A true aesthetic patient will do whatever is necessary to look and feel better. For now, they may pull back on the more extreme and expensive procedures; however, they will do something to regain what they believe they have lost to look as good as they feel.
Let’s remember there are still 76 million baby boomers getting older every day. They are not looking forward to old age or slowing down.
Many of them are experiencing new phases in their lives:
New job or a job layoff….. new marriage or divorce….upcoming wedding or high school reunion …
The point is there are millions of Americans who will do what they need to in order to enjoy a full, active life while looking and feeling good doing it.
So one of your strategies should be to target your older, more mature patients versus your younger patients. That’s just obvious because your mature patients have more concerns such as wrinkles, crepe skin, sagging body parts and sun damage. They are also more likely to have the financial wherewithal to afford your services.
More mature patients are least likely to be affected by what’s going on in the economy and the last affected by what’s going on.
Because when times are tough and finances are stretched, your aesthetic patients need to dig deeper for a reason to see you. A majority of your patients will continue to want, need and find the money for rejuvenation procedures because they want what they want.
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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.