Surgeons Want More Patients
Plastic surgeons want to attract cosmetic patients but they complain they spend more than ever on advertising; yet, nothing they are doing is working like they want it to.
- The inconsistent revenues of good and bad months stress them out.
- Social media is confusing and time-consuming, and they’re not sure it’s worth the time and effort they put in OR they outsource the social media efforts and have no idea if they’re getting a good return.
- They spend a fortune on google adwords but their staff complains they are bad quality leads so they don’t bother following up.
- Their conversion rates dropped and they don’t know why.
- Their staff does not represent them professionally and on and on.
If this sounds familiar, I have a solution that gives you clarity about what’s going on and how you can adapt to win.
The Plastic Surgery Industry Today
Obviously, the insane amount of competition is the big change in the plastic surgery industry but so is the introduction of non-surgical treatments. Those can be performed by RNs, PAs, NPAs med spas, laser techs and even aestheticians.
With so much choice empowering consumers to make decisions, prospective cosmetic patients gain complete control over the decision-making process.
They’re taking time to research and evaluate their surgical and non-surgical options.
That means attracting new cosmetic patients online is a big expensive and confusing challenge for surgeons like yourself.
How to Attract Cosmetic Patients
A smarter approach to attract more cosmetic patients is to map out a proven patient attraction plan that you know works, and then identify the ‘Practice Gaps’ that MOST hurt your bottom line so you turn them into Money-Making Profit Centers.
Let’s start with the practice gaps MOST affecting your bottom line and then we’ll talk about the quickest fixes to turn things around so I’ll jump right in with…
Gap #1: You Need MORE Patient Leads
New patient leads are the #1 priority in any cosmetic practice. New leads are the lifeblood of your practice. If you want more cash-paying patients and surgeries, you need more leads.
But where do these new leads come from and how do you get a predictable and steady flow of them?
You already know you have to “pay to play” in today’s marketplace. Why?
Because free organic SEO is no longer the “go to” search rankings strategy.
And, gone are the days of you being found “by accident” or just because you’ve updated your Website.
Even social media platforms only show your posts to less than 10% of your audience because they want you to pay to advertise.
So the Secret to Attracting New Cosmetic Patients is to go where others are not….yet.
Here’s what I mean…
For the most part, old school media channels have been replaced by digital media channels.
So, you want to build a digital advertising strategy using these digital media channels because that’s where all the eyeballs are. Makes sense, right?
It’s About Patient Demand Generation – NOT Fulfillment
And this may surprise you but the new trend in attracting cosmetic patients is this:
Demand Generation is Greater Than Demand Fulfillment
Only 3% of consumers who click on PPC ads are ready to buy (that’s demand fulfillment). That’s why it’s so expensive to advertise there…because you’re competing for the same keywords your competitors are so it’s a contest of who can outspend everyone else.
A smarter approach is to go after the much larger group of targeted consumers on social media who “could” be interested in your services (demand generation).
So, make it interesting and compelling for consumers to make cosmetic rejuvenation a priority.
THIS approach is cheaper, easier and super targeted so you’ll get more leads.
The point being, social media advertising is the single biggest opportunity in the history of advertising because for a fraction of the cost of TV, you can advertise online and target exactly WHO sees your ads.
But that means the ad design and copy of your ads are crucial so your ads get noticed and clicked on.
They have to be eye-catching, engaging and offer the consumer cosmetic patient something of value so they actually respond.
Because the ONLY thing that counts at this stage is to encourage a prospective cosmetic patient to take the next step. And that is to click on your ad.
But here’s the kicker…
Leads are only one part of it.
These leads need to be converted so let’s keep going…
Gap #2: Weak Follow Up on Incoming Leads
Plastic surgeons suffer lost profits here every day, every month and every year from this silent money-waster.
Look at the stats when it comes to staff following up on leads you spent a fortune to get in the first place:
✓ 48% NEVER Follow Up
✓ Average First Follow Up is 72 Hours Later
✓ Only 25% of practices make 2 contact attempts
✓ 64% of practices do not have any organized way to follow up on a lead
But it’s not your staff ’s fault. They have NOT been given the tools or training on how to do it professionally.
That is a game-changer for you and a way to dominate your market when you use proven scripts and strategies to follow up faster and better than your competition but there’s more…
Here’s the next practice gap….
Gap #3: Staff Can’t Convert Callers or Consultations
Every practice’s success is limited by their staff’s ability to convert callers to appointments and appointments to paid procedures.
It is too competitive to be mediocre at this stage of the lead process. Take the phone leads…
Almost every office is challenged by this… Phone trees, answering machines, indifferent or unfriendly staff, or new untrained staff and on and on.
Phones are taken way too lightly because it’s not enough to have a friendly staff person answering the phones; they also have to be skilled. Otherwise, you lose money.
Look what happens WHEN (not IF) you lose 1 caller per day:
$2,000 per Day
x 22 days per month
x 12 months per year.
= $528,000 LOST Profits Per Year Due to Bad Phones
An easy fix is to give your receptionist the scripts and training they need to keep you busy with booked appointments. It’s time and money well spent.
And what’s your coordinator’s converting rate?
The prospective patient who calls you, schedules an appointment and shows up is a Hot Prospect!
They have already decided to move forward to find a solution to something that bothers them or they wouldn’t have gone to this much time, effort and trouble to meet you in person.
Your patient coordinator needs to be a well-trained professional with proven scripts, strategies and tools to get the patients to a yes.
For example, most coordinators don’t ask for the decision because they haven’t been trained to do so comfortably and professionally.
The point is to arm your receptionist and patient coordinator with the tools and accountability they need to get really good at converting callers and consultations.
Because nothing else matters until the patients say yes and give you money.
Until a transaction is made, a lead is just a lead.
And there’s one more deadly practice gap costing you patients and procedures and that is…
Gap #4: Ignoring Cosmetic Patients
Your #1 practice asset is your list of patients who know, like and trust you.
Patients gladly return, refer and review when given the opportunity. They are not as price-sensitive and they are more likely to say yes to you than an “internet stranger patient”.
And, we all know a majority of your new patients come from your current patients so this mindset must be adopted to survive in today’s competitive world:
RETENTION is the New Patient Attraction Strategy
Because when you take your patients for granted and/or ignore them, you open the door for your competitors to steal them away from you.
Remember, cosmetic patients have endless needs, especially as the relentless aging process continues.
Your cosmetic patients need your surgical AND non-surgical services now and a month from now and a year from now and so on.
Nurture your current cosmetic patients so they return and refer their friends and family.
Do that with strategic Database Marketing using segmented messages, themed emails, text and customized social media banners.
Now, you are connecting with your patients no matter where they are online.
And that is how you attract cosmetic patients using a plan that gets you 10-30 more procedures per month because now you’re focused on the right things.
Not just new leads, but also conversion, follow up and retention.