LASER TATTOO REMOVAL Contents

EXPANDING YOUR BUSINESS WITH LASER TATTOO REMOVAL Contents

Laser tattoo removal, de- Adding Laser spite popular belief, is not Tattoo Removal a niche practice but rather to An Existing a widely applicable service. Business 3

Top Ten Reasons To Add Laser Tattoo Removal 1

Whether you’re a tattoo shop owner, medical spa operator, or physician, expanding aesthetic procedures can add substantial value to your business. Astanza, the premier laser com- Effectively pany specializing in tattoo removal, presents this free guide to Market Laser grow your business. Unlike other Tattoo Removal companies, we’re committed to leaving you with more than just Q-switched laser technology. 7

We intend to teach you how to maximize your investment in laser tattoo removal and grow your business, supported by on-location training, marketing expertise, and unmatched technical support.

Return on Investment in Laser Tattoo Removal 5

In the following pages, we’ll explain why and how you should add laser tattoo removal to your business, quantify benefits of investing in the service, and delineate marketing tactics to get your business running. Enjoy! Chapter One: Top Ten Reasons to Add Laser Tattoo Removal Tattoo removal continues to grow in popularity, and medical professionals of all back- grounds are starting to add laser tattoo removal to their list of services. Dermatologists, plastic surgeons, and medical spas commonly offer the procedure, but we’ve seen family practices, OB/GYNs, vein specialists, and even ENT practices yield im- pressive profits from the simple addition of a tattoo removal laser within their existing space. But profitability, as we’ll discuss below, isn’t the only rea- son why now is the time to offer this increasingly in-demand procedure. Growing Demand The 21,000 tattoo shops in the U.S. create new potential tattoo removal patients every day, adding to the existing 45 million tattooed Americans. Polls have shown that up to 50% of tattooed people have tattoo regret, and laser tattoo removal is the only non-invasive safe and effective solution to treating unwanted ink.

Regulations Favor Doctors Some states allow only MDs and DOs to own tattoo removal lasers, allowing you to completely control your market. Take your piece of the $10 Billion+ tattoo removal industry.

Quick and Non-invasive With some treatments lasting as little as 30 seconds, revenue from laser tattoo removal can easily exceed $800 per hour. No consumable costs or extensive time required.

Charge a Premium for Time Patients are willing to pay more for a doctor to perform their tattoo removal treatment and will choose a physician-run clinic over a tattoo shop or spa. Based on average treatment cost, you can add $10,000+ profit each month.

Cash-Pay, No Insurance Patients, motivated to remove their tattoos, are happy to pay out-of-pocket. As an aes-

1 thetic procedure, tattoo removal cannot Opportunity for Patient be filed with an insurance company and is Crossover completely cash-pay. Your existing patient pool serves as a great place to acquire tattoo removal patients. The Use Existing Staff & Space average tattoo removal patient is a 29 year Most states allow physicians to delegate old woman, cares about their appearance the procedure to mid-level practitioners. and health, and is a prime target to offer Astanza offers training for your existing your other medical or aesthetic services. staff – no new laser technician needed. No need for more space either; the treatment Provide Excellent Results rooms you currently use can serve your Astanza’s advanced laser technology yields tattoo removal patients too. excellent removal results- no downtime or scarring! Patients can see results after the Offer Numbing Injections first treatment and track fading progression Others Can’t until the tattoo is no longer visible. Patient comfort can be optimized with local anesthetics that only medical practices Affordable to Start can offer. Most standalone tattoo removal Financing for medical professionals is easy, clinics cannot provide top-tier numbing op- so you can get started quickly. Astanza of- tions like lidocaine that sensitive patients fers a range of products from effective en- want. try-level lasers to the world’s premier tattoo removal systems.

Despite these reasons behind the rise of laser tattoo removal, however, practices not currently offering aesthetic procedures understandably may still have misgivings. Jumping into the aesthetics field without prior experience is daunting. However, if you effectively market to people actively seeking laser tattoo removal, you’ll surely attract patients and fill your appointment book.

