Building Your Fundamental Foundation - Kendrick PR
May 9, 2017

Building Your Fundamental Foundation

The UK aesthetic market is bigger than ever and will only continue to grow, which is why the time to invest in PR is now! It’s time to tell the world who you are, what you do and what makes you stand above the competition. By putting it out there, you are already engaging with patients before they even enter your clinic. However, if you are a sole practitioner or struggling to juggle PR and marketing with no support, you might wish to consider the E.L.I.T.E. Reputation Programme.

This is the only flexible online training programme of its kind, designed with aesthetic practitioners in mind. We provide you with the hands-on knowledge and the tools to develop, grow and control your own clinic reputation and get your PR, marketing and advertising working for you!

Introduction To PR, Marketing And Advertising

So you’ve decided you need a little help and guidance to give you a push in the right direction towards further career success, but PR is likely to be a completely new experience for you.

It is important to first develop an understanding of exactly what PR, marketing and advertising are so that you can effectively differentiate between them and take advantage of what they each have to offer your business. This is where we start in the first module of the programme, recommended for newcomers needing to get to grips with the basics before you can fully immerse yourself.

Develop Your Values, Vision And Mission

Once you’ve mastered the basics, it’s time to set the foundations of your business in place. You need to be sure of yourself and your vision before your patients, and even your employees, can begin to build faith in you as professionals.

Strategic direction from here on out relies on the development of a vision based on your values, and achieved by way of a mission statement. It’s about identifying where you see yourself in the industry or where you want to see yourself in the future. We can help you come to a realisation about your business identity, because without it you can’t hope to compete in this crowded market and successfully rise to the top.

Competitor Intelligence And Counteracting

In order to outperform competitors, make it your goal to assess their positioning so that you can adjust your business accordingly if need be, whilat simultaneously protecting your own corner of the market. You need to anticipate and prepare for challenges within the aesthetic market and so knowing as early as possible how to combat rival strategies is highly beneficial. The E.L.I.T.E. programme will help you to gain an upper hand on the competition through acquiring competitor intelligence and developing response strategies.

Developing Your USP


Your unique selling point is a crucial element to any and all effective marketing strategies as it adds value and individuality to your business in the eyes of your target market. You’re showing your hand and letting your patients know how you can meet their needs better than anyone else.

Your USP stands alongside your values, vision and mission as the defining aspects of your business model. If you feel unsure of what you can offer that your competitors can’t, we need to work on figuring it out immediately, otherwise your business can lack clarity and direction.

Your Winning Business Pitch

By this point you should know how to position your business like the back of your hand. You know exactly who you are and what you do, so now it’s about profiling this to the public and your potential patients. It starts with a simple introduction, like dipping your toe into the waters of the aesthetic industry.

You need to leave ripples behind that let your audience know what it is that you’re here to do, how you’re going to do it and why what you have to offer is better than that of your competitors. With our help, you’ll have the knowledge and the confidence to take the industry by storm and face any challenges head on!

Get in touch with Julia Kendrick at Kendrick PR for more information.