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Botox Training Marketing | What to do after your course

How To Market Your New Medical Aesthetics Business | Botox Training Marketing

After you complete your botox training or dermal filler course, you will naturally be raring to go and get started with setting up your own medical aesthetics business. However, one of the main hurdles to jump over in making a success of your medical aesthetic business is the way in which you market yourself. In this Blog, Cosmetic Courses share some Tips for Botox Training Marketing:

1. Print Advertising

Most new aesthetic practitioners initially start with print advertising (local newspapers, fliers, maybe even cheaper local glossy magazines). Whilst this approach may work for some people, it is quite an outdated method of medical aesthetics marketing and can prove very expensive if not approached smartly and monitored carefully. Traditional print advertising essentially falls into ‘local’ and ‘nationwide’ audiences but the average start-up business will be aiming at the local publications to begin with. Even here, where the advertising costs are cheaper, our advice is that there is always room for negotiation: do not take the advertising cost quoted in the publication or by the sales rep. as gospel – be prepared to haggle, stand your ground and you will find that you can get a real bargain (especially just before print closes). Research your desired client’s demographic very carefully and make sure that the publications you are advertising in really are aimed at them or the response could be poor / made up of timewasters. Always ask the readership of the publication to see how many people it actually goes out to (some which seem like a great offer actually have a tiny readership so your chances of getting much work from them are slim). And check out the legal implications before handing out fliers – at local events, for example, you may need to get permission from your local authority (and are very unlikely to be able to specifically advertise medical aesthetic treatments, so be careful not to violate any trading standards!)

2. Online Advertising

Much more of-the-moment and with (potentially) the ability to reach a far bigger audience at once, online advertising for medical aesthetics has become increasingly popular with aesthetic practitioners. You can set up a free medical aesthetics website relatively easily these days if you are fairly tech-savvy, or for a small price if you need to get help. However: please do be warned that this is just the start of the process. There are hundreds upon hundreds of websites out there advertising medical aesthetic services…the challenge is to get yours indexed and found by anyone searching on the big search engines (Google, Yahoo, Bing etc.) This is a process known as SEO and involves clever use of keywords (the most commonly used words related to your industry that potential customers are searching at any given time), regularly creating and updating content (information, photos, blogs, maybe videos and social media usage linked to your site can really help you get increased rank and visibility quicker too). If all this sounds like complete gobbledygook to you then chances are that you may have a bit of learning to do before you embrace this form of marketing, or you might need to employ someone to help. This is, of course, a Catch 22 as you need to be earning before you can start employing! Do not be put off, though – there are abundant sources of helpful information about SEO and optimizing your site for the search engines…particularly good ones are SEOmoz and Mashable. If you just want to advertise without getting too involved with any of that nitty-gritty stuff, online sites like Gumtree provide quick and easy access to large numbers of potential clients and have options ranging from completely free – approximately £49 per week depending upon your region and the level of visibility that you want for your advert.

3. Word of Mouth

It may be horribly boring, but building up a great reputation via word-of-mouth really is a great way to build yourself a client base. The trouble is that it’s a slower approach than most medical aesthetics practitioners like. Start off with friends, family…anybody who would like botox and dermal filler treatments from you. Encourage them to spread the word. Perhaps offer a ‘refer a friend’ scheme where for each entirely new client who refers a friend, they get a small discount off their next treatment. If you have Social Media pages like Facebook and LinkedIn, encourage clients to leave reviews / endorsements. Try to form a link with an established business, perhaps, like a hair salon or existing medical aesthetics clinic (at least initially). Even if you ideally hope to be independent or freelance, this could be a good stepping stone to get reviews, spread the word about your new talents, link-build and hopefully create a client base. Whilst we never advocate stealing clients from another business (this is simply dishonest and poor practice), the networking that you do whilst working alongside others can help you greatly when you branch off alone.

Final Words of Wisdom for Botox Training Marketing

  • Whatever your method of marketing, always remember to ask “Where did you find us / hear about us?” It is vital that you do this consistently or your marketing efforts are wasted because you have no idea what is bringing clients in and what is not, so you could be spending money on completely the wrong types of marketing.
  • Get into the habit of taking down contact details from every enquirer, whether they book or not. These will form the basis of your ‘marketing database’ – a list of emails, addresses and phone numbers that you can use to sell to in the future on an ongoing basis. Remember that once you have these and as you add to the list, you have a responsibility under Data Protection to look after these details, not to spam them with constant heavy sales pitches and to always give them the option to ‘opt out’ of future promotions.
  • Remember that saying the words ‘Botox’ or ‘Botulinum Toxin’ in a sales-orientated manner violates MHRA standards. So always be careful to use alternatives like ‘wrinkle-reducing treatment’ or ‘anti-ageing injections’ instead!
  • Words are everything – keep track of the language you are using, split test and be prepared to vary it. If something isn’t bringing in clients, change it and try saying it in a different way.

