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Use Influence to Attract Affluent Patients

When you externally market your services and throw a big net out into the world, you get a big bag of questionable consumers. For example…

  • While one prospective patient is a no-show and keeps rescheduling her consult with you, others demand to get in immediately;
  • While some expect to pay a fair price for your expertise, others think your prices are insane and want to negotiate; and
  • Other patients are anxious to hear your recommendations, while some are insulted by your recommendations and leave their consultation never to be heard from again.

How to Attract Affluent Patients to Your Cosmetic Practice

The point is, that you will run yourself ragged catering to the general public if you don’t have strategies in place to attract affluent patients who will generate more revenue.

Attract Affluent Patients

Set Standards to Attract Preferred Patients

I propose you turn the tables and here’s what I mean…

Rather than react to and cater to patient demands, perceptions, beliefs, assumptions, drama, and problems, you become a force with strong roots and convictions.

That will define who you are, what you stand for, and what you will tolerate. These standards give you clarity about who you will work with and that, in turn, attracts the patients you want, while detracting the patients you don’t.

Now, your consults are more productive, and your patients are more prepared for their journey with you, so you both enjoy the ride.

Be THE Option rather than AN option.

The solution is to choose a persona that you’re going to present to the public that is designed to appeal to your preferred cosmetic patients, so they see you as the ONLY option.

Structure your brand, website, advertising, marketing and social media to attract your preferred patients and repel the rest. This strategically tells prospective patients what to expect from you.

Because cosmetic patients choose a surgeon they like and feel a connection with.

The more values they share with you, the more you connect with that audience.

Patients today want to know who you are as a person. That’s why social media is so popular. Patients are hungry for transparency and authenticity that shows you’re a multi-dimensional person they can relate to.

It’s your story that is so persuasive and memorable and what compels them to choose you. 

So, what’s your story?

Everyone has a story, you just have to tell it in an interesting way and include things like:

  • How you got to where you are and what made you!
  • Life-changing events
  • Overcoming adversity – Rags to riches
  • Persons of influence in your life
  • Family, health, fitness, music, hobbies

Now add in more emotional and logical reasons to bump up your brand to attract more of your preferred patients to choose you. For example:

  • Name dropping and association – Be seen with celebrities, have celebrities or influencers brag about you on their social media platforms and take photos with them whenever the opportunity presents itself.
  • Your website includes details about out-of-town patients flying in from around the world.
  • Your own consumer book
  • Your own podcast
  • Your own video “show and tell” library
  • Train other surgeons
  • Participate in charities and give back via mission trips. Not only does it feel good to give back, it’s also a great way to get PR.

Affluent patients want what’s new, different, unique so your own signature treatments with your name on them differentiates you. 

It’s also helpful to be a specialist in one thing; i.e., Over 10,000 facelifts performed or the only surgeon who (fill in the blank).

Raise Your Prices

Once you’ve done the above, raise your prices. Price indicates quality to consumers so charge more than your competitors but back it up with better branding, well-trained staff, results and customer service.

And then be consistent with your results, messaging and customer service. The patient has to have the same wow experience every time they interact with you and your staff.

Aristotle said it best: “We are what we repeatedly do. Excellence, therefore, is not an act but a habit.”

To discover more about branding and marketing to attract affluent patients, subscribe to my podcast Beauty and the Biz.

Tune into my Podcast – Beauty and the Biz: EP 125 How to Attract Affluent Cosmetic Patients

See More on My YouTube Channel:

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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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