November 2018 - Kendrick PR
November 27, 2018

The Key to Conversions

The majority of aesthetic businesses, be it clinics, suppliers, manufacturers or private doctors, know exactly how important lead generation is to survival in our increasingly competitive industry. Without an effective method of lead generation, you’re missing out on valuable opportunities to grow and expand your business.

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However, many companies that utilise even the most advanced lead generation system often fall short when it comes to following up their leads in order to convert them to tangible conversions. Without a proper system in place to follow up leads, you’ll be left unable to successfully and consistently convert interest into clients. Luckily, I’m here to share my top tips when it comes to cultivating your conversion strategy and help you maximise your potential.

Don’t Delay

We know just how hectic working days can be for those in the aesthetics industry, so it may be tempting to group leads into one task to follow up on in bulk when you have the extra time. Whilst this might be a convenient method for you, it can be detrimental when it comes to actually achieving conversions. All studies show that the most successful lead conversion practices involve follow-up less than 24 hours after initial contact. Any longer, and you risk your lead losing interest, or worse- falling into the arms of your main competitor. By following up all leads as swiftly as possible, you are keeping yourself, and your business, firmly at the forefront of the minds of the leads.

Keep It Simple

When reaching out to potential leads, it’s tempting to provide all information you think they may want to know in order to drive a conversion within the least amount of time. However, this can be pointless overall, and only result in your lead losing interest when faced with a wall of information that may not be relevant to their needs. Instead of seeing each interaction as a business transaction, entering the conversation with the goal of making a sale, instead approach with the aim of starting a conversation. Keep it brief, simple, and straightforward, working towards cultivating a relationship rather than launching into a sales pitch. Keeping it short and sweet is a proven tactic for success.

Focus on the Client

It may take more time, but potential leads are more likely to respond positively when they feel valued, so often, it will pay off if you take the time to personalise your follow up. Don’t forget, it’s likely leads will be also bombarded with attention from your competitors, so ditching the one-size-fits-all response in favour of something that feels more genuine, with a personal touch, may be the difference to making your business stand out from the crowd and contribute towards building a solid client relationship. Try engaging leads with a question crafted specifically for them to start a conversation, and watch the sales roll in.

Take the Lead

If your follow up goes well, you will, with any luck, find yourself arranging a time to speak, either on the phone or in person, in order to further the process. However take care if your efforts to avoid being ‘pushy’ mean that you end up being vague about a specific day or time to get to the next step. You want the timing to suit you / the clinic availability so do take take the reins and suggest a specific time to reconvene, as this has a far higher rate of success. It provides leads with something concrete they’re obliged to reply to, rather than the option to use vague timings to drop or ignore the conversation.

Finding a lead conversion strategy that works for you is highly personal to each and every business, and it may take some trial and error to figure out what best works for you. However, try integrating my tips into your strategy and notice how even the smallest changes can make a difference.

For more information, please do get in touch.

November 12, 2018

The Growth of The Aesthetics Industry

There’s no denying that the aesthetics industry has grown exponentially over the last few years. Non-surgical treatments are more popular than ever before – and this shows no sign of slowing down! Technological advancement is allowing for increasingly innovative treatments to burst onto the mainstream aesthetics market, and the industry as a whole is projected to be worth a whopping $13.29 billion by 2021. This is great news for aesthetic businesses, even though we have to jostle for attention in a continuously competitive market (which is where your PR and marketing comes to the fore!) – but what exactly happened to kick-start such an overwhelming surge in demand for cosmetic medicine and medical aesthetics?

Changing Trends

2015 was a record breaking year, with more surgical procedures being carried out than ever before. However, in 2016, just 12 months later, the number of cosmetic surgeries fell by 40{e442a131e25ab01b06f1090e505c3450b206776ca13ce7bbc157d81da6f3d916}, hitting a ten year low. This was underpinned by the huge swings in the financial markets – squeezing discretionary spending and putting cosmetic procedures on the back burner. On the other side of the coin, non-surgical treatments were more in demand than ever before, and have continued to be in the two years since.

Non-surgical aesthetic treatments offer several benefits over the more traditional surgical solutions, first and foremost the minimally invasive nature means less downtime and quicker recovery for patients, and generally being less costly due to the lack or requirements for full surgical teams and general anaesthetic. This makes non-surgical aesthetic solutions like Botox and dermal fillers far more accessible to patients who are unable to finance surgical alterations, or commit to the time needed for high-downtime and recovery procedures like traditional facelifts, liposuction and rhinoplasty.

Aesthetics in the Media

On top of the industry moving away from a singularly surgical approach, the media perception of non-surgical aesthetics has shifted dramatically in the advent of social media platforms and ‘Instagram influencers’ – with celebrity endorsement largely to thank for this development. In previous years, it was commonplace for the rich and famous to be more evasive about undergoing treatments, putting their age-defying complexions down to a healthy lifestyle or good genes. By 2016, the reign of Instagram was in full swing, and not only “normal” people, but celebrities were sharing more of themselves than ever before – this included their aesthetic treatments. This not only helped drive more positive media representation of aesthetics, but increased awareness (and demand) among potential patients of what options are available.

At Kendrick PR, we’re here to help you capitalise on the current aesthetics boom. For more information, please get in touch.