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
medestheticsmagazine.com | JULY/AUGUST 2015 17 BUSINESS CONSULT referrals through social media. In addition to posting specials on all of your social media pages—where they can be easily shared with your followers and their friends— include a link back to your website where followers can learn more about the procedure. Promotional content works well when accompanied by a pleasing image or video. For Facebook, consider posting testimonials and an inspirational quote each week to prompt liking, sharing and loyalty. ASK FOR REFERRALS Though the idea of asking outright for a referral can be uncomfortable; there are several ways to do this in an unobtrusive manner. Consider posting a sign in your reception area that reads: "The highest compliment we can receive from our patients is the referral of their friends and family to our practice." Your reception area or front desk is also the ideal place to ask for online reviews. You can either post signage asking patients to share their experiences on sites, such as Yelp, or create cards that can be given to satisfi ed patients directing them to online review sites and asking them to share their experiences. Asking patients if they are happy with their results is not only good business practice, it's an opening to ask for referrals. After the procedure—or during the follow-up ap- pointment—ask, "Are you happy with your results?" or "Did we do a good job?" If the answer is yes, follow up by saying, "We've loved having you as a patient and would like to have more patients like you. We hope you'll consider telling your friends about us." ADDRESS ALL COMPLAINTS Satisfi ed patients are key to building strong word of mouth, but it's equally important to address the concerns of dissatisfi ed patients. In most cases, unhappy patients don't complain to you; instead they share their negative experience with friends, family members and acquain- tances. A patient who takes the time to share her dis- satisfaction provides a valuable opportunity to turn the situation around. Make sure that you and your staff are prepared to seri- ously and compassionately listen to complaints, whether in offi ce or through a follow-up phone call. Listen carefully to what the patient has to say and seek a solution to the problem that is acceptable to both of you. Oftentimes, these patients become your biggest fans and will share the experience with their friends and loved ones. In order to keep the good karma of a referral going, it's important to thank patients who recommend your services. Ask new patients how they heard about your practice. If it is through a friend or family member, send the patient who referred them a hand-written thank you note, letting them know how much you appreciate their trust and support of your practice. Positive word of mouth is integral to the growth of a cosmetic practice. By combining excellent patient care with some subtle encouragement, your patients will be- come your most valu- able marketing asset. Cheryl Whitman is the CEO of aesthet- ic business consulting fi rm Beautiful Forever and author of Beauti- fully Profi table/Forever Profi table. Contact her at cheryl@beautiful forever.com. Asking patients if they are happy with their results is not only good business practice, it's an opening to ask for referrals. © GETTY IMAGES Sending satisfi ed patients home with newsletters and a practice menu will encourage them to share the information with friends.