Making your clinic truly inclusive

Sinead Gorman considers supporting LGBTQIA+ patients in aesthetics through your marketing

Creating an inclusive, welcoming environment in medical aesthetics is not just an ideal it’s a necessity. The healthcare space, including aesthetic treatments, often leaves marginalised communities feeling vulnerable. Among these, LGBTQIA+ individuals face unique challenges that can make them hesitant to seek the care they need. In this article, we’ll discuss how medical aesthetics clinics can become more inclusive through simple steps, such as adapting intake forms, offering tailored treatments, and leveraging social media authentically.

The concept of inclusivity is about more than just having a diverse range of clients; it’s about creating a space where everyone feels safe, understood, and respected. For LGBTQIA+ patients, medical aesthetics can often feel intimidating. A clinic that presents itself as a safe space fosters trust and confidence in patients, making it more likely that they will seek out treatments that enhance their well-being and, in some cases, greatly improve their quality of life.

Inclusivity in this context means that considering psychological safety is just as important as promising physical safety. Just as you’re taught to respect facial anatomy when administering injectables, creating a psychological “safe space” should be non-negotiable. When patients feel comfortable and understood, they are more likely to engage fully in their treatment journey. In turn, practitioners benefit from improved client relationships, more referrals, and a reputation for compassionate care.

CRAFTING AN INCLUSIVE SOCIAL MEDIA STRATEGY

Social media is one of the most powerful tools for communicating a clinic’s values and establishing an inclusive reputation. The way you present your clinic online can significantly impact how potential patients view your practice.

CELEBRATING PRIDE YEAR-ROUND

Pride Month is an obvious time to show support for the LGBTQIA+ community, but the work shouldn’t stop there. Celebrating Pride openly – whether through “Happy Pride” messages, sharing informative graphics, or simply stating that your clinic is an inclusive space – should happen throughout the year. This shows that your commitment isn’t just a seasonal marketing strategy, but a core value of your practice.

SHARE AUTHENTIC CASE STUDIES

Patient stories can be an effective way to humanise your social media content and build trust. If a patient is comfortable sharing their experience, ask them if they’d like to be featured in a post or video. For LGBTQIA+ patients, especially those transitioning, this can be incredibly empowering and offer visibility to others who may have hesitated to seek treatment. Ensure that any content shared respects privacy and consent at all times.

BE VOCAL DURING KEY SOCIAL MOMENTS

Don’t shy away from supporting the LGBTQIA+ community during political or social moments, especially when issues that affect them come to the forefront. If you feel comfortable, share petitions, raise awareness, or simply show your solidarity on your clinic’s social media pages. This reinforces that your inclusivity extends beyond just marketing treatments – it’s part of your clinic’s culture.

DESIGNING INCLUSIVE INTAKE FORMS AND COMMUNICATION

Inclusivity begins at the very first point of contact: your intake forms. A standard intake form might ask for gender, but for LGBTQIA+ patients, this can be a source of discomfort or frustration. It’s essential to consider the following when designing your forms and communication:

INCLUDE A PREFERRED PRONOUNS SECTION

One simple but crucial step is adding a “preferred pronouns” section to your forms. This shows respect and acknowledges the diversity of gender identities. Make sure your team is trained to check these preferences before communication begins, ensuring all interactions are respectful.

GENDER-NEUTRAL LANGUAGE

Be mindful of the language you use in marketing materials, communications, and even patient documentation. Rather than assuming all patients are female or male, use inclusive terms like “patient” or “they/them” until you know the individual’s preferences. This demonstrates a commitment to respecting gender diversity and creates a welcoming atmosphere for everyone.

FEEDBACK IS KEY

Encourage feedback from LGBTQIA+ patients to ensure that the space you’ve created is truly inclusive. This can be done through anonymous forms or casual check-ins. Constructive feedback can help you identify areas where your clinic might unintentionally alienate patients, allowing for adjustments to improve the overall experience. Don’t be afraid to ask – it shows a commitment to creating the best and most comfortable environment.

