The modern aesthetic patient experience

With over 20 years of experience in medical aesthetics, marketing expert Wendy Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable in an ever-changing digital landscape.

High-tech clinics emerging

Undoubtedly, the future of all fields lies in technological advancements that enable greater efficiency and cost savings. Insurance companies, hospitals, governmental regulations and investors are driving this trend. Even in the case of elective procedures, these changes have a knock-on effect on how aesthetic practices operate.

We have been forced to embrace technology. In some cases, we did it by kicking and screaming (you know who you are). This has left some old-school physicians to wonder whether the traditional,  deeply personal doctor-patient connection is becoming a thing of the past.

One of the many benefits of investing in technology is that it provides data that helps to facilitate educated decisions for your business. The analytics you get from Google, social media management platforms and practice management software are valuable tools and insights that may impact everything from clinical decisions, documentation, treatment plans, forecasting business growth, and determining how best to utilise your marketing budget and staff.

A decade or so ago, it was very challenging for a new practitioner to become established in a market where mature practices held a grip on the upper echelon of patients. However, more recently, with the advent of social media and digital marketing, an ambitious practitioner who is social media savvy can rise to global stardom with a limited budget in record time.

Demise of the solo practitioner

Solo practice is a concept that has a very short lifespan in the current state of medicine in general. The costs of running a thriving practice are too high for a single practitioner to bear the entire burden, especially if they are in the early days of running a practice.

It is not a scalable model when you factor in all the expenses needed to open a clinic and thrive. For example, a laser can cost upwards of US$250,000, malpractice insurance is a hefty expense, and a substantial marketing budget is essential to attracting patients and driving revenue.

Many solo practices across specialties are selling out to private equity-backed chains and medical centres or joining groups. Thus, group practices are 􏱁ourishing, which offers new opportunities for practitioners to practice their craft without having to shell out the excruciating overhead costs.

The art of empathy

The pandemic changed how we market and catapulted us into a digital transformation perhaps sooner than expected. The sudden shift in consumer behaviour caused everyone to adapt quickly to a new model. Those who were slow to adapt found their practices lagging behind the competition. This period made it clear that your marketing approach should be more customer- focused than ever before.

Zoom and other platforms that facilitate virtual consults and meetings with patients have had a huge impact on the aesthetics industry. The over-hyped phenomenon coined as “Zoom dysmorphia” has stuck post-pandemic. Overall, there was an increase in appointments for appearance-related issues, perhaps most notably in appointments related to rhinoplasty and injectables to treat the upper face, and “tech neck,” which refers to the lower face and jowls.

Patients need multiple touchpoints, including some nurturing and reassurance before they sign up, especially for invasive procedures. This is even more germane among an older population of patients who may be more concerned with their health.

To remain competitive, outstanding digital content is a critical success factor for getting consumers to engage, building connections with your audience, and retaining their interest in your practice for when they are ready to have surgery, a treatment or purchase skincare. The traditional methods of acquiring new patients have stopped working as well, or at all anymore, so practices need to pivot quickly. In the US, converting live events, patient visits and consultations to virtual options is helping many practices thrive.

Many of the alternative strategies that were adopted have lasted post-pandemic because they were efficient, cost-effective, and both patients and practitioners got used to practising this way.

The most effective way to reach new clients who may become loyal patients is to take a patient-centric approach. This approach entails talking less, listening more and being more sensitive to patients’ needs. While some aesthetic clients may appear to have a short attention span and think they know what they want and need, kindness goes a long way in building relationships. They will remember how you made them feel.

Connecting with patients

New technologies emerged to improve our methods of communication. Everything digital took centre stage as we relied on our devices to connect and socialise. With social distancing, human connections became increasingly important, especially for customer service. Smarter technology allowed brands to adapt quickly and anticipate the changing needs of consumers.

These changes will be long-lasting and continue to evolve at a rapid pace. Most consumers did not go back to baseline post-pandemic practices. In fact, we continue to rely on digital technologies as they arise and get easier to use.

The willingness to implement new business practices and communication is not a trend. Leveraging digital technologies and embracing the shifts has allowed businesses to stay efficient, lean, mean and flourish.

One of the keys to success is to stay engaged with the topics that matter most to your audience, and to join those conversations in a valuable and impactful way. Consumers will always crave a human connection.

Revisiting the aesthetic consultation

The consultation process has changed with the impact of technology. In the US, virtual consultations have become standard operating procedure.

My GP at Mount Sinai Hospital in New York offers the option of virtual consults for everything but your annual physical. Forms are completed online in advance, fees are pre-paid via credit card, and the visits are scheduled for 30-minute slots, which is a huge time-saver for both the doctor and the patient.

Many cosmetic patients appreciate the convenience of not having to travel for an initial consultation. Failing to offer the option of consultations via Zoom, Microsoft Teams or another platform of choice may prove to be a barrier to attracting some patients, especially for those who live a long distance away. Virtual consults, follow-ups and events have become standard operating procedure in many practices.

