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Avoiding seasonal highs and lows

Article-Avoiding seasonal highs and lows

Avoiding seasonal highs and lows

Does it seem like it is getting more difficult, and a lot more expensive, to consistently attract new cosmetic patients to your practice? Well, that’s because it is getting more difficult to attract a steady flow of patients month after month.

Revenue can be sporadic at best for most cosmetic practices. Seasonal changes can keep you super busy for a couple of months and then do a 180 the next month. And, just when you think you’ve got it figured out, the unpredictable and inconsistent revenue roller coaster continues.

So, what can you do to keep your revenues consistent and ensure you have more certainty every month?

Map out your annual marketing plan

Stop winging it. Too often your staff sends out SOS emails with discounted treatments to fill up your empty schedule, which reeks of desperation and can actually work against you.

There is nothing strategic about this approach. While you may get a small boost in the short run, it will hurt you in the long run because you are not nurturing or building relationships with your current patient list.

The secret is to set up a powerful 12-month marketing plan so that you can predictably acquire new cosmetic patients consistently, throughout the entire year.

Use holidays and the four seasons to create themed promotions. Include specific offers relating to that theme for a limited time only. Setting up a predictable profit-producing machine allows you to easily attract patients and generate cash surges.

Think “patient for life”

The easiest, fastest and cheapest way to increase your revenues is to increase your average patient’s lifetime value so that every patient is worth more to you today, tomorrow and far into the future.

Do this by giving your patients year-round beauty care to keep them looking great. Combination treatment plans, packages and VIP loyalty programs transform a patient from a one-hit wonder to a regular patient who wouldn’t dream of going elsewhere.

VIP patients are worth gold to you, so give them such great customer service that they return, review and rave about you to their friends.

Use different communication channels

Today’s cosmetic patients live in a multi-channel world so focusing on just one channel won’t work. They communicate and obtain information from email, text, social media and word-of-mouth.

So, you need a multi-pronged approach to connect with prospective cosmetic patients. If you are wherever they are, you will become the obvious choice in a crowded marketplace.

This takes planning and technology.

For example, repurpose your monthly-themed email in social media posts, Facebook ads, text messages and in-house signage.

Yes, this takes more thought and effort, but in the long-term you will achieve a better result. And, you will have peace of mind knowing you have a plan in place keeping your schedule full all year long.

About the Author

Catherine Maley, M.B.A.

Ms. Maley has been an author, speaker, consultant and trainer for the cosmetic industry since 2000. Her mission is to help cosmetic practices attract and convert more cosmetic patients via creative marketing strategies and training staff to be conversion rock stars.

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