If you’re considering starting your own aesthetics business then it’s more than likely that you’ll be feeling a heady mix of nerves, excitement and worry.
Setting up your own business is one of the most rewarding yet stressful things you can do and, if you have spent your career in the NHS, it can extremely daunting.
There is so much to think about before you even start treating clients and your success will depend on much more than good fortune and exceptional customer care.
That’s why we’ve compiled our 6 steps to success to help you get adequately prepared for your new venture.
1. Get Qualified
As a healthcare professional you’re perfectly placed to transition into the aesthetics industry, even if you know nothing of the procedures involved, thanks to the variety of Botox and dermal filler training courses available.
Attaining a good level of knowledge and practical training in the safe administration of treatments such as Botulinum toxin and dermal fillers ensures you can maintain professional standards and deliver an exceptional level of care to your patients.
You’ll be able to access aesthetics training no matter what level you’re at, from complete beginner to more experienced. And remember that it’s always worth checking out just how much hands on training you will receive on the course and whether you will have to provide your own model.
Also check if the academy offers any ongoing support or mentorship, this can be a tremendous help and a source of invaluable support and guidance throughout your new career.
2. Determine Your Target Client
Spending time working out who your dream client is, is the next most important step.
Do you want to attract the more exclusive, society set with money to burn and lots of connections or is your passion making aesthetics accessible for everyone so want to aim at the more everyday client?
There’s no right and wrong answer here, you need to make the decision based on who you are and where you want to be in the industry.
Do you want to work from your own practice, with a rented seat in a clinic or salon or will you be mobile or working from home?
All of these questions will help you decide who you will be marketing to, where you’ll do your marketing, who your potential clients are and will also guide you when it comes to how you charge.
3. Set Your Pricing
Once you have worked out who your target clients are, you’re ready to start thinking of how much you want to charge.
Do your market research and remember to work out how much the procedure will cost you in terms of the aesthetic product and kit, your time and your travel – if you’re mobile. If you’ll be practice or salon based, then factor in your overheads such as rent and utilities.
While your price is important, try not to make the price your main selling point.
You want a loyal client base who will keep coming back and refer their friends because of the quality of your products and the level of care you deliver, not because you’re the cheapest.
Concentrate on adding value for your patients, give them a great experience and deliver consistently outstanding results and they will feel you are well worth the money they paid.
4. Build Your Business
You know your client base, you’re fully trained and know what you want to charge; congratulations!
Now the hard work really begins…here in the UK, it is advised that you register as self-employed and gain appropriate insurance, sufficient for your needs and practice.
There are a number of insurance providers, such as Hamilton Fraser and Enhance Insurance, who offer cover specifically for the aesthetics industry.
You can also register as a Limited Company and we highly advise you speak to your fellow industry practitioners as well as an accountant to work out which would be best for you and your situation.
Depending on how you’ll run your business (mobile or clinic based) will determine the equipment, supplies and consumables that you’ll need to run your aesthetics business.
Make sure you conduct thorough research into the aesthetic products available on the market, though you should also gain an insight into this within your foundation training via supplied industry insights and direct practice using the products.
Next up is ensuring you have a reliable booking system, payment system, terms and conditions and the ability to collate and store necessary patient data, whilst adhering to GDPR.
It will also be imperative to have the correct documentation so you can carry deliver a safe service to each of your patients – this portfolio should include comprehensive consenting protocol, consultation documents, treatment forms, and aftercare advice.
5. Brand Awareness
All the building blocks for your new Botox and filler business are in place so it’s time to get your name out there and start earning money and building your reputation.
We’ll cover more on how to successfully market your aesthetic business in our next blog but for now focus on the look of your business – the importance of having a clear brand that reflects your target market and embraces your values can’t be underestimated.
When considering branding, think about the feel and atmosphere you want for your aesthetics space. Or if you will be a mobile aesthetics practitioner then what about a branded vehicle, uniforms and sales literature such as business cards, appointments cards and a website – along with your social media channels of course!
Social proofing is everything, and your potential patients will check out every one of your digital platforms before they decide to enquire with you.
Simply having social media accounts isn’t enough – you need to be informative, responsive and engaged on all your active platforms will help people to build trust.
Ensure you also remain up to date with the CAP Code and ASA regulations surrounding advertisement and promotion of your aesthetic services.
Your clients are also a great source of more work; not just in terms of their repeat business but by telling their friends and family about you and leaving you reviews. Nothing is more powerful than word of mouth advertising!
If you have a particular area of expertise, then seek out opportunities to submit articles or research papers on your chosen subject to industry publications, given time this will help position as a thought leader within the aesthetics industry.
6. Personal & Professional Development
Your foundation level training will give you a solid base from where you can start and develop your own Botox and dermal filler business.
In order to grow your client base and increase your turnover you will need to keep learning, keep developing, keep showcasing your work and keep on growing the number of aesthetic treatments you offer.
Advanced training for aesthetics will give you a greater depth of understanding of a wider range of treatments, and there are also a number of specialist classes for specific skill areas if you have a particular treatment or technique you wish to improve on such as cannula work.
Many available courses are CPD certified which means they can count towards your evidence of continued professional development.
If you’re unsure which area you would like to move into then a simple (and free) way to do some market research is to ask your existing client base. Doing this will not only give you the confidence that the need is there but also gives you an element of assurance that you will have the clients needed to make the new services successful – helping offset the training costs.
The aesthetics industry is a very rewarding and lucrative one and, hopefully, armed with this knowledge, you’ll be ready to take the first step towards self-employment and a new future.
To learn more about how the Dr Hennessy Academy can help you on your journey, please don’t hesitate to get in touch.