| Author, Your Aesthetic Practice/What Your Patients | | | | be highlighted. |
| are Saying | | | | |
| Look through your local newspaper and you will see | | | | How do I differentiate myself? |
| many, if not several, ads promising a more beautiful | | | | You differentiate yourself through your community, |
| body with liposuction, a more attractive face with | | | | technology, heritage, value, service or affinity (treating |
| Botox and wrinkle fillers, fuller breasts, less hair and it | | | | those who can afford the best (celebrities/athletes). |
| goes on and on. As if that’s not confusing enough, | | | | |
| some are from core specialties in private practice but | | | | You develop a unique personal brand that will make |
| some are from “rejuvenation centers” run by | | | | your patients choose you over your competition. You |
| vascular surgeons or medi-spas run by business | | | | always answer the question “Why You?” even |
| people who have a designated medical director who | | | | if they didn’t ask. You cater to your preferred |
| might be a family practice physician or it could even be | | | | target market’s most important needs. |
| a salon/spa who has a traveling physician show up | | | | Differentiating means defining who your perfect target |
| periodically to perform treatments and leave. | | | | market is and then catering to them and their interests |
| | | | | better than everyone else. It’s determining |
| As a consumer, how in the world do you choose who | | | | what’s most important to them and giving it to |
| is the right “health care professional” for you? | | | | them consistently. It’s also about reminding them |
| As a health care professional, how in the world do you | | | | why you versus the others since most of us are |
| grow your patient database given the highly | | | | tempted to go elsewhere when wooed away by |
| competitive nature of the industry? The answer is you | | | | price. It’s your reputation and delivering on a |
| differentiate yourself from your competition. | | | | promise. It’s not being “everything to |
| Differentiating yourself from the pack will help you to | | | | everybody”; but rather, “the absolute best to a |
| grow your practice, increase your revenues, maintain | | | | chosen group”. |
| your fair share of the market, attract better patient | | | | |
| and beat your competition. | | | | Your patients learn to trust your brand and expect the |
| | | | | same experience and result – every time. As long |
| Why do I have to differentiate? | | | | as they get that, they will be passionate about trusting |
| | | | | you to give it to them, they will tell their friends, and |
| I’ll tell you why. This is a very lucrative industry that | | | | they will be less apt to wander off to “check |
| attracts all types of professionals. You are no longer | | | | out” your competitors. |
| just competing against your colleagues that you | | | | |
| attended medical school with. You are now competing | | | | |
| with the core specialties, the non-core specialties as | | | | |
| well as corporations who see this as a major | | | | |
| revenue-growth industry. And, the pie got a lot bigger | | | | |
| thanks to the hit TV shows such as Extreme | | | | Specific Differentiators: |
| Makeover, the Swan and the Discovery Channel. They | | | | There are so many factors that can pull you away |
| took the stigma away from cosmetic enhancement so | | | | from the fray. Here are several to consider: |
| the public is much more at ease discussing and | | | | |
| participating in this once taboo subject. And, lastly, the | | | | Specialist in one procedure |
| Baby Boomers are aging. They not only want to look | | | | Advanced/uncommon technology |
| as young as they feel, they have the disposable | | | | Extensive experience |
| income to make that a reality. | | | | Exceptional facility |
| | | | | Superior results |
| Differentiation avoids price competition and creates an | | | | Caring personality |
| image in the consumers’ mind that, for example, | | | | WOW experience |
| lasers are better at your office than the competitors. | | | | Convenience or accessibility |
| | | | | Physician personally call patients night of treatment |
| All of this means that you better find your niche | | | | procedure |
| market and cater to them or your competitors will do it | | | | Waiting times are short |
| for you. | | | | You remember patient names and details like they |
| | | | | were family |
| Answer the Question - Why you? | | | | Your staff also treats them like family |
| | | | | You with especially careful with fearful patients and |
| This is an important question to ask you. Can you | | | | ensure a painlesstreatment or procedure |
| answer it confidently? If not, start here. Stop and | | | | You well known around your community |
| consider why you are the perfect choice for your | | | | You are from the town you practice in |
| patients? What are you doing that is unique that most | | | | Special credentials or professional memberships |
| of your competitors don’t offer? | | | | |
| | | | | So, communicate and leverage the services you |
| If you are struggling with this question, survey your | | | | provide that your competitors don’t. Services that |
| patients. They will tell you. Ask them directly, or through | | | | are meaningful to your preferred patients such as taxi |
| an anonymous communication, why they choose to | | | | service, longer hours, financing plans, and post-op |
| come to you and not the others. You can mail a | | | | services. Then you and your practice must understand |
| survey to them and have them return it anonymously | | | | and consistently sell those services as your personal |
| using a postage-paid envelope. You can even hand | | | | brand. Be sure those unique points are integrated into |
| them a survey when they are leaving their | | | | every aspect of the patient experience including your |
| appointment since their experience with you will be | | | | signage, patient welcome package, advertising, public |
| fresh. You’ll get the most candid response if they | | | | relations, on-hold messaging and new patient calls |
| know their comments are confidential. Here are some | | | | scripting. |
| questions to ask them? | | | | |
| o What do you like most about coming here?o What | | | | Summary |
| do you like least about coming here?o On a scale of 1 | | | | |
| to 5, 5 being the best, how would you rate the staff?o | | | | Since you cannot be everything to everybody, choose |
| On a scale of 1 to 5, 5 being the best, how would you | | | | your own preferred patient and then cater to their |
| rate me the physician?o What could we do better?o | | | | specific needs. You will be more likely to succeed, |
| Have you gone to anyone else for the same | | | | increase your revenues and enjoy the process so |
| treatments you get here? | | | | much more. |
| If so, how do we compare to them? | | | | |
| - Which procedures do you have done here? | | | | Authored by Catherine Maley, MBA |
| | | | | President and Strategic Marketing Strategist |
| Here’s the important step. Now that they have told | | | | Cosmetic Image Marketing |
| you, capitalize on that vital information. If they say you | | | | |
| are the best because you spend so much 1-on-1 time | | | | Her firm specializes in growing aesthetic practices |
| with them and really get to know them, be sure that is | | | | using advertising, PR and customized marketing |
| highlighted in the initial telephone call and in your | | | | strategies. |
| external marketing messages. Or, if they say you are | | | | |
| the gentlest Botox and wrinkle filler injector, note that in | | | | For more free tips, resources and strategies, visit |
| all of your communications. These are “hot | | | | Catherine online at or call her at (877)339-8833. |
| buttons” for many prospective patients and should | | | | |
