Medical Makeover Corporation of America (MMAM)
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Makeover Corporation of America is in a hot market with proven technology and techniques
Mr. Birch: I think it is a very exciting market opportunity right now. The growing population in the United States, and particularly the aging of the baby boomers, a large percentage of the population is very interested in improving both their physical appearance as well as how they feel about themselves. I think it is a brilliant industry at a very opportune time.
CEOCFOinterviews: What is the vision for Medical Makeover?
Mr. Birch: Our vision is to capitalize upon the industry and the demographics, to build a comprehensive approach to helping people improve their appearance. This comprehensive approach includes plastic surgery, cosmetic dermatology, cosmetic dentistry as well as hair makeup and fashion advice so that you can create a new physical appearance for yourself. Our strategy is to form comprehensive teams; we are Beta testing this in the South Florida marketplace and as we develop our brand, we will extend this nationally.
CEOCFOinterviews: Will people be coming to one office for these services?
Mr. Birch: First they will come in for a consultation with our registered nurses that are experienced in plastic surgery and cosmetic dermatology, to understand how the process works, as well as to answer any questions and understand our full range of offerings. These clinical coordinators will schedule them for appointments with each of our three specialists. Whenever possible, this will take place in the same location with all the professionals there at the same time. Obviously there are scheduling issues for the patient as well as for the physician but our goal and strategy is to have them in the same location so that we can get the comprehensive care; the team approach is what makes us unique.
CEOCFOinterviews: There are always concerns about the psychological aspect of cosmetic surgery; do you incorporate that concern into what you do?
Mr. Birch: Each candidate will be psychologically evaluated by a medical professional to judge their suitability for the procedures requested.
CEOCFOinterviews: How are you going to reach your audience?
Mr. Birch: We are planning a heavy dose of television advertising as well as print advertising. We are contracted with a media company that is developing our commercials. We are already purchasing commercial time, and developing our print ads and dealing with the local magazines as well as newspapers.
CEOCFOinterviews: Will you be getting referrals through the dentists, doctors and beauty care consultants?
Mr. Birch: We are not looking to take patients away from our affiliates. We are looking into co-marketing opportunities as well as putting on events. We are potentially looking into having our own people in unveilings in different locations as well as throwing events where people can come in through presentations by our professionals, and have a consult afterwards. It is a comprehensive marketing approach with television, print as well as events.
CEOCFOinterviews: There are lots of makeover TV shows today. Is your concept long-lasting?
Mr. Birch: The television shows may be a fad, but the improving of ones appearance is a growing industry and it has been growing for twenty or thirty years. The advances have been miraculous over the last 10-20 years. The number of plastic surgeries, and cosmetic dentistry show that the industry is booming right now. Just look at the caps, and veneers and those types of things being done. The industry itself is a long established and growing industry. The difference is that we are bringing a comprehensive team-based approach to this.
did you conceive the idea for Medical Makeover?
CEOCFOinterviews: Is this going to be a package or can people just get one portion of your services?
Mr. Birch: This is a customized approach and that is why we have the clinical care coordinators. We are not offering one package where you have to get everything. There are certain people that have perfect teeth and have no need for cosmetic dentistry; there are people that have wonderful skin and dont need cosmetic dermatology. It is very much customized to the individual, both for what they need and for what they desire. It is also a time phased-in approach; it is not a quick one-week in and out. This, depending upon how many procedures and what the person actually wants, can take from two to six months. You have to have the procedure, then the appropriate healing time. There is a different phase-in for when you do different procedures, for example, whether you do your teeth before your facelift; those types of issues are all customized to our clients.
CEOCFOinterviews: Are you targeting the upper-end consumer?
Mr. Birch: We are not targeting the extreme upper-end; this is an affordable procedure. We can offer financing and we have a financing partner. This is not the bargain basement; this isnt for the lower end consumer, but for people that make family incomes of $45,000.00 dollars and above. With good credit, they can get good financing plans for this. It is probably not for the highest end people because the very rich go anywhere they want and choose their doctors however they want. This is meant for the mainstream middle class to upper middle class.
