Some dermatology clinics sell sun protective clothing to their in-office patients. But is this the right move for your clinic? Before you decide, consider the following:
• Review the demographics of the clientele, both age and financial means, suggests Donna Avery, Coolibar, chief executive officer.
• Request documentation to verify that all materials have been tested for their Ultraviolet Protection Factor.
• Test several items to see how they performed and to ascertain the comfort and style. “Ask for a sample, or purchase one at wholesale cost to check them out…just like any other retailing buyer might do,” says Robbin Lacy, vice president, Sun Day Afternoons.
• Think point of sale. A merchandising plan could include a display rack in a medi-spa setting or in a general dermatology office, catalogues can be on hand or behind the counter for patients to look through. If cash sales are allowed, change should be available. Alternatively a credit card machine will cover 90% of sales, says Lacy.
• Test the waters. Big orders are not necessary. “Most clothing manufacturers have wholesale prices that allow a keystone markup, and will offer terms for payment, upon approval of financials,” says Lacy. “I like to offer a sales guarantee to new offices to allow them a break in period on merchandising. An office manager or a nurse will most likely conduct the majority of sales. For headwear, I suggest a 2 dozen minimum, to offer selection and stimulate interest. Bigger clinics have bigger displays with a few dozen hats on display. Others may just offer 1 style hat, like our Adventure Hat, in 1 color.” Remember to have a mirror on hand for those trying on hats.
• Make inquiries regarding returns. Return policies vary from company to company. Lacy notes, “I will make sure that the derm office has all the tools they need to have sell thru, and if they have some problems, such as non-selling items, I will exchange or refund, pending the item is in new and re-sellable condition.”
• Direct patients to a provider’s website. Another option is to show samples of fabrics or styles and direct patients to a provider’s website. “Codes can be used to attribute sales to the office that created them,” explains Avery.
• Embrace a growing trend. More dermatologists are getting into retailing, especially younger dermatologists looking at preventive and holistic care, Lacy notes. “They understand that after a clinic procedure, the patient may be in a vulnerable and skin sensitive state that mandates immediate UV coverage. This will guarantee that the derms protocol begins at the office door, not a few days later after being possibly exposed to UV radiation again. In the past, it may have been a conflict of interest to sell that which one prescribes, but not anymore. Hats are sold as a MSRP like all other stores, so there is no profiteering,” he adds.
• Consider expansion. Sun wear is often complimented with other merchandise such as sunscreens, skin lotions and other over-the-counter merchandise. Dermatologists can start with hats, and expand in the future.
Some dermatology clinics sell sun protective clothing to their in-office patients. But is this the right move for your clinic? Before you decide, consider the following:
• Review the demographics of the clientele, both age and financial means, suggests Donna Avery, Coolibar, chief executive officer.
• Request documentation to verify that all materials have been tested for their Ultraviolet Protection Factor.
• Test several items to see how they performed and to ascertain the comfort and style. “Ask for a sample, or purchase one at wholesale cost to check them out…just like any other retailing buyer might do,” says Robbin Lacy, vice president, Sun Day Afternoons.
• Think point of sale. A merchandising plan could include a display rack in a medi-spa setting or in a general dermatology office, catalogues can be on hand or behind the counter for patients to look through. If cash sales are allowed, change should be available. Alternatively a credit card machine will cover 90% of sales, says Lacy.
• Test the waters. Big orders are not necessary. “Most clothing manufacturers have wholesale prices that allow a keystone markup, and will offer terms for payment, upon approval of financials,” says Lacy. “I like to offer a sales guarantee to new offices to allow them a break in period on merchandising. An office manager or a nurse will most likely conduct the majority of sales. For headwear, I suggest a 2 dozen minimum, to offer selection and stimulate interest. Bigger clinics have bigger displays with a few dozen hats on display. Others may just offer 1 style hat, like our Adventure Hat, in 1 color.” Remember to have a mirror on hand for those trying on hats.
• Make inquiries regarding returns. Return policies vary from company to company. Lacy notes, “I will make sure that the derm office has all the tools they need to have sell thru, and if they have some problems, such as non-selling items, I will exchange or refund, pending the item is in new and re-sellable condition.”
• Direct patients to a provider’s website. Another option is to show samples of fabrics or styles and direct patients to a provider’s website. “Codes can be used to attribute sales to the office that created them,” explains Avery.
• Embrace a growing trend. More dermatologists are getting into retailing, especially younger dermatologists looking at preventive and holistic care, Lacy notes. “They understand that after a clinic procedure, the patient may be in a vulnerable and skin sensitive state that mandates immediate UV coverage. This will guarantee that the derms protocol begins at the office door, not a few days later after being possibly exposed to UV radiation again. In the past, it may have been a conflict of interest to sell that which one prescribes, but not anymore. Hats are sold as a MSRP like all other stores, so there is no profiteering,” he adds.
• Consider expansion. Sun wear is often complimented with other merchandise such as sunscreens, skin lotions and other over-the-counter merchandise. Dermatologists can start with hats, and expand in the future.
Some dermatology clinics sell sun protective clothing to their in-office patients. But is this the right move for your clinic? Before you decide, consider the following:
• Review the demographics of the clientele, both age and financial means, suggests Donna Avery, Coolibar, chief executive officer.
• Request documentation to verify that all materials have been tested for their Ultraviolet Protection Factor.
• Test several items to see how they performed and to ascertain the comfort and style. “Ask for a sample, or purchase one at wholesale cost to check them out…just like any other retailing buyer might do,” says Robbin Lacy, vice president, Sun Day Afternoons.
• Think point of sale. A merchandising plan could include a display rack in a medi-spa setting or in a general dermatology office, catalogues can be on hand or behind the counter for patients to look through. If cash sales are allowed, change should be available. Alternatively a credit card machine will cover 90% of sales, says Lacy.
• Test the waters. Big orders are not necessary. “Most clothing manufacturers have wholesale prices that allow a keystone markup, and will offer terms for payment, upon approval of financials,” says Lacy. “I like to offer a sales guarantee to new offices to allow them a break in period on merchandising. An office manager or a nurse will most likely conduct the majority of sales. For headwear, I suggest a 2 dozen minimum, to offer selection and stimulate interest. Bigger clinics have bigger displays with a few dozen hats on display. Others may just offer 1 style hat, like our Adventure Hat, in 1 color.” Remember to have a mirror on hand for those trying on hats.
• Make inquiries regarding returns. Return policies vary from company to company. Lacy notes, “I will make sure that the derm office has all the tools they need to have sell thru, and if they have some problems, such as non-selling items, I will exchange or refund, pending the item is in new and re-sellable condition.”
• Direct patients to a provider’s website. Another option is to show samples of fabrics or styles and direct patients to a provider’s website. “Codes can be used to attribute sales to the office that created them,” explains Avery.
• Embrace a growing trend. More dermatologists are getting into retailing, especially younger dermatologists looking at preventive and holistic care, Lacy notes. “They understand that after a clinic procedure, the patient may be in a vulnerable and skin sensitive state that mandates immediate UV coverage. This will guarantee that the derms protocol begins at the office door, not a few days later after being possibly exposed to UV radiation again. In the past, it may have been a conflict of interest to sell that which one prescribes, but not anymore. Hats are sold as a MSRP like all other stores, so there is no profiteering,” he adds.
• Consider expansion. Sun wear is often complimented with other merchandise such as sunscreens, skin lotions and other over-the-counter merchandise. Dermatologists can start with hats, and expand in the future.
