The Beginner’s Guide

L-R: Dr Neetu Rajdeo, Dr Shweta Nakhawa, Dr Geetanjali Shetty, and Dr Apratim Goel.

Embarking on the journey of starting your own aesthetic practice can be an intimidating endeavour. Aspiring dermatologists are well-versed in the medical aspects of their profession, but the realm of business and finance can present unforeseen challenges. Marketing decisions and strategies can also be overwhelming and time-consuming.

Experts seek to alleviate some of these concerns by sharing key insights from industry experts, offering valuable tips for beginners in business management. By equipping you with essential knowledge and guidance, we aim to empower you in navigating the complexities of establishing a successful aesthetic practice.

Climbing up step by step

One of the mistakes that often lead to the downfall of many businesses is diving headfirst into the business world without prior experience. Starting a new business entails a multitude of challenges. Therefore, industry experts strongly advise aspiring entrepreneurs to gain practical experience by working at a well-established clinic and familiarising themselves with various aspects of the aesthetic business before venturing out on their own.

This invaluable opportunity allows for learning new and advanced procedures directly from seasoned industry experts. It also provides a chance to develop effective communication skills and a customer-centric approach, which are essential pillars for establishing a successful aesthetic medicine practice. 

Dr Geetanjali Shetty, Director, Revitalis Skin Clinic, emphasises the significance of this learning phase, stating, “The first two years of your career are crucial and should be dedicated to acquiring knowledge about best practices, understanding equipment and finances, mastering marketing strategies, and carefully selecting an optimal location.”

Understanding your target demographic

The realm of aesthetic medicine is vast, presenting endless possibilities. However, to establish a standout business, it is crucial to understand and refine your skills in a specific area of expertise. There are numerous niches to choose from, such as lasers, fillers, injectables, radiofrequency technology, and photo facials. While it is possible to offer a variety of procedures to your patients, it is essential to identify key offerings that set your practice apart. This not only adds authenticity to your services but also enhances the overall patient experience.

Dr Apratim Goel, Medical Director, Cutis Skin Solution, highlights the importance of finding your niche and effectively promoting it. She asserts, “Identifying the right niche is crucial for advertising purposes. Patients need to have confidence in the services you provide. Understanding your target demographic and implementing strategic advertising techniques not only boosts authenticity but also instills faith in your clinic.”

Start small: A finacially wise approach

As previously mentioned, launching a new business from scratch can be a costly endeavour. Making sound financial decisions is crucial for establishing an expanding and flourishing enterprise. Starting with basic procedures to build a solid client base and gradually expanding the range of services is a prudent strategy. This gradual approach fosters customer trust and confidence, laying a strong foundation for success.

Dr Neetu Rajdeo, a Cosmetic Dermatologist, advises initiating the practice with lowcost, low-risk procedures such as chemical peels. The next step, she suggests, is investing in a reliable battery machine and related procedures. This can be followed by offering micro ablation and Medi facials. Once these stages are successfully established, the practitioner can gradually introduce injectables, toxins, and fillers based on customer demand in the area. If the business is thriving and everything is on the right track, a larger investment like a laser machine can also be considered.

Dr Goel emphasises the importance of financial management in the business realm. She recommends, “If possible, hire someone who understands the financial aspects, including investments and profits. Having such expertise on board will keep you on the right track toward progress.”

Know your customer: Building authenticity and clientele

Once you have chosen a prime location for your business, it is crucial to familiarise yourself with your target customer base. In the aesthetic business, visibility is paramount, making the clinic’s location of utmost importance. Understanding your customers not only enhances authenticity and builds trust but also provides valuable insights into future procedure offerings based on demand.

Here are some essential tips to keep in mind when interacting with your customers:

• Be humble, always: Cultivate a humble and approachable demeanor that puts your customers at ease.

• Work with a team that understands the importance of good communication: Effective communication within your team ensures smooth operations and a positive customer experience.

• Be hungry for knowledge, wherever it may come from: Continuously seek opportunities to expand your knowledge and skills, drawing from diverse sources.

• Be faithful to your patients: Develop strong bonds of trust and loyalty with your patients, prioritising their well-being and satisfaction.