We hope this Botox Training Marketing Blog has been helpful. Cosmetic Courses are market leaders in both Cosmetic Training Courses for medical professionals and providing medical aesthetic marketing advice. If you would like more information about training with us, Book Online now or call our friendly team on 0845 230 4110.

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How do Muscles Cause Wrinkles and Frown Lines?

There is a one vertical Procerus muscle and two Corrugator muscles that cause wrinkles and frowning in the area between the eyebrows.

The frotanus muscle runs upwards from the bridge of the nose and inserts into the skin.

Muscle fibres run upwards along the muscle and, when they contract, this produces shortening of the muscle and a cross line transverse (horizontal line at the upper bridge of the nose).

The Corrugate muscles run upwards and sideways from the bone in the frown area to the skin above the inner aspect of the eyebrow.

When these muscles contract they pull the eyebrows inwards, downwards and cause either vertical or slightly slanted lines on either side of the frown areas.

The muscles run in different directions and therefore the contractions cause lines in different orientation. It is important to know which muscle is responsible for which line when treating the frown area with Botox in order to correctly target the right muscle. In future blog posts we’ll talk about variation in muscles between other people and tell-tale signs if someone has had Botox Therapy.

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Pain Relief & Dermal Fillers

Pain relief using local anaesthetic for dermal filler injections

Dermal filler injections are more uncomfortable for the patient than other treatments such as BOTOX® treatment.

This depends on the area treated, with the lips in particular being very uncomfortable because of their denser nerve endings in this area. Many patients are deterred from having dermal filler injections into their lips because of the discomfort of the procedure.

Traditionally, practitioners have used dental blocks blocking the infra-orbital and mental nerves in a similar fashion to that used for the dentist for dental treatment.

While this type of local anaesthetic is very effective at reducing discomfort from the lips during injections, making it almost completely pain free, it has the disadvantage that the local anaesthetic can also affect the muscle tone of the lips.
By reducing the muscle tone they decrease your patient’s ability to contract the muscle and produce the lines which you aim to treat.

At Cosmetic Courses we always advise our trainees to first of all mark the lines they wish to treat prior to inserting the dental blocks so that the landmarks are retained.

Although the marking technique does give indication as to the areas that require volume adjustment, due to a decreased subcutaneous tissue it is not as accurate as seeing the areas for yourself with the muscles contracted which is often not possible with dental blocks.

Whilst EMLA and other topical anaesthetics such as Ametop offer some pain relief this is not complete and, even if these are used, dermal fillers are uncomfortable.

With Juvederm®, the Allergan company introduced a product with local anaesthetic combined with the hyaluronic acid.
This has significant advantages in that, although the first injection is of normal tenderness, the local anaesthetic does permeate through the area and each subsequent injection becomes less painful.

We have found that, if dermal fillers which contain lignocaine are used correctly, the discomfort from dermal filler injections (even in the lips) is significantly reduced and is very tolerable for most of our patients.

Our current preference is to use a dermal filler containing local anaesthetics in the peri-oral area as this has the dual advantage of producing good pain relief for the patient and also preserving the muscle activity allowing you to accurately place the dermal fillers in the correct position.

If you would like to know more about these techniques with dermal fillers to reduce the discomfort for your patients please contact the Cosmetic Courses office on 08452 304 110 or via email at [email protected] to discuss your training needs.

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Entering the Medical Aesthetic Industry: Be Realistic, not Pessimistic!

Be Realistic…but Stay Positive: You Can Do It!

There has been a trend recently to draw awareness to the fact that entering the Aesthetic Industry is not always plain sailing.

Quite rightly, skeptics have stressed the perils of skipping blindly away from your day job (which may have its downsides but nonetheless pays the bills, right?) after promises of reduced working hours, more input and creative freedom…not to mention money, money, money.

So, What Does it Take?

