While the economy is in a slump, aesthetic patients are opting for less. They may be scared they’ll lose their job or they may just be hanging onto their disposable cash for now until things get better. That’s the reality but so is this: Aesthetic patients didn’t stop wanting to look good. Even though they may be holding back on the bigger-ticket surgical procedures, they will find the money to do something that makes them feel better about themselves.
Give them alternatives to expensive surgery. Show and tell them how you can treat them with minimally-invasive (MI) procedures to give them a temporary WOW look they will love. Give them “Beauty on a Budget” alternatives they can live with for now.
And, by all means, you – the physician should be administering the injectables yourself. Not only is it great to stay in practice and get really good at facial rejuvenation using injectables; it’s an easy way to connect with and build relationships with your patients. The more points of contact you have with patients, the more they will remember you when they’re ready for surgery. Building solid relationships with your aesthetic patients will keep them loyal to you, returning more often and referring their friends.
Most patients don’t know all the uses for Botox, wrinkle fillers and lasers. You need to tell them and show them. Nowadays, you can really get some excellent results using MI procedures. You have probably thrilled some of your patients with your injecting techniques that have filled, plumped and stopped wrinkles in their tracks so show off your rejuvenation skills to other patients who would appreciate these quick and inexpensive solutions.
How do you promote MI procedures? Start with your telephones. Have your receptionist answer the telephone with a little verbal ad. For example, have her announce you now offer the Botox Alternative, wrinkle filler that gives you a cheek lift or skin tightening. Rotate your messages and say them in a conversational tone to prompt the caller to learn more.
Use on-hold messaging rather than music if you must place a caller on hold. I guarantee aesthetic patients want to know what’s new so tell them and then urge them to ask to learn more.
Part 2 will discuss In-House Marketing of MI procedures…
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Thank You, and I encourage you to leave any comments or questions below.
Article by Catherine Maley, MBA, Author, Your Aesthetic Practice and President, Cosmetic Image Marketing
She is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars.