Cosmetic patients today are so price-focused (cheap), it can drive you crazy. You get leads but most of the time it starts with the one question which is…. “How much is it?”
Or worse, they attempt to negotiate with you or your coordinator by letting you know they can get the same thing cheaper elsewhere. Really? Do they really believe all surgeons are the same?
Many do, given the overwhelming information available online and the incessant advertising efforts suggesting all surgeons are created equal.
How to Deal with Cheap Cosmetic Patients
On the one hand, you deserve to be fairly compensated for your expertise and the reputation you’ve tirelessly built, and on the other hand, you don’t want to lose to your discounting competitors.
Consider These Pricing Strategies
You can match competitor’s low prices; however, that sets the tone for your relationship with that new patient forever. Consider how difficult it is to upsell a discount-minded cheap cosmetic patient who came to you initially for the price, because they will also leave for price just as fast.
You can charge more by declaring your expert status and then proving it by showing off your great results and ecstatic patient stories. However, this approach takes time, money, and dedication to collect social proof from your results, as well as increase your online exposure through new marketing networks.
Increase your reach to new prospective patients with mass media PR, guest appearances on other popular podcasts and youtube channels that cater to your preferred patient demographics, social media live streaming on your own channel or guest hosting on influencers’ channels and so on.
The Optimal Approach: Balance Price, Quality and Service
The most practical strategy would be to offer a balance of price, quality, and service.
Attention to detail matters because you increase your prices while increasing your higher standards.
Because even though this is an emotional decision for patients, they also need logical reasons to justify to themselves, and then explain to others, why they are paying more.
Ensure that every facet of your practice conveys quality:
- An up-to-date website with a polished appearance.
- Compelling before and after photos showcasing your skills
- Glowing online reviews that affirm your results.
- Informative YouTube videos establishing your authority.
- Engaging Instagram content that tells your story.
- Friendly and professional phone etiquette from your receptionist.
- Excellent customer service skills among your entire staff.
- Superior patient experience thanks to your polished processes.
- Inviting office space furnished to convey excellence.
- Professional appearance for you and your staff.
Stop Catering to Bargain-Hunters
If you want to avoid cheap cosmetic patients, no longer cater to them. Stop advertising specials to total strangers on the Internet. Instead, educate them on what makes you the better choice and prove it.
It’s a mindset shift…..decide to be and do better, and you will naturally attract prospective cosmetic patients who value your skill, expertise, and reputation as more important than saving money.
If you need help with your own pricing strategy, click below to schedule your 30-minute consult call with Catherine.