Play the medical card on facial aesthetics and win big


Put yourself in the shoes of a 45-year-old female who has never experienced any invasive surgery or complex medical conditions.

The most cosmetic enhancement you have ever had is a new hair do. You are painfully aware of the growing crow’s feet around your eyes and the wrinkle lines on your forehead and out of the blue your partner of 16 years has just told you that he is moving in with Jenny, a 32-year-old fitness instructor from the gym which you’re both members of.

You see an advertisement from Bath Sheba Beauty in Batley promising to make you look at least 10 years younger with their advanced Swedish facial treatments – there are lots of before and after shots that are truly remarkable.

You look around online and there are no other players in your catchment except for Dr Hocken’s Dental and Facial Aesthetics Clinic. It has the same remarkable before and after shots but they are all set in a medical environment and look very clinical.

Neither website talks about price, they simply refer to interventions that are painless and quick and make you look 10 years younger.

Where you would go? It’s your face and you really don’t know very much about the subject.

It’s clearly not going to be a difficult decision, particularly if your are nervous and it’s a first time purchase.

Here’s a clue: at Dr Hocken’s Dental and Facial Aesthetic Clinic a doctor will administer the treatment in a clinic as opposed to a beauty store therapist.

And yet when I see facial aesthetics offers in a dental practice they always try and imitate a Toni and Guy approach, ignoring their massive advantage of having a clinical environment.

It really is all about positioning: going all ‘spa’ and using over-the-top, glamorous photography is the only way Bath Sheba Beauty can go, but dentists who leverage the medicalness of their facial aesthetics offering can really trounce the competition and build a significant revenue stream – the average annualised patient value in facial aesthetics is circa £1,300.

If you’d like to know how facial aesthetics could work in your practice please call me on 07860 672727.

Best wishes,


Jonathan Fine is Lead coach: sales and marketing at Breathe Business. Email or connect with Jonathan on LinkedIn to see what he’s reading and talking about.

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