Recognising the ideal client: using personas to enhance your brand communications
Jason Ratcliffe · Journal of Aesthetic Nursing · 2014
In his third article on brand development, Jason Ratcliffe highlights the benefits of incorporating client personas into clinic marketing programmes. Persona-based marketing can be used for several client groups who present to aesthetic clinics. By building the persona of busy sales manager ‘Jo’, Jason links information about her career, media use and lifestyle to potential aesthetic clinic communications