Who you think you are can be quite different than how you are perceived by others so bringing
the two together gives you congruency and better results.
I’m referring to how your patients perceive you, your staff, your processes and your overall
Now most surgeons don’t want to hear anything negative said about them because they are
already drowning in everyday problems as it is.
While that is totally understandable, there is a cost to not knowing and not addressing practice
issues getting in your way of success.
We all know unhappy patients are all too excited to “share” their unhappiness with you via poor
One of the reasons this happens is because they didn’t feel heard and understood by you so they vented to the world instead.
And for the one unhappy patient who complained, there are always more who did not. They just went away never to be seen or heard from again.
But they are still bad-mouthing you and telling their story every time the topic comes up with their friends and family.
That very information can be what is stopping your growth.
You don’t know what you don’t know so how do you find out?
The answer is to conduct a patient survey to enlighten you.
And while you may think you already know the pitfalls of your practice, there are always a few
things you are not aware of that are costing you patients.
For example, a patient survey offers a quick path to discovering hidden issues such as:
- A rogue aesthetician is hurting your patient retention.
- Your office is in need of a cleanup and facelift.
- The consultation process is turning patients off and who knows what else.
Patient satisfaction surveys in your practice can give you exceptional insight
into how to improve the patient experience and referral rates.
Thanks to technology, it’s easier than ever to conduct a survey and it can be
an eye-opening practice building exercise that becomes a cash surge to boot.
What you learn from the survey will be invaluable to you since whatever it is
that needs improving is a lot cheaper to fix than losing revenues from unhappy
patients who would have returned and referred.
Here is the Who, How and What You Need to Know to Conduct a Successful
Step #1: WHO to Ask
You are looking for candor not just from your fans who love you and forgive you for your missteps, but
from everyone who has come in contact with your practice…..good or bad. For example:
Those who came in for a consult and were never heard from again.
Those who came in once for a small procedure and then never returned.
Those who had a procedure but never came back for their follow up.
Wouldn’t you love to know WHY? Ask them and they may just tell you if you follow my strategies.
Step #2: HOW to Ask
Once again, technology has made it easier than ever to conduct a patient survey and get responses fast.
There are many platforms available today with Survey Monkey being one of the most popular because
they are so easy to use.
You simply decide what questions to ask and send it to your email list and the platform compiles the
responses and feedback.
Step #3: WHAT to Ask
Before you jump right in, you need to ensure your survey is equipped to provide helpful feedback in as
few questions as possible. Above all, this means writing good questions that are focused and easy to
Here are a few sample survey questions that give you great feedback:
Were the telephones answered professionally?
And, “Was it easy to make an appointment?
This is important to know because if the caller doesn’t have
a good experience on the initial phone call, they are never going
to meet you and your staff so you want to be sure this first step
Were you treated courteously by my staff?
Patients might be satisfied with the appearance of your cosmetic
practice, but if they don’t have a good experience with your staff,
they won’t be back.
Aesthetics is personal. Nobody NEEDS cosmetic rejuvenation so
this is a “look good- feel great” emotional experience and that includes how the staff makes your patients feel.
The cosmetic patient with a credit card is looking for a connection with a practice that makes them feel
special and cared about.
By the way, if the same staff person’s name comes up more than 3x in a negative way, it’s time to either
retrain that person in customer service or free them to work elsewhere where they are not hurting your
It’s too competitive to have to deal with staff that is not anything but professional, engaged and eager to
help you succeed because the alternative is costing you a fortune in bad will and lost revenues.
Another great question to ask is,
“Would you refer your friends and family?
Word of mouth referrals are the lifeblood of a cosmetic practice. But you won’t get many if patients aren’t
happy with their overall experience.
Patient surveys can be initiated as the patient is leaving your office or emailed to them later or you can
survey your entire email list once a year.
The point is to find out how patients feel before it’s too late and the damage is done.
Turn a patient survey into a cash surge
Low engagement rate is your biggest challenge with patient surveys.
Everybody is in a hurry and not dying to stop and focus on you and more paperwork or more effort so
you need to make it fun.
There needs to be something in it for your patients to get their attention and participation so here are
strategies that work:
If you decide to send out a survey request to your entire database using something like Survey Monkey,
your subject line needs to be engaging or curious. For example:
Here’s a free $50 gift card for you because….
And when they open the email, the rest of your message offers anyone who provides their feedback and
completes your survey a $50 Gift Card towards anything in your practice.
Not only will this give you a big cash surge and a nice stream of cash-paying patients filling your calendar,
it will also give you valuable intel about issues in your practice you’ll want to address.
Or, if you decide to have your patients complete a survey before they leave your office or you email it to
them, thank them by putting their name in a weekly or monthly drawing for a free service.
So the winner gets a free service and the others who don’t win can get a call, email or text from you saying
they did NOT win the Grand Prize but they did get a $50 Gift Card towards any procedure or treatment in
Plan on polling your patients annually or bi-annually. It will help you stay on your game rather than rest on
Want Me to Send out the Cosmetic Patient Survey for You?
I am happy to conduct a cosmetic patient survey for you to help you identify the practice gaps most affecting
your bottom line. My team will set it up, send it out and collect the responses. You and I will then go over the
results to learn from the data – all for only $497. If that sounds good, email me with your cell at Catherine@CatherineMaley.com and I’ll get back to you shortly.
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.