Workbook 4 CDNMCP01 2023 Eddition.x
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CDNMCP01 MANAGE AND PROMOTE THE COSMETIC PRACTICE ASSE SSME NT T ASK 1 - WORK BOOK 4 Niche Education Group Pty Ltd AUSTRALASIAN ACADEMY OF COSMETIC DERMAL SCIENCE ©2022 Version 3.0 21 Oct 2022 1
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MARKETING ASSE SSME NT MARK IN G SHEE T Student Name Accredited Course 52850WA Advanced Diploma of Cosmetic Dermal Science 52854WA
Graduate Diploma of Cosmetic Dermal Science M ARK IN G & FE EDBACK Date of Assessment Assessment Feedback Completed Satisfactorily Satisfactory Not Yet Satisfactory Assessor Declaration I confirm that I have provided feedback to and advised the above-named student of the outcome of this assessment task.
Assessor Name / Signature Date
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WORKBOOK INSTRUCTIONS Ensure you have opened this workbook and followed the on-screen instructions before typing directly into the workbook. If you use another format or preview, your assessor will not be able to provide you with feedback. Once complete, please save a copy for yourself and upload a completed version to your assessor via the student portal. You can obtain the answers for the activities through the online lectures, additional reading material and Internet searches. All questions must be attempted. Feedback and assistance are available from your assessor prior to the assignments due date. IMPORTANT: Please do not copy and paste answers from lecture notes. (Please see the AACDS Study Guide / Academic Writing section if you’re unsure what this means). Before starting this workbook, you will need to review and be familiar with the Virtual Medispa case study. Refer to the facts of the case study where asked. ACTIVITY 1 - MARKETING Question 1 Yes No
Prepare an overall marketing strategy for the re-branded Virtual Medispa
taking into consideration the: •
target market, •
types of product and services to be offers, •
price point of the business, •
business identity, •
stage of the business, •
product mix and •
brand image. Also consider areas of business where the reputation of the business needs assistance or significant change made to operations. (400 words) (You may wish to use your final answer to this question in developing your Business Plan (Assessment Task 2))
1. Review and Update Brand Identity: Assess the current brand identity and determine if any updates or refinements are necessary to align with the relaunch goals. Consider updating the logo, visuals, and messaging to reflect the medispa's unique value proposition and target audience. 2. Clearly Define Objectives: Outline specific objectives for the relaunch, such as increasing awareness, attracting new clients, or expanding services. Ensure that objectives are measurable, achievable, and tied to a specific timeline. 3. Identify Target Audience: Understand the ideal customer for the medispa and create buyer personas to guide the marketing efforts. Consider demographics, psychographics, and preferences of potential clients who would benefit from the medispa's services. 4. Conduct Competitor Analysis: Analyze direct and indirect competitors to identify their strengths, weaknesses, and points of differentiation.
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Identify gaps in the market that can be leveraged to position the medispa competitively. 5. Enhance Services and Offerings: Assess the current range of services and determine if any updates or additions are required to meet market demand. Consider introducing new treatments, expanding service packages, or creating unique service bundles to attract new clients. 6. Develop a Multi-Channel Marketing Plan: Create an integrated marketing plan that encompasses various channels to reach and engage the target audience effectively. Consider digital marketing avenues such as social media, website optimization, search engine marketing, email marketing, and content marketing. Also, explore traditional marketing channels like local print media, outdoor advertising, and strategic partnerships with complementary businesses. 7. Content Marketing and Thought Leadership: Develop a content strategy that positions the medispa as an expert in the field and educates potential clients. Create high-quality content like blog articles, videos, and infographics that address common skincare concerns, industry trends, and showcase the expertise of medispa professionals. 8. Leverage Social Media and Influencers: Utilize social media platforms to highlight before-and-after success stories, client testimonials, and behind-the-scenes content. Collaborate with relevant influencers, bloggers, and local celebrities to amplify the medispa's reach and credibility. 9. Implement Offers and Promotions: Develop enticing offers, exclusive packages, or limited-time promotions to incentivize first-time visits and reward loyal clients. Leverage platforms like email marketing, social media, and website banners to promote these offers. 10. Measure and Optimize: Establish metrics and key performance indicators (KPIs) to track the success of the relaunch campaign. Regularly monitor the performance of marketing activities, analyze data, and make data-driven decisions to optimize efforts and improve results. Assessor’s comments Question 2 Yes No
