Opening a New Aesthetic Clinic. The First Steps to Ensure Your Success

Have you finished your education in the field of Aesthetic Medicine and have been building up your expertise for a while? Do you feel ready to operate independently? Or are you simply tired of working for someone else and would like to try your hand at your own clinic? Although the answer to the above questions is simple, the progression to setting up your own business can be challenging, as new experiences tend to be. After years of working with a variety of Aesthetic Clinics, we have put together a few tips to help aesthetics practitioners, nurses, and clinic managers with this process. To benefit from them, read on!

1. Focus on your strengths 

There is a reason why professionals specialise in relatively narrow fields. Typically, choosing one or two specialisations means that the practitioner can provide high-quality treatments and keep up with industry changes and innovations. Think about what area of Aesthetic Medicine you are particularly passionate about and target the clients who will benefit from it.

SWOT analysis will help you find your place in the industry. This acronym stands for strengths, weaknesses, opportunities, and threats. Let's go through those points. 
- Strengths – these are the aspects that make your clinic better than the competition. This may not only be the exceptional quality of your medical care, but also your great patient service.
- Weaknesses – include all the elements that make your clinic less competitive compared to others. These are the aspects that allow you to focus on your strong sides and suggest what you should avoid. If you don't feel confident in Thread Lifts but can provide outstanding results with injectables, go for it!  
- Opportunities – these are external factors that create opportunities for growth in your business. For example, it could be an innovative treatment that attracts a lot of interest from potential patients, a training course or a chance to participate in Aesthetic Medicine fairs.
- Threats – all situations that can be a challenge for your clinic. Of course, there are situations that cannot be predicted. At the same time, keeping an eye on what your competitors are doing and the trends in the aesthetic industry will help you spot potential dangers beforehand. These can be changes in the cost of certain products or a lack of job candidates. 

The image shows a circle divided into four equal parts. On each of these, in turn, there is an inscription: Strength, Weakness, Opportunity, Threat.

2. Invest in popular, profitable treatments 

Popular treatments which do not require expensive equipments can bring a high-profit margin compared to the money invested. Our research shows that these minimally invasive treatments make up the largest part of Google searches related to the Aesthetic Medicine sector. 

3. Invest in a receptionist 

You are first and foremost a medical practitioner, and working with a receptionist definitely helps with organisation. With a receptionist, you won't have to worry about answering the phone, replying to messages or rescheduling patient appointments. Follow-ups and effective communication allow you to maximise bookings, without sacrificing your free time. With peace of mind, you can focus on expanding your business or spending time with your loved ones, while the communication between your clinic and your patients remains in safe hands. InDesk will provide you with a team of receptionists who can do all of the above!

A call agent and an aesthetic practitioner treating patient.

4. Don't forget about the Internet

Most of our searches nowadays start on the Internet – also when it comes to finding the right clinic. Your online presence is a reflection of your business. Make sure you have a functional, informative and aesthetically pleasing website. This allows patients to find information about your treatments, prices, and the location of the clinic quickly, or to send an enquiry. If the website looks professional, will help to build a good first impression. Additionally, Instagram, Facebook, and Twitter all provide excellent opportunities for inexpensive advertising that will reach the right audience. Here you can learn more about What Type of Online Content Attracts New Medical Aesthetic Patients.

5. Nurture relationships 

This is important, especially at the beginning of running your own business. As we mentioned, you can think about starting your clinic's social media profiles, and developing a simple website with offered treatments and prices, so potential clients can find what they are looking for easily. It's also a good idea to inform your friends about the new business! From that, you can start building your client base.

A good relationship with your patients (and of course good results from treatments) makes them want to come back to your clinic and tell their friends about it. This is called word-of-mouth marketing and is basically a free technique that is additionally very effective due to the fact that the person sharing the positive experience is trustworthy. Here you can learn more about How To Attract New Clients to Your Aesthetic Medicine Clinic.

At InDesk, we know that outstanding patient service is key to a successful conversion. That's why our remote receptionists ensure that all your patients experience professional, prompt support while allowing you to save time and increase bookings. 

6 pawns through which the thread is interwoven.

6. Stay organised

A good organisation helps you stay calm and increase productivity. Administering the clinic and carrying out treatments at the same time is a challenge that can be simplified. Delegate responsibilities to a receptionist, not only taking care of patient your communication, but also collecting deposits, and scheduling appointments directly in to your calendar. This way, you will be able to focus on carrying out treatments, knowing that contact with patients will remain at the highest level and all appointments will be transferred directly into your chosen booking system. 

7. Continue to develop 

The Medical Aesthetics industry is constantly changing and developing. That's why it's essential that you stay on top of your patients' needs. If you have the opportunity to attend a training course to develop your skills, this is a great idea. Keep looking for them!

Attending different types of events, both B2C and B2B, is a good idea. The first type allows you to promote your clinic and attract new clients. On the other hand, during business conferences, you will encounter many networking opportunities.  

Aesthetic practitioner treating patient.

8. A business course will help you manage your clinic

Apart from the medical aspect, running a clinic is a business like any other. Basic knowledge of management, marketing, and economics will certainly make many of your decisions easier. You will also have the opportunity to improve your business strategy and increase your revenue. Here is a list of free online courses that you can benefit from:

Fundamentals of Digital Marketing by Google

Social Media Marketing Course by HubSpot Academy

Cold Email Masterclass by Mailshake

PPC 101: The Beginner’s Guide to PPC by WordStream

Inbound Sales Certification by HubSpot Academy

Viral Marketing and How to Craft Contagious Content by Coursera

How to Make your Instagram Content Stand out by MetaBlueprint

If you have made the decision to open your own clinic, then we wish you the best of luck on this new path. We are convinced that the combination of the above tips will get you off to a good start, and you will be able to enjoy a fruitful relationship with your clients from the very beginning. Which of these will you implement first? Let us know!

Maria Kamińska
Maria is a copywriter and a student of Applied Linguistics. She puts the knowledge of the team working at WhatClinic and InDesk into words to convey it to the audience in an approachable way. She is passionate about foreign languages, especially English, German, and Spanish. In her free time, she meets with family and friends, drinks good coffee or… writes.

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