Podcast with Hanya Oversby

You’re listening to the Aesthetics Uncensored Podcast and in this episode we’re joined by Hanya who is a gem in this industry and let’s get to know her more as she discusses systems about business organisations and some tips on how to run your business.
Hanya is a business advisor, consultant, educator and facilitator with extensive experience in the successful development of strategic business opportunities for healthcare businesses. She is also a podcaster and author.

Transcript- Hanya Oversby Podcast

Trish: Hello, everyone, it’s Trish Hammond joining you today with Nicole Montgomery who is my partner in crime. And we’re joined today for the Aesthetics Uncensored podcast. And we’re really, really excited to be speaking to Hannya: Oversby who is a gem in this industry and wants to find out about her today. So welcome!

Hanya: Oh, thanks. Thanks so much, Trish. I’m so excited to be talking to you and Nicole:, very exciting.

Trish: Yeah, totally. Nicole, how excited are we? 

Nicole:  Very excited. I love hanging out. I had my mute on. 

Trish: That’s fine. It’s just like three chicks talking together. And we’re going to make mistakes. And it’s all good. It’s all good. Yes. So have I met you at one of the very first industry events that I went to when I got into this industry not very long ago, coming from a corporate background myself, and you are kind of on the corporate side of this industry. So tell us, first of all, how did you get into the industry and share with us what you do?

Hanya: Yes, absolutely. Well, I might share with you what I do first. So because it is just to position myself, those of you out there who don’t know me, so I have a consultancy. And since 2001, I’ve been providing business advice to medical practices, and a lot of them in the aesthetic space, aesthetic clinics, plastic surgery, dermatology, cosmetic surgery, cosmetic physicians, nursing clinics, all of them need some business advice, because we are what I find with my clients is in the medical industry, it’s a unique industry in that quite often the business owner is also the clinician. And they’ve got a real challenge because they’ve got to see patients, but somehow manage their business and also grow their business. So that’s what I do. I work with a lot of practices all around Australasia, which is quite exciting. But the way I got into this, I’ve actually my background, I’ve got a Bachelor of Education. So it was interesting that I came from that sort of area. And back in 2001, I met up with a plastic surgeon who said, Look, I’d really like to run some courses on teaching doctors how to run their businesses, come and be my business partner. And let’s do that together. So I moved into that plastic surgery area and got to know all about the practice management in that space. And we ran the courses from 2001 to 2008. And they were called the third part courses. And that was really exciting. But then after about 2008, we stopped the courses and my consultancy group. So I did a diploma in practice management with the University of New England, and you just have been working with so many clients around Australia. It’s really exciting. And so I suppose that’s how I got into this space Trish:,

Trish: You know I’m not surprised to hear that you’re a teacher because you sound like a teacher. You’ve got that very, like, this is how you do it and I didn’t know that you’d actually gone through. Although you’ve never worked in a clinic, have you ever worked in a clinic, but you’ve worked as a clinician or anything but you’ve always worked on the business of the clinic? 

Hanya: Oh, yes, absolutely it was very interesting. So when I was first in this sort of space, I started off as a practice manager for the plastic surgery to learn the ropes, I suppose. But it became very evident to me that really what was needed from the outset was systems, so coming from a, as you say, an educational background, it wasn’t a matter of systematising what you do at your business and then delegating off. So we’ve got people in the business that can follow a system and make it happen. But systems are just a small cog in the whole picture of running your business. So working with clients now I work more at a strategic level and a business planning strategy, business development, setting key performance indicators, looking at measuring your metrics, looking how your business is, what do we need to do in your business to perform well, and looking to set strategies in place for business growth? That’s what it’s all about.

Trish: Just for my own personal interest, so do you kind of look at everything in the business because like just having chat clinics all the time and people don’t know that like it’s always about return on investment, return on investment and the limit that you can’t always measure return on investment, for all your marketing, because a lot of it is, is actually digital word of mouth, which is kind of untrackable. But how do you overcome it? Well, I mean that what you get asked like is it all comes down to return on investment for clinics?

