Building a successful medical or cosmetic practice is not as easy as setting up shop and waiting for customers to come in. While aesthetic procedures are growing in popularity, it is still important to do research about the types of procedures you should offer and in which areas you will have the best chance at attracting recurring customers.
The Basics
First off, it is important to know what you do and be very good at it. The field of aesthetics is growing and competition can be fierce so it is crucial to project an air of confidence and competence in order to get customers in the door and convince them to return in the future.
The next step in building lasting client relationships is in assisting them in choosing the right procedure for their desired outcome and managing their expectations. It may be an unattractive idea to tell your customers that a specific procedure will not have the drastic results they seem to expect but consider how much more upset they will be afterwards if you let them go ahead with unachievable or unlikely expectations.
Finally, limit your treatment offerings to procedures which are not only popular but also effective. Education is an important tool in making you stand out from your competitors. Avoid offering procedures which make great promises and rarely deliver on them and have clear explanations as to why you do not offer them. Be straightforward with potential customers is a great way to achieve authority in their eyes.
Selecting Procedures
Before you select the procedures you will offer or specialize in with your practice, get to know the nearby population. Different age groups are likely to be focused on different procedures so tailoring your practice to your particular area is a great way to encourage them to come in.
Start with the basic equipment and build up from there, taking into account not only the area in which you operate but also inquiries you receive regarding procedures you do not yet offer. This is a great way to see what treatments will sell so you can pick your technology to suit.
Another way to narrow down the procedure and treatment options you will offer is to consider the offerings of your competitors. You can either concentrate on being different by offering a variety of services that are otherwise not available in the area or you can opt for a more direct competition by offering the same or a similar suite of options.
Image Marketing
Creating the right image of your practice is crucial in attracting and keeping customers. The right image not only tells customers who you are, what you offer, and what you value but also demonstrates why they should choose you over your competitors.
(Source)