If you are a current aspiring aesthetics practitioner, you’ll understand the high level of dedication and training required to forge a successful career in the industry. Less talked about, though, is the importance of developing an effective and reputable brand for your aesthetic clinic. Having a solid business plan in place will be indispensable for creating brand awareness that drives traffic to your company and has new client’s knocking at your door.
Read on to find out more about the importance of an effective marketing strategy in the aesthetics industry, as well as our best tips for making your clinic stand out from the crowd.
Marketing your aesthetic clinic
The importance of a well thought out marketing strategy for your aesthetics business cannot be underestimated. While aesthetics medicine may be one of the fastest-growing industries in the UK with high consumer demand, competition between clinics remains fierce. Investing your time and money into the marketing and advertising aspect of your business will maximise your profits and enable you to scale your company at a level you’re comfortable with. Some critical elements to consider when developing the plan for your aesthetics practice are:
- Your offering: What types of treatments will you offer, and do your team of clinicians have the expertise necessary to deliver them successfully?
- Your target clientele: Who is your ideal patient, and how will they benefit from your offering?
- Your competitors: What do they offer to their clients, and what positively sets you apart from them?
By taking the time to answer each of these questions in detail, you will identify the information you require to set a highly effective strategy that maximises your return on investment, saves you time in the long run and helps you stay focused on your professional goals.
Tips for building brand awareness
Brand awareness is one of the most fundamental aspects of running an aesthetic clinic that is reputable, profitable and stands the test of time. There are several clever ways to boost the perception of your business and ensure that current and potential patient’s associate your clinic with high-quality and trustworthy aesthetics treatments that they can count on to achieve their desired results. Here are some of our top tips for increasing brand awareness:
- A strong brand voice – A unique tone of voice will help your clients immediately associate your content and communications with your clinic as a force of habit. Taking the time to identify a voice that your ideal customer can relate to and weaving this into the text and visuals across each of your platforms will set you up for success and create a solid brand that clients can trust.
- Unique content – Invest adequate time and money into creating an online presence that is equally professional and engaging. Create compelling blog posts, emails and social media content that will bring your readers a high level of value and turn followers into clients through the power of effective marketing.
- Referral programmes – This is one of the best ways to maximise the growth of your aesthetic clinic and bring new clients to your door through the recommendation of your existing patients. Create an incentive such as a discounted or free treatment for both individuals: this will ensure that there is a valuable opportunity for all parties to benefit from the referral agreement. While you may have to initially part with funds or resources, developing a loyal clientele who return year after year will be worth its weight in gold for the longevity of your aesthetic clinic.
- Stay consistent online – If you don’t have the time to dedicate to maintaining a consistent presence on your website, blogs and social media channels, or the marketing aspect simply doesn’t interest you, don’t be afraid to outsource to professionals. Companies that engage and frequently communicate with their customers tend to enjoy a much higher level of trust and loyalty than those that post sporadically or forget to update their clients with essential information about their clinic.
- Influencer marketing – While still a relatively new concept for many business owners, the power of influencer marketing should not be underestimated and could prove pivotal in reaching a previously uninterested audience. Since influencers already benefit from a loyal and engaged following, their posts and videos will be perceived as extremely valuable and trustworthy, making them more effective than the “faceless” content produced by your brand.
- Podcasts – Digital audio files found on popular streaming apps are becoming increasingly popular each year. Podcasts are perfect for producing high quality and valuable content that a busy audience can absorb on the go. By packing your podcast episodes full of high-quality conversations such as interviews with key opinion leaders, your listeners will appreciate the luxury of being able to educate themselves as they cook, run or work. This will prove highly beneficial for boosting brand awareness and getting people talking about all of the fantastic things your clinic is doing within the aesthetics community.
Training with Acquisition Aesthetics
At Acquisition Aesthetics, we offer award-winning training in aesthetic medicine for medical professionals, including doctors, dentists and nurses. With both Foundation and Advanced level courses available, you’ll obtain critical theoretical and practical skills for a successful career as an aesthetics practitioner. We also offer invaluable mentorship to each of our delegates, with key guidance on marketing and branding your clinic for optimal success. Whether you’re interested in finding out more about a career in aesthetics or you’re a current clinician who wants to expand your existing skill set, we’d love to hear from you! Get in touch with us via email at contact@acquisitionaesthetics.co.uk or call us on 0203 514 8757 to speak to a friendly member of our team.
