Health Professionals generally don’t get much business training, so learning how to acquire those skills to market your expertise and create a successful aesthetic clinic is an exciting but challenging journey. Success doesn’t happen by chance; it requires careful planning, clear positioning, and an understanding of your target market.
Aesthetic clinics that have both aligned the services they provide to gaps in demand and designed marketing initiatives to appeal directly to the target market who need those services will always be the most profitable and successful aesthetic clinics.
Here are four essential steps you need to take to identify your niche and ensure your clinic has a stream of new clients.
Take the time to explore other clinics in your area. What services do they offer? What pricing strategies do they use? How do they communicate their expertise? Once you understand your competitors, you can focus on differentiating your clinic.
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Once you have gained this insight you will have a clear picture of what needs are not being met in your local area and how your clinic can differentiate itself by addressing them. Please keep in mind that in reality differentiating your clinics is likely to be a combination of elements or could be something as simple as opening your clinic when the others are closed!
After you have reviewed the competitive landscape and identified gaps, you are now in a position to identify who the perfect client for your aesthetic clinic might be. This means you need to get a better understanding of the general demographics of your local area. Is this a new residential area with young, working couples or a more mature population?
It usually helps to develop a persona for your target audience so that you can visualise them. Think about their age, gender, lifestyle, concerns, goals and of course likely income.
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Gaining a clear picture of your ideal client will allow you to accurately target and tailor your messaging about your services to those who need to hear it. This means your marketing campaigns will reach and appeal to more people who want to buy your services and generate new clients and revenue.
At this stage, you should have a good understanding of the needs of your potential clients. You are now in a position to design for your clinic a client experience that will appeal to their demographic profile and bring your clinic to the next level. This is not just a list of potential treatments and services that will fill the gap your market research has uncovered but a thoughtful design of how you will deliver those services. This requires you to think about each step that the customer experiences when they engage with your clinic from when they initially book, through to your aftercare services. Read more in this blog “The Key Steps To Starting An Aesthe4tic Clinic Business”.
Your clinic needs to communicate what makes your services special. Whether it’s your commitment to client care or your innovative treatments, this differentiation will help you stand out. To get the attention of those clients that you have designed your clinical experience for, you will need a website for your clinic that will act as the focal point for your marketing activity. It should be designed to communicate the unique benefits of your Clinic, your brand and of course the services you provide. The look and feel will reflect the work you have undertaken thus far.
Your website will play a crucial role in ensuring that the target clients you have identified during this process will find your Clinic when they enter one of the services your research has identified into a search engine like Google.
By working through these steps you will have identified potential clients that have needs that are not being addressed by your competition and designed a Client experience to satisfy them. Using the information from your website Google will align your services to potential clients looking for them and direct them to your business booking page.
Aesthetic clinics that have aligned their treatment to gaps in demand and designed their marketing initiatives to appeal directly to the target market who need those services will tap into high demand and will always be the most profitable aesthetic clinics.
You can attract more new clients for your aesthetic clinic by differentiating your Aesthetic Clinic from your competitors. This requires you to identify service gaps such as quality or price that are not addressing the target market needs. You should be open-minded as to what these gaps might be. They could be things as simple as opening times! Many of our clients have Clinics that focus on addressing one type of skin issue like Acne or Anti- wrinkling.
Identifying your target market is about identifying the needs of potential clients that are not being met by the existing competition and designing a value proposition that addresses them. This process involves tracking new emerging services, monitoring social media in particular comments and taking more direct action by using surveys and talking to different demographics of people to identify what they want.
Your Aesthetic Clinic’s webpage is a major asset that will enable potential clients who have been directed to your website by Google to understand what you offer. The role of your website in the Clinic design process is to ensure you get found by the right type of Client and that their interest is converted into a hard booking.
