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Ask Alex

“How does training build into personal branding?”

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run 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

This industry loves training: courses, congresses, expos. Some practitioners see training as something you do to keep insurers happy, tick the revalidation boxes, and maybe another frame for the clinic wall. Others have a genuine passion for the science of aesthetics and lifelong learning. If you’re smart, training can also benefit your marketing…

Your ongoing education is one of the best ways to build your personal brand, show patients you’re serious about their safety and results, and have an endless supply of content for your website and socials.

The trick? Doing it without coming across like you’re fishing for applause.

WHY PATIENTS CARE

Certain patient demographics will seek practitioners based on their qualifications and experience over just a great before and after on Instagram, but all patients want to feel safe. They might not understand the ins and outs of a Level 7 in Aesthetic Practice, but they will understand, “I keep learning so I can offer you the safest, most effective treatments.”

It’s all about how you frame it when posting online. Compare, “I’ve just completed advanced dermal filler training with X,” with, “I’ve just completed training on the latest filler techniques, which means I can give you even more natural-looking results with better longevity.”

One says “look at me”, the other says “this is for you.”

Learning and expanding your practice becomes part of your personal brand, and if you translate it into the ‘why’ for patients, they’ll quickly get the message: you’re the one who keeps up!

TURNING TRAINING INTO CONTENT

It doesn’t have to be dull – share stories of where you’re off to, or a snap of your notetaking (so long as you keep out the confidential info). Reflect on your learning in a Reel that evening, keep it unpolished and authentic. Something like, “here’s one thing I learned yesterday that’ll make your next treatment even better.” It’s then less, “I’m at this course,” and more, “I’m investing in being better for you”.

That’ll do more for your personal brand than a staged selfie with a big-name trainer and a certificate, because it’s framed around the patient rather than the industry.

If you use email marketing (and you should) for your practice, make sure you wrap up your conference escapades in a newsletter too. Especially if you’ve invested in new modalities whilst there.

Having a bank of your training is also useful. I love a spreadsheet with the date, the course, the trainer, and one key takeaway from the training. Then, if you’re looking at your monthly content plan, you can weave in some learnings regularly rather than posting it ad hoc. The spreadsheet also means that if you’re asked for an up-to-date biography, you have the latest information to hand.

PUTTING IT ON SHOW

Have a “Training and Qualifications” section on your website, but don’t just list titles. Add a line on what each course means for patients. “Advanced toxin” could mean “more precise results for stubborn frown lines” – that’s the language patients connect with. You could even add training information on relevant treatment pages, such as information on your cannula techniques on your dermal fillers pages.

Instagram Stories, Highlights or pinned posts labelled “Training” or “CPD” let new followers browse your credentials without scrolling endlessly. Mix the certificates with more engaging content like training day clips or practical demos.

A discreet line in your email signature with key qualifications and professional memberships (BCAM/BAMAN, JCCP, Save Face) works well, especially for enquiry replies. It’s subtle but reinforces credibility.

Ultimately, wherever patients look, they’ll find a practitioner who is proud of the studies they’ve done.

Being the teacher’s pet in aesthetics isn’t about sucking up to your trainer or collecting certificates for the clinic wall. It’s about showing that you’re the practitioner who never stops learning because your results and safety matter.

Done consistently, your patients associate you with ongoing clinical excellence. You’re not bragging, you’re telling the truth.

If you’ve got a burning aesthetics marketing question for Ask Alex, please get in touch @ webmarketingclinic via Instagram, or email alex@webmarketingclinic.co.uk.