What Is A New Cosmetic Patient Worth and What Are You Willing To Do To Get Your Next One?
“People will pay for what they want more often than they are willing to pay for what they need New cosmetic patients are part of a healthy practice. Normal attrition occurs when patients move or complete care and move to maintenance therapy out of the reconstruction phase. Marketing can be expensive and unfortunately, most practices don’t monitor their return on investment. With goals and controls, marketing can be a productive means for capturing new cosmetic patients. But without monitors and accountability, marketing can be a money pit never to return what you spent! Here’s two real scenarios to illustrate that: 1. Dr. X in a suburb of Chicago spent $17,000/month on cosmetic surgery marketing. He believed the investment to be ‘the best in his area’ was…