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Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery, and how to enjoy a steady stream of cosmetic patients.

I’m your host, Catherine Maley, author of Your Aesthetic Practice – What your patients are saying, as well as consultant to plastic surgeons, to get them more patients and more profits. Now, today’s episode is called "Enjoy a Steady Stream of Cosmetic Patients".

When I consult with cosmetic practices and ask them their top priority, it’s usually they want more leads.

They are most satisfied when the phone is ringing, they have lots of internet leads for their staff to follow up on and their schedule is booked with consults.

They feel good when they are extremely busy moving from room to room with patients eager to talk about their cosmetic services.

But do they really want more “patients” or do they REALLY mean more procedures?

Here’s the reality, just because you’re busy doesn’t mean your profitable.

If you’re doing 10 consults per day but only booking 2 of them, something is off.

In regards to doing 10 consults per day but only booking 2 of them and something being off, that's not how you enjoy a steady stream of cosmetic patients. Here’s what I mean…

Getting more cosmetic procedures is a 3-step approach:

You need to get more CALLS
Your receptionist needs to be able to convert these CALLS into APPOINTMENTS
Your coordinator needs to be able to convert these appointments into paid PROCEDURES

And although this seems to be pretty straight forward on how not to enjoy a steady stream of cosmetic patients, it's not that easy to get more calls, appointments and procedures. Here’s what I mean:

1) Get more CALLS:

You probably receive a lot of emails from people claiming that they can get your phone to ring!

• Some might try to sell you "pay-per-click (PPC) advertising.

• Or, they tell you 53 things that are wrong with your website so you’ll hire them to re-design it.

• Or, they tell you the "penguin / panda / zebra-safe way" to catapult your website to the top of Google through some Voodoo SEO.

Have you ever tried any of these tactics?

How did it work out?

For many surgeons these "magic bullets" to enjoy a steady stream of cosmetic patients don't seem to work, yet they are told to "give it more time" and just pour some more dollars into pay-per-click while they’re waiting for organic leads.

Then there’s 2) Get more booked APPOINTMENTS

Let’s say you pulled the trigger and sunk a small fortune into a gorgeous new Website and you paid big bucks to get prospective patients to it. They check you out. They like what they see. They call your office to learn more. And?

What kind of experience do they have on the other end to help you enjoy a steady stream of cosmetic patients? Is it consistent with your new “look and feel” or is there a major disconnect between the high-end look of your branding and the low-end quality of their phone experience with your office?

It’s not enough your receptionist have a nice phone voice; although that certainly helps. Your receptionist also needs the skill to take a “look-e-loo” caller who is going down the search results list and calling you and everyone else to figure out who can help them.

A majority of the callers will be lost here if your receptionist is not a trained ambassador who skillfully welcomes the caller to your practice and invites them in to get to know you better, so you can enjoy a steady stream of cosmetic patients.

And lastly, #3) Get more PROCEDURES

Ok, now you’re making progress so you can enjoy a steady stream of cosmetic patients. The new patient found your new Website. They called and booked an appointment. And, they actually showed up for their appointment so things are looking good.

Now what? Do they have a great first impression of your office? Are they made to feel welcomed and relaxed? During their consultation with you and your staff, did they discover overwhelming evidence of why you are the BEST CHOICE?

Because here’s the reality that helps you enjoy a steady stream of cosmetic patients…the cosmetic patient with a credit card, as well as a lot of choice in providers, is looking for who can best give them what they want. What they want is a great result in the easiest, most comfortable way possible – financially, emotionally, physically and psychologically.

That’s why so many different variables go into their decision-making process when choosing the right plastic surgery practice for them. Yes, your reputation, credentials and before/after photos are essential in helping them “see” your skill and expertise.

But there are other factors that are more subtle, yet equally important to help you enjoy a steady stream of cosmetic patients: your demeanor, your eye contact, your listening skills and it goes on and on.

And here’s the biggie….Is your patient coordinator able to convert them to a paid procedure? If not, then you can't enjoy a steady stream of cosmetic patients.

This is where the rubber meets the road. All that you have spent on advertising, marketing, staff, office and web design is wasted when the prospective cosmetic patient chooses your competitor over you.

Because nothing else matters until the patient actually chooses you and PAYS for your services.

This step in converting a prospective would-be patient to a paying customer is no easy feat as you know and have experienced.

It takes skillful planning of each step in the patient experience to prepare that prospective patient for a YES rather than, “I’ll need to think about it.”

Here is a helpful suggestion to help you enjoy a steady stream of cosmetic patients, and for you to gauge the experience a prospective patient has when interacting with your practice….

You and your staff do a “walk-through” of each step the prospective patient goes through when visiting with you.

Be sure to involve your receptionist, your coordinator and anyone else who interacts with the patient. You are looking for ways to improve your processes that leads to improved conversion rates.

That is how you enjoy a steady stream of cosmetic patients who keep you profitable rather than just busy.

If you could use more patient leads to help you enjoy a steady stream of cosmetic patients, and if your staff could use help converting more callers and consults, please check out my

Cosmetic Practice Vault loaded with proven working knowledge such as

10 + Hours of Mind-Expanding Insider Knowledge
44 Business Strategies to enjoy a smooth-running practice
86 Marketing Strategies to attract a lot more cosmetic patients
77 “Swipe & Deploy” creative Graphics you can use
44 Proven Scripts to Convert, Follow Up on leads, write Ads that get a result, Interview questions to identify a-players and a whole lot more.

Go to www.catherinemaley.com/vault and I’ll see you there.

Enjoy!

Catherine Maley, MBA

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