Prepare an annual advertising schedule focusing on the promotion of the rebranded Virtual Medispa
. Use a variety advertising campaign concepts and modes of advertising. a)
complete Annual Plan using the Annual Plan Template provided. b)
explain why each advertising element has been chosen and the reason of its timing. Explain how it will be advertised and how long. Consider the variety product and services offered and why you have chosen to promote them. (You may wish to use your final answer to this question in developing your Business Plan (Assessment Task 2))
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a)
A
DVERTISING S
CHEDULE /
A
NNUAL P
LAN
a) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1 START Winter Warmer START Spring Special END Spring Speical 2 3 4 START Autumn Reset 5 6 7 Start 2for1 Valentines Day Special 8 X 9 X END Autumn Reset 10 X 11 X 12 X 13 X 14 End 2for1 Valentines Day Special 15 16 17 18 19 20 21 22 23 24 END
Christmas Self Care
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25 END New Year New Me 26 27 28 START New Year New Me 29 START
Christmas Self Care 30 31 END Winter Warmer
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b) Reference to Annual Plan Date Run (From-To)
Reason Example. 2for1 Valentine’s Day Special
7 Feb 22 - 14 Feb 22 The Virtual Medispa will run a 2for1 treatment package on Instagram. The offer will run for the week leading up to Valentine’s Day
in an effort that clients will introduce their loved ones into the clinic as a way of expanding to new clients. Excludes injectable treatments. Services likely to taken up are Hydrodermabrasion, light chemical peels and IPL Photo rejuvenation. 1.
New Year New Me Special: Injectable Offers $80 Advance Micro with LED $90 Skin Needling with LED Hair Removal 40% off 28
th
Jan - 25
th
Feb 2024 The clinic will run new year new me special across instagram and facebook. New year is a time of celebration and optimism. Most clients are beginning a new chapter in their lives and have set new year resolutions. Clientele may be interested in starting new skin regimes and injectables which is the highlight of this promotion. 2.
Autumn Reset Special $69 hollywood brazilian & underarm hair removal $99 full leg hair removal $100 full face pigmentation laser removal $90 mini hydrating chemical peel and led therapy $99 Hydrodermabrasion 4
th
April - 6
th
May 2024 The clinic will run an autumn reset special which will foucs on post summer sun damage, dehydration and will aid to transition into winter skin treatments. There can be a decrease in demand for treatments so to counteract this, these specials will help to attract new clientele and encourage exsisting clients to continue their visits This will be promoted across instagram and facebook. . 3.
Winter Revitalise Special Free Skin Analysis & Injectable Consultations Refresh & Rejuvenate Package $790 -
normally $1000 3x sessions of ipl rejuvenation 3x Hydrating Vitamin A Peel 3x Led therapy 2x Microdermabrasion 1
st
June - 31
st
August 2024 The clinic will run a winter retalise special to help address skin hydration, repairing and rejuvenate the skin. There can be a decrease in demand in treatments as some clients may travel overseas to avoid the cold. This special will help to attract new clientele and encourage exsisting clientele to continue their treatments or begin a winter skin journey. This will be promoted across instagram and facebook. . 4.
Spring into Rejuvenation Special Ipl rejuvenation 3 sessions for $650 - normally $1500 4x Hydrodermabrasions 30% off 3x Skin Tightening 30% off Laser Hair Removal 40% off Highlight Muscle relaxers and filler 1
st
September - 1
st
November 2024 The clinic will run a rejuvenation special that will focus on rejuvenating the skin, reducing hair to prepare for upcoming summer holidays. This is a popular time for clients to rejuvenate and enhance their appearance which increases a demand for services. By providing these discounted services we are able to attract new clients and encourage exsisting clients to return and promote brand awareness.
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5.
