I want you to think about your core patients: Who are they? Where do they live? What activities do they participate in? Where do they work? Marital status? Free time? What is their family income?
It’s important to know who wants the services you provide. Don’t try to guess; look up the most current cosmetic plastic surgery statistics.
The ASPS (American Society of Plastic Surgeons) and ASAPS (American Academy for Aesthetic Plastic Surgery) are both great resources.
Their statistics also break down who does what procedures by sex, ethnicity, age and location.
Now that you’ve thought about who is going to be your patient, try and think about what is unique about them.
You want to think about a niche that you can focus on. It may be stay-at-home moms, people who have personal trainers, or people who work downtown and pass by your location on the way to work.
A good exercise is to come up with three or four buyer personas. For example:
Executive Evelyn: Working woman, climbing the corporate ladder, focused on her career, age 40-55, kids are independent (tweens or teens), and signs of aging are starting to occur.
Wants: soften wrinkles with botulinum toxins, targeted fat removal, skin tightening around the neck, skin rejuvenation with microdermabrasion, micro-needling, professional skin care, chemical peels and makeup.
Travelling Travis: Male, age 40-55, sales executive, on the road 15-20 days/month, 20-40 lbs. overweight.
Wants: weight loss, targeted fat removal, and soften wrinkles in forehead (botulinum toxin injections).