Make New Patients (But Keep the Old)

“Make new friends (but keep the old;
One is silver and the other is gold.”

This message, taken from that old campfire song, is relevant when it comes many things including patient accrual and retention for an aesthetic practice.

Building your patient base is all about developing and fostering relationships, and this means embracing the silver while keeping up with the (g)old. Here’s how to do it:

Stay in touch

If a patient has visited your practice (or even your practice’s website), it could be the start of a something great as long as you properly cultivate the relationship. The best way to do this is to make sure to get their contact details so that they can be added to your mailing list.

Keep them engaged

You don’t want to bombard your patients with emails and other correspondence just as you wouldn’t want to come across that strong socially. That said, you can’t be too aloof either. Make sure your weekly or monthly e-blast is as entertaining as it is educational. Social media is another way to keep in touch so make sure your posts are varied and not overly self-promotional.

Make it worth their while

Everyone loves a good deal, freebie or reward and this is why loyalty programs resonate with customers. Airlines and hotel chains offer points for miles flown or nights stayed so why not implement a system that rewards your good customers with discounts on skin care or procedures, first access to new treatments and invites to exclusive in-house events? Loyalty programs help turn good patients into great patients and vocal brand ambassadors.

Give them what they want

Want to know what your patients really want or think about you and your staff? There’s only one way to find out. Ask them. Send out anonymous surveys or questionnaires to get the real skinny and then give your patients what they want whether shorter wait times, more skin care offerings or spa-like services.

Be there for them

Today’s aesthetic patients want to be coddled but not annoyed or inundated, and part of this involves quick responses to any and all inquiries including those on social media or via your website. Chatbots can allow for such instant gratification, but it’s also important to make sure that someone on your staff responds to any and all questions or leads within 24 hours including those posted on your social media channels.

Need help developing winning strategies for patient retention and accrual? Drop us an email at