If you are running any type of elective medical practice, we have news for you. You are also running a modern retail business. This means your success depends on attracting, converting, and retaining more patients and customers profitably. In order to accomplish this, your practice needs to have a focus around sales, because without sales, how will you make money?
When it comes to marketing for medical spas, some practices tend to shy away from the word “sales” and the connotations that follow. However, cash-based treatments and procedures, whether it’s BOTOX® or a tummy tuck, need to be sold in order for your practice to collect a profit. This is the reality with marketing for med spas. If you as a practice owner are not creating a world-class sales culture within your business and staff, how will you see ROI in the services you offer and marketing your med spa?
If you own a med spa or aesthetic practice, guess what? You are an entrepreneur — and as a business owner, it is time to understand and accept that elective medicine is a retail culture. But why? Because if something is elective, it means that consumers have a choice. They can choose to go to your for their injectables or spend their money on something completely unrelated. This is why sales and marketing for med spas is so vital to your success as an entrepreneur and business owner. Crystal Clear attends around 80 medical trade shows per year, and you would not believe how many medical professionals tell us they do not put any emphasis on sales in their medical spa marketing strategy.
Why Marketing for Med Spas is Crucial in Today’s Competitive Marketplace
In the United States alone, there are thousands of aesthetic practices. This means competition is fierce in a highly saturated market. So what will set you apart from all the other practices that do exactly what you do? How can you implement marketing for medical spas the right way?
One of the biggest hurdles aesthetic practices need to overcome is this: When a potential patient is considering getting a cash-based treatment done, they have three choices:
- They can do that treatment with you (Congratulations!)
- They can do the treatment with another provider
- They do not have to do it at all!
As it relates to the success of your med spa marketing strategy, now the million-dollar question becomes, “How do you get somebody to do it with you?” Whether you like this or not, the answer is simple. You have to — yes, you guessed it — SELL them! But how do you sell them? You need to portray the value of the treatment or procedure. So, what problem or concern does the treatment solve? What are the benefits? Are they a good candidate? What makes you unique as a provider? Ultimately, why should they choose YOU?!
A lot goes into creating a bulletproof med spa marketing strategy and a sales culture, but only you have the ability to get it started. It is up to you as a leader and manager to create an environment where everybody in the practice knows what to do and how to do it. And can they do it in a way that moves a potential patient into a paying patient?
Creating a Winning Sales Culture Alongside Your Medical Spa Marketing Strategy
Hire the Right People.
In order to succeed in sales, you need to have the right people on your team — sales people. You can’t rely on hiring someone just because they are cheap or perhaps a family friend. You need to INVEST in your people if you are running a business. This includes the right person and the right training. Your front desk receptionist is not a voice to simply answer the phones — they are your salesperson!
Believe it or not, this is where your medical spa marketing strategy will start to break down — because now the responsibility is falling out of the hands of your people, and it is falling into the hands of your front desk — the people answering the phones!
Think about this: The first personal interaction a potential patient will have with your practice is your front desk. So, what are they saying? How are they saying it? Are they selling value vs. price? These are the things that determine whether or not your practice will close the sale. So, ask yourself when you are interviewing potential candidates, “Would you buy from them?” If the answer is no, then why would you hire them?
Implement a Process.
Now that you have hired a great employee who is excited to be a part of your team, you need to put the right internal processes in place. This is how your people will increase patient conversion in your medical spa marketing strategy. The best way to accomplish this is to implement a streamlined sales process. When creating your process, consider these things:
- Selling value vs. price
- What is your practice’s brand and unique selling proposition?
- A positive attitude goes a long way!
Once you’ve mapped out what your sales process will look like, the next step is training. You need to train your people on what to say and how to say it. After all, what do you think will happen if you don’t tell them what to say? They are just going to say whatever they want! This is why training together is essential as it relates to marketing for med spas and aesthetic practices.
Get Excited About Sales!
One of the questions practitioners often ask Crystal Clear Digital Marketing about implementing sales and marketing for med spas involves how to get and keep people excited about the sales process. One thing you should consider is creating sales goals. Create a goal and make that goal known throughout the practice. Then, incentivize your staff! You will be shocked to see how well people respond to trying to accomplish a goal if there are also incentives. Reward your people when the goal is met. Do fun things and get creative! Little things like this will go a long way in your med spa marketing strategy. Additionally, you must remember — this is retail medicine. And if you are not doing this, rest assured somebody else is.
The rock stars at Crystal Clear Digital Marketing are experts in marketing for med spas. Please contact us today to learn more. We look forward to speaking with you and helping you find, serve, and keep more patients profitably!