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How to Build Trust with Cosmetic Patients

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.

ways to Build Trust with Cosmetic Patients

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:

  • Age
  • Gender
  • Zip code
  • Lifestyle/hobby – tennis players, skiers
  • Interest group – defined by associations or chambers
  • Occupation-based – city workers, professionals, stay-at-home moms
  • Ethnic/religious
  • 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. 

how to Build Trust with Cosmetic Patients

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.

Build Trust with Cosmetic Patients

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.

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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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