The client diagnosis process is perhaps the most underused clinic growth tool. Done properly, a good diagnostic process will make the client feel welcome and comfortable, help them understand their underlying skin issues and show them the pathway forward. From a clinic perspective, the spend per client increases and bookings become more consistent.
This article will lay out an example of a diagnosis process and demonstrate how, when done correctly, intentionally and consistently, the process can help grow your business considerably.
There’s nothing worse than entering a clinic and not being sure what happens next. Standing in reception, waiting for someone to take you into another room or, even worse, being handed a clipboard to fill in as if you’re waiting to see a doctor.
In this example, our client is greeted by the receptionist and shown into a room specifically put aside for skin analysis and diagnosis. They are offered a drink and, if required, forms to fill in. The receptionist explains that the therapist will be in shortly to go through the analysis, because it’s important that the client always knows the next step in the process.
The therapist walks in, introduces themselves and sits down with the client. Before conducting an analysis, a detailed explanation is important for two reasons –
- To communicate the value of the analysis and help the client see why it’s a valuable part of their skincare journey.
- To explain the next step and help them understand what’s about to happen.
- To tell the client that this isn’t about judging them or pointing out issues, but tor make sure the actions taken, both at the clinic and at home, are the right ones.
The therapist is also positioning themselves as a skincare expert, not just someone who can complete treatments. Questioning is key here –
- What skincare products/treatments do you use at the moment?
- What issues are you experiencing now/in the past?
- Do you have any specific concerns?
- What environments do you live and work in, such as working outside, dust, air conditioning etc?
Finally, the therapist will show the client an example of a skin analysis, demonstrating how it works and what it’s purpose is. At this point, the client is comfortable with the process and is excited to see the results.
Done poorly, the analysis itself takes the most time during the process. ‘Put your chin here’ is followed by a quick run-through of the results and a, ‘I hope you found this interesting, you should moisturise twice a day.’
In our example, the analysis itself is the shortest part of the process.
Sitting down again, the therapist methodically takes the client through their results, explaining the reasoning and impact of what they are seeing. It’s important that if there is damage, issues or underlying problems, that a plan is put in place. This may mean a skincare regime at home (perhaps including your recommended products). Maybe it’s an ongoing treatment program in the clinic. It may even mean changing the treatment they booked in for today.
At this stage, our therapist is in ‘doctor mode.’ Doctors are experts in the in fields and don’t ask what the client thinks – they prescribe. Our therapist uses phrases like ‘I’m going to recommend a course of…’ and ‘To correct this, we will need to…’.
Confident prescription makes the client feel in safe hands. A plan is put in place and agreed upon. Bookings are made and products are used during the treatment and purchased to use at home.
A skin analysis process that is completed poorly offers little value to the client. By creating a consistent, high-value diagnosis and prescription process, sales will increase, bookings will become more regular and your client will feel they are receiving more value from their treatments and products.