Market value

Jemma Edwards, owner of deliveringdemand.com, looks at how marketing your treatment menu effectively can reap the rewards.

A san agency specialising in helping clinics and dental practices grow, we’ve advertised almost every cosmetic treatment on the market over the years. Nine times out of 10, a clinic owner asks us to run a Facebook ad to increase their botulinum toxin and filler patients.

These are, of course, highly profitable, simple treatments. However, not all treatments perform well on all advertising platforms. Some treatments work best on Google, whereas others enjoy better engagement across social media channels.

During the strategy sessions I have with clinics, it’s my job to guide them on what to advertise and, most importantly, what not to advertise and have created a guide on ‘How To Market Each Treatment’, as it’s not a one-size-fits-all process. Spoiler alert – we advise never to run adverts for new patients for Botox or fillers.

Not all treatments perform well on all advertising platforms. Some treatments work best on Google, whereas others enjoy better engagement across social media channels.

HERE’S MY GUIDE TO ENSURING YOU ADVERTISE TO YOUR BEST ADVANTAGE:

1. Introductory no-downtime skin treatments, such as carbon facial, laser facial etc., work well for Facebook ads if you focus on the problem it solves, such as pigmentation, with a discount off the first session.

2. Super facials, such as Hydrafacials, are best run as a Facebook ad, with a discount off the first treatment (ideally 50%) or a discounted taster session.

3. Skinboosters – Facebook ads work very well for treatments such as Profhilo, Sunekos orJalupro , especially if you target specific areas of the face (i.e. under eyes/dark circles or neck). Run a lower cost for the first session, such as 33-50% off and target a specific pain point that will grab attention.

4. Regular/classic facials are another good new patient offer. They are seen as ‘low-risk’ treatments, offering the perfect way for patients to check you out. Again, offer a discount on their first session with you.

5. Injectables – don’t advertise these on social media. You might get some enquiries, however, the conversion rate will be much lowerthan othertreatments, as outlined above. Ifyou are looking to increase your injectable clients, use another treatment, such as a skin peel or even a skin booster offer, to get new clients to book a treatment with you. Once they are in with you, you can then upsell your higher offer orthose treatments that patients might be a little tentative about. It also pays to appear in local search results. And while you’re not allowed to advertise for Botox, it doesn’t mean people don’t search for Botox on Google. The best strategy we’ve found is for clinics to appear in the ‘three-pack’ Google Maps with positive reviews, which we can advise on.

6. Body sculpting – 3D Lipo, EMSCULPT, Resculpt, and fat freezing (such as Coolsculpting or Cryostar) work well as Facebook ads but should be highly conditional on treatment and offer, such as free trial + 50% off or 50% off the first session. This is clear and concise, so avoid wording such as buy three get one free as people can’t work out the value.

7. Chemical Peels – this works well on Facebook and can be offered as a treatment to attract new clients, providing there’s no downtime. Offer 50% off the first treatment, upselling a course of treatments when they come in. Always focus on the problem they are looking to solve (such as acne) and the results they will achieve.

8. Laser hair removal. This is a highly saturated market, but we’ve had great success promoting laser hair removal all year round. You really need a great offer to get people through the door, such as a year’s worth of treatments for a certain price, a full-body offer or 50-60% off their first treatment and an offer on a course. This is a perfect low-risk treatment to attract new patients to your clinic that should be advertised using Facebook ads. It also allows you to upsell other treatments.

9. High-ticket skin treatments with no downtime (such as Morpheus8, NeoGen or similar, such as laser resurfacing, RF microneedling etc.) work really well with Facebook ads, with a no-brainer offer such as 50% off their first treatment. Don’t try and sell people a course of treatments in the ad, as it doesn’t work. People want to try one session first before they commit to a course.

10. Semi-permanent make-up can work well on social media, but you’ll need a great offer alongside a video of a treatment being performed with great results. Google ads for permanent make-up do work, but they need to be well written. We have found the best way to get more permanent make-up clients is to appear in the top three of Google Maps with lots of positive reviews because they need to be able to trust you.

11. Tattoo removal works really well with a discounted offer on social media, but be sure to show a video of the tattoo removal in progress.

12. Invisalign works well with Facebook ads if you run open days with a value stack offer, such as a discount and free whitening etc. Use real images from the clinic and not stock imagery.

13. Dental implants generally don’t work in social media ads unless you’re retargeting people who have already interacted with your practice. Google ads work but can be costly if not done correctly. Appearing in the Google Maps’ three pack’ for local searches is a good way to get new local patients at a lower cost.

WHAT IS MENOPAUSE?

Menopause is when a woman stops having periods and can no longer reproduce. The stage leading up to it is known as peri-menopause, which usually lasts around four to eight years. The average age of menopause is around 51. During this time, women experience an array of symptoms, which can include hot flushes, night sweats, weight gain, lower libido, vaginal dryness, incontinence, mood swings, irregular periods, painful joints, anxiety, hair thinning, insomnia, loss of collagen and dry skin.

