Did the year run out faster than you expected and now you’re behind in the numbers you forecasted? Perhaps you had a slow summer and Fall didn’t pick up like it usually does, or pick up enough to get you back on track. Maybe your key revenue-generating staff member left and took some of your patients with them!
At this point it doesn’t really matter how you got behind, what matters is what you’re going to do about it now.
You’ve probably tried running promotions to attract new patients to your practice fast. However, because there is so much noise out there, it is a big deal, and takes strategy and planning to get a cosmetic patient’s attention.
I have tested many year-end strategies throughout my 19 years and here’s what has proven to get results:
“Avoid the lines” campaign
This is a cute play on words and meaning, but rather than avoiding the long shopping lines, we are talking about lines on the face. Block certain days and hours during the holiday season where your holiday-shopping patients can drop in for a quick neurotoxin treatment. Or, make it easy and let them text you to get into your schedule.
Stocking stuffer campaign
It can be difficult to shop for others so make it easy for patients to purchase gift certificates and services as stocking stuffers for their friends and family. Put together skincare packages for different age groups and genders. Include different price points for skincare products + microneedling or neurotoxin or lip filler. Offer the person purchasing these stocking stuffers a $50 holiday gift card towards their own treatment so it is a win-win for them, their friend/family and you.
Holiday “gifts with surgery” campaign
Call each prospective patient who came in this year but didn’t book surgery. Offer them a holiday “Gifts with Surgery” goody bag when they book and pay before the end of the year. The goody bag includes gift cards to experience nonsurgical treatments that would complement their surgery and/or help with recovery.
Spread the word
Now you need to make sure as many consumers see these holiday themed messages as possible and contact you. Start internally marketing via email, in-house signage, phone calls to your current patients, telling your alliances and adding an on-hold message.
Now go external by posting regularly on your social media channels, shooting and posting short videos wearing holiday attire, while explaining your themed promotions. Buy ads on social media to increase your reach and don’t forget to add to your website.
In a nutshell, use compelling promotions to get a response. Include the right elements, such as a great theme and a call to action. And make sure you include a tight expiration date that ends on December 31. Happy Holidays!
About the author
Catherine Maley, MBA
Ms. Maley has been an author, speaker, consultant and trainer for the cosmetic industry since 2000. Her mission is to help cosmetic practices attract and convert more cosmetic patients via creative marketing strategies and training staff to be conversion rock stars. Get more free resources at www.CatherineMaley.com.
