Recently, we explained what home care is and saw that this practice can be very profitable for healthcare professionals. The idea of this content is to be complementary, and to that end, we will point out the main insights for providing in-home aesthetic care in a way that brings financial return for your work.
After all, even though there is a lot of demand, the market is competitive; simply offering the service is not enough, you need to present solutions to patients. What do you need to do to have an authentic and personalized work for your audience? That is what we will answer in the next sections!
The best insights for making money with in-home aesthetic care
Before getting started, keep in mind that for each of the topics, it is worth paying attention to the strategic view of your work. That way, every detail matters in the final composition, which will make your service stand out to beat the competition!
Knowing your audience
The audience that seeks in-home aesthetic care is quite large. So the ideal is to do research and gradually get to know your client base. You will notice that there are similarities, as well as differences. And what changes with that?
What changes is that you can think about creating campaigns and relationship strategies more focused on these people. If most of your patients are elderly, your future actions will not be the same as those of a professional whose clientele is younger.
And in this story there is also the question of aesthetic treatments for each audience. Because the simple fact that they choose home care does not mean you know everything about these people. Use your experience to understand more about those who request your service.
Personalized services
In every job market and consumer market, there is a rule that applies to aesthetics too: offer personalized services. The new audience demands this kind of “exclusivity” and, therefore, the more services you have for this, the better.
If you treat all clients the same way, they will not feel confident in your work. In the beauty and wellness field, this happens even more. So set aside part of your time to understand patients' needs and offer differentiated services during in-home aesthetic care.
A dynamic initial consultation, called an anamnesis, can be one of these attractive points. This extra care reduces the chance of client dissatisfaction, increasing the chances of success in home care.
Diversifying services
Another very interesting insight is diversifying the services offered, which is quite different from the personalization we saw above. Here, keep in mind that the same patient may be interested in two or more types of procedures.
Of course, specializing in the use of a machine, equipment, technique or method is interesting because it makes you a true expert. But at the same time, for those just starting out, the more services, the more chances of new clients.
That is why the tip is to always research what is new and trending in the market for in-home aesthetic care. The internet can make this very simple and quick, but it is worth saying that you need to choose very carefully the sources of information you will use at this time.
Quality products
Your patients will not always understand the products you are using. For example, the best brand, durability and other characteristics. However, they will notice if they don't get a satisfactory result, and product quality influences that.
So, when you are in a position to buy aesthetic products, research the options that will generate the most positive results for you. It is not always about price, but about cost-benefit. Also, know that there are cheap and dangerous products, too.
As a healthcare professional, your role is to use only approved substances and items authorized for sale. When there are several brands and models, the tip is to research those that best fit your type of service.
The right equipment
Just as using quality products is necessary for an aesthetic procedure to be safe and effective, having the right equipment also helps produce the best results. So pay attention to this insight.
The matter is a bit more complex because we are in a text about in-home aesthetic care. Not all equipment can be moved to the patients' homes.
And what can be brought needs care in transport and, later, in using it on site. The topic is described as “right equipment” because you should never misuse or improvise with devices and equipment, even in home care.
Service hours
A strategic view may lead you to think about service hours. Many aesthetic sessions take place on days and at times outside the concept of “business hours.” The problem is that few professionals meet this demand.
If you have the availability for it, then you have a chance to win a slice of the consumer market. So consider people who want to have aesthetic treatments at home but can't accept the most common hours. The solution is to think of alternatives.
And if you are going to do this, remember to think about your own time too. That is, working at less common hours and days means having a different price for those situations. It will all depend on your goal, but never fail to value your working time.
Professionalizing payment
We live in a modern era in which there are various ways to pay for services; this should not be a problem between you and your clients in in-home aesthetic care. As a healthcare professional, take into account the rules of your Council (Brazilian professional council) in this regard.
In any case, it is worth mentioning that there are apps, software and other tools that allow you to organize billing through the options that best fit your business format. PIX (Brazil's instant payment system) is a good example.
However, it is very important to think about the tax question. So, even if payment can be made on the spot, it is worth thinking of ways to send receipts to guarantee consumer rights as well as so that you can file your income tax return.
Patient loyalty
More sales-focused, this tip is about learning to build patient loyalty in aesthetics. There are several ways to do it, which indicates that it is worth testing the possibilities, from loyalty programs to discounts on session packages.
Of course, loyalty goes far beyond the prices of your services, and can be a narrative focused on customer service. The way you deal with and position yourself before your patients will say a lot about the success of your business.
In the same way, when sessions have positive effects, clients come back to you out of enthusiasm for the result. So always think of ways to build loyalty among these people without necessarily giving up your profit.
Promoting your work
You may be the best healthcare professional in the world, but you won't make money if people don't know you exist. Agree? Even more so with the topic of in-home aesthetic care, which is considered recent here in Brazil.
So, definitely, you need to make a good investment in digital marketing, campaigns and other ways of presenting your work to the public. The internet allows these actions to be more targeted, optimizing ROI (return on investment).
In addition, Instagram is one of the best digital tools for publishing your services. Study the social network and learn to use it productively, increasing your engagement and your credibility in the market.
Wearing work uniforms
Yes, it may seem like an unimportant detail. However, wearing the right clothing, which even has recommendations from health agencies, is necessary to build trust in your care, especially when you go to the patient's home.
One reason is that it is considered unhygienic. Another is that it makes a very bad impression on those who hire your services. So in-home aesthetic care needs to consider this requirement of dress code or uniform during activities.
In addition, there are types of clothing seen as inappropriate for work, or rather, prohibited. Here we can mention: extravagant ones, see-through ones and those that could suggest any kind of lack of formality.
Financial control
Finally, just as important as the other topics, the matter of financial control. This is because to travel to patients' homes, healthcare professionals will have transportation costs, among others. And that's not all. You need to balance investments and procedures.
So, just as in an aesthetics clinic you need to keep control of the accounts, in home care service it is no different. Even because, like any job, this one also needs to turn a profit, which is simply subtracting expenses from revenue.
Controlling appointments outside the clinic can be done in several ways. The important thing is that it allows the healthcare professional to organize and know how much they are earning in each session, each day, each month and so on.
Be a professional who provides personalized in-home service!
The field of aesthetics has proven interesting for health in general. Today it is not just about seeking a more beautiful body or face. It is about preventing diseases and the natural signs of aging, for example. The market has great expectations.
But one of the obstacles to in-home aesthetic care has to do with legislation, which says that not every healthcare professional can perform such aesthetic procedures in home care. To do so, they need authorization from their professional Council, which is only possible with training.
In this way, the postgraduate program in aesthetics, with hands-on classes, is the best way forward. It lasts less than 1 year and, in a short time, allows these professionals to become Technical Managers of clinics or work independently, providing services.
The courses are Lato Sensu and cover the main topics for those who want to expand the range of procedures that can be performed on their patients, from body harmonization to aesthetic law, both very important subjects for success in an aesthetic career!
Blog|Clinic ManagementIrving Malaguti
NEPUGA content team — Núcleo de Especializações Ana Carolina Puga.
