Welcome to October’s Go Pink. Changing weather means autumn is in full swing with warm days, crisp nights, and pink ribbons. This makes for a great marketing opportunity with Breast Cancer Awareness Month. It’s time to Go Pink and raise awareness of one of the leading causes of death in women, breast cancer. According to Cancer.org, about one in eight (12%) women in the United States will develop invasive breast cancer over the course of her lifetime. About one in 38 of these or 2.6%, will die from breast cancer. The chances of survival are higher when the cancer is caught in its early stages — raising awareness can save lives.

GAME PLAN

Promoting breast cancer awareness can provide excellent local PR opportunities. Skin care professionals can write a press release and send it out locally. This can be followed by a post on their website blogs. Don’t be afraid to take advantage of the positive light these events can shine on any practice while helping focus light on a great cause. Here are some ideas to get started:

Celebrate breast cancer survivors by dedicating a day to feel beautiful for a small group of these courageous fighters. Offer a free miniature-treatment session to these brave women (and men who suffer from breast cancer). Provide special pricing on treatment packages especially designed for October.

SEASONS

Changing weather also means that skin textures start to change as the reduced humidity of fall and winter dry out the skin, adding to any summer sun damage. The rigors of cancer treatment can also damage skin. Put together natural skin care product combinations for people undergoing treatment and offer special pricing. Add a note of encouragement and tuck it inside of the package or basket. Presentation is most important for gift giving. Don’t forget to add the pink bow. Thoughtfulness will not only be appreciated; it will build loyalty. Word of mouth marketing will be the biggest reward.

Hold a fundraiser with a percentage of proceeds going to breast cancer research. Consider collaborating with a community charity like the local Susan G. Komen Foundation. Choose a breast cancer charity. Think out of the box. Here are some creative ideas; hold a breast cancer walk and ask participants to get sponsors to donate to the cause. Customize spa T-shirts for all participating. Give away pink ribbons to raise awareness and encourage donations to the cause. Sell commercially bottled, pink lemonade and pink sugar cookies with all proceeds going to fund research. If an in-person event is not possible, host a virtual event.

Virtual events can be highly successful. Engage the community to be a part of the events. Consider hosting a virtual silent auction with proceeds going to the cause. Ask local businesses to donate items. Another idea is to simply ask for breast cancer donations on social media and within the practice. Encourage participation by giving a $50 gift certificate to anyone who donates $25 to breast cancer research within the clientele.

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought-after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, and Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3