Catherine Maley, MBA - Attract More Patients and Profit » Business Topics from Catherine Maley Cosmetic Marketing Expert

High-Ticket Patients Exercise

Catherine — Fri, 08 Apr 2011 23:05:00 +0000

Plastic Surgeon Marketing Exercise for High-Ticket patients

——–

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.

Customizing and Tailoring for Patient Needs

Catherine — Fri, 03 Dec 2010 17:59:38 +0000

It’s imperative you know what your patients want, what they think about you and your staff and how to set expectations so the patient is satisfied. So satisfied, in fact, they return again and again and bring their friends with them.

However, due to job loss, the credit crunch, etc., patients today need to be surer than ever their investment will be worth the time, money and effort.

That means this is not a one-size-fits-all strategy. Because if the patient thinks you are offering them a cookie cutter approach with no regard to their preferences, you will lose this patient as well as their future revenues and referrals.

I researched consumers personally to learn, first-hand, what they were looking for when searching for an office and physician to perform cosmetic enhancements and I compiled my results in my book called Your Aesthetic Practice/What Your Patients are Saying.

It became apparent early on I could not generalize about patient relations, especially when it pertained to patients’ preferences. Everybody was so different and their perceptions were so varied. Here are some examples:

(a.) While some thought an aesthetically gorgeous office indicated pride and success; others thought it was over the top and intimidating
(b.) While some thought the physicians did not spend enough time with them and felt rushed; other patients thought too much time with them made them wonder why the physician wasn’t busier, and
(c.) While some thought the physician was so thorough explaining the various procedures available, others felt oversold and confused with so many options and

could not make a decision.

When the patient was probed further as to why they chose one particular physician over the others, the consistent answer was the patient felt a “connection” with that physician. Their “gut” feeling or intuition was telling them this was the right physician for them. They had developed rapport and trusted that that particular physician understood them and would give them the best possible result.

Creating Rapport is Essential

You cannot (or should not) start the consultation process until you have build rapport with the patient. Rapport is that bond you build with your prospective patient so they like you, trust you, open up to you and are open to what you have to say. It’s the single most important personality skill an aesthetic physician needs to be successful.

How do you Create Rapport?

You build rapport by creating or discovering things in common with the patient. That can be as simple as talking with the patient about who referred them to your practice or learning more about their profession and their family. The point is to show interest in the prospective patient as a person first; patient second. You can easily get this information from the patient information form sitting right in front of you. Just glance at it before entering the exam room.

Another great rapport building skill is the art of listening. Patients need to be heard and understood. There is an old saying that says before you can be understood, you must work to understand and that is truly the case here. The physician who listens without interrupting, nods, takes notes and asks clarifying questions wins rapport with the patient.

Mirroring is another way to build rapport. That means mimicking your patient’s breathing patterns, posture, tonality and gestures in a discreet way. People feel comfortable with people they believe are like them and mirroring will make that happen. So, if the patient talks fast, you talk fast. If the patient talks loud, you talk loud; if the patient is meek and quiet, you slow things down. Use the same terms and phrases the patient uses and be sure to avoid any jargon that the patient won’t understand.

If the above rapport-building skills are executed correctly, the patient will feel as if they have found their perfect choice, someone who understands and who can relate to them.

Educating Your Patient and Setting Expectations

Again, when I asked the patients in my survey how they knew their expectations were being met, their concerns were being addressed and recommendations were explained, I got different answers. Why?

Because there are three different learning styles – visual, auditory and kinesthetic. Visual people want to see the results; Auditory people want to hear about the results; and, Kinesthetic people want to touch and feel the results. Everybody have elements of all three modes but usually one mode dominates decision-making and learning processes and how patients perceive information. So, you want to present your message in a way that gets through to the patient in the way they understand it best.

The easiest way for that to happen is to include all three modes of learning for everyone – something visual, something auditory and something kinesthetic. You should show them things, let them hear things and you should attach feelings and emotions to them.

Some suggestions to use to help in this process during the consultation with the patient is using your hand, your mirror and a Q-tip to show patients facial skin lifting procedural results,

show them before and after photo albums of patients who were striving for similar results; especially those who share the same age, gender and ethnicity.

Computer imaging was overwhelmingly desired for illustrating results specific to the patient and videos of procedures and taped patient testimonials is well received, especially when explaining complex procedures. You can always have your prospective patient call former patients who are satisfied and be sure your patient information packets that are handed out to the prospective patients include any press you’ve received, articles you’ve written, your credentials, your practice brochure – anything they can touch and feel.

