (low

cost therefore low quality) in the minds of our targeted audience. The different channels that

would be used for the promotion purposes would include:

1. Seminars:

Seminars and guest speaking sessions will be arranged and sponsored, relating to information

about the procedures, their costs, repercussion and general awareness.

2. Brochures and flyers:

These will be distributed at hospitals, malls and shopping centers and also at designated

pharmacies.

3. Doctors:

Doctors at leading hospitals will be briefed about our clinic, costs and the quality of services,

so that they can refer their patients to us.

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4. Opinion Leaders:

Opinion leaders will be informed about the venture, their valuable feedback and suggestions

will collected and they will be invited for the launch, and at different guest speaking sessions

and seminars that will be arranged by the Meadow Clinic.

5. Direct Marketing Channels:

Direct marketing channels such as direct mail and e-mail will be used. Also a toll free

number will be established, whereby potential customers can call and get any type of

information regarding cosmetic surgery.

6. Newspaper Advertisements:

Newspaper advertisement would be given in The New York Times newspaper and coupons

for free consultation will be placed in the magazine.

7. Online Advertising:

Online advertising using Google’s Adwords service will be done, since this is a very useful

yet a cheap method.

8. Website:

As mentioned before a multipurpose, easy to use web portal will be established, which will

serve as a virtual communication centre, where people can get all the information needed

about the procedures, their costs, repercussion and general awareness.

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This is a complete description of your proposed promotion plan. Include the strategy, the

promotional activities you see as most appropriate and effective for your product/ service, and

your plans for execution. Address all levels of marketing channels (if appropriate) and target

customer groups.

Consider the appropriate use of advertising, sales promotion, public relation activities, direct

marketing and personal selling, as best suits your product and target customer group(s). With

whom do you want to communicate and how can you do that successfully at the most reasonable

cost? Do you need (can you afford?) expensive print or television advertising, or is there a less

expensive way to communicate through news media contacts or by other means?

You will need to create a promotional budget that covers your cost for your efforts to reach your

market. Demonstrate application of an Integrated Marketing Communications (IMC) approach,

along with your "Clear, consistent message" that your IMC approach is intended to

communicate.

Have you communicated within this section your "one, consistent message" that is congruent

with IMC?

If you plan to use personal selling or direct marketing and have previously discussed these in

your Channels of Distribution section, reference that here and be sure you’ve fully covered the

communication aspects of these tools

Consider how your promotional strategy fits with other sections of your plan; check to see that

your promotional plans are consistent with the description of your target market, with your

budget and overall strategy. Consider how your plan stacks up to competitors’ promotional

activities. Be creative, but stay grounded in reality.

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Suggested length: 3-4 pages

Promotion Budget
During the first month The Meadow Clinic will set up the new office, define policies, set up

appointments and begin with certain marketing activities, such as advertising in association

newsletters and local industry specific journals. From month two onwards there will be a few

appointments, further more the first several months will see a low key activity. The clinic

expects it to take a bit of time before the business starts to grow. Month five through seven will

see a steady increase in appointments, after that the business will really start to ramp up.

Marketing expenses and efforts both will be on a higher side during the first quarter to gain

visibility for the clinic. After the first quarter they will typically settle down, due to general

awareness that will be generated and an increase in the procedures.

The Break-up of different costs that would be incurred for the first quarter are listed below:

Monthly Expenses:

Months
Activity 1st 2nd 3rd
Seminars $1000 1000 1000
Brochures and flyers $500 300 300
Direct Marketing Channels 600 500 400
Newspaper Advertisements 2000 2000 2500
Online Advertising 400 400 350
Networking 750 750 900
Website 550 550 550
TOTAL($) 4300 5500 6000

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Include in your Promotion Budget your projected dollar costs for promotion for your first year

of business. This should be based on your having made a diligent effort to understand

approximate expenses for advertising/media and other promotional venues.

It is important that you RESEARCH your promotional costs. Do not "guess" what it will cost to

advertise, e.g., in the local newspaper. Your evaluation for this section is based on your having

"done your homework" (RESEARCH!) to provide a realistic promotional budget that covers

everything that you see as part of your promotional efforts.

Key things that you would want to include, but to which you are not limited, as you budget for

your IMC approach to bring your message to your target market, would include the items below.

Each item you include in your promotional plan should have a RESEARCHED dollar figure

attached:

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Television Radio Internet Newspapers (Weekly and Daily) Magazines Outdoor Advertising

Yellow Pages Miscellaneous other advertising Advertising Agency services Public Relations

services (publicity, etc)

Sales Promotion (what you have created, e.g., magnets, coffee mugs; trade show participation)

Direct Marketing program (Direct Mail, "Permission Marketing," etc.)

Personal Selling (salary and 35% benefits, plus expenses)

Suggested length: 2 pages

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 REFRENCES
Books:

1. Alan Gaynor. Everything You Ever Wanted to Know About Cosmetic Surgery but
Couldn't Afford to Ask. New York: Broadway Books; 1998.

2. Dr. Jean M. Loftus. The Smart Woman's Guide to Plastic Surgery. McGraw-Hill-
Contemporary Books; 2000.

3. R. Merrel, MD Olesen, Marie B.V. Olesen. Cosmetic Surgery for Dummies. Indiana:
Willey Publishing Inc.; 2005.

Websites:

1. Consumer Guide to Plastic Surgery and Cosmetic Surgery, Available at:

http://www.yourplasticsurgeryguide.com/. Accessed January 15, 2009.

2. Cosmetic Plastic Surgery Research Statistics and Trends for 2001 -2007, Available at:
http://www.cosmeticplasticsurgerystatistics.com/statistics.html#2007-HIGHLIGHTS.
Accessed January 14, 2009.

3. Find a Board Certified Plastic Surgeon, Available at:

http://www.aboardcertifiedplasticsurgeonresource.com. Accessed January 15, 2009.

4. Information about cosmetic plastic surgery, Available at:

http://www.infoplasticsurgery.com. Accessed January 12, 2009.

5. New York Times Media Kit, Available at: http://www.nytimes.whsites.net. Accessed

January 17, 2009.

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6. New York-Presbyterian Hospital, Available at:
http://www.nyp.org/health/plassurg_stats.html. Accessed January 13, 2009.

7. Park Avenue Plastic Surgery, Available at: http://www.parkavenueplasticsurgery.com.

Accessed January 13, 2009.

8. The American Academy of Cosmetic Surgery. Available at:

http://www.cosmeticsurgery.org/. Accessed January 12, 2009.

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