I am hearing this complaint more often now than ever before. It has to do with converting
Surgeons tell me they have a nice office, great staff and they get great results. The problem
they are having is in getting new patient consults to say yes to plastic surgery.
These surgeons are frustrated because they and their staff are spending up to an hour with
the prospective patient educating them and they still don’t book.
So more and more, these practices have a full day of consultations, back-to-back, and NO
booked surgeries or other big-ticket procedures.
What a waste of time and energy.
Now they want to know from me what the problem is and why their consult conversion rate
used to be in the high 70’s for years and now it’s fallen to 25-40%.
- Is it the surgeon?
- Is it my coordinator?
- Is it the patient?
If you too are experiencing lower conversion rates and don’t know why, you are not alone.
Lower conversion rates are affecting more and more cosmetic practices.
It can be so frustrating to put so much effort into the aesthetic patient consultation and get
nothing back in return.
It can also be costly when they DON’T book….
Because the difference between a 30% conversion rate vs. a 50% conversion rate can easily
add up to hundreds of thousands of dollars.
The reality is your efforts don’t count until the patient says YES and PAYS for your services,
So, here are 3 ways you get more prospective patients to say YES rather than, “I need to think
about it” or “I need to talk to my husband.”
#1) Get the right Patient Coordinator in the position of “Consultation
Your coordinator must believe in YOU, your skills as a surgeon, as well as believe in aesthetic
rejuvenation as a great option for prospective patients who want to feel more confident.
If your patient coordinator would never succumb to this world of cosmetic vanity, how in the
heck are they supposed to promote you and your services?
You are looking for someone excited about this industry and it’s even better if they’ve had work
done by you because that turns them into a walking/talking testimonial as to your skills and
But they also need powerful people skills so they can quickly bond with your patients and
comfortably lead them to a decision.
Just be sure you have the right coordinator representing you who looks, acts, feels and
talks the part.
#2) Give your Patient Coordinator the tools needed to bond with
The cosmetic patient is uncomfortable with their appearance so they are feeling vulnerable and anxious.
The coordinator’s job is to put them at ease and reassure them they are in the right place and will be happy with their result once they decide to move forward with you
Your coordinator must have a process set up and powerful questions to ask, as well as tools to use, to help the patient articulate what they want, why they want it and what it will take for them to say YES.
One helpful tool is the initial Cosmetic Questionnaire that helps get the conversation started.
It’s a check-off list of “concerns” the patient has. Think “Problem First – Solution Second” because that’s how your patients are thinking.
#3) Script your Patient Coordinator so they know how to ask for a decision
So many practices have patient coordinators who are nice and look the part but have no idea
how to ASK FOR A DECISION professionally and confidently.
This one skill makes the difference between a 20% conversion rate and a 70% conversion rate.
But like anything else in life, it’s a learned skill. It takes proven strategies and practice.
For example, a trained and skilled patient coordinator is never pushy or aggressive.
They have the words, scripts and processes they follow to “lead” the patient to a decision
that is comfortable for the patient.
For example, a simple closing strategy is the “Choice Close.”
That means rather than the patient deciding a YES/NO question, they choose EITHER/OR
and YES is assumed…like this:
“Sara, Dr. Smith’s surgery days are Wednesdays and Fridays. Which works better for you?”
Now Sara has most likely moved from IF she is going to book to WHEN she is going to book.
It’s a small nuance with a big effect. Try it.
Again, the right patient coordinator who is trained and given the right scripts and strategies
will be a game-changer for your practice revenues.
This position should never be taken lightly or your revenues will suffer.