If you attend any of the major UK aesthetic conferences, you’ll know there are a multitude of new products and services being launched every few months. While this is exciting and demonstrates the innovation and growth of the specialty, it does not mean they will all be successful.
In my experience advising clinicians on sales, consultation and marketing, I believe there are three key factors needed to make a new product fly off your shelves. These are:
It works: it sounds obvious, but there are a lot of products claiming to be great but lacking sufficient clinical data. The product will ultimately flop when patient demand trails off as they’re not getting the results they have been promised.
Patient demand: while the product may sound good to you, will it appeal to your demographic? I’ll talk more later about assessing demand.
Patients know about it: just because you know it’s great, you can’t assume patients will too. You must commit to a multi-pronged marketing strategy if you want to see high level sales and a quick…
