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Top 10 tips for marketing your aesthetic business

If you’re thinking about making the leap and setting up in business for yourself, it’s important to consider how you can differentiate yourself from your competitors.

Here are 10 key steps that, if you do them well, will help your aesthetic business stand out from the crowd.

1. Optimise your website

Your website will often be the first point of contact prospective clients have with you. In this regard, it’s  your ‘shop window’, and a reflection of your business. Think about the impression you want people to have about your business. Distil it down to a few key adjectives that you’d like to define you – knowledgeable, competent, professional, friendly, helpful, etc – and make sure your website is all those things.  

2. Make the most of social media

Whether you’re a fan or not, Facebook, Twitter, Google+, YouTube, etc are great tools for building a personality for your brand. Posting regular and relevant content is great way to keep in contact with your clients, and encouraging them to share and interact with your posts is a great way to broaden your reach – and potentially find new clients.

3. List in directories

Well-written directory listings that really showcase your business, and make it easy for people to contact you, are a must. Make sure your business is listed in all the most important directories, including the generic (Yellow Pages, etc), but also any good industry-specific directories you can find.

4. Consider joint ventures

Think about which kinds of companies may be open to opportunities to work together, and make contact with them. For an aesthetic business, companies that work within the beauty industry but offer different treatments are a great place to start (nail bars, hairdressers, etc). Organising joint events or having reciprocal offers for your respective clients are two simple ideas you can both benefit from.

5. Create extra special offers

Everybody likes to feel they’re getting a good deal, but it’s easy for people to feel jaded by the same old 10% off deals. Create unique and irresistible promotions – perhaps taking the opportunity to introduce people to a treatment they haven’t had before – and market them wherever you can. 

6. Advertise wisely

Whether sticking to local printed publications or investing in online and other media, make your message count. People are bombarded by advertising all day, every day, so make yours memorable! Striking imagery goes a long way in print, so if you can afford to use a great designer it should be well worth the investment. Consider including a special offer code so you can track the advert’s success.

7. Encourage referrals

This is something that many of your less marketing-savvy competitors may not consider. Think of some great ways you can incentivise your happy clients so they have even more reason to recommend you to people they know. 

8. Use emails

Maintaining an up-to-date client mailing list is free, yet extremely valuable for your business. Sending out regular updates and offers by email (but not so often that people unsubscribe – around once every two weeks is a good guide) is a great way to stay in touch with your clients and let them know about any new treatments they may be interested in. 

9. Embrace blogging 

Posting weekly content on your own website not only lets Google know your site is being regularly updated, but also provides plenty more information to help the Google bots when it comes to ranking your site for relevant search terms. Blogs are a great way to easily add new content, and if you can, try and make yours so interesting that people feel compelled to share them!

10. Post in forums/information sites

Creating profiles and making regular useful contributions to aesthetic forums and information sites is a great way to build your credibility as an aesthetic professional, and boost the reputation of your aesthetic business.

 

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Posted on December 18, 2014 by: CosmeticCourses

3 great reasons for dentists to take a Botox training course

Are you a dentist looking for more from your career? Perhaps you’d like to continue using your practical skills and aesthetic eye, but in a new way – and increasing your income in the process?

At Cosmetic Courses, we’ve spent the last 12 years training dentists and other medical professionals to perform non-surgical aesthetic techniques. Some were looking to offer aesthetic treatments part-time alongside their existing practice, and others were looking for a complete career change.

If you are a dentist thinking about your next move, read on to find out what aesthetic training could do for you.

The top 3 ways a Botox training course could enhance your career

 1. You can offer Botox treatment as an additional service to your dental patients

Some dentists we train are looking to add Botox and dermal filler treatments around the mouth to their existing portfolio, so they can enhance the dental service they provide. Treatment to add volume to lips, improve nasiolabial folds and reduce marionette lines can be combined with dental treatment to give patients a more dramatic improvement to the entire mouth area. This is probably the ‘easiest win’ as it represents a brand new revenue stream from your existing client base.

