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Saturday
Mar312012

The Very Best Bang-For-Your-Buck Cosmetic Marketing: Waiting Room Video

medical spa waiting room videosVideo marketing to patients in your waiting room the single most effective way to educate your patients about your entire offering and drive more sales.

Waiting room video marketing educates and informs patients that are already inside of your clinic about all of your treatments in a way that generates interest and sales without pushy hard sales tactics. In fact, its the best ROI marketing I know of since it's usually a one-time flat fee to get set up and running.

If you're not already using video in your waiting room you're missing the easiest and most effective way to increase every business metric you should care about; patient satisfaction, referrals, and revenue. Educational marketing in to your existing patient base has been proven time and again to be one of the very best ways to increase referrals (new patient traffic) and create additional and add-on sales (revenue per patient).

Take a look at this demo video from Frontdesk (one of our Select Partners) that demonstrates how waiting room video marketing works and imagine just how effective it could be for your clinic. 

View more Frontdesk waiting room videos for cosmetic clinics

There are all kinds of industrys that are already using video marketing in their waiting areas since they've been proven across all verticals to increase sales and customer satisfaction with wait times. Videos are being used in waiting areas to sell home equitly loans in banks, run real estate tours for brokers, upsell wiper blades at tire and oil change shops and educate patients about porcelain veneers in dentist offices. In fact, waiting room video marketing is so effective AutonetTV launched an entire TV channel just to broadcast into automotive center waiting rooms. So where are you?

In the most recent Medical Spa MD Physician Report, physicians running cosmetic clinics were asked what kind of marketing is most important in generating sales and if they're already marketing to patients in their waiting room. Here's what they told us.

What do you consider to be most important to generate revenue/sales for your practice?

waiting room video marketing

How are you currently marketing in your waiting room?

waiting room video marketing effectiveness

(To be honest I think the the numbers here are a little off and that both of these questions should have and even more direct link to internal patient marketing and waiting room marketing.)

What's really interesting about this is that patients that are sitting in your waiting room are actually looking to be sold to, but you're probably doing a pretty poor job communicating to this captive audience. Most clinics have some brochures that are provided by technology providers or injectable reps, and you might have a flyer or two, but video marketing moves your marketing to an entirely new level. Look at that second chart; 25% of responding physicians indicated that they're using video marketing in their waiting room and that they're 'killing it'.

(Note: I don't believe that 25% of all cosmetic clinics are already using waiting room videos. I think that our responding physicians are skewed towards a much more proactive and business savvy group than the average and that accounts for the seeminly high percentage.)

Effective waiting room video marketing does 3 critical things immediately:

  • Reduces perceived wait times for patients. (Increased patient satisfaction)
  • Educates patients about additional treatments, services, or offers. (Increased referrals)
  • Generates questsions about other treatmens and services. (Increased revenue per patient)

Reduce perceived wait time for your patients.

Have you ever actually had to sit in a waiting room with nothing to do but contemplate your navel? (If you're a physician you probably haven't had to sit in another doctors waiting room but imagine yourself at the DMV.)

Putting a great video in your waiting room gives your patients something to watch and minimizes the perceived wait, making for happier patients even before they get into the consultation or treatment room.

Educate your patients while they wait.

All of your patients are stuck in your waiting room for at least a little while if only to fill out paperwork. You're missing an opportunity if you're not educating them about all of your services and treatments while they're at their most receptive. 

Patients who know what your entire offering is are more likely to ask questions about additional treatments and think of friends and family that might benefit from them, increasing your referral rate.

Increases revenue per patient immediately.

medical spawaiting room video marketingUnlike most forms of advertising, great waiting room vidoes can boost your revenue immediately without any additional activity or cost by generating questions about additional treatments that your staff can answer without any hard-sell tactics, making both your staff and your patients more comfortable. You're moving the conversation from one that's initiated by you or your staff and that raises your patients buying barriers, to a conversation that your patient initiates. It makes up-selling and cross-selling easy.

Patients don't want to be sold, but they do want to buy. Treating them to a beautifully crafted and entertaining marketing message while they're already inside your business helps them do just that.

If you're interested in increaseing your revenue per patient right now or you just want to learn more, you can take a look at some more waiting room DVDs and videos here.

Reader Comments (7)

I respectfully disagree with this article. After 5 years of owning a cosmetic medical practice - it was obvious that NEW clients were the most important source of revenue. And yes - we even had a powerful & professional waiting room video. It doesn't mean that we ignored our existing clients. In fact we targeted them heavily with email marketing strategies, special offers, membership programs, and more. But still - in the final analysis, when we tracked where the money was coming from monthly - ....drum roll....New patients constantly represented 60-80% of revenue. This is a nuance that is true for many small service based businesses - nearly %70 of your monthly revenues comes from NEW clients. For example: If you have a signage company - how many times are your customers going to buy that $10k new sign for their store front? Once. A stucco company - same thing - how many times are you going to have your home stuccoed? Once - if it's done right. A Medical Spa is the same.

