I recently spoke at AACS’ virtual Annual Meeting and I sat in on a presentation given by Jason Gilmore, a Senior VP at Allergan.
His excellent talk was entitled: “A Year of Struggle: What 2020 taught me about aesthetics and what to do about it.”
Here are the highlights important for you to consider:
He started with these interesting stats gathered in 2018:
While 65 million people in the US would consider facial injectables, only 4 million have been treated.
That’s only 6% of the market so the room for growth is huge! And the International Market is even bigger.
The demand for BOTOX has recovered and increased A LOT since COVID; however, Allergan spent a ton on marketing and increasing sales:
But Allergan wasn’t sure if this increase was the regular patient base coming back or new patients now wanting injectables. So, they were happy to learn these stats about consumer demand for injectables:
22% of BOTOX in Q3 of 2020 were patients NEW to the brand
37% of JUVEDERM in Q3 of 2020 were patients NEW to the brand
The consumer demand for injectables is likely due to the fact that patients can’t spend on travel and restaurants, so they, instead, spend their disposable income on cosmetic rejuvenation.
SO WHY ISN’T ALLERGAN BIGGER?
Jason from Allergan wondered why if 65 million consumers are interested and search like crazy for Botox and filler, but don’t get treated, there’s a fundamental problem.
Actually, there are 2 fundamental problems…
PROBLEM #1: LEAD CONVERSION
Their stats show:
Only 6 out of 100 phone leads are converted! The best practices in the country only convert 18 out of 100!
Response time is crucial, as well as trained staff who know how to convert callers.
PROBLEM #2: PATIENT RETENTION
Jason’s team reported:
50% of injectable patients never come back and that continues to decrease.
So, why don’t they come back?
He said (and it’s so true)… In your mind, all your patients come back because those are the patients you remember.
The ones that don’t come back, you don’t know and don’t remember. That skews your perception, so you don’t focus on this part of your practice as an issue to address.
The driver is the practice experience.
Not the function or the result because they assume that. It’s the emotional job that is not being handled correctly so patients continue to leave to find another practice they feel good about.
SO, WHAT YOU SHOULD DO?
Jason wrapped up his talk with these action items:
Fix Your Front Desk
Before you spend a $1, understand your most valuable marketing channel is YOUR FRONT DESK!
It’s the most valuable ROI channel you have. The interaction with new potential patients on that first phone call has everything to do with that patient choosing you… or not.
It’s their first exposure to your practice so make sure it’s up to par.
Patients don’t pick up that phone lightly. That’s a big step so your front desk needs empathy, and the emotional elements are needed.
For example, they can tell the caller, “I have had Botox” to make the caller more comfortable to come in and learn more.
Jason recommended paid ads on Google, Instagram and Facebook. He suggests paying for clicks or impressions and testing first.
Also, be authentic in your advertising so patients feel a connection to you.
HERE’S MY FEEDBACK ON JASON’S ALLERGAN PRESENTATION
Fix Your Phones – AGREE
I agree, and have touted for years, to get your phones right since too much money is lost at this stage.
Your front desk needs to be professionally trained to:
Bond with the caller
Credential you as the BEST CHOICE
Ask for the appointment
If they need help, have them join The Converting Club for Receptionists. It’s quite common for phone conversions to increase by 30% within 48 hours when they have the right structure and scripts:
Paid Advertising – DISAGREE
Non-surgical injectables have been commoditized. It’s too competitive and too expensive to advertise services so many others can do and will do for a lower price.
Not only will you spend (waste) a fortune advertising injectables, you’ll also be forced to lead with price specials to get the attention you want so that’s a dummy whammy on your profits.
A much cheaper and more effective approach is to thank your patients for their loyalty, so they return, refer, review and share you on social without discounting your prices!