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[7 min read] 3 marketing problems GPs face starting out in aesthetics

Due to the popularity and expanding growth of cosmetic procedures in Australia, many medical practices are venturing into aesthetics to meet the rising patient demand in cosmetic injectables and other skin repair and rejuvenation services. For many, this is the beginning of a positive experience which produces growth in non-Medicare revenue. However, there are some marketing problems that GPs can encounter when starting out.

We talked to Jonathan Carroll from Aesthetic Business Results about three problems GPs face when adding or expanding aesthetic treatments in their practice.

Problem 1: Struggling to speak to patients about aesthetic treatments during a GP consult.

Not many patients book a GP consult to talk about their ageing skin. A lack of opportunity to speak about the aesthetic treatments offered in their practice is a major reason why many GPs are not currently doing consistent volume with their aesthetic treatments.

Solution: A big bonus for medical practices is that they usually have a large database and high foot traffic of new and regular patients every day. This presents an ideal opportunity for marketing the practice’s aesthetic treatments outside of the consult. Patients can learn about the services from the receptionists, brochures or posters inside the waiting room, occasional emails, or other points of contact. Patients are then prompted to ask the doctor about these services during their consult.


Problem 2: Trying to compete with local beauty clinics.

Solution: Medical practices have a huge advantage over beauty and cosmetic clinics: they are delivering doctor-led treatments from a medical approach with a strong medical background! This means that GPs can communicate their services in an educational way and utilise their medical practice database in addition to the standard promotional avenues that beauty chains use, such as Google, Facebook and flyer drops. This markets the new services to patients who are familiar with the practice and already have a sense of loyalty and trust.


Problem 3: Not building effective marketing channels.

Many medical practices fall into the trap of “if I build it, they will come”. Just adding anti-wrinkle injections and dermal fillers to the practice services will not usually result in a steady flow of patients for aesthetic treatments, especially if patients don’t know about it.

Solution: It is important to have a clear plan for adding and promoting aesthetic treatments. A proactive strategy of educating patients about the services, benefits and risks is essential. (Keep reading!)


How GPs can market aesthetic services

With minimal advertising, aesthetic services can be successful in a medical practice if there is a system to educate patients on these treatments.

One of the biggest areas of opportunity with aesthetic services is education. Many people (men and women) have thought about reducing their unwanted wrinkles or addressing their other skin concerns, but have done nothing about it. This could be due to the perceived risks of the treatment or because they can’t find a provider they trust.

As a GP and source of information, this is a great place to educate the database via SMS, email and VIP in-practice events about what aesthetic treatments are, what they can be used for and what to expect during and after treatment. This can turn many current patients into loyal aesthetics patients. At the very least, it will ensure they have the knowledge on popular treatments from a doctor.

This article was originally published here: 3 Reasons GPs Are Adding Aesthetic Treatments

To learn more, please join us at the next Certificate Courses in Aesthetic Medicine.

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