The Last Word: Gifting Aesthetic Treatments

By Lesley Spencer / 26 Feb 2018

Medical director Lesley Spencer argues in support of selling gift vouchers in aesthetic clinics

Gifting, of any sort, is most often done with love and consideration towards the person for whom the gift is intended. This applies as much to a gift of an aesthetic treatment as it would do to any other present. As we generally buy presents for those we know and love, it follows that we know and appreciate their likes and dislikes. I am a practitioner first and foremost because I enjoy my job; I appreciate the rapport built with my patients and it’s a great feeling to see, and celebrate, the final results with them. However, I am also in business and therefore must make a profit, and providing an extra point of sale through a gift voucher is a way to increase that, which is why I choose to use gift vouchers in my clinic. 

Others, however, have opposing views. The argument may be that, by making aesthetic treatments a gift, you are downplaying any risks that can occur. Clinical negligence solicitor Elise Bevan’s stance on the topic, as stated in an article on law firm Penningtons Manches’ website, is, “There is an assumption that a gift is always a good thing but people need to take medical intervention seriously and go through the whole of the education process before committing themselves.”1 In this article, I will explain why I believe using gift vouchers in an aesthetic clinic is acceptable. 

Using gift vouchers 

Although I support the use of gift vouchers, I will never issue them for specific treatments. Instead, they can be used against a treatment of the patient’s choice, which can be decided during a free consultation. For example, someone may gift a patient £50 to use in my clinic. Then, when the patient books in for a consultation, we will decide what treatment to perform, based on their concerns, and the voucher will be used against the overall cost. This ensures that the patient does not feel under pressure to book in for a ‘lip filler treatment’, just because they have money-off that specific treatment. We don’t advertise botulinum toxin as a treatment option for gift vouchers as it is a prescription only medicine (POM), however, following a patient consultation, it may be an option. 

It may be that existing patients buy gift vouchers for friends or family who have never been to the clinic before, which, in my opinion, is fine. From the existing patient’s point of view, they are recommending a clinic they know and respect, which operates to the highest standards of clinical practice. However, the gift recipient should also put their mind at ease by firstly doing some research, checking the clinic’s testimonials and accolades for example, so they can be more assured that the clinic is safe with fully trained, competent, experienced and fully insured practitioners. I personally don’t include any specific content on the gift voucher regarding treatments, instead, the recipient is required to discuss options during pre-treatment consultation. 

Patient consultation 

The patient consultation is a prime opportunity to speak one-to-one with the recipient of the gift voucher, to ensure the procedure/treatment is something the patient definitely wants and isn’t something they have been pressured into having by the buyer of the gift voucher. As well as being in the right frame of mind for aesthetic treatments, a patient should also be an ideal physical candidate for treatment, which is why a consultation is so important for patients purchasing treatment with, or without, a gift voucher. For example, if the patient is pregnant, they would likely be unsuitable for laser treatments or, if they have recently used retinoids, they may not be suitable for a chemical peel. Following the consultation, it’s important to give the patient time to decide that they definitely want the treatment – the General Medical Council (GMC) states that, ‘You must give the patient enough time and information to reach a voluntary and informed decision about whether to go ahead with an intervention’.

Guidelines 

Currently, selling gift vouchers for non-surgical cosmetic treatments is legal. However, guidance from the GMC states that, ‘You must not use promotional tactics (for example, but not limited to, discounts, time-limited deals, refer a friend offers, gift vouchers or loyalty cards) in ways that could encourage people to make an untimely or ill-considered decision.’3 Register of cosmetic providers, Treatments You Can Trust (TYCT), which works for the benefit of patients who are considering aesthetic treatments, advises that gift vouchers that cover part, or all of, the cost of non-surgical cosmetic treatments, may be advertised in the published media and also on the provider’s own website, as well as point of sale literature in the clinics. However, it must be clearly stated in the terms and conditions that the voucher is redeemable against cash should the recipient prefer, or if the recipient is not suitable for treatment.

Summary 

Personally, if gift vouchers for aesthetic treatments were ever made illegal, I would be loudly and firmly against it. Providing clinics offer thorough consultations to ensure all gift voucher recipients are suitable for the selected treatment and definitely want to go ahead, they can offer valuable business opportunities for clinics – increasing revenue and potentially gaining new patients. In aesthetics, people should, after professional consultation, be free to make a responsible and informed choice that will make them happy. By gifting vouchers for a range of treatments and procedures, patients are presented with that opportunity, which is why I believe they are a great tool for any aesthetic clinic.

References

  1. Bevan, E. ‘The Gift of Cosmetic Surgery Should Not Dowplay The Risks of Surgery’ (December 2015)
  2. GMC, ‘Consultation on cosmetics interventions guidance’ General Medical Council (June 2015)
  3. GMC, ‘TYCT Policy Statement – Advertising and Promotion’ General Medical Council (November 2015) https://www.gmc-uk. org/TYCT_policy_statement_advertising_non_surgical_ cosmetic_treatments_2015__2_.pdf_64613628.pdf


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