Marketing Aesthetics: Why Success Is About the Right Patients, Not All the Patients
We write about marketing aesthetics often. It’s because it’s one of our passions. We want our growing network of providers to utilize our technology to deliver results that exceed patients’ expectations. We recognize that accomplishing that goal means attracting the patient first; and that requires marketing.
It’s why we created the EndyMed Marketing Community and send our aesthetic providers free marketing tools month after month.
When you’re marketing your aesthetic services effectively, you’re seeing new patients walk through your doors. You’re ensuring that more and more people in your community are aware of your services. You’re growing. Marketing is really the difference between surviving and thriving.
Marketing anything, but especially aesthetics, can feel overwhelming. Most providers have questions: What’s really working? What should I say on social media? Should I buy ads or go totally organic? How do I get reviews? How can I increase my word-of-mouth referrals? These are all essential questions, and all providers should consider their answers.
But there’s something crucially important to remember when making marketing decisions: success in aesthetics doesn’t mean you need all of the patients. It means you need the right patients.
Your promotional mix must earn:
- Patients who trust you
- Patients who come back time after time
- Patients who advocate for you by telling others how awesome you are.
That tiny shift in perspective changes everything about marketing and leads us to the most important marketing touchpoint.
The Consultation Room: Your Most Important Marketing
When people think about marketing aesthetics, they often picture websites, social media, paid ads on Google, Instagram posts and Facebook messages. All of those things matter. But in many ways, your most important marketing happens in your consultation room. The conversation you have with your brand new patients determines whether they choose you for a one-time treatment or choose you as their partner for a lifetime of care.
In this sense, the initial consultation is the most important touchpoint in your patient’s journey. So, you must remember a few things about the person sitting in front of you.
They want to know they’re not just a number in your appointment book. They want you to see them as a vulnerable person embarking on a deeply personal and often emotional journey.
When you recognize that the consultation is marketing in its purest form, you begin to see the power of your every word, every answer, and every moment of listening.
What You’re Really Selling
Sure, you’re selling treatments, skin tightening, radiofrequency microneedling, facial resurfacing, body contouring. But is that all your patients truly want? Not at all.
- They want you.
- They want your expertise to guide them.
- They want your reassurance when they’re uncertain.
- They want your commitment to their safety.
- They want your commitment to their results.
- They want to know they can trust you with something as personal as their appearance because every bit of their confidence is at stake when they do.
The Lifelong Partnership
Think about it: when a patient chooses you, they’re not just choosing a treatment. They’re choosing a partner in their lifelong journey of self-care and confidence building aesthetic services. That’s a responsibility, but it’s also an honor.
When you market aesthetics in ads, in emails, at your events, etc. you must remember that the most important marketing happens when you sit down, face-to-face, with your new patient because they’re asking, “Am I in the right place? Is this the right provider for me?”
Your answer isn’t just in words. It’s in your empathy, your authenticity, and the trust you build from the very first moment.
That’s why success in aesthetics isn’t measured by how many patients walk through your door but by how many of the right patients stay.
Learn more about EndyMed and the EndyMed Marketing Community* 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.
*EndyMed Marketing Community not available in all areas. Some limitations apply. Work with your EndyMed representative to learn more.
