Archive for Business Growth
Set Up System for Referrals
Posted by: | CommentsIf 70% of your new aesthetic patients are not coming from current patient referrals, shame on you.
Today’s fragmented media outlets have your preferred patients scattered all over the universe so there’s no easy way to get to them so you have to spend way more money trying to be everywhere they are – very expensive, tiring and ineffective.
Truly successful aesthetic practices know that word-of-mouth referrals are the life blood of their practice and well worth the effort.
The majority of patients I interviewed for my book, Your Aesthetic Practice, told me they would have referred you to others if they were only asked.
You cannot take patient referrals lightly.
Set up systems to help ensure your patients brag about you to their friends and family.
And, then by all means, thank your patients through personal thank you calls, thank you note cards and thank you gifts.
Your patients must feel appreciated and encouraged to refer to you because behavior that is rewarded is repeated.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
Reactivate Your Lost Patients
Posted by: | CommentsAfter your current patients, the next group of aesthetic patients to concentrate on are those lost patients you haven’t seen in over a year.
The good news is that while it takes 10 times the effort to gain a new aesthetic patient, it can take much less to win back a patient who already knows you. It’s well worth the effort to develop a campaign to win back your long lost patients – no matter why they left you in the first place.
Some reasons your aesthetic patient left your practice:
- - Perhaps the patient was having a bad day when they visited you and couldn’t connect with your staff.
- - Perhaps your staff was having a bad day and scared them off.
- - Perhaps you made them wait too long.
- - Perhaps they saw dust and clutter in your office and were turned off.
- - Perhaps they went to your price-discounting competitor and want to return to you but are too embarrassed.
Well, you are never going to know unless you reach out to them….
It costs a small fortune to acquire a new aesthetic patient – but it costs next to nothing to keep them. The financial beauty of this relationship-based practice is to dramatically decrease your marketing and advertising costs since you are nurturing your patients and growing organically with their word-of-mouth referrals.
Winning back these lost patients will take extra effort. If they left you because they didn’t feel they were treated special, you’ll want to put in extra effort to make them feel wanted. Personalize your communications to them to get the point across how much they are valued by you.
Tip: Aesthetic medicine is all about the relationship the patient “feels” they have with you and how they “feel” when they are in touch with you – either on the telephone or in person.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
How a Multi-Million Dollar Practice Becomes Just That
Posted by: | CommentsThe multi-million dollar practice becomes just that because they get good at the fundamentals which are to:
- - Attract high-value patients
- - Qualify them to ensure they are a good fit
- - Convert them to procedures, treatments and products
- - Retain them for a lifetime
- - Testimonials – document all the good things they say about you
- - Referrals – continually encourage referrals from other like-minded patients
The successful aesthetic practice realizes every step in the patient’s experience is vital so they spend time, money and resources to train, retrain, enforce, and reinforce never-ending improvement in their staff, in their processes and in their promotional efforts.
They see the value of one patient and do all they can to attract, convert, nurture and retain that patient as well as their friends, family and co-workers.
They most likely are no more skilled than you are in aesthetic medicine; however, they are skilled at patient relations and promotion. Those skills make the difference between a 6-figure and 7-figure aesthetic practice.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
Fix Your Phones
Posted by: | CommentsWe offer a mystery-shopping service for our clients. That means we call their office many times asking various questions about their services and then we critique them to determine how the calls could have been handled better.
Boy, do we get an earful! Many of these calls go so poorly that when I report back to the doctor my findings, they almost don’t believe what I am telling them we heard. They are sure I’m exaggerated so, we now tape these calls.
I continue to be amazed at how much physicians complain to me their business is down, their schedule has holes in it and their marketing doesn’t work when I know their issue is “bad phones”. Nothing else you do means anything if the patient can’t get through, is put on hold or is handled in a curt way. Almost as bad is a nice person answering the phone but having no idea how to answer questions and not having enough sense to admit it, get the caller’s name and promise to have a more knowledgeable staff person call them back with the answers to their questions within the hour.
The average practice loses more than ½ million dollars per year on bad phone techniques. Please get your front office staff trained properly on how to answer the phone, bond with the caller, answer their questions and book the appointment. It could make the difference between thriving and surviving this year.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
What’s the Objective of Your Website Home Page?
Posted by: | CommentsMost doctors get this wrong. They truly believe the home page is designated to tell the prospective patients all about them, their credentials, skills, expertise and then the laundry list of services they offer.
I guarantee – that’s not it! The true objective of your Website Home Page is to get the casual web surfer to stop-notice-act once they land on your site. How do you ensure that happens? You answer the burning question most on the prospective patient’s mind which is,
“Hey, what’s in it for me?”
The secret is to talk about the patient first – not you. They don’t care about you – yet. Right now, all they care about is do you have a solution to what is bothering me right now? That can be a tall order; however, because you offer many services which is why the most sophisticated practices put up separate Websites for different procedures.
