In today's competitive market, physicians now must also be marketers to succeed, no matter how good they are in the technical aspects of their specialty. To grow a successful aesthetic practice with increased competition coming from new practitioners entering the market necessitates getting creative and having a strong strategy with realistic goals and a well thought out plan.
The delivery of a first class product is paramount when you are building an aesthetic practice. This single element will either catapult you to success if you do it well, or come back to haunt you if you miss the mark. Your greatest source of referrals should always be satisfied patients. The philosophy of continuous improvement should be applied to every aspect of your cosmetic practice. There is always something that can be learned from your colleagues, as well as your patients, in this quickly evolving specialty. As you evaluate new technologies and procedures, not every technological advance is going to be a worthwhile adjunct. Physicians should be prepared to stay current and pay attention to new developments. Cosmetic patients are very savvy, and they are no longer satisfied to have things done the same way they have been done for decades. Consumers are on a never ending quest for the "Quick Fix." They are drawn to non-surgical or minimally-invasive or modified procedures with minimal down-time and risk.
Cosmetic doctors and surgeons are faced with the need to educate consumers, set realistic expectations, and choose the right technique for the right patient at the right time. Patients today have a lot of choices, and there is always a chance even if you did a terrific job, that the patient will not return to your practice. A sophisticated practice growth program should involve evaluating your practice objectively to figure out what needs improvement and what you could do better. You should approach your practice with a critical eye. Your staff can also be your most valuable asset, or they can be your downfall if they are not the best representatives for you.
5 TOP PRACTICE GROWTH TECHNIQUES
1. Communication vehicles - Email and print newsletters are a very popular and cost effective method of reaching out to existing patients and encouraging new patients to enter your practice. These are ideal methods to announce a new laser, the addition of a novel technique with dermal fillers, new staff members, and to gain recognition among prospective patients for your expertise. To make this work for your practice, newsletters should be sent on a regular basis, monthly, bi-monthly or quarterly. According to Dr. Judith Hellman, a board certified dermatologist in New York, New York, "My patients love reading our newsletter and it allows me to keep them up to date on what is happening in cosmetic dermatology. There is so much misinformation out there but this allows me to cut through some of the hype and my patients really appreciate having this important connection with my practice."
2. Enhance your website - Your practice website is your portal to new patients, and should be updated on a regular basis. Consumers are seeking out physician referrals online, and even if they have come across your name from another source, they are most likely to "pre shop" for doctors on the web before they ever make an appointment. Your website image should be consistent with your practice and specialization, and the content needs to be interesting, reader friendly, and include attractive visuals. Dr. Elliot Jacobs, a board certified plastic surgeon in New York, New York, and author of MANTALK (MDPUBLISH, 2006), has used his website to his advantage to increase referrals. "Having an updated website allows new patients to find us from all over the world, and we have developed a strong following of patients interesting in the specialized male body contouring procedures I offer."
3. Events and seminars - From webinars to local health fairs, cosmetic doctors today are looking for venues to meet consumers and speak about the trends and techniques they offer. To keep your events interesting and attract a buzz, consider partnering with spas, retailers, private clubs, hotels, charities, and your hospital to create and promote large scale community exposure. In office seminars can be effective, but will require a lot of staff time and effort. Many practices today are identifying opportunities for several grand scale events per year to get the word out.
4. Press releases - Generating media attention can be accomplished by professionally written press releases about your practice, especially when you are adding a new technique or have participated in a conference or clinical trial. These can be posted on your website to create exposure, and sent to key media contacts and newswires all over the internet. The media is always looking for physicians as credible sources and for new techniques or applications that are newsworthy. In addition, you can create a local news hook by incorporating case histories and before and after photographs or patients who are willing to speak to the media to describe their experience.
5. Consumer book - Physician authors are gaining great recognition with the media and consumers alike by using the power of print to promote their message and expertise. A professionally published book on the topics you know best can be the ideal jumpstart for your practice or other ventures. Being an author gives you instant credibility among consumers, the media and your peers. The elements of writing a successful book include zeroing in on a marketable topic, determining who your target audience is, and establishing your own personal goals.
According to Dr. Dennis Hurwitz, a board certified plastic surgeon in Pittsburgh, PA, and author of "TOTAL BODYLIFT" (MDPUBLISH 2006), "Writing this educational book to describe my innovations in post bariatric surgery has allowed me to reach new patients all over the country who are interested in the work I am doing. The book has been a wonderful addition to my aesthetic practice and has greatly enhanced my profile which has enabled me to expand my practice to Beverly Hills."
In addition, one of the critical elements of handling cosmetic patients is to foster a nurturing climate of focussed patient care within your practice. If patients feel that you and your staff are concerned about their care, your practice will grow and patients will be more likely to be satisfied. If you keep your patients happy, and communicate with them on an ongoing basis, you can be assured of enjoying repeat business for many years to come.
