As a Clinic Owner, driving growth and revenue is crucial, yet challenging, particularly in an increasingly competitive and regulated market.
Recently, Fresh Members attended a session focused on high-impact marketing for the aesthetics industry, featuring insights from Kendall, founder of Aesthetics Marketing Group.
Kendall kicked off the session by speaking about the importance of thinking outside the box. "Think outside the aesthetics market to really draw inspiration and ideas from similar industries." Kendall encouraged tapping into the creative realms of fashion and wellness to inspire innovative marketing ideas. This approach helps clinics break the monotony and stand out.
Understanding Your Unique Selling Point (USP)
An essential step often overlooked by clinic owners is conducting a thorough audit of their business concerning marketing. "You have to remember you are in your business day in, day out and often we need to take a little step back and view it from a different lens," Kendall noted. This involves evaluating your brand, identifying your unique selling point (USP), and understanding your target audience.
Case Study: The Skin Bar
One example Kendall shared was about The Skin Bar, a clinic that exclusively focuses on skin needling. "They've positioned themselves as Australia's skin needling experts and their messaging is consistently around skin needling, skin health, skin quality," Kendall explained. By honing in on their USP and maintaining brand consistency, they've expanded to nine clinics along Australia's east coast in just a few years.
Understanding the Customer Journey
Mapping out your customer journey from start to finish can greatly enhance their overall experience. Kendall shared, "Your foundation is the key to your success. You don't want to put time, effort, and money into your marketing bringing all these leads to your clinic to then have a really poor experience." She suggested considering every touchpoint, right from the awareness stage to post-treatment engagement.
Another standout idea is adding personalised touches. Kendall pointed out a creative example: When one of her patients walked into her treatment room, there was a touch of personalisation. It said, 'Welcome back Natasha. This is your ritual space prepared with love.' Small gestures like these can make a significant impact on client retention.
A Simple Yet Effective Framework
Kendall introduced a straightforward framework for developing your marketing strategy:
- Identify Your Business Goals: Take 30 minutes - an hour a day to understand what your goals are or what are the metrics within your business that you are trying to improve on
- Choose Focuses for the Quarter: Pick two focuses, one to two maximum for every quarter
- Promotional Offers: Always distinguish between always-on offers and seasonal promotions
- Creative Implementation: Think of unique ways of carrying out activities that are engaging, effective, and different
Local Area Marketing and Referrals
"Local area marketing is one of my favorite strategies to implement because you can really see the results," Kendall said. Partnering with local businesses like gyms or real estate agents for mutual promotions can bring in significant leads.
Regarding referrals, Kendall highlighted, "Every clinic that I've ever worked with, the number one referral... most of them are referred from a family or friend." So why not capitalise on it with creative and enticing refer-a-friend programs?
The Power of Feedback
Client feedback is a great insight into your business that many clinics fail to utilise effectively. Kendall suggested a simple yet powerful approach: "Create a really simple basic short survey where you ask a handful of your loyal customers or patients to complete it." This feedback can highlight areas of improvement and amplify what’s already working.
Consistency in brand messaging, client experience, and promotional strategies ties all these elements together, creating a coherent and engaging brand presence. As Kendall concluded, "It’s about making marketing less scary and a lot more accessible to business owners who want to implement it themselves."
Ready to take your clinic’s marketing to the next level? Chat with our team today!