Archive for Aesthetic Marketing
Back to the Fundamentals
Posted by: | CommentsThe most successful multi-million dollar aesthetic practices become just that by focusing on and getting very good at the following fundamentals:
- Attracting high-value cosmetic patients
- Qualifying them to ensure they are a good fit
- Converting them when they call and when they come in for a consult
- Retaining them for a lifetime
- Encouraging their referrals
Be sure to set up processes that address each step so you get the most out of each patient interaction.
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Good News/Bad News About Aesthetic Internet Marketing
Posted by: | CommentsFirst the Good News: Roughly 3/4ths of wealthy Americans use search engines when shopping for luxury goods and services (so I’m not talking specifically to searching for aesthetic enhancement but the point still applies). Google dominated the searches with 77%.
Now for the bad news: it led to comparison shopping, even to affluent Americans who did not typically shop by price and comparison.
That means the ease of on-line search and research is re-training consumers who didn’t used to buy by price to now consider it. That’s why your staff often says “they are all price shoppers” about the callers because they are if they’re sitting in front of their computer researching different practices on a particular procedure. The next logical step is for them to call and ask about price because you didn’t give them anything else to consider.
That’s reality and you need to deal with it. Go to your website home page right now and be sure the following are covered:
- - you gotta be different than everyone else
- - have better bragging rights than your competitors
- - be more niched so the visitor says “that’s me”!
- - your copy must be patient-focused on their emotional wants and NOT your ego needs. Tell your patients why they would be making the best choice when they pick you
- - you gotta position yourself as something in the prospective patient’s mind: the cheapest (bad), the most # procedures performed in the area, the only practice with this technology within a 60-mile radius or reassuringly expensive with the ultimate “take care of you” package includes private recovery suite with private nurse, etc.
Source: www.luxuryinstitute.com
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Amsterdam and Plastic Surgery
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Here is a silly picture of me in wooden shoes from my recent trip to Amsterdam. I have to say, it’s a beautiful country full of tulips this time of year and the weather was perfect (everyone told us so every day).
Because I’m always on the look-out for everything “aesthetic” no matter where I am, I looked and looked but came up blank in this country.
I saw one bad boob job on a tourist – that’s it! No face lifts, no overdone face fillers, no big lips, nothing! Even people in the Red Light District were natural. I scanned every publication I came across, but never saw the words “Botox” or “plastic surgery” anywhere.
Maybe it’s the “Coffee Houses” with the sweet smell of funny cigarettes that keep these people from aesthetic rejuvenation, but, whatever it is, they certainly could use it. I’ve never seen so many people smoke so many cigarettes in my life.
I love smoke-free California…
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
I Had No Idea…
Posted by: | CommentsOne of the perks of being in the aesthetic industry is that I get to try new cosmetic treatments and procedures so I take full advantage of that when the opportunity presents itself.
So, I happen to be visiting one of my plastic surgeons who lives nearby because I wanted to drop off some of his patient-attraction Endless Patients tools so I got to stay for a little injectable rejuvenation. Well, he gave me some Botox for the glabellar – normal. But he also put a little filler in there to soften the concave look and give me a fuller look in that area. I can’t say I look 25 again but I can say that was a great little perk!
I’ll bet most of your cosmetic patients don’t know about this little technique. It could be just the differentiator from your competitors you needed. If they don’t do it or they do it but don’t tell anyone, there’s your competitive edge.
So here’s the strategy. Turn that little juicy perk into tons of value for your patient (that equals tons of value and free PR for you as well):
- -Make a 2-4 minute video about it to add to your website under “What’s New”
- -Add that video to YouTube
- -Make a video of your patient talking about it and saying how much they love their result. Add that video to your website, blog and YouTube
- -Write blurb for your patient newsletter and show before/after pics
- -Mail letter to other like-minded patients just like the patient you treated, show before/after pics and include special offer with tight expiration date for them to have it done
- -Turn into a special for the month; i.e., every Botox treatment gets a little free “lift” during the month of May
- -Throw in as a perk when they sign up for laser packages (rather than discounting)
So here’s the point. I’m sure you’ve put your own little spin on almost every procedure you offer. To you, it’s common sense. To your patients, it’s genius! And New. And a “gotta have it” from you!
