Plastic Surgery Marketing Tips for the Aesthetic Practice
By: Catherine Maley, MBA, Author, Your Aesthetic Practice
You cannot be successful in aesthetic medicine without a steady stream of plastic surgery patients coming to you – period. But how do you attract, convert and retain them in today’s competitive environment? The answers are below.
The female aesthetic patients’ wants, needs and concerns are complex and ever-changing. Rather than a goldmine, it can be more like a mine field to understand these patients and why they chose you over all the others, stay loyal to you and refer their friends to you.
You Are in an Enviable Position.
You cater to a very hungry market – the plastic surgery patient who wants to look and feel good and will invest their time, money and effort to do so.
Think about it. The patient who cares about their appearance has a built-in need now and for years to come because if they care today how they look, they are really going to care as the aging process takes an even bigger toll.
So, putting in the effort up front now to attract these aesthetic patients to your practice and nurturing those relationships will prompt them to return again and again for procedures, treatments and products to help them look and feel good.
10 Plastic Surgery Marketing Tips
Here are 10 plastic surgery marketing tips to growing a multi-million dollar aesthetic practice:
Tip #1: Target Higher-Value Patients: Identify who your high-end (mature and affluent) patients are and then focus 80% of your efforts on them.
Tip #2: Understand the Decision-Making Process of an aesthetic patient: Help your patients make a good decision by assuring them with social proof they will be happy with their decision.
Tip #3: Make the Aesthetic Patient Feel Special: The more special you can make the aesthetic patient feel, the more likely they are to connect with you, open up and say yes to you.
Tip #4: Increase Revenues-Per-Patient: You are leaving money on the table if your patients don’t realize everything you offer. 20% of your AP would buy much more from you if given the chance. 5% of those would buy even more.
Tip #5: Stop Ignoring Your Aesthetic Patients: The #1 reason patients leave your practice is not because of a bad result. And, it’s probably not because they didn’t like you and your staff. It’s because of your indifference.
Tip #6: Encourage Referrals: At least 70% of your new aesthetic patients should be coming from your current patients.
Tip #7: Reactivate Your Lost Patients: It’s always faster, cheaper and easier to reconnect with patients who have visited you before than it is to attract total strangers to your practice.
Tip #8: Create a WOW Patient Experience: Aesthetic medicine is all about the relationship the patient “feels” they have with you.
Tip #9: Build Your Credibility Through Strategic Alliances: Get someone else credible to sing your praises to their own database of patients, customers or clients.
Tip #10: Make Your Communications Personal and Timely: There are certain times of the year your aesthetic patients will most want to hear from you.
The most valuable asset you have is a list of high-value plastic surgery patients and prospective patients who care about their appearance.
The patient who already knows you, likes you and trusts you is golden to you. They have endless needs you can address for years to come. I guarantee, they want to hear from you, be educated about the youth-defying opportunities available to them, and they want to feel a connection to – YOU!