A Guide to Uncovering High-Value Cosmetic Candidates Already in Your Practice
Now that we’ve covered the basics of Patient Lifetime Value (PLTV) in our last blog post, your focus has probably shifted towards practical strategies for increasing it using resources already at hand. Turns out, substantial practice growth often originates from more effectively serving existing patients. This post explores how your current Practice Management (PM) system serves as an indispensable tool for identifying patient’s prime for cosmetic services, a key strategy for boosting their overall lifetime value.
For Practice Administrators trying to maximize PLTV, identifying cosmetic opportunities within the PM system might seem complex, but it’s pretty straightforward. The central question is “how can you systematically pinpoint PLTV-boosting cosmetic candidates using your existing PM system without losing precious time or increasing your staff's workload?” This challenge is even harder when your team is already managing a demanding schedule and a diverse mix of medical and elective services, making the idea of incorporating another task seem impossible.
This post outlines methods for uncovering your PM system's latent cosmetic potential to grow PLTV, guides you in reframing common data usage challenges, and suggests key data points useful for identifying patient cohorts whose engagement can increase PLTV, all designed to fit within the operational realities of your busy practice.
Discovering Untapped PLTV Potential Within Your Existing Patient Data
Your PM system's utility extends far beyond appointment scheduling and billing processes and functions as a rich database of detailed patient histories, documented preferences, and behavioral patterns useful for enhancing PLTV. For dermatology practices aspiring to expand their cosmetic services, this data is a veritable goldmine, holding the key to understanding which existing medical patients might be interested in elective procedures.
Despite its value, data is frequently overlooked. Several common reasons contribute to this oversight, including:
A predominant operational focus on addressing immediate medical dermatological needs.
The belief that unearthing such insights requires specialized data analysis expertise or investment in new, costly marketing tools.
The reality of existing staff operating at full capacity, which can make any new initiatives seem burdensome.
When patients who could benefit from ongoing cosmetic services, or those who exhibit a high likelihood of converting to them, aren’t identified or approached, quantifiable PLTV growth is consequentially missed. Consider, for instance, a patient receiving treatment for a medical condition like acne. This individual might be an ideal candidate for subsequent cosmetic services, like scar treatment or advanced skincare, which would increase their engagement and overall value to the practice over time.
Without a way to flag and act on these opportunities, these potentially high-PLTV patients can slip through the cracks and remain untapped because no designated individual or process owns patient follow-up.
Overcoming Common Hurdles to Leverage PM System Data For Higher PLTV
The idea of integrating data mining into a crowded daily task list can be understandably overwhelming for any Practice Administrator. However, strategically using your PM system to identify cosmetic opportunities is all about implementing smarter, automated work processes.
A Lack of Time
A primary concern often voiced is a lack of available time, yet, exploring PM system data usage for PLTV gains shouldn’t be a time-consuming project. It should instead be positioned as a targeted, time-saving initiative, particularly when contrasted with broader, less focused marketing efforts. Small, consistent efforts in identifying patient segments in your PM system can yield significant time savings and resources down the line by making your outreach more precise and effective. The overarching goal is to maximize PLTV through smarter segmentation, instead of increasing advertising spend.
Difficult Data Analysis
The perceived complexity of data analysis can also be a major hurdle. But, rest assured that the initial steps to understanding your data primarily involve logical thinking and the use of basic search and filter functions already available in your PM system. It’s fundamentally about asking the right questions and using your data to find the answers.
My Plate is Full
Using data to find cosmetic revenue opportunities is an efficiency play, not an added burden, and strategically supports higher PLTV by identifying candidates for recurring treatments and other relationship-deepening services. By identifying specific patient cohorts, you can automate future outreach efforts, make them more personalized and effective, and reduce the staff burden typically associated with generic or manual follow-up. Doing so can transform a perceived administrative burden into a streamlined and efficient automated workflow.
As a Practice Administrator, you play a pivotal role in championing a data-aware mindset in your practice, one that’s focused on strategically employing your PM system to increase PLTV. When you encourage your team to view it as a valuable growth tool, you can unlock revenue potential residing in your existing database of patients already loyal to your practice.
Key Data Points For Identifying High PLTV Cosmetic Candidates In Your PM System
Increasing PLTV into a tangible reality starts with actionable steps that use tools already integrated into your practice's workflow. Your PM system, whether it’s ModMed, Nextech, or a comparable platform, houses the essential data points required for this effort.
Here are examples of key data points and strategic ways to use your systems for identifying high-PLTV cosmetic candidates:
Demographics
Focus on specific age ranges that historically demonstrate heightened interest in certain anti-aging or skin rejuvenation treatments. For instance, patients aged 35-55 might exhibit greater receptivity to learning about options like Botox or dermal fillers.
Medical History
Identify patients whose medical histories include conditions that have common cosmetic corollaries, creating natural bridges to elective procedures. Examples could include:
Patients with a documented history of acne treatment who could be receptive to information regarding scar reduction therapies or advanced facials.
Individuals diagnosed with rosacea might be suitable candidates for laser treatments designed to manage redness.
Patients previously treated for sun damage may be open to learning about preventative skincare regimens and various rejuvenating procedures.
