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Faster Way to Scale Your Cosmetic Revenues

You may be looking for a Faster Way to Scale Your Cosmetic Revenues if…

  • You are surrounded by competition and need to stand out to attract more patients.
  • You reluctantly discount your services to attract new cosmetic patients or if
  • Too many of your patients DON’T book again so you have to spend more to replace them with new patients

And if you’re interested in a…

  • Faster, cheaper, easier way to acquire new patients without discounting your services.
  • Sure-fire way to increase your patients’ value so you have predictable and reliable revenues month after month.
  • New way to cut your advertising budget while still getting new patients so this blog post will help.

Scale Your Cosmetic Revenues by Adjusting Your Current Cosmetic Patient Marketing Strategies

When it comes to attracting new surgical and non-surgical cosmetic patients, I’m sure you’ve tried lots of different strategies such as:

– Designing or redesigning your website. You may have tried a different Internet marketing company to design your website the way you wanted it and you waited months for it to be finished and were so excited thinking THIS is going to change everything.

But it didn’t. You didn’t get ranked like you thought you would and now your disappointed that you were promised rankings but it didn’t deliver. So you were told to pay for Google Adwords and build up your social media channels to lead them to your website.

-Now you and your staff are spending time on Organic Social Media posting but it keeps changing so you try to keep up with the rules and the apps that make your posts more interesting, BUT doesn’t drive new prospective patients OR, it drives the audience to interact but they don’t convert to paid treatments

-So you try social media Advertising but that’s a whole other learning curve and gets expensive testing and trying different ads that actually work, so oftentimes, you get mediocre results and have no idea why or how to fix it.

-Or maybe you’ve tried a membership club, but it hasn’t gone well. Maybe it’s too complicated for patients to understand and for staff to execute, so it never builds any traction.

I’ll show you a different approach that addresses these typical problems and simplifies everything because here’s what’s going on in the marketplace…

Cosmetic Patient Attraction is Complex

Cosmetic attraction has gotten intensely competitive, expensive, and technical…

You may not realize just how insanely difficult it is to attract new stranger patients from the Internet.

These are consumers roaming around on the Internet, clicking around like crazy and getting overwhelmed with the choice of providers they have.

That intense competition forces you to market yourself using creative digital strategies that can be quite technical, as well as expensive because you’re spending time and money to “get found” on google and social media platforms.

And that’s when google and the social media platforms raise their prices, making your overhead costs go up, which means less profit for you.

Let’s take Facebook Advertising.

  • There are 8M monthly active businesses advertising on Facebook.
  • 1MM more are added each year

That means it’s going to cost you a lot more to attract new patients.

By the way, Facebook has increased their advertising rates 30% every year because they can.

Here’s another huge challenge. Internet privacy issues. 

The future of Google, Facebook, Instagram, and Apple is to NOT share data like before because of privacy, safety and fraud issues. Some of them are being sued for BILLIONS of dollars for collecting and sharing data about all of us and that had to stop. (Although it feels to me like the cat is already out of the bag.)

That means these platforms are not going to allow you to target specific audiences when advertising like before.

So online advertising has become the same as TV advertising.

You spray and pray to everybody and hope your target market sees your ads.

But you won’t be able to track who actually clicks on them unless you have sales funnels set up to capture their contact information.

Suffice it to say, this will make it even more expensive to attract new patients so you’ll spend more and get less results.

By the way, I strongly suggest you do everything you can from now on to control your own database of patients, prospective patients, social media friends and anyone else you know who is or could be interested in your services and you do that with optin landing pages that ask for their name, cell an email.

This way even if you are banned from a marketing channel, you can still communicate with your followers.

Organic Social Media

The next trend that hurts your bottom line is the decrease of organic social media reach.

Organic = free and we love that BUT you may have this false sense of security thinking you’re staying in touch with your patients.

When in reality, It’s estimated that you can only count on about 5.2% of your fan base seeing anything you post organically.

They want you to ”pay to play” but oftentimes won’t approve your ads if they are hurting the self-esteem of viewers so it’s a catch-22.

And when you are marketing to the public, you get a mixed bag of quality leads so who do you want to work with all day?

Complete strangers who don’t know you, don’t trust you, are skeptical and closed OR…

Those patients who know, like and trust you, wouldn’t go to anyone else and are a pleasure to be around?

And isn’t it easier to convert the established patient who is open to you and your suggestions than the Internet stranger patient who is skeptical and holding back?

Your established patients are also less price sensitive because they have more to go than price: they know you and the results to expect because they have experienced your work firsthand. They have peace of mind they’ll get another good result with no hassle. That matters more than saving money to a huge majority of consumers.

It’s also far cheaper to encourage your established patients to return than it is to attract new Internet Stranger Patients to replace them since it takes a lot to get someone’s attention in today’s crowded marketplace.

