Clinic software company Phorest’s recent survey of 795 aesthetic patients across the UK, Ireland and the United States revealed how clinics can communicate with patients, prioritising reassurance and care throughout the patient journey.
What are patients looking for when they enquire?
Research showed that 86% of patients submitted an enquiry to an aesthetic clinic with the aim of learning more about a treatment.
This mirrors a common theme in aesthetics: the rise of educated patients. Patients are actively researching their options before proceeding with a treatment.
“Delivering exceptional care doesn’t start in the treatment room. It begins from the moment a patient decides to book. Every interaction before they arrive contributes to the trust they place in your clinic,” explains Professor Nicola Ralph, consultant dermatologist and co-founder of the Institute of Dermatologists Dublin.
Other common reasons for enquiring include booking support (50%), product information (48%) and pricing (46%).
The enquiry offers practitioners an important opportunity to educate patients and reduce uncertainty.
Why are booking confirmations important to patients?
Every interaction before treatment helps share how prepared patients feel, reinforcing trust and improving the overall treatment experience.
87% of patients say booking confirmations are important, while 84% place the same importance on appointment reminders.
Booking confirmations, appointment reminders, consultation forms, and pre-care instructions all work together to reduce uncertainty before the appointment begins.
Phorest found that 84% of patients completed consultations before their appointment and 90% also received pre-care instructions.
Effective communication is about anticipating the questions patients are already asking themselves and answering them before uncertainty develops.
These interactions demonstrate that the clinic is organised and attentive.
This communication is also vital for ensuring that appropriate consent is obtained.
What is the importance of patient follow-ups?
Practitioners still have a duty of care after the treatment; this is also an important factor shaping whether patients rebook or purchase recommended products.
85% of patients received digital treatment quotes and 90% received post-care instructions.
Among patients who had not previously received a treatment quote after their consultation, 74% said they would like to receive one.
Follow-up communication also plays an important role in retail performance.
Research found that 93% of patients purchased a product recommended by a clinic professional.
These findings demonstrate the trust patients place in practitioner recommendations.
However, purchasing doesn’t always happen during the appointment. Among patients who purchased recommended products, 55% of them bought in the clinic, while 19% purchased through the clinic’s website. A further 21% purchased recommended products from a supermarket.
What marketing content do patients want to receive?
Communication shouldn’t end when the treatment process is complete; ongoing and targeted communication builds valuable relationships, supporting patients between appointments.
Phorest’s report revealed the marketing content that patients most want to receive:
- Treatment offers
- Product offers
- New treatment information
- New product information
- Skincare education
After receiving marketing communications, 58% booked a treatment, 49% booked a consultation, and 46% submitted an enquiry.
Offers are an important driver of engagement, but they are only part of the story. Patients also value educational content that helps them understand new treatments or products.
The strongest communication strategies balance both, using offers to capture attention and education to build trust over time.
How can patient communication can improve the clinic experience and retention?
The findings highlight the importance of communication at every stage of the patient journey, from the initial enquiry to post-treatment follow-ups and ongoing engagement.
For clinic owners, the message is clear: clinical expertise remains fundamental, but how patients are supported before, during and after treatment also shapes their experience and willingness to return.
While offers can encourage bookings and product purchases, education and thoughtful follow-up help build the trust that underpins long-term patient relationships.
Clinics that take a more considered approach to communication can strengthen patient confidence, support informed decisions and create a more connected experience beyond the treatment room.
Connie Cooper
Connie Cooper is the editorial assistant across both Aesthetic Medicine and Professional Beauty magazines. She covers the latest news and emerging trends, and regularly speaks with leading experts across the aesthetics and beauty industries. Contact her at connie.c@thepbgroup.com