Attract Affluent Plastic Surgery Patients
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.