Here is the reality…you can charge twice as much as your competitors when you attract affluent plastic surgery patients to your practice.
This would allow you to either double your revenues with the same amount of patients or work less for the same amount of revenues.
For example, let’s say your competitors charge $5K for a bleph so you charge $10K.
The math is easy….Your competitors need to attract and serve 200 cosmetic patients for a $1M cosmetic practice while you need only 100.
What would that mean to you in terms of time, money and energy focusing on the needs of only 100 patients versus the 200 “generic” patients that everyone else is attempting to attract?
Focusing on the 100 affluent patients versus the 200 “anybody’s” makes very
good business sense so let’s look at how you make it happen.
It’s Not About Your Skills at This Level
This will be counterintuitive but important to grasp:
It’s not about being 2x better at a bleph to charge 2x more.
Board-certified trained plastic surgeons do a nice bleph. That’s true or you wouldn’t be board-certified.
And this isn’t about supporting your higher price simply be creating better value propositions.
That works well for the “mass market” but not for the upscale, affluent market.
Because this assumes everybody is a value buyer and that’s not the case when you go up the food chain.
The masses buy for all sorts of other reasons but the affluent pretty much DON’T buy for value.
The further up the ladder they are – the less “needs driven” they are.
So it’s all about what they WANT to do – not what they NEED to do.
So they think differently than the average patient.
Attract affluent plastic surgery patients by understanding their needs and wants.
They are not buying by need and function so they are not buying by price and value.
It’s more about the intangibles and what this purchase means to them that is driving their decision.
The Mind of the Affluent Plastic Surgery Patient
Affluent patients pay more because doing so makes them feel more like the person they either wish they were or envision themselves to be.
At this level, you are hardly talking about the surgery.
It’s the intangibles of the surgery that attracts the affluent patients to you.
The affluent patients are looking for superior service providers….even if it’s based on perception.
They believe they deserve the best so they want the best.
This group will pay to buy certainty.
By the way, trust is the single most important issue because the affluent patient wants to feel like they are getting the best.
How to Make Price Disappear from the Equation
So knowing that, what are the things that make price disappear from the equation and YOU the only choice for affluent patients?
The answer is YOU. It’s more about you than your product.You stand out from the crowd by doing what others won’t do or can’t do.
The quickest path in today’s world is to either marry one of the housewives on Bravo TV or at least be their go-to plastic surgeon.
But if that’s not possible, here are 3 other strategies that help make price go away:
The affluent are reached more through peer referral than any other avenue. This group of cosmetic patients value trust more than anything else so they turn to others they trust.
Knowing that, you’ll want to identify them in your own practice. Give them an excellent result and an exceptional patient experience. Now make them part of your VIP Club where you have private events they can invite their friends to.
To make it special, add a charity component to it and invite the media.
It’s the exclusivity that gives the affluent patients the feeling of status they want and expect.
Be The Expert
Although you are well versed at all sorts of surgical procedures, the affluent patient wants to go to the BEST.
They want the surgeon who specializes in blephs, has done 10x more blephs than the average surgeon and who has tons of social proof of hundreds of other happy bleph patients.
It would also be helpful if you are considered, “The Eye Guy” because you have been interviewed by the media and you even train other surgeons on your innovative bleph techniques.
Use Social Media to Connect with Affluent Plastic Surgery Patients
Shoot short Instagram video stories answering bleph FAQs. Respond to anyone who comments on your posts and find out if they are social media influencers who also have a healthy following.
The point is after enough communication, familiarity, reinforcement and proof, the affluent patients now have sufficient trust in you to reach out.
To attract affluent plastic surgery patients, it takes a different way of thinking.
If you believe you are worth double what your competitors charge, in terms of customer service and skills, set your practice up to cater to the affluent patients that are attracted to your higher prices because, they too, believe they are worth it.
Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery.