Cosmetic Practice Marketing: 3 Common Mistakes

Mistake #1:  Not Knowing Who’s Really On Your Team

The team you surround yourself with can make or break your aesthetic practice – period.  Getting the right team players on board is difficult and ever-changing but vital to your success.

So, do you have the right team in place? And, do they know their main job is to promote you and your services and that starts with impeccable customer service? Is your staff helping or hurting your practice?

In my travels as an aesthetic marketing consultant, I’ve seen staff be charming to the doctor and witchy to everyone else. I’ve heard patient care coordinators refer the patient to the competitor because she thought they did a better job with that procedure.

My staff and I have done mystery shopping where the receptionist sent the patients to the internet to buy products since they were cheaper than those sold in their office.

It’s imperative every staff person who works for you knows exactly what is expected of them. So, I ask again, do you know you have the right team in place? If you’re not sure, here’s one thing you can do to find out…

Hold a friendly staff referral contest.

Keep it short and simple. Give your staff refer-a-friend cards with their name on them so you can track their efforts.  Use business-size cards since they are inexpensive to print and your staff can conveniently carry them with them during their daily lives.

Now for the next 30 days, they should refer their family, friends, hair salon stylist, gym buddies, club members, etc.  Whoever has the most referrals come in for an appointment within the 30 days wins the grand prize which should have been on display in the lunchroom the entire month to keep them motivated.   You want to make this a great prize such as an iPod, flat screen TV or whatever.

But here’s the point.  You’ll find out whom your team players are and if you have staff that didn’t bother to participate; I suggest you find new staff.

Mistake #2:  Only Working IN Your Practice and Not ON Your Practice

In today’s New Emerging Economy, it’s more important than ever to get the fundamentals right.

That means setting up predictable systems to convert more procedures, collect more testimonials and increase word-of-mouth referrals. Just like in sports, it’s getting good at the fundamentals that wins the game – not the one fancy move – isn’t that right?

So please meet with your staff regularly to hone their skills and your processes for that constant, never-ending improvement in each area.

Mistake #3:  No Plan in Place

Annual Marketing Plan

You have protocols set up for everything else in your practice so do one more for the process of promoting your aesthetic services because…

The top aesthetic physicians realize it’s not one email.

It’s not one newsletter.

It’s not one event.

The secret is to regularly keep your name in front of your cosmetic patients so they choose you over all the others when they are ready for aesthetic enhancement. Because circumstances change, life changes, people change so that means those who said NO before were really saying NOT YET OR NOT NOW so when they are ready, they’re going to the physician they are most likely familiar with and hopefully that’s you because you’ve stayed in touch.

Need more ideas?  Visit for even more free tips, tactics, strategies and resources to grow your aesthetic practice.

I’m Catherine Maley and I’m dedicated to driving your aesthetic profits.

Source by Catherine Maley, MBA

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