What Patient Personas Should Look Like (Personas Part 3)

Hat’s off to you, champ. You made it through the gauntlet and are onto the penultimate part of the series. You should get a reward of some kind… maybe a commemorative pen. You definitely don’t get enough of those from sales reps.

Have your people call my people and I’ll make it happen. 

Since you had to read a small novel to get this far, I am going to take it easy on you in Part 3. Mostly pictures from here on out. Pinky promise — especially since this part focuses on showing you some prime examples of patient personas and key takeaways that you can use in your marketing. 

Sarah

Patient Persona: Sarah

Sex: Female

Age: 30

Occupation: Marketing Specialist

Probable treatments: Botox, fillers, laser skin resurfacing

Probable concerns: Pain during the procedure, long-term side effects, long-term results

Probable motivations: Maintaining a youthful appearance, boosting self-confidence

Average spending power: $10,000 - $15,000

Key Takeaways:

• Focus on non-surgical treatments: Sarah is interested in Botox, fillers, and laser skin resurfacing. Emphasize these non-surgical treatments in marketing materials to attract her attention and demonstrate your expertise in these areas.
• Address concerns about pain and side effects: Sarah's probable concerns include pain during the procedure and long-term side effects. Create content that addresses these concerns, such as blog posts explaining pain management techniques, testimonials from satisfied clients, and information about the safety and efficacy of the treatments.
• Highlight the benefits of a youthful appearance: Sarah's motivations center around maintaining a youthful appearance and boosting her self-confidence. Use persuasive language and visuals in your marketing materials to emphasize the benefits of these treatments, such as looking and feeling younger, enhancing natural beauty, and increasing self-confidence.
• Target young professionals: Sarah's occupation as a marketing specialist indicates that she is likely a young professional. Tailor your messaging and marketing channels to appeal to this demographic, such as using social media platforms popular among those groups, showcasing before-and-after images that resonate with this age group, and featuring testimonials from satisfied clients in similar professions.
• Offer financing options or promotions: With an average spending power of $10,000 to $15,000, Sarah may be budget-conscious when it comes to aesthetic treatments. Consider offering flexible financing options or running promotions to make your services more accessible and appealing to Sarah and others in her spending bracket.

Maria

Patient Persona 2: Maria

Sex: Female

Age: 45

Occupation: Elementary School Teacher

Probable treatments: Tummy tuck, liposuction, breast lift with augmentation, Mommy Makeover

Probable concerns: Recovery time, scarring, balancing treatment with family responsibilities

Probably motivations: Regaining pre-pregnancy body, boosting self-esteem, feeling confident in her clothes

Average spending power: $25,000 - $35,000

Key Takeaways:

• Emphasize body contouring procedures: Maria is interested in treatments like tummy tuck, liposuction, breast lift with augmentation, and Mommy Makeover. Focus on these body contouring procedures in your marketing materials to capture her attention and demonstrate your expertise in these areas.
• Address concerns about recovery and scarring: Maria's probable concerns include recovery time and scarring. Create content that addresses these concerns, such as blog posts explaining post-operative care, tips for minimizing scarring, and testimonials from satisfied clients who have undergone similar procedures.
• Highlight the benefits of regaining pre-pregnancy body: Maria's motivations involve regaining her pre-pregnancy body and feeling confident in her clothes. Use persuasive language and visuals in your marketing materials to emphasize the transformative benefits of these treatments, such as restoring body shape, enhancing self-esteem, and feeling more comfortable and confident in various outfits.
• Market to women with family responsibilities: Maria's desire for a Mommy Makeover indicates that she might have family responsibilities. Tailor your messaging to appeal to women who balance family life with their personal goals, such as offering convenient scheduling options, providing a supportive and understanding environment, and featuring testimonials from satisfied clients who have successfully managed family life while undergoing aesthetic treatments.
• Maximizing spending potential through treatment bundles: With an average spending power of $25,000 to $35,000, Maria may appreciate options that maximize the value of her investment in aesthetic treatments. Consider offering treatment bundles that combine multiple procedures, such as a comprehensive Mommy Makeover package, to help Maria achieve her desired results while making the most of her spending power.

