11 min read

Not all content hits the mark, especially in the cosmetic industry. So when it comes to cosmetic clinic marketing, you can’t just wing it. There’s a science to it, and some content just won’t make the cut. You need a strategy that’s as unique as the services you offer and the people you serve.

Here’s where our expertise comes in. We’ve been marketing for cosmetic clinics for more than a decade, and we’ve learned a thing or two about what works – and what doesn’t – for this sector. Now, we’re ready to share some of those trade secrets with you.

So whether you are just dipping your toes into the world of cosmetic clinic marketing or a seasoned pro looking to refresh your current strategy, this content creation guide will surely spark inspiration.

Best content ideas for cosmetic clinics

Nothing communicates the potency of your services like the age-old adage: “Seeing is believing.”

1. Before and after journeys (within advertising guidelines)

You can write a million words, get glowing reviews, or list all the scientific benefits of your services, but none of these can match the impact of seeing the transformative power of your treatments. Your prospective clients want to see actual, tangible results. They want proof. And nothing spells proof more like a side-by-side comparison of a ‘before’ and ‘after.’

But ensure that your before-and-after content remains within advertising guidelines. Misleading your audience with unrealistic results or using heavily edited photos not only damages your brand’s reputation but can also lead to legal complications.

Here are more tips for creating compelling before-and-after content:

Be consistent: Ensure the ‘before’ and ‘after’ photos are taken under similar conditions – same lighting, same angles, and same expressions if possible. This will give a more accurate representation of the changes.
Tell a story: Accompany the visuals with a narrative of the client’s skin journey. Highlight the initial issues, the treatments chosen and the final results. This adds an emotional component, making the content more relatable and engaging.
Get consent: Always obtain explicit written permission from your clients before using their images for marketing. Respect their privacy and understand that not everyone might be comfortable sharing their transformations.

2. Skincare routines

Skincare routines can be baffling for beginners. With the wide variety of products and treatments available now, it’s like trying to find your way around an unfamiliar city without a map.

This is where your content can step in and save the day. By creating content that explains skincare routines in a simple, digestible manner, you not only provide valuable information to your audience but also present an opportunity to showcase your products and services. It’s a win-win situation for both parties.

Here are some tips:

Craft comprehensive guides: Start by crafting step-by-step guides for different skincare routines. This could be for different skin types, times of day, or addressing specific skin concerns like acne, wrinkles, or pigmentation. Within these guides, you can naturally include your clinic’s products or services as recommendations.
Create video tutorials: Videos are a powerful tool to showcase skincare routines. It’s more personal and can visually guide your audience through each step. Plus, seeing the products in action helps to build trust and pique interest in your offerings.
Recommend personalised skincare regimens: Engage with your audience by offering personalised skincare routines based on a questionnaire or consultation. This not only promotes your expertise but also creates an opportunity to recommend specific treatments or products from your clinic.

3. Clinic tours

Let’s face it; stepping into a cosmetic clinic for the first time can be an intimidating experience for many people. The unfamiliar sights and sounds, the plethora of equipment, and the general air of clinical sterility can feel daunting. But clinic tours can break down these barriers and build a bridge of familiarity and comfort.

Offering a sneak peek into your clinic can alleviate anxieties and showcase your clinic’s top-notch facilities and professional environment.

Here are a few pointers to help you create engaging clinic tour content:

Create a virtual walkthrough: Highlight the consultation areas, treatment rooms, and any high-tech equipment you use.
Introduce your team: Show your audience the human faces behind the clinic – the front desk staff, nurses, technicians, and doctors. Let them share a bit about their roles, qualifications, and why they love what they do. This helps to build trust and a sense of familiarity.
Provide a walkthrough of common procedures: This can help demystify the process and ease potential clients’ apprehensions.

4. Educational content

Ready to ramp up your sales success rate by 131%? Post educational content. Why? Because trust is the linchpin in this equation. People tend to buy from brands they trust.

By offering valuable, accurate, and insightful information, you position your cosmetic clinic as a reliable authority in the field. This nurtures trust among your potential clients, making them more likely to choose your services over others. Not to mention, well-informed customers make confident decisions, and confident decisions often lead to sales.

Here are some ideas:

Specific treatments: Dive deep into the services you offer. Each treatment can be a topic for a blog post, video, infographic, or podcast. Discuss the treatment process, its benefits, potential side effects, and who it’s best for. Use layman’s terms to ensure everyone understands.
Specific concerns: Address common skin concerns like acne, ageing, hyperpigmentation, rosacea and others. Discuss their causes, preventive measures, and potential treatments. Create a series of content around each concern, educating your audience about their options and directing them towards the treatments you offer.

5. Seasonal offers

Staying one step ahead is crucial in the dynamic world of marketing. And one tactic that’s always worked for our clients is to have seasonal offers.

