Featured Articles
When regulatory warnings become reality
Last week, Spa & Clinic reported on a Queensland tribunal decision that marks a significant moment for the aesthetic industry.
Last week, Spa & Clinic reported on a Queensland tribunal decision that marks a significant moment for the aesthetic industry.
A registered nurse has been banned from practice for two years after administering Schedule 4 medicines without a valid medical consultation or prescription, and for continuing to practise while suspended. The findings are confronting, but they’re also an opportunity to learn, reflect, and improve our own practices.
As Spa & Clinic noted, the decision sends “a clear signal that Ahpra and the National Boards are no longer tolerating breaches that have long concerned regulators.” That signal matters for every cosmetic injector in Australia.
According to the tribunal findings, the practitioner administered restricted medicines without authorisation, falsified clinical records, and continued treating patients despite regulatory restrictions. The tribunal determined this behaviour constituted professional misconduct and highlighted the importance of deterrence, both for the practitioner involved and for the wider industry.
Ahpra CEO, Justin Untersteiner, reinforced this shift:
“We will leave no stone unturned to investigate and take action against practitioners who do the wrong thing.”
For years, Australia’s aesthetic industry has operated in an environment where expectations have been tightening, but enforcement has been inconsistent. That era has now ended.
This case reinforces several non-negotiables:
- Patient Safety is paramount.
- Schedule 4 medicines must only be administered following an appropriate medical consultation, and all medications must have a valid prescription in place for the patient.
- Medicines must be supplied to the authorised practitioner, stored, and administered in accordance with state and territory regulations.
- Clinical records must be accurate, complete, and truthful.
- Any Aphra registration conditions and suspensions must be strictly followed.
When a medication is not supplied by the prescribing provider, the chain of custody is compromised, creating uncertainty regarding the medication's origin and accountability. In such instances, practitioners cannot assume clinical responsibility for the safety, integrity, or efficacy of products they did not procure or oversee.
In the event of an adverse clinical reaction, audit, or complaint, clear and accurate records are critical. They provide transparency around the supply, prescribing, and administration of the medication, and protect both patient safety and the practitioner/s involved.
These are not administrative details, but the professional standards expected of every healthcare practitioner. They are fundamental patient safety obligations, and failing to uphold them carries serious consequences.
At Fresh Clinics, our mission has always been to support nurses to build sustainable, compliant aesthetic practices — backed by education, systems, and clinical governance that stand up to scrutiny.
This moment matters for our industry. It’s an opportunity to raise standards, protect patients, and ensure aesthetic medicine remains a respected, trusted profession.
Read the full Spa & Clinic article here.
Menopause Awareness Month: What every cosmetic nurse should know
Menopause Awareness Month: Understand the impact of hormonal changes on skin. Learn how aesthetic nurses can better support patients during this transition.
This Menopause Awareness Month, we sat down with Dr Izzy Sillar to talk about something that affects every woman, but is still so often overlooked: menopause.
For women, menopause isn’t just a hormonal shift. It’s a whole-body transition that affects skin, mood, sleep, energy, and confidence. And for cosmetic nurses, it’s an opportunity to change how women experience this stage of life.
“Perimenopause and menopause… is a clinical diagnosis. We don’t actually rely on blood tests or serum markers… It’s based on the clinical picture.” - Dr Izzy.
That one shift in mindset can change how you consult, treat, and support patients who are 40+ in your aesthetic clinic.
Perimenopause vs. Menopause
“Menopause is diagnosed as being 12 months since their last menstrual period. And perimenopause is less than 12 months, where we’re seeing changes in the menstrual cycle.”
Dr Izzy outlined a typical trajectory:
- Mid–late 30s: testosterone trends down.
- Early 40s: progesterone declines.
- Mid-40s onward: estrogen drops.
As estrogen falls, cycles often space out or go missing. Skin can feel thinner, joints ache (hands, knees, lower back), and patients frequently report the “middle-aged spread.”
“When we lose estrogen… our fibroblasts become dysregulated… This can translate to skin becoming thinner, [and] joints… more sore. It’s really common… to gain weight around the tummy… even when eating well and exercising."
Why this matters in aesthetics
For too long, menopause has been underdiagnosed and undertreated.
“Currently, 85% of women are mismanaged for a condition that affects 100% of women by age 55.”
By adding women’s health pathways to your practice, you’re helping to close a major gap in medicine. You’re saying: we see you, and your experience matters.
"We have safe ways to manage this in conjunction with lifestyle… and it’s absolutely a woman’s right to have access to this.” - Dr Izzy.
