How to Convert More Patient Consultations into Surgery

Top Tips to Improve Your Patient Consultations and Book More Plastic Surgery

Most aesthetic surgeons want to spend less time consulting and more time operating. The consultation is a critical moment in the patient journey – it is where trust is built, expectations are aligned, risks are discussed and decisions are made. A strong consultation process can make the difference between a patient walking away uncertain or confidently booking surgery. By refining the way you and your team handle this stage, you can reduce wasted time, improve patient satisfaction, and convert more patient consultations into surgery bookings.

Your consultation conversion rate – sometimes called the Patient Acceptance Rate (PAR) or Consult Conversion Rate (CCR) – reflects how well your practice turns initial interest into booked surgery. This rate depends on multiple factors: the type of procedure, the mindset of the patient, the enquiry source, and the quality of your consulting process. Functional, need-based procedures often convert more easily, while aspirational surgeries require more skillful communication and patient education. The good news is that with the right strategies, systems, and habits, surgeons can consistently improve their conversion rates and enjoy more time in theatre doing the work they love.

How to Improve Surgeon Consultation Conversion Rate

Your Surgeon Consultation Conversion Rate – from Consult to Surgery – depends on several key factors, including the type of procedure, your patient, your consulting process and pre-qualifying efforts. Some aesthetic procedures typically have a lower conversion rate (like Facelifts and Bodylifts) and some are easier to convert (like Blepharoplasty and Breast Reduction). Functional surgeries (need-based) tend to have a much higher conversion rate than aspirational (want-based) procedures.

Conversion rates vary for different types of patients. A variety of prospects are also attracted by different methods of marketing – and have different conversion rates.

Source of Enquiry or Advertising Channel is important for conversion rate – Word of mouth patients (past patients and medical practitioner referrals) have a conversion rate 2 or 3 times higher than word of web patients (sourced from websites and social media). Patients from Ad sources like Google or Facebook have a very low conversion rate.
Patient conversion rate is also affected by DISC Behaviour Profile (Allergan colours), their Values, NLP Communication modality VAK, Demographics and Socio-Economics

Mapping the Patient Journey to Consult Conversion

Here is an example of a simple but effective patient journey

Enquiry Handling done well
Booking the Appointment (Fee/Paid Consultations)
Pre-Consult Process (PCC gets registration form & patient photos, does Prep, Builds Rapport, Sends Videos & EBooks, uses a portal like TouchMD)
Consult With Surgeon – 10 Min To 2 Hours
Post-Consult Process (PCC – Questions, Price, Availability, Plan)
Followup

Twenty-four Ways a Plastic Surgeon Can Improve Patient Conversion Rate

Have the Right Mindset – Mood & Attitude (Impact of Patient Concerned Reviews/Issues)
Be Friendly & Empathetic – Treat Them as A Person, Not A Condition
Being on Time for the appointment shows that Patient Experience is a priority (it’s a reception foyer, not a waiting room)
Allow enough time for the consult – avoid being rushed, rude, or curt (you get sued)
Professionalism – Looking the Part, surroundings, equipment & Being On Brand
Good Eye Contact – No Distractions (checking Phone)
Answer ALL Their Questions – Allow thinking Silence, Ask questions multiple times
Be a better Listener – Actively Listen (Avoid interrupting them) to Understand their Priorities & Desires
Explain things simply – Not Too Much Medical Jargon or technique
Use metaphors, models, and Stories to explain better (Stories Sell – tell some– we had a patient …)
Ask Better Questions (Superstar Questions)
Making Notes & Taking Photos (have a good Process)
Provide Proof – Before & After Photos, Certificates, Social Proof, Mementos
Better process of “Informed Consent” – document sheet signed and ticked (GB experience)
Explaining Complications and what you do to avoid – X 24 – “ You Might Die”
Know your competition and aim to get the patient. Explain your unique value proposition.
Explain with a patient DEMO – use them as a live model and draw on their pictures
Give them copies of their own “before” and 3d Imaging pics
Explain their Options
Co-create and communicate a clear Personal action plan with confidence.
Tell them exactly what you want them to do. (think about surgery)
Explain next steps – thinking about booking surgery – ASK “I would love to be your surgeon and look after you”:
Solve any other obstacles they have
Hand out Cards and Review Cards – Asking for A Review / Referral

