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Ep.78: One Time or Lifetime Patient


One Time or Lifetime Patient?

As a surgeon, it makes sense that you focus all of your efforts on finding “one-and-done” prospective patients ready for plastic surgery.

However, it’s difficult to win today with that strategy.

When you change your strategy and mindset from a one-time patient to a lifetime patient, your world opens up to new opportunities.

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One Time or Lifetime Cosmetic Patient

Because after consulting with plastic surgeons for over 20 years, I have found that plastic surgeons tend to focus on surgery and that creates a “one-and-done” mindset.

Because if you’re a surgeon, it makes sense you want to perform surgery.  So, you focus all of your efforts on finding prospective patients ready for plastic surgery.

However, it’s difficult to win today with that strategy. You will go broke trying to find enough “needle in the haystack” plastic surgery patients ready for surgery in today’s competitive world.

 When you change your strategy and mindset from a one-time patient to a lifetime patient, your world opens up to new opportunities.

This might help….

Think of every single cosmetic patient as a $50,000 revenue stream.

One patient can be worth $50,000 when you consider what they themselves invest in your surgical and non-surgical cosmetic services, but also what their friends, family, colleagues and internet friends invest in your services as well…..when done right.

When you look at it this way, you realize you don’t need to spend as much time and money on “one-and-done” plastic surgery patients because you have a steady stream of patients who return, refer and review.

For example, if your average surgical procedure is $8K, it takes 125 of them to make one million dollars. However, you only need 20 patients when they are worth $50K to you to get to the million-dollar mark.

Do you see how exciting that is? Now you can scale to multi-millions of dollars per year because you are working smarter and not harder on these one-time hits.

That sounds great but how do you do that?
How do you fill up your practice with more of these high worth patients?

The secret is to make your patients feel special because they are.

Treat your patients like your family and friends and they will reciprocate.

But don’t leave this to chance. It’s not your patient’s job to nurture a relationship with you.

It’s you and your staff’s job to treat these patients with friendliness, kindness, respect and continue to nurture these relationships for a lifetime.

Here are 3 ways to segment and nurture your plastic surgery patients for a liftetime:

 

  1. VIP Status

 

After a patient has had surgery with you, invite them back for their post-op visit and let them know you have a gift waiting for them.

Also let them know you’ll be taking “after” photos and you would appreciate a video testimonial if they wouldn’t mind.

Now present them with a VIP card that entitles them to special perks for the next year. Some perks could include:

  • Valet Parking
  • No-Waiting Botox Appointments
  • Massage chair session in private room
  • 20% Off all laser treatments
  • Free Monthly Peel and so on

They will feel so special, they are bound to brag about you to their friends.

2.Exclusive Private Events

 

Once COVID subsides, Hold fun catered events in your office after hours for your surgical patients and they are to bring a friend to introduce to you and your staff.

You can have special guests such as an author or artist or give a mini presentation on what’s new in the world of plastic surgery and non-surgical technologies.

Your patients who had surgery can show off their results and talk you up and their friends can bond with you and your staff and talk about the possibilities of surgery.

Offer the guests a complimentary surgical consultation gift card and offer to book their consultation at your event to save them time.

3.Patient Loyalty Program

 

In today’s competitive world, it’s smart to do everything humanly possible to attract a new patient to you and then KEEP them for the long run.

However, our industry has been fairly commoditized, but you don’t want to compete on price. Instead, offer a better patient experience and reward them for returning, referring and reviewing WITHOUT discounting.

If you want an easy way to do this, just text the word EASY to 415-377-8700

Now, There are many loyalty programs available but most of them fall flat for a variety of reasons:

They are too complicated for the patients to understand and get excited about

The staff is confused by all the rules involved

And they are poorly marketed so they just fizzle out.

So please be sure you choose a loyalty program that is easy for your staff to implement and your patients are eager to participate in.

Again, If you want an easy way to do this, just text the word EASY to 415-377-8700

The point is to spend as much time building your practice from the inside out with patients who know, like and trust you as you do trying to attract new stranger Internet patients.

So now that you know more, do you want a one time or lifetime cosmetic patient? Please say lifetime 😉

Ok, that’s it for this week.

As always, thanks so much for listening and please subscribe to Beauty and the Biz if you haven’t already

A review would also be appreciated if you are getting value

And I’d love to hear from you

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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