Those who would prefer guidance from an experienced marketing team needn’t look farther than Astanza’s Customer Marketing Partnership, which makes marketing efforts as easy as possible for beginners. The Partnership represents our efforts to provide our customers with not just lasers, but also advice and assistance toward achieving long- term success with laser tattoo removal. The Partnership features complimentary website content creation services, online advertisement management, and more useful materials we will discuss in more detail in Chapter 5. 2 Chapter 2: Adding Laser Tattoo Removal to an Existing Practice Tattoo removal is a potentially lucrative business for everyone. If you are a physician with a private practice, the owner of a tattoo shop, or operator of a medical spa and have been seeking an additional service, then laser tattoo removal is the procedure for you. In this chapter, we’ll break down, by practice, the results of adding a tattoo removal laser. Adding Tattoo Removal Staff members may also enjoy picking up an additional skill for their repertoire. for Medical Spas The Logical Extension Fast and Convenient Unlike traditional salons, medical spas Tattoo removal is a quick service, with some can offer both medical and laser proce- treatments as short as 30 seconds. Since dures. Beauty-oriented customers are es- most tattoos need multiple treatments for pecially receptive to procedures that can complete removal, existing patients will re- enhance their skin. Laser tattoo removal, turn for follow-ups, decreasing the need to then, would attract new and returning schedule new patients. Laser tattoo removal patients with tattoo regret. Seeing as the requires little to no down time and has no most common tattoo removal patients are consumable costs, increasing its return on young women in their late 20s, as men- investment. tioned in Chapter 1, tattoo removal clientele and customers seeking other aes- Adding Tattoo Removal thetic proceduressignificantly overlap. By offering a variety of services, medical spas for Physicians can even create package deals for patients Credibility requiring more than one service. Expanding a practice with laser tattoo removal is a smart choice for many business- Easy to Learn es; however, physicians have an advantage. Most medical spas offer many laser and Patients interested in laser tattoo removal light-based procedures that trained la- are more inclined to seek out medical pro- ser technicians and estheticians perform. fessionals, especially dermatologists, given Having a staff that’s already familiar with their specialty in skincare. Furthermore, treatments similar to laser tattoo removal state regulations for laser procedures favor is a significant advantage. Laser training medical professionals over non-medically would still be needed, but the learning licensed business owners, and a few states curve for staff members would be much allow only physicians to operate tattoo re- shorter due to already established skills. moval lasers. 3 Increase Profits patient pool would consist of dozens, if not Laser tattoo removal is an extremely easy hundreds, of individuals who’d be interest- procedure with no consumable costs and ed in receiving laser tattoo removal, espe- a short treatment time. Adding this service cially from someone with whom they have a can bring significant profit to any practice. trusted patient-provider relationship. Patients are even willing to pay a premium to have their tattoo removed by a licensed Adopting laser tattoo removal is a smart medical professional. Additionally, laser business decision. This in-demand proce- tattoo removal is categorized as a cosmetic dure can add significant profit to any prac- procedure, meaning it is cash-pay and can- tice and help existing clients while reaching not be filed with medical insurance. new ones, all without incurring many additional expenses. Established practices that Existing Resources already have a treatment area, staff, and cli- Unlike new business owners, physicians are ent base are three steps ahead of the game already equipped with all of the resourc- and can easily enter the industry. es necessary to begin laser tattoo removal: a clinic, staff, and clientele. Laser tattoo Astanza has helped a variety of business removal is a noninvasive procedure that owners expand their services with laser is very easy for nurses and staff members tattoo removal. Adding the procedure may to learn, and can be performed in rooms seem intimidating, but with the right tech- currently being used for other treatments. nology, training, and resources, you could The most convenient resource is the exist- easily attract more patients and take advan- ing base of patients available to physicians. tage of a profitable opportunity. Due to the large tattooed population, your

4 Chapter 3: Return on Investment for Laser Tattoo Removal

The world of aesthetics and medicine has changed dramatically since the development of lasers. These light based energy systems have generated novel, exciting procedures, including noninvasive skin treatments and laser eye surgery.

The advancement of laser technology has greatly benefitted the niche industry of tattoo removal. Tattoo removal lasers have become known as the safest, most effective solution for dealing with unwanted tattoos. A study conducted by The Harris Poll shows that the demand for laser tattoo removal has steadily increased over the past few years (The Har- ris Poll, 2016.) Today, three in ten American adults have at least one tattoo. While not all tattooed individuals experience regret, 23% of the tattoo population end up regretting at least one of their tattoos. This statistic has increased from 14% in 2012.

The tattoo removal industry shows no signs of slowing down, and the procedure’s high demand proves laser tattoo removal can add significant profit to practices. This chapter discusses different aspects of the return on investment for those interested in entering the laser tattoo removal field or those looking to add the service to an existing practice.

