How to Improve Patient Experience in a Specialist Practice

How to Improve Patient Experience & Customer Service at Your Cosmetic Surgery or Plastic Surgery Practice

Delivering outstanding patient care goes beyond surgical skill. In today’s competitive cosmetic and plastic surgery market, the practices that thrive are those that invest in creating a memorable, compassionate, and seamless patient experience. From the first phone call to the final post-operative visit, every interaction shapes how patients feel about your clinic — and whether they return or recommend you to others.

Developing a strong service culture requires more than good intentions. It involves training your team, adopting patient-centred systems, and continuously learning from proven strategies used in both healthcare and world-class customer service industries. Fortunately, there are excellent books and resources available that provide practical tools, fresh insights, and inspiration to help you elevate the way your practice serves patients.

If you want to improve the patient journey at your cosmetic or plastic surgery practice, focusing on customer service is essential. A strong commitment to patient-centred care not only builds trust but also helps set your clinic apart in a crowded market. By applying proven customer service strategies, you can reduce patient anxiety, improve communication, and create a positive experience that leads to greater satisfaction, more referrals, and stronger word-of-mouth marketing.

What are the Biggest Patient Complaints about a Surgeon Consultation? (Survey Results by Kerry Bialik)

1. Not On Time – Kept me waiting with poor / no explanation
2. Too Much Info Too Quick – Confusing – Confused mind never buys
3. Not Enough Time for Consult
4. Too many different Options & Quotes (no more than 2)
5. Incompatible Expectations Of Outcome (pre-screen / qualify patients)
6. Disinterested or Pre-Occupied
7. Embarrassed during the process of undressing or physical examination
8. Uncomfortable during the consult – hot/cold, windy, noisy, hard chair, being half naked waiting for the exam

Avoid the Top 10 Patient Dissatisfactions (based on thousands of Insight Patient Surveys)

1. Treatment Provider running significantly late for appointment (No Notification or explanation to patient)
2. Surgeon/Reception/admin are staff abrupt or uncaring
3. Consult is Rushed – Insufficient time at consult for treatment options or questions
4. Lack of transparency regarding costs
5. Initial enquiry or subsequent calls/messages not returned
6. Hard to make an appointment (long lead time)
7. Difficult to get TP advice post-procedure for medical issues/complications
8. Patient care in a hospital
9. No contact with the surgeon immediately after the procedure
10. Mistakes in billing or medical rebates

In this article, we’ve curated some of the best reads on patient psychology, service excellence, and practice growth. These resources can help you understand your patients better, strengthen your clinic culture, and implement customer service strategies that keep patients loyal and delighted.

Understanding and Dealing with Plastic Surgery Patients

Subliminally Exposed by Steven Dayan
Subliminally Exposed by Steven Dayan is a book that explores the psychology of beauty and the role it plays in our everyday lives. The book offers insights into the power of non-verbal communication and the ways in which our perceptions of beauty influence our behaviour and decision-making.

The book encompasses an extensive scope of subjects, including the science of beauty, the impact of social media on beauty standards, and the ways in which beauty is used in marketing and advertising. Steven Dayan also provides guidance on how to leverage the power of beauty in your personal and professional life, and how to use beauty as a tool for building relationships and achieving success.

One of the unique aspects of this book is its focus on the unconscious and subliminal influences that beauty has on our perceptions and behaviour. The author emphasises the value of understanding the hidden messages that beauty sends, and how to use that understanding to achieve your goals and build positive relationships with others.

Subliminally Exposed is a book for anyone interested in the psychology of beauty and the ways in which it influences our lives. With its fascinating insights and practical tips, this book will help you understand the power of beauty and use it to achieve success in your personal and professional life.

The Smile Prescription by Dr Rich Castellano

The Smile Prescription by Dr Rich Castellano is a book that explores the power of a smile and its impact on overall health and wellbeing. The book offers insights into the science of happiness and the ways in which a smile can improve our physical and emotional health.

 

The book spans a broad range of topics, including the neuroscience of happiness, the connection between smiles and positive emotions, and the ways in which a smile can improve relationships and social interactions. Dr Castellano also provides guidance on how to improve your smile and achieve greater happiness and well-being.

One of the unique aspects of this book is its emphasis on the value of a beautiful and healthy smile. The author emphasises the importance of dental health and its impact on overall health and well-being, and provides practical tips and advice for improving the appearance and health of your smile.

