POWERFUL CONNECTIONS

Gilly Dickons considers the value of networking in the UK aesthetics sector

In this highly competitive and rapidly evolving sector, achieving success is built on clinical expertise and cutting-edge treatments, and, while these are undeniably crucial, a further effective and often underappreciated driver of business growth is networking.

As a clinic owner, understanding and leveraging the power of professional networks can be a valuable tool to sustaining and growing your business.

THE STRATEGIC IMPORTANCE OF NETWORKING

The UK aesthetics industry, encompassing everything from independent aesthetic practitioners to high street clinics and medispas, is one of the fastest-growing sectors in healthcare. The rise in demand for aesthetic treatments has created a highly competitive market, making it imperative for businesses to distinguish themselves. Networking can build strong relationships leading to collaborations, partnerships, and insights that are not easily accessible through other means. Let’s look at a few examples:

Building key relationships: In this sector, trust and reputation are of the utmost importance. Networking allows clinic owners, practitioners, and business leaders to build and nurture relationships with key stakeholders be it suppliers, industry experts, or potential clients. These relationships often lead to referrals, collaborative opportunities, and invaluable word-ofmouth endorsements, which are crucial in a field where credibility can be make or break.

Access to industry insights and trends: Networking events, whether formal conferences, workshops, or informal meetups, provide great opportunities for the mutual sharing of knowledge and learning about the latest industry trends. By connecting with peers and industry leaders, you can gain access to valuable insights. This knowledge can inform your strategic decisions, helping you to stay focused and on track.

Expanding your reach: Networking with influencers and media professionals can increase your brand’s presence, reaching potential clients who may not be accessible through traditional marketing channels. In our digital age, influencers and leading sector voices play a significant role in shaping consumer perceptions, particularly in the aesthetics sector. Through networking there’s an opportunity to enhance your visibility and credibility. Whether through social media collaborations, guest blog posts, or joint events, aligning yourself with recognised voices in the industry can lead to increased trust and interest from your target audience.

Enhancing clinic operations and development: Networking can be a powerful tool for enhancing operational excellence within your business. The exchange of ideas, best practices, and lessons learned from others in the industry can lead to significant improvements in how your clinic operates. At key industry events there will often be successful clinic owners speaking on a variety of topics, giving valuable insight and sharing best practice.

You can often gain insights into the operational strategies that other successful clinics are using. This might include innovative approaches to patient care, effective marketing tactics, or efficient administrative processes. By learning from the successes and failures of your peers, you can adopt best practices that enhance your clinic’s efficiency, reduce costs, and improve patient outcomes.

Support with patient complaints and adverse reactions: When treatment complications arise its invaluable to have a knowledgeable professional network to reach out to. When faced with a complication, having access to experienced colleagues can allow you to seek immediate advice and support - timely guidance can make all the difference in managing the situation effectively.

Here in the UK our sector has several associations and groups where there is a supportive network promoting ethical practices and advocating for patient safety. You can join organisations such as ACE Group World, CMAC (Complications in Medical Aesthetic Collaborative, and BAMAC (British Association Medical Aesthetic Complications), where you will have access to experienced, supportive peers.

Attracting and retaining talent: A strong professional network can also be valuable in attracting and retaining great team members. In a sector where skilled practitioners and effective clinic managers are in high demand, having a reputation as a connected and respected business owner can make your clinic an attractive place to work. Furthermore, networking with training providers could offer the opportunity for you to identify emerging talent early and enable you to bring skilled practitioners into your clinic as you expand.

THE ART OF EFFECTIVE NETWORKING

Effective networking requires more than just attending events or adding contacts on LinkedIn; it’s about building meaningful, mutually beneficial relationships:

Be genuine and authentic: Networking should never be transactional. The most successful networkers are those who approach relationships with authenticity and a genuine interest in others. Take the time to understand the people you connect with and consider how you can add value to their professional lives. This builds trust, in turn leading to more meaningful and longlasting relationships.

Invest in industry associations and events: Joining industry associations such as the British Association of Medical Aesthetic Nurses (BAMAN) or the British College of Aesthetic Medicine (BCAM) can provide access to a wealth of networking opportunities. These organisations host regular conferences, seminars, and workshops where you can connect with industry leaders and peers, developing your network. Additionally, attending events, such as the AM Live, CCR, ACE or the FACE conference, can broaden your network and expose you to wider trends and practices. You can even go global to broaden your network heading to events such as IMCAS in Paris and AMWC in Monaco – there are so many networking opportunities within this vibrant sector.

Making the most of digital networking platforms: In today’s digital age, networking extends beyond face-to-face interactions. Social media platforms, particularly LinkedIn, offer powerful tools for building and maintaining professional relationships. There are a growing number of Facebook groups across the sector where you can connect with like-minded professionals. By actively participating in online discussions, sharing industry insights, and engaging with content from others, you can establish yourself as a contributor and expand your network.

Follow up and maintain relationships: Networking doesn’t end when the event is over, you need to ensure that you follow up with new contacts - maintaining relationships over time is crucial. A simple thank-you email, a LinkedIn connection request, or a periodic check-in can keep the relationship alive and open doors for future opportunities. Remember, the value of networking lies in the long-term connections that can be called upon when needed.

In conclusion: Here in the UK aesthetics sector, where competition is fierce, and the pace of change is rapid, networking stands out as a valuable tool. For clinic owners, the ability to connect, collaborate, and learn from others in the industry is an asset that’s not to be overlooked.

By embracing networking, you can open the door to new opportunities for growth, innovation, and operational excellence. Whether through building relationships with key stakeholders, gaining insights into industry trends, or enhancing your clinic’s reputation, the benefits of networking can be far-reaching. As a clinic owner, it is your responsibility to ensure that networking is more than just an afterthought - it should be a deliberate and continuous effort. By focusing on networking, you will not only position your clinic for success in today’s competitive market but also lay the foundation for long-term growth and leadership.

GILLY DICKONS

Gilly Dickons is managing director of Aesthetic Response, a UK based virtual reception service providing expert, award winning enquiry-handling and diary-management to aesthetic practices. Dickon’s extensive insight into the aesthetic arena arises from a career spanning over 30 years in client servicing, including client-facing, marketing, and clinic management.