Work out a plan to follow

In the fourth of her essential series for doctors in the aesthetics world, Pam Underdown shows why you must have a marketing plan.

One of the most vital aspects of any business is the marketing plan, but it’s sad that many businesses don’t have one.

But what is even sadder is that in a high proportion of those businesses which are destined to fail in their first year – now as high as one in two – the lack of a plan is cited as one of the main reasons for failure.