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Did you know that 44% of businesses claim they put more effort toward customer acquisition than customer retention? Only 18% of businesses state they’re focused on their current customers. If you happen to be part of the former 44%, you could be making a costly marketing mistake that keeps your aesthetics clinic on the sales hamster wheel, constantly spending more to draw in more. But does it really pay off? Considering a 5% increase in customer retention may afford a 25–95% improvement in profits, your marketing strategy may require some refocusing.
Discover our top tips for maintaining your patient base long-term, so you can spend less on acquiring new patients.
Don’t spend your valuable time (and money!) investing five to 25-times more of your marketing budget in acquiring new patients if it doesn’t pay off. Knowing your customer acquisition cost (CAC) is key to determining the effectiveness of any marketing strategy. Start by summing up the cost of all marketing efforts that aim to convince prospective patients to invest in your clinic’s products or services, including promoting consultations, within a defined period (consider three months or a couple of quarters at least). Then, divide the total by the number of new patients who committed to a treatment service or plan during that time. The outcome is your average CAC. If the number is quite high, you may be able to better invest your marketing dollars and reduce your CAC while still growing your patient base with a retention-focused strategy.
With the right marketing strategies, ramping up your patient retention strategy can help to improve your clinic’s online presence through an increase of online reviews, as well as your on-the-ground marketing strategy via word of mouth, and personal recommendations or referrals. Essentially, these strategies help to both acquire and maintain patients.
So what specific strategies can you employ to improve patient retention?
Email marketing is one of the most cost-effective marketing methods for customer retention with an average 61% of millennials opening each correspondence. However, it’s important to offer patients content that is valuable to them, and not just spam. Utilize your database of patient emails strategically to announce new services, follow up with patients who haven’t been in for a while, and invite patients to an in-clinic event or offer a targeted promotion, whichever is most appropriate to your clinic’s branding strategy. Ensure to always include a call-to-action link, such as a page where patients can book a consultation for that exciting new service or an RSVP link to special events and promotions.
In this strategy, you should also prefer personalization to better cater to each patient’s needs. Use an email marketing provider that will allow you to insert patients’ first names at the beginning of each correspondence to better address the individual. We also recommend dividing long email lists into defined, smaller lists based on categories like similar ages, types of treatments, budgets, or even perhaps the year they first signed on. This will provide you with more marketing options that better target each patient’s interest to improve patient satisfaction.
Depending on your clinic’s branding strategy, loyalty programs can take on many different shapes and forms. You may offer a VIP status to long-term patients, putting them at the top of the guest list for special events and giving them exclusive access to test or sample any new product offerings or services. Alternatively, you may introduce a loyalty program that offers discounted rates for spa services alongside aesthetic treatments, reduced-cost maintenance appointments (where you can gage their interest in other services), or promotions that reward patients who sign up for a long-term treatment plan. You may also introduce a membership plan that offers discounts on all services for a small monthly fee, which is great for retaining patients who require recurring treatments or are considering adding spa services to their regular appointment list.
Of course, not all promotions will help to retain your ideal patients, so tailor these strategies to your clinic’s branding plan for best results. As well, always avoid undercutting your services too much while still offering an adequate incentive for your ideal patients.
The service-profit chain of any business draws a direct link from profitability to customer loyalty to employee empowerment and productivity. Satisfied and happy employees can have a major impact on a patient’s experiences within your clinic, so it’s important to treat staff well so they can always offer 100% to each and every patient while feeling fulfilled in their roles.
Tap into your employees’ top skills to strengthen your business and improve patient experiences. Ask employees what they would improve and be sure to listen to their feedback, as they will each have a different and valuable perspective. You may also consider rewarding employees who are named in online reviews or surveys for their helpfulness, positive attitude, or the like.
On a different note, establishing a social media strategy that connects patients to employees can be invaluable in developing strong patient-practice relationships. Consider having non-camera-shy employees post to Instagram Stories or pop up on Facebook Live to allow your loyal followers to connect with them outside of the clinic. This will help to keep your clinic top of mind for past patients who decide to seek out further treatments.
Renew past or current patients’ interest in clinic offerings by keeping them abreast of new services or products. When bringing on a new device or product line, you want to lock in treatments to ensure a higher return on investment (ROI) from the get-go. This can be the perfect excuse to invite current and past patients in for an evening of refreshments and small bites to show both your appreciation for them and your excitement for the new treatment or product. Depending on what new product or service you’re offering, this may also afford the best opportunity for patients to test out or sample it. An event like this can also offer staff the opportunity to mingle with patients and patients the opportunity to chat with each other about their favorite treatments, positively improving relationships with patients while promoting word of mouth to those who are already sold on previous experiences in your clinic.
Looking to add a new service to your offering to improve patient interest? Discover what Venus Concept has to offer by contacting an expert today.
For more information call: (888) 907-0115 // info@venusconcept.com // 235 Yorkland Blvd., Suite 900, Toronto, ON, M2J 4Y8 Canada
REGULATORY CLEARANCES [ More ]
Venus Bliss™ is cleared by the FDA and licensed by Health Canada for non-invasive lipolysis of the abdomen and flanks in individuals with a Body Mass Index (BMI) of 30 or less, with the diode laser applicators. The (MP)2 applicator is cleared by the FDA for temporary reduction in the appearance of cellulite, and licensed by Health Canada for temporary increase of skin tightening, temporary circumferential reduction, and temporary cellulite reduction. Venus Bliss™ has CE Mark as a non-invasive medical aesthetic device enabling a comprehensive approach leading to body contouring, addressing fat reduction, skin tightening, circumference reduction, and cellulite reduction.
