How to maximise profits in Aesthetic Practice

Philip Gray December 4, 2015

Aesthetic Business

The industry of aesthetic medicine has become highly competitive. Every now and then, new aesthetic clinics are popping up which are trying hard to plunder away your hard-won patients. Therefore you need to build a strong business strategy aside from gaining good hands-on aesthetic training, to build a strong and resilient business base in this cut throat competition. Here are some tips which will help you in building up strong business identity and flourish a profitable aesthetic business.

Customer service should be your first priority

If you are dedicated to see your aesthetic practice grow, then make customer service your foremost priority. For gaining success in aesthetic medicine, keeping hold of your patients should be a priority. But they will only stay loyal to you if they feel that they are being valued and it is not a very difficult thing to do. You just need to pay attention to little things like remembering about their personal details they have shared with you, you need to show them that you care and are concerned about them.

Developing an influential brand

Developing your practice of aesthetic treatments as a brand name is crucial for the success of your business. For this you need to define your aesthetic practice. What kind of aesthetic practice do you want to offer? Have you got an aesthetic training in some specialised treatment such as skin peels (a must before you start your practice) or have got some cutting edge training like chin & jaw augmentation training with injectables which place you ahead of others in the field? Or do you want to have high-volume practice or that is offering great value? You need to be very clear about these things in the beginning of your aesthetic practice because you cannot be all. You need to reflect and think how you want people to perceive your aesthetic practice and in which areas you have keen interest and you love to excel. Then make this focal point of attention, place it in front of people and base all your marketing messages on it. Remember, advanced treatments don’t necessarily place your brand in a higher position. Doing simple treatments that carry lower liability with great competence usually turns into high profits with low costs while earning good patient satisfaction.

Exhibit your credentials

Developing trust of your clients is exceptionally important for the success of your business in any industry but this become even more important in the business of aesthetic medicine and treatments where people not just placing their looks in your hands but also their lives. Don’t leave any room for doubts about your credentials and give significant importance to reassurance.

For this, display all your pertinent certificates and degrees in frames on one wall of your clinic and if possible get them copied in high quality and display them in your treatment room, as well.

Focus on professional development by learning latest and advanced skills and communicate it to your patients

Continue your professional development on ongoing basis. You can always keep on excelling in your aesthetic practice. Along with this ensure that you communicate your knowledge, expertise and experience to your patients. They will appreciate your passion and enthusiasm for your field advancement in aesthetic medicine. Send them emails or posts about your newly learned skill and treatment you have added to your list of aesthetic treatments. Take photos, press clippings and display them in folders and place those in the reception area for your patients to see and appreciate that you are making advances in your expertise for their advantage.

Regularly communicate with your team members

This is essential for the constructive and positive growth of your aesthetic business. Arrange regular meeting with your staff members to discuss new ideas as well as addressing any internal or external issues. So, if you are not doing this make a schedule to do it. Also, make sure that every member of your team should have knowledge about the important details of your practice such as qualification and experience of all practitioners, aesthetic treatments offered, how many treatments has been performed until now etc.

To ensure this, you can create a crib sheet of the frequently asked details and questions and place the copy of it beside every phone because the phone is the first likely interaction with your prospective client. So if your team will be able to provide them with quick and reassuring answers it will give out a positive and potent impression about your aesthetic clinic.

Create a strong first impression

Following good phone etiquettes will give a positive first impression to your prospective clients. If a receptionist picks the phone with a warm and welcoming tone and confidently answers all the questions about practitioners, treatments and clinic with confidence and surety, he/ she is more likely to win a client for you. The crib sheet you have created will prove to be very helpful in this aspect. You can instruct your receptionist to make the caller feel valued and to go an extra mile by sharing other relevant details about clinic, treatments and credentials in order to persuade the potential clients to choose your clinic over other competitors.

Add a ‘WOW factor’ to your aesthetic practice

The difference between an average business and a super successful business is a ‘WOW factor’. If you want to stand out from the lot you need to do something extra. There can be many things which you can do such as creating an inspiring clinic decor, offering complimentary treatments, giving free sample products, offering some food item while your patients wait for their turn or almost anything which you think will make you different from your competitors.

Keep a close check on your expenses

It is crucial to keep a close eye on your revenues and expenses as every penny counts. If you spend unnecessarily without calculations it will end up wasting your hard efforts. By having better knowledge about economics of your business, you will be able to take better decisions. Therefore, keep regular check on the major metrics of your business including:

Total revenue generated
Revenue generated by each aesthetic treatment
Average patients visits each day
Number of new patients
Most demanded treatment
Treatment giving most profit
Average spending on marketing
Average spending on the equipment
Average cost for retaining and attracting new patients

By having detailed knowledge about these and other relevant metrics will enable you to better plan your business strategy for future and to spend your time, money and resources in the right direction. It will also provide you with an idea about the future targets or goals which you intend to achieve in coordination with your team.

Having aesthetic training is worthwhile and profitable if you closely follow these important tips for the success of your aesthetic business.

Philip Gray

I used to be general practitioner by profession but training in aesthetics opened up new and exciting world for my career. I have a passion for writing so I blog about the various options that are available for general practitioners in the industry of aesthetic treatments and how these can open up an exciting career for them. I reside in London and I simply love my new career shift as an aesthetic practitioner!