 |
 |
 |
 |
Purchasing Equipment with Your Aesthetic Patients in Mind
Plastic Surgery Products
Introduction
Purchasing new equipment for your office can be a daunting experience. The booming industry of aesthetic medicine now offers equipment to analyze, tighten, computerize, clear, rejuvenate, remove and enhance the face, body and skin. There are pre-op and post-op treatments to prepare and repair the skin and body. And, there is a dizzying array of equipment to make surgical and non-surgical procedures faster, safer, cheaper, painless and more effective.
To avoid buyer’s remorse, many variables need to be considered before making that decision. It’s important to first determine if this is what your patients want and/or need. Then you have to weigh through the vendor presentations to determine who the best company is for you and who will support you during the installation, training, promotion and maintenance of the technology. Then you need to figure out how you’re going to market it so it doesn’t sit in the corner of your office collecting dust as might have happened the last time you purchased equipment. And, of course, you need to ensure your staff is on board and committed to helping you promote it to your patients.
Ask Yourself Why?
Why are you considering this purchase? Before anything else, you should ask yourself:
The only reason to purchase new equipment for your practice is to increase your revenues or decrease your overhead costs. Perhaps it’s a closing tool to help you sell procedures. Or maybe it’s a time saver to replace old, slower equipment. Or, this latest equipment gives you a better result with less downtime. Whatever the reason, be sure it’s substantial enough to justify it.
If and when you do decide to bring in new equipment, the next question to ask yourself is,
“Am I willing to commit to its success?”
Too many practices are initially excited about a new equipment purchase. They have a surge of enthusiasm. They tell their patients about it and have the procedure done themselves so they have first-hand experience. They then passionately promote it to others. However, as time goes by, the enthusiasm wanes, they talk less about it and the equipment sits idle. It becomes a coat rack or that eye sore that reminds the physician they are losing money rather than gaining patients. They then blame it on the sales person who sold them a “bill of goods”. They vow never to be “duped” again and promise to do even more due-diligence the next time they consider such a purchase.
Before going through the angst of that emotional turmoil again, much buyer’s remorse can be avoided by considering several different aspects of the purchase.
What Your Aesthetic Patients Want
Today’s aesthetic patient is more demanding than ever. The Baby Boomers (and there are more than 76 million of them) are asking for and demanding a lot. They want a painless treatment or procedure with little or no downtime that is fast, effective and affordable. They also want proof of the severity of their problem, sun damage for example, and they want to be assured they will get the result they are expecting.
They also want what they saw on TV and read in the beauty magazines. The media drives so much of the demand for aesthetic medicine that it’s a force that must be appreciated. While you never want to “jump on the bandwagon” just because Oprah said it, you do want to use the media to your advantage. When the media creates the demand and drives your patient to your office to learn more, it’s important to be prepared with that solution or another one that you feel strongly about.
Consumer Awareness
Isn’t it great when the patients are asking for a procedure or the equipment by name and you have it in your office, ready to go? The equipment is paying for itself and a lot more. It’s bringing in patients you haven’t seen for awhile and increasing your referrals since your patients are telling other patients about it. While that does happen periodically, it’s not nearly often enough.
It’s certainly helpful if the equipment vendor has put millions of dollars into a national consumer awareness campaign. If your patients have already heard of it through TV shows or beauty magazines, they are already half way there. The media has already educated them on what the technology does, the risks and the benefits. By now, they are pre-sold on the technology so you don’t need to spend a great amount of time explaining the equipment and what it does. You can spend, instead, your time discussing how this equipment will specifically help your patients with their personal concerns.
Since your patients will bring in articles or ask you questions about what they heard in the media, be sure you and your staff are up-to-date on what’s in the news. You want to be well versed on the equipment, pros and cons, so you can direct your patients to the best choice for them.
Hit the Ground Running
It’s always best to promote new equipment to your current patients. You have already built a bond and relationship with them so their trust level with you is high. They will be more open to new possibilities and new opportunities for cosmetic enhancement that you present to them.
It’s also very helpful if you have the procedure or treatment done as well as your staff so all of you can tout the benefits you received first-hand to interested prospective patients.
Using Equipment as an Advertising Tool
New equipment in your office makes for a good excuse to advertise. People are always interested in what’s new. Because you are introducing something innovative to your practice, you stand out among the other advertisers because you are promoting your practice through education.
