Here are useful links to the free digital marketing resources referred to by Ewan Colville of Sunstone Digital Instagram LIVE chats with Adrian Richards on Instagram.

Starting with links to apply for Google’s and Facebook’s small business grant schemes:

There’s also a ton of links to more free resources in Ewan’s article at this link While the article is intended for tourism businesses, points 4-10 are relevant for any small business.


Ewan mentioned Hotjar (here’s the link) which is an excellent website performance tool. Its’ basic model, likely all you’ll need, is free. Just create an account, install the hubspot code on your site and it’ll start creating heatmaps of your key webpages. You can also use Hubspot to playback recordings of sessions on your site (showing in real-time where people move their cursor and click) and create mini-surveys that pop-up on your site.

When it comes to local SEO, Google My Business is vital to have properly set-up and optimised. Here’s a great local SEO ‘how-to’ from Joshua Hardwick of AHREFS (at this link), which is packed with actionable tips and includes a step-by-step Google My Business set-up.

Ewan mentioned a tip to create a one-click link for inviting five-star reviews on your Google My Business. It uses your Google map ID, which is something you get when your Google My Business is verified. All you need do is generate the url link (see below) and email it to your customers asking them to be kind enough and leave a review on Google for your business. OK, two links to accomplish this task:


  • Boosted Posts; A starting point for facebook advertising is to loop back and analyse the effectiveness of your post reach, i.e. organic (regular) posts on your business facebook
    • Using facebook insights, you’ll understand better what % of your facebook followers your posts reach on average (industry averages are between 20-35%)
    • Use the Instagram insights tool via the Instagram app to see how effective your IG posts are
    • With this knowledge you can make better decisions about boosting posts, which is a jumping-off point for facebook advertising
    • If you’ve created a post with an offer (or one that’s just a great piece of content) and its likely to reach 25% of your FB or IG followers, then it’s a no-brainer to boost to ALL your FB and IG followers. This might only require a boosted post budget of £35
    • And you can boost a post easily from your facebook page without getting too immersed in the Ad Manager tool
  • Using the Facebook Ad Manager tool you can advance to more sophisticated campaign tactics:
    • Create prospecting audiences local to your clinic and who match the profile of your regular or desired customer type. Get as granular as you want to with audiences, but watch the estimated reach facebook shows for the campaign. You don’t want audiences too small (<2,000) and nor do you want them massive. For a local clinic, a rough gauge would be circa 10K in a local audience
    • Use the ad managers geo-targeting to precision target postcodes or outlying commuter towns – or to simply target a close radius around your clinic. Common sense and local knowledge will get you through this
    • Create a retargeting audience of people visiting your site (this requires you dropping your facebook ad account pixel onto your website – best get your developer to help)
    • Create a Look-a-like audience of local people who match the same characteristics as people visiting your site
    • Video content (in a video ad) will drive engagement fivefold, but follow the golden rules for social video:
      • Keep it short (30-60s)
      • Shoot vertical (or square)
      • Clinics should avoid showing needles or blood
      • Use captions (you need a video edit tool for that)
  • For the current COVID-19 business interruption, you might consider a brand awareness campaign (this is a campaign objective you can select in ad manager) with the call-to-action to follow your clinic on facebook and/or Instagram (or visit your site). Here you would target new prospects in your clinic’s vicinity
  • Facebook’s BluePrint Academy is free and has multiple online modules to get your facebook ad skills up to scratch. There are 75+ modules, but don’t be intimidated. There are a few beginners modules that walk you through the basics. Each module is maybe 60mins to complete and you get a certificate for each one you pass. Here’s a link

If you have questions, Ewan will try to answer them. You can contact him at [email protected]

You may have noticed we have had a few changes on our website, with the changes we thought it may be beneficial to post a blog on our top tips on creating or updating a new website for your clinic!

