April 20, 2018 - Oh My Heartsie Girl

If you own a cosmetic surgery practice, then you know that an upfront business model is everything. A single unethical move and your business’ reputation could be ruined for life. It’s important to inspire customer trust every day, and to keep every business practice above-board. Your aesthetic practice should employ only the most confidence-creating tactics, to ensure that you stay trusted and in good standing as long as you’re in business. Without further ado, here are essential practices for your aesthetic clinic.

Start Simple

If your cosmetic practice is brand new, then you’ll want to focus on the most basic surgeries first. Many cosmetic procedures can be deeply complex, and while you’ll eventually acquire the skills, you should gain popularity and experience with simple procedures first. Don’t be afraid to build up gradually to the practice you want.

Train Fully

Before opening your cosmetic practice, you likely underwent both an education as a cosmetic surgeon, and some time understudying the job. It’s important that any new staff members also undergo the proper training, according to the tasks they’ll be performing. Every member of your staff should be properly trained, and you shouldn’t be the only member of your team equipped to perform surgery.

Location

Your location will both inspire confidence and help recruit a customer base. You should choose a location for your practice that’s easily accessible and located in an affluent part of town. The surrounding buildings and lawns should look beautiful and professional. In your practice, you know that image counts, so make the image of your cosmetic practice a good one.

Test Your Equipment

All of your equipment should be properly insured in case of breakdowns or failures to operate. Before performing a patient procedure with any new equipment, you should perform tests to ensure that your equipment is working properly. If you want to save money on equipment and still provide top quality care, you can purchase used cosmetic lasers. They retail at a much lower rate, and are often just as reliable.

Always Take Photos
Every patient will want to see a before and after photo. It can be hard for them to really see the difference unless their healed face is placed side by side with their previous look. A before and after photo can get a customer excited about the quality of work you performed, and you can even display your best transformations, with customer permission, in the lobby.

Keep Careful Records

Every patient’s history should be recorded. You should be able to pull out a detailed history of the procedures they underwent, and what options were discussed before and after surgery. You can have a patient fill out their personal information at the clinic, or you can offer them the chance to do so online. It’s important to have a patient’s information for every step of their journey.

Cosmetic surgery is a wonderful chance for patients to feel better about themselves. It’s no secret that being attractive can help you get hired, and anyone in the performance industry needs to pay special care to their looks. Making customers feel confident is an important part of what you do.

When you launch a new business, you need to identify who your target demographic are going to be and focus your marketing efforts on them. But that does bring some limitations. A year or two down the line, if your marketing strategy is a success, you will have sold products to a vast chunk of that target demographic and you might see sales start to slow. If you’re going to maintain that momentum, you need to start looking outside of your original target market and appeal to some new demographics that wouldn’t previously have bought your products. It’s often difficult to break into those new markets but follow this advice and you’ll see an increase in sales in no time.

Image From Stock Vault

Rebranding

Rebranding is the most important step because all of your current branding is designed with a specific type of person in mind. It won’t appeal to your new target market and so you need to go through a rebranding process and alter all of your marketing materials with your new target demographic in mind. It’s a fairly expensive process so make sure that you’ve got enough funding to see it through to the end. Before you start the rebrand, you need to work out who you’re trying to appeal to and understand that market.

Choose A Target Market

It’s not enough to just say, we’re making plenty of sales to middle aged men, for example, let’s try to sell to everybody else. You need to think about your product and which other groups might have use for it. If you’re selling beard trimmers to older men, for example, you won’t get far trying to appeal to a female market. However, you might be able to sell to younger men if you change the branding in a way that appeals to them. If you did want to sell to women, you could consider creating a new version of the product.

A good way of working out which target markets are likely to buy your products is to look into the analytics on your social media profiles and your website. You can see which searches people are making in relation to your products. By doing that, you’ll often notice where there are gaps in your offerings that you can then fill. When you’re choosing a new market to break into, always ensure that it makes logical sense and those customers will actually have a use for your product.

Understand Their Mindset

When you’re trying to reach a different type of person, you need to understand their mindset and what they respond well to. The same techniques that you use to appeal to the older generation aren’t going to work with millennials. You need to spend some time researching that market and looking at what other successful companies are doing. That doesn’t mean simply imitating the marketing strategies of others, it means looking at the ways in which they relate to their customers on their level.

Follow these 3 steps and you’ll be able to tap into a new market and continue expanding your company.