success stories L


ockdown could hardly have come at a worse time for one of Harley Street’s newest tenants. Dr Joshua


Van der Aa’s aesthetics clinic was open for merely a few days before one of Britain’s most prestigious roads became deserted. Not an ideal scenario for someone


whose work involves getting up close, usually with a needle, as he helps everyone from models to international socialites achieve the look they want. But the man known as much for his sense of style as his clinical skills and natural looking results, proved just as smart in his approach to business as he rode the sudden upwave in requests for video consultations. “Demand skyrocketed in terms of


skincare-related concerns, but surprisingly, also aesthetic consultations for filler treatments and the like,” he said. “Although they have their limitations,


video consultations can be a great way to assess if a patient is suitable for a treatment, and to draw up a preliminary treatment plan. “So against my expectations, I found that it actually worked quite well for both patients and myself. So much so that I decided to keep offering this service aſter lockdown, especially for international patients who want to know their issues can be addressed before they make the decision to travel in to see me.” While he was already engaged with


social media, the clinic’s closure gave him more free time to channel his energy into experimenting and expanding his output on the platforms, trading in particular on his effortlessly personable and conversational manner. “I always try to keep a light, entertaining


tone when I do these posts and online Q&As on stories, as I notice people find this more approachable and are less reluctant to ask their burning questions. “I focused on educational posts


about popular present-day aesthetic treatments like filler treatments, fox-eye thread liſts and whether or not they are worth the money. “I disagree with eyebrow thread liſts.


They don’t last long, the results look very alien and they can cause pain, bruising and irregularities with dips, bumps and wrinkled skin.”


14 SME magazine


“ Against my expectations, I found that it actually worked quite well for both patients and myself. So much so that I decided to


keep offering this service after Lockdown.” Dr Joshua Van der Aa


D


r Joshua’s increased real-time engagement with followers coupled with his honest appraisals


of the latest, trending cosmetic procedures proved popular. “All of this led to a massive spike in enquiries and bookings when the clinic opened again - a 250 per cent increase compared to March, in fact - and a loyal following of aesthetic-minded Instagram users.” He added: “In May, I started offering


affordable Coronavirus antibody testing in a clinical setting. So while the aesthetic side of the clinic was still locked down, it was a good way to stay present and connect with old and new patients wanting to get tested. “The antibody testing actually turned out to be not only incredibly relevant clinically, as it allows you to see if your body may or may not have a protective immune response against the virus, but it was also a great comfort for people to find out their results. “So I decided to carry on offering the


tests even aſter lockdown. But instead of charging for them, I offer them as a complimentary service to every patient who books in for an aesthetic treatment.


“This way, patients’ minds are put at


ease by having their results before starting a treatment, and I can keep myself and the next patient safe in case someone does come up positive. “Measuring this will allow me to take


the proper precautions to make sure there is no spread of the virus in the clinic. These precautions include not letting a patient take off their mask, of course, but also fully disinfecting the clinic room with a big disinfectant-fogging machine. “All in all, the experiences and contacts made during the scary and uncertain period of lockdown definitely helped to propel the clinic forward aſterwards.” Since reopening his clinic at number


10, Dr Joshua has introduced a new and timely treatment for increased definition, tighter and firmer skin, perfect for those who’ve been missing their gym workouts over the past few months. The non-invasive EMSculpt body- shaping treatments involve short 30-minute sessions where high-intensity, electromagnetic impulses are delivered to create muscle contractions and melt fat, leaving the targeted area looking more toned - the equivalent to doing 20,000 sit-ups or squats. n


www.smeweb.com


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