The Smile Prescription is a must-read for anyone interested in the science of happiness and the power of a smile. With its insightful analysis and practical guidance, this book will help you understand the importance of a healthy and beautiful smile, and provide you with the tools you need to achieve greater happiness and well-being.

Read about this great book on patient selection and clinic culture for plastic surgeons – click to read a quick summary.

The Patient-Centred Payoff by Judy Capko and Cheryl Bisera

The Patient-Centred Payoff by Judy Capko and Cheryl Bisera is a book for medical professionals seeking to improve patient experience and satisfaction while simultaneously growing their practices. The authors provide tips to optimise practice operations, increase revenue, and improve patient satisfaction.

The book discusses many topics, including how to build a strong practice brand, how to improve the patient experience, how to use technology to improve operations, how to manage staff effectively, and how to handle difficult patients and situations. Capko and Bisera emphasise the importance of patient-centred care, which not only benefits the patient but also benefits the practice.

One of the unique aspects of this book is its focus on the financial benefits of patient-centred care. The authors demonstrate how improving patient experience and satisfaction can lead to increased revenue, lower staff turnover, and greater patient retention.

The Patient-Centred Payoff is recommended for medical professionals who want to build a thriving practice while providing the best care possible for their patients. The ideas in this book can help you improve the patient experience, build patient loyalty, and grow your practice in a competitive industry.

Improving Patient Satisfaction Now by Nelson, Wood and Brown

Improving Patient Satisfaction Now by Nelson, Wood and Brown is an in-depth tutorial for healthcare professionals seeking to improve patient satisfaction in their practice.

 

The book covers topics such as the importance of effective communication, the value of creating a positive and welcoming environment for patients, and the ways in which healthcare professionals can leverage technology and innovation to improve patient care and satisfaction. The authors also provide guidance on how to create and implement effective patient satisfaction surveys, and how to use feedback to improve practice operations and patient outcomes.

One of the unique aspects of this book is its emphasis on the importance of continuous learning and improvement in healthcare. The authors emphasise the value of ongoing education and training for healthcare professionals, and provide practical guidance on how to develop and implement effective professional development programs.

Childhood Abuse, Body Shame and Addictive Plastic Surgery by Mark B Constantian

Childhood Abuse, Body Shame and Addictive Plastic Surgery by Mark B. Constantian is an insightful book that explores the complex relationships between childhood abuse, body shame, and addictive plastic surgery. The book offers a unique perspective on the motivations behind plastic surgery and the psychological factors that drive addiction.

The book surveys a wide array of subjects, including the impact of childhood abuse on body image and self-esteem, the role of plastic surgery in addressing body shame, and the addictive nature of plastic surgery. The author also provides guidance on how to identify and treat patients who are struggling with addictive plastic surgery.

One of the unique aspects of this book is its focus on the intersection of psychology and plastic surgery. The author emphasises the importance of understanding the emotional and psychological factors that drive plastic surgery addiction, and the need for a compassionate and holistic approach to treatment.

Childhood Abuse, Body Shame and Addictive Plastic Surgery is a must-read for plastic surgeons and mental health professionals who work with patients struggling with plastic surgery addiction. With its insightful analysis and practical guidance, this book will help you understand the complex relationship between childhood abuse, body shame, and addictive plastic surgery, and provide effective and compassionate treatment to those in need.

BEST Books on Patient Experience for Aesthetic Clinics, Medspas & Plastic Surgeons

• Your Aesthetic Practice – A complete Guide – What your patients are saying by USA Consultant Catherine Maley
• The Patient Will See You Now by Crawford Ifland
• Touchpoints by Douglas Connant
• A Step by Step Guide to perfecting the Customer Journey in Aesthetics – Pabau Article

BEST Customer Service Books for Improving Your Service Standards

Hug Your Customers by Jack Mitchell

Hug Your Customers by Jack Mitchell is a delightful and inspiring book that explores the power of exceptional customer service and the ways in which it can transform a business. With its strategies and real-world advice, this book is a must-read.

The book discusses an extensive range of themes, including the importance of customer feedback, the value of personalisation and customisation, and the ways in which exceptional customer service can drive growth and success. Jack Mitchell also provides guidance on how to build a customer-centric culture, and how to empower and motivate employees to deliver exceptional customer service.

One of the unique aspects of this book is its focus on the emotional aspects of customer service. The author emphasises the importance of empathy, kindness, and genuine care in building strong relationships with customers, and offers practical tips for delivering exceptional service with a personal touch.

