Retaining patients can be difficult, but having the correct marketing measures in place can mean the difference between an empty waiting room and a busy practice.
A successful practice needs a steady stream of cosmetic surgery patients. But with the industry constantly evolving and the wants, needs and concerns of aesthetic patients becoming more complex, how do you attract and retain patients in today’s competitive environment?
According to The Wall Street Journal, communication problems and disorganised staff are two main reasons people switch medical providers.
Indeed, clear and consistent communication with your existing patients, and a welcoming environment and positive engagement from you and your staff, is the easiest way for you to grow and maintain a successful aesthetic practice.
Why patients leave their doctors
The most valuable asset to you is your patient. Understanding them and making your communications personal and timely are the key components to nurturing a relationship that will prompt them to return again.
Unclear or dismissive communication is one of the top reasons patients leave their doctors. Understanding the decision-making process of an aesthetic patient is pivotal to helping your patients make a good decision and ensuring they will be happy with their decision.
If your patient is not comfortable with telling you they don’t understand your explanations, they may be looking for more understanding and respect. Medicos don’t necessarily need to conduct these conversations in their entirety, but can delegate some patient education and follow up to the assistants or other providers.
Patients should feel like they can have an open and honest discussion with their doctor, which includes asking questions about possible alternative diagnosis, treatments, or inquiring about information gathered from popular news sources.
A doctor that reacts unfavourably to a request for a second opinion, and insists on being right is setting themselves up for disaster. Orly Avitzure, medical adviser at Consumer Reports and neurologist in the US, told the Wall Street Journal, “That’s definitely a reason to fire your doctor.”
If you want to construct a healthy and reliable relationship with your patients, trust they will come back to you when they have received a second opinion. Doing the opposite in an attempt to hold on to patients will likely backfire and cause unnecessary hard feelings.
The final deal breaker is misrepresenting your credentials. If patients feel that they have been misled, they will often react poorly.
The simple way to attract patients
If you feel like you are out of your element trying to advertise, you’re not alone. But the reality is, advertising will help you attract, convert and retain patients and there will be no shortage of business if you know how to promote your aesthetic services.
With the rising demand for aesthetic services, the competition is growing tighter, so finding a way to stand out is a necessity.
The easiest form of simple marketing is clear and consistent communication with your existing patients. The cheapest way to grow a successful and affluent aesthetic practice is by taking control of your current database – you lose around 10% of current patients per month through lack of communication.
These patients already know you and trust you, so reaching out to them gives them a reason to return and recommend your services to family and friends. More sophisticated advertising, digital and print, can be introduced when you have an efficient in-house marketing system that fully utilises your database.
10 simple steps to nurture the doctor-patient relationship
1. Be on time as everyone’s time is valuable
2. Create a welcoming atmosphere so the patient feels comfortable
3. Listen attentively to what your patient has to say – the most important thing
4. Be humble while maintaining your air of confidence and authority
5. If you make a mistake, admit it
6. Discuss everybody’s favourite subject – themselves!
7. Comment on something about the patient to make them feel special
8. Say thank you
9. Follow-up after the procedure with a personal call
10. Always smile with your eyes
