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The world of cosmetic surgery has come a long way over the years. From being a niche market to now being a billion-dollar industry, cosmetic surgery is now mainstream.

That means your prospective patient base has opened to all shapes and ages of people. 

But their wants and needs are different so how do you keep up with what cosmetic patients need, cater to them, and relate to all? 

What All Cosmetic Patients Need and Want

Let’s start with the basic wants of cosmetic patients. The #1 reason is to improve their appearance. They feel self-conscious about certain physical features, so they want to add, subtract, rejuvenate, or renovate what they have so they feel more confident in their body.

Cosmetic patients also want to improve the quality of their life. Some want to just feel better about themselves, so they are happier, while others hope to turn back the clock and buy themselves more time to enjoy life. 

Ultimately, we all just want to be happy and a whole bunch of people think cosmetic rejuvenation will give them that happiness.

Cosmetic Patient Wants and Needs

There’s a difference between wants and needs. A patient’s wants are often driven by external factors such as social media or celebrity culture. Wants can be temporary and may not always align with what the patient actually needs. 

do cosmetic patients need to like you

That can cause a problem for you and require more attention to detail and personalization to make this patient happy because needs are based on the patient’s individual concerns and desires.

However, persuading a cosmetic patient to see it your way is a challenge. It’s a skill to learn how to relate to all types of patient personalities so they trust you enough to listen to your professional recommendations and choose you over all others. So…

How Can You Be Likeable to a Variety of Cometic Patients?

While I was writing the above, I realized surgeons need to get good at being likeable to the public whose wants, needs, beliefs, and expectations vary greatly, but here’s the thing…

No matter how old we get, it’s still a game of popularity … do patients like you more than your competitors?

To help ensure you are the winner, here are a few tips on how to be more likeable:

Be Genuine

Being genuine is key to being likeable. Patients can sense when you’re not being authentic and may be put off by it. Instead, be yourself and let your personality shine through. 

Patients are more likely to be attracted to someone who is comfortable in their own skin and not trying to be someone they’re not.

Listen

Being a good listener is an important trait in building likeability. When a patient is speaking to you, make sure you are fully present and actively listening to what they have to say. 

Show interest in what they’re saying and ask follow-up questions to show that you heard them. 

Show Empathy

Empathy is the ability to understand the feelings of others. This can be as simple as offering a listening ear or a kind word. Patients appreciate those who are empathetic and supportive.

reasons why cosmetic patients need to like you

Be Positive

Being positive is another important trait in building likeability. People are attracted to those who radiate positivity and optimism. Try to focus on the good in every situation and avoid complaining or being negative. This will help you attract more positive and like-minded patients into your practice.

Be Respectful

Being positive and respectful towards your patients is an important trait in building likeability. Treat others the way you would like to be treated. This means being kind, considerate, and polite to everyone, regardless of their background or status. 

Be Open-Minded

Being open-minded is important in building likeability. Patients will appreciate you more if you are open to new ideas and perspectives. This means being willing to listen to others’ opinions, even if they differ from your own. Being open-minded can help you connect with a wider range of people and build stronger relationships.

Conclusion

What cosmetic patients need and want are tough to keep up with so to work with them effectively, you’ll want to build up your likeability traits above. It’s not easy and it takes time and thoughtfulness, but it’s necessary to attract the right patients to your practice who actually say yes to you and move forward with a paid procedure. 

For more patient-attraction strategies, check out The Cosmetic Practice Vault…

Market, Scale and Exit, Insights From Grant Stevens, MD
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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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