Ten Ways to Get More Patients – for Aesthetic Plastic Surgeons

David Staughton B.Sc.(Hons) CSP CCEO Practice Consultant
Ten Ways to Get More Patients – for Aesthetic Plastic Surgeons

 

Table of Contents

Top 10 Tips to get more Aesthetic Patients

Every Aesthetic Plastic Surgeon wants more patients. The Aesthetic surgery marketplace is much quieter now than during the post-Covid aesthetic surgery boom (surgery is down about 20%). If you want to attract more patients, you’ll need to make a bigger effort to impress your team, your colleagues, your patients, and your referrers. The boom times are over!

Rather than discounting your fees to attract patients, you’ll have to add more value and put more time, energy, attention, money and staff effort into service, sales & marketing. In order to charge premium prices, patients expect a first-rate consultation and premium service.

How much does it cost to acquire an Aesthetic Patient?

The acquisition cost to get a NEW aesthetic patient to attend a consultation is about $500+ each in marketing & sales effort. This is a significant investment and you want to attract and convert every quality prospective patient we can. Any sort of patient pre-education helps conversion – send guides, blogs, videos and photos. Get the patient registration form and photos and start the conversation before the consultation with a pre consult call.

Prospective patient consultations from a referral (Word of Mouth via a patient or GP) tend to convert much better (70% to 70%) than consultations of patients from Googling the Website or Social media.  You can attract even more referrals by sending out thank you letters to doctors and patient thank you cards.

TIP – February is the quietest month of the year for Aesthetic enquiries in Australia. Summertime is the quietest in USA. This is a great time to go back to the previous 12 months patient consultations and check in on their future plans for surgery.

Top Ten Ways a Plastic Surgeon Can Attract More Patients

#1 – Be More Grateful & Appreciative of what you have

  • Praise and say Thank You to ALL your Referrers, past Patients and Team members.
  • Suggest having Injectables or Dermal Treatments – and they will reciprocate
  • Send a written Card, Gift, Champagne, Coffee, bring Lunch or do Dinner – BUT do it fairly!
  • Send out champagne to ALL patient referrers – add a card with your thanks.

Learn to make the most of everything you have – your database, your past patients and every enquiry, consult and surgery.

#2 – Ask for more patient reviews 

  • The Surgeon should ask for reviews, don’t delegate that to the nurses. Learn how to get more useful feedback. Use a Review QR Code link, send review reminders or hand out patient review cards after a consult or surgery.
  • We need great patient photos for every patient every time. Getting a great ‘Before photo’ is critical. Learn how to improve your photos.

#4 – Be on time for your patient consultations

  • Patients hate being kept waiting. Learn how to build rapport with patients in the reception areas and learn how to run on time. Always look out for well-connected patients who can be advocates or influencers.

#5 – Ask for a favour, ask for referrals and ask Often

  • Hand out your Business Cards in bunches to patients and potential Referrers (Alliances) and Ask them for more patients. Learn how to ask for referrals and master your script. “One for you and 2 for your friends”

#6 Monitor your patient consultation conversion

  • Learn how to check in with your team to review the conversion spreadsheet and follow up – show an interest in past results and feedback.

#7 Be an Expert – Pick a Plastic surgery speciality to master

  • Find several niche procedures and target patients to differentiate you from other generalist surgeons. Experts charge more and do more surgery.

#8 Be social and become more famous online 

  • Create Unique Content (Articles, Pics and Videos). Blog Articles can go into PR/forums, websites, enews and then onto social media. Study the methods of surgeon influencers, decide your branding and positioning and put in the effort. Read Brendan Kane’s Books.

#9 – Learn to do better patient consultations

  • Ask Better Questions, Listen harder and cover the patient’s main concerns thoroughly – outcomes, recovery time, pain involved, scar minimising as well as nurse/PCC covering your availability, fee & finance options.

#10 – Be more active online and  build real followers

The more time you spend online, the higher your engagement with patients and the more you build a following. Answer Online Patient Questions online for Realself, Quora, Reddit and Plastic Surgery Facebook forums.

