Think you have to be (or hire) a marketing guru to grow your business? Not so, says Michael Fiorillo, M.D., a plastic surgeon in private practice with locations in New York and New Jersey. He’s got five tips that he says can result in higher patient engagement and, importantly, revenue.
1. Market to Existing Patients
Dr. Fiorillo tells The Aesthetic Channel that catering to existing patients is the most effective form of marketing. “Existing customers for any business can represent 40% of revenue,” he says. “Yet few aesthetic practices take full advantage of their patients’ attention.”
A loyal patient who already trusts you is a valuable asset. “Our job is to ensure we are sending relevant offers about services that are likely to interest them,” Dr. Fiorillo says. “By creating marketing campaigns that encourage patients to refer family and friends, you can also attract new business. This results in loyal patents generating new ones.”
2. Digitally Surround Your Patients
Do not rely on email alone to communicate with patients because the average email open rate is only 20%, according to Dr. Fiorillo. Instead, commit to a multichannel marketing program that digitally surrounds your patients, including other communication intersections such as text messaging or a mobile app. “The easier you make it to receive your communications, the more receptive people will be to them,” he says.
Dr. Fiorillo notes that multichannel campaigns are 37% more effective than single-channel campaigns.