6 mins
Scaling with purpose
Adoreal president Johan Andersson considers why consumer-led innovation is the future of aesthetic medicine
The aesthetics industry is growing at an unprecedented pace, but as with any rapid expansion, the challenge lies in scaling with both impact and integrity. Having spent the last 20 years building and scaling succe ore recently, consumer platforms, I know that long-term success in aesthetics doesn’t come from short-term hype or cutting-edge tech alone. It comes from starting with a simple, but often overlooked question: what does the consumer actually need?
In an industry that has historically centred innovation around practitioners, devices, or techniques, there’s now a powerful shift underway - one where the consumer voice is no longer an afterthought but the very foundation of growth. At Adoreal, this shift isn’t just a strategy; it’s our reason for being. And it’s something clinics should be leveraging to strengthen their own business models, deepen patient loyalty, and unlock sustained growth.
THE CASE FOR CONSUMER-LED AESTHETICS
My journey into aesthetics began with product innovation. I was fortunate to play a role in introducing game-changing technologies like Motiva MinimalScar® and Motiva JOY - and more recently, we launched MIA Femtech in the UK. Both of these were designed to improve patient trust, confidence, and surgical outcomes through smaller incisions and less invasive techniques. Alongside these developments, I helped launch the Women’s Choice Programme: a global initiative supporting informed decision-making for women considering implants.
These were milestones I’m incredibly proud of. But even then, I could see something missing in the broader industry approach. While we were developing safer, smarter, more beautiful outcomes from a clinical perspective, there was still a disconnect between what practitioners offered and what patients truly needed - which was to feel informed, empowered, and confident in their choices.
That realisation planted the earliest seed for what would become my company – a platform not built around products or procedures, but around people.
WHAT DOES THIS MEAN FOR YOUR CLINIC? START WITH EMPATHY-LED DISCOVERY
A recent survey by Adoreal found that 25% of prospective patients cited poor surgical outcome as their biggest concern - ranking higher than recovery time (24%), pain (19%), and even safety risks (11%). Despite these fears, the demand for treatment remains strong: over 70% are actively considering a procedure within the next year, and nearly half (46%) intend to go ahead within the next three months.
This data reveals a key tension at the heart of modern aesthetics: patients want to move forward, but doubt and uncertainty are slowing them down.
Clinics must address this head-on. Start by reframing how you talk about outcomes. Move away from vague “transformations” and towards realistic, personalised expectations. Highlight a range of case studies across ages, skin types, and outcomes, not just your most dramatic results.
Proactively talk about revisions and complications too, not to alarm, but to reassure. Transparency builds credibility, and credibility builds conversions.
When patients know you understand their fears, and that you are prepared to meet them with honesty and evidence, they’re far more likely to move forward with trust and confidence.
One of the most impactful things your clinic can do right now is to listen more deeply. Audit your current patient journey and ask:
Are we making assumptions based on what we think the patient wants? Or are we actively asking, observing, and analysing what they need to feel safe and confident in their decision-making?
Build in points of feedback from initial enquiry through to post-treatment care. Let patients guide your innovation roadmap, not just your marketing.
ALIGN INTERNALLY FIRST
Educate and empower your team to speak the same language as your patients. Host training sessions that go far beyond technical skills. Focus on emotional intelligence and communicating with clarity and compassion.
When your front-of-house team, nurse practitioners, and doctors all understand the same patient priorities, which are mostly always trust, transparency, and predictability, you create a seamless experience that patients remember and, ideally, go on to recommend.
THE AESTHETIC CERTAINTY GAP
Across every venture I’ve built, I’ve always been fascinated by the gap between interest and action. Aesthetic treatments are no exception. Research consistently shows a large cohort of potential patients who are curious about treatments but ultimately don’t convert – not because of price, but because of trust.
This is what we call the certainty gap. People want transparency, predictability, and the reassurance that they’re making the right decision – not just medically, but personally. The current landscape, which contains fragmented information, filtered before-and-afters, and inconsistent standards, doesn’t fully serve that need.
At Adoreal, we’ve built tools to bridge this gap, from personalised treatment plans to 3D visualisations and transparent communication to guide consumers throughout their journey. However, the underlying philosophy can be adopted by any clinic.
Here’s what you can do initially. Review your website and digital presence.
• Are your before-and-after photos consistent, unfiltered, and reflective of diverse patient journeys?
• Are reviews easy to find and do they go beyond surface praise to address real patient concerns?
• Are you offering real educational content – not just service descriptions – that help patients make confident decisions Transparency isn’t a buzzword. It’s a strategy. And it’s a competitive advantage.
RETHINK THE CONSULTATION EXPERIENCE
Patients often leave consultations more confused than when they arrived. Combat this by turning consultations into cocreation sessions. When patients feel in control, the whole industry grows.
• Use digital tools to visualise results
• Provide personalised post-consultation summaries
• Offer optional follow-ups via WhatsApp or email to answer lingering questions.
PEOPLE-FIRST IS PROFIT-SMART
Putting your consumer first doesn’t mean sacrificing clinical excellence or brand aspiration. Quite the opposite; it’s about evolving with your audience, staying culturally and emotionally in tune with their needs, and building a business that’s agile, connected, and designed to thrive long-term.
Consumer-led aesthetics is not a soft approach. It’s a strategic one.
As you look to scale your clinic, I’d urge you to ask some honest, forward-thinking questions:
Are your services reflective of patient needs today, or a trend from five years ago?
The consumer landscape has changed. Patients are no longer driven by dramatic transformations; they’re seeking subtle enhancements, preventative care, and holistic wellness. If your treatment menu hasn’t evolved to reflect this, or if you’re still promoting procedures that no longer align with modern aesthetics values, you’re leaving growth on the table.
Is your brand tone empowering or intimidating?
Language matters. Visuals matter. Patients want to feel like equal participants in their treatment journey - not spoken down to and definitely not sold to. Look at your website, your Instagram captions, your consultation scripts. Do they inspire confidence and calm, or do they overwhelm with jargon and pressure? An empowering tone builds trust, and trust converts.
Is your clinic experience built around the patient, or around internal convenience?
From booking systems to follow-up protocols, assess whether your operations are truly patient-centric. Long waits, patchy communication, or impersonal interactions create friction, no matter how skilled your team is. Invest in systems that support not just clinical excellence but emotional experience.
Are you thinking long-term or short-term?
Scaling isn’t just about getting busier. It’s about building a brand that patients return to, recommend, and remember. That means playing the long game, prioritising relationships over transactions and designing every touchpoint with retention and reputation in mind.
I’ve had the privilege of scaling businesses from start-up to acquisition to global leadership. And through every chapter, one truth has remained constant: when you lead with empathy and innovation, growth follows naturally.
Consumer-led aesthetics is not a trend. It’s the future. And now is the time to build it, together.
JOHAN ANDERSSON
Johan Andersson is an entrepreneur and innovator shaping the future of aesthetics through a consumer-first lens. From pioneering minimally invasive technologies to co-founding Adoreal, a platform redefining the patient experience, his work centers on transparency, empowerment, and industry collaboration. With a track record of scaling ventures and a passion for impact-driven solutions, Johan is dedicated to making aesthetic care more accessible, personalised, and meaningful.