This Week’s Question: Double Cosmetic Revenues Next Month
I need to double my revenues next month. We are behind in our numbers
this year thanks to a weak summer so I need to catch up.
My staff thinks we should run special promotions to attract new patients
to the practice.
Most of what we have tried in the past has bombed so I don’t want to
throw any more money at marketing that doesn’t work.
What can I do to double our revenues next month?
Hello Dr. M,
Thanks for asking a great question. Your timing is excellent.
Special Promotions are ubiquitous in our cosmetic industry due
to heavy competition and the sheer saturation of marketing messages
coming at your cosmetic patients from all directions.
Because there is so much noise out there, it’s a big deal for a
prospective cosmetic patient who is thinking about rejuvenation
to stop long enough to see you, hear your message, and respond to
it by contacting you. Then they have to show up and say yes to you.
It is no easy task to make all of that happen.
It helps a lot when your special promotion includes all the right
elements such as a great message, social proof, and especially a
“Call to Action” to:
#1) Get the viewer to respond now rather than ignore your message
or procrastinate and forget to respond at all; and to
#2) Help you track your results so you know it was/wasn’t worth the
time and money put into creating it.
I have tested many Special Promotion strategies throughout my 16 years
and here’s what has proven to double your revenues fast:
The trick is to go around the noise rather than compete with it.
What I mean is rather than throw a message out into the
entire world to see if anybody Stops – Reads – Responds to it, you be strategic.
Instead, you send a very specific message to a very specific group of the most
likely group of potential cosmetic patients who would be interested in that
particular message AND you use a media channel that THIS group most likely uses
to get information.
For example, let’s say you really like to perform Mommy Makeovers.
Now think about the typical patient you get for a Mommy Makeover…
-Is it someone who still has young kids in school?
-Is it someone who wants to get their sexy back?
-Someone who is newly single and looking for renewal?
Once you know that, you’ll be able to better target your message to that specific
group. Now you will have a tendency to say to yourself, “but I don’t want to limit
this to one group.” While I understand what you’re saying, here’s what the data shows:
You will get a much better response talking to a specific group than you ever will
watering it down to talk to ALL groups.
And, since you know your demographic market, be where they are. That means
you want to advertise in the magazines they read, the Websites they hang out on,
the events they attend and so on.
The reason this works better is because you have risen above
the noise and the endless barrage of messages and you focused.
In this case, less REALLY IS more. You will spend less money
but get a much better result because you went for Quality
rather than Quantity.
To see more examples of Special Promotions proven to work fast
and NOT work at all,
Attend my next FREE training
This Webinar is no longer available, please check out our online store for tools to help you with patient attraction, conversion, follow up and retention.
At this training, you’ll discover:
– What aesthetic patients are responding to NOW;
– What’s NOT working that’s giving you false hope but will blindside you when you
DON’T bring in the revenues you expected;
– The easiest way to boost your revenues NOW without adding new staff or
I will lay out the strategies, along with samples and results so you KNOW what
to do to have a blockbuster month.
Are YOU on target to reach your 2016 revenue goals?
If so, what did you do to make that happen?
If not, what is holding you back?
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