MARKETING TAILORED AESTHETIC TREATMENTS FOR LGBTQIA+ PATIENTS

Medical aesthetics treatments, such as injectables or skincare, often have unique considerations for LGBTQIA+ patients. Whether it’s due to hormone therapy, transitioning, or personal preferences, the treatments you offer should be adaptable to each patient’s needs.

HIGHLIGHT GENDER-AFFIRMING TREATMENTS

A clinic’s social media can be an excellent platform to educate your audience on how aesthetic treatments can be tailored to transgender individuals. For example, posts on non-surgical facial masculinisation or gender-affirming hair removal services can directly address the concerns of potential patients. For those transitioning from male to female, treatments such as masseter toxin injections can help reduce jaw prominence, while fillers can help enhance facial features that are common in both males and females. Even a brief mention of these treatments helps raise awareness and demonstrates your clinic’s understanding of gender-affirming procedures.

SHOWCASE YOUR EXPERTISE

Sharing your knowledge of gender-affirming treatments isn’t just about promoting services; it’s about education and empowerment.

Consider creating video content or written posts where you discuss the benefits of specific treatments for LGBTQIA+ patients. If you don’t feel comfortable in your experience for addressing a particular treatment, ask for anonymous case studies or partner with a colleague or peer who has more experience. Getting firsthand experience with patients in the community can further refine your practice and demonstrate that you are willing to evolve in response to their needs.

MAINTAINING AUTHENTICITY AND AVOIDING TOKENISM

Authenticity is paramount when it comes to inclusivity. If a clinic’s support of LGBTQIA+ individuals is not genuine, it can backfire. Here’s how you can maintain authenticity in your messaging:

BE TRUE TO YOUR BELIEFS

If inclusivity is something your clinic truly believes in, it will naturally come across in your content and interactions. If your support for LGBTQIA+ patients is superficial or forced, it can lead to distrust. Patients can tell when they’re being marketed to rather than supported.

AVOID TOKENISM

One major pitfall is limiting LGBTQIA+ visibility to just Pride Month. While Pride is a significant occasion, your support for the community should be ongoing. Another mistake is using symbols like rainbow flags without substance. Don’t “rainbow-wash” your content – ensure it’s thoughtful, heartfelt, and aligned with the actions you’re taking to be inclusive.

Especially during Pride Month, it’s essential to ensure that your inclusivity efforts extend beyond just posting rainbow flags or hashtags. Engage in tangible actions – such as training staff on how to communicate with LGBTQIA+ patients or hosting events that raise awareness and give back to the community. Consider partnering with local charities with specialist events or fundraising campaigns to further cement genuine support as opposed to surface level inclusivity. Authenticity is not just about showing support; it’s about making real changes that reflect your commitment.

MEASURING SUCCESS AND CONTINUOUS IMPROVEMENT

It’s important to track how well your efforts at inclusivity are landing. Anonymous surveys or feedback forms can help gauge how LGBTQIA+ patients feel about your clinic’s environment and services. Tracking engagement on social media is another useful metric- look for trends in likes, shares, and comments on content related to LGBTQIA+ issues. But the most telling measure of success will always be how comfortable and supported your patients feel.

Inclusivity in medical aesthetics is about more than just offering a welcoming space; it’s about understanding the unique needs of LGBTQIA+ patients and tailoring your services to meet those needs. From inclusive language to gender-affirming treatments and authentic social media strategies, small steps can make a big difference in how your clinic is perceived by the LGBTQIA+ community. By creating a truly inclusive environment, you not only expand your patient base but also build a practice founded on trust, respect, and care.

SINEAD GORMAN

Sinead Gorman is the senior lead PR manager at marketing agency, Quirky Frog. She embarked on her career journey in 2022 after graduating with a first class BA Hons in Multimedia Journalism from Manchester Metropolitan University. Her academic excellence laid the foundation for her success in the dynamic world of digital media.

With a diverse skill set and over three years of marketing experience, she has successfully worked with a wide range of clinics and medical aesthetics brands in both PR and social media, helping them to grow both their accounts and their online presence. As a social media and PR manager, Gorman brings her expertise and relationship-building prowess to every project she undertakes, following her personal mission: telling stories to make genuine connections