The first thing you think of to increase your aesthetic revenues might be to increase
the number of patients coming to your practice, right?
But that poses a challenge…
Where do you put your advertising budget?
Is it better to invest in PPC, Organic SEO, FB Ads, Directories?
And let’s say your advertising is getting you leads.
The next challenge is converting them.
Are they serious or price-shopping? Do they have the money or good enough credit?
These challenges take up a ton of you and your staff’s time and mental capacity.
And while it’s necessary, there are easier ways to go about it.
Here are 3 “easier” ways to increase revenues:
There is a saying that goes, “The Second Sale is Always Easier” and it’s true
for our industry as well.
Once you have spent the time, money and effort attracting a patient to you, it takes
minimal effort to keep them. Here’s how:
Increase the # of times your patients return to you
While there are vendor loyalty programs available, they can be complicated for the
patients and the staff to figure out so here’s another idea.
Have your own program that is super easy for everyone to understand. Give each
patient a simple customized card that gives them increased savings each time they
visit. On their 4th visit, that card is used up so they get a new one. Easy Breezy!
Increase the amount they spend at each visit
I call this, “Do you want fries with that?”. A majority of your patients don’t look
at you as a retail outlet so they spend hundreds and thousands of dollars per year at
the department store cosmetic counters or Sephora and Ulta because they don’t know
- Use your products on them during their treatments.
- Offer a beauty bar where they can sample your products.
- Have a bowl of skin care samples at the check-out counter so when they have their wallet out, it’s the perfect time to ask:
- Did you want to add a sunscreen to your visit today? Or
- Do you need any skin care product refills today? Or
- Did you need a quick gift? While pointing to your eye-catching gift display.
Increase the # of referrals they give you
Each of your patients have, on average, a circle of 250 people they know (family,
friends, neighbors, colleagues, gym buddies and so on).
Make it easy for them to talk about you AND refer you to them.
Have customized business-sized “Get To Know Us” cards printed with a special offer
to experience your services for the first time.
These cards should be distributed everywhere possible:
- On your checkout counter
- On checkout counters of your alliances
- In nearby gyms, salons, retail shops
- Mailed to your current patients to pass along, and so on.
However, due to fee-splitting laws, you cannot tie a cash reward your patients get
for referring new patients to you but you can thank them profusely 😉
BUT…..Don’t Bother Doing the Above Until You Read This:
No matter how many creative strategies you come up with, nothing beats customer
service for patient satisfaction, retention, referrals and 5-star reviews.
Cosmetic patients with credit cards want to feel cared for and cared about.
I am still surprised how often I spend thousands of dollars on injectables or lasers
and never hear a peep out of anyone afterwards.
Nobody checks in to see how I’m doing. It makes me feel like they don’t care.
Your patients feel the same way. If you don’t care enough about how their treatment
went, they are not going to care about you when it’s time to spend more money on
cosmetic rejuvenation or surgery.
Have protocol in place to email/call/text the evening of a treatment to be sure all is
There’s a chance you’re saying right now, “I’m not looking for trouble” but there’s a
different way to look at it. Trouble would be the unhappy patient who silently disappears
to your competitor and tells all of their friends. That’s the reverse of referrals… it’s the
new patient deterrent problem.
It’s much cheaper and easier to make a patient happy than it is to replace them with
another new patient, so take care of your patients and they will take care of you.
P.S. If you still think new patients is the way to go but your coordinator is having trouble
converting these new patients you’ve spent a fortune to get, have her join me at The Converting Club.
I guarantee she will convert 10-15% more consultations once she learns how to professionally represent
you as the BEST CHOICE. Click Here for Details.
She is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars.