In 2016 there were 15.4 million cosmetic minimally-invasive procedures performed in the United States alone. According to the American Society of Plastic Surgeons 2016 Plastic Surgery Statistics Report, the top 5 procedures included:
- Botulinum toxin type A (over 7 million injections, a 4% increase over 2015)
- Soft tissue fillers
- Chemical peels
- Laser hair removal
- Microdermabrasion
Minimally invasive facial rejuvenation procedures are becoming more attractive to people of all ages – even Millennial-aged men and women. In fact, a whopping $16.4 billion was spent on all cosmetic procedures in 2016. It is not surprising that more and more physicians – even ophthalmologists – are considering adding aesthetic services to their offerings…but it must be done for the right reasons and done with a plan in mind.
A Natural Connection
It’s been said that the eyes are the window to the soul. The eyes show expression, emotion and energy. They help us experience the world around us. Ophthalmologists are focused on that last point: providing life-changing treatments to enhance and improve vision clarity. However, there is also a very natural connection between helping people see better and helping them see themselves in a new light as well.
Adding aesthetics treatments such as BOTOX® Cosmetic, dermal fillers, laser skin resurfacing, etc., can give your patients a full scope of facial rejuvenation. Without hiding behind eyeglasses, they can showcase their beautiful eyes and face to the world. It’s empowering and confidence-boosting. It will show your patients that you care enough to give them options for self-improvement.
Trust is Key
The relationships you have with your patients can be easily transferred to an aesthetics offering – especially if you have already gained their trust through successful vision procedures. Existing patients will be more apt to choose your practice over a spa, for example, if you promote the benefits of having these delicate procedures performed in a professional office. If the procedures are led by your ophthalmologists, their extensive knowledge of the sensitive tissues around the eyes will be a strong differentiating factor between your office and the competition.
Investments
The more you can invest in both technology, qualified staff, continual training and your physical office space, the better.
Patients will appreciate having access to the very latest and greatest procedures for facial rejuvenation. Think outside the box by researching and implementing procedures like Kybella® for neck contouring or LATISSE® for eyelash growth. Your patients want to erase the signs of time from their faces and there are a lot of different ways to accomplish these goals. In fact, as they come in for consultations, you may be able to educate them about new ways they were unaware of – methods that will provide quicker and more effective results.
Invest in staff that has the highest qualifications as well as a superior chair-side manner. Customer service is paramount in creating an aesthetic dream team that will complement the rest of your office.
Your office space should also conjure up a spa-like environment for your patients. Unlike many medical procedures, having an aesthetic treatment is an exciting positive adventure – one that is anticipated and welcomed. The moment your patients step through your doors, they should be immediately calmed and made to feel like the only person in the office. This can be accomplished through your décor, music, lighting, complementary snacks and personal greetings.
A great patient experience every single visit will result in repeat visits (a mainstay for aesthetics services), positive reviews online, referrals and ultimately more revenue in your pocket.
Get the Word Out
While internal cross-promotion to current patients will be one of the easiest and cheapest ways to advertise your new offerings, you will need a marketing strategy to spread the word on a larger scale. This will involve market analysis to learn how to reach the segments of your community that will most likely be interested in your different services. This can change from treatment to treatment.
Your community may need education about why having these procedures at an ophthalmologist’s office makes sense. They may need to be educated on the unique services you provide. Using the right messaging through the right channels to the right audience is key in the success of your new venture.
Marketing avenues can include:
- Social media posts
- Review generation
- Internet radio ads
- Targeted emails
- Grassroots efforts
- Online advertising
- Internal signage
- Referral channels
- And much more
Start with a Plan
Jumping into the aesthetics game without being properly prepared is not a good idea. There are many paths to failure if it is not approached in a detailed, strategic manner. All of your physicians and staff must be on board for this type of change. Create a business plan that includes such components as:
- Market analysis to confirm viability
- Financial plan including pricing, sales forecast and expenses
- Infrastructure and operating plan
- Outline of services to offer
- Personnel
- Marketing plan
- Implementation timeline
Seek Help
Ophthalmology practices often do not have the in-house expertise to plan, develop and most importantly implement an effective marketing plan. Seeking external help in creating a strategic marketing plan around adding aesthetics services to your practice may be well worth the cost. Having an outsider analyze your current practice, your patient base and your surrounding market will give you invaluable information about the best ways to approach adding these profitable services to your practice.
Advantage Healthcare Consulting, a Division of Advantage Administration Inc. is a Managed Service Organization (MSO) that has partnered with a wide range of service providers to offer practices of any size group discount savings on these types of services. One such company is Fast Track Marketing, a marketing firm that specializes in ophthalmology marketing. By joining the MSO, your practice can have access to some of the leaders in ophthalmology services and supplies at a fraction of what it would cost you normally.
Contact Advantage Healthcare Consulting today to learn more about the MSO offerings available to your practice.