Most clinicians entering the Aesthetic industry come from a medical background via NHS or dental services. The thought of selling themselves and their services to their patients strikes fear into most, and may feel out of their comfort zone and unnatural.
However, “Sales” is not a dirty word. It is not a act of deceit or greed. It is the skill of reading, listening and understanding the in depth needs of your customers and matching their needs with your support and services. Its about making them feel that you really understand and care about them and are there to look after their best interests. Its about creating a partnership of trust.
Influencing your patients does not need to feel like a sales pitch. It can a natural part of your interactions.
- Consultation is key
Most patients come with a specific treatment or issue in their minds. Patients who have been staring at their nose to mouth lines, may not notice their skin unevenness or volume loss. Your initial consultation is probably the most important of your whole relationship. It is your opportunity to differentiate from your competition and demonstrate your expertise.It is essential to perform a full facial assessment. It should take time and not be rushed. A full facial assessment will allow you and your patient time to agree a treatment pathway, understand budgets, and opens up opportunity to discuss the many treatment options you offer, but they may not even know about.
One of the most powerful tools of the aesthetic practitioner is the before and after photo. Yet so many times it is overlooked. Not only is it essential as evidence to your medicolegal notes, it is a perfect tool to aid discussion during your the full facial assessment. A picture never lies, and providing the patient with their own image can help to show your view on their best treatment options.Photos should be consistent, taken with black or white background and with good consistent lighting. Consented properly they also become a high impact marketing tool to raise awareness of your skill within media marketing.
For more information on how to create and use photography within your clinic, or to purchase a photography pack contact us on firstname.lastname@example.org
- Advertorials and infomercials
Short advertorials and infomercials are regularly used throughout media and magazines by large corporate companies. They provide a soft sell hidden behind an informative article. Short and snappy, in a blog or newsletter focused on different services within the clinic can open interest and enquiries. To be most successful create a marketing strategy for the year to ensure you create continuity and raise your on line profile.For help with creating marketing strategies contact us on email@example.com.
- Social media Marketing
Social media has become one of the most influential platforms to enhance any business. If you are not playing within this market already, you would benefit to do so. But this platform is noisy and to stand out from the crowd you need to be interactive, vigilant and know your market. Create a brand and deliver a strategy that connects with your chosen customer group. You do not need to pay £s to be successful and gain new followers. Consistency is key and will help to develop a strong presence that connects with both new customers and old.
- In Clinic Marketing
Every minute you have with your customer is an opportunity to educate them in the services you provide. They have come into your space because they trust you and so use this time to let them know of all the treatments that can support them in there journey. Internal waiting rooms have such opportunity. A TV monitor with loop of services, treatment photographs, patient testimonials, should be open and available. The customer may have 5 -10 minutes to absorb information prior to meeting with you to discuss should it be of interest.
- Consultation is key