5 Invest in Good Technology requiring little downtime and allowing cer- Before considering ROI, entrepreneurs and tain practitioners to charge premiums. The medical professionals should first think average treatment takes less than 15 min- about the technology delivering those re- utes and costs $212. Most patients require turns. The key to a successful laser tattoo multiple sessions before achieving com- removal business lies in laser investment. plete tattoo removal. Additionally, some laser system, such as Astanza’s, can be used The price of laser machines ranges from for skin rejuvenation procedures, including $50,000 to $300,000. Although these fig- treatment of vascular lesions. Combining ures seem alarming at first glance, know these figures, you can easily calculate the that the investment required to start laser massive profit potential for entering the tattoo removal is relatively small when com- laser tattoo removal industry. pared to the amount of income that can be generated from laser tattoo removal treat- On the last page (page 5) is a monthly ments. Furthermore, tattoo removal with breakdown of the return on investment in quality laser technology can reduce the laser tattoo removal. When calculating the number of treatments required to remove revenue opportunity in relation to the min- body art compared to other methods such imum cost of ownership, you have yourself as tattoo removal creams and injectable an unbeatable return on investment. solutions. - The key to a successful laser tattoo re moval business lies in Onlylaser a few proceduresinvestment. need to be performed every month in order to cover the When shopping around for the right laser cost of the laser. Once a patient receives for your practice, you want to make sure you one treatment, they are typically commit are investing in technology that will deliv- to a series of treatments in order to achieve er the best results for your clinic and your complete removal. patients. Does the laser treat all ink colors? Does the laser come with service and mar- Astanza has assisted numerous practices keting support? Does the manufacturer pro- worldwide that have entered this industry vide extensive laser training? If the answer and thrived in it. Whether you’re an entre- to these questions is yes, then you know preneur looking to enter this fast-growing you are making a smart investment. industry or wish to add laser tattoo removal to your existing practice, our Astanza Tattoo Removal Profitability representatives are ready to help you. Laser tattoo removal is a simple procedure 6 Chapter 4: Smart Marketing Tips to Attract Tattoo Removal Patients There's no one-size-fits all marketing strategy for laser tattoo removal. Depending on your market, the competition in your area, and the style of your practice, there are many directions your marketing plan could take. At Astanza, we’ve worked with countless tattoo removal providers in the US and abroad to attract tattoo removal patients and make this procedure a boon for their practices. We’ve seen and will discuss what works for marketing this procedure and what doesn’t for a variety of markets. you and will be choosing your competitors instead. Also, because many small businesses are falling behind in web marketing, being on the top of your game will give you a competitive advantage.

Investing in your web presence is not just an option these days, it’s a requisite for success (that’s why Astanza provides more complimentary support for web marketing than any Bottom Line: Focus on other laser brand). Your goal should be to be Web Marketing on the first page of search results – as high Laser tattoo removal is a procedure that as possible on the page and with as many people research. Because tattoo removal placements on the page as possible. is a relatively new concept, people want to watch videos of treatments, see results Build an Awesome Tattoo Re- photos, and listen to testimonials from moval Website other patients as they make their decision. Your website will likely be your first impres- A recent study shows that 97% of Amer- sion with your potential patients – make it ican consumers research online as they count. For inspiration, research tattoo remov- consider local services or products. If your al in your area and in other cities, look at the practice isn't ranking in the top results various websites, and find the websites that for laser tattoo removal in your market on you like the most. What elements do you like Google and Bing, patients won't be finding about each website? Is it easy to navigate the 7 Website Tips Include ESSENTIALS

Tattoo removal before and after photos Extensive content explaining the procedure Easy-to-find phone number and address Mobile-friendly design Pages load quickly Easy site navigation Blog Avoid BONUSES Negative attitudes toward tattoos Videos of treatments Offensive photos or content Patient video testimonials Flash-based design Forms for easy appointment requests or scheduling

Remember While there are affordable ways of building a website yourself, it takes some know-how and effort to make it look right.

