SOCIAL SUCCESS FOR 2023

As part of his business masterclass series in partnership with Aesthetic Medicine, Philip Elder from Exceptional Aesthetics looks towards the year ahead.

Firstly, welcome to 2023, this is my first article this year and it was a huge pleasure to see so many of you at the recent Masterclass session.

Social media, whether you love it or hate it, plays a huge part in our daily lives. Unless you have recently emerged from a cave, you will be aware of social media and the different channels available to you, from YouTube and Instagram to LinkedIn and Facebook. You will also probably be aware of the importance of being on social media for your clinic and your business. Unfortunately, that is often where it stops.

The reality is that our growth exists outside our comfort zone – we need to break through this, push the boundaries and success will follow. The very first step is to stop being a consumer and become a creator. Stop scrolling through other people’s posts and content and start producing your own. You have a gift and set of experiences unique to you because you are you. Let me explain this a little further. Firstly, the physical skills and knowledge you have currently are the world’s bestkept secret. Unless you are telling and sharing these then people cannot benefit, and you are not serving your clients and, in turn, potential patients. The second point is that you are unique. People will judge and resonate with different people – and that’s fantastic. You want to attract the correct client and patient to your clinic and not waste valuable clinical hours on the wrong one. It’s a little like being at school – you loved the way some teachers expressed and taught, but others, not so much. Who you are, how you share information and ultimately how you connect with people is unique to you – you are no worse than anyone else, so start creating and sharing.

If for some reason you missed it, have a look back at Aesthetic Medicine’s or Exceptional Aesthetics’ social pages for a link to see the full webinar recording. Some of the items covered included what a social media strategy is, the importance of having one, as well as how to define your goals and turn them into a formulated content plan to stop the guesswork, while building immediate and longterm growth. We also looked at how to define your target audience to post in the correct places at the correct time, to gain the greatest results with minimum effort, along with key calls to action to grow your brand, increase engagement and, ultimately, increase the revenue into your clinic.

Remember, on February 15, we have our next Masterclass session in the series on time optimisation – how to leverage systems and processes to create optimal time for treatment and revenue growth.

Have a great month in the meantime, and remember, when it comes to the business element of clinical success, it is about progress, not perfection.

PHILIP ELDER

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.