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#1 Reason Cosmetic Patients Choose YOU

The #1 Reason Cosmetic Patients Choose YOU is an emotional one so the better
you understand the cosmetic patient, the more likely you are to bond with them
and make them feel comfortable to move forward with you.

You and your staff spend up to an hour with a prospective patient talking with
them and showing them your social proof.

You explain the procedure and then go over the quote and then what happens?

The majority of the time you get the dreaded, “I gotta think about it.” Ugh!

It makes you feel like you’re spinning your wheels and wasting your time,
doesn’t it?

How a Cosmetic Patient Thinks

To help you understand the inner workings of the cosmetic patient’s mind,
I personally interviewed cosmetic patients to figure out why they said yes to
one surgeon and no to the others.

The results were compiled into my book called, Your Aesthetic Practice/What
Your Patients are Saying.
Cosmetic Patient

The majority of those interviewed were female with the
medium age being 44 years old and they were scattered
throughout the US.

My objective was to determine trends and commonalities
so here are some of my key findings:

  • 90% of the time, the confidence in the surgeon’s ability and positive
    staff interaction were more important than price;
  • 75% went on multiple consultations before deciding (the majority of
    those who went on one consultation did so after a glowing recommendation
    from their friend, family member or colleague;
  • Long waiting times and feeling hurried were a reoccurring complaint
    that hurt the relationship; and
  • The better the staff, the less time the surgeon had to spend with the
    patient during the consultation.


Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

Cosmetic Patient Survey Findings

While the above responses were interesting, it was apparent I needed to probe
further to see if I could come up with some generalities that could define what
made up a good practice that prospective patients said YES to.

Cosmetic Patient

But, this is what I learned instead.  The aesthetic patients’ preferences varied

These aesthetic patients are consumers who think very differently.
And, their perceptions were so varied such as:

  • While some thought an aesthetically gorgeous office indicated
    pride and success; others thought it was over the top, intimidating
    and made them feel uncomfortable;
  • While some thought the surgeons did not spend enough time with
    them and felt rushed; other patients thought too much time with
    them made them wonder why the surgeon wasn’t busier; and
  • While some thought the surgeon was so thorough explaining the
    various procedures available, others felt overwhelmed and confused
    with so many options.

So when I probed further and asked, bottom line, why they chose that particular
surgeon over the others, there was a consistent answer that came up again and

Cosmetic Patient

Why the Cosmetic Patient Chose You

The #1 reason the aesthetic patient chose you was that the patient felt a
“connection” with you, your staff and the overall vibe of the practice

It was the FEELING they got when interacting with everyone at the
Their “intuition” was telling them this was the right surgeon, staff

and practice for them.

They had developed rapport with people in the practice and trusted that
that particular surgeon understood them and would give them the best
possible result.


A Complete Guide to Understanding Your Aesthetic Patient and Growing Your Aesthetic Practice. Catherine Maley, MBA went straight to the aesthetic patient to get the answers you need to succeed with your patients.

So What is Rapport?

If rapport is so vital, it’s important to understand it. It’s difficult to define
and you either have it with your patient or you don’t.

Cosmetic Patient

Rapport is that bond you build with your prospective patient.  It’s the single
most important personality skill cosmetic surgeons and staff need to be

You build rapport through words, tone and gestures as well as commonalities

  •      7% of what is communicated is through your words
  •      38% through your tone of voice
  •      55% through your body language

How Do You Create Rapport with a Cosmetic Patient?

The aesthetic patient wants to feel special – period.  When a patient is spending
their own money and time on elective cosmetic enhancement, they want to be
treated respectfully, professionally and kindly by every person they encounter
in the practice.

They also want to be heard and understood.  There is an old saying that says
Before you can be understood, you must work to understand” and that is
truly the case here.

You build rapport by giving a cosmetic patient your undivided

Cosmetic Patient

They have to feel like you are interested in them and what they have to say.
That starts with a smile and good eye contact. The key is to look at the patient
more than at the computer or your paperwork.

The point is to show interest in the prospective patient as a person
first; patient second

Find something on the patient intake form you have in common that helps
break the ice. Perhaps it’s the referring patient you both know or maybe your
kids go to the same school.

Another way to build rapport is to ask questions and then listen to
the answers

Cosmetic Patient

There’s a study that says surgeons interrupt patients within16 seconds and
that cannot happen if you are trying to connect with a cosmetic patient who’s
trying to determine if you are “the one”.

Let them talk.  Not only will the patient give you vital information you need
to know to decipher if they are a good fit for you, the patients will feel like you
understand them.

That’s when you have developed rapport and bonded with the patient who now
sees you as the best choice.

The point is to look at the consultation as a 2-way dialogue rather than as a 1-way
presentation so you build rapport with the prospective patient who says YES to you!

Cosmetic Patient

If you want to learn more about what cosmetic patients want from you, for a limited
time, you can get a FREE COPY of my book called, Your Aesthetic Practice/What
Your Patients Are Saying


Click Here for Free Book




Catherine Maley

Catherine Maley

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. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.

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