This past weekend, I spoke at a VeinGogh workshop in San Francisco to talk about easy ways for aesthetic physicians to promote vein removal therapies.
Dr. Ronald Bush, MD FACS who is one of the nation’s leading specialists in venous diseases, presented The VeinGogh Ohmic Thermolysis System that treats fine telangiectasia, spider veins and small angiomas, and especially recalcitrant vessels that have shown a resistance to sclerotherapy, laser or IPL treatment. He also did a patient demonstration on a woman with rosasea and it was impressive.
I then gave a talk on how to promote this newest technology and here are the main points I covered:
Provide Tons of Social Proof
It’s so much more compelling and credible for your patients to see and hear results straight from other patients just like them (rather than from you). Patient stories about what their concern was, why they picked you to treat them, the result they got and how much better they are for the experience is golden to the prospective patient who is interested in the same. You can never have too many patient stories or photos or testimonials.
Educate Your Visiting Patients
You can never take for granted your current patients know about every procedure, treatment, service or product you offer. Now Sure? If you have every heard a patient say to you, “Oh, I didn’t know you did that!” and went elsewhere, that tells you your in-house signage is not working. Display an eye-catching digital photo frame and/or menu of services poster in each exam room, hand them out, create a display an FAQ fact sheet, write a consumer report that can be added to your patient information packet, downloaded from your Website or used for networking.
Send birthday cards to your patients and add a compelling vein removal offer so they pick up the phone and call you for an appointment. A patient who cares about their appearance will really care when another birthday is looming before them.
Set Up Strategic Alliances
Develop a neighboring alliance with someone who has a database of clients or patients you would like to serve; i.e., health club, personal trainers, retail shops, hair salon and/or non-competing clinicians. However, this must be a win-win for both parties so talk with them about what works best for both of you. And, you must use props such as pop-op banners and networking cards to help them spread your word to their contacts. And then thank them for each referral.
It makes a lot of sense in today’s social media world to create and maintain your own Facebook fan page. It will help spread your word and increase your search engine optimization. Get a staff person who likes social media to maintain this page for you since you need to keep it alive and active. Consider Facebook advertising since you can target Facebook people who are interested in vein removal therapies.
I’m torn on this one because I’m not sure it’s worth cutting your prices to the bone to attract these price-shoppers. However, a couple of physicians in the audience said they were getting great results from Groupons so I advise you to test it and then track carefully the results you get to be sure it’s worth the time, money, hassle of running lots of prospective patients through your process. I have a saying, “Just because you’re busy, doesn’t mean you’re profitable” so let the numbers tell you if this is a good strategy or not.
For a free download of Catherine’s book here, or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
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