• Offer a variety to your customers: Provide a diverse range of services and procedures to cater to the unique needs and preferences of your customers.

• Be disciplined and punctual: Uphold basic ethical practices, demonstrating professionalism, and respecting your customers’ time.

• Listen to your patient: Take the time to listen attentively to your patients, understanding their concerns and recording their medical history accurately.

• Invest in the right software to protect data: Ensure that you have reliable software systems in place to safeguard sensitive patient information.

• Patient care and data security are of utmost importance: Prioritise patient care and maintain stringent protocols to uphold data security and confidentiality.

By incorporating these principles into your practice, you can foster strong relationships with your customers, establish credibility, and ensure the well-being of both your patients and their data.

Branding your business: navigating the digital landscape

In an era dominated by technology and social media, staying informed about current trends and leveraging them to garner attention is essential. The visibility and publicity of your business directly impact its growth and profitability. Dr Rajdeo emphasises the power of combining information with creativity as one of the most effective forms of social media content. She advises that a professional page should encompass all relevant clinic information, and every member of the business should convey a consistent message.

Dr Shetty highlights the efficacy of sharing skincare tips, along with before and after pictures of procedures, on social media. This approach allows the audience to witness tangible results. She recommends creating engaging videos or reels that address concerns, procedures, devices, durations, and safety protocols, incorporating before and after pictures to maximise audience engagement. Additionally, patient testimonials play a crucial role in establishing trust among new customers. In the current digital landscape, capturing attention within the golden window of 15 to 20 seconds is paramount.

However, social media comes with its share of challenges, as negative comments can surface alongside positive ones. Dr Goel advises acknowledging and responding to negative comments if a mistake has been made. However, she notes that a single negative comment among numerous positive ones can actually add authenticity to the practice.

Generating compelling content with trending audiovisuals and staying abreast of changing algorithm patterns is vital in the aesthetic medicine business. Understanding your target audience, addressing their concerns, and maintaining communication with both existing and potential clients contribute to building a thriving business.

Dr Shetty emphasises the significance of online consultations in the post-COVID-19 landscape. While the scope of online sessions may be limited, possessing topical knowledge and providing counseling to patients proves beneficial in maintaining patient care and engagement.

Investment and funding: Navigating the financial landscape

The aspect of financing and investment is often overlooked in medical school, yet it plays a vital role in building a successful business, says Dr Shweta Nakhawa, Dermatologist, HL Aesthetic Skincare Clinic. “Seeking the right advice and following a well-informed path is crucial in this regard.”

Industry experts recommend seeking the assistance of a knowledgeable money manager who understands the intricacies of financial statements. Additionally, engaging in regular self-analysis is essential to stay on track toward success.

As medical professionals, it is easy to get caught up in the desire for the latest technology and equipment. However, self-analysis allows for a broader perspective. Listening to patients and understanding their demands becomes instrumental in making wise investment decisions and ultimately generating profits. By aligning investments with patient needs, you can ensure that you acquire the right equipment that will benefit both your practice and your patients.

Be the boss: Fostering an efficient and harmonious team

Building and managing an efficient team is of utmost importance in running a successful practice. The seamless functioning of the team should revolve around prioritising customer welfare. The key to achieving this is by establishing clear roles and responsibilities for each staff member.

Setting up a hierarchical structure and implementing protocols ensures a smooth workflow. Daily briefings from the heads of each hierarchy help in keeping the practice on track. Implementing a reward-based system can work wonders in motivating the staff. Rewards can range from financial incentives such as raises, insurance, and bonuses to non-financial rewards.

Unleash your creativity in providing incentives that cater to the unique needs and desires of your team. A happy and motivated staff ultimately leads to satisfied customers, paving the way for a successful business.

“Starting a new business requires making well-timed decisions,” says Dr Nakhawa, adding, “…Establishing a dermatological practice can be financially demanding.” However, the experts suggest, learning from the experiences of others before making your own decisions is invaluable.

Climbing the ladder of success with careful planning and patience yields long-term benefits.

(The above insights were gathered from a panel discussion at the recently concluded Aesthetic Medicine Conference in Mumbai.)