Regardless of how much the media scares the general public, the good news is that vanity knows no bounds and is a strong motivator. A true aesthetic patient will do whatever is necessary to look and feel better. For now, they may pull back on the more extreme and expensive procedures; however, they will do something to regain what they believe they have lost to look as good as they feel.
Let’s also remember there are 76 million baby boomers that are not looking forward to getting old and they still have the disposable income to slow the aging process. They are the least likely to be affected by what’s going on and the last affected.
So one of your strategies should be to target your older, more mature patients versus your younger patients, which makes sense considering that they’ll have more aging issues than your younger patients. Since they’ve been around longer, they are facing sun-damaged skin, wrinkles and sagging body parts.
When times are tough and finances are stretched, your aesthetic patients need to dig deeper for a reason to see you as well as a reason to give up their money; especially if they’re not sure they will have any in the near future. A majority of your patients will continue to want, need and find the money for rejuvenation procedures because they want what they want and can’t stand looking old. They may also be experiencing life-changing events such as a marriage, divorce, layoff or new job opportunity so they have built-in emotional reasons for wanting aesthetic enhancement.
Get Your FREE Marketing Checklist on www.CosmeticImageMarketing.com and see how you compare to top aesthetic practices. Catherine’s firm specializes in attracting cash-paying patients to a medical practice using PR, advertising and creative marketing strategies. Catherine can also be reached at (877) 339-8833.
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