Have you noticed the large increase in new clinics and aestheticians cropping up in your area? Perhaps you’ve seen the discounted pricing, which is starting to cause some concerns over the long-term security of your own business.
With the pandemic firmly now behind us (we hope), there’s no doubt we’re seeing huge growth within the aesthetics industry. While this is of course incredibly positive, this increased competition also means that it’s imperative we take action to secure our brand’s positioning within the marketplace for many years to come.
With all of this in mind, I’m thrilled to have teamed up with Aesthetic Medicine magazine to offer readers our ‘Business Masterclass Series,’ a combination of articles, online training and in-person business education at a number of Aesthetic Medicine live events throughout the year.
The Business Masterclass Series, which is designed specifically for clinic owners and managers, aims to provide you with the tools and expertise to make, manage and multiply your clinic’s impact and, ultimately, your revenue.
In the coming months, I will be taking you through the Clinical Freedom Formula, which both myself and my clients have utilised successfully across multiple businesses to not only establish, but expand and achieve sustained, long-term clinical growth, while achieving freedom from what can be the daily grind of running a business.
Seeing others succeed and thrive is such a huge passion of mine. The transition from employment through to private practice, and in turn, clinic ownership, can create huge amounts of stress if not managed correctly. The path isn’t linear, however, maintaining progress can be extremely rewarding.
So with this in mind don’t miss our online seminars, as outlined below: Monday, September 12 – 7 pm Monday, October 17 – 7 pm Monday, November 14 – 7 pm Each business seminar is 90 minutes long and will take a deep dive into three sectors of your aesthetics business: branding, marketing and expansion.
Alongside these seminars, make sure you also check out the supporting articles in
magazine over the coming months.
We will also be at Aesthetic Medicine North on September 25-26, so if you’re visiting please come and attend a masterclass session, or if you’d like more of an in-depth look at your business, why not grab some 1-2-1 sessions during the two days, where myself and the team can assist you personally.
I will also be attending Aesthetic Medicine Ireland in Dublin on November 5, where I’ll also be holding a masterclass and 1-2-1 sessions. We’d love to see you all there.
Here is a little snippet of what’s to come, which I hope will encourage you to think about where your business is at currently, and ultimately, where you want it to be?
Branding is often seen as just a logo, website and colour palette, but your brand should be continually developed and refined as your business is, too. After all, it’s the building block of your brand and will allow you to transition within your marketing and grow.
There are four stages within this, as follows: Clear branding –Tthis is the level most people believe is it. You have a strong and responsive website, social media channels and colour/ logo strength, so when people are directed to you they are clear on both your message and your company values.
Brand awareness – People are aware of your brand through your marketing and can clearly see what it stands for, but this is still driven by yourself and your business, or the patients you’ve treated.
Brand recommendation – Where others warmly recommend you even if they have not been directly treated by you. For example, the question may be “I am looking to have xyz done” with the answer: “Have you looked at (your brand)? I have heard that they are great at what they do.”
Brand dominance – This is where a non-price-biased decision is made and people purposefully seek you and your clinic out for treatment without consideration for others. If they are to be treated then you are the only option regardless of price and availability.
You should be allocating time and energy on a weekly basis to develop your brand and its presence through non-directmarketing routes, building authority through magazine articles, alongside association with leading people and recognised trusted businesses within your community, as well as the industry at large.
With all of this in mind, remember to block out the dates in your diary for the forthcoming Business Masterclass Sessions and don’t miss the forthcoming issues of Aesthetic Medicine magazine for further information, too. I can’t wait to see you all soon, to work with you and watch you grow.
Philip Elder is a multiple business owner whose portfolio includes Neos Clinic, Aesthetics Clinic (owned alongside his wife), Accountancy Practice and Finance Company, as well as a substantial property portfolio.