Past Cosmetic Interest or Purchases
Identify patients who have previously undergone minor cosmetic procedures, like a light chemical peel, as they might be prepared to consider subsequent or more advanced treatments.
Track patients who have purchased specific high-end skincare products, like anti-aging serums or retinoids, directly from your practice, as this signals an existing investment in their skin's appearance and a potential interest in additional cosmetic enhancements.
Casual Inquiries
Implement a straightforward way for your front desk or clinical staff to flag when a patient casually inquires about a cosmetic service, even if they don’t commit to booking at that moment. If those notes are diligently captured in your PM system, it can be invaluable for targeted, personalized follow-up in the future.
Putting It All Together
Use your analytical thinking skills to create simple yet high-PLTV-potential patient segments by combining these diverse data points to identify cohorts with a higher likelihood of engaging in ongoing or additional cosmetic services. For example:
Female patients aged 40-60 who have diagnosis codes related to sun damage or photoaging in their records.
Patients of any gender aged 25-45 with a documented history of acne treatment codes.
Patients who have purchased a premium anti-aging product line from your practice within the past 6-12 months.
Patients who received a one-time injectable treatment 9-12 months prior but have not yet returned for a recommended follow-up session.
Utilizing basic PM system functionality is fairly simple. Most PM systems are equipped with functionalities for basic search, filtering, and report generation. Educate your team on how to effectively use these features to query the database for the specific patient segments you’ve defined. The list building process doesn’t require advanced analytical capabilities, rather, it requires a clear understanding of what information to seek. Practices may discover that their next major revenue stream is already present in their patient schedule, subtly concealed within readily accessible data.
Turning PM System Data Into Enhanced PLTV
To reiterate, your PM system is a potent, frequently underutilized asset for pinpointing cosmetic revenue opportunities that can directly and significantly contribute to higher PLTV. The first step only requires a shift in perspective, to see beyond the routine of daily scheduling and billing and recognize the wealth of patient insights it holds. By applying simple, practical segmentation methodologies, you can effectively identify promising target audiences already present in your existing patient data, systematically enhancing their long-term value to your practice.
Growing cosmetic revenue through the intelligent use of PM system data leaves the days of isolated appointment revenue in the past and represents a modern, strategic way to increase PLTV. The best part? Using technology and automation can enhance long-term practice health and foster stronger patient relationships without overburdening your busy staff.
Summing It All Up
The point of this strategy is maximizing the value of each patient relationship by deeply understanding their individual journey and anticipating their potential needs. Always remember, a primary objective is to use automation to thoughtfully convert medical patients into loyal repeat clients for cosmetic services, which ultimately boosts practice revenue and operational efficiency.
Ready to operationalize these insights and transform your practice's approach to patient engagement? Download our comprehensive eBook, Insert Title Here, to discover how to build efficient, PLTV-boosting workflows.
Frequently Asked Questions" class="text-body-lg lg:text-heading-5 text-text-brand-primary mt-10 mb-6">Frequently Asked Questions
Question: Our staff is already operating at full capacity. How can we realistically allocate time for PM system analysis aimed at PLTV enhancement?
Answer: Initiate this process with small, highly focused efforts. Dedicate 30 minutes per week to explore one specific, high-PLTV-potential segment. Developing simple, repeatable queries is a far more efficient long-term strategy than relying on sporadic manual efforts. Once these segments are identified, advanced tools like Vital Interaction’s Smart List Engine can automate the process of building targeted patient lists by continuously scanning your PM system based on the precise criteria you establish. Vital Interaction can then seamlessly manage automated outreach campaigns directed at these identified patients, reducing the manual workload on your staff and ensuring consistent, timely follow-up to maximize PLTV.
Question: What if our current PM system appears too basic to effectively identify cosmetic opportunities?
Answer: Most PM systems, even those considered basic, offer some level of search and filtering capabilities. Begin by focusing on simple filters to identify key PLTV indicators. However, should your PM system's native functionalities prove limited, a platform like Vital Interaction can enhance your capacity to both identify and act upon these valuable opportunities. Vital Interaction integrates with over 35 PM systems , including platforms like ModMed and Nextech, pulling data to enable more sophisticated segmentation and automated, personalized outreach than your PM system might support independently. This allows you to proficiently leverage your existing patient data for substantial PLTV growth without necessitating the costly and disruptive replacement of your core PM system.
Question: How should we approach patients identified for cosmetic services to ensure we don't damage trust or make them feel valued solely for their purchasing potential?
Answer: The approach must be fundamentally educational and value-driven, meticulously designed to enhance the patient relationship rather than diminish it. While direct, in-person provider conversations are important, Vital Interaction can effectively support digital dialogue by ensuring all communications are personalized, timely, and contextually relevant . For instance, you can utilize Vital Interaction to send automated pre-visit educational content about a specific cosmetic service if a patient's record indicates a related interest, or to send personalized follow-up information subsequent to a consultation. Innovative features like provider-recorded messages or the ability to tailor messages based on appointment type and individual patient preferences help ensure that outreach feels personal and supportive, distinctly different from a generic sales pitch. This approach builds enduring trust and reinforces the perception that you’re offering valuable solutions, which are foundational elements for cultivating high PLTV.