  1. Know what you want – first things first, decide the look, feel and purpose of the website. What do you want to get out of it? What websites do you like the look of already? The more research you can gain the better.
  2. Picking the right developer – unless you are fluent in coding, hosting and development of a website, it may be best to hire a website developer. These can be from an agency or freelancers and will help you in setting it up and ensuring its runs fluently. It’s important to look at the work the website developer has done beforehand, for example if you are looking at building a new clinic website and they have made them before, perfect!
  3. Choose a Content Management System (CMS) you can understand – when the website is being built it will be built on what is called a Content Management System (CMS). This is where you will upload images, text, forms etc. If you want to be able to add your own updates onto the sites, its important you understand how this works. By choosing an easier format this can save time and ensure the site is always looking professional. Platforms such as WordPress, Joomla and Serendipty are all effective yet easy platforms to get your head around.
  4. SEO (Search Engine Optimisation)– a term used widely in marketing but should also be kept on the radar regardless of your department, especially if you are providing content for the site. SEO short for Search Engine Optimization is achieved by using keywords relating to your business to get views on your site, which should result in sales! SEO is a vast subject but it’s important you understand this to ensure it is being used throughout your site to keep it relevant and ranking well. Your website developer or outsourced SEO agencies can help along with lots of online blogs on how to optimize your site, examples include MOZ, Google Garage and Yoast.
  5. 6 Top Tips for Creating a Clinic Website - cosmetic coursesMobile Friendly – more than half of websites are visited using a mobile, its important to make sure your website can be used on all platforms effectively and efficiently.
  6. Measure – once your site is up and running you need to measure it. By creating weekly and monthly reports using analytic systems such as Google Analytics and SEMrush you can monitor just how well your site is doing, how many people are viewing it, how fast its working, any broken images, what pages are doing well and what pages aren’t. From this you can continually improve your site to get the best out of it!

Websites aren’t made overnight, they need constant work. With the digital world we now live in having a website is important for any business who wish to raise their company awareness and strengthen their online presence. Starting of with the basics and working with people who can help develop your site whilst sharing your vision are key in ensuring a successful site.

The consultation is an incredibly important part of your work. This is where you meet potential patients, find out their needs and begin a treatment plan. There is a lot that must be addressed with a consultation to ensure both patient and practitioner are confident to start their journey together. 

Nowadays anybody, anywhere can access aesthetic treatments. Uninformed decisions can leave patients damaging their bodies whilst trying to conform with celebrity standards. As a practitioner in this area it is your duty to assess each patient as an individual, help them to make informed decisions and be aware that sometimes you need to say the word “no”. You will also need to be able to suggest other treatments which may be more suitable for your patient or even refer to independent specialists.

Nuffield Council on Biothetics Report

Within recent weeks we saw Nuffield Council on Biothetics released a report on “Cosmetic Procedures: Ethical Issues”. A report which we encourage all of our delegates to read. Within this report they address the factors which an individual may make whilst deciding to have treatment. From social media “likes” to virtual reality apps, aesthetic treatments are more apparent now than they ever have been. Valid points are made throughout the report and practitioners are encouraged to open their eyes wider to the reasons people may be coming to them for treatment. In conjunction with our online training module specifically made for consultation advice and guidelines, we support all topics raised and have pin pointed 5 steps to ensure you and your patient get the best out of a consultation.

5 steps for a perfect consultation:

  1. Consent & safety: 

In order for your patient to give consent to any treatment they must make a voluntary, informed decision supported by their own capacity. This is a must as nothing can be done until consent has been agreed. Patients have the right to withdraw their consent at any time and the same goes for a practitioner refusing consent.

  1. Capability & limitations:

Work within your skills and knowledge. Resist feeling pressured by peers or patients to deviate far outside of your comfort zone. We are all bound by our professional bodies conduct and should abide by these within our practice. Feel confident in your practice as your name and reputation are based on the outcome of the treatment.

  1. Psychological: 

As a practitioner you need to have a clear understanding as to why your patient is considering aesthetic treatments. It is important that you listen to their concerns and are aware of the outcome they are hoping to achieve. Assess the situation. What is their reason for treatment? Are they making this decision due to peer pressure or a possible psychological reason? Do they have realistic expectations and do you feel you are the right practitioner for them?  You must conduct a duty of care to your patients and to refuse treatment where you see best.

  1. Communication: 

The goal is to make your patient understand everything about the decision and treatment even if it is a refusal to do it. You must spend time talking through every step of the process including the treatment process, aftercare, possible complications and include previous before and after photos where you can. The greater knowledge and understanding of the procedure your patient has, the more informed decision they will make. This will also help to prevent post-procedure regret.

  1. Do not rush: 

We advise that you do not rush into treatment and allow both yourself and the patient time to consider the treatment. We also recommend that for continuity of care your patient should see the same practitioner throughout the process. This will help build a strong patient and practitioner relationship and will also help to avoid any potential pitfalls.

Cosmetic Courses Online Training Academy

Why enrol to Cosmetic Courses Online Academy?