Christmas Care Special - 50% off Hair Removal $99 Advance Facials Highlight Injectable Packages 29
th
November - 24
th
December 2024 The clinic will run this special in the lead up to christmas, the offers will be advertised over instagram and facebook. The Christmas season presents a great opportunity as clients are actively searching for gifts. Clients may also have plans to leave for a holiday and may want to prepare themselves. This will help the clinic expand to new clientele who have been gifted a voucher for a treatment. Most client's are looking to do touch up hair removals and freshen up their skin before the holidays. Skin treatments included are micros, light chemical peels and led therapy treatments. This will be promoted across instagram and facebook. Assessor’s comments
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Question 3 Yes No Identify three (3) guides / guidelines used to help inform Cosmetic Medical Practices of the requirements and regulations of the marketing and advertising of the business. Provide a summary of: •
One (1) guideline that regulates the advertisement of service or products unique to the cosmetic practice. •
One (1) that may be specific to the cosmetic medical practice and the regulators of its practitioners. •
one (1) that is general to all businesses in Australia aiming to protect all consumers regarding advertising. Guideline Brief overview of who it impacts Main restrictions and requirements it outlines Guidelines for advertising a regulated health service This aims to ensure that advertisements are ethical, transparent and do no mislead or exploit target consumers. Advertisers must not make false, misleading or deceptive claims in their advertising. Requirements are as follows: - sell your professional services on their merit -be honest about what you dp and say in relation to your business practices - be able to identify when published material falls under the definition of advertising look at the overall impression of your advertising. Restrictions are as follows: - providing partial information and/or omitting important details - making unqualified claims about the effectivesness of the treatment -using scientific information that is inaccurate. Guidelines for registered medical practitioners who perform cosmetic surgery and procedures This new regulation helps to protect the patient and aids them to discuss their motivation for cosmetic intervention. This effects registered practitioners who are performing the procedures and General Practitioners. Under these new guidelines patients seeking cosmetic intervention require a referral from their GP. GP's are not expected to have detailed knowledge of cosmetic procedures Requirements are as follows: - Assessment of patient suitability - the medical practitioner who will perfrom the intended procedure must dicuss the patients reason and motivation for requesting the procedure. The patient must be asessed for BDD and if there are any indications they must be referred for evaluation.
Guideline to protect consumers for cosmetic medical practice This guideline ensures consumers safety, well-being and statisfaction. This effects practioners perfoming treatments within the business, the consumer and partners. Requirements are as follows: -Obtaining written informed consent before any cosmetic procedure - Maintain transparency in pricing by providing consumers with detailed estimates and breakdowns of the costs associated with the procedures. - Clearly communicate realistic expectations, refrain from using deceptive or misleading claims. Assessor’s comments
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Question 4 Yes No
a)
In each of the 4 example advertisement
s
below, identify and explain any elements which may be prohibited referencing the specific guidelines, legislation or regulations identified above.
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Advertisement Description of non-compliances 1.
Easter This special is misleading for consumers as it is not specifying what treatments are included in the 20% off all treatments and what conditions apply. This is stated by the ACCC which this advertisment may be in breach of. 2.
Acne This advertisment is misleading the client. It is advertising that those who suffer from acne scarring can be "cured" or "cleared" forever. This is inacurate information which is giving the consumer the impression that in only 3 treatments all of their acne scars will be removed. The images in the advertisement appear to be digitally enhanced which is also misleading the client. This is stated by the ACCC that when advertising services it must be truthful and accurate which this advertisement is in breach of. 3.
Botox This advertisement is in breach with Australian regulations that state botox cannot be used when advertising the service. The correct way to advertise this service is by calling it muscle relaxer. The advertisement is also misleading the clients/consumers to believe that their wrinkles will be reduced in minutes, which is untruthful and inacurate information. 4.
