How to Build a Strong Patient-Provider Relationship from the Start

Potential clients have a bevy of resources to assess med spas, including websites, reviews, before-and-after photos, and word-of-mouth referrals. But how can med-spa owners determine if a potential client is the right fit for their practice?

We spoke with experts in our community and gathered these tips to smooth out the process of assessing patients, establishing a relationship, and redirecting them if they’re not a great match. 

Design your website with your ideal client in mind: It’s common to think the purpose of your website is to attract as many people as possible, but if you’re too broad when describing your services, you could end up wasting a lot of time answering questions that could’ve been addressed online. 

Instead, consider how your top clients complement your practice and then craft your website to filter out those who are looking for something else. Often this can be achieved by creating a clear picture of why you got into the business (people love a good story), the credentials of your practitioners, a list of your treatments, before-and-after photos, and a small quiz that helps people articulate their goals. 

Be up-front about money: It’s also crucial to be transparent—both online and in person—about what your services cost. Self-care is more important than ever, and it’s helpful for customers to learn about packages, preferred memberships, loyalty programs, and other ways to save. But if you get the sense that price will become a consistent point of friction, it’s best to have a candid conversation about whether a long-term relationship will be possible. 

Use screen time for screening clients: In recent years, Zoom and other video-conferencing platforms have boosted business by making people more aware of their appearance. It’s fitting, then, that the technology also provides a quick, convenient way to manage all of this growing interest. Many potential clients know very little about the industry, and a virtual “first date” enables you to learn about their goals and explain how your services could help them. By translating medical terms into everyday language, you can begin establishing trust and laying out an achievable plan. 

Have faith in face-to-face consultations: Sure, we just explained how video chats can help protect your time, but that doesn’t mean you need to avoid in-person consultations altogether. Among the experts we spoke with, almost all of them said the majority of people who schedule consults aren’t simply looking for free advice—they’ve narrowed down their choices and are serious about finding the right practitioner.  

This is not the time to upsell or overload them, but rather to listen and provide guidance. Take the opportunity to get a snapshot of their needs, show them relevant before-and-after pictures, and suggest a personalized plan. Samples or take-home literature will also help seal the deal. 

Agree on realistic goals: Before you book a new client, it’s important to understand their expectations and whether your services can meet them. If they discuss (or show photos of) an outcome that’s only achievable through surgery, it’s best to be open about your opinion. That honesty will help avoid disappointment and also increase the chance they think of you in the future, when they’re interested in services to maintain a surgical procedure or some other form of treatment.    

Frame every decision as part of the client’s long-term plan: You can remove the tension that comes with telling a client they’re not a good match by viewing it as another way of serving their aesthetic goals. Your role in their life is to ensure they receive the best treatment for their needs—and sometimes that might require visiting a different med spa. The common dating breakup line “It’s not you; it’s me” can work in patient-provider cases—and prevent bad reviews, either online or through word-of-mouth.