A typical aesthetic consumer is looking for information to a specific procedure so design your Website to give that to them in the form of free reports and videos they can view when they provide their name and email so you can follow-up. Start with emotional copy that addresses their fears and apprehensions, show lots of before/after photos and as much social proof (patient testimonials) as possible. Then, get into you specifically.
I guarantee if you first give the patient what they want which is information, they will then be much more open to learning more about you.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
How Do You Follow Up After the Patient Consultation?
Posted by: | CommentsYou may be under the belief that once a prospective patient leaves your office without booking the procedure you and your office just spent an hour talking about, all is lost. You may be assuming they weren’t interested or they got sticker shock or they just chickened out. Not necessarily….
Patients today can be fickle consumers who shop around. There is a very good chance they visited you as well as several of your competitors so they feel as if they can make an educated decision based on comparison shopping.
Let’s say you did everything right and now you are stuck because you don’t know how or even if you should follow up for fear of looking as if you are chasing the patient. Fear not! Use these tactics to follow up professionally and close the procedure:
- Send a handwritten note to the prospective patient immediately. Express how much you and your staff enjoyed meeting them and that “Sara” will be following up on Friday if you don’t hear back sooner;
- Now be sure Sara calls back on Friday to check in to see what additional questions they may have and then attempts to close the procedure;
- Have your patient coordinator call the patient with an important development that just came up; i.e., CareCredit is offering a new 0% financing program or there’s been a cancellation so if they can book now, they can save $500 or whatever.
- Lastly, mail/email them a current article you just found on the Internet talking about the very procedure they are interested in and, again, ask for a decision
And, if none of that works, simply add them to your database so they can receive your invitations, newsletters and email blasts because you just never know when they are ready for you.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
Back to Aesthetic Marketing Basics
Posted by: | CommentsWhen you first started out, what did you do to grow your practice?
I’ll bet you read books on business and or marketing since you learned nothing about that in medicine school. You probably talked to other colleagues as much as you could to learn what they were doing or did to grow a patient database quickly so you could do the same. You most likely networked like crazy in your community and offered to speak to groups who could potentially become aesthetic patients for you.
And, when you did have patients come to you for aesthetic enhancement, I’ll bet you treated each patient with kit gloves by giving them your undivided attention, the friendliest service and the best result possible so they would return and bring their friends with them.
So, do you still do those same things that made you successful to begin with?
If not, why not?
During these crazy economic times, now is the perfect time to get back to the basics that made you successful. Reconnect with your patients who know you well and tell them you want more patients just like them. Get their input on what you could do to attract more patients to your practice. I guarantee they have lots of good ideas as well as contacts.
It’s human nature to help someone you like when you are asked so start talking to your patients to get things moving. They want you to succeed!
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
How To Follow Up With Prospects Without ‘Scaring’ The Patient Away
Posted by: | CommentsIf you have spent the time to bond with the patient and truly listen to them, they’ll tell you what they think, how they feel and where they’re at in the buying decision. It’s when you haven’t built a relationship with the patient that you feel like you’re chasing them down for an answer.
If the patient tells you they have to “think about it”, try to think with them. Ask what their sticking points are so you can address them. Then, ask if there’s anything else since it often takes a couple of questions to get to the real objection. If that doesn’t help, set up a follow up day and time before they leave the office, while they are sitting in front of you, so they expect your call.
Another follow-up idea that works well is to leave out one important point from your consultation with the patient so you can follow-up and let them know you forgot to tell them something. This could be just what they needed to jump off the fence.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com . Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
Increasing Aesthetic Revenues In A Challenging Economy
Posted by: | CommentsGive your patients affordable solutions for their concerns .
Your goal should be to keep your aesthetic patients coming to you no matter what is going on in the economy or your practice. Trust me, if they were interested in looking good last year, last month and yesterday; they are still interested in looking good this month and this year and next year, but you need to help them! They need cost-effective interim solutions to hold them over while money is tight.
This is the perfect time to offer them “beauty on a budget”. So, for those who were considering facelifts should be educated on fillers. Those who were interested in fractional resurfacing should now be educated in microdermabrasion and peels.
The point is to keep them returning to you and your staff. You never want them to wander off to someone else since they may never find their way back to you.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com . Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com
There are Only 3 Ways to Grow Your Practice
Posted by: | CommentsThere are really only 3 ways to build and increase your practice revenues:
- 1. You can increase the number of patients
- 2. You can increase the average transaction per patient
- 3. You can increase the number of times a patient buys from you
The following success strategies will address all three and, if implemented, will result in doubling or tripling your personal income without much of a difference in your operating costs.
Please follow. me in my next 7 posts as I bring you these Successful Strategies to grow your practice
Need more tips, tactics, strategies and resources to drive patients to your practice? Please watch my free videos by filling out the form to the right, now.
Thank You, and I encourage you to leave any comments or questions below.
Article by Catherine Maley, MBA, Author, Your Aesthetic Practice and President, Cosmetic Image Marketing
