Introduction

The acquisition of a solid theoretical and practical grounding, as provided by SAMBA, is a prerequisite for starting your medical aesthetic business. Nevertheless, every practitioner is confronted with the question of recruiting a patient base. This is all the more true in our speciality, in the absence of “vital” treatments. Added to this is the challenge of retaining new patients in an increasingly competitive environment.

So what are the main steps you need to take once you’ve completed your diploma course to develop a thriving beauty business that’s satisfying for you and your future patients?

Communicate

Step number 1 is, of course, appropriate communication with the general public. In the age of social networking, advertising, communication and marketing have never been better.

• Be careful, however, to respect the well-defined rules of communication governed by your local professional association.
• Joining your local medical aesthetic society can be a first step in terms of communication and recognition of your activity by your peers.
• Communication channels are multiple, and the trend is all-digital, especially via social networks, where some of you will have fun putting yourselves on stage in an amateurish way. I don’t see why not. But communication is a real profession these days. It’s about effectively recruiting new patients and retaining existing ones, using a range of tools to reach as many people as possible. It’s an area of expertise outside our profession, and as you can see, it’s best to leave it to a dedicated professional.

It’s an investment that will bring you the raw material for your future practice: a patient base.

Agender

Step 2 concerns the initial management of your consultation.

• Choose to devote yourself exclusively to aesthetic medicine, whatever your original specialty. All expertise requires advanced theoretical and practical training, as taught at SAMBA, but only makes sense if you put it into practice on a daily basis.
• Don’t fall into the initial trap of opening every consultation slot, at the risk of spending unprofitable days with a few scattered appointments. Manage supply versus demand. By reducing the number of consultation slots, you give your new patients a limited choice, inspire a feeling of exclusivity, and remain in control of your schedule by optimizing your time.

• As soon as you have a larger patient base, open new slots to meet demand.

Never forget that a satisfied patient who trusts you will adapt to your schedule, not the other way around.

Sustain

The third and final step is to build up patient loyalty.

• It involves follow-up consultations with a frequency adapted to the care provided. You are a medical specialty like any other, providing patients with comprehensive aesthetic care in the face of a chronic, evolving pathology: aging.
• Finally, boost your patient recruitment and loyalty with marketing offers (subscriptions, guest lists, time-limited discounts, etc.). Be careful, however, not to sell off your expertise and fall into the “cheaper is not better” trap.

So, as far as possible, try to see your patients at least 3 times a year. It’s all about the quality of your care and its long-term effects, as well as the financial health of your business.

Conclusion

When you become a specialist in aesthetic medicine, you become the captain of your new professional practice, which you’ll have to steer safely into port.

To do this, you’ll have to maintain the “C.A.P.” : Communicate, Agender, Pérenniser. SAMBA is here to arm your ship for the adventure that is our specialty.