Hanya: Um, return on investment is important when you’re deciding on what to invest into. So whether it’s marketing, or a new device, or a laser, or whatever it is, and you need, the key is that you need to set up ways to measure your investment into that. And that new strategy or investment into the business. So return on investment is one thing, which is important to know. But I think what’s more important is to say, what are we wanting to achieve in this business? So say, for example, I work with businesses, and we’ll do a review of where you are now. Looking at things like your profit and loss, drawing reports from your practice management software, looking overall at the percentages of income versus expenditure, looking at little categories and sort of saying, well, this is where we are now. And we would like to do what we would like to grow by 5%, 10%, 15%. So I think we need to look bigger. So rather than getting stuck in Arby’s marketing, I don’t know that we got the return on investment, or this new machine, I don’t know that we cut the return on investment, we need to be more strategic about saying, overall, the clinic needs to grow. I do know that I’m going to have to invest in marketing, perhaps more staffing, and a new device. But we’ve got to say that with our planning, we think that these things will help us grow by a certain percentage. Do you see what I’m saying, Trish:? Return of investment, if somebody is getting stuck on this machine, or this marketing or this inject? You need to say, all right, how does this look at the business as a whole? And that’s how business owners need to really start looking at their businesses. What is it like?

Trish: Yes, like a holistic approach, rather than just a one pronged kind of approach? I guess that is correct, right?

Hanya: Yeah, exactly. So I suppose that’s where my value comes in. Because without all the practices that we work with, it’s not a big organization, generally, where you’ve got an HR department and a business department and a business development department. So I suppose, where our value is, we come in as experts in the business, and you outsource your business development to us. And we will do the strategy and business development. But when it comes time to say, Oh, we need an expert, we identify that you need a review on your marketing, or your marketing strategy. That’s where we bring professionals like you and Nicole: in to say, right, this is the beach in this strategy, or the business plan that we need to look at? Or are we considering another device, we need to do a whole return on investment costing? Yes, this is going to work and then bring it into the business, then measure and see how it’s working. So yeah, it’s very holistic, I don’t think you can just look at one little bit and say that’s not working, we’ve got to look at the whole thing.

Trish: Yeah. And is it just as easy to help like a one person show as it is to help someone who has say maybe eight conditions or it’s a totally different fundamentals? Both I guess the fundamentals are basically the same. But you can obviously cater to a one person show or like a 20 person to clinic? 

Hanya: Absolutely. So I suppose our value proposition is that we’ve been doing it so long, that we’ve got so many templates and systems that we bring, because our business is a business is a business is a business. And then we need to be in some business principles don’t very much what the expertise we bring in, or I bring into your practice is to say, all right, so you’re a single operator, we need to look at it as a single operator, and how can we grow. But if you’re a multi-site chain, over five states, still business principles applied, but we need to look at that a bit differently. It’s just applying to different businesses, I suppose. How do we manage that business to ensure that it’s a bit different, so of course, like a single operator is we just focused on the single operator, but if it’s multi sites, so and it’s under one ownership, you know, we need to sort of work with head office, and then there’s a different strategy on working with They decide to ensure that they’re meeting the brief or the goals of the head office. So it’s just bringing that head office mentality to the organizations. 

Trish: Absolutely. Yeah, that’s true, I guess beginner’s luck. I’ve never worked in a clinic at all. But I have worked in lots of small businesses. And I’ve also spent 20 years in public service. So I know how important those fundamental rules apply for one person show, as like as 2000 people show, but it’s you getting it out there in the right format, I guess, which is obviously what you’ve managed to become an expert in.

Hanya: Yes, actually. Yeah. So that’s what I’ve been doing for 20 years now. So I think I started at the age of 10, of course, so thank goodness for cosmetic procedures. But a couple of things. I’ve been in this industry for a long time. And it’s been really exciting. And I’ve loved working with all the clients. But a couple of things I’ve known about things that have come about in my business is my last year as we know, COVID hitch. And it was quite a daunting time for everyone. So I’ve personally found myself for about a four or five week period with a bit of extra time because none of us could go anywhere or do anything. So I put together a podcast at that time, called Doctor Diaries.

Trish: I love that podcast. I love your podcast.