What are the Biggest Patient Complaints about a Consultation? (Survey Results by Kerry Bialik)

Not On Time – Kept me waiting with poor / no explanation
Too Much Info Too Quick – Confusing – Confused mind never buys
Not Enough Time for Consult
Too many different Options & Quotes (no more than 2)
Incompatible Expectations Of Outcome (pre-screen / qualify patients)
Disinterested or Pre-Occupied
Embarrassed during the process of undressing or physical examination
Uncomfortable during the consult – hot/cold, windy, noisy, hard chair, being half naked waiting for the exam

Avoid the Top 10 Patient Dissatisfactions (based on thousands of Bielik Patient Surveys)

Treatment Provider running significantly late for appointment (No Notification or explanation to patient)
Surgeon/Reception/admin are staff abrupt or uncaring
Consult is Rushed – Insufficient time at consult for treatment options or questions
Lack of transparency regarding costs
Initial enquiry or subsequent calls/messages not returned
Hard to make an appointment (long lead time)
Difficult to get TP advice post-procedure for medical issues/complications
Patient care in a hospital
No contact with the surgeon immediately after the procedure
Mistakes in billing or medical rebates

Develop Better Surgeon Success Habits

AVOID cancelling or moving patients around in your diary
Be on time for appointments – avoid keeping patients waiting (or apologise if you do)
Communicate & coordinate when managing any diary changes/holidays/time off
Relax and maintain a positive mindset. Be energised and avoid seeing concerned reviews early in your day.
Engage your reception, sales, and support staff – avoid being grumpy – Make them feel special. Be Grateful and leave a positive impression on other people.
Hand out business cards in bulk and ask patients to refer
Write great medical letters to referring doctors ASAP – keep them informed
Give patients a Welcome Pack and an unexpected gift – surprise and delight
Pick high-value niche procedures and avoid doing low-value procedures
Work diligently and focus on improvement
Learn about different personality types and behaviours (PCM or DISC etc)

Best Practices for Surgeon Consultations

Build an emotional connection with patients – get them to laugh (or empathise)
Ask the right questions – find out their real reasons – their goals, outcomes, obstacles, concerns
Listen closely to patients’ answers – the key to conversion
Know your competition and aim to get the patient. Explain your unique value proposition.
Provide more proof – pics and surgeon credentialing/cheerleading by staff
Explain with a patient DEMO – use them as a live model and draw on their pictures
Give them copies of their own “before” and 3d Imaging pics
Co-create and communicate a clear Personal action plan with confidence.
Tell them what you want them to do.
Explain next steps – thinking about booking surgery – Ask for the order – AFTO
Solve any other obstacles they have

Patient Experience Top Tips

Call the Next of Kin (NOK) after surgery
Provide clear instructions about pain expectations – “There is a X% chance of ….”
Explain the process – avoid nasty surprises. “What we do is ….”

Practice Marketing Best Practices to get more Consult Conversions

Get more reviews and forum mentions
More before and after pics / patient stories
Manage your Online reputation – manage poor reviews and unhappy patients
Make videos that explain your surgery
More posting on Social media – be on brand every time – similar message – safe, well-trained, reliable, friendly.
Attract and look after influencers – medical practitioners, specialists, injectors, hair & beauty models –
Thank your referrers

