How to successfully launch a new product in your clinic

The global aesthetics industry continues to boom with recent research showing that the global aesthetic medicine market size was valued at £86 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 14.7% from 2023 to 2030.  

A seemingly perpetual stream of technological advancements and innovations have been attributed to the rapid expansion of this sector, and this, coupled with increasing consumer demand for safe and effective non-invasive treatments, has had a significant impact on its growth.

Although the constant evolution and plethora of choices in the industry make it an exciting place to work, it can also make the task of choosing and implementing new products, treatments, and devices to clinic a somewhat overwhelming task.

There are several factors to consider when onboarding newness into clinics that can make or break its success and affect the return on investment (ROI) that it provides. This article looks at four key concerns including research, education and training, and preparation, and how each contributes to a successful launch whether it be for a new treatment, product, or device (described collectively as ‘product’ for this article).  

Research and familiarisation

Do your research and do it thoroughly. It may seem like a laborious process, but an in-depth research and familiarisation audit into the new product that you are looking to onboard is essential and, in my opinion, time well spent.  

Francis Bacon’s quote ‘knowledge itself is power’ explains its importance perfectly. Introducing new technology can be expensive, and by investing your time effectively in this initial stage of the onboarding process, you are equipping yourself with the necessary power to make the right purchasing decision for your business, and your clients, thus possibly saving yourself from the consequences of a rather expensive mistake later down the line.  

Ensure detailed research about the new product is conducted and includes recent and relevant market data. Look at whether the product has any limitations (does it treat all Fitzpatrick skin types for example?), as well as the products’ intended purpose, mechanism of action, indications, contraindications, potential side effects, and any existing clinical evidence or studies about its efficacy and safety. Anyone can launch a device, but having supported clinical evidence and studies, alongside patient feedback that it really will do what’s promised is essential to making sound purchasing decisions. In addition, don’t be afraid to consult your industry colleagues and ask for their opinions.  

As well as looking externally, it’s also important to conduct internal research relating to the specific needs of your clinic and patients. Patient research can be conducted very simply using existing communication methods such as email surveys for example, and it can also be useful to speak with staff members to gauge their thoughts and opinions.  

You should be asking questions such as:

• What is in demand in your clinic?
• What indications are currently not catered for?
• Can you open yourself up to a new market by offering this product? 
• Is the technology significantly different to what you are already offering in-clinic, and what sets it apart from others?

Looking for different technology helps to create a unique selling point (USP) for your clinic and sets you apart from your competitors. Sometimes, similar machines are just labelled differently, so taking a deep dive into this area will help you to distinguish between them and to establish which is the best fit for you, your team, and your patients. 

Be open-minded about where devices come from, and don’t make assumptions based on hearsay. The USA, China, Germany, Italy, and other European countries all have market-leading technology, so be sure not to limit your options because of preconceptions about a particular territory. Don’t automatically discount a product from China for example, as they are the third largest market for aesthetic devices in the world with a huge demanding market and pioneering technological advancements. 

Request a product demonstration if the company allows. Seeing is believing, and a demonstration can help to bring a product alive and assist the decision-making process further. Additionally, look at the people behind the brand you’re researching. Do they have industry-relevant experience and how much do they have

From my experience, a lot of companies employ excellent salespeople, but this can lead to disappointment when you have the device in your hands and that person can’t then answer the questions you may have about it because they aren’t suitably trained. I personally always look for a brand that employs individuals with relevant clinical experience who’ve also had hands-on experience in treating clients as they often possess a more in-depth understanding of the product and how it can be used most effectively in the clinic. 

Look for a company that has good marketing and PR. It’s all well and good having a groundbreaking technology but if people don’t know about it your clinic won’t get organic enquiries, making your job a lot harder in terms of selling the product or treatment. 

Once you’ve decided on the product, review your contract and terms. Be sure to know what you’re getting yourself into and don’t be afraid to question anything you are uncertain about. It’s a big commitment and you must be completely comfortable about it.  

A final word on price! Researching the price of a product might seem like an obvious point to make, but it’s worth mentioning as you need to know your budget and that the product that you would like to onboard fits that budget and is financially realistic. Just like personal finances, if it’s above your budget don’t buy it. No treatment, however amazing is worth risking the financial stability of your clinic, so if there isn’t a product that can compete on safety and efficacy but doesn’t work with your budget then leave it until it can.  

Education and training

Education and training are closely related concepts that can sometimes be confused with one another. When related to products, training is the tool used to educate (or give education to) clinic team members about the product and provides hands-on experience, practical knowledge, and the ability to apply skills effectively.  

