A few decades ago, my practice was a place for brief, straightforward encounters. Patients would arrive with the desire for a procedure, I would offer a solution, and the ‘transaction’ would conclude. Out of every 10 patients, only two decided to proceed. My medical services were centered on efficiency and technical precision. The patient was just another client, a number on the list, and the relationship was limited to exchanging information and fees.
After wasting too much time, I realized that I needed to change. Patient expectations and needs were growing, yet I couldn't increase the number of surgeries being booked.
Understand Their Motivations And Fears
One day, I decided to look for solutions. Today, the atmosphere in my office is completely different. Patients are warmly greeted over the phone, welcomed with a genuine smile when they arrive, and invited to share their concerns. I take the time to truly listen to my patients to understand their motivations and fears. Surgery is no longer just a transaction. The focus is now on helping them. The consultation has become a relaxed conversation, a dialogue where trust is built, and paths are explored together to fulfill a desire.
This paradigm shift reflects a profound transformation in how medicine and the doctor-patient relationship are understood. In the past, sales in medicine weren't even up for discussion. Today, they are part of every business relationship. The doctor was a service provider, and the patient a consumer. Communication focused on delivering information and negotiating fees. That model has changed. Today's patients seek more than just a surgical procedure. They want to feel heard, valued, and supported.
Nowadays, selling is relational. It is built on empathy, active listening, and the development of long-term relationships. The doctor becomes the patient's ally, a guide who accompanies them on their journey to health and well-being. Communication is two-way, and the patient is an active participant in decision-making.
It is vital to adapt to the times. Transactional selling, with its cold and distant approach, is no longer sufficient to meet the needs of today's patients. Relational selling, with its warmth and closeness, is the path forward in medicine.
Architects Of Dreams And Hope
In the world of aesthetic surgery, where science and art intertwine, doctors are not just sculptors of the human body but also architects of dreams and hope. However, in an increasingly competitive market, mastering surgical techniques is not enough. Patients are not only looking for results—they want to be heard, understood, and guided throughout their transformation. This is where the art of consultative selling comes into play, a powerful tool that can transform an aesthetic surgery practice and take it to new heights.
The Challenge: Beyond the Technique
Many of us face the same issue: a low conversion rate (i.e., a small percentage of patients who actually proceed with surgery) despite our skills and experience. This is often due to an excessive focus on technical details, neglecting the human and emotional connection with the patient. Instead of simply "selling" a procedure, consultative selling focuses on understanding the patient's needs, desires, and expectations while building a trusting and collaborative relationship.
Consultative selling begins with active listening. It's not just about hearing the patient's words but understanding the meaning behind them. What motivates this person to seek change? What are their insecurities and fears? What do they hope to achieve with the surgery? What will change in their life after the procedure? By asking open-ended questions and showing empathy, the surgeon can gain deep insight into the patient's needs and tailor their approach accordingly.
Every patient has a story to tell—a story of insecurities, dreams, and hopes. The consultative surgeon becomes a storyteller who helps the patient visualize how aesthetic surgery can transform their narrative. By sharing previous success stories, showing more than just before-and-after photos, and using metaphors and analogies, the surgeon can paint a vivid picture of what's possible and ignite the patient's imagination.
Trust is the cornerstone of any successful doctor-patient relationship. The consultative surgeon earns this trust by demonstrating expertise, knowledge, and professionalism. By clearly and concisely explaining procedures, patiently and honestly answering questions, and offering safety and satisfaction guarantees, the surgeon builds a bridge of trust that paves the way to transformation.
Consultative selling is not a transaction—it is a shared commitment. By the end of the consultation, the surgeon and patient have formed a strong connection and outlined a path forward. Closing the sale is simply the formalization of that commitment: a mutual agreement to pursue the patient's dreams together.
Consultative selling is not just a technique; it is a philosophy that puts the patient at the center of medical practice and recognizes that aesthetic surgery is much more than a physical procedure. It is a journey of personal transformation, a process of healing and empowerment that can change a patient's life forever. By embracing consultative selling, aesthetic surgeons can become true architects of dreams, sculpting a bright future for their patients and their practice.
A Final Note
I hope to meet you in Singapore to continue discussing these often-overlooked yet essential topics that truly help us improve our performance in the consultation room—that part of our training that doesn't always go deep enough.
JUAN ESTEBAN SIERRA, MD – COLOMBIA
ISAPS National Secretary
Interested in more practice management tips?
- Don't miss the Leadership Session: The Formula Behind the Most Booked Surgeons: Branding, Sales and the Art of Becoming Your Patients’ First Choice, at the ISAPS Olympiad World Congress in Singapore, Thursday, 19 June, 2025.
- Check our L.I.F.T. program online.
- Register to view ISAPS' Business School 2021 On Demand!
Free for ISAPS members, non-members $300,
office staff and nurses $100.
- Business School 2022 recordings from Istanbul are available
free for members in our Online Video Library.