Plastic Surgery Consultant

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Why Are My Surgery Leads Not Converting?

Attracting cosmetic patient leads is only the first step in your process. Converting leads is the real challenge converting  these prospective patients to paid surgical procedures.

If you are finding a growing gap between mild interest to putting down a deposit, you need to look at why this is happening so you can do something about it.

Here are 5 common barriers to converting cosmetic surgery leads and how to address them:

Lack of trust

One of the most important factors and decision making is trust. Prospective patients may question your credibility if they don’t find enough evidence of your expertise and skill. That’s why social proof is so important.

  • Clean up your photo gallery by taking consistent photos with the same lighting, angles and background. Designate a photo room and make this part of your pre and post process to collect photo consents.
  • Have a system to ask for reviews and then help the patient write and upload it. You can make a 5×7 postcard clearly explaining how to do it. 
Dr. Smith Generic Review Kit Cards
  • And, since the best reviews are well though-out, give them starter sentences to help them describe their experience with you in more depth. For example:
    • This is WHY I wanted surgery (pain point) ________________________
    • This is WHY I chose Dr. Smith _____________________
    • This is WHAT the experience was like ____________________________
    • This is HOW much I love my results and life now _______________

Lack of Connection

Cosmetic rejuvenation is an emotional decision filled with fear and uncertainty, so prospective patients are looking for a safe haven. You and your staff want to focus on building a personal connection with the patient, so they feel comfortable choosing you because you make them feel safe and secure. You do that by:

  • Making all patient interactions warm, informative and caring
  • Listening to what the patient is saying so they feel heard
  • Being curious and asking questions to address common concerns and objections they might not be saying
Marketing for Cosmetic Surgeons

Not Enough Clarity About Price vs. Value

Because of the competitive nature of our industry, prospective patients have so much choice that baffles them and makes it difficult to decide who the best surgeon is to help them get what they want.

YOU may know how great you are, but don’t assume consumer patients do. You can’t take anything for granted when it comes to the fickle and frazzled consumer who is overwhelmed with information and choice.

Too many other surgeons show great results online and have good reviews and testimonials, so what else can you do to stand out? Here are strategies to seriously consider and implement:

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  • Explain WHAT makes you different. Articulate through video how your unique techniques make all the difference in the results you’re able to achieve versus your competitors for converting leads.
  • Demonstrate through videos how much you and your staff are there to support the patient before, during and after their surgery. Show a tour of your gorgeous office and surgical suite, your rapid recovery process, and your superior aftercare support.

Finances

Cost is often an issue and the number one reason you tell me prospective patients don’t book.

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However, if you have attracted quality leads and you have built trust as well as a connection and you have been clear about why your fees are worth it, there is one more step….. 

Help patients find the money. Vanity knows no bounds and patients want what they want and will go to great lengths to get it so give them these suggestions for converting leads:

  •  Offer a choice of payment plans
  • Get an increase in current credit card limits in a simple phone call to customer service
  • Open a new credit card with 0% interest, cash back rewards and travel points
  • Use someone else’s Care Credit loan amount

Ineffective Marketing Channels Will Not Convert Leads

Are you tired of attracting bargain-hunting cosmetic patients? In today’s market, many potential patients are solely focused on finding the cheapest option available.

This fixation on price can be frustrating for high-end plastic surgeons, particularly when inquiries often begin with the dreaded question: ‘How much is it?’

If you are not happy with the quality of patients you are attracting, something is wrong with your marketing. You are not reaching or resonating with the right audience of preferred patience you want.

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It’s either your message, the marketing channels, or the demographics of those channels (i.e., zip codes) you are using. Try this instead:

  • Look at the last 50 surgeries you did and see where they came from. Then focus your time money and effort and those marketing channels only.
  • If you want higher quality patients, be higher quality in your own efforts and that includes your website, messaging and visual content.
  • Increase the quality and quantity of your social media content to expand your reach outside of your local area.

Take the time to address and implement these strategies and you’ll see a significant improvement in your conversion rates because new patients will feel your standard for excellence and genuine patient care. 

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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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