“I swear if one more person questions my pricing after everything I’ve invested into this practice, I’m going to lose it.”

That’s how the call started.

Not “Hi Cheri.”

Not “How are you?” 🫣🤣

Just immediate frustration from a talented provider who was completely burnt out from attracting the wrong type of patients over and over again.

And honestly? I understood exactly what she meant.

From the outside, her practice looked successful. She was posting consistently, staying active online, running promotions, getting engagement, and keeping the schedule pretty full.

But behind the scenes, her staff spent half the day answering pricing questions, chasing consultations that never converted, and dealing with people who treated aesthetic treatments like they were shopping for clearance items at TJ Maxx.

She told me she felt like no matter how talented she was or how much effort she put into her patients, people still came into consultations guarded, skeptical, and price-focused before she could even explain the treatment plan.

Once we really looked at her marketing, the issue became obvious pretty quickly.

Almost all of her content revolved around promotions, discounts, limited-time offers, and pricing.

Even though she delivered amazing results, her online presence unintentionally trained people to focus on cost first instead of value, experience, trust, or expertise. The messaging was attracting transactional buyers instead of long-term patients who genuinely respected her recommendations.

So we shifted the strategy completely.

We started creating content that focused more on patient experience, education, lifestyle, outcomes, consultations, and the level of care inside the practice.

We cleaned up the wording on her website, adjusted the way her front desk handled inquiries, and created content that built emotional trust before people ever reached out. Instead of constantly pushing offers, we focused on positioning her as the provider people specifically wanted to see.

Within a couple of months, the conversations started changing. Instead of leading with “How much is Botox?” people started saying things like “I’ve been following you for a while and I trust your work,” or “I feel like you actually care about your patients.”

Her consultations became smoother, her team felt less drained, and the overall patient experience improved because she was finally attracting people who valued what she did instead of just looking for the cheapest option in town.

That’s honestly a big part of what we talk about inside HVP.

We spend a lot of time discussing how marketing impacts the type of patients you attract, the expectations they walk in with, and the overall health of your business long term. Because sometimes the problem isn’t visibility at all. Sometimes the visibility is just sending the wrong message.

Curious… what type of leads have you been attracting lately?

Hit reply and let me know. I actually read these.

XOxO,

Cheri Cobb

Marketing & Growth Partner

​www.CheriCobbCreative.com​

P.S. Watch my newest YouTube video.
​Unpopular marketing decisions (other aesthetic marketers WouLD pAnic)

{Watch Here}

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