Think about it. Let's say a new patient walked through your doors and wants X cosmetic procedure. The service value is $4000 or - insert your own NEW client value here - . They have the procedure. They are thrilled with the result. Now what? Perhaps true surgical practices are different - but we found that once a client fixed the ONE big thing that really bothered them - we could count on them for a facial or perhaps a little hair removal and Botox from time to time. And what's that worth? $200? Clearly NEW patients were where the money was. We've since sold our practice - but loved every minute of it - especially meeting all the wonderful clients and patients - many of whom are still dear friends.

Warmest regards,

Rainmaker.

Hello Rainmaker,
I'm going to respectfully disagree with you. The point of this post is that using high quality video in your waiting room is the best bang-for-the buck marketing that you can implement. I'm in complete agreement. It is.

(I'll take all of your numbers and percentages at face value but I will point out that the medical spa that you're referring to is clearly on the non-surgical, laser hair removal and Botox side of the median. I'll also interject here that I have experience in both four clinics that I was a partner in with a monthly marketing budget of $70k+ as well as having personal access to dozens of other clinics and spoken about this topic with many, many other physicians since this is a point of at least passing interest to most of us.)

First, I'll have to take issue with your definition of NEW patients. I'm guessing that you're referring to a patient that had not ever been treated at your location before. Fair enough, but you're not saying where each patient came from. Who are your patients referring and where are they learning about your services? My bet is that a fair number of your new patients were actually referrals from existing patients. If you are aware of anything in marketing it should be that acquiring a 'cold' new patient is much more expensive than getting one via a patient referral... by a lot. Patient referrals are like compounding interest, a small bump can yield dramatically increased results.

I also love it when people make claims like 'I've tried everything' and 'we did that to but it didn't work'. If you were using video marketing in your waiting room and not realizing any results then either; your video wasn't effective because it really wasn't 'powerful and professional', or, you weren't measuring your ROI accurately. (sorry)

Secondly, in your comment you state, "we could count on them for a facial or perhaps a little hair removal and Botox from time to time. And what's that worth? $200?". Hmmm... this sounds a little light to me if you're looking at physician based practices. I know that our average ticket price is North of $400 and that includes all of the fluff spa stuff (We offer some facials, mostly as a freebie, or for IPL or other patients.)

Last, the point the post is making is that waiting room videos are the best bang-for-the-buck, not that they will replace print or television. Spending $50k drove a lot of new patients... but it cost $50k each and every month. (I would much rather have a patient referral from my video than spend $500 to get a new one in.)

Our waiting room videos were a one-time purchase that increased sells and referrals immediately and consistently without any additional cost. They are easily the best per marketing dollar I've ever spent. (If you've ever dropped $3,5000 on a yellow page ad you'll know what I mean.) If you're looking at bangforthebuck, my waiting room videos all paid for themselves within days and just keep on working without any additional cost. I can't think of anything other than my website that does that.

If you don't have one or aren't using one effectively, you're leaving money on the table.

03.27 | Unregistered CommenterDermgal

I'll have to agree with Dermgal on this... although I don't have a video yet, we're going to get one up. It seems to make sense and the price is negligible compared to our other ad costs.

03.27 | Unregistered CommenterCutter MD

Does anyone have any studies/metrics on what each type of advertising brings in or how effective it is? I'm just entering the market and I can see that this type of info would be helpful. Obviously, from reading other posts, Yellow Pages are dead and the web is in.

03.27 | Unregistered CommenterGoudyDO

@Cutter MD, thank you. @GoudyDO, If you find this, please post it. For myself I've found that there's clear differentiation between best bang for the buck and the best in terms of absolute dollar spent. I would reiterate what I said above; that waiting room video marketing is probably the best bang for the buck, (email is good too) but you're going to have to have some real dollar spend to get new patients. Things I would rate as best for marketing to NEW patients include:
Best for new patients: Facebook, SEO,
Acceptable for new patients: Print, postcards (direct mail)
Not worth doing: Radio
Worst per dollar: Yellow Pages
Happy to hear other's thoughts.

03.28 | Unregistered CommenterDermgal

Ruckermd.. Have followed this thread with interest because I have personally tried every marketing approach under the sun. Currently have a Plastic and Reconstructive Practice for the past 25 years with an attached medispa with 7 employees. Will probably try video marketing but don't see it producing the results that I see mentioned here. I envision utilizing this as a good educational tool to enlighten clients of other services available at my clinic. Have tried Ads..stopped; Radio.. stopped. My mix is currently the internet 30 to 50% of budget (full social media, three webpages, some pay per click). The rest of the budget is a educational small magazine that focuses on women's health issues with contributions from other physicians in the form of articles relative to this subject.(circulation 80,000) It is produced quarterly and it has been by FAR my best ever marketing tool. 1. I control content 2. promotion of practice and medispa 3. Education materials for general public. Drawback .. preparation, distribution, cost. Hired a full time in house marketing specialist (they are cheap) to pull everything together. 5 yrs ago cosmetic/reconstructive 50/50 now 80/20..

A great waiting room video is absolutely the best bang for the buck. For one thing, it's evergreen. You buy it once and - unless you need to update it for some reason - you just run it. You don't have to pay every month and it brings up conversations about treatment modalities to a captive audience. Certainly far more than anyone would be comfortable cramming down a client/patient's throat in a consult.

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