Be realistic with yourself – if your web skills aren’t strong, it may make sense to hire a professional to build your website. We highly recommend building a website with an easy content management system, such as WordPress, that allows you to build and edit web pages yourself. 8 site? Do you like the images and colors they professionals and agencies that specialize in use? Check out how they look on your helping small businesses rank better on- smartphone too – after all, 60% of web traf- line. If you're going to hire someone, make fic is on mobile devices. sure you find out which services are actu- ally included in the monthly fee and ask Make SEO a Priority to speak to some references to make sure Search engine optimization (SEO) is the you're getting a good deal. Also remember practice of helping your website rank better that SEO isn't magic, and that it takes time in search engines such as Google. Ranking to increase site rankings. well online is essential for having patients find you. Boost Traffic with Pay-Per- Click (PPC) Advertising While Google doesn't reveal the details of Unless you have no competition in your their ranking algorithm, there are certain area, it will take a while before your web- things you can do to encourage Google to site starts to rank well online for laser tattoo rank your site well. removal – especially if your entire website is new. Depending on your local competition SEO involves the design of your website, and how much you invest in SEO, it may the content on your website, the links point- take many months or even years before your ing toward your website, the age of your website starts to rank on the first page. website, and countless other factors. This is simply a beginner's guide for those look- Fortunately, Google and Bing have a way ing to do SEO themselves. If you're willing that you can "cut the line" – you pay them to learn, spending time each week on SEO to advertise. Pay-per-click (PPC) search and is a free and effective way to increase the display advertising is how Google makes the amount of traffic to your website. vast majority of the billions it rakes in each If you don’t have the time or patience for year. blogging, link building, and other SEO efforts, you're not alone. There are many SEO PPC advertising is different than other types

Benefits of PPC Advertising

You only show your message to people looking for your service. You only pay when they click on your ad and go to your website. There's no contract or minimum spend. You can target your ads to certain areas (e.g. a set radius around your location). You can show different types of ads simultaneously and find the one that works best. Ads can show to people searching from both computers and mobile devices. The overall cost of a PPC ad campaign depends on the size of your targeted area, the number of competitors you have, and how broadly you set the campaign to run.

9 of advertising. Instead of showing your mes- vert them to call and make an appointment. sage to a large audience, you show your ads Tip: Astanza's Google AdWords-certified only to people that are specifically looking marketing team offers complimentary PPC for what you offer, eg. local people search- setup and management services for all of our ing for laser tattoo removal online. clients (a $5,000+ value).

We've seen clicks cost as little at $1 each Don’t Ignore Social Media in some rural markets to over $15 each in Given that 85% of customers expect busi- some cities such as Los Angeles. But, even nesses to be active in social media, you if you're in a competitive market, it's usually should have and maintain a social media pro- worth it to have a generous budget for PPC file. You have many social media options to ads. Even if it costs more than $100 to a ac- choose from, but you must focus on the ones quire a new patient, it's worth the expense that make the most sense for your business. considering that the average patient would Don’t build a profile on a social media site pay $1,500 to remove their tattoo. unless you plan to maintain it.

Remember, PPC ads will only direct people The following are platforms we recommend to your website. It's up to your site to con- for tattoo businesses.

Facebook is the social network where you’re most likely to engage with your existing patients. Encourage your patients to “like” your Facebook page to stay up-to- date on any promotions and news from your business. It’s a great place to post any deals you’re offering, share patient success stories, and share your blog posts.

Google+, although not as popular as Facebook, is arguably more important because it functions as a directory listing with Google in addition to being a social network. Having a verified Google+ page will help your business rank better, show up on Google Maps, and have many additional benefits. It’s a must for any local business. You would share the same sorts of content on your Google+ page as you would on Facebook to keep it fresh.

Yelp is a reviews website. People review everything from restaurants to hotels to laser clinics on this site. Business Yelp pages tend to rank well online on their own, and having a Yelp page can be great for getting reviews from your happy patients. Once created, there’s not much maintenance you have to do to a Yelp page except potentially responding to reviews or questions.

10 Additional good choices: self. Encourage your patients to like you on YouTube Facebook, and make sure to mention that you're on Yelp whenever a patient is sat- Instagram isfied. Reviews are a great way to boost business, as 90% of customers who read online reviews are influenced by them RealSelf (physicians only) when making their buying decision.

Angie’s List A well maintained social medial profile can help persuade patients to choose you It's 100% free to set up profiles on any of over your competitors, give you an addi- the sites listed above. You could also pay a tional ranking online, keep your existing professional to make (and maintain) them patients coming back, and spread the for you if you don't want to handle it your- word about your practice.

11 Our values Credibility Exclusive purchase of LaserAway, one of the largest chains of tattoo removal clinics in the world. Featured on Doctors

Reliability Efficient, high-powered, FDA-approved cutting-edge Q-switched laser systems Unparalleled Support

Partnership Share our laser expertise in every area of treatment, LASER At Astanza, we don’t pay patient care, and physicians or industry clinic operations luminaries to back our Hands-on prod- products – we earn it uct training AESTH through our superior laser New Look Laser technology and customer College support. Just ask and we’ll Marketing ser- put you in contact with vices free of charge an Astanza success story ETICS today.

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