Added to basket
Unapplied Changes
About a year ago I was driving to meet a client at their clinic for the first time. They offer a wide variety of services and have an established celebrity clientele, so I knew we had a good starting point.
I was only a couple of minutes away and my heart sank. In a matter of less than 30 seconds, I had driven past five aesthetic clinics. Yes you read that right, five. They were all on the high street and my client was set back on the street behind.
I needn’t have worried—as we had a good starting position, we have grown from there, firmly setting ourselves apart from the competition that is only a stone’s throw away. The clinic is busy, the client base is growing and the client is currently negotiating her third site. Here is how we did it:
Know your brand and who you are. The clinic offers both internal and external anti-ageing medicine, gut health, unique spa treatments and have a cohort of cosmetic surgeons consulting from their rooms. This means patients do not need to go anywhere else.It really is a one stop shop with a very loyal client base.
The waiting room is very social and has an energetic buzz. At a time where everyone is overworked and is short on social time, this waiting room is a joyous and social place to be. This vibe isn’t going to work for everyone, some aesthetic business owners are aiming for a more clinical atmosphere. What works in this clinic is that patients upsell additional treatments to other patients. I have witnessed this in action several times. Post a conversation in the waiting room where Patient A tells Patient B how happy they are with their results Patient B will then ask the receptionist to book her in for that treatment. Happy and loyal patients will recruit new business for you.
The personal touch. Each client will receive an appointment reminder text from the owner and similarly she will follow up with aftercare advice. The owner also keeps the client base in the loop for new launches, case study opportunities, offers, events and news. Patients report feeling part of a community, considered, valued and cared for.
Research, research and then do some more research. Understanding your patient demographic is essential. Your primary objective should be to ensure your patients are loyal, satisfied and trusting. In the case of this clinic, when they introduce a new treatment or product, the clients do not question the efficacy of the treatment they simply book in. Therefore, your research prior to introducing anything should point you to 100% confidence the product or system will deliver the types of results your client base expects.
Your curiosity for how your service can improve should never waver. A patient-centric business is the most fruitful and in a landscape of mass competition sure to stand the test of time.
Katie Emberley is the former Director of Aesthetics for The DD Group and medfx. Katie is now a consultant in both the corporate sector and aesthetic industries.