Video consultations can cut down on lead times for an appointment, reduce patient travel pre- and post-procedure, and allow other specialists and staff members to be online with the patient. This can be a win-win so everyone is happy.

Modern aesthetic practices utilise an intake form on an iPad for patients while they wait, so their information is automatically entered into the system seamlessly. Other advances involve digital photography, which is far ahead of the curve. The technology is more compact and simplified, yet results may be more accurate. Relying on software, rather than expensive equipment that takes up valuable space, ticks another box for streamlining your practice.

Innovative technology helps make our day-to-day lives more efficient, thus we continue to embrace automation to increase efficiency, and reduce time, costs and unnecessary stress.

The non-waiting room

Whereas formerly the waiting room and front desk were the lifelines of every practice, in the new world order, these areas may be reconfigured or repurposed.

If you practice in a crowded metropolitan area where real estate is at a premium, a patient waiting area may be the first thing to go. Poorly utilised or non-essential space can be converted to add an extra treatment room with a wall or partition. This strategy goes straight to your bottom line.

Having patients check in via text or phone when their rooms were ready worked well in locations where patients could wait in their air-conditioned minivans. In New York or London, they may have had to stand outside in the cold or rain or scramble to find the nearest Starbucks. Patients are busy too, and they don’t like to be kept waiting, so these alternatives proved to be keepers for many practices.

Skincare and other products and testers may be moved out of waiting rooms and relocated to treatment rooms. Practices and medspas may offer curbside pickup and shipping for product sales and replenishment for convenience. Pre-selling patients before their appointment proved to be an efficient strategy. Virtual consults and events helped facilitate that model that has become the new normal in many practices.

Many practitioners and business owners have had a sea change in their whole way of thinking. We tend to be more concerned about the environment, and at least some of us emerged to be just a little bit kinder to each other and more inclined to value the people around us, including family, friends, colleagues and patients.

It took a global health crisis for us to change our way of doing business and to treat each other with more compassion. I see this as a very positive change.

Glossy brochures, fancy folders, before and after instructions and other collateral materials that were once displayed in patient areas are obsolete now. These have been replaced by digital alternatives, such as a monitor with a looped reel of the key treatments offered or a YouTube channel with robust educational videos. Pre- and post-procedure instructions can be shared electronically. Prescriptions are now submitted seamlessly to the patient’s pharmacy. Appointments can be confirmed or rescheduled via text messaging, etc. Dealing with paperwork and being stuck on hold is just a time suck.

Streamlining your business

Some may say that purging your office of stuff you don’t want or need is better than sex. I would tend to agree. Decluttering can be a very cathartic experience.

Post-pandemic, many practices dumped their clipboards and waved farewell to glossy handouts. Patient forms are now digitised and updated frequently to stay current, including pre- and post-procedure instructions, consents, fee quotes, intake forms, etc. Including a password-protected Patient Portal on your website also increases efficiency as patients can access the forms and information they need at any time by using their personal code.

Another task on your to-do list is to take a deep dive into what is happening (or not happening) in the treatment rooms. Those who are hanging on to antiquated technology, like an oversized facial machine or skincare products patients are not buying, have a reason to get rid of it.

Evaluate all your expenses and cut corners on anything that is non-essential, does not impact the patient experience, or does not make money for the business. Vendors may be more understanding, and even extend their payment terms. Look for ways to cut expenses to improve your bottom line.

Anything that doesn’t generate revenue or added value to the practice has hopefully been given away or abandoned. Investing in high-efficacy products and branded services that patients are looking for serves to elevate your practice and the bottom line.

Consumer expectations and perspectives have shifted. The patient experience has changed from how we knew it, which has led the way to more creative thinking towards building authentic connections with patients. We also learned that we need a lot less stuff to bog us down in all aspects of our lives.

So, keep your practice nimble, efficient and updated to focus on what really matters: taking exceptional care of patients and clients, delivering superior outcomes, offering the products and services that your patients want, keeping staff happy to minimise turnover, and avoiding burnout.

Six strategies for success

1. Carefully monitor the customer journey for improvements 24/7.
2. Create a plan to respond in real time on all the channels your patients are active on.
3. Continually test new and improved methods of reaching your target audience.
4. Reward long-time patients and staff for their loyalty.
5. Create original content that only “members” can view to make them feel special and a part of your exclusive group.
6. Show gratitude to your team for everything they do for you and your business.

Lessons learned

Be responsive today and proactive for tomorrow. Protect your business, assets and facility from whatever threat may be coming next – and there will be one because there always is. Hang on to the staff who really matter to your business by taking good care of them and letting them know you appreciate everything they do for your business and patients. Don’t leave yourself unprepared and vulnerable for when the next disaster hits. AMP