Market to the Aesthetic Patients Who Already Know You

You always want to target your messages to your own database first. They are your low-hanging fruit since they already know you, they like you and, hopefully, they trust you. They are also more apt to respond to your marketing efforts since they are familiar with you and your practice. Incorporate these following efforts into your yearly marketing plan:

In-House Signage
Be sure every single patient who walks through your door knows every single procedure, treatment and product you offer. Have you ever heard, “If I had known you did that, I wouldn’t have gone somewhere else”? Display a menu of your services and products, beautifully designed and framed, in each exam room as well as the reception area.

In-House Seminars
Market your practice through education. Today’s aesthetic consumer is flooded with information on the latest and greatest cosmetic procedures available. It’s not necessarily the best but it is new and news so helping your patient decipher what’s hot and what’s not helps to build your credibility.

Newsletter
Again, give your patients what they want – information and a reason to call you. Explain what’s new in your practice. Introduce a new staff member, a new procedure, whatever. Then attach a time-limited special offer so they call now rather than wait.

Email Marketing
Email marketing is the cheapest form of advertising today and it’s fast. Be sure you are collecting email messages from your patients and getting their permission to receive email messages from your practice. And, be sure the message is short, newsy and contains a very special Web offer. You also want to include a “Send to a Friend” link to help spread your word-of-mouth referrals.

Open House
Work with your vendors to help you promote their products and services, as well as offset your costs of having an Open House. Let the vendors talk directly with your patients, serve refreshments, invite the neighborhood salons and spas and make it an event of fun and education.

Refer-a-Friend Program
Developing a program for your patients to refer their friends and family is always a good idea. If they like you and get a good result, they will tell people. Give them their before and after photos to show their friends, send a thank you note when they refer someone, give them a personal call and invite them in for complimentary services when they refer often. They are your advocates and should be shown appreciation and encouragement for continuing to refer to you.

VIP Cards
It is very competitive in the world of cosmetic enhancement. So, even though your patient may love you, they may be enticed to try another office that is offering an attractive discounted price on the minimally invasive procedures they regularly get from your office. You can avoid much of the “straying” if your patient feels like they are getting a “break” for staying loyal to you. Talk to your vendors since they can help you with VIP cards and offers.

Special Mailings
There are specific times of the year when we want to look especially good. Those are birthdays, weddings, anniversaries, the Holidays, Summer, Mother’s Day, Valentine’s Day, etc. Timing is important. Develop an eye-catching, colorful postcard with a limited-time, special offer that goes to your patients throughout the year.

Conclusion

If you consistently communicate with your patients, and treat them well, they will feel like family and continue to see you for all of their cosmetic enhancement needs. I assure you, if you don’t keep your patients informed and happy, your competitors will. Once you have the patient in your office - keep them. It’s so much cheaper than constantly pooling for new ones.

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