There’s a reason people love the idea of a place where everybody knows their name.
The neighborhood bartender who remembers your usual order. The hairstylist who asks about your family. The businesses that make people feel like they belong.
Strong aesthetics practices create that same feeling. Patients don’t return only because they need another treatment. They come back because they trust the people providing it.
But relationships alone don’t build a thriving practice. Growth also requires intention – and when schedules slow down, many practices look for a single solution: more new patients.
After 17 years in aesthetics, Synergy Portfolio Sales Specialist Kevin Maher understands why. Recruiting is visible, measurable, and feels like an obvious place to focus.
But it’s only one part of the growth equation.
The Growth Playbook
The Three Touchpoints That Drive Practice Growth
Growth comes from three places, not one.
Kevin says: “There’s three core components: recruiting patients, converting patients that are already in your practice to different procedures and products, and then retaining those patients.”
Looking at each area separately can help reveal opportunities that might otherwise be missed.
Touchpoint #1: Recruitment
Patients can’t book an appointment with a practice they’ve never heard of, and today, most first impressions happen online.
“Social media has become the new word of mouth,” Kevin says.
A patient recommendation is no longer limited to a one-to-one conversation. A post, review, story, or tagged photo can reach hundreds or even thousands of potential patients.
Growing practices consistently demonstrate their expertise, educate patients, and remain visible in their local market.
Not every provider needs to become a content creator, but every practice needs a plan for being discovered.
Consider:
Where do most patients hear about your practice?
Which services generate the most interest online?
Does your digital presence make the next step (booking an appointment) clear?
Touchpoint #2: Conversion
Once a patient is in the chair, the conversation naturally centers on the treatment they came in for. But that can mean patients leave without understanding everything else the practice may be able to offer.
A neurotoxin patient may also be a strong candidate for skincare products.
A skincare patient may benefit from a device treatment.
A device patient may have concerns that could be addressed through a broader treatment plan.
These conversations shouldn’t feel like upselling, Kevin says. They should help patients understand their options and connect appropriate solutions to their goals.
Not every recommendation needs to happen during a single appointment. The opportunity is to help patients continue their aesthetic journey with the practice over time.
Consider:
Do patients know the full range of solutions available to them?
Are consultations focused on long-term goals as well as immediate concerns?
Does the team feel comfortable introducing relevant next steps?
Touchpoint #3: Retention
Retention doesn’t always depend on loyalty programs, special promotions, or elaborate marketing campaigns.
More often it comes from delivering a consistent patient experience and providing a clear next step.
When patients understand what comes next in their treatment plan, they’re more likely to remain engaged with the practice. That can be as simple as making the next appointment part of the current one.
Instead of hoping patients remember to call in 3 or 4 months, successful practices make rebooking a standard part of the checkout process.
Consider:
Does each patient leave knowing what comes next?
Is rebooking a consistent part of the checkout process?
How does the practice reconnect with patients who become overdue?
“What’s the biggest misconception practice owners have about growth?”
That growth always has to come from something (or someone) new.
We still have neurotoxins, fillers, skincare, and devices. There’s always something new coming into the market, and innovation matters. But growth doesn’t always come from adding another treatment or technology. Sometimes it comes from doing a better job of helping patients understand the options already available to them.
– Kevin Maher, Synergy Senior Territory Manager
Resources, Support, and Upcoming Events
Upcoming Event: Merz Aesthetics Exchange® (MAX) Bootcamp Series – Belotero
Join this virtual, expert-led series to learn more about advanced concepts in aesthetic medicine and level-up your toxin practice.
When: August 5, 2026 @ 8:00 - 9:30PM EDT
The practices creating the most momentum understand how patients find them, what patients do once they're there, and how to encourage those patients to come back.
Until next time, thanks for being here.
— The Synergy Aesthetics Team