Help your patients feel safe and they will return

 We are living in unprecedented times and it’s easy to get caught up in fear and stress. Closing your doors has been frightening, and your panic could very well have been paralyzing.  You need to take comfort knowing that this isn’t going to last much longer, and your doors will be back open in a matter of days and weeks. You should already be preparing for your opening. Now is the time to get a jump on your competition, increase your future income streams, and prepare for the “new normal”.  

 Although you have invested heavily in your practice as a “brick and mortar”, your online presence is essential in effectively engaging your patients. Whether you are selling skin care products, developing cosmetic surgical and skincare packages or setting up virtual consultations, your digital footprint has now become the best way to reach, interact and retain your patients. 

 Many of your patients are going to be reticent about coming in at the beginning of your reopening. Ease them back into the relationship by showing them a lobby that adheres to social distancing regulations take social media pictures that show staff with their masks on, cleaning exam rooms and public areas like doors and reception desks that need to stay clean and free of bacteria. These cleaning tasks should be highlighted in your daily media posts. 

In addition your ecommerce site is another point of contact to your patients and should be straightforward and simple to buy products with a simple click. If you don’t already, it’s time to modernize your forms of payments and accept PayPal and Venmo as well as other forms of payments,  and always include an option for reoccurring shipping and payment when it comes to skin care products. 

 During this downtime, your e-commerce needs to be easy to find on the internet, filled with content that is updated and compelling, as well as simple to navigate.  Make sure your site is updated and that each page has been optimized to increase your leads and conversions. 

 Before you open, looking at your digital footprint is essential. Start doing your research on search engine optimization (SEO) and Google Adwords. This could be a great time to audit your current digital media vendor and see where your practice is placed on Google searches. Sit down with your social media team and brainstorm on how you can reach the goals that should be included in your agreement with the company that is handling that. Start writing or videoing weekly blogs about the different procedures you offer. Make these blogs relevant to what is trending. 

 Start thinking outside the box. Separate yourself from the rest of your competition.  For example, one of my clients airs a Facebook live video party that is fun and informative about skin cancer. Your patients reward you for being real and social on your digital platform. Being social on social media shows followers your expertise in a fun and entertaining way as well as showing your softer side. Another client of mine has posted some fun TikTok videos with staff. This type of social media is not informative but shows the softer side of you and your practice. And likability or bed side manner can go a long way when a patient decides to see you for their skin care needs. 

 Patients want relevancy too. Another client has produced his own podcasts and discusses his expertise into current events. For example, one of her podcasts discusses how important your immune system is to healing from post op procedures. 

Your social media engagements should also be educational, and frequent. Beginning now, you should show patients how you’re preparing to reopen your practice. Give them the comfort level they need. Showing how you would enforce social distancing and sanitization guidelines in your reception area. This also demonstrates that you put public safety first, which gives them another reason to trust you with their cosmetic needs.

 This lockdown is temporary and as they say, “This too shall pass”. Stay focused on how you can reopen your practice in a safe and responsible way. Stay focused on perfecting your online footprint. Announce your re-opening through an online welcome back party. It’s a new day and you are the head of the pack!

I’m taking only a couple more clients at this time. If you would like me to help you reopen your practice, call me at 702-374-1944. This is one of my expertise in practice management as I have walked in your shoes.