Aesthetic medicine market – unique. In order to succeed in this area, it is not enough just to understand the business, it is necessary to deeply understand the psychology of the patient and his current needs. At this stage, the aesthetics market is completely crowded, and there are only a few ways to successfully develop in this industry.
The international business consultant in the field of aesthetic medicine Roberto Speroni spoke about how to promote your own business, how to become the best in the aesthetic medicine market, and what investments to make for this specifically for estet-portal.com.
How can a doctor promote his own business
RS: This is a very interesting question because today – it's not easy at all. There is a lot of competition, many clinics with similar offers not only in your country, but all over the world. Therefore, something different – it is not an easy task. Of course, it is necessary to work on recognition and visibility in the market. Therefore, it is important to focus on the international name – attend various congresses abroad. This is a great opportunity to become recognizable, get more customers, and more demand for services.
Also, in my opinion, as far as clinics are concerned, it is necessary that they offer a complete comprehensive package of services. This will create a competitive advantage over other offerings in the industry.
Today, customers are not looking for something simple, they want a complete package of services in order to be able to get the most harmonious result.
It is not enough to work with dermal fillers, laser or do biorevitalization, it is necessary to offer such a list of services that will cover all the client's requests. Thus, in order to succeed – build awareness, educate, and try to deliver an innovative service package updated to meet today's customer needs, new generation of products, and combined protocols.
What does a successful medical business mean to you
RS: I'm not a doctor, but if I were, I would think first of all about the happiness of my patients. Happy patient – it's the best marketing, the best advertising you can imagine. The fact is that a happy patient will tell your other potential clients about the quality of service and results.
Therefore – this is the best marketing move. And of course, and I've said it before, in order for the medical business to be successful, you must, and so many doctors already do, work on their world fame. Despite the fact that we are now in Ukraine, the aesthetic medicine market – it's a global market! Now I see how doctors travel all over the world to be able to be a speaker at various events. Customers are not stupid — before they come to you, they want to know who you are, what you do, and how famous you are in your field. They have several channels to get this information:
-internet,
-friends,
-clients
-doctors, etc.
Therefore, if they see that you attend international congresses — this is a plus for your success and attracting customers. Therefore, I would say that if my patients are happy, I am well trained, I understand what products I work with, I use new methods, drugs and technologies, and I have an international name — these are the criteria for a successful medical business.
Read also: Roberto Spironi on the strategy of business development in the field of aesthetic medicine
The most profitable investment in the field of aesthetic medicine
Р.С.: As far as a single person is concerned, the best investment in yourself – it is education and training.
You need to travel because the best way to learn – it is to exchange experience with foreign doctors.
Believe me, I have worked in 38 countries, and each of them has its own approaches to the treatment of the same pathology. Therefore, you should take this experience and soak it up like a sponge. The knowledge of each doctor replenishes the treasury of your knowledge. And the best way to promote your business – it is to be able to solve the patient's problem in several alternative ways.
Second path — is to break ahead by providing unique services and products. The market is crowded and I'm not just talking about injectables. Do you know how many are currently on the market? No one knows! Because there are a lot of them, at least more than 150 fillers and more than 200 products for biorevitalization. But most of them are similar in composition, and are on the same level of quality.
To be successful, you need to provide a complete package of services, or products that have unique characteristics.
Also invest in brand awareness (your clinic, your own products, etc.) – this is a profitable investment because advertising and marketing – it is the "soul of commerce".
Another profitable investment – This is personalized treatment. All people are different, have different skin and different problems. You cannot treat everyone equally. Therefore, you must offer your customers an individual, personalized approach. This will make them feel unique and special. When you prepare a product exclusively for them, and they see it - this is what people madly appreciate. And they will come back to you - be sure!
In terms of companies and manufacturers, the most important investments are new technologies, research and development, scientific and clinical evidence, medical device and drug registration costs, logistics and advertising.
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Roberto Speroni: A happy patient is the best marketing ever
RS: The market of aesthetic medicine is unique. In order to succeed in this area, it is not enough simply to understand business, it is necessary to deeply understand the patient's psychology and new needs. At this stage, if we exclude the emerging countries, the market for aesthetics is mature, and there are only a few ways for successful development in this industry. How to promote your own business, how to become the best in the market of aesthetic medicine, and what investments to make, specifically for estet-portal.so told the international business consultant in the field of aesthetic medicine Roberto Speroni.