CEOCFOinterviews: Will you tell us about the demographics?
Mr. Birch: Our target market is 35 years-old and up; it is 70-75% women and 25-30% male and the male portion is growing. Everyone has talked about the ageing of the baby boomers and the growth of the American population as a whole. All of these demographics work specifically to assist us to grow this business, as well as the increased awareness and interest of people to improve their appearance and their self-confidence.
CEOCFOinterviews: You have recently become a public company; will you tell us about that?
Mr. Birch: We were founded into a small company. The shareholders approached our president, and he presented this idea to him and they were very interested. They were an existing corporation in which we reverse merged. We believe that this is an exciting opportunity and that access to public market is very good for our growth plans as well as to generate excitement into the company.
CEOCFOinterviews: At what stage are you now in reaching your goals?
Mr. Birch: We are filling out our networks of medical professionals. We are creating our commercials, advertising and we will launch in the month of June.
CEOCFOinterviews: In addition to the credentials of your professionals, what do you look for in finding the people you work with?
Mr. Birch: We are looking for team players. Because we are offering a comprehensive approach, the people we work with have to be good team players and that is the only way to give the appropriate care to our clients. It is having all the professionals able to work as a team to make the client appear the way they want to appear. There cant be any kind of politics or turf wars. We have to have dedicated professionals that are looking for the good of our clients.
CEOCFOinterviews: What are your biggest challenges and how are you ready to approach them?
Mr. Birch: Anything in healthcare is driven by two factors; one is client satisfaction, and that is the people that come in for their makeovers, and there is no substitute for excellent client service and excellent results. The next thing is the satisfaction of the professionals you work with; our system has to work well for the physician, dermatologist and cosmetic dentist. It has to flow so that it is easy for them to do their work. The way we address that is the two leaders of the executive team, have extensive healthcare experience working with hospitals and physician groups as well as other types of medical providers. What we see as our role, is to make this work for our clients, as well as our providers.
CEOCFOinterviews: How are you going to maintain that personalized approach as you grow?
Mr. Birch: We do not envision this being a huge clinic based operation where you will walk into a waiting room with forty people waiting. We are looking at multiple sites as we grow. If you typically look, most plastic surgeons, cosmetic dentists and dermatologists work in small practices. What we are trying to replicate is that small practice environment, nice office facilities, quality professionals with quality support staff. Basically, we are trying to personalize it and keep it on a small scale for the individual, while being able to replicate and grow it large as a corporation.
CEOCFOinterviews: What do you do at this point to prepare for many sites?
Mr. Birch: I am
particularly a policies and procedures kind of guy; I believe in the details and the
quality is in the details. Strategy is beautiful but you have to execute it. The
healthcare business is a detail-oriented business. I have run multiple national divisions
of physician companies, where you are not running a large organization but many small
organizations and you have to do things on a detail basis. That is where we are spending
time making sure our policies and procedures are right, our training is good, our
interaction between our corporate staff and our medical providers staff is honed so that
it is transparent. It appears to be a large company and we can still provide the
individual care to the client and the individual care to our medical providers.
Mr. Birch: First, I think it is an exciting opportunity with the demographics. If you look at the T.V. shows, this is free advertising for what we do. We are hitting a very hot market trend with very proven technology and techniques. There is nothing here that is experimental; it is just that we are bringing it together in a team approach. We are doing our Beta test in South Florida because it is a great market for us demographically as well as attitudinally. It is a very good plastic surgery, cosmetic dermatology and cosmetic dentistry market. We should have proof of concept in six to twelve months, at which time we expand to other markets nationally. I would like to emphasis that this is a beautiful growth market of existing technologies and techniques, being put together by healthcare insiders. In addition, we have been in the industry for many years and we have both a patient, client and medical provider focus.
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