The lifeblood of any cosmetic surgery or cosmetic dentistry practice is patients. Without them, there is no need for our services!
But being in the ‘actual people business’ brings unique challenges that those in online sales or even retail can’t understand and appreciate.
Challenges in delivery cosmetic health care are in three areas.
1. Of course having the technical skills and equipment to perform treatment safely and effectively. Have had the latest training? Is your equipment and facility modern and up to date.
2. Managing the patient and her emotions. Do you clearly know her expectations and are they obtainable? What fears and phobias does she have about treatment? Is she afraid of needles? Can you make her comfortable?
3. Finesse. How do you help cosmetic patients come to best decisions for themselves when choosing care? How do you remove obstacles (both physical and mental) so nothing is standing in their way to getting the cosmetic treatment they desire?
To have a successful cosmetic surgery or cosmetic dentistry practice, you have to be the master of #2 and #3.
I treated a high functioning, healthy 96-year-old woman. I was only her second dentist in her life!
And her wants were cosmetic treatment. Period. Her needs were minimal in nature and all could be met during the course of cosmetic treatment.
To obtain the results she and I both wanted, I had to manage her emotions and use a lot of finesse. Often the case with cosmetic surgery, you also have to manage the patient’s friends and family, as well.
In this case, the patient’s adult son felt that she was too old and didn’t want her to have the treatment. He felt it was all unnecessary.
By discussing what she “needed” for her health and that it would be accomplished during the cosmetic procedure, it was no longer an emotional decision she was making, but now it was logical in her son’s mind.
We proceeded with the treatment and she (and her son) was very pleased with the results. I know you understand the power of ‘changing someone’s life’ through cosmetic treatment.
But it could have easily not gone that way.
Cosmetic patient case acceptance is focused on THEM. No where in the discussion did my qualifications, training, or equipment come in. In fact, there wasn’t a lot of talking on my part at all.
The most important thing was listening to both of them, which at the start seemed like they were coming from two very different positions. But after listening, I could ‘hear’ what would bring all of us to the only logical conclusion- getting the treatment done.
It was more like being a mediator first, doctor second.
This is Part 3 of 3 How to Get More New Local Patients
- Learn how to get more new local cosmetic patients for your cosmetic surgery or cosmetic dental practice.
- Identify how to properly use the internet effectively to go where the new patients are looking
- Find out which patients are just looking and who is ready to come in now
- Learn how to differentiate yourself from your competitors
- Create a 'relationship' with prospects earlier and make sure they chose your practice for their cosmetic needs
“People will pay for what they want more often than they are willing to pay for what they need
Now the million dollar question is “Who’s marketing is working?”
The answer is “Both of them!”
But their outcomes are very different!
Was the office not consistent with the message the advertising was promoting?
How was their customer service?
Were these people pushed into big cases they weren’t ready to do or was there a “retreat option,” something smaller to get them going forward even if it isn’t the entire care right now?
ABM “Always Be Marketing!”
I’m Dr. Ginger Bratzel and for over 17 years, I have been in private practice to offer cosmetic and niche specific dental services to my patients. But now and for the past 7+ years, I have also worked with doctors and their teams all over the country, in all aspects of healthcare services, to help them to improve their practices and provide better care for their patients as well!
I saw first hand, from own personal experience and initial struggle to be profitable. And I continue to see in office around the country, being a great doctor with an excellent education is not enough to insure success.
The current struggle offices are facings are to create and maintain success. Challenges we are all facing with the new emerging economy and finding patients who are ready to accept care now are crippling the system.
This frustration over the past few years has taken great practices to a less than desirable situation as well as crushed many struggling offices into financial ruin.
To over come this enemy, smart practices have master the 3 sides of success: technical skill, management, and marketing.
#1 Technical Knowledge– As defined in your title “Doctor”, you possess specialized knowledge. But more than that…you have the power to change people’s lives. What an awesome role!
I’ve got some BAD NEWS FOR YOU: “Being the best technically is ZERO insurance that you will succeed as a doctor!”
#2 Management– building and controlling your team. No one of significance in history has done it alone. He or she has always relied on others to support them on their quest behind the scenes.
Great Olympic athletes competing in individual events might stand alone on the awards podium, but they were assisted, supported, and encouraged by a team of individuals along the way to help them achieve their success.
But unfortunately, it isn’t that simple to create your dream business. People and their lives are in constant flux. Their directions move in and out of focus with your goals for the practice. Sometimes it feels like herding a bunch of wild cats.
But with the right systems and monitors, accountability for their success to the office is crystal clear so they can better monitor themselves…leaving you free to do what you need to do…treat your patients.
#3 Marketing– The rocket fuel to set the whole thing on fire. If a prospective patients doesn’t know what you can do for them, they will never find you.
Marketing can be inviting, exhilarating, profitable, and…
put on auto-pilot to run month after month.
Marketing is not and should not be a necessary evil, a waste of money, or a aggravation in your professional life- but rather the life blood of the practice bring new patients to your office on a consistent basis.
Marketing is sooooo much more than yellow page ads and magazine spreads. It is what your practice is saying about you without you saying anything at all!
Just like a three-legged stool, all 3 components of a successful business should be of equal importance.
If one of the pieces of the triangle is weak or missing, it creates an unstable foundation to grow on.
Without management success, marketing could be bring in tons of new patients each month to only be chased way by poor systems and customer service issues.
“Investment in the most advance training and technical knowledge in the country is a waste without a herd of ‘hungry prospects’ to buy your services.”
During my time as a consultant, I have coached Doctors and their teams on successful mindset for practice growth, provided marketing expertise, and trained the practices on what to say and do for success.
From my years of working with them and surveying thousands of doctors, not just around the country, but around the world…
I have found the #1 request is help on how to get more new patients and how to increase referrals to the practice.
This is the lifeblood of healthy growth!
You could be experiencing problems in your practice if ANY of the following are occurring:
• new patients come in but they aren’t accepting care saying “I need to talk to my spouse about it, I need to think about it, I will check my schedule”
• Each patient isn’t referring 2,3 or more new patients because they are “Raving Fans” of your office and they won’t sleep until everyone they know is choosing care from you!
• You are spending more and more on external marketing just to keep up your patient numbers and the cost of acquiring a new one is going up each month!
I have the answer to your frustration!
(And it is also a gift for you that does that and much more….)
I have 3 big promises for you:
o It’s easy to implement. Any 2nd grader can be trained to handle this (I’m not advocating you do your next job search at the elementary playground, though)
o I will personally take the responsibility to train your team how to do it
o All while creating good rapport with your existing patients so they will want to become cheerleaders for the practice
All you have to do to get this free gift (valued at $297), is enter your information in the box on the side to get instant access.
Take action to start ‘transforming’ your good practice into a GREAT ONE!
Click This Link Below NOW to get instant access to Free Increasing New Patient Video Training right to your inbox.
To Your Success,
Dr. Ginger Bratzel