Practices and medspas spend a great deal of time and money reaching out to prospective patients through Internet marketing and local print, radio and television advertising. But in-house marketing is, by far, the fastest, cheapest and most effective way to grow a cosmetic practice.
By promoting your skills and services to a captive in-house audience, you can increase the lifetime value of each patient and attract new patients through word-of-mouth referrals without spending a fortune on mass marketing efforts. Opportunities for in-house marketing present themselves at every step of patient care, beginning with the consultation.
As providers well know, a booked consultation is not a booked procedure. Prospective patients who come into your practice or medspa must feel comfortable enough with you and your staff to share their concerns. Then, they must be convinced that you are the right provider to address these concerns.
You can increase their level of confidence by displaying subtle brag pieces that will build your credibility with the prospective patient. Post a “Meet the Doctor” introduction in your reception area and treatment rooms that includes a photo of the provider(s) as well as career and education highlights. To help patients connect with the provider personally, add photos and a short paragraph about family, pets or hobbies.
Practices can expand on this by creating a “brag wall” that includes the provider’s professionally framed degrees, certificates and awards, as well as photos of providers with happy patients and/or industry leaders and local celebrities. Keep in mind, celebrity doesn’t always mean Hollywood—it could be a high profile person in your own community.
Waiting room video loops are another inexpensive and effective way to build trust with prospective patients. They also help introduce existing patients to your full range of offerings. Set up a large flat-screen television in your reception area and run videos on a continuous loop. You can film these yourself or hire a professional videographer from your local community. Manufacturers can also provide video content on specific devices or procedures.
Your first video should be the provider welcoming patients to the office. Tell them about yourself—your professional background and goals—and the unique attributes of your practice, including your patient care philosophies. The introduction video should be short—about two to four minutes. The goal is to give prospective patients a clearer understanding of who you are and what you can help them achieve.
Following the introduction, offer one- to three-minute videos on each of the procedures available in your practice and the concerns you are trained to address. Describe the procedures in your own words. You may also include video of the treatment being performed or testimonials from satisfied patients.
When filming testimonials, ask patients to tell their own personal stories about what brought them to your practice, their results and why they chose you. Remember that waiting patients only want to see this presentation once or twice. So you can use the length of the video to determine wait times. If the entire presentation is brief, add a silent PowerPoint presentation at the end with several before and after photos.
Photo copyright Getty Images.