Untreated symptoms aren’t just inconvenient.
“Heart attacks become the third biggest killer for women [not on appropriate therapy]. Fragility hip fractures… 75%… are in fact women… small falls shouldn’t be something that is going to take their life.”
Connecting patients to competent care is essential to preventive health.
Ready to support your patients holistically?
“Position yourself as more than an injector — become a guide.”
If you’re a Fresh Clinics member, you can access Fresh Health and start referring today. Not yet a member? Get in touch and we’ll show you how to integrate safe, modern women’s health support into your clinic.
Why Clinical Excellence Drives Success
Why clinical excellence drives sustainable success: Discover how prioritizing patient safety and high standards builds a loyal client base and profitable clinic.
In today’s booming aesthetics industry, clinics are popping up on every corner. Many chase growth with ads, discounts, and quick-win marketing tactics. But the truth is: the fastest-growing businesses aren’t the ones spending the most on ads — they’re the ones delivering the best patient outcomes.
At Fresh Clinics, we’ve supported more than 2,000 nurses and doctors in building thriving practices. The data is clear: clinical excellence is the #1 driver of clinic growth. Why? Because excellence fuels patient trust, and trust fuels referrals.
In this article, we’ll share:
- Proprietary insights from Fresh’s network of clinics
- Why referrals, not ads, are the ultimate growth engine
- The Fresh 4-Pillar Growth Model for sustainable success
The problem with “quick-fix” business growth
The aesthetics industry is often framed around leads, discounts, and fast revenue. Competitors offer:
- Paid ads campaigns
- Website rebuilds
- “Get more patients fast” playbooks
The issue? Patients notice the difference.
Poor consultation processes, unprepared practitioners, and inconsistent results lead to disappointment — and in some cases, safety risks.
Clinics built on short-term marketing tactics struggle to retain patients and eventually burn out.
Fresh data: Referrals are the growth engine
Fresh’s work with thousands of practitioners has revealed a simple truth: referrals account for the majority of sustainable growth in clinics.
- Practices that focus on complication management training see up to 2x more referrals within 6 months.
- Practitioners who adopt a consultation mastery framework report a 35% increase in repeat patient bookings.
- Clinics that deliver consistently superior outcomes see organic referral growth surpass paid acquisition by Year 2.
This is the compounding power of excellence. Each happy patient tells a friend, leaves a glowing review, and builds the practitioner’s reputation.
The Fresh 4-Pillar Growth Model
We’ve codified what works into the Fresh 4-Pillar Growth Model — a framework built on what we’ve seen across 2,000+ aesthetic clinics.
1. Consultation mastery
- A structured consultation builds trust and ensures tailored outcomes.
2. Complication confidence
- When practitioners are trained to handle complications, confidence radiates.
- Patients sense this security — leading to stronger loyalty and referrals.
3. Patient experience
- Every touchpoint matters: from the first consult to follow-ups.
- A superior patient journey drives love, loyalty, and advocacy.
4. Business growth through referrals
- Delivering excellence creates a flywheel: Great outcomes → Referrals → More patients → Sustainable revenue.
Why Clinical excellence builds premium brands
The benefits go beyond just growth:
- Exclusivity: Better practitioners attract better patients.
- Future-Proofing: As competition intensifies, only practices with clinical excellence will stand out.
- Industry Stewardship: Putting patients first sets Fresh and its members apart from negative industry trends.
In short, excellence isn’t just a growth strategy — it’s a brand strategy.
Key Questions Answered
What is the #1 way clinics grow?
Referrals. And referrals come from delivering excellent patient outcomes.
Why are referrals better than ads?
Ads can buy attention. But only excellence earns trust — and trust is what fuels long-term patient advocacy.
What role does complication management play in growth?
Confidence in handling complications radiates to patients. It builds safety, trust, and loyalty — all drivers of referrals.
What is the Fresh 4-Pillar Growth Model?
A framework for sustainable success: Consultation Mastery, Complication Confidence, Patient Experience, and Business Growth via Referrals.
Conclusion: Excellence wins, every time
The aesthetics industry is evolving quickly. In the short-term, anyone can buy ads. In the long-term, only those who build their practices on clinical excellence will thrive. At Fresh, we’ve helped over 2,000 nurses and doctors achieve their dreams — by putting patients first, building confidence, and creating practices that grow on referrals. The future of aesthetics is clear: Excellence drives growth.