How can a doctor promote his own business
RS: This is a very interesting question because today it is not easy at all. Very big competition, many clinics, many products with overlapping indications, not only in Ukraine but all over the world. Therefore, to offer something unique is not an easy task. Of course, it is necessary to work on recognizability and visibility in the market. Therefore, it is necessary to focus on the international name and visibility - to attend as a speaker to various congresses and not only in Ukraine, but also abroad. This is an excellent opportunity to become recognizable, gain more customers, and greater demand for services.
Of course a doctors should always improve skills and competencies, traveling to learn from other experienced and skilled doctors, being updated about new products, techniques and protocols and offering a wide range of treatment and services. Last but not least do not forget self-advertisement is also an important marketing lever for doctors and clinics.
Also, in my opinion, doctors and clinics should offer a full and exhaustive set of services. This will create a competitive advantage over other offers in this industry since now we talk of “beauty global approach” and only “single beauty correction”.
Customers are not looking for just one simple treatment, they want a full package of services in order to be able to get the maximum result and to take care of harmony of shapes and beauty.
It is not enough to work with dermal fillers, or a laser - it is necessary to offer such a list of services that will cover all customer requests. So, in order to succeed, work on recognizability, travel for learning in UA as well as abroad, train, advertise and try to provide innovative package of services updated with today’s time and customer needs, new generation of products and combined protocols.
What does successful medical business mean to you
RS: I'm not a doctor, but if I were, I would first of all be thinking about the happiness and full satisfaction of my patients. A happy patient is the best marketing, the best advertising, you can only imagine. The fact is that a happy patient will tell your other potential customers about the quality of the service and the results. Therefore, this is the best marketing you can do on the market. And of course, and I've already talked about this, so that the medical business was successful, you must work on your worldwide fame and visibility. Despite the fact that we are now in Ukraine, the market of aesthetic medicine is a global market! Now I see many doctors traveling around the world to be able to be a speaker at various events.
Customers are not stupid - before they come to you, they want to know who you are, what you are doing, and how well you are known in your field. They have several channels to get this information (internet, friends, Doctor’s customers etc). Therefore, if they see that you are attending international congresses as a speaker, you travel abroad to teach and learn new techniques and how to use new innovative products, this is a plus to your success and attracting clients. So I would say that if my patients are happy, I am well trained and skilled on products, new procedures, technologies and protocols, with good international exposure, working with good products I can have a successful medical business model.
What are the most important investments in aesthetic medicine
RS: If we talk about aesthetic medicine professionals (doctor, cosmetologists etc) and clinics, the best investment in yourself is education and training, but not only in your country. It is necessary to travel because the best way to learn is not only with the best local doctors but also to exchange experience with foreign doctors. Because, believe me, I work in 38 countries, and in each of them, there are different approaches to the treatment of the same pathology. Therefore, you must take this experience and absorb it like a sponge. The knowledge of each doctor replenishes your knowledge.
The best way to promote a business is to be able to solve the problem of your patient having several alternative ways.
The second way is providing unique services and purchasing good level products. The market is full of products, and I'm not talking only about injecting products - do you know how many of them are currently on the market? No one knows exactly! Because there are a lot of them, at least more than 150 fillers and more than 200 biorevitalizing products. But most of them have the same main ingredients (HA, Collagen, Hydroxyapatite, PLA, Amino acids etc.) and there is now on the market a good number of products with the same good quality and safety levels.
Thus, the path to success is a complete package of services, protocols and products that of course are safe but also have unique characteristics, technology or a unique approach to working with clients. Then also to invest on brand awareness (your clinic, your own products etc) is an important investment to have visibility; the advertisement and marketing are the “souls of commerce”. The next thing is to invest in personalization of treatments. All people are different, have different skin and different problems that can be treated in different ways. You can not treat all clients in the same way. Therefore, you must offer them an individual, personalized approach. Thanks to this, they will feel unique and special. When you prepare a product exclusively for them, and they see it - that' s what people really appreciate. And they will return to you - be confident!
If we talk about companies and manufacturers the most important investments are in new technologies, innovation, R&D, scientific and clinical evidences, medical devices and medicines registration costs, distribution networks (if direct networks), logistic and advertisement.
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