Hanya: Thank you. It’s so good. And look, the response has been fantastic. I must admit, when I text everybody, all the doctors in my last year saying hey, do you want to be a podcast? They go, Yes please, I’m so bored I can’t do anything. So that was really great. And that really sort of pulls back the curtain. And we have a lot of behind the scenes look at you know, each of their journeys and their practices and what works and doesn’t work and stuff. So that’s been really exciting. So we’ve had some amazing guests. So I’m assuming you can pop the link on your episode notes, I suppose. And the other thing I’ve done for as of November last year, actually, I was introduced to an amazing woman who runs a training company called CPD Institute here in Victoria. And while I was having a chat to her, and she said, there’s a real gap in the clinical training and clinical consulting as and then the business bit, which, you know, me coming into practices, I’m working on the business, but there’s things that need to be addressed in the consulting room, and in that clinical aspect, and as well as the environment and culture. So we’ve put together a product called aesthetic business reset, which is quite exciting. So this is a product where I’ve, I’ve always had this really good diagnostic tool, that is made up of 190 questions. It’s an online questionnaire and it really analyses your business quite closely. And from that we can glean what are the key areas of the business that we need to focus on and what are the priorities, and we can provide an executive analysis report. And then we can provide an opportunity for both of us to consult with clients looking at not only business, but the clinical part of your business as well, which is quite exciting.

Trish: Because if you don’t know, like coming back to what you said earlier, until you know what you want or where you want to go you won’t even know how to get there, especially if you don’t know where you’re at at the moment. So it’s good to have that. Not so much an excess strategy, but to have that for thought of thinking as to you know, where you want one of those, I think, I reckon a lot of clinics, they have probably, you know, business owners that have never even asked themselves that question. Even me with Nicole:, like we already were when we started, this was okay, where do we want to be in five years time now? I’ve never done that before. And I don’t know if other people have also been more organized than me. I’ve always just sort of like, Yeah, let’s do this. And never thought about the step behind it. But it’s so important to get that sorted in your business, no matter if you’ve been in business for one week or if you’ve been in business for 10 years. If you haven’t done that. You really need to look at that, don’t you? 

Nicole: What is your biggest pet peeve when you walk into a clinic and go oh my goodness, why are they doing this way?

Hanya: Oh look, my biggest pet peeve is a few things is that quite often that you walk into a clinic it’s the patient experience that’s not consistent. And at the front desk, I always say the front desk is your marketing department. And, the pet peeves and you walk in, and at the front desk just got a line of people waiting to check in, pay their invoices, deal with phone calls, just that mayhem that I’m looking at them. And really, they’re the clients that I work with from my perspective, that’s the first thing to change because you really need to make the patient feel that they are special. So the clinics that I’ve seen that work really, really well have their phone calls taken away from the front desk. There are no phones on the front desk. Make phone calls out. So really, when your patients are walking in, there’s somebody to greet them and say hi, welcome, because you’re about to get somebody who’s going to spend a lot of money in your practice.

Nicole: The clinics I’ve worked in, that’s how they operated. And they were very successful doing that.

Hanya: It’s such an easy thing to do. And it’s just a matter of rotating your reception staff and really finding the people in your practice that are good at communicating. I’m not scared to sign people up for a package or a sale, not from it, we want your money point of view, but knowing what the best is for the patient. So really, the way I see it works well is you’ve got the meet and greet. So they have a lovely experience, they go see the clinician for a consultation. And then after the consult, really my advice is that patient never goes back to the front desk again, really, what should happen is somebody comes to them, or they go to a special area where they can take that sort of treatment plan that the clinicians given them and talk through the costs with somebody who might be a concierge or a patient coordinator or whatever you want to call them. And then they booked them in there, and they can even take payments. So really, the flow is front desks, lovely meet and greet. Go see your clinician, then you see the patient concierge, and then somewhere off in the practice is a call center where people are taking calls making bookings, dealing with online inquiries. So really, but me if I see a practice like that, we can become that kind of thing. We’re well on the road to a successful practice.