Your advertisement should include a strong headline using the words, “New”, “Introducing” or “As Seen In” so the readers notice it and respond. Since it’s all about the readers, tell them what the equipment is, what it does and the benefits they will receive. And, to ensure a good response from your ad, include a very special introductory offer for a limited time only. This way, your audience knows there is a reason you discounted the procedure and there is a sense of urgency for them to act now rather than wait. Or, invite them into your practice for an informative seminar to learn more.
Be sure your receptionist is recording the responses you get from your advertisements. Have her collect contact information from every single caller so you can keep in contact with them now and later about this equipment as well as other services you offer.
Using Equipment as a Sales Tool
It’s helps to be creative about the equipment you purchase. If you purchased a skin analysis machine or computer imaging system, use them as a differentiator from your competitors who don’t offer these value-added services. This will give more value to your consultation since you and your staff is spending more time with the patient and they are seeing visible damage and possible improvement they can expect. These added steps also help lead to a successful close. When the patient has invested a lot of time in your practice visiting with you and your staff and learning more about their skin concerns and the possible solutions, they are more compelled to go through with the procedure or treatment offered; otherwise, they just wasted their time (and yours).
If the equipment you purchased offers procedures or treatments to improve the skin, use it as a gift certificate for a silent auction at an event in your community. Your item will be bid on by the attendees (prospective patients) and current patients may be in attendance to sing your praises as well. Be sure you get the silent auction bidder sign-in sheet at the end of the event so you can contact these people to tell them they won or that they are entitled to a runner-up special offer.
Another creative idea is to offer a demonstration on your patients while they are in your office for something else. Tell them you just got this new equipment and are anxious for their feedback. Give them a sampling of what the equipment is for and what it can do. There’s no need to pressure them – just show them and they will decide for themselves if they want more. Planting that seed will help them decide to experience it for themselves and refer their friends.
Patient Education
In-House signage
Most likely, the equipment vendor will provide an extensive marketing kit to go along with your purchase. While many practices never get around to opening it, there are many free tools in there at your disposal. One overlooked item is usually the accompanying CD’s. They are filled with patient introductory letters, advertisements, press releases and answers to frequently-asked questions. Review these items and incorporate as many as you can into your practice. Use the counter displays, the patient brochures, the before/after photos and the posters to ensure every single patient who walks through your office knows you offer this solution to their problem.
Direct Mail Piece
This is a great opportunity to wake up sleeping patients laying dormant in your database. Every practice has patients they haven’t seen for awhile or who came in for a consultation but never booked. Wake them up! Send them a letter, a postcard or practice newsletter announcing the new equipment. Tell them about the benefits they will receive and include a limited-time special offer so they act now rather than wait. This is a wonderful way for an old patient to reconnect with your practice since they might be embarrassed to resurface since it’s been awhile. Perhaps at the time they weren’t yet ready for your services or they went to someone else and are uncomfortable contacting you again. Make it easy for them to re-establish a relationship with you. Give them a reason and an invitation to reconnect with you. It could be worth thousands of dollars in revenue to you.
In-house seminars
Hold small informative seminars in your office where patients can comfortably fit in your reception area. Send out an invitation and an email announcement to the segment of your database that would be interested. Display a sign-up sheet at the reception desk for new patients who might not have received your invitation.
Show a power point presentation with lots of before/after photos and explain the new equipment and the benefits the attendees can receive. Allow plenty of time for questions and answers from the audience. If appropriate, demonstrate the equipment so the attendees can see first hand what you say is true. Have a patient in the audience who has experienced it already who can share their thoughts and experiences with the other attendees. Have your staff on hand to book appointments and offer a very exclusive introductory price for that evening only if they purchase.
Work with your equipment vendor on this event since they are happy to support your efforts in promoting their product.
Open House
Have an annual open house and invite your patients and their friends to your office for an evening of fun and education. Offer demonstrations if appropriate and let your equipment vendor help you promote to your patients. They can tell your patients about the benefits of the equipment while you interact with the patients more informally. Again, you want to offer an exclusive special that evening only and have staff on hand to book appointments.
Conclusion
There is much you can do to ensure your new equipment purchase is a profitable revenue stream for you. It takes your commitment, both psychologically and financially to get the word out and keep your patients coming back for more. |
 |
 |
 |
 |