No one short of Michael Crichton in any of his books could have predicted this past year in any part of life. COVID-19 took a year to forget. This was certainly true for aesthetic practices, as everyone had to be closed for the back half of winter and most of spring.
The good news? The patients had money to burn because they couldn’t eat, travel and spend a lot of money. That way, they could afford more treatments when the practices started to reopen in late spring.
What about the new year? In this first blog of 2021, let’s take a look at what many industry professionals are expecting for this year. These trends are courtesy of the American Association of Aesthetic Medicine and Surgery (AAAMS).
No more staff available
The AAAMS said staff tended to change jobs quickly, rather than staying in one cabinet. For the practices, this created issues with continuity and with those staff members really learning various non-invasive treatments.
But many practices have closed due to the pandemic, which has increased the talent pool. This should make it easier to find competent and knowledgeable staff, and the economic uncertainty we all experience should make them more apt to stay in your practice.
As the pandemic ravaged much of the economy, there was a silver lining to cosmetic practices: Patients who didn’t lose their jobs or who just switched to working from home had a lot of accumulated savings. that they could spend on cosmetic treatments and procedures. This fueled an explosion of activity for some practices when they were able to reopen.
But for many potential and current patients, the economic crisis has taken its toll. They may have lost their jobs or seen their income drastically reduced. As things improve with the newly approved vaccines, most of these people should be able to get back on their feet in the future, but there will remain a level of financial worry.
This combination could have two effects on payments for aesthetic practices. Patients with accumulated cash will be able to pay in full in advance. But for those who have suffered a setback, the practices will need to have CareCredit to help patients spread payments over time, without interest.
No one expects a change in the number one cosmetic treatment – Botox and the growing list of neuromodulators will once again be the most popular treatments in the world. This has been the case every year since Botox debuted in the United States in 2002.
The AAAMS believes a new trend is starting, however, where the starting age of patients for neuromodulator injections is falling. It is a concept of preventive care of wrinkles. These patients will increasingly start these injections when they are between 20 and 30 years of age.
Extensive treatments for all skin tones
Beyond the virus, 2020 has been a year behind race relations in this country. For aesthetic practices, this will mean the need to focus more on including patients of all skin tones and types. The time has come for a broader offer of treatments that do not have hyperpigmentation as a side effect for patients with darker skin tones.
Additionally, AAAMS predicts that skincare offerings will embrace the different beauty images that better reflect the diversity of this country.
Continued growth of non-invasive treatments
There will always be a market for surgical procedures. After all, the first nose surgery was done in 1887, the first facelift in 1916. It’s quite a record of longevity. But this year, patients were unable to have surgery for much of the year, as elective procedures were suspended as everyone tried to figure out the number of cases of the virus that would occupy hospital beds. hospital. It has returned to normal, but there are certainly some patients who have stayed away fearing the virus.
Either way, there has been a continuing trend towards more non-invasive procedures. AAAMS calls this “an improvement, not an alteration”. Laser skin rejuvenation can tighten the skin, reduce wrinkles, and improve tone and texture without any suturing or recovery. The continued addition of procedures that seek to trigger the body’s scarring response in the dermis indicates increasing demand.
If there is any guarantee despite the gloom in 2020, it’s that people will continue to want cosmetic surgery and other treatments in 2021 and beyond. The medical aesthetics market is expected to grow by $ 5 billion to $ 6 billion over the next five years, from $ 9.4 billion in 2020 to about $ 16 billion in 2025. According to medical market data aesthetic and cosmetic surgery.
Are you going to be ready for these trends in the future? We will ensure your digital presence and your marketing. At Advice Media, we’ve been helping medical practices create and manage their digital world for over two decades. Give us a call or fill out a contact form, and let’s start helping your practice grow through these turbulent times.