Nicole: Yeah, absolutely. Absolutely. One of the the biggest things that I do is lead generating, and everybody ever speak to they’re always constantly saying to me, we need more leads and more leads, need more new clients want more leads, especially on the surgical side, because you don’t have that same retention level as you’re doing non surgical. And then of course, they get lots of leads coming through their ad funnels and whatnot. And then you ask what, what’s happening with these leads? And they’re all terrible leads. And what do you mean, they’re terrible leads. And this has happened to a couple different places. And the reception staff is super busy. And the day will come to an end. And I’ll call up and say, hey, how did you go with the leads today that came through? Because I can say that you know that they’ve received leads, or we haven’t had a chance to call them. Then sometimes, I would actually go back and audit. And because I’d be like, how is this possible that you haven’t converted anybody? And some of them will say, you know, nobody contacted them? Oh, it’s just a debacle. And I think that when Trish: was saying earlier about one clinic versus a franchise, I find the bigger clinics, the clinics that do have the systems in place, how quickly they follow up a lead, how quickly they answer a phone call, how they manage that patient from beginning to end, and keep it consistent. They’re the clinics that are such a dream to work with because all of their leads convert.

Hanya: Nicole:, you make such a valid point and I’m working with businesses. I think what’s important to sort of point out to business owners is every new client is a big investment, investing in new generating the leads or the generating themselves. So you really need to jump on to those leads. The challenge is, as you said, you’ve got an overwhelmed staff member that’s trying to put payment through bookings. 

Nicole: And they actually say more patients coming in as more work. 

Hanya: So my suggestion is that this is what I often say to business owners, you’re the business owner. So your business is growing, and there’s profitability for you, ultimately. But if you’re employing people who are paid by an hourly rate, and that’s it, there is no incentive for them to work harder, because they’re still going to get that hourly rate. So my tip is to set up an incentive scheme for conversion, for whomever is the person that’s going to convert that person to an appointment that’s going to go through with the procedure.

Trish: I love that. Because then they’ve got skin in the game. And if everybody was paid on that method of payment, I reckon we’d get a lot more outcome from people that are working. 

Hanya: Yeah. So they need to be incentivised. And when I say incentivized not always money or think like, there’s many ways that incentives is a whole new podcast to talk about. There is that but the other thing I’m going to say is, as a business consultant, working with my clients, the most expensive ladies, the new, yes, doesn’t this doesn’t really work with surgical so much. But with aesthetic prep, non surgical is your most valuable asset, your gold mine is your, your database, your existing patients, because they’ve already had a relationship with you, they like you, they trust you. They just need to be contacted. And you need to, you know, go down that mine of your own practice software to reconnect with the people who have already got a relationship with surgical practices. I agree with Nicole: that it’s a bit of a challenge, because it’s quite often a one time experience.

Nicole: Yes, yeah. And that’s, you know, what, though, I do find with the surgical, that’s why it’s more important to have that process down pat, because it’s the word of mouth that makes such a difference.

Hanya: Ah, what about everything? So I think word of mouth is something that you really have to be aware of, and ensure that every point of contact that somebody has to business is fivestar. Everything from the phone call to the online booking or the you know, meeting with the clinician or the follow up. So important, that’s a five star experience the whole way through. And that’s probably the biggest challenge for most practices to ensure that this high quality is mind maintained. 

Nicole: Yes, definitely. Definitely, especially with different personality types. Nurses sometimes are really great with customer service and nurturing. But other times they’re very clinical focused, especially if they’re from a theatre environment, because they’re used to not conversing with patients.

Hanya: The best patients, the unconscious one, yeah. 

Nicole: Exactly. So that they have a different approach. 

Hanya: Absolutely. And that’s a really good point, Nicole:, what I find in a lot of practices, they go, Oh, this nurse will also be the patient liaison. But they’ve not been trained in sales or closing a sale. So they might write as explaining the procedure. But really, you need the person who can ask the patient to commit or booking and be comfortable with that to be doing the final step.

Nicole: Absolutely. And that’s what differentiates the nurse injectors, because they’re constantly upselling products. Yeah, after skincare, all sorts of things, which technically in a surgical practice, the nurse could be doing in their post operative appointments with different types of scar therapies and whatnot.

