PRACTICE MANAGEMENT | SERVICE ENHANCEMENT | male issues, such as ingrown hairs,


shaving, and back acne. Skin of colour is another important consideration and products that are suitable for all skin types as well as specific products that work for darker skin type concerns are paramount.


Another consideration is


where your clinic is located; Londoners will have vastly different skincare needs than those enjoying an outdoor lifestyle in Spain or Italy. It is common for aesthetic clinics to


carry multiple brands; however, stocking overlapping or similar products can confuse patients. If they are shown too many products, they may become overwhelmed and feel like they are being sold. Start a patient on one or two products from a particular brand and expand as they become acquainted with the brand and its benefits. Keep it simple by


stocking four basic categories


of


products: cleansers, moisturisers, sunscreens, and anti-ageing products. To break these categories down even further, you may want to have a gentle all-purpose cleanser, a creamy formula for dry skin, and a purifying or gel-type cleanser for oily skin as an example. Moisturisers should similarly reflect the


most common preferences: a lotion, a cream, oil-free light lotion, and a product


Table 1 Primary segments to offer in your clinic


■ Facial anti-ageing ■ Anti-redness/rosacea ■ Psoriasis/eczema ■ Acne/oily skin ■ Pigment regulators ■ Sun protection ■ Hand/nail care


Targeted segments


■ Wound healing ■ Bruising ■ Enlarged pores ■ Scars ■ Seborrhoeic dermatitis ■ Ingrown hairs


72 ❚


■ Stretch marks ■ Lip care ■ Nutraceuticals ■ Sun damage ■ Skin cancer


■ Body care ■ Home devices ■ Lash enhancers ■ Mineral make-up ■ Natural/organic ■ Men’s products


When you are just


starting out, stick with well- established cosmeceutical companies that can offer marketing support.


that contains a sunscreen for daily use. Serums tend to be best sellers because they are often the hero product of any anti-ageing range. The anti-ageing category should include all or most of the main skincare ingredients that have good science behind them, including but not limited to: ■ Retinoids ■ Glycolic acids ■ Salicylic acid ■ Antioxidants ■ Peptides ■ Polyphenols ■ Enzymes ■ Botanicals ■ Growth factors. Every patient who comes into the clinic will need a sunscreen and a moisturiser at a minimu,


regardless


of skin type, plus specialty treatments such as acne preparations and pigment lighteners. The best


indicators of the products that are missing from your current selection are the inquiries you get from your patients. You do not need to invest in a complete


line immediately. Most vendors will allow you to select the specific products that will work best for your clinic. Once the clinic staff and patients become comfortable with the line, and replenishment grows, you can increase the number of SKUs (stock-keeping units) you carry.


The art of merchandising and marketing Once you have managed the factors of space, staff training, and storage, you will need to merchandise your skincare and cosmetic products effectively. Patients need to know what you have on offer, and be able to test and try products to make their selection. Fortunately, the start-up costs are relatively low compared to adding a €75 000 laser for example. When you are just starting out, stick


with well-established cosmeceutical companies that can offer marketing support such as on-site staff


training,


patient literature, signage, testers, samples, and ongoing assistance. Recognisable brand names also give patients a sense of comfort and confidence with the products


April/May 2012 | prime-journal.com


you are recommending and enhance your credibility. Your ethical standing as a physician depends, in part, on whether patients feel that they are getting reputable products that are safe and effective, and that offer value for money. As in any retail venture, merchandising,


product display, and inventory management are keys to the success of the endeavour. Products should be displayed in an attractive way in patient areas to attract interest and generate questions about purchasing. The featured selection should be changed frequently as new products are added. Testers enable patients to see how a product feels on their skin, and to check its fragrance and degree of cosmetic elegance. These should be kept clean and neat, and in a manner that makes it easy for the clinic staff to monitor. There is nothing worse than dusty testers or open jars with product residue collecting around the rim, a natural breeding ground for bacteria. Vendors that offer samples or have


travel sizes of key products available are a big plus. Consider keeping samples in an attractive bowl in designated locations for patients to take home and try, or give a sample of a new product with every purchase to allow patients to experience the brand. It is helpful to have personalised


collateral materials in the form of brochures that explain your skincare philosophy to patients. An order form with your product assortment can also boost sales and make replenishment easier for patients. Finally, adding a shopping cart feature to your website and Facebook page can increase potential sales from existing patients, as well as from outside your clinic.


Is private label right for you? Another popular option for aesthetic clinics is to develop a private label brand. This does not have to be mutually exclusive; it is better to dispense a clinic branded line while carrying other ranges. However, unless you have a chain of clinics spread out geographically, a national profile, or robust web presence, this strategy should not be your first attempt at product dispensing. You can investigate the private label


option by working with a contract manufacturer to customise a product


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84