What is more important for the patient: the development of new technologies or understanding of his problems?

Today's market for cosmetology services is very densely filled. New enterprises of the beauty industry are constantly appearing, presenting the latest technologies, methods, and preparations to patients. What ideas or solutions could a cosmetology clinic stand out against this background?

How, in the pursuit of the development of new technologies, how not to miss the real needs of the patient? These and other questions about building a cosmetology business for readers of estet-portal.com are answered by Natalia Goncharenko, General Director of the company «Salon Marketing®», Beauty Salon Boss®.

What development of new technologies is important for cosmetologists, and what – redundant?

Today in our country there is no problem with access to new technologies, to the most innovative cosmetics, to the most advanced modern methods in the beauty industry. The problem is only in the positioning of our cosmetology business. Try to compare, for example, the market of those people who are aware of some super-technology for weight loss and dream of trying it on themselves, with the market of those people who want to lose weight in principle.

Agree, the volumes are disproportionately different. According to various research companies in our country, about 70% of the female population dream of losing weight, and they absolutely do not care what method they use to do it.

And so you invest in the development of a new weight loss technology, find a special technique with a big name, enter this name in large letters in all your advertising materials and expect that it will promote your business. Do you know why it almost never works? It's not so much about ideas or solutions, but about understanding the patient's problems. Advertising your new technology should give the person the feeling that you know everything about this problem and offer him a simple solution. Then the patient will already be emotionally ready to come to your clinic – but not for technology, but for a specific result.

Read also: How to raise prices for cosmetic services and not lose customers

How to properly use the development of new technologies in cosmetology practice

Before you can talk about ideas and solutions, you must become challenge hunters. Try to find out what problems your potential customers have now? Demand for some new procedure may arise unexpectedly. For example, there are a considerable number of office workers sitting in huge enclosed spaces, which contributes to certain skin problems. These problems should be taken into account and solutions should be proposed in a timely manner.

In addition to the classic procedures related to skin rejuvenation or maintaining its health, people can expect other activities in relation to their appearance, and we do not even know about them. We are chasing the development of new technologies, but at the same time we do not think about whether it is convenient for clients to receive cosmetology services in those clinics that already exist. How is this or that service provided in the existing clinics? It's no secret that if we visit some beauty company, get some services there, then it's not a fact that we like them. All this, in fact, is the basis for creating unique beauty businesses, unique business concepts.

You must be able to analyze the behavior and life of people, be able to analyze the difficulties they face when visiting your colleagues, competitors and even you. And then you can find unique business models and ideas. For them, it is already necessary to acquire technologies, devices, cosmetics, hire personnel.

It is clear that large cosmetology centers have already passed this stage, they are already selecting personnel and solutions for their business model, for their concept. But if you are just starting out, first think not about the development of new technologies, but about what problems, what people and in what way you will solve.