 2. You can attract a whole new clientele looking purely for aesthetic treatments

Non-surgical procedures like Botox and dermal fillers can attract new patients who would not have come to your practice for dental treatment alone. These patients may come to you for aesthetic treatment in the first instance, and once they have built up a relationship with you, may also choose you for their dental treatment. Expanding your aesthetic repertoire further to include treatments that complement Botox and fillers, for example Dermaroller and Chemical Peels, will give your patients even more reasons to keep coming back to you. 

 3.  You can train up colleagues within your practice to perform the techniques

When you have completed your own Botox training course, you will be able to instruct your fellow dentists in the techniques. Lots of our dental delegates at Cosmetic Courses have gone on to train other dentists and hygienists within their practice in non-surgical treatments.

Having more colleagues trained in the techniques will not only increase your capacity to offer aesthetic treatments at your practice, it’ll give you the flexibility to go off and learn more aesthetic techniques while your colleagues ‘hold the fort’. You’ll also be better placed to respond to patient demand, adjusting the balance of your dental and aesthetic appointments to meet patients’ needs. If more people are looking for aesthetic treatments than dental appointments, you’ll be able to accommodate them – and crucially, have a constant revenue stream.

For more information on our Botox training courses, or any of our programme of aesthetic training courses, please contact the team on 01844 390110 or email ask@cosmeticcourses.co.uk.

 

 

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Posted on December 12, 2014 by: CosmeticCourses

Spotlight on Platelet Rich Plasma Therapy

Before it came to prominence as the ‘Vampire Facelift’, Platelet Rich Plasma Therapy (PRP Therapy) was quietly being used for other applications in general medicine.

The technique has historically been used for a surprising number of clinical treatments and surgical procedures. These have included treating problematic wounds and facial bone defects, as well as cosmetic surgery.

In its latest incarnation, as an increasingly popular non-surgical aesthetic treatment, Platelet Rich Plasma Therapy uses the regenerative properties of a patient’s blood plasma to induce skin rejuvenation. 

What does Platelet Rich Plasma Therapy involve?

The first part of the treatment involves taking a blood sample from a patient’s arm. This sample is then spun in a centrifuge to isolate the dense platelet-rich plasma that will form the basis of the treatment.

A numbing cream is liberally applied to the patient’s face, and the specially isolated plasma is injected into the face. This can be all over, or targeted at specific problem areas. After treatment, the patient’s skin may be slightly red, but this is usually all.

The reinjected platelets are rich in beneficial growth factors, which they release into the skin. This encourages the fibroblasts to produce more collagen and elastin over time, which helps to stimulate repair and regeneration of the skin.

After a course of Platelet Rich Plasma Therapy (three sessions is recommended), a patient’s skin will gradually begin to look more radiant and youthful as the treatment continues to work.

How about the side effects – are there any?

The beauty of PRP Therapy is that because it uses no synthetic products, just the patient’s own blood cells, it is extremely safe to administer. Most patients tolerate the treatment very well, with the overall risk of side effects such as bruising or swelling very low.  

The benefits of Platelet Rich Plasma Therapy for your practice 

PRP Therapy is a safe, effective rejuvenating treatment backed up by clinical data. Several studies, including one in the Annals of Dermatology in November 2011, have concluded that the treatment can activate fibroblasts and lead to new collagen formation.

It is a very low-cost treatment to perform once you’ve invested in a centrifuge, as it requires minimal supplies for each patient. A course of three PRP Therapy treatments is usually charged out at around £600, making it an extremely profitable addition to your practice.

Training in Platelet Rich Plasma Therapy can be completed in one day and costs only £295 + VAT. To find out more about adding PRP Therapy to your repertoire, please contact our team on 01844 390110 or email ask@cosmeticcourses.co.uk.

 

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Posted on December 2, 2014 by: CosmeticCourses

Want to pay less for non-surgical treatments? Model for us

Would you like to receive the highest quality non-surgical aesthetic treatments at a discounted price?

At Cosmetic Courses, we train medical professionals in a wide range of non-surgical treatments. In order for these doctors, dentists and nurses to learn the techniques, we require models who are happy to receive treatments in a training environment at very reduced rates. 

