Shorr Solutions: The Podcast: Ep. 25 – 5 Tips for Using the Xeomin Partnership with Gwyneth Paltrow in Your Practice w/ Mara Shorr

Using Product Celebrity Sponsorships to Your Advantage:

Mara: One of the topics that I wanted to touch on today is really been inspired by Gwyneth Paltrow, yes, the sassy Goop co-founder herself is an actress and known for so many different things in the lifestyle brand world at this point so why are we talking about Gwyneth well if you’ve been following what Mirza and Xeomin have done, yes the neurotoxins, you’ll know that they have brought in and partnered with Gwyneth Paltrow, to be their spokesperson. Now this is not by any means the first time that a brand has brought in a celebrity spokesperson, especially in our industry people have been doing it for years but one of the things that I find is that a practice who already carries, and we’re going to use Xeomin for the sake of this particular episode. Know that you can use this example with any brand that brings on a celebrity spokesperson but for this case we’re just going to use this as an example because it was timely and it’s here. I find that so often when this happens, a practice doesn’t quite know how to act to this relationship in their marketing campaign in a way that is local and specific to that practice. It seems like something that the brand is doing on their own, but what can you as a practice be doing? I’m going to give you just a couple of quick tips on what it is that you can be doing today. I want you to grab a pen and write this down because I’m going to give you a couple of quick tips.

Be the First to Adjust Your Marketing:

Number one, if you haven’t already, create a social media post, and a short  E-blast about this today before other practices get the opportunity to hop on this and you want to make sure that you’re providing a local angel. Let your patients know about the partnership and that quite honestly, if it’s good enough for Gwyneth, it’s good enough for them. Your local MERS rep is going to be able to provide you with content and verbiage, and real photos, all sorts of fun things, so you want to make sure that you’re pulling from that database, and you’re pulling photos that you’re able to use. You also want to make sure to put your logo on that and give it a great caption that speaks to your patient base, your voice. What kind of voice does your practice have, are you known to have a sassy voice or, you know, to have a little bit of an edge, or to have a soft voice. Whatever that voice is make sure you’re carrying that over in the caption, but again if it’s good enough for Gwyneth then it is good enough for your patient. Again, making sure that you’ve had that conversation with your product’s rep and ask them if you could be one of the first in your area to receive any promo materials that the brand is putting out. Again we’re talking about Xeomin and we’re talking about putting out stand-up banners that you can have in your practice or access to graphics you can use in your marketing. Remember that you’re not legally allowed to just Google for example, and use whatever photos come up in your marketing without an incredible amount of layers of permission. Find out what they’re able to supply and not just what you can find on Google.

Design Custom Postcards:

Next, I encourage you to design some really easy to use, easy to get your hands on postcards. What do I mean, easy to use and, you know, the design phase because there are companies out there that are able to print things incredibly quickly and some really great templates for postcards not necessarily to send to your patients but just to give to your patients as they are leaving your practice or as they come to your practice. I like Vistaprint, quite honestly, and there’s always a discount code. I find that some companies like Retail Me Not for instance always have a discount code for Vistaprint, so if you go to Retail Me Not you’ll most likely get a discount on those postcards. You can get those postcards in hand within several days to a week, and you’re able to design them on your own. Always use your logo, your contact information of the practice on that postcard. If you don’t love the designs look at some free design software. Maybe it’s Canva, a sleek design software for non-designers. Feature your logo, your address, your contact information, and create a postcard that will create a really great organic way to promote Xeomin starring Gwyneth herself.

Update Your Website:

Update your website’s Xeomin page to talk about the partnership, because that’s going to help your SEO and it’s also going to give you some great new images that you can add to. If you are like most practices that have been carrying Xeomin for quite some time, you probably haven’t touched that website copy for a while. Create your own farm and I can’t stress this enough, do not do a copy and paste from Mirza’s website because SEO on that is going to be a negative value, Google hates to see duplicated content. Take that information and rewrite it in your own words, over the course of a couple sentences and then your website company now would feature this and you want to start putting a heavier emphasis on your SEO. That’s going to be you writing a couple sentences or your marketing person writing a couple sentences, shipping that off to your website company, and letting your website company know that you are looking to boost your SEO.

Put The Fun in Funky:

My last idea is to put the fun in funky. Create your own content that is really unique to your practice. Create a great Instagram reel or a Tik Tok featuring Gwyneth’s photo and your practices team for instance. Do a quick search with Instagram, with Tik Tok, and are there any audio clips of Gwyneth’s voice anywhere that you’re able to do a lip-sync to. How can you incorporate this into a real, is there some sort of fun before and after concept you can create out of this. Create a fun pin, like an actual pin for your team to wear on their uniforms with Mirza applied and approved images that say ask me about Gwyneth or ask me about my relationship with Gwyneth. Just put your practice’s own fun spin on the partnership. I know you’re going to be flooded with material from your marriage lab I think this is fantastic, but it’s also important for you to customize it and take that material and make it your own.

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