With Q4 upon us, the time is now to begin looking at what worked in your marketing through 2023 –  as well as what might not have worked.

One of the most important shifts you can make in your marketing as we sprint towards the end of the year is making simple changes to your patient attraction efforts. This change will begin to attract a much higher caliber of patient.

Here are the four of the biggest shifts you can make to begin seeing loyal patients who will gladly pay more – and kissing price shoppers goodbye, once and for all.

Use A Luxury Lexicon

Without realizing it, far too many Michigan aesthetic providers are using words in their conversations and marketing that turn off the well-to-do prospective patient, but serve as a magnet for the price-sensitive deal hunter. From your social media captions and phone conversations, to the copy found throughout your email marketing and website…words are beyond powerful.

It’s not free, it’s complimentary. It’s not a discount, it’s preferential pricing. It’s not cheap, it offers exceptional value. In marketing, small hinges swing big doors, and even a small upgrade in your vocabulary – online and offline – can make a world of difference in how your treatments and procedures are perceived for Michigan Businesses. 

Rethink Your Price-Positioning Connection

Your procedure fees position you without saying a single word. They are a statement of confidence – or lack thereof – in your skillset and providers. If you were to find a transatlantic, first-class airfare for $100, odds are you’d be suspicious and have questions. The old adage “good isn’t cheap, and cheap isn’t good” rings especially true in medical aesthetics for Michigan Injectors.

I’d bet my last dollar that you can think of an inferior clinician whose prices exceed yours. Remember that patients aren’t just investing in the tangible good (ie. dermal filler) but the intangible elements that accompany it. These include your training, patient experience, approach to results, etc.

Develop A Proprietary Method & Signature Treatments

While it’s tempting to emulate competitors’ offerings – pricing per unit or syringe – it’s detrimental to your luxury marketing efforts. The holy grail of elevating your practice is found in developing both a proprietary method and signature treatments.

Put succinctly, a proprietary method is putting words to your unique approach to patient results: how you assess their facial anatomy, how you develop a treatment plan, and how you inject. As an example, for one of our NYC-based plastic surgeon clients we developed a proprietary method known as “The Power of One”, describing how he combines both surgical and minimally invasive interventions together for his patients, who prior to seeing him were visiting one provider for laser, another for injectables, another for surgery and finding themselves with “Frankenstein Face”.

Signature treatments are when you combine modalities to enhance a patient’s outcomes. You may also choose to bundle skincare with your in-office treatments, rather than treat it as an upsell. Ideally, you’ll give these signature treatments an outcome focused name and leverage them to make your other pricing look so much more affordable by comparison. In marketing, this is known as contextual pricing. After all, $850 for a syringe of dermal filler looks like a fabulous deal next to a $7,500 facial balancing signature treatment. 

Get Your Numbers Right

Finally, be sure to avoid “charm” pricing. That is pricing ending with 9, 7 and 4. For example, pricing your dermal filler at $799 per syringe. Numerous consumer psychology studies prove that these numbers are typically associated with lower quality goods and services. Instead, lean into round numbers for your pricing – that is, prices ending with 0 and 5. Consumer psychology data illustrates that these prices are typically associated with higher quality goods and services for Michigan Businesses.

Looking for more Luxury Marketing and Upscale Patient Attraction™ Insights?

I can’t wait to be sharing my best practices and actionable insights live at the MISpa in-person event on October 4th in Grand Rapids! “Building Your Books in the Aesthetic Market” will be informative and fun. Be sure to join and register HERE today. For even more tips, don’t forget to follow me at @adamlovesbranding on Instagram!

Get Involved with MISpa

MISpa is a vital force in the medical spa industry. We’re dedicated to empowering professionals, both men and women, to excel in their craft and businesses while championing patient advocacy. This organization was born out of a pressing need to ensure progress in the Michigan medical spa industry. We proudly serve as a catalyst for training, defining industry standards, and fostering growth.

At MISpa, we recognize the passion within the MedSpa industry and invite you to be part of our mission. By becoming a member, you join a collective voice that aims to propel our industry forward. We value your perspective and believe in the power of collaboration to shape the future of medical spas in Michigan.

Our gratitude extends to those who contribute to our cause. Whether through membership, sharing expertise, corporate support, volunteering, or simply spreading the word, your involvement fuels our mission to keep the medical spa industry at the forefront of safety, quality, and optimal patient outcomes. Join us at MISpa and have a meaningful impact on the future of MedSpa in Michigan. Together, we can achieve great things.