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A Fresh Milestone: Our New ‘Home’
Recently, we hit an incredible milestone at Fresh Clinics that marks an exciting new chapter in our journey.
Last week, we opened the doors to our stunning new HQ in the heart of Surry Hills, Sydney. After two years in North Sydney, our continued growth - now with over 140 amazing team members - meant it was time to find a space that could reflect who we are and where we’re headed.
At Fresh Clinics, our ‘remote first’ philosophy allows employees to work in the environment that best suits them, be it their cozy home office, a beachfront cafe, or even while traveling abroad. However, having a central office space has always been essential for nurturing our team’s cohesiveness, collaboration, and culture.
Our new Surry Hills HQ has been thoughtfully designed to reflect everything we stand for. With its light, open spaces, communal courtyard, and playful touches like gaming setups, it’s more than just an office - it’s a space to create, grow, and collaborate together.
To celebrate this milestone, we made sure our first week in the new HQ was as memorable as possible:
Nothing says "welcome home" like treats from the crew at Grumpy Donuts.
We gathered for a Guzman y Gomez lunchtime feast, enjoying our new outdoor space.
Friendly (and competitive) Street Fighter matches in our gaming zone brought out everyone’s playful side.
Green Thumb Moment: We planted herbs in the courtyard, adding our own touch of ‘Fresh.'
Share The Dignity: The team took time to give back to our community, spending the afternoon packing bags for the #itsinthebag movement - a wonderful initiative dedicated to helping vulnerable women and girls across Australia.
Dr John Delaney on the tools for a delicious BBQ lunch to finish off the week!
Another exciting addition to our space is our new clinical training space. This dedicated area will serve as a hub for education, hands-on training, and industry events, welcoming our community of aesthetic professionals to continue to grow together.
We’re incredibly proud of this milestone and grateful to every member of our team who has helped shape Fresh Clinics into what it is today.
Here’s to many more exciting moments, milestones, and growth as we settle into our beautiful new home!
So, You Want to Start a Med Spa?
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The information in this article is for educational purposes only and does not constitute legal advice. Regulations for aesthetic treatments and medical spas vary by state and may change.
Opening a med spa, or medical spa, can be enriching, given the industry's rapid growth and the increasing demand for minimally invasive cosmetic procedures. The aesthetics industry is projected to soar from its $35 billion worth in 2023 to $100 billion+ by 2035.
But while the potential is huge, setting up a med spa requires careful planning, industry knowledge, and compliance with medical regulations.
If you're considering starting a med spa, we’ve got some tips to help you navigate the process and set yourself up for success.
What Is a Med Spa?
A med spa blends the luxury and relaxation of a traditional day spa with advanced medical treatments. Services can range from non-surgical anti-aging procedures like Botox and dermal fillers to laser treatments, hair removal, and skin rejuvenation.
Unlike traditional spas, med spas often require a licensed physician as the owner or medical director, depending on state regulations. This ensures that all medical treatments meet strict safety and compliance standards.
Understanding the Med Spa Market
Before you dive into the logistics, it's important to have a clear vision of what you want your med spa to be. Consider your goals, target market, and the services you want to offer. Are you focusing on beauty, injectables, or device-based treatments? Defining your niche will help you create a strong brand identity and attract the right clientele.
Once your vision is clear, put together a comprehensive business plan. This should include market research, a competitor analysis, and financial projections. A well-thought-out business plan will help guide your decisions and secure financing if needed.
State Regulations
Each state has its own set of rules regarding who can own and operate a med spa, what procedures can be performed, and what type of licensing is required. In many states, med spas must be physician-owned or have a medical director who oversees operations. Partnering with experts such as Fresh Clinics can make this process seamless. We can help you navigate these requirements and ensure compliance every step of the way.
Medical Directorship and GFE’s
A Good Faith Exam (GFE) is a comprehensive consultation carried out by an authorized medical professional before any treatments are performed, and they play an important role in your med spa's safety.
Qualified medical professionals including physicians, physician assistants (PA), and advanced practice nurses (APN) are trusted with the responsibility of conducting these exams. At Fresh Clinics, your GFEs are made simple and efficient, with medical oversight from the top aesthetic professionals in the USA.
Invest in Technology and Equipment
Technology and devices are important to a successful med spa. Invest in high-quality equipment that is safe, effective, and reliable.
In addition to treatment equipment, consider the software you’ll use to manage your business. From medical directorship to electronic medical records (EMR), having the right technology in place will streamline operations and help you stay organized.
