How to Market to Aesthetic Patients Now
While our economy corrects itself, there is much you can do to help keep your own aesthetic profits consistent.
For starters, this is not the perfect time to fish for new aesthetic patients. It will take much more time, money and effort to bring a total stranger on board right now because they are watching their disposable income more carefully and not as open to spending it on unproven concepts.
Rather, this is the perfect time for you to go inward and concentrate on your low-hanging fruit. The patients who already know, like and trust you are much more likely to respond to your marketing efforts so put together a plan to communicate with them throughout the year.
Marketing to Your Current Aesthetic Patients
Always start with your more mature, affluent patients. They have the most need and wherewithal to actually want and pay for your services. So, invite them to your in-house seminar to discuss new solutions to crepy skin, send them fun, themed postcards to try services they haven't yet experienced and inform them of anything new in your office they should check out such as new technology or new staff.
Offer your aesthetic patients different levels of services so they can take advantage of your higher-priced procedures or your lower-priced procedures, depending on their situation.
You want to do whatever you can to keep these patients in your fold now so they stay with you when the economy grows again.
Monday, February 23, 2009
Thursday, January 8, 2009
Do You Have a Plan Man?
It's early January. It's cold outside. The Holidays are over. NOW is the perfect time for you to plan the rest of your year so it doesn't get away from you.
Aesthetic Marketing Plan
My advice is to keep it simple. You probably don't have the time, money, know-how or interest is putting together some elaborate marketing plan so don't. Here's some solid advice...
Look through your records and note:
- What types of patients are attracted to you (age, ethnicity, zip, etc.)?
- Which procedures do they prefer?
- Which of your procedures are most profitable given the time, staff and costs it takes to perform them
- Who are your top-buying patients?
- Which marketing projects brought you the best return?
Review/Repeat Your Marketing Results
Now, do more of whatever worked best. Now is not the time to start a new, unproven idea just because. You want to know that you will get a good result. Every dollar counts this year so be strategic and thoughtful. For example, you know whenever you have an in-house seminar for 20 women, at least 4 book procedures, then continue to do those seminars until they don't work anymore.
The best indicator of future performance is past performance so learn who and what brings you the best income and repeat it.
Map Out Your Marketing Plan
Sit down with your staff and decide, right now, what you will do each month to market your aesthetic practice. It could or should look something like this:
Monthly emails
Quarterly patient newsletters
Monthly postcards
Quarterly in-house seminars
Semi-Quarterly patient events
The secret is to consistently and persistantly keep your name in front of your patients so they come back again and again and bring their friends with them.
Aesthetic Marketing Plan
My advice is to keep it simple. You probably don't have the time, money, know-how or interest is putting together some elaborate marketing plan so don't. Here's some solid advice...
Look through your records and note:
- What types of patients are attracted to you (age, ethnicity, zip, etc.)?
- Which procedures do they prefer?
- Which of your procedures are most profitable given the time, staff and costs it takes to perform them
- Who are your top-buying patients?
- Which marketing projects brought you the best return?
Review/Repeat Your Marketing Results
Now, do more of whatever worked best. Now is not the time to start a new, unproven idea just because. You want to know that you will get a good result. Every dollar counts this year so be strategic and thoughtful. For example, you know whenever you have an in-house seminar for 20 women, at least 4 book procedures, then continue to do those seminars until they don't work anymore.
The best indicator of future performance is past performance so learn who and what brings you the best income and repeat it.
Map Out Your Marketing Plan
Sit down with your staff and decide, right now, what you will do each month to market your aesthetic practice. It could or should look something like this:
Monthly emails
Quarterly patient newsletters
Monthly postcards
Quarterly in-house seminars
Semi-Quarterly patient events
The secret is to consistently and persistantly keep your name in front of your patients so they come back again and again and bring their friends with them.
Monday, January 5, 2009
New Year - New You
How Were Your 2008 Numbers?
Before you jump right into the new year, take a minute to reflect on 2008. Did you reach your goals? Did you even have goals to reach? What did you accomplish? What did you never get to?
Write Out Your Goals
Be specific. Rather than "make more money" as a goal, be super specific such as, "My aesthetic practice will bring in $1,000,000 by December 31, 2009". Something happens in your head when you are that specific. It searches to find out ways to make that happen.
Questions to Kick Start Goal Setting
To help you get started, complete the following sentences:
I will go...
I want to...
I will stop...
I will have...
I will learn...
I want to earn...
I will play more...
My practice will...
I wish I could...
Would it be great if...
That should help and I wish you a very prosperous year!
Before you jump right into the new year, take a minute to reflect on 2008. Did you reach your goals? Did you even have goals to reach? What did you accomplish? What did you never get to?
Write Out Your Goals
Be specific. Rather than "make more money" as a goal, be super specific such as, "My aesthetic practice will bring in $1,000,000 by December 31, 2009". Something happens in your head when you are that specific. It searches to find out ways to make that happen.
Questions to Kick Start Goal Setting
To help you get started, complete the following sentences:
I will go...
I want to...
I will stop...
I will have...
I will learn...
I want to earn...
I will play more...
My practice will...
I wish I could...
Would it be great if...
That should help and I wish you a very prosperous year!
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