Tip #6 Give them a good result
Give your patient the best result possible – one that you are proud of and would have done on your own family member. If you can’t, have a back-up strategy to come as close as possible.

Tip #7 Be open and receptive to negative feedback
No matter how careful you are or how much you prepare the patient, somebody will be unhappy – that’s life.  Don’t hide from or ignore this patient because they will not go away.  Simply have a process in place to address the unhappy patient.

If they are being unreasonable, it’s best to do whatever you can to appease them and then excuse them from your practice.  Given today’s Internet social media outlets, you don’t need the negativity and bad exposure from patients passing along negative comments about you.

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Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying. She is President of Cosmetic Image Marketing and has a team that provides done-for-you and ready-made marketing tools, staff training products and consulting services to drive aesthetic profits.  Visit Catherine and www.CosmeticImageMarketing.com or call her at (877) 339-8833.

Tip #5 Impress and Solidify Their Trust in You
If a patient sees that you have many other happy patients who trust and love you, they are less likely to be unhappy with their own result.

Its human nature to identify with others just like them so they will make a connection that says, “If others like Dr. Smith, I like Dr. Smith.” So here are a few points to help enhance your positive image with patients:

●    Frame your degrees and promote in your consulting room.
●    Have a “Meet the Doctor” sheet to include your education, skills and expertise framed to reiterate why you are a good choice.  Display additional PR pieces if available.
●    Have a flat panel monitor on the wall the visiting patient can watch:

• -3 D patient-education videos of the procedures they are interested in
• - a welcome video from you telling them you look forward to meeting them urging them to be comfortable, candid and open so, together, you can come to a satisfactory decision
• - videos of patient testimonials telling them how happy they are with their result and with you.

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Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying. She is President of Cosmetic Image Marketing and has a team that provides done-for-you and ready-made marketing tools, staff training products and consulting services to drive aesthetic profits.  Visit Catherine and www.CosmeticImageMarketing.com or call her at (877) 339-8833.

Tip #4 Know the Risks
There’s a saying that says,

If you tell them ahead of time, it’s an explanation
But if you tell them afterwards, it’s an excuse

Set the expected downtime and results by using simple statistics such as, “4 out of  of my patients return to work within one week” or “We have had 98% success rate”.  That way, if they don’t get a satisfactory result, they will recollect there was a small chance they would be that 1 out of 5 or the 2%.

Another good procedure to follow is to have the patient read out loud each point on your consent form and initial it.  Their retention will be better and they are more likely to recall doing remember reading about that risk.

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Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying. She is President of Cosmetic Image Marketing and has a team that provides done-for-you and ready-made marketing tools, staff training products and consulting services to drive aesthetic profits.  Visit Catherine and www.CosmeticImageMarketing.com or call her at (877) 339-8833.

Tip #3 Set realistic expectations
Use every tool possible to clearly explain the outcome this patient can expect from you in a way they will most likely understand.  Patients learn through hearing, touching, seeing, feeling so use as many of their senses as possible to help the patient comprehend what is possible for them in their particular situation.  For example, try any of the following:

• - Provide a detailed, easy-to-understand report about the procedure.
• - Display patient testimonials in story form describing what their concern was, what you did for them and how they feel now.
• - Digital Photo Frames full of before/after patient photos of good/great/exceptional results.
• - Use a variety of patient ages, ethnicities and skin type of demographics so the patient can identify with certain patients just like them.
• - Display testimonial album filled with patient surveys, notes, accolades and emails thanking you for helping them look and feel better.

By the way, I learned in my book that the more photos patients see, the more credible and experienced the physician seemed to the patient.

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Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying. She is President of Cosmetic Image Marketing and has a team that provides done-for-you and ready-made marketing tools, staff training products and consulting services to drive aesthetic profits.  Visit Catherine and www.CosmeticImageMarketing.com or call her at (877) 339-8833.

Tip #2  Give them a WOW patient experience every time.
Patient relations are the key to aesthetic medicine.  Every patient who calls your office and walks through your door must enjoy the experience – every single time.  They need to be happy they connected with you and comfortable enough to move forward.

Rapport-building is crucial.  They want to feel a bond with you and know you care about them first as a person, second as a patient. Do everything possible to make these patients feel welcomed, special and significant.  Here are some key points to remember:

- Answer the telephone with enthusiasm and interest.
- Greet the visiting patient warmly using eye contact, an open smile and a friendly handshake.
- Use the patient’s name and welcome them or welcome them back to the practice.
- Offer them refreshments and be sure they move through each step in your process comfortably.

By the way, you never want the patient to feel rushed through the process or pressured in any way since that can come back to bite you.

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Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying. She is President of Cosmetic Image Marketing and has a team that provides done-for-you and ready-made marketing tools, staff training products and consulting services to drive aesthetic profits.  Visit Catherine and www.CosmeticImageMarketing.com or call her at (877) 339-8833.