Ouch-er

Contributing reporter Lollie Hancock looks at the real cost of discounted treatments

In the ever-evolving aesthetics industry, where advancements in technology and techniques seem to come almost daily, aesthetics clinics often must find ways to stay ahead of the game both in treatment offerings and marketing.

As the demand for cosmetic procedures grows, so does the competition among clinics vying for the attention of potential clients. Add in the cost-of-living crisis and the fact that many prospective patients are striving to cut costs without missing out on self-care. With that considered, it’s no surprise that several clinics are turning to online savings platforms to promote their services at discounted rates.

A quick search on Wowcher through their “botox/injectables” subcategory soon reveals hundreds of results, from £99 PRP hair regrowth treatments in Morden to up to 56% off dermal filler to treat hip dips.

“Saving platforms such as Groupon and Wowcher are not new to the beauty industry,” explains Lisa Mason-Poyner, group director of aesthetic services at Élan Laser Clinics.

“They are already incredibly popular platforms within the spa industry with Wowcher alone selling an estimated 250,000 spa deals annually.

“When you read figures like this, it’s easy to see why clinic businesses would want to emulate that type of fast lucrative business growth and follow a similar path to boost their business, raise awareness of new and existing treatments, and grow their client base.

“However, what’s important to recognise is the fundamental differences between the two sectors of the industry, the treatments available and the type of practitioner required to administer them.”

So, why do clinics turn to these sites to promote their services, and is it an appropriate advertising tool in the aesthetics space?

MONEY TALKS

As with most businesses, clinics need to ensure they’re continually bringing in two things: patients and money.

Richard Crawford-Small, founder of Aesthetic Entrepreneurs, explains how: “The primary driving force is the desire to generate sales rapidly. Money loves speed, and these platforms are perceived avenues to swiftly drive and expand businesses.

“You can grow a business using (sites like) Wowcher and Groupon. I think the question is, just because you can, should you? The answer to that question is much more complex.”

RED FLAGS AND RISKS

When it comes to the clientele attracted by these websites, the target audience for the deals and offers are patients dipping their toes into the world of advanced treatments for the first time.

“Offers like this are often designed to appeal to ‘first-time’ patients who want to experience fillers and advanced treatments at a reduced price,” explains Mason-Poyner.

“As offers are usually price driven, they are also appealing for patients who have a lower disposable income and may ordinarily see price as a barrier to experiencing certain, more expensive treatment protocols.”

Choosing the right practitioner for cosmetic treatments, especially injectables, is hard enough, let alone when you’re distracted by discounts and savings.

“Robust research is of the utmost importance when choosing a suitable treatment and practitioner and is directly linked to safety standards,” she adds.

“This applies with any treatment, however it is purchased. We would always advocate that patients take adequate time to research before having a treatment to ensure that the practitioner administering the treatment is fully qualified and registered to do so.

“The ‘get it quick before it goes’ time constraints often associated with deals on savers sites such as Wowcher and Groupon can pressurise patients to make fast purchasing choices that are dominated by price, but that might not be the right one for them.”

“What is perceived as ‘a good deal’ financially may not necessarily equate to a safe, effective treatment by a qualified practitioner and so it’s important to stress that safety comes first always.”

The research Mason-Poyner is referring to goes beyond the correct qualifications. Patients should be able to find out if you have had any continued training development, and if you are a specialist in a certain area or skill.

Crawford-Small echoes the importance of finding patients doing their research, adding how, “for the practitioners, the big negative is that discount offers often attract challenging patients who don’t fully understand the process, and haven’t invested significant time, energy, or money into choosing a practitioner.”

THE POSITIVES AND NEGATIVES

ADVISE FROM THE ASA

Here’s what a spokesperson for the Advertising Standards Authority (ASA) had to say:

“In line with legislation, our rules make it clear that prescription-only medicines (POMs), including botulinum toxin, can’t be advertised to the public. This encompasses all forms of media, including social media. Ads can reference consultations on the area of treatment, but only as long as that reference is representative of a licence for that POM.

“As such, you can’t have ads for vouchers for botulinum toxin, and we’ve banned ads in that regard historically.

“However, this rule wouldn’t necessarily apply to non-POMs, including some cosmetic injectables. It would depend on the nature of the promotion, and we would review these kinds of ads on a case-by-case basis.

“One issue that could arise is timescales. Our rules say that ads for cosmetic interventions must not pressure people into partaking, and if an ad highlights the limited availability of a promotion, that could be a problem.

“Advertisers must be careful in how they market cosmetic interventions, even if the product isn’t a POM, and should ensure their ads are responsible and not misleading.”

Aesthetic Medicine magazine reached out to both Wowcher and Groupon for comment but received no response.