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Ep.92: Allergan – Consumer Demand for Injectables

Beauty and the Biz

While 65 Million people in the US would consider facial injectables,, only 4 Million have been treated.

That’s only 6% of the market so the room for growth is huge!

The injectables prognosis for the coming year looks favorable, and Catherine shares how to effectively capture this turn-key sector of the industry and reap the patients AND profits!

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I recently spoke at AACS’ virtual Annual Meeting.

Virtual is ok but will never replace the real thing:

  • Human interaction
  • Hallway talks
  • Networking
  • Building relationships face-to-face for a lifetime

I sat in on a presentation given by Jason Gilmore, a Senior VP at Allergan.

His excellent talk was entitled:  A Year of Struggle. What 2020 taught me about aesthetics and what to do about it.

Here are the highlights that I took away that would be important for you to consider:

He started with these interesting stats gathered in 2018:

While 65 Million people in the US would consider facial injectables,

Only 4 Million have been treated.

That’s only 6% of the market so the room for growth is huge!

And the International Market is even bigger.

He said the demand for BOTOX has recovered and increased A LOT since COVID; however, Allergan spent a ton on marketing and increasing sales:

But Allergan wasn’t sure if this increase was the regular patient base coming back for more or if it was new patients now wanting injectables. So, they were happy to learn these stats:

22% of BOTOX in Q3 of 2020 were patients NEW to the brand

37% of JUVEDERM in Q3 of 2020 were patients NEW to the brand

The demand for these injectables is likely due to the fact that patients can’t spend on travel and restaurants, so they, instead, spend their disposable income on cosmetic rejuvenation.

If you’re a surgeon, you may be saying Why DO I CARE About Fillers?

For lots of reasons:

If you develop trust with the patient early on, they are more likely to stay for surgical procedures.

Or maybe they had surgery and now want non-surgical procedures.

Patients will go up and down the ladder of endless needs and move on to next body part.

The longer you keep that patient, the more add-on revenues and word-of-mouth referrals you’ll get.

So back to Jasons’ talk. He then asked why isn’t Allergan bigger?

He wondered why if 65-million consumers are interested and search like crazy for Botox and filler, but don’t get treated, there’s a fundamental problem.

Actually, there are 2 fundamentals problems…..

Problem #1: Lead conversion

Their stats show:

Only 6 out of 100 phone leads are converted!
The best practices in the country only convert 18 out of 100!

Why is that?

The response time is crucial so you need to answer your phones and online inquiries immediately with a friendly human person and you need well- trained staff who know how to bond with and convert callers.

And the other big problem affecting your revenues (and Allergan’s) is

Problem #2: Patient Retention

Jason’s team reported:

50% of injectable patients never come back and that continues to decrease.

So, why don’t they come back?

He said (and it’s so true)… In your mind, all your patients come back because those are the patients you remember.

The ones that don’t come back, you don’t know and don’t remember. That skews your perception, so you don’t focus on this part of your practice as an issue to address.

The driver to patient retention is the practice experience.

Not the function or the result the patient gets because they assume that already.

It’s the emotional job that is not being handled correctly so patients continue to leave to find another practice they feel good about visiting.

So, what should you do?

Jason wrapped up his talk with these (2) action items:

  

  1. Fix Your Front Desk

 

Before you spend a $1, understand your most valuable marketing channel is YOUR FRONT DESK!

It’s the most valuable ROI channel you have. The interaction with new prospective patients on that first phone call has everything to do with that patient choosing you….or not.

It’s their first exposure to your practice so make sure it’s up to par.

Patients don’t pick up that phone lightly. That’s a big step so your front desk needs empathy, and the emotional elements are needed.

For example, your receptionist can tell the caller, “I’ve had Botox” to make the caller more comfortable to come in and learn more.

 

  1. Advertise

 

Jason recommended paid ads on Google, Instagram and Facebook. He suggests paying for clicks or impressions and testing first.

Also, be authentic in your advertising so patients feel a connection to you.

Here’s My Feedback on Jason’s Allergan Presentation

Fix Your Phones – AGREE

I agree, and have touted for years, to get your phones right since too much money is lost at this stage.

Your front desk needs to be professionally trained to:

  • Bond with the caller
  • Credential you as the BEST CHOICE
  • Ask for the appointment

If they need help, have them join The Converting Club for Receptionists. It’s quite common for phone conversions to increase by 30% within 48 hours when they have the right structure and scripts:

Paid Advertising – DISAGREE

Non-surgical injectables have been commoditized. It’s too competitive and too expensive to advertise services so many others CAN do and WILL do for a lower price.

Not only will you spend (waste) a fortune advertising injectables, you’ll also be forced to lead with price specials to get the attention you want so that’s a dummy whammy on your profits.

A much cheaper and more effective approach is to thank your patients for their loyalty, so they return, refer, review and share you on social without discounting your prices!

 

If that sounds interesting, please check out my KiSS Loyalty system.

You can find both the KiSS Rewards Club and the Converting Club on my website, www.CatherineMaley.com, under services.

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.

BEAUTY AND THE BIZ

Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

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"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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