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Cosmetic Patient Events Don’t Work Anymore

The biggest reason cosmetic patient events don’t work anymore is because you are missing something
in the execution.

The reality is it takes time, money, effort and strategy to pull off a great patient event; however,
when done strategically, the benefits of a cosmetic patient event are numerous.

It can be a revenue-generating event worth many thousands of dollars to you in a few hours.

You solidify relationships with your current patients and start new relationships with prospective
patients who came with them.

The attendees can spread the word about you to their social media channels, giving you even
more exposure to new patients and it creates memories to help the aesthetic patient remember
you when they’re ready for cosmetic enhancement….even years later.

To help you have a great event, here are three important areas to focus on to ensure a successful
and profitable patient event:

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.

Choose a Theme

Answer the questions, “Why are you having an event and then why should the patients come to
your event?” Figure that out first and it makes the rest easier to plan.

For example, do you want this to be a “feel-good” event that shows appreciation to your patients
for supporting your practice growth, or is this a sales event to bring in extra revenues?

Personally, I suggest a combined event with “feel good” appreciation as well as a sales event
offering your patients perks for attending.

And, proven themes that work especially well are:

  • Girls Night Out (leave the kids at home and shop, socialize, sip)
  • Annual Patient Appreciation Event
  • Holiday Event (must be held early November before the Holidays start)

 

Now you need very good reasons WHY your patients want to attend your event when they have
so many other places they could be instead. For example:

  • Raffle Free Products and Services
  • 2 Extra Raffle Tickets for Every Friend they Bring Along (who is new to the practice)
  • Food and Drinks
  • Goody Bag for all Attendees (Value $X)
  • Special Pricing That Evening Only
  • Vendor Demonstrations
  • Make-up Artist
  • Computer Imaging
  • Photo Booth
  • Fortune Teller
  • Chair Massage
  • Photo with local celeb, author, artist

Now your patients are excited to come to your event since so much is going on and they want
to bring their friends with them.

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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.

Market Your Cosmetic Patient Event

It takes a lot of marketing effort to spread the word so everyone knows about your patient event.
That includes email, direct mail, in-house signage, posts, website banners and text messages. Of
course you want to invite your current patients but you also want to invite THEIR friends, family
members and colleagues. Add “bring your friends” to all of your messaging.

You even want to invite those patients who came in for a consultation but never booked and even
long-lost patients interested in reconnecting with you. What a great reason for them to re-engage
with you.

And, of course, use all of your social media channels to promote your patient event to prospective
patients who follow you on social and would love the opportunity to meet you in person.

Put Your Vendors to Work

Profitable Cosmetic Patient events work best when you have support from your vendors who can
be extremely helpful to you.

Your vendors want to help you promote their products and services, so let them. Give them space
to set up their displays, answer attendee questions, do demonstrations and do the selling for you
at theevent.

In return, they can help you with food, printing costs, product and/or samples and gift baskets,
so work with them.

This way, you and your staff can relax and schmooze with your guests while the vendors do the
heavy lifting of promotion.

Now you see why cosmetic patient events don’t work anymore if you don’t step up and use these
strategies.

Have fun and make money!

TESTIMONIALS

5/5
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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