When Everyone Has “Skin in the Game”

In today’s dynamic medical and marketing world, partnerships with other practices, businesses, and organizations are ripe for the picking. These partnerships do not need to cost you a dime, nor are they cost-prohibitive when more than a few dimes are involved with strategic development and delivery. 

Unlike conventional influencer marketing or endorsements, the two parties/brands largely have equal skin in the game. No monetary compensation may be involved to acquire the other brand’s content and for them to represent you, as is the case with many influencer marketing businesses and payment models. However, the other brand still positively influences your brand and, ultimately, patient traffic. These types of relationships are mutually beneficial; both support each other, and as they say, a rising tide lifts all boats. 

Netting Co-partners

To identify the best strategic partnerships, go back to your fundamentals. What type of patients do you currently have? What patients do you want to have over the longer term? Consider possibilities based on characteristics of your aspirational patient base/community members:

Geography:Account for target neighborhoods, neighboring suburbs and towns, and new and evolving districts within the metropolitan area. 

Complementary Age Groups and Demos: Depending on your areas of expertise and for potential growth, your ideal patient may identify as male or female and may trend older or younger. Here, again, these demographic characteristics are likely shaped by goals and profitable services.

Some brands may resonate more and have similarly aligned customer bases among those practices that focus on hair restoration services versus those whose bread and butter may be rooted in adolescent acne or hormonal hyperpigmentation (like melasma).

Co-branding

Consider what the potential co-brand brings explicitly to your practice. Partnering with a local gym or fitness center makes sense; they bring great value to your practice by helping to extend and sustain the lasting results from cosmetic body contouring services. Consider teaming up with a health-oriented local business, as they support the interconnections between the health and appearance of the skin and overall systemic health. 

These considerations present a great starting point for your communications before officially launching the partnership in the digital space to your respective fans on social and other platforms.

The All-Important Ask

Think like you are preparing for a job interview. How did you prepare? Likely, you conducted as much research about the prospective employer as possible. You strove to demonstrate your knowledge, passion, and interest in the position, office, or group. Practice such due diligence when embarking on a co-brand/partnership. It is essential to do your research and to exercise curiosity for two key reasons:

Protecting yourself and your brand. Assure the business is not going anywhere and has a strong, authentically good reputation in the local area and among existing and potential patient demographics. 

Resonating with the prospective partner.It doesn’t hurt to praise. This is not about flattering for the sake of furthering your agenda. Instead, your praise must be sincere and demonstrate your familiarity with their business and services and how you would align as co-partners. 

Food for Thought

A natural transition into fruitful co-branding partnerships comes from existing relationships, no matter how informal. It is always easier to make the “ask” when you already have even tangential familiarity with said partner. 

The ensuing elements of the brand and partnership must then be tailored to each party’s nature, needs, and goals. It is essential to consider all potential channels and opportunities. 

Likewise, a relationship with a gym or spa could involve offering special discounts to those individuals who sign up for that brand partner’s loyalty program or commit to an annual membership. The sky really is the limit here. 

Be sure to align all these events appropriately and co-branding efforts with your digital or online presence, be it promotions on social, blogs, or your website. And, when in doubt, contact a professional in digital dermatology practice marketing communications. 

Naren Arulrajah

• President and CEO, Ekwa Marketing