Findings reveal most aesthetic practices lack necessary resources and tools to grow
AUSTIN, Texas—August 2, 2018—eRelevance Corporation, the leading provider of consumer engagement services for small- to medium-size businesses (SMBs), today announced the release of Patient Engagement for Growth: Aesthetic Practice Marketing Perspectives and Priorities.
The report—based on survey responses from nearly 150 U.S. aesthetic practices—examines the challenges and solutions related to patient engagement, and how practices can drive cash-based consumer demand while lowering advertising costs and improving marketing lead conversions.
“While quality patient care is always the necessary foundation of a successful aesthetic practice, long-term practice growth requires an understanding of sophisticated patient engagement,” says eRelevance Co-founder and CEO Bob Fabbio. “Nearly all survey respondents indicated that providing great patient care is very important, but this study asks the question: How are today’s aesthetic healthcare practices maintaining the highest levels of patient care while meeting business growth goals? For aesthetic practices, sophisticated patient engagement translates into sophisticated marketing.”
While several notable themes emerged from the data, two key takeaways include:
Most aesthetic practices lack the time, expertise and tools for the sophisticated marketing necessary to meet their goals for growth.
- 68 percent of respondents said they either don’t have enough marketing expertise or don’t have marketing expertise. Yet, only 18 percent said they outsource their marketing to experts.
- 80 percent of practice staff surveyed said lack of time and marketing expertise were their biggest challenges.
Stopping revenue losses from unconverted marketing leads is important to practices, but the staff responsible for following up on these leads feels ill-equipped to do so effectively.
- When asked if their staffs are challenged to effectively follow up on the marketing responses, 43 percent of aesthetic practice key decision makers surveyed said they don’t know. Yet, data show that practices make, on average, only .8 attempts to follow up on marketing requests—less than once per lead.
- Only 8 percent of respondents said the tools they currently use to track follow-up are very effective.
“There’s lots of good news in this report. Aesthetic practices are leveraging social media and finding avenues of outreach to engage patients more than ever before. The challenge is to find the solutions that will help practices meaningfully follow up on leads in order to engage and convert potential and one-time patients to life-long clients,” says Modern Aesthetics Editorial Director Paul Winnington.
Download the full report to view more comprehensive study results here.
About eRelevance Corporation
With the vision to forever change small businesses, eRelevance is pioneering the delivery of big-company consumer engagement to small business as an affordable, turnkey service. eRelevance’s game-changing suite of tech-powered engagement services powers the growth of more than 1,300 small- to medium-size businesses—driving more demand from customers and prospects, lowering their advertising costs and improving lead conversion.
Privately funded and based in Austin, Texas, eRelevance has been recognized locally, nationally and internationally with awards for its breakthrough innovation, including Red Herring 100 North America and Global awards, Entrepreneur magazine’s Best Entrepreneurial Companies in America, and the A-list of Hottest Startups, presented by the Greater Austin Chamber of Commerce and South by Southwest. For more information, visit erelevancecorp.com.
About Modern Aesthetics
Modern Aesthetics is the source for expert advice on patient care and practice development for cosmetic surgeons. With content by and for clinicians, each edition offers unique perspective and insight regarding the latest developments in aesthetics—from skin care to advanced procedures—and strategies for clinicians to successfully incorporate them into practice.