Fastest Path to New Patients
Most surgeons I’ve spoken with all over the US have been super busy since they re-opened, and that’s fantastic.
The patient surge has been unexpected and strong.
I’m assuming it’s because a whole group of cosmetic patients are sick of being cooped up.
Their Botox and fillers wore off.
They gained quarantine weight.
They are tired of the standstill and they want to live again.
So, the demand has been great, and the surgeons are excited to get back into the operating room and do what they do.
Actually, many surgeons reported that after being in lockdown for months, they really missed going to the office, having a schedule and working with patients and staff.
So, there are silver linings that came out of this crazy time.
But here’s the thing.
We don’t know what’s going to happen next.
If we have learned anything, it’s that life can change fast and nothing is certain.
We also learned we need to be better prepared for life’s surprises.
That includes saving more so you have a cushion to weather storms as well as re-thinking your practice plan for attracting – converting and retaining cash-paying patients.
Let’s take new patient leads.
Although things are going well right now, life will get back to normal and advertising costs will increase for new leads and bad quality leads will continue to waste your time.
The conversion rates will continue to decrease due to relentless competition. And you will experience more and more patients running off to your competitors who discount their prices.
To combat those issues, you need a lot of leads coming in every day.
But HOW does that happen?
Well, you re-design your website and find an SEO company that gets you ranked which is getting more difficult all the time.
Or, you pay many thousands of dollars per month for google AdWords but oftentimes, those leads are weak and waste you and your staff’s time because they are weak.
Or maybe you and your staff spend a ton of time creating content for social media – yet you can’t track the results and just hope it’s bringing you new patients.
Before you spend more time and money attracting new patients to your practice, let’s first consider who is most likely to become your patients and where they can be found.
Here are 3 cash surge strategies to get you new cash-paying patients quickly, without breaking the bank:
- Increase the # of times a patient visits you
- Increase the amount of money they spend with you at each visit.
- Increase the overall value of each patient by harnessing their WOM referrals, reviews, before/after photos and their social media platforms so they spread the word about you to new patients.
This is so logical when you think about it because you have patients with endless needs such as wrinkles, sagging skin, thin lips, sun damage and that list of needs grows as the relentless aging process continues.
But HOW do you make that happen?
Use these strategies to immediately see a spike in patients, procedures and revenues:
Personalized Signature Packages
Don’t just sell packages. Promote your customized signature packages for each age group.
The packages include a combination of injectables, fillers, lasers and skin care for a special combo price.
The patient gets a WOW result and you get a patient who returns, refers and reviews.
Reconnect with Lost Patients
It’s much faster, easier and cheaper to encourage a previous patient to return to your practice than to attract a new stranger patient to you.
The majority of them left for no other reason than you’ve been ignoring them, so they wandered off to your competitor.
This is the time to “bribe” your previous patient to come back.
Make up a heartfelt email or even a direct mail letter that tells your patient you realize you haven’t seen them for a while, and you hope all is well.
Then invite them back with a $100 Welcome Back Gift Card to experience any of your services they had before or try new services you have added since you last saw them.
Add a 30-day expiration date so they act now, and your staff can call them one week before it expires to remind them to take advantage of this offer.
Partner with Your Patients
Honor their loyalty and treat them like good friends. Let them know how much you appreciate their loyalty as well as their help in growing your practice.
Make it easy, fast and worth their while to help you.
For example, rather than discount your services, offer your patients the opportunity to collect KiSSes for Free Services.
And give them extra KiSSes when they refer, review, offer to use their Before/After photos and post/share you on their social media platforms.
This is fun for your patients to collect KiSSes and it turns them into your practice sales ambassadors without breaking any fee-splitting rules.
The fastest path to new patients (and profits) has been, is and will always be your patients bragging about you to their friends, family, co-workers, stylist, gym buddies, neighbors and so on.
Just make it happen a lot more often. Details are at: www.KiSSRewardsClub.com.
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.