Clinic growth essentials

Annalouise Kenny shares her key strategies for launching and growing an aesthetic clinic with proven tips for growth and profitability.

Whether you are just starting out or looking to expand your aesthetic clinic, understanding a few fundamental facts can help your clinic succeed.

When I moved to London around 2008-2009, the aesthetic clinic scene was just beginning to take off. I jumped right in, setting up clinics and eventually founding my own. Here are the mistakes I made and the valuable lessons I learned along the way, so you can succeed in elevating your clinic to the next level.

Market dynamics

While some claim there are already too many clinics in India, others see huge potential for expansion. As the need for noninvasive treatments like botulinum toxin and skin boosters keeps growing, now is the time to focus on growing one’s practice and business.

Technological advancements now allow us to achieve remarkable results that were not possible when I started 23 years ago. Such advancements have led to the availability of effective treatments for skin conditions like lines and pigmentation. As aesthetic medicine practitioners, we have amazing chances to make a difference in our clients’ lives as the industry is evolving rapidly. Moreover, social media influence and growing customer acceptance are the reasons behind this industry’s success and growth.

Whether you belong to Gen Z, Gen X, or any generation in between, market dynamics are shifting. Younger generations are increasingly seeking aesthetic treatments, presenting a growing market opportunity. The market is expected to remain robust with significant growth potential, especially in emerging markets. Therefore, there is a substantial opportunity right now.

Business model

• Importance of a business plan: When setting up one’s clinic, having a business plan is important. A business plan helps one set realistic targets and measure their progress. When I first started my business, my plan was a roadmap that guided my decisions and helped me achieve my goals. If unsure how to write a plan, try using Google business plan software. It asks the right questions and helps one create a complete document outlining their goals, strategies, and means to achieve them.

• Mission statement: It is important to define a mission statement. Understand why one is in this business. Is it to meet a local need, to provide a trusted service, or to specialise in certain treatments? One’s mission statement should reflect what sets them apart. When I opened my clinic in London, I introduced a prescriptive treatment model and a skin membership programme, which became unique selling points.

• Understanding your customer: Knowing one’s customers is important. Some enter this industry because of personal experiences with skincare issues. Look at one’s customer base and understand their preferences. This information shapes one’s marketing strategy and helps in providing targeted services. Even if one targets a specific concern, doing a good job will lead to word-ofmouth recommendations.

Financial management

• Budgeting and pricing: Having a solid understanding of the clinic’s finances is critically important. Before deciding on pricing, one should estimate their daily and hourly expenses. This includes rent, staff, insurance, and utilities. Ensure that the price generates a profit while covering these expenses.

• Targets and incentives: Set financial targets for oneself and their staff, offering commissions to motivate them. This approach encourages better performance and sales, contributing to one’s clinic’s growth.

• Cost management: If I want to open another clinic or start a franchise, how am I going to do that? Iam not going to do that with blind eyes. You need to know the amount of money that I need to make to open my second or third place. And then time versus cost. Breaking it down into 15-minute segments of how much this will cost. So one can’t do anything until your business plan is done. It is also important to consider pricing for each treatment carefully since it varies based on many factors. Check what others in your area are charging. Don’t price too high or people will go elsewhere, and don’t price too low or clients might doubt your service. Manage the cash flow well. Understand the cost per treatment and ensure the pricing covers all expenses and makes a profit. Regularly review the costs and pricing to stay competitive and profitable.

Equipment and training

• Choosing the right equipment: Select the equipment carefully and build strong relationships with reputable suppliers. Ensuring your contracts cover all aspects, including servicing and consumable costs. Before introducing new treatments, experience them yourself to understand their effectiveness and client experience.

• Supplier relationships: When running a business, choose good equipment suppliers carefully. Look for trustworthy ones who provide thorough training and support with their latest equipment. It is fundamental to inquire about the instruction programme and training approach. If a supplier lacks good training, be cautious. Ensure there’s an engineer available if the equipment breaks down, and check the contract for potential extra fees. Understand what happens if the equipment needs fixing and ensure the contract covers servicing and consumable costs. Before offering a new treatment, try it out at another clinic to determine its effectiveness and client satisfaction. By doing this, one can be confident that they are ready to present it to their own clients.

Marketing and social media

Your marketing strategy should be as unique as your brand. Identifying the target audience and personalising marketing efforts accordingly can result in getting a good outcome. Develop a strong social media presence and consistent branding across all platforms. Create engaging content regularly, share stories, treatment processes, and client testimonials to build trust and attract new clients.

Building an effective website

Your website is crucial for your online presence. Ensure it is well-designed, SEO-optimised, and includes a booking link for easy appointment scheduling. Auser-friendly website can significantly improve client engagement and bookings.

Successful operations

To run a successful aesthetic clinic, carefully plan, manage finances, brand uniquely, and market effectively. Understand your market, define one’s mission, and manage finances. Choose the right equipment and leverage social media. Stay committed, adapt to changes, and strive for excellence.

The above article has been extracted from Annalouise Kenny’s recent talk at the Aesthetic Medicine India Conference 2024 in Mumbai.

About Annalouise Kenny:

The Founder & Educator, Skin Philosophy Training, and with more than 19 years of experience, Annalouise Kenny has run Skin Philosophy Training since 2011, delivering results-driven, clinically-backed treatments. Her international profile, gained from working across continents, has given her a unique edge in the industry. As Founder & CEO of Skin Philosophy Clinic and Skin Philosophy Training, she promotes safe cosmetic treatments and high-quality industry training. She provides strategic direction and growth for both companies. Supporting women in business is a key focus, as she aspires to nurture the next generation of female leaders. Her vision and passion for the aesthetics industry continues to push the boundaries of business.