Throwing Cosmetic Surgery Parties and Still Having Time to Play Golf

I was at a Cabi party last night and had a moment of revelation about your practice — if you’re not sure what a Cabi party is, think Tupperware party, but selling women’s clothes. Now picture a room filled with 15 to 20 fashion-conscious women, aged mid-thirties to mid-fifties, who have no trouble dropping $500 to $1500 on a few items of extremely well-tailored blazers, tops, skirts, coats… (you get the idea) to ensure they’re wearing some of the latest trends this fall.

(By the way, in case it comes up in conversation with your patients, leopard prints/animal prints are in this fall, one of the hottest colors is hunter green and skinny jeans aren’t going away any time soon!) But I digress. As I surveyed the room filled with these beautiful affluent women, I couldn’t help but think to myself what a fantastic opportunity this would be for a plastic or cosmetic surgeon to educate these women on the latest anti-aging treatments, give Botox and fillers on the spot but then talk about procedures that many women our age are thinking about (but would rarely admit to) — liposuction, breast augmentation and breast lifts.

Now, of course, I’m not suggesting that you should be out hosting Cosmetic Surgery parties instead of spending your evenings improving your handicap or enjoying time with friends and family. But what an idea. And how could you make this work for your practice?

Actually, there are a couple of ways.

The first option is that you could identify someone in your office who, frankly, is a natural-born networker. They know everyone around town — and they’re respected and well-liked. You could train them up on the aesthetics side and create a presentation for them to give on your behalf at these parties. Of course you’ll want to have a video introduction recorded that can be played at these parties — because you are the surgeon, this is your practice and you want these women to feel a strong bond with you. You then incentivize this person — pay her a flat fee per party that she organizes, as well as a commission on sales. Her job is to follow up with the women after the event, send them thoughtful pieces of marketing to help them feel involved and part of your practice — and, in all respects, build a relationship with them.

The second way you could do this is actually recruit a sales rep from your own list of happy patients. Again, you’re looking for someone who is an absolute evangelist for you and your services. They know first-hand how you’ve helped transform their lives. They’re likely also a stay-at-home mom or a retiree who’s bored and looking for a new challenge. You could send an email to all your patients telling them about the opportunity and invite them to an information evening. Think of this as the beginning of your own little Tupperware empire.

You provide them with the training and the materials. They tap their own networks and get to have a lot of fun and make money in the process. Voilà! You’ve just created another automated lead-generation system for your practice.

Some years ago, we created a program like this very one, but it was for financial advisors holding “money management and wealth parties” for boomer-aged women. The program was an enormous success and I can see that it would be even more so for forward-thinking cosmetic surgery practices. Particularly as none of your competition are doing them… yet!