Legal Requirements and Insurance
The Health Insurance Portability and Accountability Act, better known as HIPAA, protects patient information from being disclosed without the patient's consent, and managing this data securely is non-negotiable. Use HIPAA-compliant software to protect sensitive information and keep your practice compliant.
The medical spa industry has specific insurance needs to cover the range of advanced aesthetic treatments and potential legal issues. Insurance is the best way to protect yourself and your team.
Invest in insurance tailored to the med spa industry, like:
- Professional Liability Insurance: Covers issues related to medical treatments
- Workers’ Compensation Insurance: Protects employees injured on the job
- General Liability Insurance: Covers risks and fall incidents
In many states, med spas face strict rules about the corporate practice of medicine (CPOM). These regulations often prevent non-physicians from owning or profiting directly from medical services. That’s where MSOs step in.
An MSO is a separate business entity that manages all non-medical aspects of your med spa. This allows the clinical side to be handled by a licensed medical professional while you, the entrepreneur, oversee business operations.
Start Your Med Spa with Confidence with Fresh Clinics
Remember, you don't have to navigate this journey alone. Fresh Clinics is here to support you from launching to scaling your business.
Elevate Your Med Spa with High Impact Marketing
As a Medspa Owner, driving growth and revenue is crucial, yet challenging, particularly in an increasingly competitive market.
Recently, Fresh Members attended a session focused on high-impact marketing for the aesthetics industry, featuring insights from Kendall, founder of Aesthetics Marketing Group.
Kendall kicked off the session by speaking about the importance of thinking outside the box. "Think outside the aesthetics market to really draw inspiration and ideas from similar industries." Kendall encouraged tapping into the creative realms of fashion and wellness to inspire innovative marketing ideas. This approach helps medspas break the monotony and stand out.
Understanding Your Unique Selling Point (USP)
An essential step often overlooked by medspa owners is conducting a thorough audit of their business concerning marketing. "You have to remember you are in your business day in, day out and often we need to take a little step back and view it from a different lens," Kendall noted. This involves evaluating your brand, identifying your unique selling point (USP), and understanding your target audience.
Case Study: The Skin Bar
One example Kendall shared was about The Skin Bar, a clinic in Australia that exclusively focuses on skin needling. "They've positioned themselves as Australia's skin needling experts and their messaging is consistently around skin needling, skin health, skin quality," Kendall explained. By honing in on their USP and maintaining brand consistency, they've expanded to nine clinics along Australia's east coast in just a few years.
Understanding the Customer Journey
Mapping out your customer journey from start to finish can greatly enhance their overall experience. Kendall shared, "Your foundation is the key to your success. You don't want to put time, effort, and money into your marketing bringing all these leads to your clinic to then have a really poor experience." She suggested considering every touchpoint, right from the awareness stage to post-treatment engagement.
Another standout idea is adding personalized touches. Kendall pointed out a creative example: When one of her patients walked into her treatment room, there was a touch of personalization. It said, 'Welcome back Natasha. This is your ritual space prepared with love.' Small gestures like these can make a significant impact on client retention.
A Simple Yet Effective Framework
Kendall introduced a straightforward framework for developing your marketing strategy:
- Identify Your Business Goals: Take 30 minutes - an hour a day to understand what your goals are or what are the metrics within your business that you are trying to improve on
- Choose Focuses for the Quarter: Pick two focuses, one to two maximum for every quarter
- Promotional Offers: Always distinguish between always-on offers and seasonal promotions
- Creative Implementation: Think of unique ways of carrying out activities that are engaging, effective, and different
Local Area Marketing and Referrals
"Local area marketing is one of my favorite strategies to implement because you can really see the results," Kendall said. Partnering with local businesses like gyms or real estate agents for mutual promotions can bring in significant leads.
Regarding referrals, Kendall highlighted, "Every clinic that I've ever worked with, the number one referral... most of them are referred from a family or friend." So why not capitalize on it with creative and enticing refer-a-friend programs?
The Power of Feedback
Client feedback is a great insight into your business that many clinics fail to utilize effectively. Kendall suggested a simple yet powerful approach: "Create a really simple basic short survey where you ask a handful of your loyal customers or patients to complete it." This feedback can highlight areas of improvement and amplify what’s already working.
Consistency in brand messaging, client experience, and promotional strategies ties all these elements together, creating a coherent and engaging brand presence. As Kendall concluded, "It’s about making marketing less scary and a lot more accessible to business owners who want to implement it themselves."
Ready to take your clinic’s marketing to the next level? Chat with our team today!
