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How to Run a Cosmetic Practice: 5 Ingredients Needed to Succeed

Knowing how to run a cosmetic practice is similar to following a recipe. You need a foundation of key ingredients. Without them, the whole thing comes crashing down. 

When you focus on these 5 key areas to run a cosmetic practice, you’ll easily grow, scale and win.

1. Retaining and Maintaining

No practice can grow and succeed if it can’t retain patients. If I asked, could you tell me the percentage of patients and the number of dollars you lose each month in patient churn? If you could, you’re among just 10% of all practices. That’s a big issue and a major reason why cosmetic practices don’t scale. 

When you reduce patient churn, you increase your revenue, boost your referrals, have more opportunities to upsell and achieve a higher lifetime value for each patient. 

If you have a churn problem, now is the time to address it before you lose more. 

A few ways to help include improving your pre-consult education, improving your customer service response rate, focusing on relationships more than transactions, and cross-promoting your services with combined therapies for a WOW result.

2. Marketing and Advertising

You need both to generate quality leads, as well as a sales process that converts those leads to paying patients. This isn’t easy, but it’s vital to your success. Invest in the channels that give you the best quality leads, use a customer relationship management (CRM) system that allows you to keep track of, nurture, and follow up with leads, and train your staff to professionally convert callers and consults to paid procedures.

3. Systems and Processes

When consulting with practices, I find most of them can’t scale because they don’t have systems and processes in place for things like hiring A-Players, meeting regularly, or focusing on a great patient experience. 

That means their team is often “winging it” to get things done, with no clear direction or scripts, and running to you for the answers. This is an inefficient, disorganized way of doing business and it kills your bottom line in several ways:

  • It diverts your attention from your primary focus on patient care.
  • It holds you back from scaling because new hires must be trained from scratch.
  • It makes your practice virtually unsellable because it can’t operate without you.
  • It causes burn out for you and your best staff who have to soldier the brunt of the responsibilities.

I suggest hiring a competent person to oversee this side of your practice or at least hire a consultant to put systems in place and increase your efficiencies. 

4. Happy Staff 

One of the smartest things you can do in business is seeing your staff as your revenue-generating team. They spend more time with your patients than you do, so, if they are happy, they will do a better job taking care of your patients. 

That will, in turn, inspire your patients to return more often, refer more, and stay with you longer. 

So how do you keep your staff happy? Hire A-Players who share your values and vision and pay them well. Meet with them often and get their feedback. That shows you respect and appreciate them. And mix in fun events to keep them happy and engaged.

Why bother? Because keeping your team happy is much cheaper than employee churn which costs at least 3X more. And, Forbes reported in one study, “Happy Staff are up to 20% more productive than unhappy staff”.

run a cosmetic practice

5. Be the CEO of Your Practice

If you want to win, then you must think, act, and be the CEO of your practice. That means being adaptable to change and leading your team. 

This industry is changing constantly and so is technology, digital marketing, and patient tastes, so your job is to invest in yourself. Rather than chase the next shiny object; instead, focus on the leadership and business skills required to be an effective CEO. 

Once you get that your success is based on these fundamentals run a cosmetic practice that grow and scale your practice, your revenues will increase, your staff drama will decrease, and you’ll enjoy your practice more because you’re progressing. Nice, huh?

 

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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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