Consultative Mastery in Aesthetics

In the fast-paced world of aesthetics, a secret weapon separates the good from the great - consultative mastery. 

With nearly two decades of industry expertise, Suzie Hoitink, business coach and industry leader, recently shed light on the power of effective consultation and treatment planning with Fresh Members. 

Suzie ventured into the cosmetic industry with Clear Complexions Clinics, the first initiative of its kind in Australia. "We started with very humble beginnings, a 60 square meter clinic," Susie recalled. The initial focus was treating conditions like acne, rosacea, and melasma. However, as the industry evolved, so did the clinic's services, expanding to include treatments for patients seeking anti-aging solutions.

Clear Complexions grew exponentially, boasting six clinics by 2017, with over 70 staff members, mostly nurses and doctors. This success story proves the significance of structured consultation processes and effective treatment plans. It isn’t just about having the best technology or the fanciest treatments; it's about understanding your customer’s needs and using systematic processes to ensure every patient leaves satisfied. 

"The difference between a good clinician and a great clinician is actually their consultative skill," Suzie asserts. She highlighted that while clinical skills are essential, the ability to connect with patients and understand their needs is the true differentiator among competitors. 

Understanding Your Patients

Suzie identified two primary patient groups in the aesthetic industry: needs-based patients and wants-based patients.

• Needs-Based: These are individuals with problematic skin conditions, seeking control over their skin health. They are educated about their conditions and expect you to be equally knowledgeable
• Wants-Based: This group is focused on anti-aging and can be further divided into three subgroups:
  Preventers: Typically younger patients wanting to get ahead of the aging curve
  Preservers: Often perimenopausal women noticing significant changes in their skin and wanting to maintain their appearance
  Reversers: Usually older patients aiming to restore aspects of their youth
  

Understanding these demographics allows you to tailor your consultation and treatment plans more effectively. 

Consistency is key to creating a loyal patient base and achieving positive clinical outcomes. Suzie introduced the concept of the "prescriptive cycle," a systematic approach to treatment planning that ensures every patient receives consistent care.

The Prescriptive Cycle Breakdown

1. Seeding the Need: During consultations, it's important to mention potential treatments subtly. "Seeding the need is about saying... well if we are treating around that crow's feet area... I think you should start using a vitamin B3 or a vitamin A eye cream as well," Suzie explained
2. Comprehensive Assessment: Suzie's method of assessing a patient involves the 6-4-2 rule: six areas of wrinkles, four areas of volume, and two areas of skin. This thorough assessment ensures no aspect of the patient's skin condition is overlooked. "If you see it, say it.”
3. Treatment Phase: "Full prescriptions every client, every time" is Suzie's mantra. She believes in providing detailed treatment and skincare plans. "Our duty of care is to provide results safely... but also to give our expert advice.”
4. Five-Minute Reviews: Regular reviews can help maintain the efficacy of treatment plans. Suzie highlighted the importance of accountability, stating, “See patients every three months... to assess the treatment and skincare ensuring that I'm accountable for those results."
5. Review and Replan: At the end of the three months, conduct a thorough review and create a new treatment plan

To achieve this approach, certain tools and processes are important to consider:

• Standard Operating Procedures (SOPs): Detailed guidelines for every treatment ensuring every clinician performs procedures uniformly
• Clinical Pathways: Specific treatment and skincare prescriptions for various conditions, aligned with a three-month treatment plan
• Treatment and Skincare Plans: Personalised plans detailing the treatments and products for each patient

Overcoming Common Challenges 

One of the toughest challenges in this industry is handling patient objections, whether about time, cost, or skepticism. Suzie provided a simple yet effective strategy: the open-ended question. When a patient voices an objection, respond with empathy and an open-ended question, such as, "I understand. What can you do?" which opens the door for patients to express their limitations and find workable solutions.

Tactics to Increase Conversion

• Stress Accountability: Emphasise that you will be assessing results and are accountable for their success
• Risk Reversal: Ensure patients know they can come back if they are not 100% happy with the treatment or skincare products
• Utilise "I" Statements: Position yourself as the expert by using statements like, "I need you to use this product for the best results."

Metrics such as consultation conversion rates, average appointment values, and patient retention rates should be monitored to gauge success. Clinics that have adopted these strategies have seen significant improvements in these areas, demonstrating the efficacy of a well-implemented consultation and treatment planning process.

By mastering the art of consultation, implementing systematic processes, and effectively managing objections, clinics can improve patient outcomes and drive business success. As Suzie’s insights revealed, it all starts with a conversation - a conversation that can turn a one-time visitor into a lifelong client.