Stephanie McLean The need-to-know tips to keep your aesthetics business competitive.
Last week, we had the privilege of joining Fresh Clinics at their annual The Fresh Life Conference, set against the breathtaking backdrop of Byron Bay. Cosmetic nurses from across Australia gathered to learn the latest advancements in aesthetic treatments and business, while also recharging through wellness activities like yoga, meditation, and complimentary spa treatments.
This unique three-day event was held across the Crystalbrook resort, including two large tents for talks, a large indoor room for exhibitors, and a cleverly laid-out series of workshops within the resort’s rooms. A major focus of this year’s talks was on navigating regulatory changes and the cost of living crisis, offering insights on how to adapt to these evolving challenges.
1. Invest in skincare
Dr Kristy Kostalas advises that skincare should ideally make up 20% of your revenue when done ethically. This approach isn’t about pushing products onto patients; rather, it’s about refining their skincare routine at each visit to optimise skin health. Dr Kostalas always incorporates skincare into her cosmetic consultations, emphasising that recommending products isn’t the same as selling.
She understands that patients likely already use skincare products, so her approach focuses on adding or replacing a single item in their routine to enhance results, rather than suggesting multiple products at once. Dermal Clinician Mala McAlpin recommends selecting a skincare range that aligns with your business values, treatments, and ethos, and taking the time to become an expert in these products.
2. Educate and the profit will come
Cosmetic Nurse Mike Clague emphasises that education is the foundation of every interaction. During consultations, he recommends having a folder with before-and-after photos organised by age and gender to illustrate relevant treatment outcomes. He also provides a take-home folder containing the treatment plan and information, which he says his patients often hold onto.
Additionally, he prefers scheduling follow-up appointments four weeks after the initial visit instead of two weeks, as this allows for the possibility of additional treatment. He also noted that it’s best to create treatment packages supported by case study imagery and evidence-based information, both digitally and in the clinic space. This approach not only encourages commitment to a treatment regimen that can yield results but also enhances patient understanding and confidence in the process.
3. Don’t get complacent
Aesthetic entrepreneur David Segal shared his experiences with complacency in business and his insights on avoiding the pitfalls of success. He emphasised that while business growth can happen rapidly, it’s crucial to take the time to reflect and ensure that the business foundation remains strong. This involves learning to manage your finances, understanding your gross margins and profit and loss reports, monitoring your stock levels, and reviewing your pricing bi-annually to ensure continued growth.
Additionally, hiring the right people gradually is essential; a poor team member can quickly undermine your business and its culture. Be mindful of your hiring choices and actively manage their progress while keeping them accountable. Monitoring your patient retention is also extremely important, if your retention rate is less than 70% your business could quickly be in trouble.
Part of maintaining this involves rebookings. Instead of asking, “Can I rebook you?”—a closed question—try saying, “We’ll see you in three months. Would you prefer a morning or afternoon appointment?” This approach encourages a positive response and keeps the conversation open. Additionally, David shared his experiences with compliance, advising that it’s crucial to get everything sorted as soon as possible to avoid risking patient safety and the potential of having to close your doors.
4. Introducing a new device to your clinic
Business owners can often be so excited about acquiring a new device that they forget to implement marketing strategies. According to Cosmetic Nurse Jodie Fisher, one of the best ways to promote it is to have all staff members try the device and experience the process and outcomes before the official launch.
This approach also creates opportunities for content creation and allows the team to educate clients authentically based on their own experiences. Additionally, consider which device is best suited to your patient demographic. Assess whether they are comfortable with downtime, identify their main concerns, and ensure that the device aligns with what your clinic is known for.
Among the engaging talks and workshops, attendees had the chance to enjoy a complimentary 30-minute facial or massage at Eléme Day Spa, or relax with a drink by the pool. Each evening featured networking drinks hosted by one of Fresh Life’s partners. The final night culminated in the Fright Night Finale, where participants could explore their futures with tarot card readings or hit the dance floor, complete with a Fresh Life dance performance to Michael Jackson’s “Thriller.”
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