I’m sure you’re painfully aware that with so many choices empowering
people to make decisions, prospective cosmetic patients are gaining
complete control over the decision-making process.
That means patients are comparison-shopping like never before and
taking their time to evaluate their options.
So your best plan of attack is to address the most important aspects
of your practice that actually grow your revenues. Here are the top 4:
1. Get more patient leads
Of course, new leads are the lifeblood of your practice but where are they
Are you counting on free organic search for new patients to find you?
If so, you may be disappointed since organic SEO is no longer the “go to”
search rankings strategy.
It’s not so easy to get ranked organically because there’s a good chance
ASAPS and ASPS website will rank over you because they are authority
So maybe you’re putting a lot of money into Pay Per Click Ads but losing
to your competitors who are willing to outbid you.
The secret to advertising is to go where others are not so you have a better
chance of grabbing the attention of would-be patients. But then what?
2. Follow Up on incoming leads
Did you know only 3% of prospective cosmetic patients are ready to move
forward NOW? And another 30% “could” be ready to move forward if
But look at the stats when it comes to staff following up on leads:
✓48% NEVER Follow Up
✓Average First Follow Up is 72 Hours Later
✓Only 25% of practices make 2 contact attempts
✓64% of practices do NOT have an organized way to follow up on leads
But it’s not your staff’s fault. They have not been given the tools, tips and
strategies to follow up professionally and consistently.
For example, it takes at least 8 points of contact to get someone’s attention;
however, most practices give up after the 1st or 2nd attempt.
3. Staff Must Convert Callers and Consults
Every practice’s success is limited by their staff’s ability to convert callers
to appointments and appointments to paid procedures.
It’s way too competitive to be mediocre at this stage of the lead process.
Do you have the right person representing you on the phones?
If not, it doesn’t matter what you do or spend to get new patients if they
can’t get past your gatekeeper.
Or maybe you have a great receptionist but you’re not sure about your
coordinator because the conversion rates are low…So you wonder:
Is it your coordinator?
Is it the patients?
Is it something else?
To ensure your coordinator is NOT the problem, please be sure they are
- Position you, the surgeon, as the BEST CHOICE;
- Qualify the patient to prepare them for the quote presentation;
- Present with confidence to get the patient excited about moving
- Move them closer to choosing your services;
- And, ultimately, ask for a decision.
Most coordinators don’t ask because they haven’t been trained to do so
comfortably and professionally, so don’t make that mistake.
4. Stay in Touch so Patients Return and Refer
Just because prospective patients don’t say yes right away, doesn’t mean
never. They may simply be saying “not yet” so nurture that relationship.
Because there are all sorts of reasons prospective patients delay and
procrastinate. Life could have gotten in the way so when you keep in
touch, you stay top-of-mind so they call you rather than your competitors
when they are ready to move forward.
There is even more leverage and opportunity right under your nose to
double your results when you also stay in touch with your established
patients who already know, like, and trust you and who would gladly
return and refer if prompted.
As a matter of fact, the new year mantra is:
Retention is the 2019 New Patient Attraction Strategy that
costs very little time and money but adds up to easy profits.
Many of those patients would gladly return and refer if given the opportunity.
But when you take them for granted, they feel neglected and go to someone
else who takes better care of them.
That’s bad because cosmetic patients have endless needs…especially as the
aging process continues.
Think, “Patient for Life” since that’s where all of your leverage is since you
spent a fortune to attract that patient to you and it takes minimal cost and
effort to keep them.
Check out my new report, “New Year. New Patients. New Plan.” to get the
details of how to work smarter this year to get better results.
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.