Marketing your cosmetic clinic isn’t just about aesthetic pictures or promotions; it's about building trust, authenticity, and connection.
That was the key message from our recent Marketing Mastery for Clinics workshop, part of the Fresh Clinics State of Medical Aesthetics (SoMA) series.
Joined by Ryan from Self Cosmetic Science and Grace from ANO Cosmetics & Skin, the session explored how leading clinics are navigating the challenges of compliance, standing out in a crowded market, and building sustainable brands that patients love.
Build from the inside out
Both Ryan and Grace emphasised that marketing success starts with clarity on your brand’s ethos. For Ryan, it’s all about patient safety, honesty, and authenticity.
“In a saturated market like injectables, patients only have mental space for a handful of brands. You need relentless consistency in your branding and messaging.”
Grace echoed this, sharing how ANO’s community-first approach and emphasis on team personality create meaningful patient connections, even before a booking happens.
Your team is your best content
Employee-generated content is leading the way. Patients want to know the people behind the treatments.
“If you're a solo operator, you are the face of your brand,” said Tealle, Fresh Clinics’ Community Insights & Content Manager.
The evolving regulatory environment (including the tighter rules on before-and-after images and S4 medication mentions) has pushed clinics to get more creative. Ryan decided to remove all non-compliant content early on, and it paid off.
“It was scary at first, but it forced us to build a personal brand, develop a voice, and focus on the people behind the brand.”
Grace shared how leaning into skin services, diversifying offerings, and spotlighting team members helped ANO remain visible and relevant while staying compliant.
According to the Fresh Clinics SoMA report, many practitioners believe that price is the primary reason for patient attrition. But both Ryan and Grace disagreed.
“The entire patient experience - from your DMs to your treatment room - should be high quality, " said Ryan.
Finding new patients is important, but keeping them matters just as much:
“Marketing is about creating stickiness,” said Grace. “Our patients come back not just because of the service, but because they trust our team.”
Think beyond socials
Digital is vital, but don’t ignore physical marketing. Mailbox drops, billboards, and community involvement can still drive awareness, especially in local areas.
“One clinic built their entire client base from zero using mailbox flyers,” Tealle noted. “It’s not outdated, it’s just underutilised.”
Even if ROI is small, physical marketing builds credibility and can also be repurposed for digital content.
One of the most revealing stats from the SoMA Report: only 18% of clinics have a formal marketing plan.
“You don’t need to be a professional marketer. Just print out a free plan template, jot down your goals, and stick it on the wall,” Tealle advised. “Marketing is about small, consistent deposits over time.”
Marketing today is about authenticity, consistency, and connection. Put your people front and centre. Align your online tone with your in-clinic experience. And most importantly, start with a plan.
To remain compliant with your marketing strategy, ensure you read and are familiar with the TGA & Ahpra guidelines.