NURTURING BRAND PARTNERSHIPS

Katie Hughes-Dawkins looks at the key to success in the aesthetics industry

KATIE HUGHES-DAWKINS

Katie Hughes-Dawkins is an industry professional with more than two decades of experience in the medical aesthetics field. She began her journey as a dental nurse and registered medical aesthetician, transitioning to managing multiple clinics where she was the CQC-registered manager. She has become a trusted industry voice and now leverages her experience to elevate brands within the industry globally and is currently head of engagement and relations for Harpar Grace International.

With over two decades’ as a professional in the aesthetic business landscape, and a track record of spearheading successful clinic chains and amplifying revenue streams, I’ve witnessed first-hand the transformative power of robust partnerships and stakeholderstyle relationships.

In an industry defined by innovation, consumer trends, and evolving technologies, the significance of cultivating strong relationships between clinic owners and the brands they align with is key.

Collaboration lies at the heart of progress in the aesthetic domain, whether among industry peers, colleagues, or brand representatives. These relations should not be merely about transactional exchanges, but rather a symbiotic relationship, built on mutual trust, shared goals, and a commitment to excellence. When clinic owners and brands come together in a spirit of collaboration, the possibilities for growth and advancement are limitless.

One of the primary benefits of fostering strong partnerships is the multi-layered support they offer. Clinic owners who forge meaningful connections with their chosen brands gain access to a wealth of resources, ranging from marketing assistance and product training to tailored solutions for specific client needs. This comprehensive support system empowers clinics to enhance their service offerings, stay ahead of industry trends, and deliver unparalleled value to their clientele. 

MULTI-LAYERED SUPPORT

An example of this is at a Harpar Grace International, where we offer multi-layered support to our partners, but also help incentivise growth with programs such as our Prestige Practitioner and Global Innovator programme, whereby partners have opportunities to gain further exposure within the industry via our various brand partnerships and experiences. 

We also offer a clinic staff incentive programme, which sees clinic staff able to earn free products for their own use dependent on how much they retail; this encourages teams to increase their retail sales, thus benefiting the overall clinic success and customer satisfaction. 

Furthermore, a strong relationship between clinic owners and brands can significantly boost revenue and productivity. By leveraging the expertise of the brands and the resources provided, clinics can streamline operations, optimise workflows, and maximise profitability. Whether it’s through innovative product launches, collaborative marketing campaigns, or strategic business development initiatives, the synergistic effect of a cohesive partnership can yield impressive financial returns. 

Beyond financial gains, nurturing partnerships also plays a pivotal role in shaping how a clinic is perceived within the industry. By aligning with reputable brands and actively engaging in collaborative endeavours, clinic owners can enhance their credibility, visibility, and reputation as industry leaders. This, in turn, can open doors to new opportunities, attract top talent, and solidify their position as trusted authorities in the field. Often, you will find therapists and other aesthetic practitioners will be attracted to work with or for you because of the reputation you will cultivate through affiliating with the best available brands. 

Having had the privilege of working closely with clinic owners and run several successful clinics myself, I’ve had the opportunity to impart actionable techniques and strategies honed through years of hands-on experience. From optimising operational workflows to implementing effective client retention strategies, my goal has always been to empower clinic owners to achieve their full potential and surpass their business objectives. 

CHOOSING BRANDS TO WORK WITH

So how do you choose which brands to work with? And once you do, how do you grow that relationship for the benefit of your business? 

Industry congresses and conferences are a great way to establish which brands are reputable and give you the opportunity to discuss the best options for your aesthetic practice. Outside of these events, you can find all the latest industry news in trade magazines. I also encourage finding a mentor, who has been in the industry a significant period and has first-hand experience; this will prove invaluable.

Once you have your chosen brands, cultivating partnershipstyle relationships with them is what will allow most success with the product or device within your clinic. Staying up to date with training, and getting to know the brand and the people in relevant departments who you will be in regular contact with is essential. 

Once you’ve established who these people are and how they can support you with their brand, it’s time to plan together. 

Most brands will allocate you a dedicated account manager (or equivalent). Make these work for you! A good account manager will take the time to get to know you, your team, your business, and your goals at the outset of the relationship to best support and service your needs. Accept regular development meetings with your account manager to ensure you are informed of any new or valuable information and stay engaged with them via social media, calls, and updates to stay aligned. 

Your brand account manager or other members of a field team may also be able to support you with in-clinic events or outreach which you have planned into your marketing calendar. They will also be able to support you from other sales and marketing angles by assisting you with social media campaigns, marketing strategies and how to incentivise your team. If they are seasoned industry professionals, they will also be able to give you new and exciting ideas to gain more patients and exposure for your clinic. 

In conclusion, the importance of strong partnerships between clinic owners and brands cannot be overstated. Through effective collaboration, multi-layered support, and a commitment to nurturing authentic relationships, clinics can elevate their profiles, drive revenue growth, and cement their standing within the competitive landscape of the aesthetic industry. As we continue to navigate an ever-evolving market, the value of fostering these meaningful connections remains paramount, guiding us toward shared success and continued innovation.