Tools to Improve Consulting Conversion

Map of Patient FLOW – the Patient Journey Touchpoints
Patient Registration Sheet with Patient Motivational Questions
Before & After Photos – Images to Show
Patient Imaging – using printed photos/ diagrams and drawing on them
Surgeon Credentialling – Know Your Surgeon
Make a list of REASONS WHY our surgeon is REALLY Good (battle armour on)
Procedure Guides – pdfs and printed guides in a wall display
Pre-op and Post-op Instructions – in a portal, paper or on website
Medical Finance Options available
Pre-Consult Communications – use a portal like TouchMD or Panteya
Communications and E-News sent post consultation
Welcome to Our Clinic – Send a “Shock and Awe” pack
Send Thank You cards – Thank Referrers
Send letters to medical practitioners
Review Cards with QR code links to review sites
Provide Refreshments
Use Printed Photos and Mirrors to explain the surgery and desired results
Online Reviews and Testimonials – Google, Realself, RateMDs, Yelp, Plastic Surgery Hub
Super SEF – Superannuation Eligibility Form (for AUSTRALIA)
MITEC ASPS Flyers on Procedures (for AUSTRALIA)

Better Consulting Questions to Add to Patient Registration Form

Always Collect Three Types of Information on the Patient Intake or Registration Form

Demographics
Medical Information
Patient Motivations – These questions are vital for conversion

Best Ideas to Book More Consultations

AQAL – Please Ask more Questions And LISTEN to their Answers – don’t just answer Qs
AFTO – Ask for the Order
Always talk about the VALUE of what we do – not the PRICE
Continuous Improvement & Practice! – Please listen to Catherine Maley & Terri Ross PODCASTS
Learn how to handle Obstacles – Use Terri Ross’ LAER model – Listen, Acknowledge, Explore & Respond
Learn best practice communication and sales techniques – Spendsuasion (Neil Osborne) and Heart Selling & FORD

Before Booking The Patient Consult

QUALIFY – Know who we want and don’t want! Choose the right patients & say NO to others
IMAGES – Get them to send in their Photos to see if we can help – via website form
GUIDES – Send them the pdf procedure GUIDE or get them to visit the website
REGO FORM – Fill in the Request a Registration Form with Motivations Questions (above)
FUNDING – PHI?? SUPER? FINANCE?
MEDICAL REFERRAL – Bring the Referral and records
GET THE TESTS DONE – US, MRI, Other health tests needed etc

Always make a Pre-Consult Call before the Consultation

Final Check for common Objections – Funding, Timing, Support, Recovery plans and any Fears
Final Check for Red Flags – BMI, Revisions, Smokers, Comorbidities, Defer or Delay til Later
Need tests done, PHI waiting time, time off work and medical referral letter
Build rapport and give instructions for consult – arrive early, location etc

More Consultation Best Practices

Quote on the Day for best results
Be on time for a set time
Warm and comfortable
Never give bad news when naked
Always Agree on Next Steps – follow-up
Moving up lists
Risks and Complications
Informed Consents
Photo Consent
Build Deep relationships and Rapport – FORD method
Overcome Objections – LAER method
Ask for the order – confirming techniques – yes yes yes

Tips for Better Virtual Consultation Conversion Rate

You will have a higher virtual consult conversion rate if you get a detailed patient registration form, 3D Imaging and patient photos all sent in beforehand.
You can follow Virtual Consultation best practices, including a Pre-Call with your Patient Coordinator.
Should the virtual consult be recorded? – are they recording YOU? Should we record them?

Make Use of Multi-Channel Communications – Find their Favourite Channel

Different patients prefer different communication methods – Connect on their preferred channels.

Phone
Text SMS
Text via Social Channel – Insta, FB
Email – Personalised 1 to 1 or Automated
Book Calendly Apptmt Link to speak After Hrs
MAIL a letter, info pack, book,
Send a Card or Gift
Send regular ENews
Read our Reviews
Join Social Media channels and get messages
Join our FB Patient forum

FAQs related to Converting More Patient Consultations into Surgery

Q: Why do some surgeons convert better on Monday mornings than late Friday afternoons?

Conversion rates often reflect the surgeon’s mindset and energy level. Patients can sense fatigue, stress, or distraction. Consultations held earlier in the week, when both surgeon and patient are fresher, tend to convert at higher rates than those squeezed in late on a Friday or after a long day of surgery. Surgeons who are dealing with ongoing medicolegal litigation or have recently dealt with a patient concern or difficult patient tend to convert at a lower rate.

Q: Can the temperature, lighting, or even the chairs in your consultation room affect conversion rates?

