We know we’ve missed a trick. By rights we should have written about PRP Therapy (a.k.a ‘Vampire Facelift’) last week, being Halloween and all.
But we’re not going to make the same mistake twice, and miss another opportunity to integrate our blog with something topical.
So this week, with the sound of fireworks ringing in our ears, we’ve decided it’s a good time to talk about Allergen’s new initiative to change the public perception of dermal fillers. It’s Project Dynamite.
About Project Dynamite
Industry leader Allergan recently decided to explore the public’s attitude to dermal fillers. Broadly, the goal was to understand people’s motivations for seeking filler treatment, as well as the reservations they might have about fillers.
They conducted extensive research, speaking to 2,000 women of all ages to gauge their opinions about dermal fillers. The findings have now been circulated, and Allergan are convinced they will revolutionise the marketing efforts of clinics and practitioners when it comes to fillers.
Here are the 3 most significant findings of their research, and what they could mean for you:
1. When women refer to filler treatment, the majority use “facial fillers” rather than “dermal fillers”
This is an interesting one, and the implications are simple. As medical professionals, we may be more inclined to refer to “dermal fillers”. But it’s important to speak the same language as your patients. When referring to the treatment on your website, brochure and any promotional materials, it is probably better to refer to the treatment as facial fillers if you don’t already. This will make your website more easily found, and your communications more relatable.
2. There’s a stigma attached to having fillers, mainly for two reasons – people are worried about them looking unnatural, and they don’t fully understand the treatment
It seems that many people need access to much more information about fillers. This represents a great opportunity for you. Fact sheets, Q&As, FAQs, videos, before and after photos, case studies, testimonials – all of these will mark you out as a great information resource. People are hungry for information on filler treatment, so use your website and social media channels to give them plenty of useful information and assuage their fears.
3. Women today feel more positive about ageing, and ageing well is more important than looking young
Of the women Allergan spoke to, only 20% said they wanted to look five years younger. However, 41% said they wanted to look fresher and more radiant. This should be reflected in your marketing messages. Focusing more on the idea of fillers helping women look good for their age rather than looking younger will resonate more with your potential patients, and reflect the way they feel about themselves.
Cosmetic Courses are one of the UK’s most established training providers for medical professionals looking to enter the aesthetic industry. For more information on our dermal filler training, please contact us on 01844 390110 or email [email protected].
