How Can a Consultant Help Your Aesthetic Practice Take Off?

An Interview with KZA Consultant Deborah Bryan Boyd, MS

Aesthetic surgeons often call our office and want to know how our services can help their practice grow. What is it that we know, and they don't, that ensures patients will come to your door, and keep coming back? KZA consultant Debbie Boyd, who focuses on plastic surgery practices, knows the importance of staff training, internal marketing efforts and office culture. In the next three Alerts, she will give her answers to frequent questions.

Q. I see a lot of reconstructive patients, but I don't see growth in the cosmetic portion of my practice. Do I need to restrict the number of reconstructive patients I see and start advertising as a cosmetic plastic surgeon?

A. First, because dropping contract and advertising as a cosmetic surgeon is risky. Reconstructive patients are a wonderful source of internal marketing for your practice. A patient who is happy with any service they receive from you and is likely to return. Also, they will give your name to other people – they become advocates who create a "buzz," keeping your name "out there." Here are some tips:

• Use your reconstructive background as a positive when highlighting your surgical experience, in addition to promoting your aesthetic surgery expertise. Patients value your training and years of experience.

• Highlight aesthetic and "quick-fix" procedures (Botox, Collagen, Restylane) in your reception area. Include an aesthetic marketing "splash" with the intake/registration packet as patients arrive in the office – if patients have to wait for a few minutes, make sure they're reading material that's pertinent to practice growth. "I didn't know Dr. Wonderful does that." is heard frequently in reception rooms in blended reconstructive and aesthetic practices.

• Take advantage of current patient mailings (appointment confirmation or post consultation follow up contact) to inform all patients of aesthetic services offered in your office. For example, use your regular appointment confirmation letter with a P.S. at the bottom announcing the new treatments your aesthetician offers. It's effective internal marketing.

• Let your practice website serve as the "portal" for potential patient to find information and make a positive first impression. Send patients to your website for information about aesthetic procedures and other services offered in your practice. Provide links to professional sites that serve as education sources concerning your top surgical procedures.

• Make sure your patients receive the highest level of service. Proper staff education geared toward management of the aesthetic patient’s expectations can result in better care for all patients. Think "Ritz Carlton".