Managing Your Surgeon Diary Better

In order to maximise your conversion and your income please

  1. Do everything possible to AVOID moving, postponing or cancelling patient consultations
  2. Please AVOID keeping patients waiting – Keep on schedule, wrap up your phone calls and stay on site at the practice
  3. Make sure you set and monitor your “first consult” quota every week with your team.
  4. Watch your roster in advance – Have a look at your upcoming diary 4 weeks out.
  5. Give your team advanced notice of ANY upcoming personal events – weddings, holidays and industry events like conferences. Block these dates out in the diary as soon as possible to avoid shifting patients around.
  6. Have a monthly team meeting to discuss the market intel and get their new marketing ideas

Pitching & Pricing Strategy (Practice success strategies)

  • Most patients have come to see you about their most important concern. Please AVOID trying to upsell them to ALL the other surgeries you can perform for them. Better they choose just one and come back than get a price shock and do nothing.
  • Consider being slightly flexible with your pricing on occasion if the competition is steep.

Focus on Key Things that Improve Patient Conversion

  • Patient Reviews – Having great Online Reviews
  • Before and After Photos – Showing attractive B & A patient pics (be consistent)
  • Listening to patients and building a strong rapport
  • Being Respectful of patient’s time – Be on time for appointments

BOLO – Always be on the lookout for

  • Look out for potential Advocates, Influencers, Mavens or Connectors that can become great referrers – Hairdressers, Bloggers, Beauticians, Fitness Instructors, Spraytanners, GPS and other Specialists
  • Also look for potential MODELS for patient Stories – to feature their whole patient story and photos – offer these people a steep discount to get them.

Implementing the 10 Ways to Get More Aesthetic Patients

Attracting more aesthetic patients today requires more than clinical skill alone. It takes consistency, strategy, and a commitment to building strong relationships with your patients, referrers, and team. By focusing on service excellence, gratitude, patient education, and smart marketing, you can stand out in a competitive market and maintain steady growth, even in quieter times.

Remember – every consultation represents a significant investment. Protect that investment by refining your consultation process, strengthening your online presence, and nurturing the connections that bring patients through your door.

With the right systems in place, and by applying these top 10 tips, you’ll not only increase the number of patients choosing you, but also build a thriving practice with loyal advocates who trust your expertise and recommend you to others.

How to Get More Patient FAQs

Q: How much should I expect to spend on marketing to acquire one new aesthetic patient?

  • On average, it costs at least $500 in marketing and sales effort to bring one new aesthetic patient to consultation. This figure includes advertising spend, staff time, and follow-up processes. Since this is a major investment, every patient interaction should be maximised – from pre-consult education to conversion strategies during the consultation. They should be treated as a patient for life and offered other services as a loyal past patient.

Q: What’s the best way to improve consultation conversion rates without lowering fees?

  • The most effective methods are patient pre-education and improving the patient experience. Sending guides, videos, blogs, and before-and-after photos before the appointment helps patients arrive more informed and ready to decide. During the consultation, focus on listening, building rapport, and covering recovery, pain, and scar concerns in detail. Patients are more likely to choose a surgeon who feels thorough and trustworthy rather than one who simply offers the lowest price. Provide more proof to aid conversion – similar cases, before and after photos, videos and patient reviews.

Q: Why do referrals from past patients or medical practitioners convert better than website enquiries?

  • Referrals often come with built-in trust. A recommendation from a medical professional or a satisfied patient carries more weight than a Google search. Referred patient consultations typically convert to surgery at 70–80%, while cold leads from online ads often convert at 5 to 10%. This means nurturing relationships with doctors, past patients, and local referrers can significantly reduce your marketing costs per patient.

Q: How can aesthetic surgeons ethically generate more patient referrals?

