Note: This is the 4th article in the Cosmetic Patient Progression Lifecycle series. If you missed previous articles, click here to access.
So far in this series, we’ve discerned that the absolute easiest way to fine-tune practice processes and enhance patient engagement is by compartmentalizing the patient journey with your practice into buckets, or stages, and then define key elements within each stage that can be used to propel the patient toward the path of making a buying decision with you.
In marketing terms, this is known as your funnel.
Your goal is to attract, engage, and support patients at each stage in your funnel. Your messaging at each stage will be different as the practice/patient relationship evolves.
There are seven primary stages in the Cosmetic Patient Progression Lifecycle: Discovery, Initiation, Action, Strategy, Commitment, Implementation, & Community. This article focuses on the 4th stage ~ Strategy.
At this stage, the patient has physically shown up to the practice for a treatment or surgery strategy session with your office. This will be the first of a ‘series of firsts’ the patient will have with your staff, office, and providers. It’s showtime!!
Continuing with the dating analogy, consider this the “coffee” or “dinner” stage. If the conversation is good, and you have confidence your date has the ability to meet your relationship goals and needs, then you will most likely continue the relationship with subsequent dates or commitments.
Along the same line, patients want to feel confident your practice will give them the results they are hoping to achieve. Hopefully, by this point, you have already built their confidence by positioning yourself as a thought leader in the industry, and by providing social proof through glowing testimonies, ratings & reviews.
You have also started the bonding and education process on the first phone call, have vetted the patient by asking qualifying questions, and have prepared the patient for the consultation session.
By the time the patient arrives in your office they should be so prepared that, at this point, they only require confirmation that
1) they like you,
2) you like them, and
3) you will be able to provide their desired outcome.
Think of the consultation as a “meet & greet” in addition to a strategic treatment planning session. If the patient does not feel a connection on this first “date,” the likelihood they will move forward to the next stage is slim to none.
A successful strategy session will accomplish the following objectives:
- Continues the bonding process to incorporate all members of the team
- Provides the patient with confidence that you are capable of delivering their desired result
- Creates a treatment plan that will give the patient their best outcome
- Arms the patient with pertinent information they will need to make the best decision
- Educates the patient on all aspects of the procedure to include what to expect pre- and post-procedure
- Presents quote estimates (which should be in-line with patient expectations if it was discussed on the initial phone call!)
- Call to action (schedule the procedure) using the Either / Or closing method
These are just a few excellent ways to further establish your practice as an industry leader, and begin lifelong relationships with prospective patients. Like to continue the conversation? Feel free to click here and leave a message on our Contact Us form, or simply reach out via phone.
Interested to see how your staff handles initial phone calls from prospective patients? Click here and type “Free TSS” in the Contact box. Your practice will be secret shopped by phone within 2 business days. You will then be provided with a complimentary 30-minute call to review findings and receive strategic & proven recommendations.
Be on the lookout for next weeks post when we take a dive into Stage 5 ~ Commitment.
To Your Success!