Yes – patient comfort plays a huge role. If a patient feels physically uncomfortable, rushed, or exposed during a consult, they are less likely to commit to surgery. Simple adjustments like softer lighting, room temperature control, and comfortable seating can improve patient trust and confidence.

Q: Do virtual consultations convert better or worse than in-person consultations?

Virtual consults can convert at similar or higher rates when they are structured well, especially if patients send photos and forms ahead of time. They often appeal to busy, tech-savvy patients and those outside the immediate area – but only if rapport is built effectively on video.

Q: How much do a surgeon’s habits like punctuality or body language influence patient conversion?

A great deal. Patients often interpret lateness, lack of eye contact, or checking a phone as a lack of respect. Small habits can make a big difference: being on time, sitting at eye level, listening without interruption, and demonstrating empathy all increase the likelihood of a patient booking surgery.

Q: Why do word-of-mouth referrals convert at a higher rate than website leads?

Patients who come through trusted referrals already arrive with confidence in the surgeon’s skill and character. This “borrowed trust” means they need less convincing compared to website or social media leads who may still be shopping around or comparing multiple surgeons.

Q: What role does storytelling play in boosting consultation conversion?

Stories help patients connect emotionally. When surgeons share relatable patient journeys – with sensitivity and anonymity – it makes the consultation more memorable and reassures patients that others with similar concerns have had positive outcomes.

Q: Can personality profiling (like DISC or VAK) actually improve consultation success?

Yes – tailoring communication style to a patient’s personality or preferred learning style improves understanding and rapport. For example, visual learners benefit from imaging and photos, while detail-oriented patients prefer data and structured explanations.

Q: Why do functional surgeries usually convert at higher rates than cosmetic procedures?

Functional surgeries are often medically necessary or improve daily quality of life, meaning patients are motivated to act and may be covered by insurance. Cosmetic procedures are aspirational and involve greater consideration & out of pocket cost, leading to lower conversion rates unless trust and value are clearly demonstrated.

Q: Do patients who pay a consultation fee convert better than those offered free consults?

Yes. A paid consultation signals commitment from the patient and screens out casual “shoppers.” Free consultations attract higher enquiry volume but typically have lower conversion rates. Free consultations also have a higher no-show rate – which wastes the surgeon’s time.

Q: Can follow-up after the consultation make or break the booking?

Absolutely. Many patients need time to process their decision. A structured follow-up by a patient coordinator – answering questions, clarifying pricing, and reinforcing surgeon credibility – can double conversion rates compared to leaving patients on their own.

Q: Why do some patients book surgery immediately after the consult while others delay for months or years?

Immediate bookings often happen when patients have already researched, saved money, and built trust before meeting the surgeon. Those who delay may still be comparing options, working through finances, or waiting for the right timing in their personal lives. Some patients require a LOT of proof or evidence or consideration before booking and can take years.

Q: How does a surgeon’s dress code or personal style impact consultation outcomes?

Patients expect their surgeon to look professional, neat, and aligned with their brand promise. A surgeon who appears rushed, disheveled, or inconsistent with their clinic’s image may unintentionally reduce patient confidence.

Q: Are younger patients harder to convert than older patients?

Often yes, because younger patients tend to shop around more, compare prices, and follow social media trends. Older patients may prioritise surgeon reputation, safety, and trust, making them more decisive once reassured and educated.

Q: Can music in the consultation room influence a patient’s decision to book surgery?

Background music can reduce anxiety and create a calming atmosphere. However, it must be chosen carefully – soothing, neutral sounds are better than loud or distracting music that makes the room feel impersonal.

Q: Does the length of a consultation affect the likelihood of booking surgery?

Yes – too short and patients feel rushed or undervalued, too long and they may feel overwhelmed with information. The sweet spot is enough time to answer all questions, build rapport, and provide a clear plan forward.

Q: Why do patients often complain about getting “too much information too quickly” in a consultation?

When patients are overloaded with medical jargon or multiple surgical options, they leave confused. A confused mind rarely commits to surgery. Simplifying explanations and pacing information helps improve clarity and conversion.

