Lately (and honestly, all year round), we've been talking with clinic owners and listening to feedback from consumers through the DGH.agency team who are always on the ground at clinics. There's one interesting issue being discussed and questioned, which is: "Do clinics owned by doctors not push courses?"
The old belief that 'choosing a clinic run by a doctor is safe, not sales-focused, and more comfortable than dealing with salespeople' has turned into a drama where many complain, 'Doctors sell even better than salespeople,' or 'I spent almost a hundred thousand just out of politeness.' Today, I want to invite everyone to deeply analyze this issue: what's happening in the examination room, and how can we find a balance between 'medical ethics' and 'business'?
Authority Bias Trap
Why do patients feel worse when a doctor sells to them compared to a salesperson? The answer lies in the psychology behind it. When a patient walks into a clinic and meets a salesperson, they have a defense mechanism: 'This person is a salesperson.' But when they meet a doctor, that defense is lowered because patients trust the 'professionalism.'
That "A doctor lying to sell and pushing unnecessary treatments is scarier than a salesperson." This reflects that when trust is converted into sales, patients feel a more intense sense of betrayal than usual because they expect medical advice, Not a price quote.
From the patient's perspective, the money is in their pocket. They need to be strong and dare to refuse. But in reality, politeness towards the doctor often wins, until they leave the clinic with a credit card bill already swiped. The feeling of 'not okay' then explodes afterward. (It sounds impossible, doesn't it? How can someone take my money?) But believe me, it really happens.
The Other Side of Frustration (Doctors'): The Fine Line Between 'Good Intentions' and 'Upselling'
Let's look from the perspective of the doctor-owners. I understand that many of you don't intend to 'upsell,' but as owners, you naturally want to see the 'Best Outcome' on the patient's face.
This is the dilemma that many doctors have confided in me.
- If they don't recommend: Patients accuse the doctor of not being skilled, unable to see what needs to be fixed.
- If they recommend in detail: Patients accuse us of selling and wanting to hit targets.
- When the truth about the budget is told: Patients say they have no budget. When asked what they want to do, they say they want the 'best'.
- When offered the 'best': They say the budget is insufficient and ask to try a small treatment.
- When a small treatment shows no results: They blame the clinic for being bad, the products for being fake, and the doctor for being unskilled.
It turns out that no matter how we act, we can always face drama. Even weather, traffic jams, or cool air conditioning can be blamed on their feelings towards the doctor. This is the pressure that clinic-owning doctors have to bear.
Shift from 'Selling' to 'Consulting' with sincerity.
The clinic that survives both in person and behind your back is: “Choosing the right customers from the start.” To solve this problem, I believe we need to adjust our communication mindset. Our job is to make patients feel they have 'options', not 'obligations'.
- Always ask about the budget first: Asking about the budget is not a bad thing; it's a sign of sincerity that we want to design a treatment that best fits their pocket.
- Offer 3 levels (Good / Better / Best): Instead of only offering the top-tier option, try offering choices based on results and budget. Clearly explain what results to expect with a smaller budget to manage expectations from the beginning.
- Separate 'Must Have' from 'Nice to Have': Tell patients directly which issues are critical and need immediate attention, and which are enhancements that can wait. This honesty will win patients' trust in the long run.
At DGH, we want to say:
Running an aesthetic clinic business today, sincerity is the most valuable currency. Being a doctor-owner is a huge advantage, but don't use that credibility as a tool for hard selling.
Use your knowledge and expertise to 'educate' and 'present options' for patients to decide for themselves. When patients feel they made the choice, not that they were forced, they will return to you without you having to try to sell. Most importantly, they won't post negative reviews on social media because it was their own decision.
For any clinic owners facing this problem, I and my team dgh.agency are ready to provide consultation to adjust your image and communication strategy for sustainable clinic growth. (An indie agency that accepts no more than 10 clinics per year) Yes
