Drive Book

After working with over 1,000 aesthetic physicians, training hundreds of sales reps and consulting with countless pharmaceutical and device companies, I realized a solution needed to be offered to give practices honest guidance to grow. I had learned that sharing a marketing idea only provided half the solution. Missing from many lectures, books or webinars was the “now what?” to take an idea from concept to creation.

DRIVE was written to offer practices the necessary “how to” guide for continued growth. Created as the sequel to Thrive, which was authored by myself and Dr. Steven Dayan, the newest book reveals step-by-step instructions for creating a simple yet impactful marketing plan. Previous articles or books I wrote talked a lot about ideas but didn’t offer the steps to implement them. I feel very passionate about providing people the guidance to take what they read and put it to use.

When you purchase DRIVE you are getting more than just a book, you are truly getting a new marketing plan for your business and specific steps to make the changes you need.

DRIVE is an aesthetic medical marketing textbook written in a casual and easy-to-digest manner that sells for $99 a copy. It provides more than the just the foundation for a practice marketing plan, it delivers the “meat” as well. There are so many small, simple tips that can be implemented into an office with little to no investment that can truly impact the success of the business. Small practices are some ways set up to fail these days. I hate to see physicians invest so much personally, professionally and financially into building a business only to struggle and fill their schedule.

I look at the $99 purchase of the book as an investment into launching or relaunching your marketing efforts and plans.

Yes, many companies regularly make bulk purchases of this medical marketing book to give to their reps, new hires, managers or physician accounts. Please contact me for bulk purchase inquires of the book and or/the videos and workbook series.

When my previous aesthetic medical marketing company was created, we offered incredibly in-depth and developed marketing plans to our customers. They were ranged in price from $10,000 – $25,000 a plan. These guides were 100 -175 pages of specialized marketing strategy and took eight or more weeks to create. They consisted of extensive research for their location, new ideas for their team to engage with patients and resulted in a 12-18 month marketing plan for the practice.

Time after time we would complete these custom marketing plans and leave with the physicians and staff beyond excited about what they saw and the potential. However, when we would check back with them 30, 60 and 90 plus days later, they hadn’t implemented any of the ideas or new initiatives.

After this happened nearly a dozen times from the over 50 plans we had created, I stopped offering customized marketing plans despite ongoing requests for them. I didn’t feel right charging for this service when I saw its ultimate flaw…the practices didn’t just need help creating ideas, they needed help executing them.

My team and I took a step back and analyzed the many plans we created. We realized that despite any differences between the aesthetic physicians practice, brand or experience; each plan naturally addressed seven areas of the practice. Those crucial segments of the practice include Staff, Image, Medical Credentialing, Patient Education, Loyalty and Retention and External Marketing. The segments were listed in a strategic order that is discussed in great detail in the book and is designed to offer maximum impact for all your marketing efforts. Each segment is essentially building upon the previous one, ultimately leading the reader through to the final category, external marketing.

Taking a step back after identifying these clear areas specifically addressed for all of our accounts, we realized that the segments formed the word SIMPLE. The SIMPLE plan, as you read about in great detail in the book, becomes the foundation for your marketing plan, promotion or any marketing initiative you dive into moving forward. SIMPLE teaches practices how to strengthen any marketing effort, campaign or promotion by working sequentially through the formula to set your practice up to yield the highest possible return on all marketing investments moving forward.

Competition is everywhere today and doctors should be able to focus their time and energy on doing what they love the most, seeing and treating patients. There are so many strategies that I have experimented with over the years that really make a difference and it is incredibly rewarding to share those concepts and plans and watch a practice grow.

Over the years, I would get such a high from someone coming up to me at a conference and saying, “Hey that idea you shared with me really helped my office.” Or when they would email me with specific growth metrics they achieved after utilizing a strategy that my team or I had presented. My goal with DRIVE was to take the very best that my team and I had discovered or created over a decade and deliver it in a simple yet impactful book that physicians and their staff could use to truly make a difference with their business.

The book DRIVE is based around the concept of SIMPLE. The book takes the best out of the extensive and expensive marketing plans that we were regularly creating for clients and breaks them down into ideas that are each followed with “Execution Tips.” These execution tips are designed to give practices the guidance needed along the way to help transform ideas into action.