Let’s be sensible here: Everything in life, particularly with an economy like ours in the UK today, is what you make of it. As Elton John penned in “The Circle of Life”: Some will fall by the wayside, others will shoot to the stars. But a great deal in this industry comes down to:

a)having the required skillset to begin with. This is why the best training providers will, like Cosmetic Courses, only take on medical professionals. We talk about Insurance but this is a very real issue: if you can’t get insured after your training, you won’t get work, therefore it simply would not be fair for us to train you under false pretences. Also, we have found that professionals from roles like Nurses, Doctors and Dentists already have a high number of the skills required to make it in this sector. For more information on this, take a look at our brand new Transferable Skills pages for Doctors, Nurses and Dentists.

b)Ability to network. This is partially being in the right place at the right time, but largely putting yourself out there and making contacts, getting to know others within the industry who can recommend products and techniques, introduce clients…and possibly even provide jobs or partnerships! Self-promotion is absolutely vital so you do need a strong backbone and a creative streak (which of course you have already to be considering Aesthetics!). With online resources like Linked-In, Gumtree, Facebook and regular conferences to attend…the medical aesthetic world really is your oyster.

Market Yourself

To illustrate this point further, here is a real recent enquiry from a Delegate. This both shows the need to be realistic about the industry you are considering going into, and the things that can be done to ensure you give yourself the best chance possible:

Question:
Dear Cosmetic Courses,

I took a medical aesthetic training course in April 2010, and have yet to get my first client! I work full time, as a Practice Nurse, and realise I  may not have promoted myself enough. I have advertised myself in a local dentists, and beauty salon.

Answer from Libby Stewart, Cosmetic Courses Aesthetic RGN:

It can be difficult to get going with your practice.
You could consider holding an open evening at a salon or practice to inform potential patients of what treatments you can offer and how the treatments may work for them. People seem to need more than an advertisement to encourage them. Patients who are regulars to procedures are usually happy to stay with their existing practitioner unless something interests them to leave eg. your prices or they just like you better. Patients who are new to treatment and just considering it need a lot of encouragement and benefit from a good consultation so that you can establish a relationship with them.
Yes, the insurance has to be paid once you commence treatments but most of the companies allow for monthly payments that you can cancel at any time should you find this is not the right field for you. Remember that what initially looks like quite a mark up on product cost can seem less of a profit when you take purchase of product and consumables, paying yourself an houly rate, any rent or commission that you pay to a third party and insurance and training costs incurred by you into consideration. So the price you charge for your treatments should reflect all of these to make sure you still make a profit!

Cosmetic Courses are always on hand and happy to offer advice if you are Entering the Aesthetic Industry or about your Business and Marketing Strategy. 24 hour Advice is available through our Telephone Line, 01844 390110…simply leave your question and we will get in touch very quickly!

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Non-surgical & Surgical Procedures: Producing a harmonious youthful appearance to the face

The main factors that age the skin are sun damage, active lines (wrinkles), gravitational change from ageing and volume loss.

Each of these should be treated independently to produce a harmonious youthful appearance to the face.

Prevention is always better than cure and preventing sun damage is very important as this will maintain the quality of the skin. So make sure you tell all your clients to invest in a top Suncream like the Heliocare range…there’s no point paying out for regular Botox or Dermal Filler treatments, only to go and burn their skin causing sun spots, collagen loss and skin cancers!

Botox treatment is best used when active lines are beginning to form in the forehead crows feet and frown areas, normally at the age of mid 30’s. Botox is not so effective once the lines are actually formed.

Vaughn Changes can be treated with Dermafillers from mid 30’s when volume loss starts to appear.

If the volume loss is treated directly as it occurs much less dermal fillers are required than treating well established lines and a more natural look can be achieved.

Regarding ageing changes,  when these become too extreme for non-surgical treatment, these can be treated with surgery and in our opinion surgery should be reserved for most people from the age of 45 onwards. This is when the main gravitational changes to the face seem to occur and ,similarly, with dermal fillers small procedures preformed slightly more frequently give the best results to produce a natural harmonious appearance without dramatic changes to your client’s face.

Complimentary surgeries for people over the age of 45 include a MACS facelift (short scar facelift) to just elevate the cheeks and neck area in a natural fashion with minimal scarring.

Eyelid surgeries are very dependent on the appearance of eyelids: heavy upper eyelids can be treated anytime and produce a revitalized appearance to the eyes in a subtle fashion. Lower Eyelid surgery likewise can be very effective.

Overall if all 4 elements of facial changing / ageing are assessed separately and treated appropriately, facial ageing can be slowed and clients can achieve a very natural appearance rather than some of appearances we’ve seen from very un natural stretched facelift surgeries.

The overall message is prevention is better than cure and earlier treatment is better than late  treatment.

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