Your established patients are also More Likely to Give you a great Review or they are more comfortable with you so if they are dissatisfied, there’s a better chance they will go to you first before they complain on the Internet.

And we all know the best new patients come from current patients.

That fact seems to be taken lightly in most practices but it’s vital to remember and encourage.

Word of Mouth Referrals are the lifeblood of a Cosmetic Practice.

You’ll run out of time, money and energy running a “burn and churn” kind of practice.

The longer you’ve been in practice, the less you need to exert that kind of energy because you now have a raving fan club …or at least you could have a raving fan club who returns and refers a lot more often.

And here is one more point worth mentioning…

I heard a talk given by a VP at Allergan who was talking about a study they did of injectable customers and learned that ½ NEVER RETURN to you after their 1st visit.

 He said (and it’s so true)… In your mind, all your patients come back because those are the patients you remember.

The ones that don’t come back, you don’t know and don’t remember. That skews your perception, so you don’t focus on this part of your practice as an issue to address.

But this is exactly where to focus if you want a faster, cheaper, easier way to more cosmetic revenues.

So…now for the good news, because it’s not all doom-and-gloom.

There’s always a way and plenty you can do to adapt to these changing times.

Cosmetic Patients Have Endless Needs

Here’s the best news of all.., cosmetic patients  have ENDLESS NEEDS such as:

Wrinkles, red & brown spots, blotchy skin, sagging body parts and unwanted fat pockets.

But patients will do all they can to avoid surgery if possible. That’s why non-surgical is a $3 billion dollar industry and growing thanks to social trends, social media and advanced technologies that continue to fuel the need to look your best WITHOUT surgery.

And let’s face it, we females are hard on ourselves. We stare in the mirror and critique ourselves and then we finally have enough and do something about it and then what do we do?

We go find something else that bothers us about us and focus on that. It never ends and that’s what keeps all of us in business!

Build Relationships with Cosmetic Patients

That’s why you want to develop that relationship now so when they are ready for surgery, they choose your practice because they know, like and trust you already.

And once they have surgery, they are much more likely to now want your non-SX treatments to keep their new look looking good, especially as the aging process continues.

Think about it, somebody who cares about their appearance will care today and next month and next year and for a lifetime so you can become their one-stop shop for years to come.

The Demand for Non-Surgical is Enormous

And, here’s more good news. The talk I heard from the Allergan VP reported that while 65 million people in the US would consider facial injectables, only 4 million have been treated.

That’s only 6% of the US market so the room for growth is enormous!

And, here’s another interesting stat… Loyal patients spend 67% more than new patients and that makes sense because if they know, like and trust you, they are open to your recommendations and will gladly buy your services when offered.

And lastly, a 5% increase in patient retention increases your profits by 25% – 50% because you already spent the money to attract them, so now you just have to hang onto them.

And, recurrent patients tend to buy more, return more often and refer their friends.

This increases their lifetime value and decreases your marketing budget.

Importance of Patient Retention to Scale Your Cosmetic Revenues

So, the point is that the faster way to grow your cosmetic revenues is through RETENTION because you now use the resources you already have and that’s leverage!

Retention costs very little time and money but adds up to easy profits.

Let me ask you this: How BIG would your cosmetic revenues be if you didn’t lose any patients?

You likely have a database of thousands of patients. Can you imagine what would happen to your bottom line if a majority of them returned for more?

I know for a fact many of them would gladly return if given the opportunity and I’ll show you how…

So here’s how to scale your cosmetic revenues…

  • Change your Mindset
  • Change the Market
  • Change the Media
  • Change the Message

When you change your mindset from a one-time TRANSACTIONAL patient to a RELATIONAL lifetime patient, your world opens up to new opportunities. 
You see things differently.

So, rather than see your patients with Money signs, see them with LOVE instead.

Get excited for them. They want to look good and feel great, so your job is to help them get those feelings.

Patient Expierence Matters

Focus more on their experience with you and how they’re feeling. Remember, this is a consumer with a credit card who has lots of choice when it comes to fun medicine. So they are going to visit the practice that makes them feel good, in a comfortable, fun, friendly way.

Please see and treat your patients with love since they are responsible for your success.

When you treat your patients right, they become lifetime fans rather than 1-hit wonders.

They return again and again and bring their friends with them. This is the faster, cheaper, easier way to fill your practice with lifetime patients who turn into loyal fans who love you and wouldn’t dream of going elsewhere.

Please spend more time developing relationships with your patients so they feel appreciated, acknowledged, and special. It’s simple things like smiling and saying hello when a patient walks through the door rather than ignore them while you work on the computer. And, asking them if they’re comfortable throughout their treatment. And it’s getting to know them as a person.

The goal is to make sure they are smiling when they walk out the door.

The secret is to make your patients feel special because they are. Please treat these cash-paying patients with friendliness, kindness, and respect.

