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Selling the Invisible: 4 Key Elements Needed

As a plastic surgeon, you’re in a tough position when it comes to promoting the invisible. 

Your surgical services are intangible. Prospective patients can’t “see, touch, feel” your product so that makes it difficult for them to decipher the quality of work they are paying for. 

That’s a big reason it’s so difficult for them to decide on you versus your competitors. There’s nothing tangible for them to compare. 

Cosmetic patients also have to get past the fear of uncertainty and regret. Let’s face it – once they have a cosmetic surgical procedure performed, it cannot be undone or returned. 

So, why wouldn’t a cosmetic patient choose you over others? 

The reality is cosmetic patients choose you for so much more than just your medical degrees. 

SO, HERE ARE 4 KEY ELEMENTS NEEDED TO PROMOTE COSMETIC SURGERY PROCEDURES and they all start with “P” :

PRODUCT 

Because your cosmetic services are invisible and do not provide prospective patients with visual clues about function, performance, and benefits, you have to be creative. 

The way to win over your competitors is to help patients understand what the procedure entails and its value to them. 

You win over patients by educating them. For example, the procedure description should clearly state: 

  • What the procedure is – as in what problems it addresses and how you uniquely solve those problems.
  • Why the Procedure is important – by explaining what noticeable improvements it makes
  • The Benefits of the procedure – such as you’ll look good and feel great and the 
  • Deliverables are what the patient can expect in terms of the journey before, during, and after.

There is much technology available today to help you illustrate your services and educate these consumers so they are better able to make a decision, so I highly recommend using it.

PERSONALITY 

Like it or not, thanks to the transparency of the Internet and social media, this has become a personality contest. 

Prospective patients want to know you as a surgeon but also as a person. They bond with you by feeling as if they know you through your photos and videos online. 

They want to see you as a multi-faceted individual. Not just a surgeon, but also as a Dad, spouse, speaker, gardener, cook, and whatever else you’re willing to share so the prospective patients feel comfortable enough to book the consultation. 

BTW, your personality IS your differentiator since nobody else is like you, so I highly recommend using it. 

PROCESSES

Professionally trained staff and well-defined processes ensure that your services are provided in a consistent manner. 

And, consistent service tells the patient you are a quality practice they can count on to give them predictable service in a specific way for a great result. 

A practice following consistent procedural protocols that runs smoothly is perceived as a sign of quality and cannot be taken lightly. 

PHYSICAL EVIDENCE 

This last “P” deals with anything ‘tangible’ or visual. That includes your before/after photos, reviews, and patient testimonials, preferably on an iPad the patient can feel and touch. 

But it goes beyond that to your image, such as your lobby, location, furniture, marketing materials, hair, shoes, jewelry, clothes, etc. 

It’s the details that distinguish you and help position you as the best service provider.

So to recap the 4 key elements needed to promote cosmetic surgical procedures are:

Product – Personality – Processes – Physical Evidence 

If you need help with this, let’s do a Free 30-minute strategy call you can schedule from my website at CatherineMaley.com

BEAUTY AND THE BIZ

Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

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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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