These offers are beneficial for many reasons, including

Creating a sense of urgency and scarcity: This “fear of missing out” can be a powerful motivator for conversions.
Building emotional connection: Seasonal promotions resonate with clients’ real-time experiences, helping create a more personal and emotional connection with your brand.
Boosting visibility: This consistent presence in the marketplace can reinforce your brand image and attract new clients.
Inventory management: If you have excess stock of a particular item, a seasonal sale can help move that inventory more quickly.

Two ways you can capitalise on this are by

Showcasing season-specific treatments: For instance, the winter months, notorious for causing skin dryness, make the perfect backdrop to promote intense moisturising treatments. Similarly, as the summer sun intensifies, there’s a surge in demand for sun protection solutions and pigmentation treatments.
Have limited-time offers: To add a pinch of excitement and urgency, present these season-specific treatments as limited-time offers. The ticking clock introduces a ‘fear of missing out’ element, a psychological trigger that can spur clients into taking swift action. This boosts immediate bookings and creates a sense of anticipation for your future offers.

6. Partnerships with skinfluencers!

The influence of content creators specialising in skincare, often known as ‘skinfluencers,’ is undeniably potent. Over 83% of marketers affirm the effectiveness of influencer marketing, a testament to its impact in today’s digital landscape.

Here’s how you can make the most of the power of skinfluencer partnerships:

Product reviews: Have skinfluencers try out your treatments and give honest reviews. Their firsthand experiences, shared with their followers, can provide authentic insights into your offerings.
Promotional campaigns: If you have special campaigns, launches, or events, skinfluencers can create buzz around your offerings, attracting new potential clients.
Exclusive offers: Provide skinfluencers with exclusive discount codes or special offers for their followers, such as “Use INFLUENCERNAME20 to get a 20% discount.”

If you’re new to influencer marketing, start with nano-influencers–the ones with 1,000 to 10,000 followers–and see how it goes from there. Thiry-nine per cent of marketers prefer working with this group, mainly because of the lower fees and the higher engagement they get.

7. Deals

In a competitive market, the extra incentives sometimes make all the difference. Deals and promotions are a tried-and-true method of attracting new clients, retaining existing ones, and driving revenue. Two common examples are packaged services and pre-pay sales.

Packaged services or bundling related treatments together as a package can be a compelling offer. For example, a ‘Skin Renewal’ package might include an exfoliating treatment, a moisturising facial, and a follow-up consultation.

Pre-pay sales, where clients pay upfront for a service they can avail of later, can be a great strategy to secure immediate revenue and guarantee future bookings. For instance, you might offer a ‘Pay for three treatments now, get 30% off ‘ deal, where clients can secure a significant discount by committing to a series of treatments.

Here’s how you can use offering deals to your advantage:

Set clear objectives: Whether it’s to attract new clients, increase revenue, or boost off-peak bookings, having a clear goal will guide your promotional strategy and make it easier to measure success.
Communicate value: Your promotions should not just focus on the deal itself but also the value it provides. Highlight the benefits of the services included in the promotion and why it’s a great deal.
Have time-bound promotions: Limited-time offers can create a sense of urgency and encourage clients to act quickly. However, ensure your promotions are less frequent that clients always wait for the next deal before booking.
Balance attractiveness and profitability: While your deal should be attractive enough to entice clients, it should also be priced to maintain profitability. Be mindful of your costs and price your deals accordingly.

8. Downloadable guides

The potential benefits of providing downloadable guides are manifold. One, it’s a fantastic lead generator. Visitors can be asked to provide their email addresses to download the guide, helping you expand your email list for future marketing activities.

Two, it establishes you as an expert. By providing helpful, in-depth information, you’re showcasing your expertise in the field and building trust with your current and potential clients.

Three, it boosts engagement. By offering valuable content, you encourage users to engage more with your brand. They are more likely to return to your site, share the content with others, and become clients themselves.

Four, it offers plenty of upsell opportunities. Guides can subtly promote your services or products. For example, a skincare routine guide can recommend products available at your clinic, increasing the chance of product sales.

Here are our top tips for creating a guide:

Align with your sales funnel: Each guide should cater to a specific stage in your sales funnel. For instance, a general skincare guide can appeal to top-of-the-funnel visitors just starting to explore skincare solutions. In contrast, a detailed guide on a specific treatment can target bottom-of-the-funnel visitors who are closer to making a booking.
Have it professionally designed: The look and feel of your guide should reflect your brand. Consider investing in professional design to ensure your guide looks appealing and maintains a consistent brand image.
Use clear and compelling CTAs: This could encourage readers to book a consultation, buy a product, subscribe to your newsletter, or follow your clinic on social media. Ensure the CTA aligns with the guide’s content and the stage of the sales funnel it targets.
Include contact details: Make it easy for readers to contact your clinic. Include your clinic’s phone number, email address and physical location in a prominent area in the guide.