Getting Your Med Spa Christmas-Ready in 4 Simple Steps
The festive season is almost here, and it’s one of the busiest - and most exciting - times of the year for aesthetics. Clients rush to get their treatments done before holidays, family gatherings, and end-of-year celebrations.
To ensure your medspa thrives during this bustling period, we’ve got some tips on getting ‘Christmas-ready.’
Step 1: Develop Your Festive Plan
What does a successful holiday season look like for your business? Maybe it’s full appointment books, gift voucher sales, or a busy yet stress-free team. Take some time to map out a strategy for your clinic that keeps your goals on track.
Think back to what worked well last year - and what didn’t. Repeat the winning strategies and learn from anything that missed the mark - small tweaks to previous initiatives could turn them into successes this year.
Your plan should also include steps to achieve your goals. Want to sell more gift sets? Book more appointments? Consider offering Christmas discounts or extending your opening hours for a short period to accommodate clients. They will appreciate that you’re going the extra mile to accommodate them.
Step 2: Stock Up and Stay Ahead
Imagine the holiday rush in full swing, and you’re running low on your most popular products or consumables. Avoid this by reviewing your stock levels now and placing orders early, focusing on high-demand items.
Not only will this prevent disruptions, but having extra stock ensures you can accommodate last-minute bookings.
Step 3: Encourage Advance Bookings
The key to managing the holiday rush? Encourage clients to book their appointments early. Start promoting pre-holiday bookings now to avoid disappointment. This will help you manage your calendar, ensuring clients secure their preferred times without the stress of last-minute bookings.
It’s also the perfect time to rebook your customers for their next 2-3 appointments. Remind them of the importance of maintaining their results post-holiday season, and help fill your books through the quieter months of the year.
Step 4: Deck the Halls (and Your Clinic)
Don’t be afraid to get into the holiday spirit! Think decorations, scented candles, or holiday music. These cozy touches can make your space feel more inviting and encourage clients to share their experiences on social media.
Consider combining popular treatments or offering pre-packaged skincare sets that make the perfect last-minute gifts and introduce new clients to your business. Better yet? Theme each one with a touch of Christmas.
You could also reward your regulars with tokens of appreciation, like a small discount or complimentary samples, to get them through your shutdown period.
Finish the Year on a High
By getting organized early and focusing on client and staff satisfaction, you’ll set the stage for a successful festive period - and a great start to the new year.
So pull out the decorations and prepare to make this holiday season your most successful yet!
Simple Strategies for Retail Success
Imagine stepping into a clinic not just for a treatment, but also to walk away with a product that can sustain and amplify your results.
Iola Ciavarra, Director of REVEAL and industry veteran with over 30 years of experience shared some easy yet effective strategies for retail success with Fresh Members.
Why Retail Matters
"Retail products are there to improve client outcomes," Iola explained. She has seen firsthand how retail can boost a clinic's financial health and significantly influence patient satisfaction and loyalty.
Here’s why retail should be an integral part of any aesthetic clinic:
- Client Outcomes - One of the primary motivations for integrating retail into your business is the potential to improve patient results. By offering products that complement treatments, you ensure they continue to see benefits long after they leave your clinic
- Generating Passive Income - Retail is a perfect addition for businesses looking to augment their revenue streams, and income generated from retail sales can also ease financial pressures
- Boosting Word-of-Mouth Recommendations - Products that your patients love and use daily become talking points. Iola noted, “Some of your clients are mini influencers, and they're there, talking about a product that they've got from you to their friends.”
Keys to Successful Retail
- Education - Education is not just for patients, but for staff as well. Iola advised, "If we're educated when we speak to our clients about products, it just rolls off the tongue." She suggested leveraging the educational resources provided by Fresh Clinics, such as webinars, and tutorials. Staff should also be well-versed in explaining how products can benefit their clients, with a focus on the "what’s in it for me" aspect
- Preparation - Preparation is equally important. This could mean having a well-organised display, ensuring that all staff are comfortable talking about products, and even having themed promotions every month
Practical Tips for Integration
- Features and Benefits: Make sure to explain what each product does (features) and why the client would benefit from it (benefits)
- Touch, Feel, Pause: Let clients physically handle the product while you explain it. This tactile interaction allows clients to ask questions and engage more deeply
- Never Assume: Don't assume a client's financial situation or interest level. Clients may express interest discreetly, and recognising these cues can lead to successful transactions
- The Natural Close: Develop a natural script for closing the sale without seeming pushy. Something as simple as "Would you like to take it with you today?" can be effective
- Personal Analogies: Share personal success stories with the products. Clients appreciate hearing about real-life results and experiences
The Financial Benefits
Iola laid out a simple profitability scenario to highlight the financial perks of retail, using a case study of a popular lash serum.
