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, during your consultation with them, they attempt to negotiate with you or your coordinator by letting you know they can get the same thing cheaper elsewhere.
Really? Is that really true? Do they really believe all surgeons are the same?
Actually, due to the overwhelming information on the Internet and insane marketing efforts, consumers do start to believe that.
So what do you do?
On the one hand, you want to be fairly compensated for your skills, expertise, and the years you’ve put into building your practice and great reputation.
But, on the other hand, you don’t want to lose to your discounting competitors. It’s so frustrating to have to decide how to deal with these price-shoppers, isn’t it?
So, you have several pricing choices:
- You can slash your prices to match the discounters in your area
- You can DO better, BE better and charge more than your competitors
- You can strategically offer a balance of price, results and service
The first option is not a good one. If you lead with price, you set the tone for your relationship with that new patient forever.
We all know how difficult it is to upsell a discount-minded cosmetic patient who came to you initially for the price (because they will also leave for price just as fast) so this is NOT a good strategy.
The second option is to BE better by charging more than your competitors because you are seen as the expert in the media.
You get that expert status by building a name in your community through active community involvement as well as PR.
Just know, PR is great when you can get it, but it doesn’t usually just fall into your lap.
It typically takes time, money, and effort to get that kind of coverage.
I believe your best strategy is the last one, which is to offer a balance of price, results, and service. That means be congruent.
You have to back up your higher prices with better service, results, and the experience the new patient has with you.
Because even though this is an emotional decision for them, they also need logical reasons to explain to others why they chose you.
Details count since the patient is looking for clues to justify spending more with you than the discounting competitor. That includes the quality of your:
- Website updated “look and feel”
- Your excellent before/after photos
- Your interesting Instagram account
- Your educational and entertaining videos on YouTube
- Your positive online reviews
- Your receptionist’s friendly phone voice and skills
- The rest of your staff’s customer service skills
- Your office location and furnishings
- You and your staff’s hair, makeup, clothes, shoes, etc.
And, if you don’t want the cheap cosmetic patients, I suggest you don’t cater to them anymore.
Stop advertising specials to total strangers on the Internet.
Instead, educate them on what makes you the better choice over the lower price.
Start attracting a better quality cosmetic patient by stepping up your game so you attract the cosmetic patients who care more about your skill, expertise, and reputation than they do about the cheapest price.