Each of us has the potential to become more as a skin health professional than our license could ever reflect. As clinicians, we have the unique opportunity to change the way a person thinks about themselves — to help improve their self-image and self-esteem. Whether specializing in relaxing facials, makeup application, hair removal services or chemical peels, we all have the ability to make someone feel better about themself. Many facilities offer these treatments; therefore, the true value of the services you provide comes from you and the level of expertise you bring.
Careers are made, not given to us, and it is our responsibility to seek out new opportunities to better our professional knowledge, level of patient care and, ultimately, our credibility within the industry.
Many consumers are unaware of our scope and the level of treatment we can offer. In 2011, I conducted a quick survey in an international airport with 20 women. My first question was, “What does an aesthetician do?” Of the 20 participants, eight said they did not know, nine said facials, two said waxing, and one said that they put people to sleep before surgery (not quite, that is an anesthesiologist). It was immediately clear to me how little the basic consumer knows about what we do and what we can offer. My next question was, “Have you ever been to an aesthetician?” Twelve said that they had, seven had not and one did not know. Finally, I asked, “If you had something like acne, brown spots or visible aging, who would you go to for treatment?” Eighteen of 20 responded that they would go to a doctor and two said aesthetician. In order to raise awareness, as well as industry standards, we must aim higher and not just be good; we must be great.
Building Credibility
One way to instantly boost your professional credibility is to seek out additional certification. Many states offer paramedical, masters or advanced aesthetics programs. These courses are often recognized by the state and offer a higher level of licensure than basic aesthetics. The programs typically involve 600 additional hours and tuition fees range up to $13,000.
Nationally– or internationally–recognized certifications are also options. There are many highly respected associations and corporations around the world; however, the number of testing facilities is somewhat limited in the United States. Many requirements include hundreds of hours of aesthetic training and practical work, as well as taking and passing the workshop and exam. Many associations offer numerous certifications in various aspects of the skin health field; prices and program length vary considerably depending upon the chosen program.
“The key with manufacturer-sponsored courses is ensuring the information is science-based and not simply marketing, and can be applied across a variety of products or services.”
This type of education can be useful to truly improve patient outcomes, regardless of the line or treatment method ultimately chosen.
No matter what level of expertise you have as an aesthetician or how many seminars you have attended, you are never done learning. One of the great aspects about this industry is that it is always changing and there are always new advancements in treatment to learn. The biggest disservice you can do to yourself and your patients is to decide that you know all there is to know — this can never be accomplished. Once you have invested your time and money into furthering your education, do not be shy about displaying these licenses or certificates proudly in your practice. This shows patients you have gone above and beyond the minimum requirements and they can expect a different, higher level of treatment in your care.
Forming alliances with other health care-related businesses and media outlets is a great way of showing potential patients that you are someone who offers trusted services. This opportunity is a great way to show your credibility. Building relationships with personal trainers, weight loss clinics, massage therapists, acupuncturists or nutritionists allows for great exposure to new customers that already have an interest in improving their overall health and well-being. If you are not working with a physician already, consider forming a referral program with a medical practice in your area. Pediatricians, OB/GYN and family practice physicians are asked regularly for skin care products and treatment recommendations — why not have them recommend your services instead of a drugstore brand? Additionally, these alliances are useful to you when in need of a physician to refer a patient for medical attention or diagnosis that would be outside of your licensure.
Media outlets such as local magazines and newspapers, beauty websites, television programs and radio also offer tremendous opportunities. While most have sponsors who pay to run advertisements in publications or during shows, many also offer “Ask the Expert” segments. Reach out to your favorite local television show or morning radio show and see if they are interested in this type of opportunity. You may not be able to plug your facility’s name, but you will be able to build your own name and gain personal credibility that will translate to professional success.
Being an expert in what you do and the services you provide allows you to create consistent, dramatic results and instantly imbues confidence in patients. In my experience, consumers often assume that we just want to sell them product — it is difficult for them to understand why they need four products to clear their acne rather than just one.
“We know there is no so-called “miracle” product that will fix everything, but we need to prove this to our patients.”
Explain that acne is caused by four different factors, not just one. We need to use a combination of products to exfoliate and remove impactions from the follicle, control oil production, reduce inflammation and decrease bacteria. Apply each of the products you recommend during the patient consultation. Mention two key ingredients and explain exactly what each product or treatment step is doing within the skin. Regardless of the condition you are treating, if the patient can understand why they need each item (that is, what is in it for them), they are much more likely to be compliant and they will also know that you are the expert and they will trust your recommendations.
Believe in What You Do
Making a name for yourself in any industry takes effort and ambition. As skin health professionals, the services we provide go beyond what we learn in school or even the products we sell — our value lies in the type of clinician we have come to be and the level of patient care we offer. Seeking out additional education and certification, forming strategic alliances, building strong patient relationships and proving your expertise through ongoing education are all excellent ways to build your credentials in the industry and change the way many view aesthetic services.
What a wonderful article. It is incumbent upon any esthetician who is serious about her craft to not only seek out additional training but to also expand her repetoire to include as many different ethnicities as possible. Skin can sometimes seem as complex as a rubix cube. I have found that the more hands-on experiences you garner, the wider your base of knowledge will become. This will become critical in helping you to reach out to new emerging markets and building new revenue streams.
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