If a clinic sells just three serums a day, four days a week, it could generate an annual revenue of $52,000. The potential profit after cost is a compelling $25,000. "That's the power of a little lash serum," Iola emphasised.
If you're aiming to provide comprehensive solutions to your clients while boosting your clinic's financial health, it's time to rethink the role of retail in your practice.
Fresh Clinics Leads the Way in Compliance Support
In response to regulatory changes imposed by the Tasmanian Department of Health, Fresh Clinics has become a crucial partner for cosmetic nurses. These strict new requirements, introduced late last year, have significantly altered the operating environment for cosmetic nursing practices throughout the state.
The new legislation requires all cosmetic nurses to obtain approval from the Minister of Health's pharmaceutical department under section 25A of the Poisons Act. As a result, clinics must now be licensed as day-procedure facilities, which involves making significant infrastructure changes, updating policies, and creating new documentation to meet compliance standards.
Fresh Clinics swiftly developed a legislative framework to assist nurses in adapting to these changes. After thorough discussions, the framework was approved by the Department of Health in April 2023. Despite this achievement, the majority of insurance companies elected not to insure cosmetic nurses lacking a Section 25A, leading to a halt in the supply of S4 medications to these businesses.
Nicola Paine, owner of Laser Lab and Beauty in Hobart, shared her experience. She recounted the confusion and lack of guidance following the legislative changes: "Everything seemed blurred and gray. We weren't given a lot of straight answers," she said. The situation escalated when Nicola received a letter from AHPRA questioning her practices under the new regulations.
Despite facing significant challenges, Nicola highlighted the crucial support she received from Fresh Clinics: "If it wasn't for Fresh Clinics, we would all probably be in a very different place right now. They were always there during the most difficult times, supporting, advising, and even lending a shoulder to cry on.”
In the past month alone, Fresh Clinics has successfully supported numerous Tasmanian nurses in achieving compliance. With proven success in navigating these legislative hurdles, Fresh Clinics now turns its focus to revitalising other Tasmanian clinics. As of today, Fresh Clinics remains the sole provider in Tasmania with the necessary processes, systems, and team in place to support cosmetic nurses in ensuring and maintaining compliance amidst evolving regulations.
Fresh Clinics is proving its significant value as a proactive leader in aesthetics. Recognising the demands of a progressive industry, the company consistently evolves its suite of features, underlining its mission to accelerate growth for cosmetic nurses, doctors, and clinic owners.
For more information on Fresh Clinics visit: https://www.freshclinics.com/en-au/
About Fresh Clinics:
Fresh Clinics is a leading health-tech company tailored for the cosmetic injectables industry. It supports cosmetic professionals through comprehensive solutions including training, community support, and smart clinic management tools. Fresh Clinics enhances operational efficiency and compliance with regulatory standards, helping clinics navigate the complexities of the industry while ensuring high standards of care and professionalism. The platform also offers resources for medical oversight and continuous professional development. Fresh Clinics is more than a service; it’s a testament to what happens when passion meets knowledge, and the mission is clear - supporting cosmetic nurses, doctors, and clinics to start, grow, and thrive.
Elevate Your Clinic with High Impact Marketing
As a Clinic Owner, driving growth and revenue is crucial, yet challenging, particularly in an increasingly competitive and regulated market.
Recently, Fresh Members attended a session focused on high-impact marketing for the aesthetics industry, featuring insights from Kendall, founder of Aesthetics Marketing Group.
Kendall kicked off the session by speaking about the importance of thinking outside the box. "Think outside the aesthetics market to really draw inspiration and ideas from similar industries." Kendall encouraged tapping into the creative realms of fashion and wellness to inspire innovative marketing ideas. This approach helps clinics break the monotony and stand out.
Understanding Your Unique Selling Point (USP)
An essential step often overlooked by clinic owners is conducting a thorough audit of their business concerning marketing. "You have to remember you are in your business day in, day out and often we need to take a little step back and view it from a different lens," Kendall noted. This involves evaluating your brand, identifying your unique selling point (USP), and understanding your target audience.
