.webp)
Running an aesthetic clinic is not always a bed of roses. Sometimes, it also stings when you try to pick them up. Economical changes, environmental challenges and market shifts can turn everything upside down.
Having mentioned these, what about seasonality and all the changes stemming from it? Are there any or is it just a myth? Well, as much as we’d like it to be a story untold, as the seasons change, so does the flow of clients in aesthetic clinics. The ebb and flow of busy periods versus slow seasons is nothing but a natural part of running an aesthetic business.
These periods might be easy to get discouraged, feel down and a bit powerless. However, there are plenty of strategies practitioners can implement to boost one’s clinic and keep revenue flowing in even when things seem slow.
1. What Seasonality Is and Why It Matters (Does It Matter?)
Seasonality refers to the fluctuation in customer demand that occurs predictably throughout the year. It’s nothing new or exceptional, as every single practice, whether aesthetic, dental or any other, goes through that at least once a year. In the medical aesthetic industry, certain times may see a surge in appointments, while others experience a lull.
Understanding seasonality is inevitable for strategic planning and improving, or maintaining, revenue potential.
There are some seasonal patterns that can help clinicians adjust their marketing efforts and promotions accordingly, to capitalise on peak periods and mitigate slower times. Such awareness allows practitioners to stay proactive rather than reactive, setting their clinics up for long-term and, in the end, improving client retention in your aesthetic business.
Factors like holidays, weather changes and societal trends all influence seasonality within the aesthetic business landscape. Nevertheless, these fluctuations can be seen as opportunities for growth rather than setbacks and that is important in terms of staying competitive in this dynamic and demanding industry.
2. What the Slow Season in Aesthetic Clinics Is
Slow season in medical aesthetic clinics refers to a period when there is a noticeable dip in client bookings and overall business activity. This could be due to various factors such as seasonal changes, holidays or economic fluctuations. During this time, aesthetics businesses may experience decreased foot traffic and fewer appointments on their schedules.
Any aesthetic business in the slow season often finds itself with more downtime, leading to potential revenue loss if not managed effectively. It can be pretty challenging for aesthetic practitioners to maintain consistent income streams during these quieter periods. However, viewing those slow seasons as an opportunity rather than a setback can help clinics stay proactive and innovative in their approach.
By understanding the patterns of the slow seasons in the aesthetic industry and planning ahead, practitioners can implement strategies to boost their business even during off-peak times. Engaging marketing campaigns, special promotions, loyalty programs and partnerships with other businesses are just some creative ways clinics can attract clients and keep revenue flowing steadily throughout the year.
3. Boosting Your Aesthetic Business in the Low Season: 5 Ideas to Do So
It’s important to remember that slow seasons are a natural part of running an aesthetic business, but with creativity and strategic planning, practitioners can turn them into opportunities for growth. And with that, let’s discover 5 ideas to boost your clinic’s presence in the slow season:
1. Offer Special Promotions or Packages
During the slow season, people may be more hesitant to spend money on aesthetic treatments. To encourage them to come in, offer special promotions or packages that provide added value for their money. For example, you could offer a discount on multiple treatments if they book them all at once. You can also create a package deal that includes a combination of treatments at a discounted price, encouraging clients to try new treatments they may not have considered before.
Moreover, you can offer referral discounts for current clients who bring in new customers during the slow season. This can help bring in new business while rewarding your loyal clients.
2. Host Events or Workshops
Hosting events or workshops is a great way to attract new patients and keep current ones engaged during the slow season. These events can be educational, such as hosting a workshop on skincare tips and techniques or they can be social with food and drinks provided.
By hosting these, you’ll create buzz around your aesthetic clinic and give people a reason to come in during the slow season. It’s also an opportunity to boast about your clinical expertise and build relationships with potential clients.
3. Focus on Social Media Marketing
Social media is a powerful tool for marketing your aesthetic clinic, especially during the slow season. Use this time to ramp up your social media efforts and engage with your followers.
Create visually appealing content that shows your services and promotes any special promotions or events you have planned. You can also collaborate with influencers in your area to reach a larger audience. What is more, you can let AI help you with your social media strategy. Choose wisely, though, as there are multiple tools that can enhance or diminish your endeavours.
TIP 💡 Don’t forget to interact with your followers by responding to comments and messages promptly.
4. Launch New Services or Products
Slow seasons are the perfect time to launch new services or products at your aesthetic clinic. This can generate excitement amongst current clients and attract new customers who may be interested in trying something new.
Make sure to promote these new offerings on social media and through email marketing campaigns. You could also offer discounts or incentives for clients, who try the new service or product during that difficult time.
5. Offer Upsells and Cross-Sells
When clients come in for treatments during the slow season, take advantage of the opportunity to upsell or cross-sell other services or products. For example, if a client comes in for a facial, you could suggest adding on a chemical peel for an additional fee. Or, if a client purchases a skincare product, you could recommend complementary products to enhance their results. You can then increase the value of each visit and potentially generate more revenue during the slow season.
TIP 💡 Be careful not to come across as forceful, always keep your clients’ best interests in mind.