Change the Market

Who’s your target market? Or, who are your preferred patients? Rather than focus all of your time, money and effort trying to attract new Internet strangers. Focus more on your loyal fans and their friends and family. Give them such a great experience, they brag about you to others they know, and talk you up online.

Because the shortest distance between you and new patients is the girlfriend talking to her friends. It has always been that way and will continue to be the fastest, easiest, cheapest way to grow your cosmetic revenues.

Because we trust our friends way more than we trust someone’s website. If they tell us you’re great, we believe them. So do everything you can to give them a WOW experience they can’t forget. That helps ensure your name comes up when they are talking about cosmetic rejuvenation.

You want to create the referral snowball effect. 1 patient refers a friend. Then 2 becomes 4 and 4 becomes 8, 8 becomes 16 and so on, and it happened organically without you overspending on advertising.

Social Proof Online

Then, what’s the next closest thing to a word-of-mouth referral? That would be social proof online.

Consumers will still check you out online to either verify what their friend said or to see what others say about you out of curiosity. You want to do everything you can to be sure they read only good things about you. Then they approve their before and after photos to be used in your marketing efforts.

New prospective patients need proof. They need to TRUST you are the best choice and reviews and photos do that.

Good online reviews, is that it’s 1-to many so one review is seen by prospective patients online and that’s how you grow your patient list – with your current patients bragging about you not only to their friends and family – but also online to thousands of others searching for help.

Please make it a priority to build social proof by taking before/after photos, shoot happy patient videos and encourage your happy patients to give you a review online.

By the way, a really good exercise is to read not only your reviews online, but also your competitors and even others outside your area. You will learn a lot about what patients care about, and it will help you improve your own processes.

And, to eliminate bad reviews, the big no-no’s are keeping patients waiting, unfriendly staff, scheduling mishaps and money misunderstandings. And, remember, you lose that patient but you also lose their future revenues and those of their friends you’re never going to meet.

Multi-Channel Media Plan

Now you want to change the media to a multi-channel plan.

In today’s noisy world, you need up to 31 points of contact to get someone’s attention.

Basically, you need to be everywhere and use all marketing channels your prospective new patients could be using.

You can’t count on just one way to market.

You need lots of poles in the pond working together.

That means you need ongoing new content to keep your audience engaged.

What’s Your Message?

And here’s the most important. Change the message. Because it’s so insanely difficult to get a complete stranger to buy something from you, you fall back on price, as in discounts.

That message attracts price-shoppers but then you’re frustrated that you’re being nickel and dimed to death. Do you see the catch-22?

All of this discounting is hurting your profits and your image and it’s a race to the bottom because you can’t compete if you’re barely covering your overhead.

So I want to propose a different way…

Let’s change the message from special promotions to giving your patients KiSSes towards Free cosmetic services. The more they spend, they more KiSSes they collect to get to different levels.

So, using this KiSS strategy, one patient who is typically worth $1K is now worth $10K because you have a proven system to compel your patients to return more often. Refer their friends, give you a review that attract online prospective patients and shares you on social media so their followers choose you too.

That means a certain number of your patients grow your cosmetic revenues for you organically with preferred patients you want to work with that are just like them. Point being, you implement a system to grow your revenues with the resources you already have.

And that gives you leverage and peace of mind knowing you have a steady stream of patients coming in month after month to give you predictable revenues.

Do you see how strategic leverage gets you better results with less time & money?
If so, you’ll love what I have for you coming up.

With this creative solution, you don’t need to advertise, discount, hire more staff or buy more lasers.

Scale Your Cosmetic Revenues with KISS Loyalty Club

Introducing the Autopilot Patient Attraction, Loyalty and Retention system called the Kiss Loyalty Club where your patients get KiSSes towards Free Cosmetic Services, rather than discounts.

That means your patients will have fun collecting KiSSes and you’ll keep more profits.

Using our proprietary software and done-for-you marketing system. We encourage your patients to collect kisses for different levels of services such as Botox, filler or laser treatments.

And your patients get extra bonus KiSSes when they grow your practice for you. By returning, referring, reviewing, completing surgery, approving their B/A photos and sharing you on social media so their friends and followers choose you too.

The KiSS Club website is at www.kissloyalty.com and is different than anything else out there because its:

  • Drop Dead Easy for Staff
  • Fun & Compelling for Patients
  • Marketing Done-for-You
  • Exclusive to your practice because it locks out your competitors since patients can only get kisses from you

It’s also different because my team and I play an active role in your results. We take responsibility for your success and have an obligation to your outcome. That’s why we do all the marketing for you, so you don’t have to.

This way, you spend more time developing relationships with your patients.

Doesn’t that make more sense?

If so, please go to www.kissloyalty.com to see if you are a good fit for the KiSS Loyalty Club.

We would love to work with you to take care of this part of your practice for you.

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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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