It is a modern-day sales book that allows you to boost your customer service while maintaining quality relationships with your clients.

Up Your Service! – Ron Kaufman

“Up Your Service!” is a must-read book by Ron Kaufman that delves into the art of creating exceptional customer experiences. Drawing from years of experience in the service industry and his expertise in customer service training, Kaufman offers practical tips and actionable strategies to elevate your customer service game to the next level.

Ron Kaufman is a leader, motivational speaker and educator based in Asia. He has combined all his learnings into a book to help you build the right service culture and surprise & delight your patients.

The Power of Moments – Chip & Dan Heath

• The New York Times bestselling authors of Switch and Made to Stick explore why certain brief experiences can jolt us and elevate us and change us–and how we can learn to create such extraordinary moments in our life and work.

FAQs about Patient Experience

Q: Why does customer service and bedside manner matter as much as surgical skill in plastic surgery?

• While surgical outcomes are critical, patients often judge their overall experience by how they are treated before, during, and after their procedure. A warm welcome, clear communication, and responsive support can be the difference between a satisfied patient who refers others and one who never returns. Friendly surgeons have fewer medicolegal litigation issues.

Q: What makes patient experience unique in a plastic surgery or cosmetic clinic compared to other healthcare settings?

• Cosmetic surgery patients are usually healthy, elective patients who are emotionally invested in their results. They expect not only safe and effective care but also an uplifting, luxurious experience. This combination of medical expertise and hospitality makes the service standards more comparable to high-end hotels than traditional hospitals.

Q: Can studying customer service books really improve outcomes in a plastic surgery clinic?

• Yes. Books provide proven frameworks and real-world examples that can inspire surgeons and staff to adopt new behaviours. Applying lessons from both healthcare and customer service industries helps teams develop empathy, communication skills, and strategies that directly improve patient satisfaction and loyalty. Hug Your Customers by Jack Mitchell is a MUST READ for all aesthetic practice staff .

Q: How can customer service training reduce cancellations and no-shows in a cosmetic practice?

• Patients who feel valued and understood are less likely to cancel or postpone their procedures. Strong customer service builds trust, reduces pre-surgery anxiety, and reassures patients that they are in safe, caring hands — which improves booking commitment and follow-through.

Q: What role does psychology play in patient satisfaction for plastic surgeons?

• Many cosmetic surgery patients are influenced by self-esteem, body image, or social pressures. Understanding the psychology of beauty, body confidence, shame, and motivation helps surgeons and staff respond with empathy, set realistic expectations, and provide the emotional support that patients need throughout their journey. Learning more about BDD – Body Dysmorphic Disorder is also essential.

Q: How do small details in customer service create memorable patient experiences?

• Simple gestures like remembering a patient’s preferred name, offering comfort items and refreshments in the waiting area, or celebrating surgery milestones can create powerful emotional connections. These “moments of truth” make patients feel special and are often what they talk about when referring friends.

Q: What is the financial benefit of improving customer service in a plastic surgery practice?

• Studies and real-world case examples show that patient-centred care leads to stronger word-of-mouth referrals, higher retention rates, and increased lifetime value per patient. Investing in customer service often reduces marketing costs because happy patients generate organic referrals.  Medical examples like the Cleveland Clinic and Mayo Clinic show the benefits of a focus on customer experiences.

Q: How can plastic surgeons measure the success of their patient experience improvements?

• Success can be measured through feedback surveys, online reviews, repeat bookings, referral tracking, and staff performance metrics. Practices that consistently review and act on patient feedback tend to outperform competitors in both reputation and revenue growth.

Q: Are there risks if a practice ignores customer service and only focuses on surgery?

• Yes. Even excellent surgical results can be overshadowed if patients feel rushed, dismissed, or neglected. Negative reviews and poor word-of-mouth can harm a clinic’s reputation and reduce trust in the long term. Balancing surgical excellence with a strong service culture is essential for sustainable success.

Further Resources for Practice Leaders – More Blogs to Improve Your Patient Experience Culture

• Best Leadership Books & Resources for Plastic Surgeons & Specialist Practice Managers
• Best Books and Resources for Time Management for Surgeons & Practice Managers
• Tech Tips & Tools for Busy Specialist Practices
• List of the BEST Australian Experts and Speakers on Customer Service and Customer Experience