Understanding customer behaviour is not just a factor, but a pivotal aspect of success in the aesthetics sector. Reena Sandhu explores what drives customers to choose one clinic over another, what influences their decision-making process, and how they perceive value in aesthetic services.
Key drivers in customer decision-making
Understanding the factors influencing customer choices is vital for any aesthetic practice looking to stand out in a competitive market. Three primary areas consistently emerge as critical factors:
1. Trust and credibility: Trust remains the cornerstone of aesthetic relationships between patients and practitioners, often solidified through online reviews, word-of-mouth referrals, and visible industry certifications, all contributing to a clinic’s credibility. Patients want assurance that their chosen practitioner possesses the skill and ethical compass to prioritise their safety and well-being.
2. Personalisation and communication: Today’s aesthetic patients value bespoke care that reflects their individuality. Effective communication is crucial from initial consultations through follow-up appointments and practices that take the time to actively listen, design personalised treatment plans, and communicate post-treatment care to build lasting relationships. Clinics can amplify this approach by maintaining open communication channels, offering thorough consultations, and ensuring patients actively participate in their aesthetic journey.
3. Transparency and perceived value: Cost transparency is a sensitive yet crucial aspect of the aesthetics sector. Clients want to feel they are receiving value for the investments they make. Pricing clarity and education around treatment quality, technology, and practitioner expertise can significantly impact perceived value. Open, informative discussions around expected outcomes, risks, and value-added benefits foster trust and justify premium pricing for quality services. Practices that communicate this transparently empower clients to make informed, confident decisions.
Crafting a compelling online presence
In an age where nearly every customer journey begins online, a robust digital presence is indispensable in the aesthetics industry. Prospective clients often start their search for treatments through Google searches, social media channels, and review platforms.
Clinics that invest in a professional, user-friendly website and engage actively on social media platforms have a competitive edge. A well-designed website that provides detailed information about services, including before-and-after galleries, and hosts authentic customer testimonials can significantly sway potential clients in favour of a clinic.
In the form of online reviews, social proof plays a pivotal role in establishing trust. Positive reviews on Google, Trust Pilot, Yelp, and RealSelf enhance credibility and influence new clients’ decision-making. Conversely, negative reviews can deter potential clients.
Clinics can build their reputation by engaging with customers online, responding to feedback, and demonstrating accountability. Maintaining a visible, positive digital footprint isn’t just about attracting new clients; it’s also about reinforcing loyalty among existing ones.
Harnessing social media and influencers
Social media has given rise to a new breed of aesthetics customers, who are exposed to the latest trends and constantly compare options. For clinics, leveraging platforms like Instagram and TikTok offers a direct line to potential clients, especially when highlighting treatment results, behind-the-scenes clinic content, and client testimonials.
Partnering with reputable influencers can amplify a clinic’s reach but ensuring that such collaborations align with the clinic’s brand and values is essential. Carefully chosen partnerships can increase visibility and lend credibility, appealing to clients who regard influencer endorsements as a mark of quality.
Creating an exceptional patient experience
In a saturated market where, numerous clinics offer similar services, patient experience becomes the ultimate differentiator. Clinics can enhance this through simple, thoughtful touches, personalised greetings, ensuring comfort during treatments, and sending post-treatment care packages, for instance, can significantly elevate the client experience.
Furthermore, loyalty programs and exclusive offers for returning clients foster repeat visits and help build a loyal client base.
Post-treatment follow-up calls or emails show clients that their well-being is a priority, adding a personal touch that can lead to referrals and repeat business. When clients feel genuinely valued, they are more likely to spread positive word-of-mouth, strengthening the clinic’s reputation organically.
Adapting and evolving based on customer feedback
Feedback mechanisms are crucial for continuous improvement in aesthetics clinics. Regularly gathering feedback through surveys, post-treatment follow-ups, or open conversations provides insights that can drive service enhancements. Clinics actively seeking, analysing, and acting on feedback demonstrate their commitment to delivering the best possible experience. This approach builds stronger client relationships and uncovers areas for improvement, from streamlining appointment bookings to enhancing aftercare services.
Taking a holistic approach
In recent years, there’s been a shift toward wellness and holistic care within the aesthetics industry. Clients increasingly view aesthetic treatments as part of a broader wellness journey. Clinics that integrate a holistic approach by offering complementary services like skincare consultations, lifestyle advice, or nutrition guidance can differentiate themselves and attract clients seeking a comprehensive approach to beauty and wellness.
Building connection
Aesthetic practices can cultivate lasting relationships that drive growth and long-term success by focusing on trust, personalisation, transparency, a strong digital presence, exceptional customer experience, and continuous adaptation based on feedback. In an industry that evolves as quickly as aesthetics, staying attuned to customer needs and expectations will be the key to standing out and thriving in an increasingly competitive landscape.
Reena Sandhu is a marketing leader with 27+ years of experience, including over a decade in skin health.
A former entrepreneur, she ran a successful aesthetics marketing consultancy before transitioning to leadership.
Now head of marketing at Crown Aesthetics UK and Ireland, she also drives international digital initiatives, cementing her reputation as a thought leader in aesthetics marketing.
