MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/535392
14 JULY/AUGUST 2015 | Med Esthetics BUSINESS CONSULT | If you ask a successful cosmetic physician to share his or her top marketing avenue, the answer more often than not will be "Word of mouth." Referrals from satisfi ed patients are one of the most powerful engines that drive practice growth. Every time you provide a patient with a positive experience and beautiful results, you increase the opportunity for new patient referrals. But are you seizing that opportunity and turning it into multiple new bookings? Following are several strategies practices and medspas can utilize to encourage satisfi ed patients to spread the word about their services. ENCOURAGE PATIENTS TO SHARE If you currently host open house events and provide marketing materials to promote your treatment offerings, you already have two powerful tools at your disposal to help drive patient referrals. Next time you organize an event, whether it's an open house or educational seminar, make sure your patients know that they are welcome—and encouraged—to invite friends and family members as well. Better yet, offer an incentive, such as a procedure discount or free product sample, to attendees who bring guests. Distributing your menu to satisfi ed patients at the end of a service may also motivate referrals. Encourage staff members to place a newsletter and/or practice brochure in retail bags. If the patient is not purchasing product, simply hand these materials to them and say, "If you are interested in learning more about other procedures or sharing this information with friends, please take our practice newslet- ter and practice brochure." If you send out an e-newsletter, be sure to include a "Forward to a Friend" option to encourage patients to share new offerings and special promotions. Even printed mailings can include a call to action that asks recipients to share their positive experiences with friends. Social media and blogging allow you to create content that can be viewed—and shared—24/7. Educational and promotional content both work well for stimulating By C her yl W h it ma n Word-of-Mouth Marketing There are several steps practices can take to encourage patient referrals. © GETTY IMAGES