Venus Versa™ is cleared by the FDA, licensed by Health Canada, and has CE Mark as a multi-application device intended to be used in aesthetic and cosmetic procedures. The SR515 and SR580 applicators are cleared by the FDA, licensed by Health Canada, and have CE Mark for the treatment of benign pigmented epidermal and cutaneous lesions and treatment of benign cutaneous vascular lesions. The HR650/HR650XL and HR690/HR690XL applicators are cleared by the FDA, licensed by Health Canada, and have CE Mark for the removal of unwanted hair and to effect stable long-term or permanent hair reduction for Fitzpatrick skin types I-IV. The AC Dual applicator is cleared by the FDA, licensed by Health Canada, and has CE Mark for the treatment of acne vulgaris. The DiamondPolar™ and OctiPolar™ applicators on the Venus Versa™ system are cleared by the FDA for non-invasive treatment of moderate to severe facial wrinkles and rhytides on females with Fitzpatrick skin types I-IV. The DiamondPolar™ applicator is licensed by Health Canada and has CE Mark for non-invasive treatment of moderate to severe facial wrinkles and rhytides on females with Fitzpatrick skin types I-IV. The OctiPolar™ applicator on the Venus Versa™ system is licensed by Health Canada and has CE Mark for temporary body contouring via skin tightening, circumferential reduction, and cellulite reduction. The NanoFractional RF™ (Viva) applicator is cleared by the FDA, licensed by Health Canada, and has CE Mark for dermatological procedures requiring ablation and resurfacing of the skin.
ARTAS iX™ is cleared by the FDA, licensed by Health Canada and has CE Mark with indication for use for harvesting hair follicles from the scalp in men diagnosed with androgenic alopecia (male pattern hair loss) who have black or brown straight hair. ARTAS iX™ is intended to assist physicians in identifying and extracting hair follicular units from the scalp during hair transplantation; creating recipient sites; and implanting harvested hair follicles.
NeoGraft® is cleared by the FDA, licensed by Health Canada and has CE Mark with indication for use in suction-assisted follicular extraction and re-implantation. NeoGraft® is an auto-graft system and can be used on both male and female patients.
Venus Legacy™ is cleared by the FDA for the non-invasive treatment of moderate to severe facial wrinkles and rhytides in females with Fitzpatrick skin types I-IV with the OctiPolar™ and DiamondPolar™ applicators, and temporary reduction in the appearance of cellulite with the 4D Body (LB2) and 4D Face (LF2) applicators. It is licensed by Health Canada and has CE Mark for the temporary increase of skin tightening, temporary circumferential reduction, temporary cellulite reduction, and temporary wrinkle reduction.
Venus Velocity™ is cleared by the FDA, licensed by Health Canada and has CE Mark for hair removal, permanent hair reduction (defined as the long-term stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regimen), and the treatment of pseudofolliculitis barbae for all Fitzpatrick skin types.
Venus Fiore™ received regulatory approval in Israel for aesthetic and functional treatment of the vagina, labia and mons pubis. Venus Fiore™ is available for sale in India, Hong Kong, and other selected Asian countries.
The Venus Viva™ MD is cleared by the FDA, licensed by Health Canada and has CE Mark for the use in dermatological procedures requiring ablation and resurfacing of the skin using the Viva™/Viva™ MD applicator, and the non-invasive treatment, reduction in the appearance of moderate to severe facial wrinkles and rhytides for females in Fitzpatrick skin types I-IV with the DiamondPolar™ applicator.
The Venus Viva™ MD is cleared by the FDA for the use in dermatological procedures requiring ablation and resurfacing of the skin, and the non-invasive treatment of moderate to severe facial wrinkles and rhytides for females in Fitzpatrick skin types I-IV with the DiamondPolar™ applicator.
Venus Epileve™ is cleared by FDA, licensed by Health Canada and has CE Mark for hair removal, permanent hair reduction (defined as the long-term stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regimen), and the treatment of pseudofolliculitis barbae for all Fitzpatrick skin types. Venus Epileve™ is also CE-Marked for hirsutism.
Venus Freeze Plus™ is cleared by the FDA for the non-invasive treatment of moderate to severe facial wrinkles and rhytides in females with Fitzpatrick skin types I-IV. It is licensed by Health Canada for temporary skin tightening, and temporary reduction in the appearance of cellulite on the abdomen and flanks, using the DiamondPolar™ and OctiPolar™ applicators. The DiamondPolar™ applicator on Venus Freeze Plus™ has CE Mark for the non-invasive treatment of moderate to severe facial wrinkles and rhytides, and the increase of skin tightening, temporary circumferential reduction, and cellulite reduction with the OctiPolar™ applicator.
Venus Heal™ is licensed by Health Canada and can be used for the treatment of both acute and chronic disorders of the musculoskeletal system, such as muscle spasms, back pain, and soft tissue injuries, and results in effects such as pain relief, myorelaxation, increase of local blood circulation, and edema reduction. In the U.S., Venus Heal™ is cleared by the FDA for the relief of minor muscle aches and pain, relief of muscle spasm, and temporary improvement of local blood circulation. These indications enable the treatment of certain soft tissue injuries and conditions.
Venus Glow™ is cleared by the FDA as a Class I motorized dermabrasion device. It provides a dermal rejuvenation treatment that works to open up and deep-clean pores. Venus Concept is the exclusive distributor for Venus Glow™.
Venus Skin™ is a skin care line of various lotions and creams intended to improve different aspects of skin appearance, skin serums, and skin nourishment solutions.
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