Looking for Better Quality Cosmetic Patients?

Cosmetic patients today are so price-focused (cheap), it can drive you crazy. You get leads but most of the time it starts with the one question which is … “How much is it?”

By Catherine Maley, MBA

Or worse, they attempt to negotiate with you or your coordinator by letting you know they can get the same thing cheaper elsewhere. Really? Do they really believe all surgeons are the same? Many do, given the overwhelming information available online and the incessant advertising efforts suggesting all surgeons are created equal.

ASN Aesthetic Society News, Winter • Spring 2024, Looking for Better Quality Cosmetic Patients?


On the one hand. you deserve to be fairly compensated for your expertise and reputation you’ve tirelessly built. and on the other hand, you don’t want to lose to your lower-priced competitors. So what do you do?

Consider These Pricing Strategies

You can match competitor’s lower prices; however, that sets the tone for your relationship with that new poatient forever. Consider how diffteult it is to upsell a discount-minded cosmetic patient who came to you initially for the price, because they’ll also leave for price just as fast.

You can do the opposite and charge more by declaring your expert status. But then you need to back it up with media exposure, guest appearances on other popular podcasts and YouTube channels that cater to your preferred patient demographics, social media. live streaming on your own channel, or guest-hosting on influencer’s channels, and so on.

And you need to show off transformational results. and ecstatic patient stories. This expert-status approach takes time, money, dedication, and lots of surgery to collect enough social proof from your patients willing to be highlighted on your various marketing and PR channels.


The most practical strategy would be to offer a balance of price, quality, and service. Attention to detail matters because you increase your prices while increasing your higher standards.

Because even though this is an emotional decision for patients, they also need logical reasons to justify to themselves, and then explain to others, why they are paying more. Ensure that every facet of your practice conveys quality:

  • An up-to-date website with a polished appearance.
  • Compelling before and after photos showcasing your skills.
  • Glowing online reviews that affirm your results.
  • Informative YouTube videos establishing your authority.
  • Engaging Instagram content that tells your story.
  • Friendly and professional phone etiquette from your receptionist.
  • Excellent customer service skills among your entire staff.
  • Superior patient experience thanks to your polished processes.
  • Inviting office space furnished to convey excellence.
  • Professional appearance for you and your staff.



If you don’t want cheap cosmetic patients, don’t cater to them. Stop advertising specials to total strangers on the Internet. Instead, educate them on what makes you the better choice and prove it.

This takes a mindset shift… decide to be and do better, and you will naturally attract prospective cosmetic patients who value your skill, expertise, and reputation as more important than saving money.

About Catherine Maley, MBA

Catherine Maley, MBA, is a cosmetic practice consultant, speaker, trainer, blogger, and author of Your Aesthetic Practice: What Your Patients Are Saying, which is read and studied by plastic surgeons and their staff all over the world.

Her popular podcast, Beauty and the Biz, interviews plastic surgeons who talk about the business and marketing side of growing their practices.

She and her team specialize in growing plastic surgery practices using creative patient attraction, conversion, follow-up, and retention strategies as well as staff training to turn team members into converting rock stars.

Visit Catherine for Free resources at www.CatherineMaley.com or Instagram @catherinemaleymba.

Click below to read “Looking for Better Quality Cosmetic Patients?” in a PDF format.

From Aesthetic Society News, Winter • Spring 2024, volume 28, number 1.