Hanya: Absolutely insane, you need to constantly educate your staff. So education in that, is really important. And that’s something that can help your business grow too. If you invest in bringing that sort of knowledge to the business, because quite often, it’s not that people just don’t want to know how to do it, they just don’t want to do it, they just don’t know how to do it. You know how to phrase this is where you guys are the experts in this sort of thing, but how to phrase a question and how to present an opportunity, and then be comfortable to say, all right, well, let’s make it happen. So, yeah.

Trish: That’s so true. And you know, even one thing as a patient just coming from a patient perspective now and and because I hear it on our Facebook groups all the time. So we’ve got a few in between myself, my community patient groups. And one of the most common things that we hear is exactly what you said about not feeling like someone cares about them, but what I would like to see like as a patient is If I go and do exactly what you said, coming there, gets to get taken off to a patient concierge or someone who will be my community person. 

I communicate all the time because the amount of times when someone just rings the clinic and wants to find out something that their surgery would be good to say, Oh, yeah, hang on, you know, Sarah’s looking after you, I’ll just put you on to see her. And if Sarah is not there, just having that one person that connects to the clinic rather than just ringing and why you again, what’s your name, and like just building that, that connection is lost so many times and people. And I’ve had so many times where people have said, Look, I love the surgeon, but I just don’t think that I could deal with the people in the office or the front, which is really uber sad.

Hanya: I’ll look that’s such a common occurrence. And what I think my observations are that when you start out your business or your practice, you sort of feel grateful that anybody wants to be your nurse or secretary and you go, Oh, my God, somebody is there answering the phone. But as usually I’m calling I find when the clinicians are really busy. And the systems that they implemented, whatever time when they started, are still going along, but they’re not necessarily suitable for where they’ve grown. So I say that they’re suffering from growing pains. It’s so true, because the business has evolved, it’s turned into something else. And so, there was one clinic that was a specialist clinic, the dermatology clinic next year I worked with that suffered from growing pains, and they said, Come and help us out. So I did a sort of a needs review and an assessment. And actually, what had to happen was the people who were there were fantastic from the beginning of the practice, but the responsibilities had outgrown the people that were there that were promoted internally, they didn’t have the skills, business skills to grow the business. And in fact, when I talked to the staff there, some of them said, Look, I’d like to tap out, because what’s being asked of me is beyond my skill level. So it’s really important to drop and say who, who is my team? And they’re really loyal. But do they have the skills to take me to that next level?

Trish: That comes in if they don’t? Are they the person to train up to get those skills and get someone else in their role? And just the way that they move up in the ranks?

Hanya: Yeah, and look, to be honest, everybody makes an assumption that everybody wants to move up in the ranks. Some people say, I am perfectly happy in the position I started with, I just have been given all these extra responsibilities. So you found somebody to manage me, and I can maintain where I am, I’d actually be quite happy. So it’s just a matter of looking at what the organisation that’s where I have my expertise comes in, we come in and we say, all right, where do we what kind of growth do we want to have? And as you said, Where do we want to finish up? You know, I want one clinic, I want to have four sites, I want to have more services. And then we do an organisational plan to suit the growth. And then look at that org chart in what positions are required for this business to run effectively, then, we can take the people in the business and say, hey, these are the people we’ve got, where would each person fit in? And where are our gaps? And then you know, where you need to recruit?

Trish:  Yeah, that makes so much sense.

Hanya: Yeah, look, it’s quite exciting. So as I said, this is my day job. This is what I do day after day. So I find it quite exciting. Because for me, for me to come to a business and say, let us give you a hand, it’s not daunting. We’ve got so much experience in solutions that have worked elsewhere, but we can tailor it and make it bespoke. But it’s really exciting because you’re working with each business owner who has their own vision, their own mission, the mission, their dreams, their goals. So that’s really important from the outset to establish that and then working together with them on the long term. So the way I do work is we do what I call phase one, we do sort of the business review or business planning. And then after that, it’s quite clear on how we need to help that practice and people engage with me on an ongoing retainer monthly retainer for however long we need to get them to that next level. So it works very well. Yeah. 

Nicole: So what do you do if you have any spare time? 

Hanya: In my spare time, I love to do dance class. My spare time is Thursday night dance class. 

I love to dance.

Trish: Good so what sort of dance? Flamenco, ballet?

Hanya: It’s character dancing, so it’s kind of classical. And then they do care and then character in the center work and choreography, but it’s not for performing. It’s just a recreational activity which is lots of fun at the Ministry of dance here in Victoria, which is fun. I love cakes, Pilates, I’d given them a plug but it’s fun and spin classes. So the size is fun, but I am my family. My family’s really important. So in my spare time I cook, cook, feed, feed, eat everybody come around. I’m really lucky because all my beautiful children are grown up. So actually, my son Adrian is in the industry.

Trish: I love Adrian, he’s gorgeous.

Hanya: He works with teoxane. So that’s really, really great. And gorgeous husband Darren works at  Lumenis lasers. I tell you, there’s these houses on just medical, but my daughter is the only one that’s broken free. And she’s a consultant with a legal degree. So she’s exciting, but the most exciting thing is Adrian and his beautiful wife, they had a baby. 

Trish: Congratulations, grandma. 

Hanya: I know I’m Ababa. Actually, that’s great. 

Trish: Your heritage is Ukrainian?

Hanya: Yes. Yes. But I was born in the UK. And we came to Australia when I was very young. But I was brought up like a good Ukrainian girl going to Ukrainian schools. My language is excellent. But yes, look, Europeans, food, family wine. Love it. Well, saying our house is always open door people in and out. I love it. Anybody come and join, sitting around laughing and talking and just lovely. So you guys, I know. It’s a hot policy.

Nicole: And I always struggle with this with clinics. What is your thought on influencers and free treatments?

Hanya: That’s very interesting. Now there’s an ROI that you need to do.

Nicole: I struggle so much with some clinics’ give away. Or many free treatments to so many people and to arbit. She’s the hairdresser. She recommends this to everyone in her salon. And she’s this person. And she’s that person. And most of the time, I don’t know who any of these people are.

Hanya: I know, this influencer situation is a bit bamboozling. But this is how I like to look at it. It is essentially you’re entering into a business relationship with a referrer. That’s basically it. So you can say that I can provide you a free treatment, or that the hairdresser is going to do this. But really, if you have a good manager, they need to have a follow up. Or there needs to be a deal made before you give the treatment so they understand the value. So say for example, you’re giving away a treatment that’s worth 500 or $1,000 retail to this person. Well, they could have invested that in you or Trish:, because that’s marketing dollars. They’ve essentially lost having this. But that’s fine to do that. But you really need to have a deal with the influencers to say, happy to provide this. This is a 15 $100 worth of treatments but for that we would like to see seven posts, you need to we’ve got a referral program. And here’s a pet, take it to your salon and anybody who comes from your salon needs to bring this little certificate so we know it’s from you. And people will be incentivised to come into the salon from the salon to the clinic and say I’m from Panniers Hairdressing salon and say, If I use this little voucher, I get a complimentary sample of skincare that is so good. So really, we need to keep them accountable. This is my thing, set up systems for them. Their business partners, you don’t want to annoy them, but you can’t just say oh, here’s your treatment. See, I hope you do something for me. 

Nicole: Oh, but it happens all the time, though.

Trish:  I see it a bit different because I see it because some I see happen all the time in the group. So that’s something I say you should allocate some, you know this amount of time to actually offer those treatments to the you know, the local hairdresser or whatever and get those people in because once they’re your raving fans, their word spreads like wildfire people who would definitely go and visit someone just on a recommendation of a person rather than off the internet.

Nicole: The problem here Trish: is keeping them as raving fans. It snowballs, and all of a sudden there’s clinics giving away treatments, you know, to the value of injectables, a couple of $1,000 every six months. And where does it end? Because then as soon as you stop without any formal agreement in place, it becomes bad blood. 

Hanya: From me, for our eval, it was my client. And they said, Hanya:, we’ve got employment, Nicole: Montgomery’s coming in, she’s going to be an influencer for us, you’d really need to have a look at who that is.