The Perfect Consultation

Here is a description of the elements needed to carry out a successful aesthetic patient consultation. The following is from the patient’s perspective and based on my survey findings:

1) Knock on the door gently, greet the patient by name, introduce yourself while looking him/her in the eye and shaking hands

2) Spend 1-5 minutes learning more about the patient as a person.

3) Hand them a mirror while asking, “Tell me what you would like to improve?”” or “What can I do for you today?”

4) Listen – while they tell you – nod, look them in the eye and take notes so they know you are listening and understanding.

5) Now, ask open ended questions to determine if the expectations are reasonable, the results can be reached safely and they are rational about the process.

6) Determine where they are in the process by asking “What is most important to you when picking a Cosmetic physician?” or “Have you talked with anyone else and, if so, what can I

tell you that you don’t already know?”

7) Be sure they have completely and thoroughly relayed their concerns to you before you respond to them. It can be very tempting to interrupt with your recommendations but you’ll get their attention much faster if you first give them your undivided attention.

8) Always show respect for the patient. Even though you are the expert and know more, arrogance does not sell. If you come across as demeaning or condescending, you’ll drive the prospective patient away.

9) Use words a layperson understands, be concise and keep it simple.

10) Repeat back briefly to the patient the main points you heard such as intended outcomes and the patient’s concerns. Ask them if you have left anything out.

11) Now, qualify and differentiate yourself. The prospective patient needs to know you are well qualified in this procedure.

12) Look them in the eye to let them know you are confident, skilled and experienced. You have performed many of these surgeries or treatments with excellent results and you will do the same for this patient.

13) Reassure them that you can meet their expectations. Let them know you understand their concerns and fears so they trust you and your recommendations.

14) Remember there is no room for bad-mouthing your colleagues. It puts you in a bad light and makes you look worse than your competition.

15) Prepare and rehearse a closing statement that sounds natural. Tell the patient you look forward to working with him/her to help them look their best and you hope to see them again soon.

By treating every single prospective patient as a person first, patient second, developing rapport and gaining trust, you will grow your aesthetic practice quickly as well as your word-of-mouth referrals and closing ratios.

Quote: “Just as you try to tailor your treatment to fit the unique features of your patients, tailoring your consultation to your patient’s unique personality will increase your closing ratio.”

——–

Effective Practice Marketing and Patient Communications

Catherine — Wed, 17 Nov 2010 18:31:32 +0000

To Discount or Not To Discount

Catherine — Thu, 27 May 2010 13:58:02 +0000

Once you lower your prices, it’s nearly impossible to increase them again without losing patients so I don’t recommend offering temporary discounts. You are always better off adding value instead. Patients love a good deal but it doesn’t have to be a cheap price. Bundling services to add more value is a great strategy. For example, free sunscreen with every laser treatment or every laser hair removal leg package comes with a free underarm treatment. This way the patient gets a little something extra and you keep your profit margins up.

Another great strategy is to offer a special price for a very limited time for a very specific reason so the patient knows this is special. For example, if the patient can have surgery on a Wednesday during a certain month, they can save $500 on the OR room since it’s less on a Wednesday than a Friday during that month. Or, a special Birthday Gift Card your patient can use to look their best on their special day and it includes a tight expiration date. The point is for your patient to feel as if they got great value. If you discount, make it feel special rather than random or ‘cheap’.

——
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.

Increase Aesthetic Patient Conversion Rates

Catherine — Thu, 20 May 2010 14:36:04 +0000

You increase conversion rates by getting back to the fundamentals: ensure your aesthetic patient goes step-by-step through your process so they are most likely to say yes at the end of it. This a well-oiled machine with no shortcuts and every step must happen every time to ensure the patient is comfortable, informed and compelled to move forward. The steps include:

-         Efficient Phones
-         Welcome Packet
-         Trained, friendly Staff
-         Comfortable, Clean Environment
-         Educational and Compelling In-House Signage
-         Initial Consultation with Staff (who are trained in effective aesthetic consultations)
-         Social Proof
-         Consultation with Physician
-         Closing with Staff
-         Thoughtful follow up

In today’s competitive climate, it’s all about the quality of the patient experience rather than just the sheer quantity. The “churn and burn” theory is no longer viable since it’s getting much too expensive to advertise that way. If a patient has called your office, taken time out to drive over to see you, meet you and ask questions, it’s your job to do everything possible to help them make a great decision.