We’re always looking for reliable people to add to our model database. Would you like to join them?

Becoming a model

We recently added a Models section complete with online Model Registration Form to our revamped Cosmetic Courses website. Everyone who is interested in non-surgical treatments is welcome to apply by completing the form.

On the registration form, you can specify which non-surgical treatments you’d like to model for, and which centres you can travel to, and if chosen to attend a course you’ll receive your treatment for a very reduced fee. All treatments are performed in a clinical setting by medical professionals under expert supervision. 

What are the benefits?

Registering to become a model is completely free. As well as receiving a huge discount on a wide range of anti-ageing and rejuvenating non-surgical treatments, you can also benefit from flexible dates and times which often include last-minute appointments, and receive expert advice from our experienced trainers. 

How much does treatment cost?

You can typically expect to pay around 50% of the usual price for any treatment. 

Which non-surgical treatments are available?

We currently have the following treatments available: 

Where can I have treatment?

Treatments are available at each of our three training locations: Princes Risborough in Buckinghamshire, Alvechurch in Birmingham and Stalybridge in Manchester.

Who will perform my treatment?

Treatment will be performed by one of our medically qualified course delegates (doctor, dentist or nurse), under very close supervision by our expert trainers. Our courses take place in fully functioning clinical environments, so you can be completely confident you will receive the very safest treatment.

How many times can I be a model?

There are no limits to how many times you can model for us. Once we know you are reliable, we’ll be happy to contact you whenever we have a requirement.

If you’re interested in non-surgical treatments, and would like the highest quality treatment without paying a premium price, it’s well worth adding your name to our list of models.

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Upcoming Courses

We are currently looking for models for the following courses in Princes Risborough:

  • Friday 28th November – Lip fillers 
  • Wednesday 3rd December – Anti-wrinkle injections and facial fillers
  • Thursday 11th December – PRP Therapy
  • Friday 12th December – Dermaroller
  • Friday 12th December – Lip fillers
  • Saturday 13th December – Hyperhidrosis, cheek and lip fillers

If interested in any of these dates, please register your interest here. Alternatively, you can contact us on 01844 390110, email ask@cosmeticcourses.co.uk or get in touch via our Facebook page.

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Posted on November 26, 2014 by: CosmeticCourses

We’ve improved the Cosmetic Courses website for you

If you’ve visited the Cosmetic Courses homepage lately, you’ll notice it looks a little different. Our redesigned website was finally launched on Friday 7th November.

The new site launch is the culmination of many months of planning and good old-fashioned hard work by our team, so we hope you like it!

Our aim with the site was to provide you with easy access to useful information and resources to help you at every stage of your aesthetic career.  

What’s new?

Here’s a quick summary of the changes we’ve made:

a) Members Area

Our brand new Members Area is a private area accessible only to our delegates. It’s the new home for our downloadable support materials, which includes patient and treatment information, as well as handy template forms that are ready for you to print and use in your business.

There’s also a section with job listings for new delegates. We always say our relationship with our delegates doesn’t end when their training does. So we’ve included a jobs board to offer practical help for new delegates to kickstart their careers by landing their first role in aesthetics.

We’ve also created a new forum which will act as a community for our delegates, allowing you to network, exchange ideas, ask and offer advice, discuss business opportunities, and more. Because it’s new, there’s not much activity just yet – so feel free to go over and start the ball rolling!

Finally, a ‘My Account’ section allows you to view your recent orders, manage your shipping and billing addresses and edit your password and account details. 

b) New Downloads

To make it easier than ever to find out more about our courses, you can now download a Cosmetic Courses Brochure, as well as our individual Course Programmes, with a click of your mouse.

c) Models Section

One of the things that sets us apart from other training providers is our commitment to provide live models for all our courses. To help us maintain a great pool of reliable models, we decided to create a specific section where prospective models can find out more about us and our training. If they’re keen to go ahead, we’ve made it easy for them to register their interest with an online registration form.

d) Information on the National Cosmetic Network

The NCN websiteThe National Cosmetic Network (TheNCN.co.uk) is our sister website. We developed this clinic finder site to give all new delegates who have set up in business a way to let their prospective clients find them. Everyone who trains with us is entitled to a free 6-month listing on the NCN after completing their training. If you haven’t yet claimed your listing, see here for more information on how to get listed.

