Principles of forming a personal brand in the market of aesthetic medicine

The market for aesthetic medicine is growing at a crazy pace.

The world is full of offers for facial beauty and health, but how can a start-up company or a doctor survive in this situation?

On the principles of forming a personal brand of a company in the aesthetic medicine market, as well as the aspects that a doctor should take into account when choosing products for work, find out in an interview at estet-portal.com dermatovenereologist, founder of the clinic of aesthetic medicine and dentistry Rock and Gloss, Kharkiv, Irina Kulikova.

• Difficulties in entering the market of aesthetic medicine
• The Key to Success in the Aesthetic Medicine Market
• Peculiarities of pricing in the aesthetic medicine markets

Difficulties in entering the market of aesthetic medicine

I.K.: I think the first difficulty in the market of aesthetic medicine, which arises both for a novice doctor and for a company that enters the market, − is to decide on your target audience.

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In the market of services, in particular in medicine, it is impossible to please everyone.

There are different groups of patients: someone is looking for a prestigious clinic and image is important for him, someone is looking for safety and a reputable doctor, and someone is looking for a cheaper price.

Therefore, it is impossible to work in all these niches at the same time. 

In order to successfully build your practice, promote your brand in the aesthetic medicine market, I believe that at the initial stage you need to decide on your target audience, purposefully work for this audience and occupy this niche .

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The key to success in the aesthetic medicine market

I.K.: Naturally, first of all, it is brand safety.

Of course, in this case, the presence of certificates will be important: a Ukrainian, European certificate, and it is also ideal to have an American FDA certificate, the presence of which confirms the maximum safety of the product on the aesthetic medicine market.

The second component – it is brand reputation.

Fig. 1: Teosyal® Ultra Deep 1.2 ml, chin correction, 27 years

Fig. 2: Teosyal® RHA 2, 1 ml, Lip Correction, 35 years

Brands that have been on the market for a long time have a certain reputation, so at the initial stage of a company's exit, you can build on this data.

An equally important factor in aesthetic medicine is practice and personal experience.

The doctor, in the course of his activity, must determine which product will be the most comfortable and optimal for him during work, while guaranteeing the safest possible result for patientsthere.

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Peculiarities of pricing in the aesthetic medicine market

I.K.: My personal opinion is that popular brands, in the vast majority, cannot be cheap.

I will explain why: brands such as TEOXANE, which have been on the aesthetic medicine market for a long time, have a good and not cheap product, have the ability to finance clinical trials, development, testing and accumulation of material, as it is in the interests of the brand itself − provide the best products, and of course, in this case, the product will include in its cost all the processes that the company has performed to bring it to the market.  

It is very important that brands like TEOXANE, in particular, in addition to a high quality product, provide a good training base, further support and support.

What does this mean: in the market of aesthetic medicine, we are not always immune from various adverse reactions of the body in the course of our manipulations, and I know that in the case of cooperation with a serious company, I will never, as a patient or as a doctor, be left alone with similar situations.

Fig. 3: Teosyal® Redensity 2, 1 ml, tear trough correction, 33 years

In this case, of course, the brand will be supported by the coaching staff, even if you are in another city, and you will be provided with qualified medical care.

And, most importantly for the doctor in this case, will help you work as efficiently as possible and eliminate unwanted phenomena as quickly as possible.

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Currently, TEOXANE − it is the gold standard in the aesthetic medicine market.

This is primarily due to the fact that the company provides a high-quality European product, the safety of which has been tested in many years of practice by domestic and foreign experts.