It goes without saying that people who are considering cosmetic surgery want a great result. They also want a good deal especially during the economic downturn. A surprising number of Americans are taking advantage of coupons and daily deal sites for these kind of price breaks.
According to a new Harris Poll, 9% of women ages 18–44 said they’ve used a coupon or daily deal to help pay for a cosmetic procedure. Of those who haven’t, 31% said they would consider it, along with 23% of men in the same age bracket.
The popularity of coupon and daily deal use has spread from products and basic services to a variety of medical procedures,” says Jackie Warrick, president at CouponCabin. “Many people are taking advantage of the discounts offered by coupons and daily deals to enhance their appearances and maintain their overall health.”
Coupons, of course, are just one way to encourage budget-conscious consumers to pursue the procedures or products they’re considering. From free consultation offers to fixed-pricing for a mommy makeover, doctors are increasingly offering special offers to turn prospects into patients.
At RealSelf, for example, hundreds of doctors are posting special offers in order to gain attention and more patient inquiries. According to Maureen Ezekwugo, Executive Vice President, Doctor Community, the three most popular offers are:
- Free consultations
- Loyalty programs (for example, earn points with every Botox appointment)
- Discounts on specific procedures (either on a dollar or percentage basis)
1. Special offers can turn curious consumers into warm leads
According to the CouponCabin survey, 23% of respondents would consider plastic surgery if cost was not an issue. To help mitigate those concerns, special offers should provide something of actual value, whether it’s something free, something that saves them money or something that makes their decision easier.
2. Make your offers time-sensitive
Creating a sense of urgency will call patients to action, notes Ezekwugo, while making their decision process easier. For example, Dr. Michael Law offers patients 50% off all spa services — during their birthday month.
3. Make your offers available to a select group
Across-the-board discounting is never a good idea because it’s so difficult to go back to “normal” prices later. Instead, offer deals and discounts to specific high-value groups, such as new patients or the first 10 people to respond to an offer. Dr. Emily Altman, for example, offers 15% off photo facials and micro laser peels to patients who mention RealSelf.
4. Be ethical
Some discount offers are deemed unethical by medical organizations like ASAPS, such as a discount on surgery or a buy-one-get-one offer for breast implants. Take a moment to check with them on where the line is drawn.