  • The key is gratitude and fairness. Thank every referrer – whether it’s a medical practitioner, injector, or patient – with genuine appreciation. This could be a handwritten card, a thoughtful gift, or simply a personal phone call or text thanking them. Always spread your appreciation evenly to avoid favouritism. For example, sending champagne and thank-you cards to all patient referrers ensures fairness while keeping you top of mind.

Q: Why are patient photos such a powerful marketing tool?

  • High-quality before-and-after photos are one of the most persuasive ways to help patients visualise results. They showcase your expertise, reduce uncertainty, and support informed decision-making. The most important photo is the “before” – a clear, consistent, high-resolution baseline image. With patient consent, these photos can be used in websites, blogs, and presentations, creating a library of real outcomes that attract new patients.

Q: How can time management improve my ability to attract more patients?

  • Patients value respect for their time. Running consistently on schedule and avoiding last-minute cancellations increases trust and satisfaction. Efficient diary management, weekly review of upcoming consult quotas, and early communication about personal leave all contribute to a smoother patient journey. A surgeon who is punctual and predictable is more likely to gain repeat patients and referrals.

Q: Do I need to do social media to get more Aesthetic Patients?

  • Social media is no longer optional – it’s an essential driver of visibility and trust. Patients often research surgeons on Instagram, Facebook, or TikTok before booking. Unique content such as videos, patient education posts, and behind-the-scenes glimpses helps build credibility. Answering real patient questions online (e.g., RealSelf, Quora and forums) also positions you as approachable and knowledgeable. The more patients see you as “present and real,” the more likely they are to choose you.

Q: Should I focus on being a general plastic surgeon or a niche expert surgeon?

  • Patients increasingly seek experts rather than generalists. Focusing on a few niche procedures where you can build deep expertise helps differentiate you from competitors. Being “the go-to surgeon” for a specific treatment allows you to charge premium prices, attract higher-quality referrals, and build stronger word-of-mouth within that niche. Facelift patients want a surgeon who does a LOT of facelifts.

Q: What’s the fastest way to generate more referrals if patient demand is slowing?

  • The fastest method is direct outreach and appreciation. Hand out business cards generously, ask for referrals during consultations, and personally thank those who send patients your way. Revisiting your database of past patients with a friendly check-in call or email also works. Even simple gestures – like asking, “I would love to have more patients like you. Do you know anyone else who might benefit from a consultation?” – can make a big difference.

Q: Why is February often the quietest month for aesthetic practices in Australia?

  • In Australia, February follows the long summer break when many patients are distracted by holidays, school return, and financial catch-up after Christmas. This makes it one of the lowest enquiry months of the year. Savvy practices use this time to follow up on last year’s consultations, reconnect with leads who postponed surgery, and pre-book patients for the busier months ahead.

Q: How can a surgeon get better at asking for referrals without sounding pushy?

  • The key is to practice and normalise it as part of your process. For example, when a patient is happy at the end of their consultation, simply say, “I’d love to help your friends or family too – here are some extra cards if you know anyone considering surgery.” This keeps it casual, friendly, and reciprocal rather than salesy. Over time, patients expect the ask and are more likely to follow through.

Q: What are the most overlooked sources of patient referrals?

  • Beyond medical professionals and past patients, overlooked referrers include hairdressers, nail shops, beauticians, personal trainers, spray tanners, influencers, and even local fashion boutiques. These people interact daily with appearance-conscious clients who often ask for recommendations. Building goodwill with them – through small thank-yous, coffee catch-ups, or providing information kits – can open new referral channels.

Q: How do I keep my diary full when enquiries slow down?

  • Go back and reach out to the previous unconverted consultations. Many of those patients may have been interested but not ready. A friendly follow-up call or email reminding them of your availability often reactivates their interest. In addition, pre-booking seasonal procedures (such as tummy tucks before Summer or facelifts before wedding season) helps smooth out quiet patches.

Q: Why does being on time matter so much for patient attraction?

  • Patients associate punctuality with professionalism and respect. If you’re consistently late, they assume you are disorganised and you’ll be casual about their surgery too. Running on time also shows patients that you value them as individuals, not just numbers. Practices that master punctuality see higher referral rates and fewer cancellations.

