What is your MedSpa’s first impression?
The fact is there are still patients looking for aesthetic procedures. In 2008 Botox, Dermal Fillers, and Chemical Peels were all up. Most medical spas are reducing staff and spending more on display ads and direct mail marketing. I have to say, many medical spas should look at their patient flows and see if they are maximizing all the revenue opportunities. The medical spas and aesthetic practices that are successful are the ones who answer the phones in a timely manner, and enthusiastically greet your patients.
One of our IAPAM staff members called up 7 medspa’s to see if how much a hair removal procedure would be. Out of the 7, only 3 answered the phone, out of the 3, one told her to call back later and only 2 actually answered the phone and answered her questions. Wow, only 2 out of 7 MedSpa’s were there to answer the phone! Where was everyone else?? Hooray for the 2 that answered their phones! After calling 7 MedSpa’s price was no longer an issue, it was who was willing to answer the phone and take the booking! The sad thing is when she left after her first appointment, they didn’t even offer to book her next appointment (all of you know that in order to successful remove hair, you need between 4-6 ipl/laser treatments). So they did answer the phone, got the booking, but didn’t take the time to book her next appointment. If she wasn’t proactive in asking for another booking, they would have lost $1,750 in additional revenue and she would have left saying “laser hair removal doesn’t work!”
Another important indicator of a successful Medical Spa or cosmetic practice is ensuring your patient’s first impression of your medical spa or aesthetic practice is memorable (for all the right reasons). This is when their perception of you and your medical spa is created. From the first 30-60 seconds they walk in the door, they are going to decide if they feel comfortable and want to come back. It’s so important that front of the medspa is free of any clutter, and is welcoming. Your receptionist needs to immediately acknowledge your clients arrival and make them feel welcome. It’s also important that your receptionist does not take a phone call when there is a patient in front of them. The fastest way to disengage your patient from your medspa is for someone to sideline them by taking a phone call.
These comments were taken from the IAPAM’s Aesthetic Startup Practice Workshop.
Jeff Russell
IAPAM
