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5 Easy Ways to Skyrocket Your Aesthetic Practice This Year

February 22, 2008 |

You may already be doing the right things to increase your aesthetic revenues; however, you can always do more. The good news is that success is in the details. So, just “tweaking” your current promotions can pay off handsomely. Paying particular attention to certain aspects of your practice will get your patient to stay, pay and refer and doesn’t need to cost a fortune.Here are five strategies guaranteed to work for you:

Strategy #1: “Incentivize” Your Staff to be Rock Stars

Don’t look at this idea as losing money. You are losing money now (or getting 100% of nothing) when your staff doesn’t do their best. Its human nature to perform better when there is a “carrot” at the end of the stick. The easiest way to get your staff to be at their best when they are on the job is to reward them for a job well done and then reward them even more for going the extra mile.

Incentives keep your staff motivated and on top of their game. They also help to “self police” when you are not there because now they are not just working for you – they have skin in the game and are working for themselves.

Your staff will perform better when they have quantifiable numbers to strive for. It’s important these be individual goals with numbers and time lines attached to them so the staff person knows what is expected of them and when. The more specific the goal, the better able they are to obtain it. Examples of Goals:

  • Book 10 aesthetic appointments per week
  • Covert 80% of all new callers to a consultation
  • Sell $3,000 of aesthetic services per day

Since each staff person plays a different role in your practice, meet with each of them individually to discuss their particular role in promoting you and your aesthetic services. Tell them the minimum you expect from them for the salary you pay them and then give them an incentive for going above and beyond. By the way, the incentive may be money or time off or a shopping spree, etc. Let them tell you what works for them. Take the above examples and add incentives:

  • Book 10 aesthetic appointments per week (by Friday) and get a $50 gift card to spent that weekend
  • Receive $5-$10 for every new caller converted to a consultation paid out every Friday
  • 3-5% commission on everything sold over $3,000/day to be paid every week or once a month
  • 10% commission on all retail products sold to be paid out weekly

The reason you are paying them so often is so they stay motivated. If they see the quick payoff, they will understand the connection between a good job and the payoff so they will keep up the good work.

And, be sure your staff knows you appreciate them. Thank them often. Hold regular staff meetings. Discuss what’s going on and what’s new. Get your staff’s input on what’s working and what needs to change so they feel they are part of the team. They will be more receptive to helping you reach your goals when the feel respected and valued by you.

Strategy #2: VIP (Very Important Patient) Promotion

We all know your best patient is the referred patient. They are not as price conscious and are already pre-sold on you. You do not want to take these referrals lightly. Every practice has their group of cheerleaders and you do too.

Go through your database and pick out any patient who referred someone to you in the past year. Now, send them a personal letter telling them how much you appreciate them and how much you would like more patients just like them. Handwrite your signature and add a personal note such as, “Thanks for all your support Patty”. Include (2) VIP cards. One for them that gives them $50 Off their next visit when they refer a friend and the other goes to the friend with the same offer. You can even give them multiple cards for multiple referrals since the value of the referral is far greater than $50.

While you’re at it, be sure to include “Bring a Friend” on your invitations, “send this to a friend” on your website, announce on your on-hold messaging and mention in your newsletter. Spread the word to your patients so they will spread the word to their friends, family and colleagues.

Strategy #3: Email Marketing Campaign

Email marketing is, by far, the cheapest and fastest way to communicate with your patients today. Thanks to advanced technology and streamlined processes, you can literally send out a message and within minutes, get your telephone ringing with eager patients.

Email marketing is not a “nice” thing to offer your patients. It’s becoming mandatory if you want your patients to remember you when they are ready for aesthetic enhancement. In today’s competitive environment, it’s vital to keep in touch with patients on a regular basis. This will help ensure their loyalty to you and keep them coming back throughout the year. You also want to “market through education” since a true aesthetic patient wants to know what’s new in the world of cosmetic enhancement.

Be sure you are asking your patients for their email address so they can receive your very exclusive web offers and event announcements. And, your email messages must be brief, eye-catching and include very special promotions so they continue to want to receive communications from you.

Strategy #4: Promotions at the Right Time of Year

There are certain times of the year that are more emotional than others for the aesthetic patient and you want to capitalize on that. Since aesthetic medicine is based on emotion and perceived need, develop a marketing plan around holidays. You will get a much better response when you promote your services around these themes:

New Year – New You

Valentine’s Day – Love Your Looks

Spring is Coming – Rejuvenate

Mother’s Day – Do Something Special Just for You

Summer is Coming – Are You Ready?

Holidays – Sparkle This Season

Either through your in-house signage, your newsletter, postcard, special invitation or email marketing campaign, educate your patients on how you can help them during these special times of the year. And, you can have a special “themed” offer for a very limited time so they understand why you are offering a special discount (as opposed to always having offers any day of the year).

Strategy #5: Birthday Cards

There is something about a looming birthday that will send the aesthetic patient into a tales spin. And, that makes sense. The aesthetic patient who cares about their looks will really care when their birthday is approaching.

To take advantage of this special time in the year for them, send them a fun birthday card that says, “Come Celebrate with Us” and offer $50 Off any rejuvenation procedure listed. This is important – handwrite your signature and the address on the outside envelope. Use a stamp on a plain white envelope with no return address. You want this to look like very personal mail so it is well received and opened.

And, be sure to send the upcoming birthday month on the 15th of the previous month and have it expire two weeks after their birthday to add a sense of urgency so they pick up the telephone the minute they receive it.


My above strategies are geared to setting up a winning team and bonding with your patients so they think of only you when they think of aesthetic enhancement. I promise you success if you implement these proven strategies.

Of course, call us if you need help and Good luck!

Dedicated to your success –

Catherine Maley, MBA
Author, “Your Aesthetic Practice”
(877) 339-8833

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