Q: How can surgeons use content marketing to attract better patients?

  • Educational content – blogs, videos, podcasts – positions you as an expert. Instead of chasing low-value leads with discounts, you attract informed patients who already trust you. A blog on “What to expect after facelift surgery” or a video explaining “The recovery timeline for a tummy tuck” helps patients self-qualify before booking, reducing wasted consultations and improving conversion.

Q: Should I follow up with patients who didn’t book after their first consultation?

  • Yes – respectfully and professionally. Multiple gentle check-ins afterwards shows you care and allows patients to ask lingering questions. Many patients delay because they feel uncertain, not because they’ve ruled you out. A follow-up call, personalised email, or offering to answer more questions can often convert an undecided patient into a booking. Answer their questions, find and overcome their concerns. The confused mind never buys!

Q: How important is patient pre-education in conversion?

  • Very. Patients who arrive prepared are more likely to book. Sending them procedure guides, FAQs, recovery checklists, and before-and-after galleries helps them feel confident in your expertise before they even meet you. This also saves consultation time, as you spend less energy covering basics and more on personalised planning. Some practices use a patient portal like TouchMD or Panteya to help.

Q: What’s the risk of trying to upsell too many procedures in one consultation?

  • Patients can easily feel overwhelmed and pressured. When this happens, they may walk away and do nothing at all. It’s better to focus on solving their top concern first. Once trust is built and results are delivered, patients often come back for additional procedures on their own.

Q: How can I make my practice memorable to patients after their consultation?

  • Send a handwritten note thanking them for attending, provide a printed consultation summary, or follow up with a personal phone call from your patient coordinator. These small, personalised gestures show care and help patients remember your practice above competitors.

Q: How do surgeon “advocates” differ from regular satisfied patients?

  • Advocates actively promote your practice to others. They’re not just happy with their results – they tell friends, post on social media, or recommend you within their networks. Identifying these patients early and nurturing the relationship (with thank-yous, ongoing contact, or special recognition) can multiply your reach significantly. They will also come to your defence in the online forums.

Q: Why is consistency in before-and-after photos more important than having a few spectacular cases?

  • Patients want to see reliable, consistent outcomes, not just highlights. Consistent photography with the same lighting, angles, and background builds trust that your results are reproducible. A library of steady, quality cases often impresses more than one dramatic “wow” transformation.

Q: How can I use seasonal patient behaviour to plan my marketing?

  • Every market has peaks and troughs. For example, body contouring patients often book before summer, while facelifts and eyelid surgeries spike before family events like Christmas and wedding seasons. By aligning your marketing campaigns and patient education content with these cycles, you can capture demand at the right time instead of scrambling during quiet months. Remember the school teachers mostly want the first week of the school holidays.

Q: Should I use automation tools for patient communication?

  • Yes, they are absolutely essential – but must be customised and balanced with your personalisation. Using a CRM like Go High Level, Active Campaign, or Hubspot can automate reminders, follow-ups, and educational sequences, which ensures no patient slips through the cracks. However, personal calls, handwritten notes, and genuine human touch should complement automation. Patients appreciate efficiency, but they stay loyal to warmth and personal care.

Q: What are some plastic surgeon behaviours that drive patients away?

Each of these behaviours erodes trust and lowers conversion – even if surgical skill is excellent.

  • Cancelling or rescheduling their consultation more than once
  • Running late, Rushing the consultation and not answering all concerns
  • Talking over patients instead of listening
  • Being dismissive about their fears, pain, scars, or recovery worries
  • Having poor online reviews or an outdated websites
  • Poor presentation of the clinic, staff or surgeon

Further Reading on how to get more Aesthetic Patients

Want Some Help?

If you’d like a practice diagnostic, customised advice and proven strategies to help grow your aesthetic practice, David and the team at Specialist Practice Excellence can guide you every step of the way. Please call or contact us.