Nicole: I tell people that I didn’t pay for the treatment, and all of a sudden that loses credibility. You’re not technically a raving fan, because you’re not paying for it. Whereas if I have gone and paid for a treatment, like if I said to you, you know, hang out, I’ve gone and I’ve had this resurfacing treatment, it was amazing. Looking at my results, I can’t believe it. And she says how much was it? It was $500. Instantly there is that credibility. But if I say, Oh, it was free, and I’m promoting it, because they’re paying me. I feel like it loses a little bit of credibility.

Hanya: Yeah, look, this is really delicate, and it’s so new. It’s not very new. But I think the people that are naive about it, other business owners, because I don’t actually know how to get the best there in that the power at the moment sits with the influencer. Because they don’t understand. They don’t understand how to negotiate. And I think that’s the case, because clinicians take, you know, up clinicians generally uncomfortable talking about money. In fact, they’re the first to discount and say, Oh, yeah, we’ll give you this for free and so forth. But then, as you said Nicole:, this cost to the business. So what should happen is in your own business, if you do have an influencer that would like some treatment, that’s fine. But get someone an expert that can negotiate the deal, can follow up so that might be your interest to say, Oh, my gosh, that’s fantastic. But what we’d like to see is three posts, they need to look like this. You need to take a photo when you’re in the clinic, that whatever the terms, it’s a terms and agreement thing. 

Nicole: Yes, yes. I think in an ideal world, Trish:, if you had a hairdresser, for instance, who did the right thing and did tell all of their friends, you would actually see a significant spike in your sales inquiries. But you can’t actually pin them down and say, did you know what I mean?

Trish: Yeah, well, the thing is, influencers are going to actually go with a massive, big influencer, they’re going to always have a company that they work with that they have to put everything into and it’s gonna cost you, 10s of 1000s of dollars. There’s none of this like one treatment. 

Nicole: And you know what I’m talking about the micro influencers. 

Trish: Yeah, right. 

Hanya: I was referring to those. Okay, nice. 

Nicole: Yeah, amazing things for flawless rejuvenation every time I see her up there. Oh, wow. Well, let’s rejuvenate. 

Hanya: She was on my podcast as well. Because she’s actually a speech pathologist  by training. 

So she trained to be a speech pathologist, then she worked at Alfred for a few years as well. So it was really interesting to have her on, because why did she you know, her journey from being a medical person, then the opportunities that arose to go to become who she is. Now, that’s very interesting. 

Nicole:  You know, she’s done great things for the skincare company and flawless rejuvenation. Oh, yes. No, very different ballgame. Sorry, talking about a professional influencer, who actually has, you know, a proper PR company behind them. I was talking about getting tons of clinics who are like, Oh, we’ve got this person and that person. And I think, who is this person? And you’re paying them all this money? 

Hanya: Yes. Yeah. Oh, in terms of treatments? Yes. Well, really, that’s where this falls into your area of expertise. I’ve got to say, because you’re the marketing people.

Nicole: Well, generally the answer I get is, Oh, I can’t. They’ve been coming now for you know, two years. I can’t. What am I going to say? I can’t say all of a sudden you have to pay. So it’s very open for them, I guess.

Hanya: Well, I suppose this leads itself to saying you really need to have a marketing plan. I mean, really, as much as you need a business plan, you need a marketing plan as well, and put a budget around that. And so really, a good marketing plan or business plan will have a budget for the marketing plan, what you’re investing in for the 12 months? And then if something, an opportunity arises such as this, you need to say, Oh, is it worth doing that? Is there something we need to take out of our marketing plan to replace it with this? Or can we add it too? So again, going back, you really need to run your business, like a business.

Trish: Like what you said, coming back to that original agreement, just having some sort of an agreement in place, we’ll look after your skin for the next however long, but we want to make sure that you do this point, this many posts or this shout outs or whatever, and just making that like getting the agreement right in the first place?

