How to Grow an Aesthetic Practice, Part 3
How to Grow an Aesthetic Practice, Part 3: Patient Touch Points
In Part I, we explored the power of patient retention. In Part 2 we covered how to automate patient acquisition. Now, in Part 3 of our series on how to grow an aesthetic practice, we’ll discuss the often-missed strategy that ties everything together: patient touch points.
Touch points are every interaction a patient has with your brand before, during, and after treatment. They shape how patients feel about your practice and how confident they are in your care. Most of all, they influence whether they’ll come back to see you again or refer a friend.
If you’re serious about practice growth, this is where the real magic happens.
Step 1: Know Your Patient’s Journey
To optimize your touch points, you first need to understand where they are. Think about your patient’s journey as a series of moments – or touches – from the first website click to long-term loyalty.
Common patient touch points include:
- Your Website: Their first digital impression
- Initial Inquiry: Phone, email, or DMs
- Consultation: Where trust begins
- Treatment Day: The moment of truth
- Post-Treatment Follow-Up: Reinforces care
- Ongoing Relationship: Where loyalty builds
Each of these moments is a chance to either impress or underdeliver. Make sure it’s the former.
Step 2: Optimize Each Stage
Here’s how to improve the key touch points along the patient journey:
Website: Your Digital Front Door
- Make it mobile-friendly and fast
- Clearly explain your top treatments
- Add real Before & After Photos*
- Include easy-to-use booking tools
- Offer an FAQ or free resource to build trust
Initial Inquiry: Phone, Email, DM
- Train your team to respond warmly and quickly
- Have scripts or FAQs handy for common questions
- Offer to book a consultation during the first exchange
Consultation: Where Confidence Begins
- Listen first, educate second
- Use visuals and diagrams; plus consider using digital skin analysis tools
- Review a customized treatment plan, not just a price list
- Always give them something to take home—a brochure, card, or follow-up email
Treatment Day: Deliver the Experience
- Be on time and prepared
- Talk through what you’re doing in patient-friendly terms
- Make your treatment space clean, calming, and branded
- Little things matter—blankets, music, water, lip balm
Post-Treatment Follow-Up
- Send care instructions in multiple formats (print and email)
- Call or text 1–2 days later to check in
- Invite them to share their results (and tag you!)
- Book the next step in their treatment plan
Ongoing Relationship
- Send personalized emails with seasonal tips
- Invite them to exclusive patient events
- Celebrate birthdays or anniversaries
- Offer early access to new services or technology
When you optimize each of these touch points, you create a seamless, high-trust experience that patients remember and recommend.
Step 3: Create a Branded Experience
It’s not just what you do, it’s how you do it.
Think of your touch points as opportunities to reinforce your brand. Ask yourself:
- Is the tone of our emails and texts consistent?
- Do we have a recognizable aesthetic in our visuals and decor?
- Do patients hear the same welcoming language from everyone on our team?
- What makes us feel different than other practices?
You don’t need to sound like an expensive luxury spa (unless that’s your brand). You just need to be clear, consistent, and intentional.
Create signature moments. A warm towel before radiofrequency microneedling. A handwritten note after a first treatment. A “Welcome to the Glow Club” text.
Those touches aren’t fluff—they’re part of your promotional mix, marketing, and growth strategies.
Final Thoughts: Growth is Often in the Details
If you’re wondering how to grow an aesthetic practice in a way that’s sustainable, memorable, and worthy of referrals, patient touch points are the answer.
Every single interaction is a chance to reinforce trust, deliver value, and deepen loyalty.
So, map the journey. Optimize the experience. And never forget that it’s about delivering great moments as much as its about delivering great moments.
As always, your EndyMed team is here to support you every step of the way. Click below to learn more from your local EndyMed expert.
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.
*Follow all laws regarding patient privacy before sharing a patient’s Before and After (B&A) photographs. Consult with your legal counsel if unsure.