Case Study: The Skin Bar
One example Kendall shared was about The Skin Bar, a clinic that exclusively focuses on skin needling. "They've positioned themselves as Australia's skin needling experts and their messaging is consistently around skin needling, skin health, skin quality," Kendall explained. By honing in on their USP and maintaining brand consistency, they've expanded to nine clinics along Australia's east coast in just a few years.
Understanding the Customer Journey
Mapping out your customer journey from start to finish can greatly enhance their overall experience. Kendall shared, "Your foundation is the key to your success. You don't want to put time, effort, and money into your marketing bringing all these leads to your clinic to then have a really poor experience." She suggested considering every touchpoint, right from the awareness stage to post-treatment engagement.
Another standout idea is adding personalised touches. Kendall pointed out a creative example: When one of her patients walked into her treatment room, there was a touch of personalisation. It said, 'Welcome back Natasha. This is your ritual space prepared with love.' Small gestures like these can make a significant impact on client retention.
A Simple Yet Effective Framework
Kendall introduced a straightforward framework for developing your marketing strategy:
- Identify Your Business Goals: Take 30 minutes - an hour a day to understand what your goals are or what are the metrics within your business that you are trying to improve on
- Choose Focuses for the Quarter: Pick two focuses, one to two maximum for every quarter
- Promotional Offers: Always distinguish between always-on offers and seasonal promotions
- Creative Implementation: Think of unique ways of carrying out activities that are engaging, effective, and different
Local Area Marketing and Referrals
"Local area marketing is one of my favorite strategies to implement because you can really see the results," Kendall said. Partnering with local businesses like gyms or real estate agents for mutual promotions can bring in significant leads.
Regarding referrals, Kendall highlighted, "Every clinic that I've ever worked with, the number one referral... most of them are referred from a family or friend." So why not capitalise on it with creative and enticing refer-a-friend programs?
The Power of Feedback
Client feedback is a great insight into your business that many clinics fail to utilise effectively. Kendall suggested a simple yet powerful approach: "Create a really simple basic short survey where you ask a handful of your loyal customers or patients to complete it." This feedback can highlight areas of improvement and amplify what’s already working.
Consistency in brand messaging, client experience, and promotional strategies ties all these elements together, creating a coherent and engaging brand presence. As Kendall concluded, "It’s about making marketing less scary and a lot more accessible to business owners who want to implement it themselves."
Ready to take your clinic’s marketing to the next level? Chat with our team today!
Hot Topic: Menopause
Menopause is finally becoming the hot topic it deserves to be, as more women seek support during this stage of life. Yet, it remains under-discussed in many professional settings, especially within the aesthetics industry.
Menopause often brings a range of physical and emotional changes due to hormonal fluctuations, impacting not only mood and energy levels but also skin health. Symptoms like dryness, loss of elasticity, pigmentation, and sensitivity are common during perimenopause and menopause, making it essential for practitioners to understand the unique needs of this demographic.
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Fresh Clinics is excited to partner with Chiza Westcarr, a leading skin health and nutrition expert to the Australian Fresh Life Conference this year. She will dive deep into “Addressing Symptoms, Skin Health, and Beyond for the Perimenopausal and Menopausal Patient.”
In 2017, Chiza founded the Nutrition & Skincare Academy to bridge the gap between skincare and nutrition. She aims to educate aesthetic professionals on integrating nutrition into their practice to tackle skin issues like acne, rosacea, and eczema, which are often linked to gut health and diet. Additionally, she is the creator of Florabiome, a product line designed to improve gut and skin health through nutrition.
Chiza's approach also focuses on treating menopausal symptoms with personalised nutrition plans to balance hormones. Her renowned Metabolic Balance® program, tailors eating plans based on individual blood tests, optimises metabolism and supports hormonal health. This holistic coaching not only alleviates menopause symptoms but also guides women through vital lifestyle changes to boost their vitality and confidence during this transition.
Her session at The Fresh Life will empower attendees with the knowledge to confidently treat patients experiencing menopause. Given the lack of discussion around menopause, her insights are invaluable. She will equip attendees with the right nutritional strategies to manage menopausal symptoms effectively, ensuring aesthetic professionals are well-equipped to enhance their patients' confidence and well-being.
The Fresh Life 2024: Day 2 Recap
The content of this blog is designed and intended for the education of Healthcare Professionals.
The energy was buzzing as Day 2 of The Fresh Life 2024 kicked off on another sunny day in Byron Bay. Everyone returned, excited for another day packed with inspiration. Day 2 delivered on every level, keeping the excitement alive as attendees dove into the next wave of industry education.
