praCtICe management | MArkETing STrATEgiES | a practice that maintains strong overall relationships with
its existing medical patients will have a much easier time converting patients into cosmetic customers. patients like to feel that they are more than a medical record number.
in this example, the patient did not
know that a laser remedy is available for her telangiectasia. She did, however, know that she did not like the look of the red veins on her nose, and when she saw the before-and-after pictures she asked questions that were important to her. This common scenario highlights the importance of showing off your good cosmetic results.
Offer cosmetic consultations Perhaps the best way to educate existing medical patients about cosmetic services and products is to conduct a cosmetic consultation. First, though, a patient needs to be aware that cosmetic consultations are available in the practice. For example, a sign in the waiting room can alert patients that the practice offers cosmetic consultations. Cosmetic consultations can also be mentioned on the cosmetic interest form completed at check-in. During the cosmetic consultation, the
patient learns (from a provider or from a cosmetic coordinator) about all available options for treating his/her cosmetic concerns. if handled properly, cosmetic consultations can expand existing medical patients into cosmetic patients. The individual practice should
of promotional material it wants to
make available in the waiting room, and it is important to find a balance.
Show off good results good photography is paramount for any practice offering cosmetic services. One of the most effective internal marketing tools
is a well-constructed
before-and-after portfolio of patient photographs (see: Smith HP. Photography for the aesthetic patient. Prime 2011; 1(3): 70–5). Copies of this portfolio can be displayed in the waiting room and in exam rooms. Patients will browse through the portfolio out of curiosity, and this will often stimulate interest in the displayed procedures. For many medical patients, words such as Botox, restylane, laser, or iPL are terms they have previously heard, but do not fully understand. This is what makes a before-and-after portfolio such a terrific entry point for marketing cosmetics to medical patients. A picture requires no pre-existing knowledge to interpret. A patient can identify with the appearance of the person in the before picture, and admire the cosmetic improvements in the after picture. Such
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enlightenment will often lead to this typical discussion:
Patient: ‘Doctor, I was looking at the
before-and-after book while I was waiting today, and I noticed a picture of a lady with red veins on her nose like mine.’
Provider: ‘Yes, those are called
telangiectasias, and they are a common cosmetic complaint in fair-skinned patients your age.’
Patient: ‘In the after picture, the veins
looked much better. In the binder, I read that she had three treatments with a laser, but I don’t remember the name of the laser.’
Provider: ‘She had three treatments with
our pulsed-dye laser. If you are interested in the procedure, I can evaluate you formally to determine if you are a good candidate for this laser. If, after the evaluation, you have additional questions, or would like to discuss the price of treatment, I can have our cosmetic coordinator go over the details with you.’
Patient: ‘That would be great. I didn’t even know those veins could be fixed.’
September 2011 |
prime-journal.com
determine whether or not to charge for cosmetic consultations.
if such
consultations are complimentary, expect many more patients to schedule appointments. However, to minimise numbers of the curious only, some practices charge a fee that can be applied toward any procedure purchased. The best price structure may ultimately depend on who within the practice is actually conducting the consultation; that is, an aesthetician may not command a premium price for a consultation, but a physician may.
Host group seminars Another way to reach existing medical patients who are predisposed to cosmetics is to hold educational seminars. Some patients are more comfortable in a group setting, and may prefer to attend seminars over scheduling individual consultations. Each seminar can be as general or as specific as the practice chooses. Often patients are offered an incentive to attend, such as a discount on procedures scheduled at the event. These seminars can be conveniently hosted at the practice, if
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