Relations
Never underestimate the power of relationships and the basic CRM principles that can be harnessed to maximise success in your aesthetic practice .
by Jenny Pabila
As we navigate through the aftermath of the pandemic , past enforced lockdowns , self-isolation , and ongoing shielding , it is worth considering that many patients may feel disconnected and be seeking emotive connection .
You are the most powerful person on your practice CRM ( Customer Relationship Management ) system , and it is worth understanding that patients select and choose to return to a practitioner that listens , advises , and values them without seeming rushed and disinterested . This is a principle that can be extended to your staff and support team to ensure every single customer-facing touchpoint incorporates building trust and rapport .
Most patients spend time researching practitioners and then shortlist a few before making a final decision . However , if you and your team exceed their expectations in terms of service , results , and experience , you will have the opportunity to gain a long-term , loyal patient . Further , this will most likely be a valuable wordof-mouth advertiser of your practice .
Your patient database is the most valuable asset within your business , and it is essential to leverage opportunities to engage with your database to yield dividends to your practice .
Also – consider how to leverage the support and initiative of your team to further enhance this . As a practitioner , always take time and make the effort to review your patient lists and discuss with your team how to make each person feel valued , special , and significant to your practice . Simple things like segmenting your database , grouping patients , and personalizing mailings , as well as remembering personal yet memorable details about each patient , will strengthen rapport and loyalty .
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