-      Ethnicity

-      Age

-      Income

-      Zip Code

-      Lifestyle: single or married

-      Professional or stay-at-home mom

-      Procedures they want

-      Concerns they have

Step #2: Understand what that particular target group is most interested in and how your services provide the best solution.  You can brainstorm with your staff or, better yet, ask your patients directly.

For example, the younger Hispanic female may be most interested in hair removal or liposuction at the best price possible whereas the mature professional Caucasian woman may be interested in paying top dollar for a natural-looking face lift.  Your headlines reaching out to these different groups would be completely different:

Sick of Unwanted Hair?  Get Rid of It Painlessly.

Afraid of An “Overdone” Face Lift Look?  Read This….

Step #3:  Be where they are, so they see and act on your message.

-      Attend/speak at events they attend

-      Buy banner ads on websites they frequent

-      Mail them educational materials with an offer to call now

Although this may feel counterintuitive to you to condense your focus, it will actually give you more results because you are working with quality rather than quantity.

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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.

Know how difficult this process can be for your patients. This consultation with you is probably awkward and uncomfortable for them.  They want to change something about their appearance that makes them feel insecure or unsure of themselves.  They hope fixing, repairing, or enhancing it will make them feel better and more confident.  They feel vulnerable and are looking to you for help.

That said, it’s important to note that patients also want to avoid making a bad decision.  They do not want to regret their choice. A major part of your job is to reassure them they are in the right place for the right procedure and they will be happy with the result.

Note:  If a patient is afraid, uncertain or confused,

they will opt to do nothing.

Aesthetic Patients Want to Experience Before Buying
You are in a tough position when it comes to promoting your intangible 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 for to see, feel, hear, taste and touch 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 provide her, you are at a disadvantage.

Give her as much as possible to touch and feel and use as social proof such as photos, testimonials, your credentials, celebrity, your office, your shoes, your greeting, your staff and any other detailed detective work she can experience to give her clues to help her determine you are the right physician for her to give her what she wants.

How Decisions Are Reached
The decision-making process is an entire subject on its own; however, here are some basics to consider:

-  Decisions are quickly reached by emotion and then justified with logic.
-  People act on prejudices, habits and past experience much more than on knowledge.
-  It takes a patient a split second to make a decision but getting ready to make that decision can take a long time.

The point here is to address your patient’s emotional motivators for wanting enhancement but also equip them with the logical reasons why you are the perfect choice so they can easily relay that back to their family and friends if they are challenged.

The prospective patient is doing a cost/benefit analysis in their heads to decide if what you are offering them is worth the time, money and effort and if the benefits will outweigh the risk. Help them see and feel what you offer is more than worth it.

Tip:  Aesthetic patients buy what they want – NOT what they need.

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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.

So, one of your strategies should be to target your older, more mature patients who are more affluent versus your younger patients.  That’s just obvious because your mature patients have more concerns such as wrinkles, crepe skin, sagging body parts and sun damage.  They are also more likely to have the financial wherewithal to afford your services.

The affluent, mature patient will appreciate the quality of service you provide.  They will notice, applaud and react favorably to your commitment to them and to being better than your competitors.

But remember, these higher-value patients want to be respected, they expect competence, and they want no hassle and no tension from their service providers.  They can afford and are willing to pay for the best information, the best products, the highest level of competence and the best professional service available.

And, they too, are affected by social pressures.  Many of these high-end patients are experiencing new phases in their lives such as:

- New job or job layoff
- New marriage or suddenly single
- Upcoming life events, etc.

The point is there are millions of Americans, especially 76 million Baby Boomers, who will do what they need to in order to enjoy a full, active life while looking and feeling good doing it.

By the way, this group of people will see the biggest transference of wealth in history in way of inheritance.

Tip:  Identify who your high-end (mature and affluent) patients are and then focus 80% of your efforts on them.

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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.

To read what that means for you, and how your competitors are reacting, CLICK HERE.

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See FREE videos on www.CosmeticImageMarketing.com where Catherine Maley lays out 5 easy ways to introduce aesthetics to your current patients. Her 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.