Nothing counts until the patient gives you their credit card. Everything else is just chit-chat.
This does not happen by accident. Someone in your practice needs to ask for the decision and get the credit card.
You can call it whatever you want but I call it sales. The patient has a problem, you have a solution, and you want this patient to choose you over your competitors.
That’s not easy. So many variables are at play: competition, emotions, logic, ego to name a few.
How to Compensate a Cosmetic Patient Coordinator to Increase Revenue
That’s why a cosmetic patient coordinator is vital to your process of taking an uncertain, confused, fearful prospective patient. Then build trust and agree to a life-changing surgical procedure they are willing to spend thousands for.
The patient still has to have a good phone call with your front desk and then a good consultation with you to go over to the clinical side.
But then it’s the job of the cosmetic patient coordinator to bring it home to a booked procedure. Then solidify it with a credit card charged for the deposit.
Most humans cannot stand the thought of “selling”. They see it as a dirty word.
Only a small percentage of people think differently and gladly put themselves out there to offer their services to people and help them get what they want.
Here are strategies to help you find and motivate the right cosmetic patient coordinator for your practice:
Hire the Right Cosmetic Patient Coordinator
The right coordinator can make or break your surgery schedule. So take your time finding the right fit for your practice.
Stay open and consider many factors such as their knowledge of this industry, their sales/customer service experience. Also their track record and achievements in other areas that indicate their work ethic and ability to meet goals.
By the way, take into account their personality, people skills, and team player attitude since that can go a lot further than experience. You can train the process, but not their character.
Clearly list the responsibilities and expectations for the position and the key performance indicators (KPI’s) that will be used to measure their success. For example, minimum of $50K booked per week.
Have a clear compensation plan showing off the potential money to be made. Along with perks such as free training, complimentary cosmetic services, health benefits, etc. Attract better-quality applicants who expect to be rewarded for the value they bring to your practice.
Train Your Coordinator to be Professional
This person is representing you, so they need to be, sound and act like a professional.
Having a professional representing you is the difference between a 7 or 8-figure cosmetic practice.
However, whether you hired a newbie or an experienced cosmetic patient coordinator, everyone can use new skills to improve. Be sure to hire someone open minded to learning and growing.
Because times change, patients change, and skills need to change with the times. Your cosmetic patient coordinator needs training to keep up (just like CME for you).
Give Your Cosmetic Patient Coordinator Wiggle Room to Negotiate
Today’s cosmetic patients have been conditioned to think price above all else.
They price shop for sport, to see how much less they can get something they want. That includes clothes, furniture, and even plastic surgery!
Give your patient coordinators boundaries so they have wiggle room for those cosmetic patients who insist on negotiating.
The reality is it has become commonplace for patients to push you on price so rather than spar with them, be prepared.
Determine ahead of time what you are willing to do to come to an agreement. So the patient moves forward, rather than leaves to negotiate with another practice.
And, it doesn’t have to be about price. You can add more value instead. For example, offer to remove those 3 moles that bother them at no charge while they are in surgery.
By the way, if you pay on total revenues, your coordinator is less likely to give away the store since that affects their compensation.
How to Pay a Cosmetic Patient Coordinator
You may choose to pay commissions to motivate a coordinator to make more calls. Or follow up more often and go the extra mile to get to a yes.
It can be 100% commission, salary-based with no commission, or a blend of both which is the most popular.
Some get a bonus when they book so many hours of surgery. But now they may push for patients to have multiple procedures. This could lose the patient altogether when they feel “oversold”.
Others get a fixed amount per surgery they book, but now they book the minimum and hope the patients come back for more.
Some are paid a percentage of just the surgeon’s fee or a percentage of total revenues collected, including OR and anesthesia.
So, how should you compensate a cosmetic patient coordinator?
The answer is always, “It depends.” 😉
If they are money motivated, it’s nice to give them less base and more commission so they are paid on productivity. However, that can create a divide between them and the rest of the staff when they are bonused and no one else is.
If they are a good team player, then give them a great base, and have an overall commission the entire team works towards and is divided up by hours worked.
During the interviewing process, ask them how they have been paid in the past, how much money they have made in the past and you could give them a choice of lower base/higher commission or commission only or salary only.
Their answer will tell you a lot and help you determine if they have the right mindset to be your new cosmetic patient coordinator.
If you have the right person but they need help converting more consults, I will personally train them to be a professional converting rock star within weeks.
