The world of non-essential retail healthcare has recently changed dramatically. Consumers are re-evaluating their spending habits and choices. And while some business owners are still holding their breath – anxiously waiting for the recession to end – the smart ones have crafted a new position in the market and in the minds of their customers.
One way to create value and share expertise is through articles and public relations versus advertising or a combination approach, such as the advertorial. Successful medical spas and aesthetic practices are creating an emotional connection and establishing a level of professionalism, including relevant expertise, by sharing knowledge, trends and tips. Smart consumers can see through self-promotion and value information. Marketing experts site statistics promoting dollars off vs. percentages… but fail to mention or possibly understand the female consumers proven appetite for knowledge and value, as well as a good deal – especially when it comes to their face and body. (We’re not selling shoes here!) While price can create immediate attention, it can distract from benefits and value.
The second phase of the medical aesthetics industry shake-out is happening right now – in large part because of the economy. (The first phase was the regulation of the wild west of a new industry) Make sure you understand how to come out on the other side in a positive position both from a profit and reputation standpoint. Put on your consumer hat and look at your marketing from that standpoint. What do you see? Is that the brand image you want to project? The big question is… once the recession is over will your medical spa or cosmetic practice be able to stand on anything other than price?