We’d welcome your feedback on the new site. You can let us know what you think by emailing ask@cosmeticcourses.co.uk, or leaving a comment on our Facebook page. 

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Posted on November 20, 2014 by: CosmeticCourses

See our latest articles in Aesthetics Journal

Our Clinical Director Adrian Richards recently joined the editorial board of Aesthetics Journal, the specialist monthly publication for medical aesthetics professionals.

As part of his work with the magazine, he’ll regularly be contributing expert articles on a variety of subjects. If you don’t subscribe to the magazine, or didn’t catch the latest couple of issues, you can read Adrian’s latest contributions here. 

 

Surgical or non-surgical article - Aesthetics Journal

>  Surgical or non-surgical: knowing when to use the knife

In this article, Adrian offers advice on the most appropriate treatments for each area of the face, based on what your patients are looking to achieve. He covers each area of the face in turn, from the forehead down to the neck, giving his thoughts on whether surgical or non-surgical treatments would produce the best aesthetic results. Click on the link above to read the full article.

 

Hyaluronidase article - Aesthetics Journal

Hyaluronidase 

Adrian wrote this article in collaboration with Cosmetic Courses trainer and Aurora Skin Clinics Clinical Lead Mel Recchia. They discuss two recent cases treated at Aurora. Both female patients had received dermal fillers to the upper face region at other clinics, and experienced significant late-onset peri-orbital swelling some time afterwards. Both were successfully treated with Hyaluronidase. The article looks at both the causes of Hyaluronic Acid dermal filler associated peri-orbital swelling, and its management. Click on the link above to read the full article.

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Are you a medical professional considering a move into the aesthetics industry? Or do you already have an aesthetic practice and would like to broaden your repertoire of treatments?

Cosmetic Courses offer a wide range of medical aesthetic training courses to help equip you with all the skills you need to build a successful aesthetic business. As the industry develops and new treatments become available, we are regularly adding new training courses to our programme.

Our newly launched Cosmetic Courses website includes plenty of support to help you carve out your new career, from podcasts and videos to downloadable materials and a jobs board.

For more information on any of our aesthetic training courses, our trainers or our training venues, please contact the team on 01844 390110 or email ask@cosmeticcourses.co.uk.

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Posted on November 12, 2014 by: CosmeticCourses

Project Dynamite set to explode dermal fillers industry?

We know we’ve missed a trick. By rights we should have written about PRP Therapy (a.k.a ‘Vampire Facelift’) last week, being Halloween and all.

But we’re not going to make the same mistake twice, and miss another opportunity to integrate our blog with something topical. 

So this week, with the sound of fireworks ringing in our ears, we’ve decided it’s a good time to talk about Allergen’s new initiative to change the public perception of dermal fillers. It’s Project Dynamite.

About Project Dynamite

Industry leader Allergan recently decided to explore the public’s attitude to dermal fillers. Broadly, the goal was to understand people’s motivations for seeking filler treatment, as well as the reservations they might have about fillers.

They conducted extensive research, speaking to 2,000 women of all ages to gauge their opinions about dermal fillers. The findings have now been circulated, and Allergan are convinced they will revolutionise the marketing efforts of clinics and practitioners when it comes to fillers. 

Here are the 3 most significant findings of their research, and what they could mean for you:

1. When women refer to filler treatment, the majority use “facial fillers” rather than “dermal fillers”

This is an interesting one, and the implications are simple. As medical professionals, we may be more inclined to refer to “dermal fillers”. But it’s important to speak the same language as your patients. When referring to the treatment on your website, brochure and any promotional materials, it is probably better to refer to the treatment as facial fillers if you don’t already. This will make your website more easily found, and your communications more relatable.

