Using the European Approach to Beauty to Grow Your Aesthetic Practice

Using the European Approach to Beauty to Grow Your Aesthestic Practice

When I first relocated to America from New Zealand, now 10 years ago, there was a bit of cultural shock to get over — for example, saying “elevator” (not “lift”), getting offered a new credit card every time I went shopping and realizing that US sports announcers seem to have invented a language all their own, talking about such things as the “winningest” team. In fact, if I stop to think about — there are, of course, a lot of differences, but one of the most notable is in regard to beauty.

In New Zealand, Australia and Europe, it’s common for women to get medical-grade facials as commonly as US women seem to get a manicure — weekly or every other week. I’m not talking about the “fru-fru” facials that feel good but don’t actually do anything to treat your skin — I’m talking about facials that detox, clarify, clear acne, plump skin, eliminate fine lines and even out skin tone.

When I first moved to Los Angeles, along with finding a good hairdresser, I started my search for a good facialist. Turns out, they are extremely hard to find and American women, for some unknown reason, prefer to spend their money treating dead tissue (manicures and pedicures) instead of the live tissue on their face. The facials I saw advertised were usually at the back of manicure salons, tucked in the back room with a single bed in there and a small trolley of creams — that was it. No lasers, no steam treatments, no micro-currents. And the service was typically performed by someone with dubious qualification (who probably didn’t even know how to spell “microdermabrasion”). Then you could visit someone at the other end of the spectrum — usually a dermatologist who had access to plenty of lasers and technologies but who took a very “medical” approach, rather than the European approach of beauty backed by science. Even today, 10 years on, there is a still a very large gap in the market between these two extremes.

My point is this. In America it is the “norm” for at least 50% of the female population to go get their fingernails and toenails decorated, painted, trimmed and primed. But it’s not yet the norm for them to invest in skin care treatments that will help slow down and even reverse the signs of aging.

Here’s the takeaway — in your clinical marketing, you have to make it the new “norm” — your medical spa is an excellent “entry point” for surgical procedures. MedSpa patients get used to coming to your practice, meeting your staff and getting to “know” you through your great marketing to them. The next logical step from skin care is, of course, Botox and fillers, followed by… who knows! But if your staff have done a good job of taking care of them and your marketing has done a good job of helping them feel like they’ve gotten to ”know you” — then you can bet that it will be your practice that they call first to get a consult on a facelift, liposuction, etc.

Remember that you make the rules in your practice. When your patients choose you — they enter “your world” in a sense. They’re looking to you for help defining the “norm” for the beauty and self-confidence they could have. They want to know what procedures, treatments — even surgeries — you would recommend to help them feel the very best version of themselves. Take the opportunity to show them that your MedSpa offerings are the new standard — your patients will thank you for it!