| MArkETing STrATEgiES | praCtICe management
procedure. if the provider feels it is important to bring up cosmetics with a patient who has not expressed interest on the cosmetic interest form, this must be handled delicately. One viable approach is to ask simply, ‘How are you taking care of your skin?’ This question usually leads to a discussion of products, routines, and cosmetic concerns.
if
diplomatically handled, this conversation may result in either a cosmetic service or a scheduled consultation.
Focus on the relationship To achieve long-term success as a cosmetic practice, each provider must focus on the patient relationship. Whenever a patient is considering a cosmetic purchase, there are two factors in play: the transaction and the relationship. The transaction is the short-term consummation of a purchase. The relationship is the long-term association between provider and patient that is based on trust and mutual benefit. Whenever a provider is considering a cosmetic procedure for a given patient, he/she must ensure that
the transaction does not interfere with the relationship. This can only be accomplished by doing what is best for the patient. Often this means a provider will have to discourage a patient from choosing a procedure that is not a good fit. Although giving such counsel means forgoing a profitable transaction, it will build trust and benefit the patient relationship in the long term.
Stimulating interest in existing patients
Educate patients about the offerings of the practice Medical patients may come to a practice having never previously considered cosmetic procedures. This does not mean that these patients would not be interested in cosmetic procedures or products if they were educated about their options. it is a primary goal of internal marketing to ensure that no potential cosmetic patient leaves a practice without at least being aware of what services the practice offers. To educate existing medical patients
effectively, a practice should do the following: ■ Take polite advantage of a captive audience ■ Show off good results ■ Offer cosmetic consultations ■ Host group seminars.
Take polite advantage of a captive audience When patients are sitting in the waiting room, or waiting in an exam room for a provider, they are effectively a captive audience. They typically have few distractions other than what the practice provides. To leverage this opportunity, a practice can offer educational materials that inform patients about cosmetic services and products provided. Brochures describing specific procedures or products allow patients to read about areas of interest in a low-pressure environment. Educational videos, such as those sponsored by the American Society for Dermatologic Surgery, can provide ambient information for patients’ education. Each practice will have a different comfort level with the amount
prime-journal.com | September 2011 ❚ 63
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