This I know, June is a sweet month with the taste of beach bodies and Summer fun in the air. This June, I encourage you to be smart about your practice restart. Here are 3 strong tips for you to implement as we move forward.
Tip 1: Evaluate your marketing based on emotion and connection
People will buy a product or service because it makes them feel good or solves a problem. For example, ladies sign up for CoolSculpting® on their thighs so that their tight skirt feels sexy to the touch. Patients buy what they believe will solve their problem, within their budget, and from someone they “connect” with. Remember Bella from our May Email Calendar?
“A patient, let’s call her Bella, feels self-conscious of her neck. Her daughter’s wedding is coming up and she wants to look beautiful in her dress with a plunging neckline. During the wedding, the photographer captured Bella and her daughter looking stunning and radiant.
Bella took time to share the photos with her plastic surgeon and left a 5-star review. Bella’s friends asked her to “share her secret” so she enthusiastically gave them the name of her plastic surgeon. For years the family reflects and enjoys the beautiful photographs and memories of the wonderful time they spent together. This links the patient’s goals and the practice’s goals.”
Now is the time to build your patients’ confidence by telling stories of other patients who have had Botox®, CoolSculpting or even a facelift. Share how they’ve been renewed post-quarantine.
Tip 2: Pre-purchase, Pre-order, Pre-pay
Cash is King, Queen, Jack…well, the whole deck of cards for small businesses. It’s the fuel that keeps your practice running.
Here’s one trend many practices have been following in order to keep cash flowing—even when their office was closed. Make buying your services EASY by creating or expanding your online store to include your aesthetician’s services, skincare products and gift cards.
Why not put together a Father’s Day promotion offering the most popular treatment packages for men? BROTOX, Kybella®, HydraFacial®, CoolSculpting, and Emsculpt® (to name a few), then do an email campaign to drive them to your store for purchasing.
Tip 3: Align your marketing message with your values
Great marketing isn’t selling. It’s presenting a solution to someone’s problem. If you market for the sake of selling, you’ll get buyers, not loyal patients. Keeping your marketing inline with your values such as dependability, reliability, loyalty, commitment, open-mindedness, consistency, and honesty, you will attract patients with similar values to those you believe to be important in life. Happy doctor means happy employees, which means happy patients. Now that’s a good formula.
Most of you know we’re a family business, just like many of you. Let us know what we can do to help.
Stay safe and stay smiling,
Candace & Team