Working in the aesthetics industry, it’s emotional.
Client psychology is fascinating, depressing, uplifting, mysterious and predictable all at the same time. Whatever your product or service offering, you have to be obsessed with what motivates people.
In truth, before we started working with Plastic Surgeons all over the world, I thought that undergoing an aesthetic procedure was largely a vanity project. How wrong I was!
Since then, we’ve helped develop brands and patient experiences that address the problems people truly care about. And the results are incredible. Even in major cosmetic hotspots like Beverly Hills, Dallas and New York, the patient-centric practices can break through.
This is how the most successful practices in the world are outperforming the rest in their patient experiences. At the start of the journey towards patient centricity, they understand that what they hear in consultations and what patients actually feel can be very different.
Respecting Patients Core Concerns
A surgeon will hear a cosmetic concern. For example, “I don’t like having an abnormal dorsal hump.” Of course, discussing the technicalities of surgery and managing expectations on the aesthetic result is essential.
But the top-performing surgeons ensure that they respect the core concerns of their patients too. One of the most common motivations for Plastic Surgery is wanting to restore confidence. Allowing prospective patients to undergo an emotional journey, as well as a physical one, is incredibly powerful.
Patients often wait years for surgery. Empathizing with their emotional needs is essential for developing a patient-surgeon connection. One of our clients even recommends prospective patients meet at least three surgeons to see who they feel most comfortable with.
Listen to our podcast with Kimberley Cairns surrounding patient psychology.
How To Gain A Deeper Understanding Of Patients
So how do you find out more about your clients or patients? I’m not suggesting you start asking about their emotional reasons for surgery in your consultations!
It’s pretty simple actually. For all of our clients, we install Thank-You Page surveys. Think about the timing. Many prospective patients have spent years considering if surgery is for them, months researching and then they send out an enquiry to your practice. That’s a huge moment.
So, when they’ve completed the contact form. We simply ask: “What in your life made you consider Plastic Surgery?” It’s completely optional. It’s not pushy. It just allows people to express their feelings and develop an emotional connection with the practice immediately.
Two Important Lessons
Over the years, our clients have received over 10,000 of these submissions. We’ve learnt a lot. Two main lessons:
- The motivations for Aesthetic treatments are often deeply emotional, considered for a long time and completely relatable.
- The best practitioners and marketers understand the life-changing significance of surgeries for patients.
It’s amazing how many people say that they are “finally” doing something for themselves.
Our challenge to practices is to facilitate experiences that recognise the extraordinary impact any aesthetic treatment can have on a patient’s life.
Though we always suggest finding ways to understand what motivates your patients or clients specifically, there are some motivating factors that consistently arise in our research.
What Are Patients Generally Seeking?
Patients typically want one of the following:
Control of their body
Often, wanting to return to their pre-pregnancy figure. Or wanting to see their hard work in the gym pay off if they have plateaued or are unable to remove stubborn fat.
Empowerment in all aspects of life
A specific aesthetic concern can lead to a lack of confidence in work, social settings, or relationships. Treatments are an investment in themselves!
Separation from insecurities
Many patients have lived with concerns for as long as they can remember. They are ready to leave them behind and look forward.
Whether you’re a surgeon, aesthetic clinic, spa or salon. You can still learn so much from practices that obsess over patient psychology.
The results are worth it.