The Decision-Making Process of the Aesthetic Patient

Introduction

Imagine being an aesthetic patient today trying to swim through the sea of information and options available for cosmetic enhancement.  It is often daunting to sort out fact from fiction, hype from reality and marketing from credibility.

When you understand how difficult this process can be for the aesthetic patient, you can more easily establish rapport with them and help guide them to make the best and safest decision.

What Is The Patient Buying?

What are your patients really buying?  Prospective aesthetic patients want to change something about their appearance and they hope fixing, repairing or enhancing a certain aspect of themselves will make them feel better. They feel vulnerable and are looking for help. 

Psychologically, they are buying hope, happiness and self esteem.  They are also buying peace of mind. Patients want to avoid making a bad choice.  They are considering risks and how to minimize them.  Because they do not want to regret their decision, they are looking for reassurance.  It is important to them that they are in the right place for the right procedure and they must be happy with the result.

Keep in mind that if a prospective patient is too afraid or too confused, they will decide to do nothing. 

Aesthetic Patients are Consumers

Since this target market is using their own disposable income to look and feel their best, they are consumers and have the power and freedom to choose their aesthetic practitioner at whim. Ultimately, aesthetic patients are doing a cost-benefit analysis to determine if what you offer is worth their time, money and effort.

Consumer behavior is a complex subject since it involves emotions, personalities and life experiences.  All consumers visiting your practice, including aesthetic patients, fall into these four groups:

Tire Kickers

This group doesn’t know what they want.  They seem to have a lot of time on their hands because they will attend your events, eat your food, take your samples and never, ever buy. They may even book a consultation, go through the motions but never book a procedure.  Do not exert energy on this group since it’s a waste of time.

Deal Makers/Price Shoppers

This group is looking for the best deal in town above all else.  They have a tendency to regard cosmetic enhancement as a commodity and will spend much of their consultation negotiating with you and your staff.  To them, it’s an art form to get you to lower your prices or throw in freebies.  Beware of them. 

Brand Loyalists

This is your favorite group.  They love you and would not go to anyone else - even if they were half your price!  They are your cheerleaders, your advocates and your loyal followers.  Treat them well and they are yours for life.  Most of your efforts should be concentrated on this group and growing it to include their loyal friends, family and colleagues.

Luxury Innovators/Quality Shoppers

While this group wants only the best and will pay for it, they can be difficult.  They have a tendency to flaunt their money and expect better treatment then your other patients get. While you should treat all of your patients with respect and special care, spending a little extra time and effort on this group can pay off since like-minded people know like-minded people and this can be a profitable group to appease.

Decision-Making Process

Decisions about aesthetic enhancement are mainly based on emotions. Aesthetic patients act on prejudices and habits much more than knowledge.  They reach decisions quickly and then justify those decisions with logic.  And, while it takes a patient a split second to make a decision; getting ready to make that decision can take months or even years.

The answer to bonding with your prospective patients, giving them what they want and closing more procedures is effective communication.  And, it is most helpful to communicate with each patient the way they can best understand.  Patients use their senses to take in information and digest it accordingly and, typically, one sense dominates over the others.  Keep these in mind when consulting with your patients:

Looks Right Patients

These patients make decisions based on what they see and then they visualize how it will look for them so show them lots of before/after photos and/or computer imaging.  Paint them a mental picture with words.  Draw out what you envision.  They trust what they see.

example of words or phrases that this group uses…?

Sounds Right Patients

These people make decisions based on what they hear.  When they hear words that make sense to them, they respond well so tell them about the procedure with confidence and sincerity.  Have your staff and other patients tell them about their own experiences.

example of words or phrases that this group uses…?

Feels Right Patients

These people make decisions based on what they can physically feel so hand them a mirror, give them product samples and let them try on breast implants.  Pat them on the shoulder to show you care.

example of words or phrases that this group uses…?

Makes Sense Patients

These people need reasons for what they do.  Answer the “why” for them.  Give them facts, data and reasons so they can justify their decision in their own minds.  They respond well to logic.

example of words or phrases that this group uses…?

Steps to Closing More Procedures

Understanding the thought-process of what your patients go through when deciding on cosmetic enhancement and you will help you develop an individualized approach for each patient. Following these steps below will help you close more procedures:

Step 1:  Build Rapport

This is the most important step.  Person first – Patient second!  Get to know your patient.  Look them in the eye, smile, shake their hand and listen.  Establishing rapport with your patient at the beginning will allow you to proceed further with them and gain their trust.

Step 2:  Uncover the Problem

Understand the patient’s current situation by asking open-ended questions such as “How can I help you today?” or “What brings you here today?”

Step 3:  Attach Emotion to the Problem and Solution

Once you have identified the problem, get them emotionally involved. Ask them how solving this problem will improve their life.  Be sure they “feel” the pay-off.   

Step 4:  Know Where You Stand

Ask questions to determine where the patient is in their process, their time frame and if they are shopping around. The answers will help you determine how much time and effort to put into the consultation.

Step 5:  Demonstrate Capabilities

Your patient’s perception of you is your reality. Because it is you who determines how they see, believe and react to your work, confidently explain to your patients what you can do for them.  Sincerely reassure them they are in the right place and they will be satisfied with their result.

“Show and tell” how you can help them using photos, testimonials, videos of procedure, computer imaging, your PR efforts, articles you’ve written, talks you’ve given and anything else that will help explain why you are the best choice for them.

Step 6:  Make it Easy to Buy

Accept every kind of credit card.    Have patient financing options available and get them pre-approved while they are in the office.

Step 7:  Closing

If you have created a safe, comfortable, competent experience, the patient should be ready to book.  Assume the sale by asking for their business.  Direct them to the next step which is to book the procedure.

Conclusion

Understanding the decision-making process of an aesthetic patient and then addressing each patient individually will improve your closing ratio.  Learning to build rapport, communicate effectively, and establish trust with your patients by using the senses, will bond them to you.  That means they will consistently choose you over all the others.