How to use virtual world to take aesthetic business to next level?

Whether you are providing beauty or surgery related services, the phrase ‘online reviews’ might be quite daunting. The virtual world has grown up into a whole new place where massive number of businesses is present and they want to know the views of people about them online and how they can exercise control over it.

Online reviews are quite similar to having the direct feedback of customers through email or by phone call or having a customer standing on the other side of the table and directly talking to you. However, handling the online reviews can be quite difficult as compared to handling the feedback of customers face to face because these reviews are also read and seen by many other people who are browsing online for information about your particular service.

Interaction of consumers

• Interaction through websites

Since the creation of virtual Yellow pages type listing online, the digital landscape has tremendously changed. People make use of Google, YouTube, Craig’s List, and Gum Tree in the same manner as they used to go through encyclopaedias and local newspapers.

Now often when people do an online search for businesses they search through the websites like Yelp instead of using the paper directories. Yelp provides basic information about the businesses and also provides a platform to the people to respond and communicate with various businesses by using photos, reviews and through discussion forums. Like many other similar websites, Yelp works naturally by taking the word of the word of the mouth and spreading it through the online platform.

Approximately 60% of organic searches come from the mobile site of Yelp. This means that people are also searching through their mobile devices like laptops, smart phones, and tablets while they are on the move from one place to another and are ready to make purchases. The searches through the mobile devices are on the rise and the cooperation between Yelp and Apple Maps has further enhanced the entire experience.

• Interaction through reviews

Online reviews can be written almost about any business but when we talk about beauty, health or fitness industry, people mostly write and share their personal experiences with these businesses and they share their own views about a particular service or facility. People who intend to buy some product or service, often search for online reviews about that service or product to have knowledge about what people experienced after availing that product or service. Therefore, online reviews can make or break your business image and reputation among the general public.

Some online search trends

According to the 2013 reports of British Association of Aesthetic Plastic Surgeons (BAAPS), within UK 50,000 aesthetic procedures were performed during 2013 which was a 17% increase as compared to 2012. In 2010, 1 million Botox procedures were performed and this trend continues to rise every year. This sector of non-surgical treatments is really thriving accounting for almost 9 out of 10 treatments.

The study results of Minotaur Consumer Study showed that almost 19 million people would like to undergo some kind of cosmetic procedure in UK. That is really a big percentage of UK population that is searching for such kind of services and majority of people frequently search different types of cosmetic procedures and clinics online about what are these and where they can get these treatments.

On average, 1 in 3 people who use Yelp looked out for the Health or Medical services while 2 out of 3 people searched for the Beauty and Spa services. Though these are not regular or daily activities like having coffee but it shows that people are searching online reviews and tips about where and which to choose.

As we already know, that it is a highly personalized kind of industry, the reviews of every consumer who have waxing done at some high street saloon to consumers who have some full fledge cosmetic procedure from some eminent cosmetic clinic, is a significant review. It is actually reflected by the number of reviews that are posted on Yelp that is 9% of all the reviews on Yelp pertain to Beauty & Fitness while 6% are related to health. 

How to take optimal advantage of online customers?

As all the above mentioned figures show that online market place is one of the biggest opportunities to develop and market your aesthetic clinic and practice where you can attract huge number of potential clients. There are some ways which can be adopted to take full advantage of the online consumers.

• Add pictures and images to your listings

Picture speaks louder than words. You can easily present your business listings with a more augmented look by adding pictures and images and by ensuring that the information provided by your business is accurate as well as highly useful and informative.

• Interact with your consumers

After getting some reviews from the customers, interact more with your online customers and learn how you can effectively handle their online reviews by giving useful and precise answers. Also ask opinion of people about your services.

• Responding to the online reviews

Whether you get a good or bad review, it’s always a good practice to respond to it. Whether you get this feedback on FaceBook, Yelp, Twitter or any other platform, it acts in the similar way as any verbal feedback. For instance, if someone had a Botox or dermal fillers treatment that didn’t turned out to be good, you can respond to them by providing them with your guidelines for the procedure and explaining how effectively and safely the procedures is performed and also outline the risks and complications involved.

• Provide efficient online customer services

Do not think that the customer service end up when the client leaves your office. If you want to keep your clients and potential customers engaged and informed about your treatments and procedures, keep in touch with them online. Ask them write a testimonial for your services or leave an online feedback about your services.

In a nutshell, the world of World Wide Web holds lots of opportunities for your aesthetic business if tapped in the right way. Online reviews always attract more customers as they reflect the real personal encounters and experiences with the products and services. So these can be utilized to give a boost to your business.