Q: Can offering refreshments really improve consultation conversion?

Small touches like tea, coffee, or water create comfort and signal care. They may seem minor, but they contribute to an overall positive patient experience, which strongly influences decision-making.

Q: Do patients convert better if they meet the surgeon first or the patient coordinator first?

It depends on the practice. Some clinics use coordinators to pre-qualify and build rapport before the surgeon steps in, which often increases conversion. In other clinics, patients expect direct surgeon access straight away to establish trust.

Q: Why do patients sometimes avoid booking even if they clearly want the surgery?

Common barriers include finances, lack of support during recovery, work leave, fear of complications, or family disapproval. Addressing these obstacles in the consultation and follow-up can dramatically improve conversion.

Q: Can handwritten notes or diagrams during the consult help patients decide faster?

Yes – when patients see personalised sketches or notes made during their consult, it feels customised and tailored to them. They’re more likely to feel understood and confident in proceeding with surgery. Let the patient take home a copy of the custom plan, photos and notes – this will increase conversion rate and referrals.

Q: Do patients trust before-and-after photos more than 3D imaging?

Many still trust real patient photos over digital simulations, because photos show actual outcomes. 3D imaging is powerful for visualisation, but patients know it’s only predictive, not proof. A mix of both works best. Crisalix, Arbrea and Vectra imaging is the most popular tool to aid conversion – especially for rhinoplasty, breast implants and facial surgery.

Q: Is it true that patients who bring a support person to the consult convert at higher rates?

Yes – support people often act as decision influencers. When they hear the surgeon’s explanations and feel reassured, they help the patient feel more confident about moving forward. Having an extra pair of supportive ears in the room also aids clarity and decision making. It is best to invite the spouse, family member or friend to attend the consultation.

Q: Why do patients from Google Ads or Facebook ads have lower consultation conversion rates?

Ad-sourced patients often have less trust, weaker referrals, and higher price sensitivity. They tend to shop around more and may be earlier in their decision-making process compared to word-of-mouth or referral patients.

Q: Can humour or laughter in a consultation actually boost conversion rates?

Yes – when appropriate, humour humanises the surgeon and builds emotional connection. Patients who feel comfortable and relaxed are more likely to trust the surgeon and book surgery. Be very careful about off-colour, non PC or sexist humour (Get feedback from your new staff about the appropriateness of your jokes and humour).

Q: How do cultural differences affect consultation conversion?

Some cultures expect authority and expertise from the surgeon, while others prefer a collaborative, conversational approach. Being sensitive to cultural expectations improves rapport and acceptance rates.

Q: Do patients who finance their surgery convert differently than those paying upfront?

Financing can remove cost as a barrier, leading to faster decisions. However, it may also introduce delays if approvals are required. Practices that offer flexible payment solutions usually see higher overall conversion.

Q: What role do follow-up emails or calls play in consultation conversion?

They are often the deciding factor. A timely, empathetic follow-up that addresses lingering concerns or offers practical solutions can convert undecided patients into confirmed bookings.

Q: Can too many surgical options actually reduce conversion rates?

Yes – patients overwhelmed with multiple procedures or pricing scenarios often leave undecided. Presenting no more than two clear options helps focus decision-making.

Q: Why do some surgeons convert better when they tell stories rather than present facts?

Stories create emotional engagement and are much easier to remember than facts and statistics. Patients want to feel reassured through relatable patient experiences, not just clinical explanations. Less medical detail and more emotional connection / patient understanding.

Q: Are patients more likely to book surgery if they receive a written action plan?

Yes – a clear, personalised plan that outlines next steps provides structure and certainty. Patients who leave with a roadmap are more likely to follow through.

Q: How much does surgeon availability impact consultation conversion?

Greatly – long waiting lists or limited scheduling can frustrate patients and reduce conversion. Patients often choose the surgeon who feels both available and attentive to their needs.

Q: Do patients prefer to book during the consult itself or after thinking about it?

Many patients decide within 24–48 hours, but practices that make it easy to book on the day (with pricing clarity and scheduling options) usually achieve higher conversion.