  • Learn key areas of aesthetic medicine including pharmacology, anatomy, consultation skills, managing possible complications and much more
  • You can complete the course anywhere in your own time
  • You can regularly refer back to specific modules when needed
  • Built on the philosophy of blended learning, the courses are created to keep the interest of the delegate and meet all learning needs
  • There are games and quizzes throughout the modules to test your knowledge and an end of course test to show successful completion
  • The unique “Contact your Mentor” feature gives you access to our team for advice and help
  • 8 modules including a short course introduction into Botox & dermal fillers
  • Level 7 online training modules included within the academy


Find out more about our online training academy by clicking here or speak to a member of our friendly team on 01844 390110 or [email protected] 



This video is a trailer to the interview we took of Ron Myers (Director of the Consulting Room)  and Adrian Richards (Surgical Director of Aurora Clinics, and Founder of Cosmetic Courses). In this short video Consultant plastic Surgeon and Medical Director of  Cosmetic Courses Mr Richards briefly highlights the topics discussed during the interview;

Part 1 – The Keogh Report

Part 2 – Dermal Filler Regulations

Part 3 – PIP Implants

Part 4 – Counterfeit Toxins part 1

Part 5 – Counterfeit Toxins part 2

Part 6 – Hard selling

We took a breather after this topic, so for now this is all you’re getting but don’t worry, there is plenty more still to come. The subject of internet marketing, SEO, PPC and finances within your business along with plenty of other topics and discussions.

To keep up with Cosmetic Courses don’t forget to check out our FacebookTwitter and YouTube

For more information or if you have any queries please don’t hesitate to contact the team on 01844 390110 or send us an email at [email protected]

This is part 1 of the interview we took of Adrian Richards (Surgical Director of Aurora Clinics, and Founder of Cosmetic Courses) and Ron Myers (Director of the Consulting Room). In this short video we see Consultant Plastic Surgeon Adrian Richards and Director of the Consulting Room Ron Myers discussing the Keogh Report in the first of a series of six topics discussed.

We see Adrian and Ron discuss the findings from the interim report as well as their predictions on the final report on the issues of regulations surrounding non-surgical procedures.

Also in the series you can see:

Part 2 – Dermal Filler Regulations

Part 3 – PIP Implants

Part 4 – Counterfeit Toxins part 1

Part 5 – Counterfeit Toxins part 2

Part 6 – Hard selling

To keep up with Cosmetic Courses don’t forget to check out our Facebook, Twitter and YouTube

For more information or if you have any queries please don’t hesitate to contact the team on 01844 390110 or send us an email at [email protected]

Back to videos

Cosmetic Courses’ Business, Marketing, Managing Complications seminar took place on 19th October 2012 at the Cosmetic Courses training centre in Princes Risborough, Buckinghamshire. For full details of the range of cosmetic training courses we offer please visit our website: Cosmetic Courses, led by Mr Adrian Richards, Consultant Plastic Surgeon, is one of the most established aesthetic training centres in the UK with over 10 years of specialist teaching experience.

The day covered key topics such as planning for a successful business, online and offline marketing, how to build and retain a loyal client base and managing Botulinum Toxin and Dermal Filler complications including swellings, necrosis and granulomas. Each section was led by industry experts – Tony Hobbs, a local leading accountant; Ron Myers, an award-winning Business Consultant; and Libby Stewart, Cosmetic Courses’ esteemed Aesthetic Trainer. With a combined wealth of experience our speakers were able to deliver valuable information on each topic, enabling our delegates to feel confident in growing their own aesthetic clinic.

Whether you are looking to expand your business or are new to the industry, the Business, Marketing and Managing Complications course offers plenty of advice to suit your individual requirements. Our next scheduled date for this course is 22nd February 2013. Cosmetic Courses also offers training in Botulinum Toxin, Dermal Fillers, Chemical Peels, Medical Microdermabrasion and Dermaroller, ranging from foundation to advanced levels. These courses can accommodate small groups or can be arranged on a bespoke one-to one-basis and are open for medical professionals both in the UK and overseas.

For further information please visit our website:, call: 01844 390110 or email: [email protected] For the latest updates and news from Cosmetic Courses like us on Facebook: Or follow us on Twitter: @Cosmeticcourses


The latest Cosmetic Courses podcast is now available to listen to.

In the 13th episode, Adrian Richards talks to Ron Myers about Remote prescribing.

The issue of remote prescribing has been much in the news recently- with both sides of the argument being well represented.

Some believe that it is sufficient for a doctor or dentist to discuss individual cases with nurse practitioners and prescribe accordingly.  Others argue that the doctor should physically see and assess each patient.

Ron Myers from the consulting rooms discusses the following issues in the podcast:

  • The current legislation on Remote prescribing
  • How the governing bodies view Remote prescribing
  • How and when the issue is likely to resolve itself
  • His advice to Nurses using remote prescribing services.
Ravi Jain is well known in the UK aesthetics industry and the owner of the Riverbanks Clinic which won the prestigous clinic of the year award in 2009.

In this interview Ravi discusses:

  • His reasons for changing his career path from a GP to a full time Aesthetic practitioner
  • His advice on how to set up a successful clinic
  • Tips on how to survive the recession
  • His thoughts on how to constantly improve quality within your practice