The aesthetic specialty sometimes seems to have a split personality – on one side is the medical, ethical approach that many of us strive to represent in our businesses, and on the other is the frivolous, extreme and often celebrity-driven ‘fad’ elements that flood our Instagram feeds. There is no doubt – thanks to social media – that we are now firmly in an era of ‘society-driven’ medicine, where public and media perceptions of our industry are locked in a symbiotic cycle; one feeding and driving the other. Like it or not, celebrity culture and the media now influence many of the trends (and patient demands) seen in aesthetic practice today, and knowing how and when to engage with this can be a critical tool to keeping your clinic ahead of the curve and driving sales.
In the past, cosmetic surgery and medical aesthetics only belonged in the realms of Hollywood and were often secretive or seen as only for the wealthy, setting those who undergo treatment apart from…
