At this stage, the patient has scheduled a procedure or surgery — great news. But scheduling isn't the same as showing up. As in the Initiation stage, this is a moment that requires continued nurturing.
This is also when the patient begins showing more patient behaviors than consumer behaviors. Reality starts to set in. Friends and family may question their judgment — "What if something happens to you? This is elective surgery, after all." Or they'll spot a tabloid headline about "plastic surgery gone bad" while waiting in a checkout line.
This is the time for the practice to be proactive: "You've got this — and we've got you."
Remind the patient why they came to you in the first place, and how you're going to help them get there. Help them stay focused on the outcome. Be their cheerleader.
Ways to Nurture the Relationship at This Stage
- Send a handwritten note thanking them for trusting you, and schedule a prep call or visit beyond the standard pre-op to cover everything they'll need post-surgery — garments, meds, transportation, childcare, meals, and more
- Put together a post-procedure gift bag with a few practical items for the days ahead
- Provide a clear Pre- & Post-Procedure Checklist
- Invite caretakers into the pre-op visit with their own checklist and a personalized "What to Expect" letter
- Call the patient the evening before their procedure to reassure them and confirm you'll see them in the morning
These are small gestures, but they're what turn a scheduled procedure into a lifelong relationship with a patient who trusts you completely.
To your success!