As consumer trends shape clinic demand, Matt Moncrieff urges the industry to prioritise clinical evidence and patient care over social media buzz.
Every month there seems to be a new treatment launch, another ‘miracle’ device trending on social media, or a fresh wave of influencers talking about the latest way to achieve perfect skin. Patients are not only more aware of what’s out there – they’re arriving at clinics with opinions, preferences and expectations already shaped by what they’ve seen online.
It can be exciting and full of opportunity, and at the same time the line between hype and true clinical value can sometimes blur.
I’ve been in the world of aesthetic medical devices and skincare for 25 years and during that time I’ve seen many changes.
Some of these changes are simply the natural progression of a relatively young, technology-driven field. And with innovation showing no signs of slowing, it’s likely this growth will continue well into the future.
Reshaped by technology
Advances in technology haven’t just changed the treatments themselves – they’ve transformed the entire patient journey, from discovery to decision-making:
- Treatment options – We have more tools than ever to address a wider range of concerns, often with reduced downtime and less risk.
- Marketing and communication – The way clinics connect with patients has completely shifted. In the past, word of mouth and local advertising were king. Today, Instagram reels and TikTok videos can generate more patient enquiries in a week than a print ad did in a year.
- Patient knowledge – Gone are the days when patients walked in, listened to their doctor, and said, ‘Whatever you think is best’. Now, people research online, watch reviews and often know the exact brand name or device they want before they even book an appointment.
While these changes are powerful, and in many cases, positive, they also come with challenges.
The power and the problem of consumer marketing
One of the biggest shifts I’ve noticed is how much consumer marketing now drives decisions at every level. It’s no longer just about helping patients understand what’s available. Marketing, especially online marketing, has become a deciding factor in which treatments patients ask for and, in turn, which devices clinics choose to invest in.
I’ve seen it play out many times: a treatment starts gaining traction online, patients start demanding it and clinics feel they have no choice but to purchase the device. Often they haven’t even considered its safety and effectiveness, its suitability for their business or other important factors, including the long-term support they might or might not receive from the supplier.
On the surface, this might seem logical. If patients are already asking for it, the business case feels strong. But here’s the catch: popularity doesn’t always equal quality. A flashy brand with great advertising can overshadow more clinically-effective options. And when decisions are made based on hype rather than evidence, the patient experience can suffer.
I’m aware of clinics making strong profits from treatments that were, clinically speaking, considerably less effective than other alternatives. Patients were happy at first because they felt part of the latest trend, but in the long run some were disappointed with results, or worse, exposed to unnecessary risks.
Why this matters
It’s tempting to think this is just part of modern life. After all, hype drives decision-making in almost every consumer category. But aesthetics isn’t like buying a pair of shoes or a new phone. When a patient places their trust in a clinician, they’re putting their health, safety and confidence in someone else’s hands. That’s a huge responsibility.
That’s why I believe everyone involved – clinicians, trainers, suppliers – has a duty to prioritise patient safety and clinical efficacy over marketing noise. A successful business and appropriate patient care can and should go hand in hand. If we don’t maintain that balance, we risk damaging the very thing that makes this industry thrive: trust.
Responsibility doesn’t rest with one group alone. It’s shared across every role in the industry:
- It’s important medical practitioners guide patients toward proven and effective choices, even if it means saying no to a trending treatment
- Clinicians need to deliver treatments responsibly and speak up if something doesn’t feel safe or effective
- Trainers have to ensure education is thorough and based on evidence, not just sales messaging
- Suppliers must provide more than a glossy marketing campaign. They need to offer reliable products, comprehensive training and ongoing support.
If everyone plays their part, we can continue to build both an industry that patients can trust and businesses that last.
Striking the right balance
So, what’s the takeaway here? Am I saying suppliers shouldn’t actively promote their devices to consumers? Of course not. Marketing is important, and strong consumer awareness can help drive clinic success.
Am I saying clinics shouldn’t choose what’s right for their business? Absolutely not. Every business has unique needs, and choice is essential.
I believe it is very important we remember that patient safety, clinical effectiveness and balanced decision-making should always come first. Profit is important but it shouldn’t come at the cost of patient wellbeing and the long-term reputation of our industry.
In my experience, the clinics and suppliers who succeed long-term are the ones who focus on patient care, and use that priority to create commercial success. Quick wins may generate buzz and revenue, however the businesses that truly thrive deliver real results, earn trust and keep patient care at the heart of every decision. That balance is the long game.
