How much social media presence do you have? That's only a part, but without a solid reputation from being around for a long time, that's one of the ways to get the word out and get people into the office.
As skindoc pointed out, what is your referral base? There are family med, internal med, and even derms/ents/plastics practitioners who are asked about cosmetics by patients, but for whatever reason, that physician does not perform said procedure. Have you talked to those providers in your area and let them know what you do and that they can refer to you? You're going to need to convince patients you're just as good or better than a board certified derm/ENT/Plastics provider. You of course have to put your money where your mouth is...after a few patients complain back to the referring provider that they didn't like what they got from you, that provider will stop referring.
Have you run any types of specials to get people in? For instance: "$80 consult visit, but if you get a procedure, the $80 will be deducted from the cost of the procedure". You let your referral base providers know that is your policy for new patients. Hopefully that will help get a few people in the door that will keep coming back.
It helps to have a solid line or two of cosmeceuticals and someone on staff who knows how to sell them. I rotated with a private practice derm one of my last months of residency. I was with the cosmetologist nurse a few days. I remember a patient who came in to get some mild facial rejuvenation procedure. Nurse then asks her if she needs more of any of the products she usually uses. Nurse opens up the product cabinet and within a minute or two *bam* $500 worth of product in her bag.
