Tired of Cheap Cosmetic Patients?
Welcome to “Beauty and the Biz”, where we talk about the business and marketing side of plastic surgery, and today, we’ll be discussing “Tired of Cheap Cosmetic Patients?”
I’m your host, Catherine Maley, author of “Your aesthetic practice – What your patients are saying”, and consultant to plastic surgeons to get them more patients and profits.
Tired of Cheap Cosmetic Patients?
Cosmetic patients today are so price-focused, it can drive you crazy and make you tired of cheap cosmetic patients.
You get leads but most of the time is 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 amount of marketing we are bombarded with, consumers due start to believe that.
So what do you do so you can turn cheap cosmetic patients into value-added ones?
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 who cater to cheap cosmetic patients, right?
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. This will not help you learn how to address cheap cosmetic patients.
We all know how difficult it is to upsell a discount-minded cosmetic patient who came to you initially for 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 (and not necessarily from cheap cosmetic patients) through active community involvement as well as local and national 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 and not fall into the trap of focusing cheap cosmetic patients.
You have to back up your higher prices with better cosmetic 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, and you’re trying to figure out how to stop catering specifically to cheap cosmetic patients. That includes the quality of your:
✅ Website’s 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 and learn how to stop discounting your cosmetic services.
Stop advertising specials to total strangers (cheap cosmetic patients) 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; and so you can finally learn how to convert cheap cosmetic patients into higher quality revenue-generating ones.
If you want to talk more about your specific situation, or need more tips on how to address cheap cosmetic patients, just leave me a message at:
…Or DM me on Instagram at:
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