If you look at aesthetic medicine as a business, it becomes clear that it, like any other business, needs marketing. Promotion in this area is not the easiest thing, because trust – this is perhaps one of the most expensive "goods" in the world. modern society.
The international business consultant in the field of aesthetic medicine Roberto Speroni told estet-portal.com readers about what the market of aesthetic medicine is today and what advertising should be like in this area.
What are the current trends in the aesthetic medicine market
RS: That's a good question because the market for aesthetic medicine is very dynamic now: something changes every year. This even affects the expectations of patients who are becoming more and more demanding of results. Therefore, we are forced to adapt trends to the needs of patients. There are several new trends that are popular this year and I think will continue to be relevant in the next.
There is no point in focusing on mono-preparations, since patients want to get the maximum in one procedure: not only volumization, for example, but also biostimulation or skin peeling.
Another trend is personalization. Companies strive to create products that will clearly focus on the customer. As an example, DNA cosmetics, for the manufacture of which DNA analysis is carried out. Personalization also means creating products designed for men.
The use of adipose tissue, stem cells, etc. has become very popular over the past few years. Also, many companies are seeking to find a solution to combat cellulite. I especially want to note the increased popularity of intimate rejuvenation several times.
Another emerging trend is the portability of medical devices. Doctors don't want to spend money on bulky medical equipment. Therefore, companies create micromachines that are cheaper in price and allow the doctor to work not only in their clinic, but also outside it.
Read also: Roberto Speroni on business development strategy in aesthetic medicine
How should a doctor respond to criticism on social media
RS: I think that aggressive behavior in response to someone's criticism – this is clearly a bad idea. And not just because you have to be diplomatic. Doctors are also people who make mistakes, and they also need to be able to admit.
You should give your opponent a clear and understandable answer that will rationally explain why you did what you did and nothing else. Because there is more than one mistake behind the photograph of the unwanted result – most often it is a huge number of factors that could lead to it.
I think it is always important for a doctor to respond in a very polite and educated manner when there are complaints, and to be calm about any attacks.
You may also be interested in: A profitable investment for business development in the field of aesthetic medicine
What do you think about advertising, what should it be like
RS: I don't think advertising should be aggressive. The best way to create the image of a "good doctor" – show your quality work and professionalism without comparing yourself with other doctors.
The best way to promote – show real work and achievements.
People want to be treated by someone who knows what he is doing and has the skills to do so. Last but not least, always be yourself, speak frankly about what you do, without inventing anything, and without showing more than what is really there.
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Advertising in aesthetic medicine: important aspects
If you look at aesthetic medicine as a business, it becomes clear that it, like any other business, needs marketing. Advancement in this area is not the simplest thing, since trust is, perhaps, one of the most expensive "goods" of modern society. The international business consultant in the field of aesthetic medicine Roberto Speroni told about trends of the aesthetic medicine market today and what advertising should be in this area.
What are the modern trends in the market of aesthetic medicine
RS: This is a good question because now the market of aesthetic medicine is very dynamic: every year something is changing. This affects even the expectations of patients who are becoming more and more informed and demanding about the results and new technologies. Therefore, we are forced to adapt the trends to the needs of patients. There are several new trends that are popular this year and, I think, will be relevant in the next ones.
First of all, there is no point in focusing on mono ingredient products, because patients want to get maximum in one procedure: not only volumization, for example, but also biostimulation or skin peeling or skin regeneration.
Another trend is personalization. Companies try to create products that will be clearly targeted at the customer. As an example, DNA cosmetics, for the manufacture of which DNA analysis is performed. Also, personalization involves the creation of products designed for men.
Moreover the demand of natural products is increasing year by year, customers do prefer not to have chemical or animal ingredients into their cosmetics for instance.
Non invasive medicine is year by year getting a valid alternative to some surgeries or an intermediate step before recurring to surgical approach or a way to postpone it as much time as possible.
The past few years, the use of adipose tissue, stem cells, and so on has become very popular and not the theme of fat and how to reduce localized adiposity with a non surgical approach is very popular. Also, many companies are trying to find a solution to fight cellulite. Especially I want to note the increased popularity of intimate rejuvenation with the use of new generation machines and injectable treatments.
Another outstanding trend is the portability of medical products. Doctors do not want to spend anymore too much money on heavy and big medical equipment. Therefore, companies create micromachines, which are cheaper providing the same performance levels at a very affordable price and allowing the doctor to work not only in his clinic, but also outside it.
How can a doctor react on criticism in social networks
RS: I think that aggressive behavior in response to someone's criticism is definitely a bad idea. And not just because you have to be diplomatic. Doctors are also people who make mistakes, and they also need to be able to recognize this.
You should give your opponent a clear and understandable answer, which will rationally explain why you did exactly so, and nothing else. Because behind the photograph of the undesirable result is something more than one mistake - most often this is a huge number of factors that could lead to it.
I think it is always important for the doctor, in the presence of complaints, to respond very politely and in an educated manner, calmly treating any attacks.
What do you think about advertising in aesthetic medicine
RS: I do not think advertising should be aggressive. The best way to create an image of a "good doctor" is to show your quality work, skills and professionalism.
The best method of promotion is to show real work and achievements talking and communicating with a language any person can easily understand and possibly interacting with people.
People want to be treated by a person who knows what he does and has the appropriate skills, experience and use the latest technologies and innovations. And last but not least, always remain yourself, talk about what you are doing honestly, not inventing anything, and not showing more than actually is or more than you are.
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