Jane

Patient Persona 3: Jane

Sex: Female

Age: 35

Occupation: Law Firm Manager

Probable treatments: Injectable fillers

Probable concerns: Downtime, potential allergic reactions, choosing the right practitioner

Probable motivations: Addressing signs of aging, enhancing facial features, maintaining a polished appearance

Average spending power: $5,000 - $10,000

Key Takeaways:

• Focus on injectable fillers: Jane is interested in injectable fillers as a treatment option. Emphasize the benefits and variety of injectable fillers in your marketing materials to showcase your expertise and appeal to her specific interests.
• Address concerns about downtime and practitioner selection: Jane's probable concerns include downtime and choosing the right practitioner for the treatment. Create content that addresses these concerns, such as blog posts discussing post-treatment care, tips on selecting a qualified practitioner, and testimonials from satisfied clients who have had positive experiences with injectable fillers.
• Highlight the benefits of subtle enhancements: Jane's motivations involve addressing signs of aging and enhancing facial features. Use persuasive language and visuals in your marketing materials to emphasize the subtle, natural-looking enhancements achievable through injectable fillers, which can help her maintain a polished appearance.
• Promote convenience and flexible scheduling: Jane's occupation as a law firm manager indicates that she has a busy lifestyle. Offer convenient and flexible scheduling options, such as extended hours, weekend appointments, or virtual consultations, to accommodate her needs and make your practice more appealing to her and other career-oriented individuals.
• Showcase premium services and packages: With an increased average spending power of $30,000, Jane may be interested in premium services and treatment packages. Highlight the quality of your premium offerings and create tailored packages that cater to her specific needs and interests. Offer personalized consultations to help her understand the benefits of investing in these premium services and how they can enhance her overall experience.

David

Patient Persona 4: David

Sex: Male

Age: 50

Occupation: IT Consultant

Probable treatments: Rhinoplasty, neck lift, hair transplant

Probable concerns: Recovery time, potential complications, finding a skilled surgeon

Probable motivations: Improving self-image, looking more youthful, feeling more confident in social and professional settings

Average spending power: $20,000 - $25,000

Key Takeaways:

• Emphasize male-focused treatments: David is interested in treatments such as rhinoplasty, neck lift, and hair transplant. Focus on these male-focused procedures in your marketing materials to capture his attention and demonstrate your expertise in catering to the specific needs of male patients.
• Address concerns about natural-looking results and recovery: David's probable concerns include achieving natural-looking results and the recovery process. Create content that addresses these concerns, such as blog posts detailing how to maintain a masculine appearance after treatment, tips on post-operative care, and testimonials from male clients who have undergone similar procedures.
• Highlight the benefits of enhancing appearance and confidence: David's motivations involve improving his appearance and boosting his self-esteem. Use persuasive language and visuals in your marketing materials to emphasize the benefits of these treatments, such as increased confidence, a more youthful look, and an overall improved sense of well-being.
• Target male professionals: As a man, David likely finds that the aesthetic industry rarely caters to his needs. Tailor your messaging to appeal to male professionals by showcasing the benefits of aesthetic treatments in a way that resonates with them.
• Offer financing options or special promotions: With an average spending power of $20,000 to $25,000, David may appreciate financing options or promotions that make these treatments more affordable. Consider offering flexible payment plans, bundle deals for multiple procedures, or running special promotions to attract David and others in his spending bracket.

The Most Underserved Demographic Is… Men

If the persona about David above got you thinking about how you could cater to men interested in aesthetic treatment, congratulations! You are already ahead of the curve.

The unfortunate truth is that, for the most part, men (and their potential revenues) are often overlooked. Why? Plenty of reasons:

1. Societal expectations of masculinity and femininity: Traditional gender roles often dictate that women should be more concerned with their appearance, while men should focus on other attributes, such as strength or intelligence. These expectations can lead to the assumption that men are not interested in aesthetic treatments, causing them to be overlooked as potential clients.
2. Stigma surrounding men who receive cosmetic treatments: Men who choose to undergo cosmetic procedures may face judgment or ridicule from others, which can discourage them from seeking treatment. This societal stigma can make it harder for men to feel comfortable exploring their aesthetic options.
3. Lack of marketing directed towards men: Many aesthetic clinics and practices focus their marketing efforts primarily on women, neglecting to target male audiences. This lack of targeted marketing can create the impression that these services are not meant for men, leading to fewer male clients.
4. Limited options for men: The aesthetic industry has historically focused on developing treatments and procedures catering to women. As a result, men may find fewer options available to address their specific concerns, making it more challenging for them to find suitable treatments.

“You Said You Were Keeping It Light”

You’re right, my bad. I went off on a bit of a tangent there. Something about the effects of the patriarchy and toxic masculinity really just get my Facebook rant juices flowing. 

But, anyway, congratulations, that’s all I have for you for Part 3. Even if you hadn’t read the previous parts, these examples can hopefully provide some insight into how useful patient personas are. Stick around for Part 4, where we show you exactly how you can use these personas in your practice as you build the foundations of your marketing programs and produce every day copy.