There’s a common complaint I hear from plastic surgeons about
running a successful plastic surgery practice.
It’s that the staff is not doing their fair share to grow the practice.
Surgeons often feel the staff is there to do the bare minimum to get
by but they are not actively engaged.
The surgeon feels that although they have several people on the
payroll, they still feel responsible for marketing the practice because it
seems to the surgeon they have to make sure things are getting done
or it doesn’t happen.
They want their staff to step up and take care of these money-making
details so what can they do?
Here’s what I tell surgeons. For starters, nobody will ever care as
much about the success of your plastic surgery practice as you do.
Your staff just doesn’t have as much “skin-in-the-game” as you do.
However, that doesn’t mean your staff can’t be a huge asset to your
practice-building activities. There is a tremendous amount they can
do to promote you and ALL of your services.
When you hire the right people, they will WANT to help you grow.
They will be open and anxious to promote you and your services.
They will go above and beyond to get you more conversions, more
reviews and more referrals.
So, do you have the right people on board? If so, did you give them
the strategies and tools to promote you professionally?
For example, did you know that 9 out of 10 cosmetic surgery
offices have poorly-trained staff, who can’t convert callers to patients
and consults to paid procedures, costing them thousands of dollars a
year in missed revenues?
Are you one of them?
When it comes to growing your cosmetic practice, the number #1
complaint I get from surgeons like you is they have great staff but they
are just not skilled enough when it comes to promoting you and ALL of
your services to your prospective cosmetic patients.
So, you hear callers hang up without scheduling and watch prospective
patients walk out your door without scheduling surgery.
That is a clue things are not as good as they could be.
Cosmetic patients are a fickle group. Their experience with you and
your practice starts and ends with your staff. Anytime a prospective
patient calls and visits your office, as well as interacts with your staff,
gives them an impression about you and your practice.
What can your staff do to help you market your practice?
Think about it . . . You pay all of this overhead to salaried staff members
to work with your cosmetic patients so you can focus on what you do
best only to find that 7 out of 10 of the prospective patients who came in
for a consultation decided to wait; or worse — decided to go to someone
Or, they did a great job converting the patient but now dropped the ball
afterwards so you don’t have good before/after photos, a testimonial, a
great 5-star review or referrals. What a missed opportunity!
Your staff can make or break your practice – period. Nothing is more
important to your success than the patient relations skills your staff has
or doesn’t have.
Your patients will spend more time with your staff than with you.
Frankly, you may not even get the chance to meet new prospective
patients if your staff doesn’t have the skills or interest in getting them in
the door and through your processes so it’s imperative your staff is as
committed to the success of your practice as you are.
Every minute you’ve spent and every dollar you have invested in
setting up, marketing and promoting your practice will rely on
your staff’s support to succeed.
The reality is your staff may be unknowingly sabotaging your best promotional efforts.
- Maybe they are confused about their role.
- Maybe they don’t understand their significance.
- Maybe they don’t have the ideas and skills necessary to promote you and cross-promote ALL of the services you offer.
Every patient interaction they have on your behalf– either on the telephone or in person – either enhances your image or destroys it and either adds to your bottom line or it doesn’t.
Prepare your staff for success so they stay motivated and “plugged in” to help you grow your practice.
How does your staff help you promote your practice?
What do you wish they would do to help you?
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.