As we reopen following the shutdown caused by the COVID-19 pandemic, practitioners in the field of aesthetics in particular may notice a drop in patient enquiries. Though many patients are desperate to return to their pre-lockdown maintenance routines, many more still are struggling with reduced wages and drops in household income. As practitioners are similarly struggling with the fact that we’ve had reduced or even no income over this period, we are left wondering how to attract patients, new and existing, to fill our books again. The knee-jerk reaction is to lower prices, right? Offer a ’reopening’ or ’post-lockdown’ discount? If you are considering this response I am here to persuade you otherwise. I believe discounting is a bad move for your aesthetic business, not just now, but ever.
Offering your services at temporarily lower prices may bring in patients but, in short, these will be the wrong type of patients. Discounting draws in patients who are motivated by price, and these…
