Making sure your patients leave your clinic happy is undoubtedly the end goal of every successful clinic. Not only does this avoid complaints and claims being made against you, but happy patients are often your best form of marketing, telling other people about you.
As Vanessa Bird, The Aesthetic Consultant with over 15 years of industry experience, explains, this happiness doesn’t just come from delivering excellent clinical results – it’s about the entire experience a patient has from the moment they first interact with your clinic. It’s the little touches that make them feel valued and special that set you apart from your competition.
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In this article, Vanessa shares some key insights on how to create a positive patient journey, build loyalty, and make sure patients leave not just satisfied but eager to return.
Nobody wants unhappy patients, but when it comes to aesthetics, you are providing services that carry a lot of emotion. That can mean unrealistic expectations of what the procedure can achieve and unhappy patients if those expectations are not met. In fact, most complaints are focused on dissatisfaction. So, the first thing to focus on is managing expectations and that means a thorough consultation.
But it’s not just about achieving the clinical or aesthetic outcomes your patients are looking for. As Vanessa shares, “I understand that when practitioners are first thinking about how to make sure their patients leave happy, it is all based on safety and clinical results. Of course, you want to give patients the best clinical results, and that's a given. That’s the absolute minimum you should be aiming for.
But achieving the best clinical outcome isn’t enough on its own. According to Bird, it’s essential to exceed expectations and create an experience that makes patients feel valued and cared for. “For me, when I'm working with somebody and advising them, I encourage them to broaden out the whole experience. You want to focus more on surpassing those expectations. You want them to have such a great experience that, even if they were to go somewhere else for whatever reason, it would never live up to what you do. And that's all based on how we make somebody feel. It's a sensorial thing. An experience that they can remember long after their results have worn off.”
In addition to achieving positive clinical outcomes, creating an environment where patients feel welcomed and valued is essential to guaranteeing their happiness. Vanessa emphasises that patients want more than just effective treatments; they want to feel recognised. Patients should be greeted warmly and their unique preferences remembered, making them feel acknowledged. Feeling heard and understood is also crucial, as patients appreciate knowing their concerns are validated. Bird highlights the importance of establishing a "safe space" where patients can express themselves without fear of judgement. This empathetic approach fosters trust and comfort, essential elements for building long-term relationships and loyalty.
Patient happiness doesn’t just start when they walk out the door. Vanessa points out that a positive patient experience begins at the very first point of contact. Whether it’s a phone call, a booking, or a consultation, every touchpoint matters. “Even if they go ‘Oh, I’m so happy’ when they leave, that feeling is transient unless you’ve gone the extra mile throughout the entire process,” she says.
Vanessa advises practitioners to focus on social proof, noting that referrals from trusted individuals in a patient’s social circle can be more powerful than any marketing. “If we're looking at going to a new practitioner, we can all do our own research, and we can check out their websites and their Instagram and their Google reviews, but the moment somebody who we know and respect who's very similar to us, somebody in our circle, talks in great terms about a practitioner, that's almost fast-tracks the decision for us,” she explains.
For Vanessa, personalisation is key to making patients feel special. “It's about being recognised as an individual, having everything personalised in your patient journey, being welcomed by name,” she explains. “Clinics that take the time to understand their patients’ preferences, like how they take their coffee or sending thoughtful birthday cards, build relationships that go beyond clinical interactions.”
Vanessa also emphasises the importance of making the entire process seamless and effortless for the patient. For example, instead of just recommending a skincare product and sending the patient away to research or purchase it elsewhere, she suggests clinics provide the product or necessary information directly. “Doing these things for them takes it over the edge,” she notes, adding that patients appreciate the unexpected extra effort, which can make a lasting impression.
Actively listening to what each patient needs and providing relevant information that addresses their specific concerns is also key. This approach goes beyond simply delivering the right solution; it aligns with the patient's entire journey within the clinic, making sure each step feels effortless and supportive.
Instead of relying on transactional questions, Vanessa advises practitioners to take the time to chat, show interest, and give patients the space to express themselves fully. “People love to talk about themselves,” Bird notes, underscoring the power of making patients feel truly heard. In a world where people often act like they care without truly investing, she recommends showing authentic care by using three key communication methods: active listening, non-verbal cues, and thoughtful questioning.
One of the standout pieces of advice Vanessa offers is to think of your clinic as providing a concierge service for patients. “Anticipate their needs, provide all relevant information, pre-empt any issues or problems, and personalise everything,” she advises. By taking a proactive approach to patient care, clinics can make sure that patients feel taken care of at every step of their journey, from their first consultation to their post-treatment care.
This approach helps to create an environment where patients feel special and valued, which ultimately leads to higher levels of satisfaction and loyalty.
“I could have a brilliant experience going into a clinic, and everything's wonderful, but then they don't have water or just tiny little things, and all of a sudden, that's the thing that I remember”, Vanessa says. “It's sad for the clinic because you don't want them to go away and just concentrate on the lack of water. It's such a waste of an investment, an opportunity.”
It may seem overwhelming to start adding in lots of extra things that may “seem like fluff”, but you don’t have to do everything at once. Vanessa advises implementing small, practical changes that make a big difference. “You don’t have to implement everything at once,” she says. “Just start with one or two tips that resonate with you and are easy to action. Even one change will begin to make a difference, and your patients will provide feedback that lets you know you’re on the right track.”
The core of Vanessa’s advice revolves around making patients feel cared for on a personal level. While achieving excellent clinical results is important, it’s the overall experience that makes the real difference. From the first interaction to the follow-up after treatment, every step should be designed to make the patient’s life easier and their experience memorable.
By implementing personalised touches, anticipating needs, and creating a welcoming atmosphere, clinics can make sure that their patients leave happy—and return again. As Vanessa Bird puts it, “It’s the personal touch that makes your patients leave happy.”
For related reading, check out our article on understanding the patient journey, which explores how to make sure your patients’ journey is as smooth as possible.
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