4 Plastic Surgery Practice Gaps Costing You Dearly
Let’s start with the practice gaps MOST affecting your bottom line and then we’ll talk about the quickest
fixes to turn things around so I’ll jump right in with…
Plastic Surgery Practice Gap #1: You Need MORE Patient Leads
New patient leads is the #1 priority in any cosmetic practice. New leads are the lifeblood of your practice.
If you want more cash-paying patients and surgeries, you need more leads.
But where do these new leads come from and how do you get a predictable and steady flow of them?
You already know you have to “pay to play” in today’s marketplace. Why?
Because free organic SEO is no longer the “go to” search rankings strategy.
And, gone are the days of you being found “by accident” or just because you’ve updated your Website.
Even social media platforms will only show your posts to less than 10% of your audience because they want
you to pay to advertise so the cards are stacked against Free organic anything.
So the Secret to Attracting New Cosmetic Patients is to go where others are not….yet.
Here’s what I mean…
For the most part, old school media channels have been replaced by digital media channels:
– Print has been replaced by FB
– Radio has been replaced by podcasts and
– TV has been replaced by YouTube
So, you want to build a digital advertising strategy using these digital media channels because that’s where all the eyeballs are. Makes sense, right?
It’s About Demand Generation – NOT Fulfillment
And this may surprise you but the new trend in attracting cosmetic patients is this:
Demand Generation is Greater Than Demand Fulfillment
Here’s what that means. Only 3% of consumers who click on PPC ads are ready to buy (that’s demand fulfillment).
That’s why it’s so expensive to advertise there…because you’re competing for the same keywords your competitors are so it’s a contest of who can outspend everyone else.
A smarter approach is to go after the much larger group of targeted consumers on social media who
“could” be interested in your services (demand generation) if you make it interesting and compelling
for them to make it a priority.
THIS approach is cheaper, easier and super targeted so you’ll get way more leads.
The point being, social media advertising is the single biggest opportunity in the history of advertising
because for a fraction of the cost of TV, you can advertise online and target exactly WHO sees your ads.
But that means the ad design and copy of your ads are crucial to get a click.
It’s got to be eye-catching, engaging and it must offer the consumer cosmetic patient something of value
so they actually respond.
Because the ONLY thing that counts at this stage is to encourage a prospective cosmetic patient to take
the next step. And that is to click on your ad. But here’s the kicker…
Leads are only one part of it.
These leads need to be converted so let’s keep going…
Plastic Surgery Practice Gap #2: Weak Follow Up on Incoming Leads
Most plastic surgeons suffer lost profits here every day, every month and every year from this silent money-waster.
I think you’ll be surprised at the stats when it comes to staff following up on leads you spent a fortune to get
in the first place:
✓ 48% NEVER Follow Up
✓ Average First Follow Up is 72 Hours Later
✓ Only 25% of practices make 2 contact attempts
✓ 64% of practices do not have any organized way to follow up on a lead
But it’s not your staff ’s fault. They have NOT been given the tools or training on how to do it professionally.
That is a game-changer for you and a way to dominate your market when you use proven scripts and strategies to follow up faster and better than your competition but there’s more…
Here’s the next practice gap….
Plastic Surgery Practice Gap #3: Staff Can’t Convert Callers or Consultations
Every practice’s success is limited by their staff’s ability to convert callers to appointments and appointments
to paid procedures.
It’s way too competitive to be mediocre at this stage of the lead process. Take the phone leads…
Almost every office is challenged by this… Phone trees, answering machines, indifferent or unfriendly staff,
or new untrained staff and on and on.
Phones are taken way too lightly because it’s not enough to have a friendly staff person answering the phones; they also have to be skilled. Otherwise, you lose money.