Hanya: Absolutely. Absolutely. And look, all I’m going to say it’s not in it’s not in their wheelhouse to do all these things. And nor should it be because your venue is best seeing patients, that’s what you’re trying to do. So I’m going to give myself a plug in, you guys have planned, bringing the experts in, it might make you think, well, that’s an investment. But if that investment helps your business grow 5 to 10% well, then that’s the investment. You have to invest in your business, business for it to grow, it won’t happen per chance. You need to proactively make plans, implement them, look how they go, measure, somebody’s got to be driving, that they’re gonna be driving your organization. So yeah, that’s my biggest tip.

Trish: Yeah. That’s so true. So that’s your biggest tip. Nicole:, what’s your biggest tip? I can’t wait till I can. It’s true that you do need to have someone after the business or at least, to introduce you into it, you know, just to sort of, you know, someone to make you aware of what you need to be aware of.

Nicole: Yeah, it’s like the egg before the chicken. I mean, again, there’s no point having fantastic marketing. And I know this clinic in Southern Sydney. Oh, my gosh, those beautiful specialists. And the poor thing, bless a cotton sock, she spent $10,000 on bus ads, she entered, like I said, people on the buses. The buses were amazing. She was loving them. She’s in the local magazine. So she put this huge budget into marketing. And her website went down. Oh, and she didn’t know. And they were wondering, gosh, these ads aren’t working, nothing’s working, phone’s not ringing, that you couldn’t contact her through Google My Business, through the website, an overseas company managing the website, and ankle crying and said, I’m gonna, what am I going to do? I’m going to close up shop. I’ve had enough. That’s it not doing these. My husband was right, I should say the public system was just gutted. And I thought this is the problem. People don’t do everything and have the systems in place, have the staff in place. So if you do get leads, you need to know where they’re going to go, who’s going to answer them and how they’re going to be converted.

Trish: Unless someone is not jumping onto the website every day to see this?

Nicole: To start they will be paying a company to their website goal. That it was being managed by a website while you’re mentioning it. Lost all that money. All right, to me that is gone.

Trish: Well, my take away I reckon, I reckon the biggest thing that I recommend clinics go wrong with is the fact that when the phone rings, they think Oh shit, this is a fun cargo tag. And I gotta get these people off the phone because I’m so busy. So I think once the mindset changes from this is not a phone call, this is an actual lead that’s coming through, what am I going to do with it? I think that’s the biggest mistake clinics make in my mind. Let’s get a sales person on the front desk. Hold on to the phone. Oh, that’s awesome. Well, I don’t have any other questions. I reckon we’ve covered so much today. What about you Nicole:? 

Nicole: Yes. No, I think that this is amazing. Lots of fun. 

Hanya:  That’s been lots and lots of fun. So look, I love talking to you to learn from you both for such a long time. Amazing. You’re so inspirational. Keep on doing what you’re doing. 

Trish: Thanks, Henya! Yeah, we’re loving it. Hey, Nicole:.

Nicole: Yes and we love Doctor Diaries. 

Hanya: Oh, thank you. Tune in and if anybody’s listening wants to just have a chat. Feel free to connect and are more than happy to have a chat.

Trish: Yeah, give us your email. So it’s just so you got the website. 

Hanya: Yes, and it’s specialistconsulting.com.au. +6140407390074

Trish:For all you listeners out there if you do have a problem just do slide into our DMs and put you in touch with her anyway. 

Hanya: Yeah and good luck with Anybodi looking great. 

Trish: Oh, I was so excited. I may die of a heart attack before we launch but hey. No, I died doing something that I love. All right, let’s have an awesome day. Thank you so much for joining us.

Hanya: Thanks for the invite. 

Nicole: Ciao! Ciao!

Trish: If you love this episode, just slide into our DMs if you got any questions? Drop us a review on the podcast capital that you listen to and we’ll see you next episode. Thanks, ladies. Bye.

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Well, like all good quickies it's time to dust off and get back to our day jobs! If you liked the podcast please rate us because we need the validation for our fragile hearts. If you have a story to share or have a burning question you would like us to cover please slide into our DM’s on Instagram at @transformingbodiespodcast. Stay positive, keep your boobs and chins high until we chat again xoxo Trish