The Art of Attraction: Building Patient Volume for an Independent Fellow Clinic in Year One
The purpose of this abstract is to share the strategies implemented during the inaugural year of an accredited aesthetic plastic surgery fellowship to build patient volume and establish the fellow’s clinic as a vital part of a thriving private practice. This fellowship faced unique challenges due to its novel status and lack of an established framework for integrating the fellow into the practice and community. Our aim was to create a sustainable model for attracting patients while simultaneously providing the fellow with valuable experience and fostering practice growth. Emphasizing long-term sustainability, these strategies aimed to build awareness in the community, establish relationships through follow-ups, and ensure growth for future fellows.
Methods/Technique:
A multi-faceted approach was employed to attract patients and build volume for the fellow’s clinic including competitive tiered pricing model, virtual consultations, and targeted procedures.
Competitive Tiered Pricing Model
To incentivize consultations and bookings, a tiered pricing model was introduced. The fellow’s fees for procedures, such as breast augmentation, were set below those of the other surgeons in the practice. This approach made aesthetic procedures more accessible to a wider patient demographic while still maintaining profitability.
Cost-efficiency was prioritized when selecting surgical materials and medications. For example, the lowest available costs for breast implants and adjuncts like Exparel were utilized without compromising quality.
In cases where finances were a constraint for a patient, combination procedures were offered. The fellow performed one procedure at a lower rate while a senior surgeon handled another at a different tier, making treatments more affordable for patients and providing great learning opportunity cases for the fellow.
Introduction of Virtual Consultations
New to our practice, virtual consultations were offered exclusively for the fellow clinic. No other surgeons in the practice provided this service, creating a distinct point of differentiation. Virtual consultations allowed patients greater convenience and accessibility, leading to a significant increase in consultation with conversion rate being similar to that of in person consultation.
Marketing of Low-Cost Procedures
Targeted marketing efforts were directed toward low-cost, high-impact aesthetic procedures such as laser resurfacing. These procedures required minimal investment from the practice while allowing the fellow to gain valuable hands-on experience. Furthermore, they served as an entry point for patients who often expressed interest in additional procedures following their initial treatment.
Marketing campaigns for laser resurfacing, tiered pricing, and virtual consultations were integrated into the practice’s social media platforms and digital outreach as well as consultations for other facial procedures when appropriate.
Results/Complications:
Increased Patient Volume and Case Conversion
The competitive pricing model resulted in an increase in consultations and bookings, particularly for high-demand procedures such as breast augmentation. Patients appreciated the affordability and quality of care offered by the fellow.
Virtual consultations proved to be a valuable addition, with conversions to booked cases as well as experience in consultations for the fellow. Younger patients, in particular, gravitated toward this option, as it provided a convenient and cost-effective entry point for aesthetic care.
Diverse Procedural Experience
Marketing efforts around low-cost procedures like laser resurfacing allowed the fellow to gain hands-on experience across a range of aesthetic treatments. These initial procedures often served as a gateway for patients to explore additional surgical options, potentially enhancing the fellow’s caseload diversity.
Minimal Complications and Strong Safeguards
The fellowship clinic maintained an excellent safety profile with no significant complications reported. Fellow cases were carefully reviewed with attending surgeons prior to scheduling, and attendings were available or actively participating during all cases and procedures.
Steady Growth Over Time
Consultation numbers showed slow but consistent growth following the implementation of these strategies. Completed cases allowed for the use of before-and-after photos in marketing materials, further increasing patient interest. This growth is expected to benefit future fellows, as consultations initiated during the inaugural year may result in follow-up appointments, staged procedures, or new referrals.
Conclusion:
The strategies employed to build patient volume for the independent fellow clinic during its first year proved effective. Competitive pricing, the introduction of virtual consultations, and targeted marketing of low-cost procedures all contributed to increased patient engagement and procedural experience for the fellow. Integration into the consultation process and strong safety measures further enhanced the fellow’s training and patient satisfaction. These approaches not only supported the fellow’s professional development but also positioned the clinic for long-term sustainability by building community awareness and establishing a foundation for future fellows to thrive. This model provides a valuable framework for other practices launching similar fellowships and underscores the importance of innovation and adaptability in building successful training programs in aesthetic plastic surgery.