Research and frameworks on how premium aesthetic patients decide — and what happens in the window between first inquiry and first appointment.
If the office keeps arguing marketing versus case acceptance, both explanations may be reacting downstream of where the consult mix was actually set.
Case acceptance work can matter while still being blamed one step too late for a cosmetic case-start problem that began earlier.
Sometimes the practice is trying to fix in the consult what was lost earlier in the patient journey.
Marketing and case acceptance can both move the needle while still missing the same upstream signal-window problem that determines who ever books in the first place.