A Guide to Building Lifelong Patient Loyalty

Interest in medical aesthetic treatments continues to grow and signs indicate that demand will remain strong. Today’s patients are more informed and educated than ever and are seeking personalized, high-quality experiences.¹ An increase in demand has led to more businesses entering the market, providing patients with ample choices when choosing a practice. The market is highly competitive, and differentiating your business is critical. Elevated practices provide more than just treatment; they understand there is an emotional component to medical aesthetics¹ and place an emphasis on curating meaningful experiences focused on trust, value, and relationship building. 

Make a Strong Impression

The common expression that you never get a second chance to make a first impression holds true. Prior to their first visit, the patient likely has already formed an opinion about the practice based on the online presence. Both a competitive landscape and a society that increasingly relies upon digital channels for information means that a strong online footprint is key. Consider whether your website and social media profiles are current, informative, and consistently branded across platforms to ensure you are conveying the image and messaging you intend. This is the first opportunity to create trust and show creditability with strong credentialing of the clinicians and practice, before and after photos of treatment outcomes, positive reviews from others, and dynamic content grounded in education. 

Additionally, it should be easy for a patient to book an appointment, complete paperwork, or receive answers to any potential questions they may have in a timely manner. Consider how a smooth logistical process paired with office support in advance of the first visit can illustrate professionalism of the office and cultivate confidence. It may be beneficial to align the in-person experience with the patient’s expectations. 

Consultations and Trust-building

A consultation with a new patient is a special opportunity to connect, build trust, and lay the foundation for a meaningful, long-term relationship. Some patients may feel vulnerable or emotional when they come to the consultation to share their concerns and receive personalized treatment plans tailored to meet their needs. They are generally excited to have a conversation with an expert and are hopeful that their provider will offer solutions that support their aesthetic goals. 

Creating a lifelong patient from a new patient starts with a foundation of trust. In addition to being warm and welcoming, that trust can be built from a comprehensive consultation driven by curiosity: asking the patient thoughtful questions, identifying goals, and active listening. The most impactful consultations include recommendations and education. When patients understand what they are experiencing or seeing and understanding their treatment options, they may feel empowered to make informed decisions and gain assurance in the treatment and in the clinician. A personalized approach toward the patient’s goals that is uniquely tailored to their needs—including anatomy and aesthetic preferences—may further elevate the experience and foster connection. Last, and most importantly, honesty and transparency about treatment outcomes and saying “no” when appropriate can highlight the integrity of the clinician and establish deep loyalty.

This type of interaction is the bedrock of a lasting relationship. Not only does the patient leave the appointment having received treatment and a long-term plan, but they also feel valued and understood. Patients have no shortage of choices when seeking aesthetic treatments; however, exceptional outcomes paired with trust can help create an emotional connection that transitions a new patient to a lifelong patient.  

Keep Up and Follow Up

The patient experience and relationship building do not end when the appointment ends. After the treatment, there is a meaningful opportunity to connect with the patient. The provider may reach out to the patient shortly after treatment with a personalized message to check in. This small gesture can help demonstrate genuine care and highlight that they are not a transaction but rather a deeply valued patient whose well-being and happiness are of paramount importance to the clinician and practice.

In addition to checking in with both new and existing patients following treatments, ongoing engagement is important when solidifying long-term relationships with patients. For example, tracking progress with before and after photos can help patients visualize their outcomes and keep their excitement high. These celebratory moments, both big and small, may be meaningful to the patient and, when shared with the clinician, may deepen the emotional connection and relationship. Moreover, these types of moments create organic opportunities to make suggestions for complementary treatments that align with overall goals. 

Repetition can breed familiarity, which may affect the patient experience. Maintaining a strong focus on education while avoiding falling into routines or rushed consultations can help protect the patient’s experience and retention. Personalized treatment plans may offer an opportunity to continue conversations that are focused on both the short and long term and that use the same skills the clinician leaned on during the initial consultation. These plans may also help keep patients engaged and excited well into the future. 

Loyalty is Earned

Patients seeking aesthetic services buy more than a treatment; they are buying how the treatment and experience make them feel. While outcomes may be duplicated, experiences and feelings cannot. Transforming a new patient into a loyal patient is not about discounts or being trendy but about trust, excellent outcomes, consistency, and connection. From the first digital touchpoint to the in-person relationship, every interaction is a chance to show patients they are appreciated, safe, and understood. 

Reference

1. Maisel A, Waldman A, Furlan K, et al. Self-reported patient motivations for seeking cosmetic procedures. JAMA Dermatol. 2018;154(10):1167–1174. doi:10.1001/jamadermatol.2018.2357