Every new patient that walks through your door is worth thousands of dollars–even if they only come in for a $500 tox injection.
The secret to turning a $500 patient into a $10,000 patient?
Book your patient for a second appointment during the first appointment.
Turning new customers into repeat customers will grow your practice faster than focusing on new customers alone.
Repeat customers spend more money more often than new customers–even a 5% increase in customer retention can increase a company’s profits by over 25%.
Retaining customers is also more cost-effective. It costs 5x more to acquire a new customer than to keep an existing one.
Here’s how to nail the rebook, secure that second appointment, and put new patients on the path to becoming reliable repeat business.
Bring it up at the right time.
The perfect time to plant the seed about rebooking is during your patient’s tox injection or laser treatment. During this time, you’re getting to know your new patient. You’re probably asking them about their day, their family, what they do for work, or their favorite TV shows. Your patient has warmed up to you, and you have their full attention. They have time to listen and absorb what you’re saying.
While the end of the appointment may feel like a natural time to bring up their next appointment, their attention is elsewhere by that point. Your patient is already thinking about the next part of their day–picking up the kids from school or grocery shopping on their way home. If you wait until the last minute, they’re more likely to push off booking so they can move on with their day.
Make it easy to say yes.
The way you phrase your request is just as important as the timing. Instead of asking patients if they’d like to book another appointment, ask, “When is the best time for you to book your next visit?” By implying that they are coming back, you make it easier for them to confirm that they will.
Another approach that encourages booking is making it clear that your calendar fills up. Emphasize that they should schedule in advance if they want a specific day and time.
You can also use upcoming holidays or busy seasons as motivation: “You know how crazy things get in December! My schedule fills up fast, so it’s probably best to book your next appointment now.” Reassure them that they can always reschedule if needed.
Above all, let your genuine care for your patients shine through. Communicate that this is their “me time” and that booking an appointment is an act of self-love. Having something on the calendar is a great reminder of their commitment to themselves no matter what else is going on in their lives.
Team up with your front desk.
You brought up rebooking in the treatment room; now, let your front desk seal the deal. Train your front desk staff to ask patients when they want to come back during checkout. The more convenient you make it for patients to rebook, the more likely they are to stick with their treatment plans so they can look and feel their best.
Emphasize that rebooking is your professional advice.
You and your patient likely agreed on a treatment plan during their initial consultation. Reference that treatment plan in your conversation about rebooking. Make it clear that to achieve or maintain the desired results, they’ll need to come back regularly.
You can say, “Let’s get you back in six weeks to make sure the effect lasts,” or “My tox patients concerned about forehead lines see the best results when they come back every six weeks. Six weeks from now is January 8th. Do you prefer mornings or afternoons?”
Demonstrating your knowledge of the treatment and how to get the best results inspires confidence and trust. You’re the expert, after all, so they’ll value and appreciate your professional advice.
These tips are a great place to start when it comes to increasing the number of first-time clients who return to your practice. Still, every practice and patient population is different. Experimenting with the exact timing and wording of your ask will help you find the best rebooking formula for your practice.
