Promote Value and Benefits of Your Service
The value of your services is the difference between the price you charge and the benefits the patient perceives they will get.
If the patient perceives they will get a lot of benefit for the price they pay, then their perception of your value is very high.
The good news is, you can control that.
Spend the time teaching prospective patients how much they will benefit, how much your expertise and skill will help them, and all of the things your intangible services can do to help them to achieve their goals and solve their problems.
The more you focus on these values, the less important price becomes.
Here are steps to follow to help you focus on more than price:
Who Wants Your Services?
In other words, who is most likely to choose you and pay your prices? How old are they? What is their income level? Do they have children? What is their level of education? What zipcode do they live it?
Now that you know their demographics, ONLY advertise to that targeted audience.
Not only will you save money, but you’ll also get better quality prospective patients who can afford your services and who want to pay a fair price for your skill and expertise.
Identify the Patients’ Problems Clearly
You are in the business of providing solutions to problems consumers have about their appearance.
Cosmetic patients pay you to solve their problems, so your job is to find out what bothers them and why.
Here’s a secret that wins you more patients……
Not only are you looking for the positive benefits prospective patients hope to gain such as increased confidence, increased desirability to the opposite sex and a new lease on life, but also address their fears.
Because they may like what they hear, but they are afraid. Afraid they will spend all of this money and time recuperating only to regret their decision.
The media loves to show plastic surgery patients who have had bad plastic surgery outcomes with distorted face and body features, awful scarring, and disfigurement of other cosmetic surgery patients who said yes.
So, the prospective patient is scared they, too, will end up with regret and have to go through hell AND spend even more money to fix it.
The surgeon who not only proves their skill but also calms their fears AND reassures them of a better future, wins.
For all sorts of reasons, consumers are a skeptical group. They want proof from all sorts of sources so provide it. For example:
Proof from You:
- Your great before/after photos untouched – and lots of them
- Your videos explaining each procedure
- Your videos talking about pros/cons; i.e., A smiley face scar vs. a flat tummy
- Your videos showing how your technique is different to get different/better results
- Tour of your private and comfortable in-house OR suite
- Your clean and updated office
- Your PR
- Your speaking engagements
- Your book and/or articles authored
- Your guest spots on others’ blogs and podcasts
- Voted Top Doc
- Excellent staff credentialing you
- Your superb customer service
- Patient video testimonials telling their story and what you did for them
- Patient online reviews
- Patient comments in 3rd party forums
- Google your name and all good news comes up
- Your patients interacting and talking about you on your and their social media platforms
The more benefits, value, and proof you can clearly provide to prospective cosmetic patients, the more likely they will consider more than just price.
When done correctly, they see and appreciate your higher price is well worth it.