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Aesthetic patient marketing biggest mistakes you should avoid

Aesthetic Patient Marketing: 2 Biggest Mistakes You Should Avoid

I have worked with hundreds of aesthetic practices and am an aesthetic patient myself.  In studying not only my experience but the experience of other aesthetic patients I have discovered two very common but extremely costly habits of many aesthetic practices.  Avoid these two huge mistakes and you will be on the road to a positive, profitable patient relationship.

Mistake #1:  Ignoring Your Patients

Do you know the #1 reason patients never return to your practice?

It’s not that they didn’t like you.

It’s not that they didn’t get a good result.

It’s your indifference! Since you didn’t stay in touch they most likely wandered off to your competitor who did keep in touch.  Persistent and consistent communications keeps your name in front of your patients so when they’re ready…..They call you!  How do you keep in touch, you ask?

Use direct mail and email marketing to let your cosmetic patients know what’s new with you, your office and the world of aesthetic enhancement.

Now before you close your mind to direct mail because you believe its way too expensive, consider this.  The world is getting fragmented today with so many new media outlets for your patients.  They get their information from a huge variety of internet sites, cable TV stations and satellite radio.  That means you can’t count on one newspaper ad anymore to reach them.  You need to be more strategic.

Direct mail is making a comeback and can be the cheapest form of advertising today because it’s so targeted.  Since the patient receiving it knows you already, it’s more likely to get opened and responded to.

The point is that it is always easier, cheaper and more productive to stay in touch with patients who already know, like and trust you then it is to constantly attempt to convert total strangers to your practice.

Use patient seminars and events to build relationships.

The more face-to-face time a patient has with you, the more likely they are to stay loyal to you. Holding in-house seminars and events where your patients discover new information and get to interact with you one-on-one is what really solidifies your relationship and their loyalty.

It also gets them talking about you to their friends and family so be sure you always encourage them to invite a friend to your office.


Mistake #2:  Assuming Your Patients Will Refer

Let’s consider the value of just one of your patients.

Every one of your patients has, on average, 150-250 people in their circle of influence. That includes family, friends, colleagues, neighbors, hair stylist, gym buddies, etc.

Can you image if every one of your current patients referred only one of them to you – that would double your patient database and, hopefully, revenues very quickly!

So how to you get referrals?   You set up systems that happen automatically as part of your processes.

For example…

Patient Photos

Give your patients their photos!

That means you have a process in place where you are actually taking photos every time and making them available to your patients.  I guarantee they want them because I asked them in my book and I learned that:

82% wanted their before/after photos and

76% would have shown them to others, if only they were made available to them.

But, it’s all in the presentation. At their post-op appointment when they are the happiest with you and the most excited about their result, hand them a handwritten note card with their photos enclosed that says, “Thank you for your trust” and be sure your name, telephone number and website address are clearly visible.

By the way, this is not just for surgical procedures. I recommend using this same process for your injectable procedures as well.

Gift Cards

Be sure to offer gift cards and gift certificates and make a big deal of it. So many of you offer them but it’s a big secret in your practice. How to change that?

Simple, using your own customized gift bags and tissue, set up a gorgeous display at checkout with an eye-catching sign that says “NEED A QUICK GIFT?”

It’s the timing that’s so important because they are standing there at check-out with their wallet out, credit card in hand and yes, they may need a quick gift. Not only does that increase their order size for the day, it introduces a new patient to your practice.

Patient Testimonials/Videos

In today’s world, trust is harder to come by than ever before. The aesthetic patient is trying to figure out if you are the right choice for them so they need your help but how?

The answer is to offer proof.  The more proof you can provide to the patient who’s considering your services, the more likely they are to move forward. I think we all know it’s so much better when a patient tells a prospective patient how great you are than when you tell them how great you are so set up a process for that as well.

Whenever a patient is happy with you and gushing about their result – ask them for a testimonial right then and there.  You can have them write it out a note card or, better yet, have a camcorder handy and let them tell their story straight from the heart.  Then be sure to add these to your testimonial books, run them on your website and run them in your office.

Thank Them!

By all means, thank them for supporting you!  Everybody wants to feel appreciated when they do something nice and your patients are no different.  You don’t want to assume your patients know you appreciate their referrals; set up a system that acknowledges their efforts and make a big deal out of it because behavior that is rewarded is repeated.

Send them a handwritten note, call them personally and thank them again the next time you see them. You may even want to send them a small gift and or give them a little extra Botox at their next appointment.

Need more ideas?  Visit www.CosmeticImageMarketing.com for even more free tips, tactics, strategies and resources to grow your aesthetic practice.

I’m Catherine Maley and I’m dedicated to driving your aesthetic profits.

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