Getting High Quality Referrals

Catherine — Tue, 18 May 2010 15:34:07 +0000

You get quality referrals by offering quality. The quality of your materials, your receptionist, your staff, your office, you and your services all dictate your values and what you deem important. If you have the finest quality everything – you will attract patients who see that as attractive and be drawn to you (this will also deter patients who are uncomfortable with quality and just want cheap). So, use quality to attract quality.

Then, by all means, when you do attract a quality patient to you, do everything humanly possible to keep them loyal to you. These patients can be golden to you so build a golden fence around them to they stay, pay and refer their other like-minded friends. Suggestions include inviting them to be an exclusive member of your VIP Club where they get special perks and invite them to be part of your Aesthetic Advisory Board so they can offer feedback and, of course, have them bring a friend so they, too, can get to know you.

Focus on the Buying Habits of Your Preferred Patients

Catherine — Fri, 12 Feb 2010 17:12:30 +0000

Consumer behavior is a complex subject since it involves emotions, personalities and life experiences. To understand your patients and their motives better, here are four groups of your typical aesthetic patients that will make up your practice.

Tire Kickers
This group doesn’t know what they want. They seem to have a lot of time on their hands because they will attend your events, eat your food, take your samples and never, ever buy. They may even book a consultation, go through the motions but never book a procedure. Do not exert energy on this group since it’s a waste of time.

Deal makers/price shoppers
This group is looking for the best deal in town, above all else. They have a tendency to regard cosmetic enhancement as a commodity and will spend much of their consultation negotiating with you and your staff. To them, it’s an art form to get you to lower your prices or throw in freebies. Beware of them. They will tell their friends they got a great deal from you just because they asked and this will set up a bad precedence in your practice.

Brand loyalists
This is your favorite group. They love you and would not go to anyone else. They wouldn’t even consider going to anyone else – even if they were ½ your prices! They are your cheerleaders, your advocates and your braggers. Treat them well and they are yours for life. Most of your efforts should be concentrated on this group and growing it to include their loyal friends, family and colleagues.

Luxury innovators/Quality shoppers
While this group wants only the best and will pay for it, they can be a pain in the butt. They want everything their way, you need to drop everything to stroke their egos and they have a tendency to flaunt their money (neuvo-riche?) and expect better treatment then your other patients get. While you should treat all of your patients with respect and special care, spending a little extra time and effort on this group can pay off since like people know like people and this can be a profitable group to appease.

Tip: Focus all your efforts on your brand loyalists and quality shoppers since they will make up 80% of your aesthetic profits.

—–

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.

Be Easy To Do Business With

Catherine — Mon, 08 Feb 2010 17:23:39 +0000

It’s important NOT to project your assumptions on your patients and not to spend their money for them. You never know someone’s financial wherewithal so keep your options open.

An aesthetic patient may have the cash but may not want to use it – especially during uncertain times or they may not have all the cash and need an easy-pay alternative.

If you don’t offer your patients an easy way to pay for your services because the finance company charges you a fee, you are getting 100% of nothing! The patient is not going to wait until they have the cash. They will go to your competitor to see if they are willing to help them get what they want now rather than wait. Now you lose not only that patient and the revenues from that procedure but you also lose their future revenues and those of their friends.

When you offer financial alternatives, it can change the mindset of the aesthetic patient. Because now the patient is thinking HOW to move forward rather than IF they should move forward.

Work with a vendor like CareCredit to put together great patient pay plans that are easy on your wallet as well as your patient’s.

—–

Challenge of Promoting a Service vs. a Product

Catherine — Fri, 29 Jan 2010 17:03:14 +0000

You, the aesthetic physician is in a tough position when it comes to promoting aesthetic services. You don’t have a product your patient can hold, touch and feel. You don’t have a product she can use all of her senses to see, feel, hear, taste and touch a tangible product to then determine its value to her.

With an intangible service such as aesthetic enhancement, she can’t “see” the quality of your materials or the effort that went into the details of producing the finished piece which is the result she gets.

Since the aesthetic patient can’t see the excellence of your expertise and cannot touch or feel the superiority and knowledge that will go into the aesthetic service you will provide her, you are at a disadvantage.

The aesthetic patient has to go by proof such as photos, testimonials, your credentials, celebrity, your office, your shoes, your greeting, your staff and any other detailed detective work she can do to give her clues to help her determine if you are the right physician for her to give her what she wants.

Give her as much social proof as you can so she can comfortably and confidently choose you over all others.

—–