Cosmetic corner – lockdown part II
In the middle of a second lockdown, Nafisa Mughal explores what we can do to stay in touch with our patients and remain busy when practices reopen.
Here we go again… With the second lockdown in force throughout England, a sense of deja-vu and dread is rising.
We all have a shared frustration with this lockdown, which seems to have such unclear boundaries compared to March.
We are able to treat people within dentistry, a much higher risk area when compared to aesthetics. Logically, it makes no sense. However, the main difference cited is that most forms of cosmetic treatments are ‘non essential’. That’s where the sticking point is.
It’s come at one of our busiest times of the year within the aesthetics sector – the month before Christmas. But I can’t say it’s too surprising since nothing this year has been conventional!
Learning from part I
When we went into lockdown the first time around, it was much more unsettling and quite a scary time. This time, I feel we are more prepared.
Implementing online consultations are a great way to keep your services running remotely. Make sure your clients know that you will open as soon as possible. Promote online consultations and end the consultation with a booking for December. This way at least you have a full diary for when you open rather than trying to book them in once lockdown lifts.
There are a number of professional treatment kits that clients can use in the comfort of their own home. I market these as bridging treatments to tide them over until they can see me next. This is great because clients feel that you are still looking after them without physically seeing them. At home skin peels, and microneedling systems seem popular!
Continue communicating with your clients. You may start to see an increase in the number of unhappy clients due to an inability to follow up with them after treatments. You’ll need to wave things like two-week reviews and ‘top up’ treatments at the moment, this can lead to frustrations. The easiest way to deal with this is to sympathise with your clients. Remind them that you are equally frustrated but are simply following the rules and guidelines.
Plan reopening dates. Pre-booking, special treatment bundles and VIP Christmas slots are great to encourage people to pre book so you have a full diary to get back to in December.
Keep showcasing previous work. Remind your clients of the amazing work you have done before. Utilise social media to let them know you’re still there and ready to get back to it ASAP!
Keep them informed of any changes/upgrades you have made or any COVID protocols you have implemented. Like increased PPE, online forms, temperature taking etc. Remind them they are in safe hands and you’re looking forward to seeing them again in a safe environment.
We will get through this together
Remember, above all, this is temporary. We’ve closed our clinics before and this we experienced such an influx afterwards.
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