Jane Dyre This testimony is misleading clients and consumers as it is overexaggerating about the services she received with the clinic. By stating that the Dr. agreed with her condition does not imply that the Dr. completed proper examination to determine her condition, which "saved her life". This is stated by the ACCC that when show casing testimonials they must be truthful and accurate which this advertisment is in breach of. Assessor’s comments
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ACTIVITY 2 –
SALES AND PROMOTION Question 1 Yes No
Develop a team sales strategy for the sales and promotion of rebranded Virtual Medispa focusing on Sarah
(the dermal therapist) and one other employee. Take into consideration the employees present in the Virtual Medispa
case study, your opening hours and services provided. Your strategy should establish sales targets for the employees’ and consider how you can use technology to assist in implementing and monitoring the two employees’
performance include the areas and timing of training required to build the two employees. Your strategy should also include any incentives offered to the employees and / or the team. •
Summarise your Clinic’s business philosophy or mission statement
•
Defined your chosen employee’s roles, their working hours and sales targets: daily, weekly, monthly •
How will you track and measure sales and service results? •
How will you communicate the sales and service results to staff? •
How will you motivate your chosen employees to encourage teamwork, sales and promotion of the medispa? •
What incentives will you offer them? •
How will you identify training needs? How much time will you allow for team or individual training on a daily, weekly or monthly basis? How will the team members commit? Will you incentivize training? (250 words) Our Mission Statement: At Faux Aesthetics & Skin our mission is to empower individuals to embrace their unique beauty and enhance their confidence through high-quality produts and services. We strive to revolutionize the beauty industry by challenging traditional beauty and embracing diversity and inclusivity. Sarah: Dermal Therapist - Specialize in providing all non-invasive dermal procedures and hair removal, conducting skin assessments, developing personalized treatment plans, educating clients on skincare practices to promote healthy and beautiful skin, as well as ensuring overall safety and satisfaction of clients. Full time hours - 38 hours per week Tuesday: 10:00am - 18:00 Wednesday: 10:00 -18:00 Thursday: 10:00 - 18:00 Friday: 10:00 - 18:00 Saturday: 9:00 - 17:00 Daily Sales target: $1,500 Weekly Sales Target: $3,500 Monthly Sales Target: $15,000 Colin: Cosmetic Physician Specializes in providing non-surgical cosmetic treatments and assistance to patients. The role involves conducting assessments, performing treatments such as muscle relaxers, dermal fillers, educating patients on skincare and ensuring overall safety and satisfaction of clients. Casual - minium 3 -4 hours
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Thursday: 12:00 - 18:00 Friday: 12:00 - 18:00 Daily Sales Target: $3,000 Weekly Sales Target $6,000 Monthly Sales Target $25,000 A monthly meeting will be held on the first Monday of each month. Discussing the wins for the previous month, any clinical updates, future training scheduling and how to best prepare for the coming month ahead. The sales will be tracked through the reports of the booking system and be delivered to the staff in the morning huddles to promote excitement and encourage the staff to reach their targets. Incentives: Those who reach their targets will be offered a $200 bonus that will be paid at the end of the month that falls on the next payable fortnight. Those that continue to hit their targets will be awarded 1 additional day of paid leave. If the medispa is continuously hitting set targets then a team outing event will be organised to celebrate everyones acheivements. Awards will be held to celebrate the acheivements of all employees at the end of the year. Training: In the monthly meetings/individual staff check ups they will be asked if they require any additional training or wish to refine their skills.This training will be provided on a monthly basis, time will be allocated for 2 - 3 therapists to refine their skills or learn a new treatment. They will be blocked out of the calendar to allow them to concentrate and not be distracted from their individual learning experience. If the staff feel they need more training on certain things it can be arranged accordingly. Assessor’s comments
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ACTIVITY 3 –
SOCIAL MEDIA / WEB DEVELOPMENT Developing web content for your business is a very worthwhile exercise to define and refine your service offering to your customers. It takes a great deal of effort and care to create eye-catching content that is clear and concise and accurately reflects your key message. Review the document ‘Writing Great Content for Your Website’ at the end of this Workbook and the Department of Foreign Affairs and Trade (DFAT) website on Guidelines for Preparing Accessible Content (available in a search) and then complete the following tasks: Question 1
Yes No Navigate a various web pages and become familiar with the pages listed below. Provide the link to one (1) of the pages you have viewed. Each example should be from a different Cosmetic Practice / Medispa business or website. Example –
Home www.aspiretrainingclinics.com.au Home www.skinbalance.com.au About us A clinic that is dedicated to helping people reach healthly skin and create a balance in the skin that may have changed overtime. Contact us Phone (02) 6242 4849 Email: info@skinbalance.com.au Services Skin Consultation Luxe Microdermabrasion LED Light Therapy Chemical Peels Micro Skin Needling Essential Facial HydraFacial Plasma Fibroblast Skin Tag Removal Tattoo Removal Advance Laser Laser Hair Removal Team Does not state Frequently asked questions None Provided, asked to fill out a questionaire then a clinican will be in contact to answer the questions. Assessor’s comments Question 2
Yes No Create a website of your rebranded Virtual Medispa
and submit the design. Some steps below: •
Sign up for a free website builder.
