Practice Success Strategies for Plastic Surgeons
The marketing/sales cost to get a NEW aesthetic patient for a consult is about $500+ each. This is a significant investment and we want to attract and convert every quality prospective patient.
Prospective Patients that come from Word of Mouth (Via a patient or GP) tend to convert better than enquiries from the Web. Sending out GP letters and patient thank you cards improves your Word of Mouth.
In order to charge premium prices, patients expect premium services and consulting.
The month of February is the quietest month of the year in Australia.
Managing Your Surgeon Diary Better
In order to maximise your conversion and your income please
- Do everything possible to AVOID moving, postponing or cancelling patient consultations
- Please AVOID keeping patients waiting – Keep on Schedule and Stay on site at the practice
- Make sure you set and monitor your “first consult” quota every week with your team.
- Watch your roster in advance – Have a look at your upcoming diary 4 weeks out.
- Give your team advanced notice of ANY upcoming personal events – weddings, holidays and industry events like conferences. Block these dates out in the diary ASAP to avoid shifting patients around.
- Have a monthly team meeting for new marketing ideas
Pitching & Pricing Strategy
- 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
- REVIEWS – Having great Online Reviews
- PHOTOS – Showing attractive B & A patient pics
- 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 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.
10 Things a Surgeon Can Do to Have More Patients & Surgery
Make an effort Impress the Team, Your Colleagues, Your Patients and Your Referrers
#1 – Be More GRATEFUL & APPRECIATIVE
- Praise and Say Thank You to ALL your Referrers, past Patients and Team members.
- Suggest Injectables or Dermal Treatments – and they will reciprocate
- Send a written Card, Gift, Champs, Coffee, bring Lunch or do Dinner – BUT do it fairly!
- We send out champagne to ALL patient referrers – add a card with your thanks.
#2 – Ask for PATIENT REVIEWS from happy patients – Hand out REVIEW CARDS even after a consult or surgery.
#3 Take BETTER PATIENT PHOTOS more regularly – every patient every time
#4 – BE ON TIME for consults, schmooze patients in the foyer and don’t keep patients waiting – LOOK out for well-connected patients
#5 Hand out your BUSINESS CARDS in bunches to patients and potential Referrers (Alliances) and ASK for more patients.
#6 Check your patient consult CONVERSION RATE SPREADSHEET and follow up – show an interest – these are sent every week by your team – ask for a copy!
#7 Pick a plastic surgery SPECIALITY or NICHE INTEREST to differentiate you from other surgeons
#8 Be more famous ONLINE – Create Unique Content (Articles, Pics and Videos). Blog Articles can go to our PR/forums, websites, enews and then onto social media,
#9 – Learn to ASK BETTER QUESTIONS during your consult and cover the patient’s main concerns thoroughly – outcomes, recovery time, pain involved, scar minimising as well as nurse/PCC covers your availability, fee & finance options.
#10 – ANSWER ONLINE PATIENT QUESTIONS – for Realself and Plastic Surgery forum/hub.
Avoid the 7 BIGGEST mistakes made by NEWER plastic surgery practices and plastic surgeons starting out
- AAA – offering “Anything for Anyone at Any price” – poor patient selection
- BBB – Basics Before Brand Advertising – get your front desk & lead conversion sorted out before running expensive ads to get enquiries
- CCC – Inadequate documentation & records – checklists, complications & consents etc
- FFF – Poor recruiting efforts – Hired undertrained but available Family, Fools & Friends also known as WBR – Warm Body recruiting
- PPP – Poor quality patient photography – pre and post op
- RRR – Little effort with online Reputation, Reviews & Referrers
- TTT – Team Too Timepoor – No time to properly handle enquiries or follow up consults
A new surgeon in a new practice with a brand new practice manager is a recipe for disaster. Is it time for accreditation of startup specialist practices?
