In the dynamic landscape of small businesses, efficient management of patient data plays a pivotal role in delivering exceptional services while supporting growing top-line revenue. As providers continue adapting to evolving industry standards, the implementation of loyalty and/or customer relationship management (CRM) systems emerges as a strategic solution. In this article, we explore the crucial intersection of loyalty and CRM systems and internal patient data management, discovering how small business owners may leverage these tools to streamline operations, potentially enhance patient care, and elevate their overall business performance. We will navigate the key benefits, considerations, and best practices to empower aesthetic businesses on their journey toward optimized data management and increased conversion and retention strategies. 

MAXIMIZING PATIENT ENGAGEMENT AND REVENUE WITH DATA 

Patient history and data serve as crucial elements in shaping three distinct patient behaviors. When it comes to existing patients, our strategies are focused on enhancing conversion and retention rates. Each action we take is geared toward influencing these behaviors, ultimately driving conversion and strengthening patient retention. The revenue potential tied to visit frequency, retention, and complementary treatments presents a significant opportunity for increasing top-line revenue. By leveraging your internal data, you can maximize this potential with your existing patient base. 

Action 1: Explore Something Different 

Encouraging patients to step outside their usual routines is a key focus of our approach. Consider, for instance, someone undergoing skin texture treatment. If your practice offers retail products, your team may provide insight on potential offerings that patients may find appealing in addition to any other treatment they are receiving with your practice. Action 1 underscores our dedication to empowering patients to explore new avenues that enhance their overall treatment experience. 

Action 2: Experiment with Related Services 

This strategy revolves around patients embracing supplementary services closely aligned with their current treatments. Some treatments may be beneficial when paired together. You may encourage customers to consult with your team on their expertise about pairing one or more treatments together. The emphasis is on identifying and embracing additional services that seamlessly align with their primary treatment goals. 

Action 3: Get More of What They Love 

If you’re undergoing neurotoxin treatments, are you receiving the approved dosing and attending sessions according to the frequency stated on the label? This strategy aims to maximize the potential outcomes for patients based on their current investment. Treatment plans may serve as a valuable tool to promote this behavior. Are you diligently following your treatment plan to optimize the benefits of the products you’re already receiving? Increasing patient visits from one to three times annually may significantly boost practice revenue. By encouraging more frequent visits, the practice can secure additional revenue and potentially introduce patients to new products or procedures. 

Everything we want our patients to do stems from one of these three actions. The question becomes, “What data are you looking for to get your patients involved in taking one of these actions?” A specific example that most practices can relate to would be conversion from neurotoxin and skincare. Another example could involve patients who frequently receive neurotoxin injections but have never tried dermal fillers. Some of your lowest-hanging opportunities are patients whom see you regularly for injectables but who have never purchased retail. Pull a report of your highest-volume procedures, such as neurotoxin and filler, and cross-reference how many of those patients have purchased skincare products. 

Implementing a regular cadence for pulling internal patient reports is considered a best practice. Office managers may schedule calendar reminders to ensure these reports are generated monthly. Once you have access to patient information, you can craft customized marketing campaigns tailored to specific offers based on the action item you are targeting. This approach ensures your efforts are focused and tailored to the needs and behaviors of your patient base. 

By delving into patient data and behaviors and strategically implementing initiatives that promote exploration, experimentation, and optimization, practitioners may both increase top-line revenue and foster enduring patient loyalty and satisfaction. Embracing data-driven insights as a catalyst for growth, practitioners can embark on a transformative journey toward unlocking the full potential of their practice and achieving sustainable success in the aesthetics industry. 

Ali Glasser is a management consultant with the Allergan Practice Consulting Group of Allergan Aesthetics.