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Attract the Best Patients with Target Marketing

The most successful plastic surgeons have discovered how to spend less and get better results when they attract the best patients with target marketing.

Challenges Marketing to Plastic Surgery Patients

There are too many marketing channels for plastic surgery patients to find you. SEO, PPC, Blog, directories, articles, billboards, print ads, social media and youtube to name a few.

That creates too much noise for a prospective patient to sift through all the marketing messages coming at them daily. We humans only have so much brain power to process information, so, to simplify things in our head, we unconsciously acknowledge or ignore what we are seeing and hearing.

There are also too many technology choices. For decades, invasive plastic surgery that included anesthesia, scarring and downtime was the go-to path to looking your best. Now, a never-ending stream of non-surgical procedures and treatments are being introduced to the industry. This creates a huge demand for less invasive treatments.

But this introduction of non-surgical procedures also creates confusion for the patient who now has to sift through these limitless options. That creates a confused patient and a confused patient is typically a patient who procrastinates and is paralyzed with indecision.

And, if that weren’t enough, plastic surgeons also need to take into account the multi-generations they are marketing to, who can range from young patients in their 20’s to mature patients in their 70s and 80s.

These generational differences must be taken into account when marketing to plastic surgery patients. Each generation has their preferences, biases and marketing channels they use to get their information.

So, what do you do to attract new plastic surgery patients?

BEAUTY AND THE BIZ

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.

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Follow Your Successes First

Before you go off on a tangent and start new marketing campaigns, go back to your data to see what has worked in the past and who has given you money for cosmetic rejuvenation. Once you know that, you simply increase your efforts there. That’s how you attract the best patients with target marketing

For example, pull a report called, “Revenues by Procedure” to determine which of your procedures are most popular with your patients. (You will also want to note which are NOT popular to help you determine if you should discontinue offering them if they are not making you money).

This is an actual report of a plastic surgeon who has been practicing 18 years.

Facelift, Breast Aug, Tummy Tuck were his top three surgical procedures, while injectables and Coolsculpting were bringing in a huge percentage of his non-surgical treatments.

So, it would make sense for him to market those procedures first since they are proven to attract cash-paying patients to his office.

Another report to pull is “Revenues by Referral Source”. This tells you how these cash-paying patients are finding you to begin with.

This actual report indicated that while the majority of new plastic surgery patients came from the Internet, more than ½ came from word of mouth referrals and current patients returning for more.

That is good to know when you are budgeting various marketing channels since you can’t be everywhere, so budget proportionately to your results.

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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.

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Target Your Message to Your Preferred Plastic Surgery Patients

So, know that you know your preferred procedures and where they are coming from, look closer at those patients’ demographics.

How old are they? Are they stay-at-home moms or professional working women? Are they single or married? Are they homeowners or renting? Kids or no kids?

Draft a message that most resonates with your preferred plastic surgery patients. For example, if your data shows that a good portion of your revenues is coming from Tummy Tucks on women in their mid 40s who are married homeowners with kids, the following marketing messages will work well:

 

Or, let’s say you enjoy face lift procedures and a good amount of your revenues comes from facial rejuvenation. You also know your average face lift patients’ age ranges from 45-65 and they are married and live within 25 miles of your office. In this case, these marketing messages would work best:

 

Think of target marketing being a sniper versus a cannon. Rather than “spray and pray” to everybody, you pick one procedure – one target market – one message – one media channel.

I guarantee with this approach, you will attract the best patients with target marketing. You’ll also spend less and get better results when you target market the smart way.

TESTIMONIALS

5/5
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
Robert Sigal, MD
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Robert Langdon, MD
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
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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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