2. There’s a stigma attached to having fillers, mainly for two reasons – people are worried about them looking unnatural, and they don’t fully understand the treatment

It seems that many people need access to much more information about fillers. This represents a great opportunity for you. Fact sheets, Q&As, FAQs, videos, before and after photos, case studies, testimonials – all of these will mark you out as a great information resource. People are hungry for information on filler treatment, so use your website and social media channels to give them plenty of useful information and assuage their fears.

3. Women today feel more positive about ageing, and ageing well is more important than looking young 

Of the women Allergan spoke to, only 20% said they wanted to look five years younger. However, 41% said they wanted to look fresher and more radiant. This should be reflected in your marketing messages. Focusing more on the idea of fillers helping women look good for their age rather than looking younger will resonate more with your potential patients, and reflect the way they feel about themselves.

Cosmetic Courses are one of the UK’s most established training providers for medical professionals looking to enter the aesthetic industry. For more information on our dermal filler training, please contact us on 01844 390110 or email ask@cosmeticcourses.co.uk.

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Posted on November 7, 2014 by: CosmeticCourses

Adrian Richards interview – a chat about his new book ‘Key Notes on Plastic Surgery’

Anyone interested in better time management would do well to have a chat with Adrian Richards. As well as being a busy surgeon, aesthetic trainer, bass player, father of four, sometime marathon runner and Clinical Director of both Aurora Clinics and Cosmetic Courses, Adrian has also found time to write a book.

He has just finished the second edition of his best-selling textbook, ‘Key Notes on Plastic Surgery’, a concise reference guide for surgeons in training, along with co-author Hywel Dafydd. We sat down with Adrian for five minutes to talk about the book.

Hi Adrian, why did you write the first edition of Key Notes?

When I was doing my final exams in Plastic Surgery, I really felt a need for this type of book. As it didn’t exist, I decided to write it myself. I’m delighted that most Plastic Surgeons doing their final exams now have a copy with them.

How would you describe the style of the book?

George Orwell felt that sparse writing was the best. While I can’t claim to write like him, I tried to live by this principle – using the shortest word that would convey meaning and keeping the text and sentences as concise as possible.

Who do you think will read the book?

Anyone who buys it I suppose! But most people who have it are either junior Plastic Surgeons preparing for their major Plastic Surgery exam or experienced surgeons who want to keep up with the latest information.

Is Key Notes in Plastic Surgery suitable for members of the general public?

The book is quite technical but it’s designed to be easily understood. We’ve broken up the information using bullet points, so anyone with an interest in Plastic Surgery will be able to dip into it.

Why might a member of the general public read the book?

Perhaps if they were researching a particular aspect of Plastic Surgery the book might be a good reference for them.

Why have you published a second edition of Key Notes in Plastic Surgery?

The first edition was really popular but times and techniques change. Plastic Surgery is a rapidly evolving speciality and the book has been updated to reflect this.

What are the differences between the 1st and 2nd Editions?

The second edition is slightly longer and has many more diagrams to bring it to life and help the reader understand what is a very visual speciality.

Why have you recruited a co-author?

When I wrote the first edition back in 1999 I was a young Plastic Surgeon with an up-to-date knowledge of the breadth of Plastic Surgery. Like all Plastic Surgeons, I now focus on specific types of surgery. For this reason, Hywel Dafydd has been responsible for the majority of the updated content in the 2nd edition.

What is Mr Dafydd’s background?

Hywel reminds me of a younger version of myself. He has just passed his final Plastic Surgical exams and is travelling the world learning the latest Plastic Surgical techniques before starting his Consultant post in Swansea. Having studied for the exams for the last 3 years Hywel has an excellent and broad understanding of the current state of Plastic Surgery.

Will there be a 3rd edition of Key Notes?

I would like to see a new edition of Key Notes published every 10 years – ideally updated and improved by a new generation of Plastic Surgeons finishing their training and at their peak of understanding the wide scope of Plastic Surgery.

‘Key Notes on Plastic Surgery (Second Edition)’ is published on 21 November 2014 and available to pre-order now from all good book shops, including Amazon.

 

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Posted on November 7, 2014 by: CosmeticCourses

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