Why do you choose a certain accountant, financial advisor, dentist or contractor?
Typically, it’s because you researched or heard from others that the provider gives you great service, is easy to do business with and does good work. You trust them to take good care of you and solve a problem you have.
The same goes for cosmetic patients choosing you. Except that it’s multiplied due to the nature of your services.
You have the skills to alter someone’s appearance, so they look better and then feel better and more confident as they move through life.
That’s a tall order. That decision is full of emotions: fear, uncertainty, doubt and worry.
Somehow, you have to build trust with cosmetic patients and get across to them that they will get the best possible outcome for their particular concern and they will not regret it.
3 ways to build trust with cosmetic patients and been seen as the best choice:
Specialize – You Can’t Be Everything to Everybody
I know you want all the business you can possibly get your hands on but that is not how you grow your name and reputation.
Getting very good and well known for a particular procedure has so many benefits.
It helps you focus and get a lot of experience with that procedure. Your results are better when you do something often versus periodically.
Patients start talking about you to their social circle. That could be their immediate friends and family, but also their facebook groups and social media followers.
You become synonymous with that procedure and are seen as the expert. That’s your free advertising. Your referrals will grow. The demand for your services will grow. You’ll raise your prices because the “right patients” will pay more for specialized services.
How to Become the Well-Known Expert
Find a niche in your marketplace and cater to it. Sometimes this happens organically but, usually, you have to create it and then grow it.
This is the vital piece….define your specialized procedure and target market by defining the criteria of your perfect aesthetic patients such as:
- Zip code
- Lifestyle/hobby – tennis players, skiers
- Interest group – defined by associations or chambers
- Occupation-based – city workers, professionals, stay-at-home moms
- Life events – marriage, divorce, death of spouse
Then, cater to those demographic groups. Join clubs they belong to. Attend events they attend and speak at association functions they are involved in.
Locate your office in the same vicinity. Become one of them. They will see you as the only choice for them because they are familiar with you.
The beauty of catering to a certain demographic is the referral base that grows from it. Like-minded people spend time together, work together and play together. They will talk about you to their friends and family and grow your word-of-mouth faster than you ever could on your own.
Now build an arsenal of social proof to build trust with other prospective patients who are also looking for your specialized services.
That includes an updated website, lots of reviews and plenty of before/after photos that reassure would-be patients you are the only choice.
But go a step further… Publish clinical papers, write a consumer book or free guide, and let your non-competing colleagues know you appreciate their referrals. You might even grab the attention of the media who wants to interview you or showcase your talents in their next issue or episode.
Case Study: Build Trust Through Specialization
A plastic surgeon with 10 years of experience in a hospital setting decided to go out on his own. He wanted to return to his hometown and practice in an affluent suburb; however, it was saturated with other plastic surgeons, and he was late to the marketplace.
Even though he could do full face and body procedures, he knew he would drown in “me too” services to compete. So, he decided to focus on rhinoplasty.
His website focused on it, he wrote papers on it, spoke at conferences and public events on it, and got involved in the community.
He hired a PR agency specializing in digital marketing to help spread the word. Received offers to be interviewed, speak and be an expert guest on blogs, facebook groups and consumer webinars.
He also reached out to his fellow plastic surgeons and let them know his focus was on rhinoplasty and not body work.
Now he is 5 months booked out and couldn’t be happier.
Warning: Specialization Takes Time and Courage
This approach takes an unwavering decision to commit and stay the course for the long run. It was crickets for two years and he wondered if he was going to make it.
You have to pull from deep within to trust yourself and your skills and NOT waffle. You decide, put the flag in the sand and stay focused.
Basically, you burn the boats, so you have to succeed because you decided this is your focus…no matter what.