HORMONES AND THE SKIN

The link between skin and hormones is well acknowledged. Oestrogen plays a fundamental role in the production of collagen and elastin, and as collagen levels and elastin levels drop, this creates a loss of volume and tone. It’s estimated that women lose 30% of their collagen in the five years following menopause, dropping to about 2% every year for another 20 years after that. The epidermis also begins to thin as cellular turnover reduces and capillary blood flow slows down. This leads to reduced barrier function, with the skin often becoming dry.

Finally, melanocytes degenerate and produce less melanin, the natural protector against the sun. Melanin can be overproduced in certain areas that have previously been exposed to a lot of sun. As a result, the skin is more sun-sensitive, and you may see an increase in both hypo and hyperpigmentation. Consequently, many women feel overwhelmed by what’s happening to their bodies and appearance.

So how can we help? Supporting clients at this time is essential. Every woman should be enabled to make an informed decision if HRT is right for them. This helps minimise menopausal side effects and preserve body function. There are many benefits to HRT, both physical and cognitive. In terms of skin, there have been numerous studies that suggest HRT can help in the management of skin-related symptoms associated with menopause, with studies showing it can help increase epidermal hydration and skin elasticity and thickness1as well as boost dermal collagen levels. 2

In one observational study, more than 3,000 women found that compared to non-users, HRT use was associated with a statistically significant reduction in dry skin and wrinkling.3

However, it won’t improve the rate of skin turnover or reduce pigmentation, especially preexisting pigmentation attributed to the natural ageing process. With this in mind, a discussion about a holistic approach is beneficial to try to reduce the skin cycle and keep the skin bright and healthy. It’s also important to highlight the impact of diet, exercise and sleep on overall health, too.

Ingredients that stimulate oestrogen receptors have become key in maintaining menopausal skin health. Aside from hydrating agents, antioxidants and retinoids both protect from further collagen loss and help boost skin turnover while building new collagen and controlling pigment.

Retinoids are derivatives of vitamin A, converted in the body to retinoic acid, the active form of vitamin A. They’re robustly proven to visibly change the surface of the skin and reduce lines and wrinkles, achieved through regulating cell turnover and promoting the growth of keratinocytes. They also strengthen the epidermis’s protective function, reducing transepidermal water loss (boosting hydration) and slowing collagen loss.4As they’re fat-soluble molecules, they need support to be well absorbed. Sensitivities to retinoids can limit their use, but proper discussions with clients as to how to introduce them safely and slowly can limit side effects.

VITAMIN C

Vitamin C is an essential part of our diet and prevents damaging oxidative reactions in our bodies. When applied topically, we can increase the availability 20 times and ensure concentrated and therapeutic levels in the skin.

The addition of zinc (in sunscreens) or tyrosine can further increase its bioavailability. Vitamin C is a potent antioxidant or free radical scavenger, a molecule that can prevent oxidative reactions by giving away a free radical but without becoming destabilised itself. This process prevents the loss of collagen that occurs as part of oxidative damage from free radicals.

Other studies have suggested that vitamin C plays a part in collagen and elastin production, both essential components in healthy, plumped skin. Further studies have shown it to be effective in inhibiting melanin synthesis through down-regulation of tyrosinase enzyme activity. This, in turn, improves hyperpigmentation. Formulation is essential as vitamin C is inherently unstable and readily broken down with exposure to light and free radicals in the environment. Concentrations tested in studies range from 1-20%. PH3.5was suggested to be optimal. .5

SUNSCREEN

Chronic sun exposure is known to cause photo-ageing to the skin, increasing rhytides, and pigmentation, reducing collagen (volume loss) and causing telangiectasia. It’s estimated that 80% of skin damage is attributable to UV exposure. Not only have sunscreens been shown to prevent photoageing, but evidence also suggests that they may play a role in the reversal of extrinsic ageing.6

SUPPLEMENTS

In general, a good diet and lifestyle negate the need for supplementation, with the exception of taking vitamin D in the Autumn/ Winter months, as recommended by the National Institute for. Health and Care Excellence. (NICE). At a time when depletion of collagen is so rapid and taken up by key joints first, it would seem sensible to load the diet as much as possible. Supplements of calcium may also be beneficial where diets are lacking.

TREATMENTS

All treatments that boost collagen can be helpful in supporting a healthy skin cycle. Dermal fillers can be particularly helpful for replacing lost volume, while skin treatments can be used to target pigment, increase the rate of skin turnover, or lift and tighten sagging skin. This might include radiofrequency microneedling, chemical peels, ultrasound treatments or laser

Menopause can be a difficult time and is only now being openly discussed. The role of the declining levels of oestrogen in skin health is well known, and side effects include rapid collagen loss, both dry and thinning skin and shifts in pigmentation. Taking a holistic approach with your clients is essential, and great skincare, combined with supplements and skin treatments, may help restore their confidence and improve their skin health.

SHARRON GORDON

Sharron Gordon worked for more than 25 years in NHS practice in senior local, regional and national roles, specialising in thrombosis care, as well as running anticoagulant clinics across clinical settings. Her work has been shortlisted for two HSJ awards, and she has received an award from five patient charities for patient consultation support with anticoagulants. She currently runs her aesthetics clinic, ‘The Secret Garden Winchester’, specialising in holistic skincare journeys.