Quality over quantity is the emphasis in this article, which discusses essential yet fundamental ways of connecting with current, prospective, and “lost” patients. Specific questions are presented to encourage consideration of the types of communications with patients that will allow for greater outreach, with an emphasis on follow-up and how to do so most effectively as a key to future revenue growth.
The past decade of rampant spending by aesthetic patients is over, never to return. However, that shift in consumer spending could be an opportunity for some practitioners to rise above others.
Practitioners must rethink and refocus their efforts on their preferred patients and do what it takes to keep these patients coming back and bringing their friends with them.
Aesthetic marketing today is focused on the quality of each patient relationship, rather than on the sheer quantity of patients wandering through the office.
Patient with endless needs
The beauty (pun intended) of aesthetics is that practices have patients with endless needs. If aesthetic patients want to look good today, they also want to look good tomorrow, next week, next year, and year after year. So it is the practitioner’s job to keep these patients happy and connected to the practice so they keep returning.
If aesthetic patients like to look good and that makes them feel good, they will be in relentless pursuit to keep those good feelings going. So if they come to a practitioner for a loss-leader, such as a facial, they will stay for more and move up the ladder to higher-priced procedures. The reverse is also true. If they come for a high-ticket surgical procedure, they will move down the ladder to perfect or maintain it with the lesser procedures, treatments, and products.
So much money is left on the table because the value of one patient is taken for granted. Simply increasing the lifetime value of current aesthetic patients by offering a menu of services that satisfies all or most of their aesthetic concerns will dramatically increase aesthetic profits with minimal extra cost.
Related posts:
Stay updated, free articles. Join our Telegram channel
Full access? Get Clinical Tree
