One of the challenges in running a cosmetic practice is keeping it busy.
While there may be a burst of business once your clinic starts thanks to initial curiosity, it’s common for this to level out over time – and to a degree that many business owners can find concerning due to a lack of growth in patients, or a lack of loyal return customers.
However, keeping your practice busy isn’t impossible. There are some key things to keep in mind that can go a long way towards keeping new customers coming through your door.
The biggest factor in winning customers over to your aesthetic business is pricing.
One study by the American Academy of Facial Plastic and Reconstructive Surgery discovered that the cost of the services is the main factor people consider when deciding which clinic to go to.
One main thing to keep in mind here is that you don’t set prices in a vacuum. There are competing businesses vying for the same clientele as you.
It’s essential to do research and discover what your rivals are charging for the procedures that you provide. Remember, in this day and age it’s never been easier for a consumer to shop around – price comparisons are simply the click of a mouse away.
One good source of pricing information for non-surgical procedures can be found on the website of the American Society of Plastic Surgeons, who offer statistics on national price points for dermatological services.
Marketing or manufacturer representatives will also be able to offer input on the price levels settled upon by the marketplace. Even fellow practitioners will be able to help you settle on an appropriate price point. Don’t be afraid to talk about price levels when at professional conferences or industry networking events.
Another key point when it comes to attracting customers is figuring out what your brand is.
This means deciding, in part, what clientele you are going to attract – are you looking to obtain high-end customers or those looking for bargain services? Big city types or people from smaller communities? Once you know who your brand clientele are, you can tailor your marketing and public communications (advertising, websites) towards them.
This level of targeted penetration is more likely to result in better conversation (from prospective to actual customers) and increased word of mouth among community members.