Advertising Brand Names Can Be Bad for Business
Medical aesthetics has become a highly competitive industry on multiple fronts. A new med spa, wellness clinic, or provider driven studio suite seems to pop up daily in just about every market across the country. The same seems true for medical technology. A better, faster, stronger, or longer lasting neurotoxin, dermal filler, injectable, or energy-based device is introduced to the industry at a rate that that surpasses our ability to achieve the ROI for the one we just purchased this morning. Let us not open the can of worms that is off label (non-FDA approved) uses for existing products. It is likely that someone will have discovered a new place to inject a biostimulator for an undiscovered physical benefit before you’re done reading this post.
One way a practice owner can manage the speed and cost of doing business in the fast-paced medical aesthetics industry is through client education on available services and products. Not only does education enlighten the client on the various treatment options available, but it goes a long way toward building legitimacy and credibility in the practice. Educational programs via in person seminars and social media posts can also help clients gain confidence in the practice’s ability to effectively treat specific areas of concern with the utmost care, skill, and professionalism.
While most practice owners are great at creating educational content, where they fail is in how they choose to present it. Many choose to market brand names to lure clients to their practice. While it is true that brand names such as Botox, CoolSculpting, and Morpheus 8 are well recognized within the industry, many clients do not have a deep understanding as to their uses and benefits. It is also true that some have had reputational concerns. Like with your practice, while positive reviews may spur interest, negative reviews can deter growth.
For example, there are what seems like differing views as to the efficacy of CoolSculpting. Some will say it works, others will swear it does not. The truth? It does work. However, it doesn’t work to the level of expectancy if it is short sold. One treatment series is likely not going to get the results a client expects. But we see one treatment sales taking place across the industry daily. The same is true for Morpheus. Some may say it works but is extremely painful. Others may say it does not work and is not painful. Which is it? It depends. It depends on the treatment protocol and the client’s pain tolerance. No two people tolerate pain the same and no two providers are the same when it comes to delivering treatments. The well-educated and highly skilled are the ones who do it right. They also happen to be the ones that get the referrals and repeat business.
Therefore, advertising a brand name can be good and bad. If people have a positive opinion about the brand, then you may see a positive response to your marketing efforts. However, the opposite is also true. The other thing that is true (kinda) is that your technology is going to be outdated the day after you buy it. There is always going to be a shinier toy. Does that mean it is necessarily better? Their marketing will say it is. But you are the professional and your clients don’t want a marketing agency telling them what is best. They want your professional guidance and opinion. Before you invest in high-cost technology, do your due diligence. Do not let a salesperson sell you. If it needs to be sold it likely can’t stand on its own merits.
When a practice markets a brand name, they not only risk dating themselves and their technology should a newer and better marketed device be introduced tomorrow, but they can also handcuff their providers by making a client believe that one product is better than another, when in fact the one they want may not be best for them at all. By marketing the treatment (e.g., wrinkle relaxer, skin resurfacing, skin rejuvenation, facial contouring, etc.) and the results, you free yourself from the constraints of brand name marketing. You also provide flexibility in treatment options, and you give yourself time when it comes to adding or replacing equipment.
When you market the service and the results, you’ll find that your clients become smarter about the benefits of medical aesthetics. You’ll also find that educated clients visit the practice more frequently.
💌 Are you ready to take on an investment partner to help you grow your medical aesthetics practice? If so, we are here to partner with you every step of the way. Fill out the contact form or send us an email at info@baraesthetics.com and we will schedule a call to discuss the possibilities.
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