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
What Do Bad Phones Cost You and Your Bottom Line?
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Who Are You?
Posted by: | CommentsThe more aesthetic websites I look at, the more I see the same things over and over. Same tagline about how much you care about your patients, same image of a super young girl that doesn’t look anything like your “preferred” patients, same-same-blah-blah. That’s not how you get new internet patients to choose you over your competitors.
Break out and be different! Use what you have that nobody else has – your personality!
Nobody is like you, so use that to your advantage. Start with your Home Page: make it a welcome page with a video of you welcoming them. Be yourself. Be authentic. Let the prospective patient see the real you, and they’ll be attracted to your different approach. Talk to them on your video just like you would if they were visiting you in person.
Now add more videos of patients singing your praises. While you’re at it, show a video of your staff and your office; knowing what to expect will make these prospective patients much more comfortable booking an appointment and showing up.
The more personality you can build into your website, the more prospective patients will say yes to you, instead of all the “more of the same” websites and doctors out there.
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
I Didn’t Know You Did That!
Posted by: | CommentsHow many times have you heard, “I Didn’t Know You Did That”? How much has that cost you in real dollars that went to your competitor instead because they were clearer about their offerings?
For example, you could have a patient visiting you for liposuction but not realize you could also help them reshape their nose they can’t stand. Or, a patient can come to you for a tummy tuck and not realize you could also take care of their varicose veins.
If you counted up the lost dollars that are walking out the door, it would most likely be in the tens and hundreds of thousands of dollars. But that’s not all. You are risking the chance that patient will never return again because they have found a new home – with some other practice!
Never take for granted what you think your patients know about you. Display eye-catching menu of services posters, run digital photo frames, include procedure descriptions in your on-hold messaging, and anything else you can think of to ensure you never hear the dreaded, “I Didn’t Know You Did That”.
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
50 Ways to Attract More Aesthetic Patients To Your Practice
Posted by: | CommentsHere’s what other physicians have said about 50 Ways:
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“Your suggestions have doubled my volume.”
Ira Fine, MD – Boynton Beach, FL
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“Just one of Catherine’s strategies nets me on average $2,275 per month with very little effort.”
Dr. Pierre – Thousand Oaks, CA
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“I love 50 Ways to Attract Aesthetic Patients. It includes so many creative ideas I’ve used and gotten great results from. And, because I am not tech-savvy or a graphic designer, I really appreciate your tutorials. They are informative and you made it easy for me to revise the ready-made files.”
Leslie Shaw, Practice Manager – Ottowa, Canada
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Take control of your own destiny and get the proven patient attraction tools that work – 100% Satisfaction Guaranteed.
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Happy Valentine’s Day –
Catherine
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Where Will Your New Patients Come From?
Posted by: | CommentsI just returned from my Mastermind Conference where I hang with a small group of top Marketers in the world to share what’s working and what’s not when it comes to growing a business (or practice).
The consensus was mass external marketing to complete strangers is out and strategic alliance marketing is in. The noise is too loud in today’s massive media explosion for you to be heard.
What will work is having a group of patients who sing your praises to their friend (who believe and trust them). So your job is to make it easy for your patients to brag about you. Here’s one idea that works like a champ:
FACE TIME
Use patient appreciation events and in-house seminars to get face time with your patients and their friends so they see, hear and touch you. They will remember you longer, stay loyal to you and their friends are more likely to choose you now that they’ve spent Live-Time with you.
The bottom line is this: it’s all about the quality of a patient today and NOT quantity. You need solid patients who love you, stay loyal to you, return again and again and refer their friends. Referral systems are a great way to guarantee your patients keep you on their mind even after they walk out your door. I hope you hear me on this one.
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For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
