Case Study of One Patient Named Sue
A friend tells a friend about you.
Her name is Sue.
Sue is 36 and concerned about her sun damage. She’s got wrinkles around her eyes and brown spots on her face.
Sue makes an appointment with you.
Your appointment with Sue goes well. During the consultation, you find out that Sue works for a large financial institution downtown and she comes from a big family.
You treat Sue with her first laser treatment and then introduce her to Nancy, your skin care consultant, who sells Sue sun block and a nighttime moisturizer.
Your receptionist rings up Sue’s order and books her 2nd laser treatment.
Sue has dinner with friends that evening and mentions her treatment and products.
The friends are curious and will watch Sue’s results.
Sue has now been in four times and is very friendly with you and your staff.
Since she is comfortable with you and trusts you, she also wants Botox which you inject in her crow’s feet and glabeller lines.
At work, Sue is getting compliments on her clearer-looking skin and tells her co-workers about you.
Sue attends a family reunion and her sisters and Mother want to know what she’s been doing since she looks so great. Sue tells them about you.
The following week, your office books consultations with two of Sue’s co-workers and with one of Sue’s sisters and Mother who want to come in together.
Sue’s co-workers get Botox and one of them signs up for the same laser treatments Sue is having.
One of Sue’s friends also books a consultation.
You send Sue a thank you note with business cards and that reminds her to give your number to another friend.
Sue’s sister buys a complete product line and books a liposuction procedure.
Sue’s Mother also buys products and books a bleph.
Sue attends her monthly business women’s luncheon where, again, people commented on her clear skin and, again, she told them about you. One of the ladies asks if you would be willing to talk to the entire group at next month’s luncheon. Sue says she will ask you.
Sue visits you for her last laser treatment and wants a little wrinkle filler in her nasal labial folds as well as plumper lips. She also asks you if you would speak to her women’s group next month. The attendance will be 60-80 women. You say yes!
At Sue’s women’s business lunch, your staff passes out your practice brochure and business card, as well as your latest newsletter with a special promotion on Botox.
Your talk goes well and you show many before/after photos from the simplest skin care to full surgical procedures. You are lightly funny, connect with the women, and they ask you so many questions, you have to cut them off and offer them a complimentary consultation to discuss their personal concerns.