How to Grow an Aesthetic Practice, Part 1
Whether you’re just starting out or looking to take your practice to the next level, the question is the same: How do you grow an aesthetic practice?
Many providers focus solely on patient acquisition. While it’s true that you need new patients, it’s only one half of the growth foundation. The other half often gets lost even though it’s just as important. It’s all about your existing patients and welcoming them back time after time.
In Part 1 of this series, we’ll focus on patient retention, the most underrated and cost-effective growth strategy available to all existing providers. (We’ll dive deeper into patient attraction in part 2, so check back soon.)
Patient Retention
Acquiring a new aesthetic patient is estimated to cost 5–10x more than retaining an existing patient. It’s easy to lose sight of this fact, especially when patient acquisition is going well.
Here’s how to shift your focus and boost retention:
1. Deliver an Exceptional
Results matter. But the journey to great results is just as important. An exceptional experience begins with the first engagement. Ask yourself:
- Did the patient feel valued from the first call?
- Did the consultation inspire confidence?
- When the patient arrived for treatment, did the experience get even better?
- Was follow up done on time and in a personal manner?
2. Implement a Treatment Plan Mentality
Patients may come in for RF microneedling, but they stay when they understand what’s next on their journey.
Treat no appointment like a one-off. Instead, guide the patient through a personalized treatment plan that provides massive value. Two tips:
- Introduce complementary services (e.g., pairing RFMN with skin tightening)
- Book their next appointment before they leave
Never forget that patient retention is built into aesthetic treatment because nearly every procedure requires a touchup session. Treat that like an opportunity to build your life-long relationship.
3. Stay Present Between Visits
Don’t disappear once the appointment ends. Stay in touch via:
- Your email newsletter, which is full of skincare tips and other valuable information
- Your social media presence, again packed with value such as educational content
- Personal communications such as appointment reminders
- A birthday card delivered by snail mail (nobody does that)
- A small quantity of special offers reserved for existing patients only
- Special events reserved for existing patients only
All of these tactics work to build a long-term relationship. These are the patients who will never leave you. Not only that, they tell everyone they know about you.
4. Ask for Feedback (Then Act On It)
If you have a few loyal patients, you have a built-in focus group. Ask them:
- What made them choose your practice?
- What would make their experience even better?
- What keeps them coming back?
Use this insight to refine components and improve your overall experience.
5. Reward Loyalty the Right Way
Instead of endless discounts, reward behavior that builds your business:
- Referral bonuses
- Exclusive VIP events for loyal patients
- Early access to new services or technologies with special pricing
- SWAG – a baseball hat, tote bag, and other branded items often means more to patients than discounted treatment.
Make patients feel valued, not just sold to, and they’ll be more likely to stick around.
Conclusion
Growing an aesthetic practice doesn’t happen overnight, but it absolutely can happen when you focus on the right things. By prioritizing patient retention, you’re creating lasting relationships and building your reputation.
Remember that every successful practice started with just a few loyal patients. Nurture them well, and growth will follow. You’ve got this. And your EndyMed partners are here to support every step of the way.
Ready to learn more about the partnering with EndyMed? Click below to speak with your local EndyMed representative today.
ABOUT THE AUTHOR:
Lake Lopez is an aesthetic industry veteran and EndyMed’s National Marketing Director. He remains passionate about providers and helping them implement and grow aesthetic revenue streams.
