This Week’s Topic: Heat Up Aesthetic Profits This Summer
Every year around this time, things slow down in my practice (but I still need to pay overhead). I realize patients go on vacation and relax this time of year but what can I do to keep my revenues up during this slow time of year? Dr. F
Hello Dr. F,
Summer is heating up but your phones don’t have to cool down IF you put creative strategies in place.
Granted, summer is not the perfect time for “some” of your cosmetic patients to clamor for invasive cosmetic procedures when they want to be outside playing in shorts and bathing suits. But then again, some patients only have the time in the summer and are willing to use it to get their body back (and their face).
Target your audience. One popular summer audience is teachers that have the summer off. You can also target professionals who have a major summer slowdown at work. Another audience is single Moms whose kids stay with their exes for the summer so they have time to themselves. It’s also a great opportunity to reconnect with those who came for a cosmetic procedure consultation but didn’t book. Be creative.
As long as you give aesthetic patients a logical reason for why you are doing something special, that could be just what they needed to jump off the fence and go for it. However, the offer needs to be worthwhile, exciting and compelling for them to cut into their summertime.
Since honesty is always the best policy, your message could include the fact that the slow summer months give patients more 1-on-1 time with you at a special summer price.
For minimally-invasive cosmetic treatments, offer complimentary consultations along with a skin analysis session, a facial or microdermabrasion treatment and a sunscreen product. Bundle it for an attractive price and give it a theme – “Your Summer Skin Kit” or “Summer Beauty Bundle”
For cosmetic surgical procedures, offer a “Get Your Body Back” package to include a Free 3D imaging session, free post-op garment and include a lymphatic massage for faster healing – all for one summer surgical special price.
Spread the Word
You have your offer, you have your audience, all you have to do now is create and send. Write a thoughtful letter and email that speaks directly to your audience. Here’s an example:
“Things slow down around here in the Summer so I have a more flexible schedule than I do any other time of the year. If you have your surgery/procedure done this Summer or before August 31, you are entitled to (INSERT SPECIAL OFFER). “
To add a sense of urgency, you must add a tight expiration date so they know this is truly a summer special they can’t get later. Before/After photos and testimonials also help to add social proof to your message. Here’s an example:
Let me know how your results go and what works best in your practice to get you through the dog days of summer.
Dedicated to growing your 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