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Psychology Behind Aesthetic Consumer Demand

Aesthetic Consumer Demand Update Part II: Psychology

As our last article pointed out, there is raw data that suggests consumer demand for aesthetics is increasing. With record levels of unemployment and several states continuing their lockdown, it begs the question: why is aesthetic demand increasing? 

Additionally, is aesthetics an anomaly compared to other industries?

Maybe not. Search Engine Land, one of the leading digital marketing publications, pointed out that businesses in even the hardest-hit industries, such as travel, have started advertising again, and this may be based on shifts in consumer behavior. We can see that “vacation” is trending up over the past week or two.

Vacation Google Trends - May 13
“Vacation” Google Trends – May 13

Still, aesthetics is unique, and we will dive into the psychology of why consumer demand may be rising in this article.

5 Reasons to be Optimistic About Aesthetics

1) People need to get back out: We’ve all been cooped up indoors with no sports and very little entertainment outside of our homes. Even city, county, and national parks have been closed!

Trapped Inside

Many people are itching to get outside and (safely) resume some level of normalcy. This starts with going to your favorite restaurant, visiting your favorite park, and even booking an appointment with your favorite aesthetic provider!

2) Our grooming habits have suffered during this lockdown: in addition to the lack of entertainment, local barbershops, beauty salons, and spas have shut down. As have med spas, dermatologists, and plastic surgeons, in some capacity. This means no haircut, no manicured nails, no massage, and…no Botox! No microneedling! No CoolSculpting! No surgery!

And with most people working from home…

3) Zoom is constantly reminding people how they look! Studies have shown that social media has played a role in an “increased acceptance of cosmetic surgery.” Why? Because people can see themselves unfiltered and the use of photo-editing software (to make you look “better”) is so accessible.

Video Conferencing Showing Your True Self

During the lockdown, many businesses have been turning to Zoom and other video conferencing solutions to connect with colleagues. Interestingly, there’s an option in Zoom to “touch up my appearance” but it doesn’t seem to do much of anything!

This means you get a front-row seat to seeing yourself as others see you, which might get you thinking about some personal beauty or anti-aging treatments.

4) Many fortunate consumers did not lose their job but have stimulus money: the aesthetic industry has always targeted individuals with disposable income. Right now, as I mentioned above, we’re facing unemployment levels that may rival the Great Depression.

However, most Americans did not lose their jobs, AND on top of that, they received stimulus checks from the government. For many, this means more “spending money,” possibly for a home repair or improvement, or possibly for some self-improvement in the form of an aesthetic treatment.

5) Doctors’ offices are some of the cleanliest places you can visit: restaurants are opening back up with safety guidelines in place. Still, it would not surprise me if many Americans, especially those with families, are a little reluctant to run out to their favorite restaurant right now. These folks may be more bullish on visiting recently opened local parks, because of the open air, but have trepidation about their kids getting on the playground equipment.

The reason for their concern is safety or the perception of safety. Aesthetic practices are different though as they need to be one of the cleanliest places you walk into. There are different health and safety standards an aesthetic practice holds itself to, much like a hospital, but without the sick people!

Washing Hands

The key here is cleanliness and the perception of cleanliness. Therefore, as you re-open we strongly suggest you clearly outline the safety precautions your staff is implementing. 

Another Vote of Confidence for Aesthetics

For what it’s worth, Mad Money’s Jim Cramer is also bullish on healthcare, including medical and aesthetic practices, bouncing back the quickest. While Cramer has been wrong about many of his stock predictions, his reasons for expecting healthcare, in general (not just as it pertains to healthcare stocks), to rebound more quickly are sound. Pent-up demand from being on lockdown for over a month is one of those reasons.

When you evaluate both the data and trends as well as the psychology, there’s a very strong case to be made that consumer demand is increasing and will continue to increase in the coming months.

The question then becomes, what will your practice proactively do to take advantage of this demand? You need a thorough game plan and a strong marketing team that can deliver results.

Here are some additional resources from Turbo to help your aesthetic practice navigate the Coronavirus chaos:

Turbo Can Help Your Practice Prepare to Re-Open and Capture Market Share

If you would like help with setting up an online store or simply strategizing about your re-opening game plan then schedule a strategy session our growth expert Sonja Vaisz. You can also reach Turbo directly at 877-673-7096 x2 and drop us a line here.

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Thursday, October 21st, 2021
8:25 am

TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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