Aesthetic clinic ends festival discounts and recovers its margins
The problem. An aesthetic clinic ran a discount for every festival, every season and every slow week. Enquiries spiked during offers and died in between, patients learned to wait for the next sale, and margins kept shrinking.
What we did. We ended every discount and limited-period offer and built one written fee sheet that everyone quoted from. We added value instead of cutting price, with an aftercare kit and an extra review visit in every plan. The front desk got one simple line for every patient who asked for a discount.
The result. The bargaining stopped, the patients who came in were more serious, and the clinic's margins recovered.
From Good Doctors Go Broke, Chapter 4
Aesthetic clinic keeps EMI conversions and wins back its margins
The problem. An aesthetic clinic had offered no-cost EMI on everything for months without realising the lender's fee was coming straight out of its margin. When we ran the numbers, some plans were barely profitable.
What we did. We built the financing cost into the pricing. No-cost EMI stayed only where the margin could carry it, with standard EMI everywhere else.
The result. The clinic kept the conversion benefits and got its margins back.
From Good Doctors Go Broke, Chapter 10
Aesthetic dermatology clinic's YouTube library sends in better-informed patients
The problem. A premium aesthetic dermatology clinic had a polished Instagram, but patients still arrived with the same basic doubts at every consultation. Short videos got attention but didn't build enough trust for high-value treatments.
What we did. We built a long-form YouTube library, with each video answering one question patients asked before booking. Every video was titled the way patients actually search and cut into short clips for Instagram.
The result. Patients started coming in having already watched the videos, with far fewer basic doubts and far better questions.
From Known Doctors Get Booked, Chapter 2
Aesthetic clinic converts by showing proof that matches each patient
The problem. An aesthetic clinic had a gallery of stunning results that wasn't converting. Patients said none of the results looked like them.
What we did. We rebuilt the proof library and organised it by the patient's concern, age group and skin type. The team was trained to show two or three similar cases instead of the ten most impressive ones. We added the doctors' training, memberships and conference talks to the consultation room and the written plan.
The result. Patients finally saw someone like themselves in the proof, and believed the result was possible for them too.
From Known Doctors Get Booked, Chapter 3
Fresh weekly creatives bring aesthetic clinic's Meta costs back down
The problem. An aesthetic clinic had one ad that worked brilliantly, so it ran it for a whole year. As the cost per lead kept climbing over the last few months, they decided Meta had stopped working.
What we did. We built a weekly routine of three to five new doctor-led videos, with every script pulled from their patient map. We let the data pick the winners and retired every ad the moment it got tired.
The result. With fresh creatives coming in every week, costs came back down and stayed there.
From Known Doctors Get Booked, Chapter 8
Premium aesthetic clinic's patients arrive informed after pre-consultation videos
The problem. A premium aesthetic clinic's consultations were long and repetitive, with the doctor explaining the same basics to every patient, every day.
What we did. We built a long-video library answering the questions he answered most often. We started sending the right video to every new enquiry on WhatsApp before their consultation.
The result. Patients began arriving already informed, and consultations skipped the basics and moved straight on to the patient's own case.
From Known Doctors Get Booked, Chapter 10
Client stories are composites. Names are left out, and each story combines details from more than one practice, with some details changed, to protect privacy.
