Whenever a patient or client chooses your aesthetics clinic, they are trusting you and the journey that you are about to take them on. You must remember that your patient’s journey is exactly that – their journey, not yours, ours or anyone else’s. From this point on you have to put yourself in their shoes and start thinking about everything that they might want from their treatment.
Although every patient journey will differ, there are some core practices that you should apply to all of your treatments. For example, establishing a sense of trust between you and the patient is arguably one of the most important things to do, for not only will this make the patient feel more at ease whenever they are communicating with you, but it will also mean that they will be more likely to open up about the issues that matter most to them.
Did you know that most patients choose to leave their aesthetics practice because they either don’t feel valued or are frequently kept waiting? This decision often has nothing to do with the quality of care that you provide, more so how you communicate and interact with the individuals in your care.
Read on to learn what we think is the key to the perfect patient journey, and discover some tips that will help you turn the most sceptical patient into a patient for life.
The Perfect Patient Journey
Let’s face it, every patient journey is going to differ depending on the requested treatment or the aesthetic concern in question. However, we think MOST patient journeys should follow this template.
- Consultation: In our opinion, this is the most important part of any treatment journey. From a patient’s perspective, it is the first impression they will get of you as a clinic in a professional setting, and we all know the importance of a good first impression. You need to use this time to establish trust with the patient – discuss their medical history with them and ask about any goals or expectations that they have for their specific treatment.
It is also important that as a consultant you are comfortable answering any questions that your patient may have, for this reinforces your position as an expert and helps to establish trust and respect. This step must be as a good consultation can lay the foundations for a great patient journey. Remember: No consultation = no treatment!
- Treatment: Treatment day can be a heart-wrenching experience for some patients, especially if they haven’t had anything similar done before. Make sure you treat your patient with a warm welcome and big smile and make them feel as at home as possible. Before treatment begins, give the patient one last opportunity to ask any questions and ensure they are comfortable. Once treatment has concluded, let them relax and talk them through anything they can expect to experience in the days following their treatment, assuring them that all went well – providing it did, of course!
- Feedback: A day or two after treatment has finished, you should send your patient an email requesting their feedback. This is an invaluable way for you to learn from any mistakes you might have made and also to discover what the patient enjoyed or didn’t enjoy about their treatment journey. Testimonials are also one of the most valuable ways of establishing trust with new patients, for they are much more likely to trust a peer’s advice (in regards to choosing a practice) than that of their clinicians! Before and afters are a great way to showcase your work too!
- Aftercare: Treatment should continue long after your patients leave you, and these people should feel confident and comfortable about contacting you should they need any post-treatment advice. It is also important that you provide an in-depth aftercare plan, as well as schedule follow-up treatments if required. All in all, stay in touch with and check up on your patients regularly – you’d be amazed at how far a bit of VIP treatment can go!
Make A Patient For Life
Creating trust with your patients moves far beyond providing top-quality aesthetic care, though that definitely helps! You need to establish an effective form of communication with them, and this doesn’t mean just bombarding them with promotions and offers – instead, focus on personal points that make them feel valued as individuals.
A great way to do this is to segment your database into different categories or tags – therefore you can target groups of people who have received the same treatment, or who have been treated at similar times, and send bespoke follow-up emails that have come from a more personable and caring place.
Creating ethical loyalty schemes that reward people fairly and transparently is a tried-and-tested method of getting return customers. For those who are especially loyal, you could even put together a VIP scheme, inviting them into a private Facebook group and sharing live videos, hosting Q&As or even offering priority appointments.
Establishing yourself as a voice of authority is also a great way to create a good relationship between you and your patients, for if they trust your expertise, it is likely that they will want your opinion or advice on any future aesthetic work that they may wish to have done.
Here at Truly Content, we take pride in the work we do and the way we help people shine online. Although we are confident that we can help any business or brand, regardless of its size, our expertise definitely lies within aesthetics marketing. Companies in the aesthetics industry often struggle to grow their brands, something which is less than ideal considering the amount of competition on the high street!
If you’re not sure how to take the next steps in growing your aesthetics business, then our aesthetics marketing services are most definitely for you! We will help you create some killer content, identify target demographics and start to grow and promote your brand. To find out more, email us at firstname.lastname@example.org or contact us on 01926 814 547.