Ask Alex

‘How do I market new skincare products in my clinic?’

Having read this skin-themed issue, you might be feeling inspired to market new products in your clinic.

Skincare has such added value, and the marketable benefits of selling skincare products in-clinic are vast. Messages can be as simple as ‘maintain your results from home’. As injectable and device technology evolves, so too does skincare. This means you’ll probably be introducing new products to your clinic regularly.

When launching a new skincare product, you could just get the stock in, take the training, and stick it on the shelves. However, each new product represents an opportunity to reintroduce skincare to your patients. First, match products to the concerns that your patient base has (there’s no point investing heavily in acne-specific products, if your patient base’s main concern is anti-ageing). Then, plan an omni-channel approach to launching the new product. This includes having an internal plan, as well as an external plan for launch and training any members of your team on the product, before getting the message out to your patients.

Consider digital and traditional (offline) marketing when introducing a new product in-clinic. Digital avenues, including your social media, website, and paid ads, offer a vast reach, enabling precise audience targeting and real-time engagement. Traditional marketing, through print media and displays in-clinic, builds trust and credibility for patients who walk through your clinic door.

Social media plays a massive part in your clinic’s digital marketing. Don’t rely on it wholly to shift product, however, as you wouldn’t rely on it wholly to market treatments. I prefer the ‘tell, not sell’ approach, so educate your followers on the benefits of your product and show them results. In this age, video is a must. Getting comfortable with being in front of a camera is vital, but there are ways around this, including voiceovers, if you don’t want to be the face of it.

If the product is eligible for online sales, you should explore adding it to your Meta catalogue so you can tag products for direct sale through Instagram and Facebook. Shopify, BigCommerce and WooCommerce make selling products on your website simple for patients and for fulfilling orders. TikTok shop is trending now and is worth considering if you’re on the platform; some brands have had huge success launching on TikTok shop, but beware that buyers expect discounts available exclusively through the app.

Email marketing is another essential tool in launching new skincare products. Patients and followers could be offered the opportunity to register their interest in new products, and you can email them an exclusive opportunity to pre-order the products. You should email your marketing list with information about the products, perhaps integrating it into a wider clinic newsletter or focusing emails on a specific concern. Email can be personalised to patients’ concerns, if your product is for acne and you have segmented your acne patients, for example.

If you’re introducing an entire new range, it might even be worth holding an in-clinic event, with promotions, samples, and networking for your patients. Events are a great way to sell skincare, and this can be showcased alongside your headline aesthetic treatments. The trend towards personalised experiences and bundling of treatments extends to skincare. Buying skin treatments that include skincare as part of the service could be a separating factor for treatments which are otherwise available at competitor clinics; only you offer bespoke packages. My good friend and colleague, Vanessa Bird, offers consultancy in this area.

These principles don’t just apply to new skincare, but any new addition to the treatment menu at your business. Prior planning when you have the new product in mind will help you make the most of any new product coming through. As always, don’t forget to make as much use as possible of the company representatives, to maximise your return on investment. Launches only come around once, so make the most of them!

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a familyrun digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic