Attracting new patients is a constant challenge for plastic surgeons. From navigating the complexities of lead generation to creating strategies that resonate, it’s easy to see why offering discount plastic surgery might seem like a straightforward solution. After all, promotions can bring patients through the door quickly. But are these the right patients? And what does this approach say about your brand? Let’s explore why discount plastic surgery might not be the best choice and how it could affect the perception of your practice.
The Pros and Cons of Discount Plastic Surgery Promotions
The Upside:
Discounting can provide some immediate benefits:
- Increased visibility: Promotions might generate short-term buzz and attract attention.
- Filling gaps in the schedule: Discounts can encourage quick bookings, helping you optimize your calendar.
- Potential for upselling: Patients drawn in by a promotion might explore other services, such as laser skin resurfacing, scar revision, non-surgical body contouring or facial rejuvenation, and more.
The Downside:
Despite the potential benefits, discounting plastic surgery has significant downsides:
- Attracting the wrong patients: Discount campaigns often appeal to price-driven individuals who lack loyalty and are less likely to return for other services.
- Cheaper brand perception: Offering discounts can inadvertently position your practice as a low-cost provider, eroding the prestige and trust associated with your expertise. This will keep potential patients who would happily pay full price and keep coming back for other services from considering your practice as the place for them.
- Erosion of value: Reduced pricing undermines the perceived worth of your procedures, making it harder to sell patients at full price in the future.
There are More Strategic Ways to Attract Quality Patients
Instead of discounting your plastic surgery procedures, consider these more sustainable strategies:
1. Value-Added Services
Instead of discounting the surgery, offer a special deal on complementary services your patient will need for improved results. This can be a lymphatic drainage service to promote healthy circulation and rapid healing, lasers to improve skin texture and diminish the appearance of scars, or other non-surgical services to help complete their new look. It can also be pre-surgery treatments, such as facials. You can offer these for free or at a discount as part of their plastic surgery treatment plan. Instead of getting discount plastic surgery, the patient gets the added benefit of these other services.
2. Membership Programs
Do you have a membership program that your non-surgical patients pay to join? Enroll your surgery patients for free as a benefit of purchasing aesthetic surgery. These surgeries are a tremendous investment, so the added benefit of getting future discounts through a membership they will get for free can be enticing. Imagine getting discounts all year on lasers, injectables, and facials to help you maintain your new look post-surgery. This is a great deal and it doesn’t diminish the value of your surgical procedures, especially the public’s perception of your surgical skills.
3. Highlight Your Unique Value Proposition (UVP)
Instead of competing on price, focus on what sets your practice apart. Whether it’s your expertise in a specialized procedure, state-of-the-art technology, or a patient-centered approach, showcasing your unique strengths helps you attract patients who value quality and professionalism. Compete on skills and results, not price. Let the other practices compete for the bottom while you sit pretty at the top.
Should You Discount Plastic Surgery to Drive Leads?
While discounted procedures might provide a temporary surge of patients, they’re often not the right ones for the long-term growth of your practice. Discounting risks cheapening your brand, attracting the wrong audience, and diminishing the perceived value of your services. Instead, focus on creating strategies that highlight your expertise and build trust, ensuring your patients choose your practice for the quality of care you deliver.
Looking for Support Driving Plastic Surgery Leads?
Contact our experienced team of plastic surgery marketing experts at Total Social Solutions. Since 2011, we’ve worked with plastic surgeons, facial plastic surgeons, gynecologic surgeons, dermatologic surgeons, and cosmetic surgeons to run digital marketing lead-generation campaigns that convert. Let’s work together to help you run promotions that will maintain your brand standards, reputation, and profitability.