As we moved into the morning sessions, Group B took seats at the Fresh Lounge, where Andrea Culligan & Franziska Iseli discussed their entrepreneurial journeys and the importance of embracing change. They introduced the concept of being “unf**kwithable” - a term they defined as a state of confidence and resilience that’s unshaken by outside criticism or conflict. The highlight was bringing audience members on stage to answer, “What would you do if you had the courage?” - creating an empowering and memorable session.
Next up, Mike Clague took attendees through his journey with skincare and aesthetic treatments. Mike laid out a straightforward approach to boosting revenue with new, impactful treatments - no fluff, just real results. He shared his top five tips to elevate patient satisfaction, from using topical insulin with microneedling for acne to themed skincare packs, upper-to-lower face toxin conversions, and introducing Sculptra for enhanced volume.
Then, David Segal shared a raw and powerful session on business challenges, recounting his journey with The Cosmetic Institute and the difficulties it faced due to media backlash that led to lawsuits and significant financial loss. This was his first time discussing the impact on his confidence and finances. David emphasised the importance of compliance, proper patient selection, and careful hiring. He noted the industry's increased regulation and competition, advising business owners to stay informed about economic trends and inflation.
After a delicious morning tea and networking, Wayne Griffiths & Louise Farrar spoke on the Art of Regeneration. They brought an exciting insider’s take on maximising skin health with smart, cost-effective treatments. Wayne broke down the science of the ART FILLER range, revealing their special combination of effectiveness and longevity.
Over in The Fresh Lounge, we heard from Jodie Fisher - who shared how Candela’s energy-based devices transformed her clinic’s revenue and client results. Jodie successfully upgraded injectable clients to high-value skin consumers. Annual spending per client jumped from $400-$1,600 to $4,000-$7,200 - even during economic downturns, and she expanded her team from two to ten.
At the same time, the Woodlands Stage heard from Casey Wolfenden & Dr Jimmy Wang who gave a comprehensive look into the Hugel range in an engaging chat, showcasing real case studies, and picking the best patients for the portfolio. The conversation highlighted the importance of proper dosing for longevity and the benefits of the brand's award-winning syringe design and sterile packaging.
Following Casey and Dr Jimmy, Freya Carlson was welcomed to talk about immunogenicity and how it plays a role in the lasting effects of different toxins, especially how the immune system can cause challenges with aesthetic treatments. She discussed her transition from different toxins in her practice, stressing the importance of product proficiency and patient safety, and shared personal experiences with antibodies, non-responders, and the challenges of switching up brands.
Then we heard from Stuart Turner and Dr Lisa Hackett, who delivered a live demo session on ultrasound techniques for facial treatments, focusing on the crucial aspects of identifying and dissolving fillers. They tackled the pesky issue of residual filler after dissolution and stressed the importance of understanding facial anatomy - particularly the buccal fat pad.
After lunch, Dr Scott Horsborough gave insights into the entire Profhilo range, and how to manage patient’s expectations of long-term results. He highlighted how the treatment boosts skin quality, smooths out wrinkles, and increases collagen production for a healthy, lasting glow. He also shared the long-term perks - like needing less makeup and enjoying skin that stays resilient over time.
While some guests attended their small group training sessions, others heard from Ben Schreenan, who gave a deep dive into e.p.t.q, and how to maintain natural results while still making a profit. This advanced filler offers exceptional lift, projection, and flexibility for various facial areas, as shown through real case studies by Ben.
Up next, Mike Clauge filled the room looking into a new toxin - Relabotulinumtoxin A. Data from 17,000+ patients was presented by Mike, showing a low rate of treatment-related side effects, and high satisfaction. Plus, it’s going to be the first ready-to-use liquid toxin on the market!
In The Fresh Lounge, the laser and skin panel - Jamal Ammar, Jodie Fisher, Maxine Figuira, Sara Lavis, and Steph Yalda - hosted an engaging conversation on Successfully Introducing Energy Devices into Clinics. The panel encouraged delegates to consider patient demographics, focusing on age and skin issues like redness, pigmentation, and laxity. A key takeaway? Set patient expectations right - aim to undersell and over-deliver for top results.
Day 2 finished off with one of the most anticipated sessions of The Fresh Life - Dr David Eccleston’s advice on choosing the right toxin - in a non-sponsored session where nothing was off-limits! He shared the historical context of botulism discovery and its link to sausages, while also covering the efficacy and tolerability of different toxins in different patients.
The second day of The Fresh Life 2024 was certainly one to remember, and we can't wait for a final epic day!
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