Keeping Patient Engagement in a Time of Physical Distancing

It can't be said enough that this is an unprecedented time. Typically the business of cosmetic enhancement, be that surgical or non-surgical, will not only weather tough economic times but quite often we see a surge in the demand for our services when times are tough. Despite being a luxury item, many consumers will forgo the expensive dinners and vacations for the feel good and look good services offered by their trusted medical professional. In a downturn economy, quite often there is a higher demand for medical aesthetic services as people compete in the work force for jobs and want to look younger and fresher than the competition. The escalation of divorces through hard times also lends to the need for appearance enhancing services with the boost in the dating market. How is this situation so different?

Physical distancing. Two words we don't use in our industry. On any given day we can see and touch upwards of 20 patients and numerous staff. We spend our days performing services that are not only in close proximity to the the patient but often we are greeted by a hand shake or a hug. Our services are very personal and therefore we establish a close relationship with our patients so physical distancing is unnatural. Layering in to this situation many of us are in a state, province or country that is in quarantine or lockdown. We can't do what we do best but that doesn't meant that you can't continue or extend that patient physician connection from the comfort of your living room. Here's some suggestions how.

Like you, patients are at home. They have their kids, spouses, dogs, cats, endless chores and many of them are still working remotely. It's a complex and busy time so a welcome break can come from you, virtually.

Webinar / Webcast

Performed from your living room, garden, home office or kitchen connecting with patients via a live webinar is easy, takes only about 15-30 minutes and can be video or slide show style. When thinking of content look outside of your procedures as well. Perhaps a colleague offers complimentary services for example, if you are a dermatologist, perhaps your friend is a cosmetic dentist and can hold a webinar discussing enhancement of the smile and you can perform a webinar for her patients on skin rejuvenation. Perhaps you have a local celebrity patient that can teach your patients something new and interesting such as a nutritionist that can teach the basics of a good diet or a well known chef that can teach a special dish to make. Think about enlisting the help of your suppliers as well. Skincare and medical device companies are often more than happy to support you by giving you content to share or even help you with the technical side of things like what software to use and how to invite the guest list. Don't forget, your webinars can be saved and used as on-demand webcasts later on.

Zoom Consultations

I have to admit, I'm not the biggest fan of video consultations for patients you have never met face-to-face. I still firmly believe there is nothing that can replace a well performed in-person consultation. However, to offer video consultations to patients you already know can be a fun way to keep them engaged and up-to-date on the service offerings you have available. You can offer them on specific days like Tighten Up Tuesday or Freshen Up Friday. During the consultation you can offer at home advice for patients to continue with their care while in their homes.

Social Media Live

There are a few live platforms that work well for these type of events. Facebook and Instagram are particularly useful tools to stream something live. What can you offer live? Maybe a tutorial on home skincare routines or even something personal you want to share such as your extraordinary garden and cultivation skills. Patients are curious about you so feel free to share topics you find interesting.

Social Media Posting QA

Social media can be a great tool for posting questions and answers. Doing this carefully and with a spotlight on specific services to topics is the key to a successful post. Unless you don't have a business page, I would avoid posting a QA on your personal account since this could lead to patients asking diagnosing questions. Having your QA post on your general business account page allows you to have your whole team engaged in the QA process. Themed days and specialized or focused posts are good ways to target in on the questions that are good to answer on social media. A blanket "what's your concerns" may lead to either very personal posts (aka TMI) and questions that simply aren't appropriate for electronic communication. An example of targeted posting QA would be "Ask About Facelifts, your Questions and Concerns Answered". Post an immediate reply post that states "direct medical diagnosing or prescribing will be conducted in the clinic in-person". This will be the first comment patients see and is likely to reduce the chances of an inappropriate diagnosing or prescribing post. With QA social media posts you can also attach any electronic forms of brochures you have and area permitted to share.

There are so many ways to stay top of mind with your patients as they #stayhome. Keeping in touch using the electronic tools you have available to you is the upside to having a pandemic like this occur when we have so many options widely available to us. Although you could charge for many of these touch points, the goal is not to make money but to preserve the connection with your patients and add value to their time at home.

If you like this post, thumbs-up and re-share! All comments and questions are welcome. Feel free to reach out to me, I am @home and happy to assist.

In health,

Tracey