Good quality education and training form an important part of any product launch programme and are pivotal to its success. Its significance should not be underestimated and both patient and staff education and training are of equal importance and contribute to the practitioners’ in-depth understanding of how it works to get the best ROI and results safely, as well as educating customers so that their expectations can be managed in terms of results. A successful education and training programme should instil confidence in both clinic teams and patients alike. Clinic teams should be trained so they are educated to confidently inform patients about the products and manage their expectations in terms of results and safety, whilst patients should be educated so that they are confident that the product will meet their individual needs.  

Given the ever-evolving nature of the aesthetics industry, product education and training shouldn’t be a static, one-off phenomenon, but something that is ongoing and that constantly develops. Staff should be encouraged to engage in continuous learning whether that be through live product demonstrations, workshops, conferences, online and in-person training courses, and professional networking at industry events. Practical training is crucial, so ensure that the company you’re collaborating with offers practical training sessions as part of your education programme. This approach will ensure that aesthetics professionals stay updated on the latest literature and scientific advancements related to the product and understand the regulatory requirements and approval processes associated with introducing a new product into the clinic to maintain their expertise and provide the best, and safest possible guidance to patients. 

On this note, it’s important to ensure that the product company provides ongoing support and training. Don’t be left with a product that’s simply not selling because you are not equipped with the knowledge you need to deliver it. An effective training programme should be a collaborative effort between clinic and product representatives, who should facilitate staff training sessions. Their expertise and product knowledge will contribute to comprehensive and accurate education being given to staff, and they should be able to answer specific questions so that clinic teams feel confident in delivering the product to patients.  

Patient education should equip patients with the necessary information to make informed decisions and instil confidence that the product is safe and effective. Like staff education, it should be ongoing and span an omnichannel approach to include tactics such as social media, solus marketing, in patient communication (such as posters and leaflets) as well as a robust consultation to verbally educate and offer assurance that the product is the correct one for the individual and will give them essential information about what to expect.

The consultation is an important patient education tool as it not only educates them about the product, and associated implications and outcomes but also their skin via skin analysis tools and technology. Before and after pictures are another good tool to use to educate patients about the results that they might be able to expect. 

To measure the effectiveness of your education and training programmes, make sure you continuously monitor and evaluate the knowledge and performance of clinic staff. Seek feedback from both staff and patients to assess their understanding, comfort level, and the overall effectiveness of the training. Use this feedback to make any necessary adjustments or improvements to the educational program, and don’t be afraid to organise refresher sessions and updates to keep your team informed about any product updates, statistics, or research.  

Preparation

Ever heard the saying ‘fail to plan and you plan to fail’? A successful product launch requires meticulous preparation before launch, of which the training and education programme forms a huge part to ensure that you optimise its success.  

Other preparatory steps include: 

• Objectives – set clear objectives for the product launch that you can use as measurable key performance indicators (KPIs) to evaluate the success of the product.   

• Plan – plan for the new launch and identify key activities and timelines leading up to and following the product launch. Include your training and education programme, as well as marketing and PR plans so that everyone knows what is happening and when. 

• Develop marketing materials – this should include all forms of chosen communication (from leaflets and brochures to digital content to showcase the product’s USPs and make it as engaging as possible for clients so that they are encouraged to book. Optimise social media content and solus marketing to generate buzz and inform existing and potential clients about the product launch. 

• Update your website – Include relevant information about the new launch and update online platforms and directories to reflect the new addition.  

• Include a launch event in-clinic – Create a buzz in-clinic by including a launch event in your plans. Offer demos and introductory pricing, and decorate your clinic with balloons, free samples (if relevant), cupcakes, etc. Your initial launch will play an important part in creating excitement with your patients and is likely to have a “word of mouth" knock-on effect, so make sure you do it properly.

In conclusion 

Adopting a multi-faceted approach that includes robust research, meticulous preparation and a thorough education and training programme is integral to a successful product launch. By investing adequate time into all these areas, clinic teams will be able to maximise and generate confidence in the product with practitioners and patients alike to generate the best ROI possible, as well as provide exceptional standards of safety and care and results that will organically generate patient loyalty for your clinic.

Ashley Wady is an award-winning beauty entrepreneur, skin specialist, product formulator and trainer. Ashley has worked with leading pharmaceutical companies in the UK and her passion for innovation and excellence in the industry has led her to recently launch the ground-breaking bio-microneedling brand SQT (www.sqtuk.co.uk) to the UK and is the brands’ UK & NI Director. As part of her commitment to continuous personal learning and evolution, Ashley further progressed her skills by entering the advanced skin industry and completing further education at the Centre for Medical Research and Science in London Medical School.