EM360 Digital Blog

19 Jan 2017
Confident female doctor in front of team, looking at camera smiling, multiracial team with black female doctor

Attract High-End Consumers to your Private Practice

High-end con­sumers are an asset to any busi­ness. They pay more for prod­ucts, and they expect more out of your prod­ucts, which prompts you to be con­stant­ly inno­vat­ing and improv­ing. This clien­tele tends to sub­mit to bet­ter reten­tion and remain loy­al to one brand through­out a lifetime. 

Attract­ing a high-end cus­tomer base is fair­ly sim­ple, but it has to be your pri­or­i­ty. Once you have this base locked in and your brand con­tin­ues to evolve around their needs, attract­ing oth­er, low­er pro­file clients will be both easy and added income.

Let’s get into the mar­ket­ing strate­gies you should employ to bring this attrac­tive clien­tele into your pri­vate prac­tice.

Top Private Practice Marketing Tips for Attracting Luxury Consumers:

  • High-end prod­uct for high-end peo­ple. If you want top-of-the-line buy­ers, you need to offer top-of-the-line prod­ucts and ser­vices. Before you head to mar­ket in search of the high-pay­ing group, head to the draw­ing board and make sure every aspect of the prod­uct you’ve devel­oped is max­i­mal­ly optimized.
  • Iden­ti­fy and relate. Why are you sell­ing to a lux­u­ry con­sumer? To make mon­ey? No. Because you care about the upmost integri­ty of the indus­try you play in. Explain why you under­stand their need for the best and your abil­i­ty to pro­vide it.
  • Pro­vide an expe­ri­ence. A trans­ac­tion is life­less. Every vis­it and con­ver­sa­tion should be an expe­ri­ence that is part of a larg­er brand-con­sumer story.
  • Embrace exclu­siv­i­ty and sell selec­tive­ly. You can attract more, low­er pro­file clients down the road. As you begin, make your ser­vices exclu­sive and go after only the exact clien­tele you want.
  • Only bring part­ners into your busi­ness or mar­ket­ing strat­e­gy that ful­ly under­stand your high-end con­sumer. If you bring the wrong part­ners in, you can plan on los­ing the lux­u­ry client base. 
  • Estab­lish cred­i­bil­i­ty. High-end con­sumers, like all con­sumers, are more like­ly to pur­chase from peo­ple they trust. So, you need to win their trust and show them why invest­ing in you will not be a mis­take. Become a sense of author­i­ty on your offer­ing or indus­try and pro­vide plen­ty of research and con­vinc­ing, educa­tive arti­cles on rel­e­vant topics.
  • Become and remain results ori­ent­ed. You need to evolve your busi­ness accord­ing to client needs, but you also need to run an effi­cient busi­ness. When your clients see your com­pa­ny striv­ing for­ward, they know they can trust you not just to accom­mo­date their wish­es, but to make objec­tive, log­i­cal deci­sions that are in everyone’s best interest. 
  • Strong respons­es. A high-end con­sumer is nev­er to be left with a delayed or light response. This group is the back­bone of your business’s via­bil­i­ty, so pri­or­i­tize their ques­tions or con­cerns at all times. 
  • Rea­son­able rates. While many con­sumers raise eye­brows at high prices, this group will raise eye­brows and low prices. If some­thing you offer is of immense val­ue, why would it be priced cheap­ly? Do not go over­board with the stick­er price, but com­mu­ni­cate and expla­na­tion that your time and exper­tise come a high­er cost and for a good reason.
  • Ask for opin­ions. Don’t sim­ply request feed­back. Engage in con­struc­tive con­ver­sa­tion about how to make your busi­ness better.
  • Explain why your client base needs the pre­mi­um ser­vices. This clien­tele is used to hands out­stretched for mon­ey. Don’t upsell them just because they can afford it. Thor­ough­ly explain why this con­sumer needs the pre­mi­um prod­uct or service.
  • Stay con­nect­ed. You’re in this togeth­er with your high-end clients. As your busi­ness grows or changes, keep your clients in the loop. Always express your thanks and keep con­ver­sa­tion flu­id in between appoint­ments or purchases.
  • Cater your SEO opti­miza­tion to the lux­u­ry con­sumer. This is your main pri­or­i­ty, so this is who you need com­ing to your site; even if it means low­er traf­fic num­bers. Remem­ber, you want valu­able con­ver­sions, not just high vol­ume browsing. 

When you are ready to get going on your lux­u­ry cus­tomer mar­ket­ing, reach out to EM360 for the best web­site design, a com­pre­hen­sive mar­ket­ing approach and social media tips for pri­vate prac­tice.

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