• Hair Salon/Spa
• Gym/Personal Trainers
• Retail Shops
• Country Clubs
• Non-competing Physicians

Invite them to your events, partner with them on a cross promotion and offer to speak to their clients, members and patients.

Get involved in your community and work for a cause.  Offer a gift basket of products as well as a gift certificate for a MI treatment.  This ensures they return to your office to redeem their gift and gives you an opportunity to bond with them so they become a loyal patient and bring their friends back.

By participating in fundraisers, you get name recognition since it will be added to the invitation that is mailed throughout the community, they may mention you at the event and you can attend for further networking opportunities.

External advertising is another way to grow your aesthetic practice but be careful.  It can be costly since it takes lots of repetition.  Be sure to advertise where your preferred patients are.  Or, rather than advertise the usual way, consider using advertising to announce something such as a grand opening or a new procedure.  The point is to use advertising to education rather than promote.  While nobody wants to be sold, aesthetic patients are always interested in the latest news to keep them looking good.  And, of course, invite the public to your seminars and events.

Need more tips, tactics, strategies and resources to drive patients to your practice? Watch my free videos 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

They already know, like and trust you and they are much more apt to respond to your marketing efforts.

By the way, next to email marketing, direct mail is still the cheapest form of promotion today because it’s so targeted since it’s going to people who know you versus advertising to total strangers.

And, you use direct mail to reactivate patients. Such as those you haven’t seen for a long time, those who came in for a consultation but didn’t book and those who need to return to finish their treatments.  Some of those patients were simply saying, “Not Now” or “Not Yet”.  Educate your patients about MI procedures using:

• Patient newsletter
• Fun postcards
• Email messages
• Birthday cards
• In-House Seminars
• Open House
• Vendor-sponsored events

How to Price MI Procedures

Since MI procedures often entail multiple txs. Sell packages they pay for up front.

This ensures they visit several times and gives you the opportunity to bond with them and it also helps ensure they receive the best result possible.  Otherwise, there’s a chance you told them they needed 3-5 tx, they came in for one, never returned and now tell their friends it didn’t work.

Give them choices of packages that cross-promote comparable products and services so they decide which package to go with rather than decide if they should do it at all.

Here are some examples….

Free underarm LHR with leg LHR package.  The reason being if the aesthetic pt has hair concerns on one part of their body, they most likely have it on other body parts.

Buy 4 and the 5^th treatment is free – Free is always a good word in promotion.

Buy a facial package and get LHR ½ off.  The point here is to introduce them to other comparable services you offer since an aesthetic patient. is most likely interested in lots of different treatments that keep them looking their best.

Every 4^th visit = free product and that introduces them to your product lines.

Need more tips, tactics, strategies and resources to drive patients to your practice? Watch my free videos 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

Display albums full of before/after patient photos of other patients who have gotten great results from your MI procedures.  You can use the vendor’s at first but start collecting your own photos and the more, the merrier.  Also, be sure to collect photos of different skin types so the patient can relate to their own skin concerns.  Include patient testimonials since it’s more compelling for a patient to tell another patient about their own experience.

Use your vendor marketing kits filled with their posters, brochures, t-shirts, lapel pins and any other Ask Me About tools made available to you.  And, use your own customized materials as well.

By the way, it’s a good idea to turn your business card into your working networking card.  You do that by adding your services to it so a patient who pulls your card weeks or months from now will recall all you offer and mention you to their friends.  And, go one step further, have business cards made up with a special First Time Offer to be handed out to prospective patients who are interested in MI procedures.

Use tools such as skin analysis systems and computer imaging to help the pt visually see their own skin damage and concerns as well as the results they can expect.  Pictures really do say a thousand words and nothing is more compelling than seeing your own skin concerns.

And Gift certificates build word of mouth referrals as well as your database.

Offer beautifully-designed gift certificates by setting up a display at your checkout that includes a gift bag and tissue along with a sign that says, “Need a Quick Gift?”

The busy aesthetic patient who is checking out and has their wallet open will appreciate the convenience and will most likely add it on to their order.

Institute your own Refer a friend program.

We all know the best prospective patient is a referred patient.  They are already pre-sold on you, are much less price conscious and more apt to stay loyal to you.

Encourage your patients to refer their friends, family and colleagues to you by telling them you would love more patients just like them. And when they do refer someone, be sure to show your appreciation.  Send them a Thank you note, call them to thank them and for multiple referrals send them a gift card or invite them in for a complimentary treatment from your staff.

But always remember, good news travels fast but bad news travels even faster so be sure every patient has a good experience with your practice every time.

Need more tips, tactics, strategies and resources to drive patients to your practice? Watch my free videos 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

Give them alternatives to expensive surgery.  Show and tell them how you can treat them with minimally-invasive (MI) procedures to give them a temporary WOW look they will love. Give them “Beauty on a Budget” alternatives they can live with for now.

And, by all means, you – the physician should be administering the injectables yourself.  Not only is it great to stay in practice and get really good at facial rejuvenation using injectables; it’s an easy way to connect with and build relationships with your patients.  The more points of contact you have with patients, the more they will remember you when they’re ready for surgery.  Building solid relationships with your aesthetic patients will keep them loyal to you, returning more often and referring their friends.

Most patients don’t know all the uses for Botox, wrinkle fillers and lasers. You need to tell them and show them.  Nowadays, you can really get some excellent results using MI procedures.  You have probably thrilled some of your patients with your injecting techniques that have filled, plumped and stopped wrinkles in their tracks so show off your rejuvenation skills to other patients who would appreciate these quick and inexpensive solutions.

How do you promote MI procedures? Start with your telephones.  Have your receptionist answer the telephone with a little verbal ad.  For example, have her announce you now offer the Botox Alternative, wrinkle filler that gives you a cheek lift or skin tightening.  Rotate your messages and say them in a conversational tone to prompt the caller to learn more.

Use on-hold messaging rather than music if you must place a caller on hold.  I guarantee aesthetic patients want to know what’s new so tell them and then urge them to ask to learn more.

Part 2 will discuss In-House Marketing of MI procedures…

Need more tips, tactics, strategies and resources to drive patients to your practice? Watch my free videos 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