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•
Choose what kind of website you want to create. •
Customize a template for your rebranded Virtual Medispa. o
Include in your website pages you have researched in Question 1 above. •
Publish your website and email your assessor the link to your site for review. Here is one option: https://www.websitebuilder.com/
If you need assistance on getting started, here is a link to see how it works and to Try It For Free:
https://www.websitebuilder.com/how-it-works
link to published website: https://lilpumpkini.wixsite.com/faux-aesthetics---sk Assessor’s comments Question 3
Yes No What is the name of the organisation that legislates the advertisement of scheduled drugs in the cosmetic practice? Therapeutic Goods Administration Assessor’s comments Question 4
Yes No Your new marketing assistance has posted an Instagram post offering 20% off botox. Explain what the problem is with this post? Botox is a class 4 drug which cannot be discounted as it encourages people to have the procedure done. Under the new legislation advertising schduled drugs has become stricted to help protect the cosumer. Assessor’s comments Question 5
Yes No What are the financial penalties a clinic be fined for not complying with the Therapeutic Goods Administration (TGA) advertising guidelines? individual $60,000. Body Corporate $120,000 Assessor’s comments Question 6 Yes No
From the options below select the relevant social media app to each statement A.
Instagram
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B.
Snapchat This app is popular with photographers who want to showcase their talent A This app is popular with younger people sharing short visual messages B This is primarily a visual inspiration platform A This is primarily an ephemeral storytelling platform B Assessor’s comments
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Question 7 Yes No
From the options below select the relevant social media app to each statement Which two (2)
factors do you consider when choosing a social media platform. Is it a platform that your team is already comfortable using? Does the social media platform suit campaign objectives –
for example awareness and retention? Is the target audience already active on the social media platform? Will this platform set your business apart? Assessor’s comments Question 8 Yes No
List 7 social media platforms 1. Facebook 2. Instagram 3. SnapChat 4. Tik Tok 5. X (twitter) 6. Threads 7. Youtube Assessor’s comments Question 9
Yes No True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones? True Assessor’s comments Question 10
Yes No
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Match the following “call to action” buttons to the statement that best describes when to use them
by placing the corresponding letter (A,B,C,D,E) in the box. A.
LEARN NOW B.
SHOP NOW C.
DOWNLOAD D.
BOOK NOW E.
SIGN UP I would like to promote my new product or treatment, special offer B Enrol for a newsletter or an event E Promote your new brochure or E-book A Showcase a new blog post and direct customers to your website C Schedule a treatment D Assessor’s comments Question 11 Yes No
Describe which social media platform
s
/ tool
s you will use to promote the Virtual Medispa
. Explain why you have chosen them, the benefits of your chosen platform over other platforms and how you will use them in the promotion of the clinic. (You may wish to use your final answer to this question in developing your Business Plan (Assessment Task 2))
1. Instagram: Instagram is a visually-driven platform that allows you to showcase the transformative results of your medispa treatments. It provides a visually appealing space to share before-and-after photos, highlight treatment procedures, and engage with potential clients through likes, comments, and direct messages. Instagram's focus on aesthetics and visual storytelling aligns well with the beauty and wellness industry. 2. Facebook: This is a versatile platform that allows you to create a dedicated page for the medispa. It provides an opportunity to share detailed information about your services, special promotions, and updates. With a significant user base, Facebook enables you to engage with your audience through comments, messenger chat, and event creation. It also offers advertising options to target specific demographics. 3. TikTok: This has rapidly gained popularity and has a predominantly younger user base. It offers an opportunity to create short, entertaining videos that can showcase the lighter side of your medispa while sharing skincare tips, beauty transformations, or behind-the-scenes snippets. TikTok's algorithm-driven content discovery can help your medispa reach a wider audience and potentially go viral. By using these three platforms collectively, I will have the opportunity to reach different demographics, engage with my audience through visual content, promote your services, and build brand awareness in an interactive and dynamic way. Each platform provides unique features and benefits, allowing you to tailor your content and engage with potential clients effectively. Assessor’s comments
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Appendix A
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Niche Education Group Pty Ltd AUSTRALASIAN ACADEMY OF COSMETIC DERMAL SCIENCE ©2022 Version 3.0 21 Oct 2022 24
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