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Creative Pricing Strategies for Plastic Surgeons

Creative pricing strategies for plastic surgeons helps you charge prices worthy of your skills and expertise, while attracting patients who understand you get what you pay for and they care more about quality than saving money.

Money is a funny topic for cosmetic patients. Its emotionally charged and hinges on beliefs and perceptions of price vs. value.

But here’s the thing, a cosmetic patient can feel one way but be swayed to feel a different way once they are presented with a new perspective.

For example, they would never consider paying a consult fee until they dig deeper into your before/after photos and patient reviews and learn more about you on your IG page. Now, they see the value in paying for your time.

We all do it. We balk at price as a knew-jerk reaction until we have more to go on that changes our mind.

Your prospective patients have too much information and choice which is making it difficult for them to choose you.

So, here are creative pricing strategies to help your cosmetic patients make sense of the price and move forward.

Strategy #1:  Enhance Your Brand

Creative Pricing Strategies for Plastic SurgeonsAlthough you don’t have a power brand like Coca-Cola or Gucci, you do have your own unique brand that positions you in the marketplace.

Bump up your brand with an updated website that has a fresh look and feel. Show off all PR efforts with you in the news or “seen in” publications like this one shown in the airline magazines. It’s a “pay to play” strategy but a clever way to say you are the best plastic surgeon without YOU saying it.

You can also show off your skills and personality on social platforms through photos, posts and videos. Get in the habit of producing more content than others by including a blog post you regularly write for and/ or a consumer book.

Strategy #2:  Grow Your Celebrity Status

Since you are probably not married to a Housewife on the Bravo Show, your next best bet is to have local celebrities in your community make you their go-to cosmetic expert.

It can be anyone with a following of trusted fans such as a radio host, socialite fundraiser, Instagram influencer or someone who owns a popular business in your community.

Have such a good relationship with them, they are anxious to tell their audience about you and the great results they get.

Strategy #3: Show Off Social Proof

Since you offer intangible services, prospective patients can’t see how great you are. They can only go by your reputation, both online and off.

Use your patients to attract new patients.

Fill up your photo gallery of before/after photos showing off results of your happy patients. Show different demographics so prospective patients can see themselves in your photos.

Be sure new online reviews are consistently being uploaded by your happy patients to drown out the 1 or 2 unhappy patients.

Ask your post-op surgical patients to do video testimonials in your office telling others about their experience.

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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.

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Strategy #4: Specials for Special Groups

Creative Pricing Strategies for Plastic Surgeons

Anytime you can make prospective patients feel special, they will gravitate towards you. For example, offer special pricing for teachers in the summer, flight attendants, realtors, mommies in the community, army personnel and so on.

Strategy #5: Offer Bundled Packages

To help your patients get optimal results and keep the decision-making easy, create specifically themed YOU packages.

Themes can be a certain demographic or based on season or holiday. Be creative. For example, Your Signature Breast Aug package includes all fees + pain pump + post-op garment + goody bag to include Beauty Bucks for lip filler, CoolSculpting and Botox.

Now add up all the costs and offer the package for 10% less. Let’s say the entire package retails for $7500; however, you save $750 on this bundled package and get so much more value for your money.

Now, the patient can’t pull this apart and price-shop it with your competitors because it’s no longer an apples to apples comparison.

Strategy #6: Plastic Surgery Patient Loyalty Program

Rather than slash your prices to compete with the countless med spas, institute your own loyalty program that eliminates discounting but encourages your patients to return, refer and review.

For example, The KISS Rewards Club gives the patient a KISS for every dollar they spend and they collect them for free Botox, fillers and lasers.

They also get automatic KISSes when they refer a friend, leave a great review and approve the use of their photos to be used in your marketing.

Use these creative pricing strategies to help your prospective patients consider more than just price when choosing a cosmetic provider.

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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