“Personal care” businesses – aka Medical Spa and Aesthetics Clinic’s – could potentially reopen in phase three of the UK Government’s road map
(which is estimated to begin on July 4) if the infection level is low enough and the scientific evidence says it’s safe to do so.
These businesses will also have to meet the Government’s Covid-19 Secure guidelines.
Now you weren’t their highest spender or their most frequent client, but the receptionists recognised you and you had your favorite aesthetician.
You liked the place.
During quarantine, your skin started looking dull and dehydrated, and you know that some microneedling or a good facial would really help. Actually, you can’t wait to refresh your skin and feel more like yourself again!
But now that the restrictions are being eased off, you’re anxious…
You have a couple of friends who had Coronavirus and you really don’t want to catch it. You’ve been to a few stores recently and social distancing wasn’t properly maintained – you’ve vowed not to go back until there are better
arrangements in place.
You’re willing to go outside,
but only very cautiously.
This email – which popped into my Inbox recently – is entirely typical of the emails I’ve been receiving from the aesthetic clinics and med spas that have re-opened so far. They send out a warm, friendly email announcing that they’ve missed everyone and are thrilled to be welcoming their patients back…
Will patients come back into these clinics? Sure.
Some will, at least short-term – lots of people are eager to fix their skin right now.
So the clinic owners may not even notice the patients they’re quietly losing…
And the long-term damage to their relationship with their database…
You see, the golden rule of marketing is that you have to meet patients where they are, mentally and emotionally.
But since last time clinics were open, the world has moved on.
Even once the restrictions on our movement ease, many people will still be recovering from what essentially amounts to a trauma. They may have seen loved ones fall sick or even pass on. They have spent months worrying about their own health, their families’ health, their friends’ health.
Many people will still be struggling with lost income and job insecurity, ongoing uncertainty about the world economy…
They’re still reeling from being cut off from friends and family, especially those living in other towns or overseas…
Plus, many people will still be working under unprecedentedly stressful conditions, and may also be fearful of the virus and of the outside.
That means talking to them sensitively, reflecting their concerns and experiences…
Doing a ton of reassurance regarding safety standards (not just sending out a single email about this!)….
Showing them you understand what they’re going through…
And focusing on building deep, trustworthy relationships with them.
I know it’s an uncomfortable comparison, but it reminds me of bereavement. When you lose a close relative, everyone was enormously sensitive and sympathetic for a few weeks….….
And then before you knew it, suddenly everyone started behaving normally around me again.
They didn’t notice that inside I was still raw and sensitive – still mourning. I wasn’t the same person, and the kinds of conversations I would have previously loved felt hollow.
Unfortunately we can only work
with one clinic in each UK city!
– Don’t be last…
12a Marlborough Pl – Brighton – East Sussex – BN1 1WN
+44 1273 977 790