This Week’s Q&A Topic: Cosmetic Patient Event: Make Money AND Have Fun
We’d like to do something different to get and keep things busy for the rest of the year. We’ve been talking about doing a patient event but it seems like a lot of work and I’m not sure it’s worth it.
Our local rep put together a couple of small in-house events that were ok but I’d like to do something on a bigger scale if it makes sense.
In your opinion, are patient events worth the time and trouble it takes to coordinate them?
Cosmetic Patient Event: Make Money AND Have Fun
If you could only execute one promotional project this year, you would get the biggest bang for your buck with a patient event.
When done strategically, the benefits are numerous:
- It’s a revenue-generating evening that can be worth up to $45,000 in a few hours or more (depending on which services you’re focusing on);
- You get impressionable and lasting “Face/bonding time” with your current patients which builds loyalty and you’ll also get time with new, prospective patients that builds trust so they turn to you when they’re ready for aesthetic rejuvenation;
- Increases your name recognition and practice exposure within your community and that helps you build strategic alliances in your community who can refer their patients and customers to you;
- Creates memories to help the aesthetic patient remember you when they’re ready
for cosmetic enhancement….even years later; and
- Increases your revenues-per-patient by Cosmetic
Patient Event: Make Money and Have Fun through education;
Now that you know WHY, let’s talk about HOW you coordinate a successful and profitable event. Here are the three important areas to focus on to ensure a successful and profitable patient event:
Involve Your Vendors
Vendors can be extremely helpful to you. They want to help you promote their products and services so let them. They can help you with food, printing costs, product and/or samples and gift baskets so work with them. They do the “selling” that evening so you and your staff can relax and schmooze.
Promote Your Event
Spread the word so everyone knows about your patient event. Of course you want to invite your current patients but you also want to invite THEIR friends, family members and colleagues.
You even want to invite those patients who came in for a consultation but never booked and even long-last patients interested in reconnecting with you. What a great reason for them to re-engage with you.
And, of course, use all of your social media channels to promote your patient event to prospective patients who follow you on FaceBook and twitter and are ready to meet you in person.
Avoid Event No-Shows
Half the battle is getting the attendee to RSVP and the other half is for them to actually show up to the event. Life, husbands, kids can get in the way so don’t take this part for granted.
When the caller RSVPs initially, ask for their name, email, cell and be sure they know they can bring (the more, the merrier). Tell them you’ll be calling to remind them 24-48 hours ahead of time. Send email reminders a few days and the morning of the event and include photos of your office prepping for the event to build excitement.
Need more to turn your patient event into a big money-maker?
Join me on this Free Webinar:
Thursday, September 21st
12 Noon (EAST) / 9 AM PDT (WEST)
3 PM PDT (EAST) / 12 Noon (WEST)
In this online training, you’re going to discover:
- How you turn your event into a money-making machine that gives you a return on your investment for years to come;
- Who should be at your event to build up your word-of-mouth referral sources;
- What you and your staff should focus on during the event to make all your hard work pay off big time!
What has worked well at your own events?
Catherine Maley, MBA is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars. | View Author Profile | Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying