Features

Speaking exclusively with The Harley Street Journal, Senior Aesthetician, Pegah Fakhim, discusses her holistic approach to Aesthetics and why PRP plays an important role. 

What is your role and what do you specialise in?

I am a Senior Aesthetician at Naked Health MediSpa in the Wimbledon area, where I have been working for the last 10 years. I specialise in various advanced aesthetic treatments, especially those involving skin and hair rejuvenation.

I understand that you use PRP regularly, what areas do you treat with PRP?

I do, indeed! I really do love PRP and the results it has to offer. It has become quite a popular treatment around my area and I spend most days treating patients using PRP. The treatment is so versatile and can tend to many different areas, such as facial, body and scalp regions.  

Why do you choose to use PRP for treatment? How does it differ from alternative treatments?

One of the reasons is because PRP treatments can enhance hair restoration and other cosmetic plastic surgery procedures. Platelet-rich plasma contains growth factors that can trigger cell proliferation, speed healing and stimulate tissue regeneration in the treated area. This procedure can give aesthetic improvements without the use of synthetic materials, or the risk of allergic reactions.

I choose to use PRP to treat the following conditions: 

• Anti-aging / face lifting facial
• Facial Collagen and elastin stimulation
• Alopecia
• Hair transplant post-procedure
• Hair thinning due to menopause
• Covid hair loss
• Stretchmarks
• Surgical or non-surgical scarring
• Atrophic scar management
• Acne scarring
• Rosacea
• Hyperpigmentation

 I understand that you use RegenLab’s PRP range – can you specify which products you use and why?

I use RegenLab’s RegenBCT tubes, accessories kit & their unique Cellular Matrix product, especially for facial rejuvenation treatment and volume loss.

Cellular Matrix is one-of-a-kind as it combines RegenPRP with hyaluronic acid (HA). It Contains 2 ml of non-crosslinked HA at a concentration of 20 mg/ml (40 mg total).  Also, the HA is produced by bacterial fermentation, thus free of animal proteins.

What made you choose to use RegenLab over other providers?

We chose RegenLab because of the efficacy of their medical devices, reputation and speciality in the PRP and cell therapy field. 

What are the key benefits of PRP infused with Hyaluronic Acid?

It is a match-made in heaven if you ask me! When PRP and HA are used in combination, these effects are enhanced and prolonged. HA creates a bioactive scaffold in which the platelets progressively release their growth factors, therefore, it amplifies the effect of PRP.

You have mentioned before that you have a holistic approach to treating patients; can you tell me a bit more about this?

The journey of an effective aesthetic treatment is a holistic approach. In other words, if we want to experience the ‘wow’ factor, we have to structure a treatment plan to get the best outcome.

PRP is the most natural magical compound harvested from the patients’ own blood. No synthetic material can have 100% compatibility and non-allergenic reaction. Therefore, it’s important to design a treatment plan and prepare the patient prior to the PRP treatment to deliver the best outcome leading to a more long-lasting effect.

Why is using a holistic approach important?

That’s simple – using a holistic approach has a direct effect on the treatment’s outcome and the client’s satisfaction.

Do you think other practitioners should take a holistic approach when it comes to treating patients?

I’m an advocate of a holistic approach. It’s important to listen to our patient’s requirements carefully, design a bespoke treatment plan. In addition, it’s important to educate our patients on how the holistic approach can enhance their treatments and keep the effect on-going, whilst also considering next steps such as, a maintenance plan.

Who is the best candidate for PRP?

PRP can be suitable for many people who seek advanced anti-ageing and facial rejuvenation effects. It’s a life-changing experience for people suffering with all different ailments, from alopecia and hair loss caused by menopause or Covid hair loss to, young adults with Acne Scarring and patients suffering with Atrophic scars. It really is an all-rounder treatment in that sense!

Can PRP be used as a preventative measure for ageing?

PRP is a plasma cocktail containing a very high volume of platelets, inflammatory mediators and growth factors.

Medical studies suggested that PRP can protect collagen fibres, delay collagen fibre changes, reduce elastic fibre chain scission and resist skin photoaging caused by UV rays. So, with that being said, I would say the answer is yes, it can! 

What other treatments can you use alongside PRP?

PRP can most certainly be used in conjunction with another treatment, such as chemical peels, hydra facials, micro needling, and light therapy (to name a few). 

 What is one thing you wish other people knew about PRP that they don’t already?

I wish people realised that we all have this magical cocktail in our blood and by learning how simple and effective PRP treatment is, can be the solution to many issues.

Michael Hands, UK Sales Representative for Deleo UK joins us at The Harley Street Journal to explain why clinics should consider investing in Deleo’s body layering concept. 

What is your role within the UK Deleo team and what does it entail?

I have recently been employed as the UK Sales Representative for Deleo, which involves me focusing on bringing in new business and supporting our current client base as much as possible. 

What makes the body layering concept so different to other devices on the market?

I think it is the approach of combining three treatments that compliment each other so well. Not only are you getting rid of unwanted stubborn fat, but you are toning and tightening the skin – this offers your body natural results, which are the same as a year of exercising and dieting. 

It also appeals to everyone. So whether you’re struggling with stubborn fat, or you’re an avid gym goer looking to tone the muscles further – you can do both! It’s revolutionary really. 

What innovative technologies are used to create the concept which sets it apart from other devices on the market?

The Cristal body layering concept has been created to offer a global and tailor-made approach for the body of your patients. These 3 synergistic and non-invasive technologies treat 3 layers of the body: the dermis, the hypodermis and the muscle. 

The Cristal Pro has features that are unparalleled to anything that is available on the market, and the Deleo engineers have done an amazing job. 

From a consumer perspective – and business perspective – having four different applicators working simultaneously helps with saving time and increasing optimal ergonomics for patient comfort. In addition, the applicators allow for homogeneous cooling down to -12°C thanks to patented cooling system – Cavity Cooling Diffusion System™ technology.

The Cristal Fit has the highest tesla on the market and the Cristal Skin has 3 size variety applicators to treat various areas of the body. These are just a few to name and all of the innovations are created with the consumer at front of mind.

Why should clinics invest in the body layering concept?

If they want to have the most advanced devices on the market that cater for different body types, it’s a no brainer. 

Deleo may be new to the UK but they have been the leading manufacturer of aesthetic devices in Europe for the last 11 years, and you don’t get there by not having the best products on the market. 

Can you tell me a little bit more about the three-step treatment?

Sure, the first step of the process is the cryolipolysis treatment, which is also known as fat freezing. This treatment is performed by initially freezing the fat cells – this essentially kills and drains them through the lymphatic system over the course of the next 12 weeks. 

The second stage of the body layering concept is the Cristal Fit, which focuses on toning the muscles through electromagnetic pulses, causing muscle contractions. 

The third and final step is the Cristal Skin that is a multipolar radiofrequency that is used to treat skin laxity, or saggy skin. 

How does the three-step approach affect patient outcomes?

Besides the fact that they are left feeling a lot happier and more confident about their physical attributes, it also has a positive effect on their wellbeing and mindset. 

Is the treatment more cost effective for businesses?

With the right patient recruitment in place, clinics can pay off the devices in 6 months – and when I say the right patient recruitment, I mean a couple of treatments a week. 

I understand that safety and efficacy is at the core of everything Deleo does – do clinics receive training upon purchasing the concept? If so, what does this entail?

Of course! Training is given to all clients who purchase a Deleo device. It is an extremely important part of our process as it helps educate the doctors and the therapists on the device. 

All our devices have pre-registered protocols to help guide the therapists during the treatments too and emergency buttons on all the devices in case anything does go wrong. 

Training is also available at any time for the clinics if they get a new therapist or just want a bit of a refresh.

What would you tell anyone who is interested in purchasing?

It’s an investment that cannot only make money for your business but one that has a proven track record of over 90% patient satisfaction and patient retention. The results are remarkable and the non-invasive aesthetics sector is only going to get more popular as the technology develops.

The tummy tuck, also known as the abdominoplasty, has become one of the most popular cosmetic procedures around, but did you know this procedure has actually been around since the late 1800’s? 

Thankfully, the techniques and tools used in practice have come a long way, and the procedure no longer leaves patients without a belly button. 

Here, leading consultant plastic surgeon, Hagen Schumacher from Adore Life outlines exactly how tummy tuck techniques and results have changed and improved over the years.

1800’s 

The 1800’s saw the birth of the tummy tuck, but it definitely wasn’t the tummy tuck we know today, and it often left patients without a belly button.

The main purpose of these early tummy tucks was to remove excess skin from the abdominal area to cover up open wounds. 

Hagen Schumacher comments: “As you can imagine, back in the 1800’s because this surgery was used to help the critically injured, it didn’t focus on cosmetics and surgeons believed it was nearly impossible to perform a tummy tuck and keep the belly button intact.

Fortunately, this changed relatively quickly, and by the early 20th century, we started to see the makings of the tummy tuck we know today.”

1900’s

In 1905, plastic surgeons in France discovered a way to make the tummy tuck procedure smoother, and a lot more sophisticated, whilst leaving the bellybutton intact. 

They discovered that by simply changing the incisions, they could preserve the belly button and make the overall process much smoother for both the patient and the surgeon.

“By using vertical and horizontal incisions to create small flaps, rather than creating one large horizontal incision across the entire abdomen surgeons were able to leave the bellybutton intact. 

However, it was still not a very common procedure and again was primarily used to treat wounds during the first World War.

The modern version of tummy tucks was popularised by Brazilian plastic surgeon, Ivo Pitanguy in 1967 who used it initially to treat hernias, which resulted in a bulging belly. 

It then became the cosmetic procedure of choice for recontouring the abdomen. Doctors began to realise that the procedure resulted in a smoother, tighter appearance of the abdomen, therefore paving way for the modern tummy tuck techniques we see today.  

Today

The tummy tuck has come a long way since the 1800’s. Not only is the procedure much safer, with better results – it has also dramatically cut down on healing and recovery time. 

Here are just a few notable advancements in the modern tummy tuck.

Drain-Free Tummy Tuck

“More traditional versions of the tummy tuck use a drain to prevent internal fluid build-up (or “seroma” in medical terms) both during and after surgery. However, this makes for a very complicated recovery, and the patient will need to empty the contents of the drain regularly before it is removed which is a highly unpleasant experience. 

The drain-free tummy tuck relies on less undercutting of the skin and uses a layered suture technique, which eliminates the need for surgical and post-surgical drains by leaving minimal extra space for fluid to build up. The result, a less complicated recovery.”

The Mini Tummy Tuck 

“Previously, no matter how much excess skin you had, you would have to undergo a full tummy tuck in which to remove skin between the pubic hairline and the belly button. Now, we can perform the mini tummy tuck, also known as the partial abdominoplasty, where plastic surgeons use a much smaller incision to tighten small amounts of excess skin below the belly button.”

Mummy Makeover

Modern day tummy tucks are also used alongside other cosmetic producers, including breast augmentation and liposuction for the ‘mummy makeover’ which restores the shape and appearance of the body following childbirth. 

“A skilled plastic surgeon can perform multiple procedures at once. This means the patient will only require general anaesthesia once and have one single recovery period. However, because of the longer operating time, there is also an increased risk of complications.”

Belt lipectomy or 360°

“This revision of the tummy tuck not only smooths the tummy,  but also lifts the thighs and buttocks. The tummy tuck scars are extended all the way around the back resulting in the removal of a belt-shaped strip of skin and fat that is often difficult to lose through diet and exercise.”

Advancements in tools and techniques have paved the way for the tummy tuck we know today. Now the tummy tuck is one of the most common procedures in cosmetic surgery, and it can be customised to meet the patients’ specific needs and goals.

In recent years, we have seen PRP treatments rise in the popularity ranks once again. With technological advancements and new data aiding the success, the results also speak for themselves. Being able to target multiple problem areas, whilst in conjunction with other treatments, there is no doubt why PRP has become a favoured treatment all round, for the patient and practitioner. 

Cosmetic Doctor, Ryan Hamdy, is an expert within the industry who primarily practises non-surgical aesthetic treatments – such as PRP. While owning his own clinic and training academy and working with various companies such as RegenLab as a consultant and trainer, he is also well versed in the world of PRP. 

Dr Hamdy comments:  “I have been using PRP for about 10 years now. I initially started using PRP as an aid to post-ablative laser healing but more recently have become an advocate for its use in dermal regeneration and rejuvenation. 

I certainly felt in the early days of this technology that firm data on the efficacy of PRP was lacking. However, this is no longer the case given the number of high quality studies and publications available.”

While Dr Hamdy has been using PRP for many years, there was a period of time he noted that he stopped due to lack of data and studies. Now, it is clear that studies are more robust and PRP does in fact make a difference to patient outcomes. 

An easy to use and safe treatment can make PRP sound like a dream treatment for clinics and patients alike, however often the question can be ‘which provider to use’?  

From his own research, Dr Ryan Hamdy chose to invest in RegenLab products. “I chose to use RegenLab largely because of their commitment to research and education in this field and their ongoing product development.”

RegenLab’s proprietary technologies have been used to treat over 2 million patients in a variety of therapeutic fields (musculoskeletal, dermal, wound care, and intimacy), resulting in over 120 research projects. Their expertise and knowledge make them market leaders within the field of PRP. 

Dr Hamdy comments: “The main reasons I use RegenLab products is because of their quality and ease of use. The process, from taking blood, transferring to a test tube, centrifuging and finally administering are standardised, resulting in less chance of errors.”

With that being said, PRP on a whole has an array of benefits for the businesses and consumers.  Dr Hamdy adds: “PRP has multiple applications both in aesthetics and mainstream medicine. It is widely used in the fields of orthopaedics, genitourinary medicine as well as dentistry and veterinary surgery. The platelet rich plasma used is rich in multiple growth factors which orchestrate tissue regeneration and accelerated healing.”

While PRP is growing in popularity, there is still a lot to be done on educating the end-consumer who often are still unaware of the treatment itself and the benefits. Dr Hamdy expresses that it would be fantastic for more patients to be aware of this form of therapy and the multiple benefits it confers. 

“The benefits include ease of use and simple treatment protocols as well as less risk of blood borne infections. Patients consider this a very safe treatment with little or no risk of adverse reactions.”

On the plus side, Dr Hamdy comments that more patients that visit his clinic are becoming increasingly more aware of this form of treatment and are looking for alternatives to traditional injectables such as toxin and filler.

We are now seeing more celebrities and high profile individuals who are having PRP therapy – this without doubt raises the profile of regenerative treatments. In addition, RegenLab and The Biobridge Foundation’s commitment to on-going education and study in this field means that more practitioners are turning to this form of therapy and in turn promoting this another treatment option for their patients.

Treatment areas include the face, periocular area, neck, chest, hands and scalp. Dr Hamdy adds: “I view PRP as a treatment that can be combined with a number of other modalities or technologies. It combines well with laser, skincare, skin needling, LED (to name a few).

Most patients would benefit from a course of treatments and results will often take a few months to evolve fully whether it be scar, stretch mark remodelling, improvement of fine lines and wrinkles, or hair regrowth and stabilisation.”

Another great advantage of using PRP is the way in which it can treat the area around the eyes, compared to alternative treatments. Dr Hamdy particularly loves this method of treatment. “I use PRP around the eyes a lot in my practice. We are aware that HA fillers in this area are not without potential issues and a lot of patients will not be suitable, whether they are prone to swelling /oedema, or have thin or lax tissue in that area. 

I find PRP an interesting and effective treatment in this area. Depending on which medical device is used, PRP can be used as a filling agent or as a collagen/elastin stimulator in this region.”

So, is regenerative medicine the future of Aesthetics? Dr Hamdy suggests: “The field of regenerative medicine is fascinating and growing very quickly. I think the way we practice in the future will be very much multimodal. Toxin and fillers will continue to have their place but the use of PRP or stem stell therapy will undoubtedly complement these. How we practice in 10 years time may well look very different to what we do now.”

In recent years, subscription and referral models within business have grown exponentially. 

Done correctly, they can lead to higher revenue, better retention, and stronger customer relationships. 

Here, David Standing, CEO of Revolution Health explores why subscription models are a powerful tool for growth and acquisition within the wellness industry, and why it might work for your clinic. 

The Revolution

To understand the opportunity presented to clinics, we must first understand the technological advancements, and consumer behaviours that have led to an undeniable growth in subscription services. 

20 years ago, the thought of having your weekly groceries delivered to your door at the touch of a button was absurd, let alone your repeat prescriptions. Nowadays, thanks to the introduction of smartphone apps these services have become embedded into daily life.  

Now subscription models mean you can subscribe to just about any service at the touch of a button, and have your product delivered right to your door at your convenience. 

For the customer, subscription-based models allow for complete flexibility. In business, it encourages customer loyalty and provides a predictable and steady stream of revenue, which is particularly helpful in slower months like January.  

How it works in Wellness 

For any clinician, the main limiting factor you face is time. Despite endless hours of planning and trying to achieve your goals, most of your week is spent with patients which naturally leaves very little time and resources to dedicate to growing the business and increasing profitability.

As clinics were forced to close during the pandemic, clinicians began to realise just how much revenue is pinned upon patients. To generate some additional income, clinicians had to offer online consultations, and rely heavily on selling tangible products like skincare lines. 

A subscription model focuses on customer retention. Rather than selling a singular product or service, your patients will have ongoing access to the products and services they want by paying a set amount each month, quarter, or year, depending on preference. For you, the clinician, you are guaranteed a more consistent, and predictable cash flow and commission.  

Another key benefit is stock keeping. Selling singular products relies heavily on having stock readily available to hand to your patient. With subscription models, the product is shipped directly from the manufacturer to your patient, so you don’t need to keep stock in the clinic, besides sample products that can be used to introduce your patients to the product. 

The Starting Point – Referrals 

First, identify your product. Your product should be something you are passionate about that aligns with your overall product and service, and something that your patients are likely to respond to.

There are plenty of wellness subscription partners available whose products will suit your offering and patients perfectly. Once you have selected one, it’s time to look closely at your patient and start thinking of referrals. 

When you see a patient presenting certain symptoms or concerns you can refer them to that subscription partner who will be able to identify the exact products or service to help that patient.

Now, because you likely already know your patient and their individual concerns, they will trust your opinion, and you will be best placed to explain exactly why and how the product will help and be there for your patient throughout their journey. 

For the patient, they have access to a product plan that is tailored specifically around their individual needs. For you, that customer is retained and for you have a secured source of revenue for as long as that customer remains subscribed. 

In recent years I have noticed that supplement-based subscriptions work very well amongst consumers. Everybody takes a supplement to some degree whether it is a multivitamin or a specific mineral to target a concern, but it is rarely identified if the patient really needs that supplement, and how long they should be taking it for. 

With subscription-based supplement models, such as Zinzino and BioID Health, the patients’ individual needs and deficiencies are identified through a simple blood test before a prescription is supplied by a trained medical professional. This ensures the product the patient receives is tailored to suit their needs, in the correct dosage with clear instructions. 

The Road Ahead 

When we think wellness and healthcare, we think curative care. However, a big part of that also includes preventative care such as routine check-ups, blood tests, scans, and nutrition – all of which lend themselves perfectly to subscription billing. 

Ownership is a thing of the past, and if the pandemic has taught us anything it’s that steady predictable income and customer retention is key to a thriving business. 

it is time for the wellness industry to take a plunge and make subscriptions the default model to boost revenue and build better long-lasting relationships with your patients. 

For more information on subscription models and how to incorporate them effectively into your business, contact David Standing at DavidStanding@accordantpartners.co.uk.

Pull Out Box

Over 15 years ago, Dr Martin Kinsella, a hormone and aesthetics Doctor opened his first clinic in Cheshire. Through implementing a subscription service and investing in products he was passionate about, Martin has managed to successfully grow his business and now has four dedicated sites, including Knightsbridge and Mallorca that specialise in a range of services from dental services to aesthetic and cosmetic treatments. 

Over the years, Martin noticed that time was a limiting factor in his business progression. He said: “I was looking for residual income to help grow the clinic and investment opportunities that I was passionate about, and that would benefit my patients. 

To start off with, it is a low capital investment, and the rewards speak for themselves. I was able to recuperate my initial investment back from subscription fees in just 4 weeks, and there is thousands of pounds worth of additional income each month just from patient subscriptions. I don’t need to worry about stock on the shelves, and there is no direct cost of sale, just commission.

I whole-heartedly agree that subscription-based models are the future to growing a sustainable business, particularly within the wellness industry and I encourage businesses to look into it if they want to succeed long-term.”

The social media world is changing thanks to TikTok. We look at how clinics across the UK can utilise the app to attract Gen Z customers and increase treatment revenue.

The history of TikTok

Although TikTok gained popularity during the Covid-19 lockdowns, the platform has since grown in popularity and is now a key player in the social media market for attracting younger clients to clinics.

It may sound odd, but the video-only platform’s reach is undeniable, with an amazing one billion users using the app each month all around the world. 

Carl Frascina, Founder of CCF Media says: “TikTok is the most significant marketing breakthrough I’ve seen in the last decade – a platform dedicated solely to video content that promotes authenticity and empowers smaller producers.

It has the most intelligent algorithm, which means that each consumer’s ‘for you page’ (FYP) is frighteningly accurate, and the material you enjoy generating can be discovered by individuals like you.” 

This platform also continuously displays fresh content from accounts that people don’t follow, giving you a better chance of appearing in the feeds of potential clients than you would on Instagram.”

What kinds of videos do well on TikTok?

Because “fun” is such a crucial aspect in what should be created on TikTok, it differs from other social media platforms; yet, your messaging must be consistent and true. Mixing dancing videos and challenges with another one with a trending filter and then an instructional piece, for example, won’t work since it’s too chaotic.

The app’s #LearnonTikTok campaign (which highlights the finest of TikTok learning) has gained a lot of traction because so many creators have seen their hacks go viral. So, is there a home hack that your clients could use in between clinic visits? Or is there a widespread skincare myth you’d want to debunk? These are the types of videos that people save and share, resulting in additional views.

Encouraging clinics and practitioners to spend time studying popular ideas that are trending on the app in order to figure out what fits with their brand story is important. The “transformation” trend is now doing exceptionally well on the platform in the fashion, make-up, and real estate sectors, but it may also be a viable option for aesthetics.

TikTok lets you make ‘match cuts,’ which are a fantastic way to display before-and-after outcomes by using pieces from one scene in the transition to the next. As a result, you may have some fun mixing and matching cut photos of clients before and after treatment. On the platform, simple storytelling paired with popular music works wonderfully.

What should the length and frequency of my TikTok videos be?

Because TikTok is still in its early stages, there isn’t a precise answer to how often you should publish, but TikTok recommends posting three videos per day to encourage more views and for the algorithm to distribute it to the FYP. However, because this isn’t your regular work, it can be difficult to devote the time.

Frascina advises: “There should always be a beginning, middle, and end to any video content. Aim for videos that are 15–30 seconds long (for doctors/clinic owners) and up to one minute long (for educators), and always shoot in a vertical style with beautiful lighting.

Also, if you’re photographing post-treatment content of a patient, make sure the light source is behind you and your subject is in the centre of the frame. I’d just use text if it offers value, and I’d only use three to five hashtags linked to your brand’s niche in the caption.”

On TikTok, how can I measure success?

Now comes the tough part: you’ll want to know how many people are seeing, enjoying, saving, and sharing your material on the platform, but you’ll also want it to translate into bookings. But it’s not that easy — brand exposure is a huge component of what TikTok can offer.

“It’s understandable, and it does occasionally convert to sales,” adds Frascina, “but developing content for this platform needs to be regarded in the same way that we see print ads and billboards — it’s about exposure, but now with the extra capacity (of customers) to buy or book straight via their phones.”

Before you get started, it’s wise to build a bank of material, so that when you do start advertising and people click on your profile, they can watch a number of videos and acquire a feel of your brand.

Social media is one of the most effective ways to reach your target audience. It allows you to showcase your expertise, build relationships, attract new patients, and help them to make informed decisions. 

However, running a clinic requires work, so it is easy to let social media slip to the bottom of the pile. Here, Steven Bartlett, a Social Media expert from CCF Media, explores why building a successful social media strategy is important and how it will work for your clinic. 

Why Social Media Matters

The internet is full of mid-leading information, but did you know, over 40% of consumers say that they rely on social media to make decisions about their healthcare?

As the experts in your field, your social media should provide correct, up-to-date information to help potential patients make informed, and safe decisions. 

Done correctly, social media is a very powerful tool. It helps build trust with your target audience, demonstrate your expertise, and thought leadership, showcase your facilities and achievements and ultimately enhance your clinics reputation. 

Your social media doesn’t need to be ground-breaking, all you need to do is be clear about your goals, establish how social media can help, and keep on top of it.  

Align your Goals

Start by asking yourself ‘what are my business goals for this year?’ Establishing your goals will help you define your social strategy and show you how much time and energy you will need to dedicate to your campaigns. 

Be realistic. If your goal is to increase brand awareness, try to avoid publishing too many promotional messages, instead focus on showcasing your values and personality. 

If your goal is to grow your audience, focus on finding new ways to introduce your clinic. Have a pulse on relevant conversations and engage.  

Choose the Right Platform

Remember, not all social media channels will work for your facility and there is no point trying to maintain a presence on a platform that isn’t contributing to your end goal. 

Understand the types of content shared across each platform, pay close attention to what platforms your target audience are most likely to engage with, and what platforms your competitors are using to promote their services. 

Check your Profile 

This step is very important. The information on your profile is what your patients will see first. They need to know who you are, what type of clinic you are, the services you offer, and your location. 

Make sure you implement a clear call to action, so patients know the best way to reach out to you. 

Take advantage of cover photos to showcase your facility. Whilst your profile picture should your logo, you could be a little more creative with your cover photo. Why not try a cover video that shows your clinic, or services? 

Make sure any text in your photography is visible, and you are using high-resolution images throughout.

Know your Audience

This links back to choosing the right platform, but try to understand your audience. Think about what their habits might look like, the type of content they engage with, and even the time of day they are most likely to consume content. 

Understanding your audience will help you determine the type of content you post, how frequently you post, and even your tone of voice. 

Content is key

It’s sometimes easy to fall into the trap of posting every day, just because you planned to or feel like you must. In truth, you should focus on quality, not quantity. 

Whilst consistency will help to grow your audience, there is a fine line between sharing, and overdoing. If you post too much, you risk your audience becoming bored, if you post too little your audience may just forget you. Aim to post around three times per week, but ensure your content is quality. 

Try to provide useful, and shareable content that aims to inspire and educate your audience. If your audience feels like they learn something from your content, they are much more likely to follow and share your content, which is crucial for the algorithm. 

Try to mix up your content a bit to keep it fresh. Try to use a mixture of still photography, videos, reels, lives, and infographics. Don’t be afraid to promote new content in your stories, this is another way to reach your target audience, and get them to pay attention. 

Remember, your content is what keeps your audience engaged, and it allows you to showcase the different elements of your clinic. 

Don’t be afraid of Hashtags

Hashtags are there to help users filter content and find exactly what they are looking for. Research relevant and popular hashtags for your clinic and add them to your posts. Again, this helps build brand exposure and helps you to join in with relevant conversations. 

Be careful though, try not to use too many hashtags, and make sure they are quality ones that directly relate to your clinic and services. You could also try experimenting with geotags to pinpoint your location. 

Keep your Tone uniform 

Try to make sure your content is uniform, and you are using the same tone of voice throughout. Try to be informative, yet don’t be afraid to let your clinic’s personality shine through. 

If you have a specific colour used throughout your clinic, reflect that by using it within your posts. Not only does this help to keep your content looking clean, but it also helps your audience to identify you. 

Stay Engaged 

This part can be tricky when you are juggling a lot of plates, but it is important to engage with your audience. 

Pay close attention to post comments and direct messages and respond to them as soon as possible ensuring you are answering questions and providing useful information. This helps to build your reputation and instil trust. It also helps potential patients get to know you. 

If you spot any conversations happening on other pages where your clinic could help to add value, don’t be afraid to comment and share your opinion. This helps your clinic to stay visible and get build your brand exposure which in turn may help you generate more leads. 

Social media is one of the best ways to keep in touch with your patients and attract new ones. But it is important to remember that Rome wasn’t built in a day, it takes time to build a successful strategy and start seeing the benefits. Set small, manageable goals, be consistent, and don’t be afraid to get creative.

The ‘ideal body shape’ for women has evolved almost as frequently as fashion trends throughout the decades. In some cases, the definition of the ‘perfect woman’ over the years is startling and reveals a lot about popular culture at the time. 

Despite the host of fad diets, weight loss pills, and celebrity idols promoting unattainable body standards, in 2021 we’re still seeing much of the same.

Here, two leading experts take us on a trip down memory lane to marvel at the variously ludicrous expectations of the feminine image throughout history, and what to expect for 2022. 

1910’s

The Gibson Girl was the “it girl” of the day. 

In the early 1900s, illustrator Charles Gibson was the equivalent of today’s fashion photographers. His fantasy lady, who was featured in high-fashion magazines such as Harper’s, swiftly, rose to prominence as the Beyoncé of that era. 

The defining appearance was a show-stopping feminine body in the shape of a looping figure-8 owing to a super-cincher corset, which women raced to replicate. 

Andre Fournier, Co-Founder of Deleo comments: “This particular era is not too dissimilar to what we have been seeing in more recent years, with the likes of Kim Kardashian and Jennifer Lopez both sporting the perfect hourglass figure, with a cinched waist that females everywhere flock to replicate.”

Hagen Schumacher, a leading consultant plastic surgeon at Adore Life adds: “In the 1900’s, a woman’s only option to achieve the desired shape was to wear a corset, which despite being wildly uncomfortable, were incredibly dangerous. 

Made from a stout fabric, with bone or metal inserts, they fastened very tightly at the front with hooks and laces. Whilst they were effective in cinching the waist, they were often laced so tightly that they restricted breathing, causing the woman to faint. They also compressed the abdominal organs causing poor digestion and even permanent deformity.

Thankfully, nowadays technology has advanced so far that the risk implications of achieving a particular body shape has massively reduced. 

To achieve that hour-glass shape, liposuction is one of the most popular and safest procedures on the market to achieve a narrower waistline. A buttock and thigh lift with a circumferential scar is also becoming increasingly popular. This can be performed on its own, or together with an abdominoplasty as a lower body lift. 

There are also fat transfer procedures which have been popularised today by the likes of Kim Kardashian. Although these procedures can be performed safely, several fatalities have led some plastic surgeons to approach with caution. 

Because plastic surgery carries complication risks like any other surgery it is important to discuss with a reputable plastic surgeon which procedures can achieve the desired look safely.”

Fournier explains that there are even safe non-invasive body-layering treatments available. 

He says: “Unlike before when women were causing damage to vital organs through super-cinched corsets, we now have devices such as Deleo’s body layering concept, which can refine, tone and firm up where efficacy and safety are at the core.”

1920’s

Wave goodbye to those towering curves and welcome in the ‘flapper’. Unlike the static beauty of the previous decade, the flapper is always moving. Gibson’s accentuated curves have been replaced with smaller breasts and hips.

Fournier adds: “In the media at the time, you would notice that an individual’s waistline moves several inches below the navel in fashion, necessitating slender hips. So, for those women who did have love handles during this period would have found it particularly tough to meet those unattainable beauty standards, as the fat in this particular area is extremely stubborn.”

While the trend had drastically changed from the previous decade, the flapper still had sex appeal; it’s only that the emphasis has migrated below to the legs, where a shorter knee-length hemline revealed the flash of a garter while executing a ‘shimmy’.

Margaret Gorman, the inaugural Miss America in 1921, embodied the ideal of the day. Her 5-foot-1, 108-pound physique was a whopping 180 pounds less than it had been during the Gibson period.

1930’s

Individual’s up-beat spirits and hemlines both fall following the stock market meltdown. Dresses are now draped on the bias for a more modern look. Translation? A slimmer and less ‘boxy’ look. 

Fournier adds: “There’s a hint of shoulder and the natural waist (around the belly button) returns. The favoured flat-chested appearance of the 1920s gives way to a tiny bust-line.” Probably owing to the invention of a new bra-cup size during this time period. 

Hagen adds: “This decade marks a transition from the streamlined, slender appearance of the 1920s to the curvier 1940s, as the media welcomes a somewhat more voluptuous shape.” 

Actress Dolores del Rio for this time was idolised for her ‘warmly turned’ and ‘roundly curved’ figure during this time. 

1940’s

Military shoulders (wide, boxy, and aggressive) have become fashionable since World War II with emphasis particularly on angularity. With names like “bullet” and “torpedo,” bras have a pointed aspect as well.

Hagen says: “Half a decade later, these were made popular again by Madonna on her Blond Ambition Tour. While this might appear bizarre from today’s viewpoint, it recognises the role of the nipple in achieving a desirable breast shape. Modern procedures to modify the nipple shape include augmentation with fillers or fat, surgical reduction, correction of inverted nipples and surgical reduction of the surrounding areola.”

All of this results in the current look: a long-limbed, taller, and squarer figure. 

1950’s

Welcome to the age of the pin-up. The ideal body type reaches Jessica Rabbit dimensions in the 1950s, with Marilyn Monroe famed as an iconic sex symbol.

Hagen comments: “Following the angularity of the war and rationing, gentle voluptuousness was sought after, and women with bigger breasts and fuller hips became more desirable.

The desire for larger breasts led to doctors experimenting with sponge implants that were inserted into women’s breasts for a fuller bust. Marilyn Monroe is rumoured to have undergone this procedure.”

Weight-gain pills like Wate-On were even recommended to thinner ladies in ads to help flesh out curves.”

1960’s

In the swinging 1960s, the pendulum swung in the other direction. Now, being skinny is trending and icons such as Twiggy and Jean Shrimpton embodied the new ideal.

Fournier adds: “It’s interesting to see again how the ‘ideal body shape’ has changed so drastically here where now suddenly being super-slender and petite is the new trend. Again, during this time technology wasn’t as advanced as it is today, so to achieve that ‘perfect figure,’ women would solely rely upon diet and exercise.”

As time has evolved, we’ve realised that it is almost impossible to spot target weight loss, and there are naturally areas of the body where we hold more stubborn body fat. With a little help from devices, we are now able to target those specific areas to help tone, and firm the body.

1970’s

This decade was a wild one. Whilst women worked hard to maintain a slim-hipped, flat-stomached physique to pull off the bellbottoms at the discotheque, Plastic Surgeons moved to the forefront of the medical profession.

Hagen comments: “Whilst plastic surgery was reserved for Hollywood’s elite, procedures such as breast augmentation, rhinoplasty and face reshaping gained popularity and celebrities such as Betty White secretly went under the knife.”

Fournier adds: “Whilst the general body shape of this era remains slim, particularly in the torso, we do start to see the return of some curves as women try to add shape to the popular tight spandex outfits.”

1980’s 

The supermodel takeover! Women like Elle MacPherson, Naomi Campbell, and Linda Evangelista, who dominated the media and music videos of this decade, led the stampede off the runway and into the heart of pop culture.

Jane Fonda, a fitness pioneer, ushers in an era of fitness in the 1980s. Aerobics and running become popular, and women’s muscles become acceptable and attractive for the first time.

Hagen adds: “For men, the body building look set new standards as exemplified by Arnold Schwarzenegger and Sylvester Stallone.

Elsewhere, plastic surgery often led to an overcorrected appearance such as Michael Jackson’s ever-changing nose and facelifts could result in a ‘wind-blown’ appearance. Thankfully, as techniques advanced, they became a lot more natural looking with techniques such as the SMAS facelift which focuses on lifting saggy tissues instead of pulling the skin.”

Fournier adds: “The 1980’s was a time where taking care of your body health was important with women actively taking part in more exercise and eating well.”

1990’s

During the 90’s, the androgynous style was fashionable, and the so-called heroin chic movement idolised an extremely slim body form, angular bone structure, and pale complexion.

Hagen explains that in the US alone, cosmetic procedures were only growing in popularity, with over 5,000 registered plastic surgeons working to help celebrities achieve their desired look.

“Beauty standards in the 90’s saw an uplift in liposuction procedures, as celebrities strived to achieve the super slender look honed by Kate Moss on the catwalk.” 

Fournier adds: “During these years, Kate Moss was definitely small and slender for a model, even by professional standards, at 5’7″. In contrast to the female fitness pioneers emerging from the previous decade, the ‘heroine-chic’ model look was hugely different. 

2000’s

The 90s’ pale, gaunt, glassy-eyed image is a thing of the past. As we arrive in the noughties, we begin to see the emergence of chiselled washboard – think Peter Andre.  

Fournier comments: “Visible abs ruled the noughties with the likes of Christina Aguilera, Peter Andre and Britney Spears dominating pop culture around that time.

Hagen adds: “Unfortunately there is no ‘quick fix’ to achieving washboard abs, and Abdominal etching was the way to go, particularly for men. Abdominal etching heavily relied on liposuction to remove body fat and reveal muscle. Of course, the success of this procedure depended on a healthy diet to keep off excess body fat.”

Fournier adds: There is no such thing as a fast fix for six-pack abs. Discipline and a dedication to clean, nutritious diet as well as frequent exercise, including cardio and weight training, are required. Even then, there is no certainty that you would be left with abs by the end of it, due to stubborn fat. 

Now, we have the likes of our Cristal Fit device that revolutionises body contouring and aims to build up the silhouette by toning and sculpting the muscles. If only that was around in the 2000’s!”

2010’s & 2020’s

Booty bonanza, in a nutshell. This decade made a significant impact on the changing landscape of women’s body image. 

The rise of social media influencers sees a large increase in desiring that ‘bootylicious’ figure. Kim Kardashian and Nicki Minaj are at the forefront of pop culture, and we see a real shift in attitude towards aesthetics treatments as people strive for that ‘perfect’ Instagram body.

Hagen comments: Nowadays, the beauty standards of today are simply impossible. Social media is dominated by filtered images of influencers promoting an impossibly tiny frame, with larger hips and breasts. Naturally, this body type is next to impossible to achieve, and celebrities rely heavily on cosmetic procedures and filters.

Procedures like the BBL (Brazilian Butt Lift) and CoolSculpting have become increasingly popular, but unfortunately, they do not come without risk. Currently, the BBL is one of the most dangerous procedures to undergo, with a mortality rate estimated at 1 in 3000 to 5000, the highest in any cosmetic procedure.”

Fournier adds: “Sadly, social media has heightened the desire of needing to look like these Celebrities which has increased beauty standards and drove people to seek treatments to achieve the desired body.

Advancements in technology means non-invasive treatments, such as our body layering concept are completely safe, and can help you achieve your desired look with minimal downtime. Body layering is built with three fundamental functions to help with tonicity, volume and firmness.”

What to expect in 2022

Hagen says: “I think 2022 will see the return of more ‘natural’ beauty. Unrealistic beauty standards which have been heavily determined by filters and social media images are hopefully returning to a more natural appearance, and recent cosmetic surgery trends show a drive towards enhancing existing features instead of creating an artificial look.”

Andre Fournier adds: “I think another big trend this year will be this notion surrounding body positivity, which combines both mental and physical health. 

Individuals are more conscious of not only looking good but feeling good and I think the focus will be more towards adopting healthier lifestyle habits, building confidence and practising ‘self-love’. By doing so, I really feel society will become more acceptant of all body shapes and sizes.

While nutrition and exercise are both beneficial to a healthy lifestyle and weight loss, the ultimate result might be disappointing at times. There is rarely a remedy on the market that can assist you to address all three areas of concern, whether you have sagging skin, obstinate fat, or a lack of muscle. 

This is why we created our body layering concept which is built in with three fundamental functions to help with volume, tonicity and firmness – to enhance your natural shape, rather than changing it completely.”