How to Grow an Aesthetic Practice, Part 2
How to Grow an Aesthetic Practice, Part 2:
Patient Acquisition on Autopilot
In part one of this series on practice growth we talked about the most underrated growth strategy in aesthetics: patient retention. But even the most loyal patients were once brand new. That’s why patient acquisition is the second essential pillar of a thriving practice.
Experienced providers and marketers know that there are dozens of ways to attract new patients. From social media to SEO, and paid ads to partnerships, the options go on and on. With so many channels to choose from, aesthetic providers sometimes struggle with where to focus.
One option for providers in that predicament is to narrow the promotional mix down to a couple of tactics. One short term for immediate benefits and one long-term for benefit down the road. Once selected, the provider can implement numerous tactics to automate both.
By doing this, providers are establishing a marketing system that makes patient acquisition more easily, predictably, and efficiently. That’s what we mean by patient acquisition on autopilot
In this article, we’ll show you how to set that system in motion using two proven areas of promotion:
- Social media
- Search engine optimization (SEO).
As a bonus, we’ll wrap it up with one major secret weapon: your team.
Automate Your Social Media Presence
Social media is one of the most powerful tools in any provider’s marketing toolbox, but it requires you to be consistent. That’s where automation comes in. Incidentally, it also removes some of the stress.
- Batch your content: Set aside some time every couple of weeks to create all your posts.
- Use scheduling tools: Platforms like Later, Buffer, or Canva’s content planner allow you to schedule a month of posts in advance.
- Focus on formats that convert:
- Before & After photos (always with permission, consult your legal counsel if in doubt)
- Treatment videos and Behind The Scenes (BTS) videos
- Patient’s true stories
- Team spotlights
- Include a clear call to action: Always let viewers know what their next step is; book a consultation, claim an offer, visit your website. Spell it out.
Consistency builds credibility. When prospective patients see you show up regularly online, they’re more likely to trust you and choose you as their provider.
Let SEO Work While You Sleep
While social media plays the short game, Search Engine Optimization (SEO) is your long game. It’s one of the most efficient ways to attract new patients without paying for every click.
One of the factors that search engines value the most is fresh content. You can take advantage of this and make the search engines (aka, Google and Bing) happy by doing the following:
- Add fresh blog content monthly
Keep track of the questions that patients ask. They make excellent blog articles. - Use patient-friendly language
Write like you speak. No jargon. Clear headlines. Simple answers. - Include strong internal links and calls to action
Each page should guide the visitor toward their next step; booking their consultation, calling your team, or in some way just learning more
By the way, if your website isn’t optimized for treatments + location such as “RF microneedling in Chicago” or “best skin tightening near Austin”, consider updating as soon as possible.
With time, SEO can work like a silent employee, triggering calls from patients every day of the year.
Make Patient Acquisition a Team Effort
Even the best marketing won’t work if your team isn’t aligned with the mission. All of your team members should view ever phone call, text inquiry, or website conversion as a golden opportunity. You team should be able to:
- Answer questions with warmth and confidence
- Know your top treatments and who they’re for
- Offer to book consultations on the spot
- Understand the current promos or patient pathways
- Follow up with leads quickly and professionally
When everyone takes a patient acquisition mindset you create a culture that embraces new patients and increases their number.
Final Thoughts
Growth doesn’t happen by accident. It’s the result of systems, strategy, and a team working together.
With Part 1 (Retention) and Part 2 (Acquisition), you now have both halves of the aesthetic practice growth equation. Start automating what you can, show up where it counts, and empower your team to help you grow every single day.
Most of all, choose the right partners for your journey. On that note, learn more about EndyMed technology and support by clicking below:
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.