9. Afterpay and Zip Pay types of arrangements

Providing your clients with flexible payment options can give your cosmetic clinic a competitive edge. Services like Afterpay and Zip Pay have revolutionised how consumers shop, offering them the convenience of purchasing now and paying later.

Sharing this fact helps your business in two ways:

Broader customer base: Buy Now Pay Later (BNPL) services have a substantial active customer base. Afterpay, for example, has 3.6 million active customers across Australia and New Zealand, offering your clinic potential access to a vast pool of prospective clients. Add to that the fact that its website has 500,000+ monthly organic traffic, and you have a significant opportunity to increase visibility and draw in new customers.
Higher chances of making sales: BNPL has become a preferred payment option for many. For instance, 57% of Afterpay customers said they would either switch stores or forego their purchase entirely if Afterpay was not an option.

10. Behind the scenes

As the digital world becomes increasingly saturated with content, consumers gravitate towards authenticity and relatability. They are interested in more than just the polished outcome but also in the real human processes behind the scenes. This presents an opportunity to connect with your audience on a deeper, more personal level.

Here are some ideas for behind-the-scenes content:

Preparation and process: Show the meticulous steps involved in preparing for various treatments, such as sterilising equipment or setting up the treatment room. This not only highlights the level of care that goes into each procedure but can also reassure clients about your clinic’s safety and hygiene standards.
Day in the life: Share a typical day in your clinic, from when the doors open to when the last client leaves. This gives clients a sense of the atmosphere and culture of your clinic.

Remember, the point of behind-the-scenes content lies in authenticity and fostering trust. Resist the temptation to stage or overly polish these scenes in your clinic’s operations. Genuine, candid glimpses into your daily workings will resonate more deeply with your audience and serve your brand much better in the long run.

11. Client interviews/reviews

The number of clients relying on reviews before purchasing is growing steadily. In 2014, 88% of consumers read reviews, 97% in 2018, and an astonishing 99%+ in 2021. These statistics underscore how crucial online reviews have become in the decision-making process for consumers and, therefore, how critical they are to your cosmetic clinic’s marketing strategy.

Here are some strategies to fully maximise the potential of client reviews and interviews:

Be authentic: Customers are savvier than ever, so don’t fabricate reviews. It will damage your reputation, which can be very hard to rebuild.
Promote positive feedback: Highlight and share outstanding reviews across your website, social media platforms and even email newsletters.
Use multiple platforms: Broaden your reach by featuring reviews not just on your website or Google but also on other platforms such as Facebook, Product Reviews, or even health-specific review sites.

12. Community involvement

Standing out goes beyond offering excellent services. More and more consumers are choosing to support businesses that reflect their values and contribute positively to their communities. So showcasing your cosmetic clinic’s involvement in community activities or charitable causes is an impactful way to connect with your audience on a deeper level and reinforce your clinic’s values and mission.

Here are some ways to share these endeavours:

Social media posts: Share photos from charity events, volunteering sessions, or community events your clinic has participated in. Remember to highlight the cause and why it’s important to your clinic.
Blog posts: Write detailed accounts of your community involvement on your blog. This provides more information about the cause and allows you to share your clinic’s story and values.
Email newsletters: Include a section in your newsletter dedicated to your community initiatives. This keeps your clients informed and can inspire them to get involved as well.

13. Skin care quiz

To wrap up our list of content ideas, let’s dive into an engaging, interactive approach that not only educates your audience but also keeps them entertained – skincare quizzes.

A well-crafted skincare quiz can serve multiple purposes:

Interactive learning: Quizzes offer an interactive way for potential clients to learn more about their skin type and the treatments that could benefit them. This hands-on approach is more engaging and memorable than passive reading.
Personalisation: You can offer personalised skincare recommendations by analysing the quiz results. This not only positions your clinic as a knowledgeable authority but also makes potential clients feel seen and understood.
Lead generation: You can use quizzes as a lead generation tool by offering to send the results via email. This allows you to build a list of potential clients interested in your services.

Here are a few tips for creating an effective skincare quiz:

Keep it simple: The quiz should be easy to understand and complete. Participants may lose interest and abandon it if it’s too long or complicated.
Offer value: Ensure the results provide value, such as personalised skincare tips or product recommendations. This increases the chances that participants will opt-in to receive the results via email.
Promote the quiz: Share the quiz on your website, social media platforms, and email newsletter to reach a wider audience.

Ready to start your campaign? Contact BizWisdom, and let’s create content that resonates, engages, and converts.

Inspiring Content Marketing Ideas for Aesthetic Clinics