10 aesthetics marketing ideas to help patients find you and book
Practical changes for UK clinics, with the advertising rules considered from the start.
Useful aesthetics marketing ideas start with the basics: give each treatment its own page and make your Google Business Profile worth finding. Ask for genuine reviews, show who provides the treatment and keep in touch with past patients. Sarah McDonald, a nurse prescriber turned clinic marketing consultant, uses these ideas with UK clinics, working within ASA and MHRA advertising rules.
I've tried the usual aesthetics marketing ideas in my own clinic. Before-and-afters, giveaways, TikTok. I was doing the work, but my diary still had gaps. These are the things I'd spend my time on now.
I'm Sarah, a nurse prescriber (check my registration on the NMC register) and now an SEO consultant for UK clinics. These are ideas I use with my clients every month. The Advertising Standards Authority (ASA) and the Medicines and Healthcare products Regulatory Agency (MHRA) rules are part of that work from the start.
Put the booking button and the price at the top
Don't make patients hunt for the price or booking button. At one Surrey clinic, we added booking prompts to the treatment pages. Visits fell 12% in a month, yet enquiries went up and form enquiries doubled. That's why I look beyond visitor numbers.
Give every treatment its own page
Lip fillers need their own page. So do skin boosters and chemical peels. Give each page a clear treatment and location focus, so Google can match it to the patient searching.
Ask for reviews that name the treatment and the town
A review that says "Lovely clinic" is nice to read. "Had my lip filler in Leeds with Sarah and loved it" tells a future patient much more. Google reads those words too. Ask for an honest review after appointments and make it easy with a link or QR code. Let patients describe their experience in their own words.
Post on your Google Business Profile every week
Don't leave your Google Business Profile untouched for months. Add a weekly post, use photos of your clinic and team, and check that each treatment is listed as a service.
Answer the questions patients ask in consultation
You already hear the questions in clinic. Does it hurt? What does it cost? How long will it last? Answer them clearly near the top of the relevant treatment page. That gives patients what they need and gives AI search tools useful answers to quote.
Put a real name and qualifications on everything you publish
Show patients who's responsible for the content. When a Preston clinic launched its new website, we rewrote every treatment page with the clinician's name, qualifications and registration. Its mentions in AI search went up eight times.
Plan your content around the seasons
Look ahead when you're planning content. Skin treatments and peels pick up in autumn and winter. Get the relevant pages and posts ready a month before searches rise, so you're there when patients start looking.
Measure Instagram by saves, shares and messages, not likes
Check what people do after seeing a post. Are they saving it, sharing it or sending you a DM? Are they visiting your profile? Track those actions each month and use them to decide what to make next. My guide to aesthetics social media marketing goes further, and there's more on Instagram for aesthetic clinics.
Keep in touch with patients who already know you
Your email list includes people who've already trusted you with their face. Some loved their treatment but haven't booked again. Life gets busy. Staying in touch gives them a reason to think about your clinic again.
If you only email when there's a discount, patients learn to wait for one. Give them something else worth opening:
- Start with the list. Group patients by their treatment and last visit, and remove anyone who hasn't agreed to receive your marketing.
- Time reminders around the treatment. If patients usually return every few months, a friendly message around then can help them remember to book.
- Contact patients you haven't seen for a while. A simple "it's been a while, here's what's new at the clinic" message gives them a reason to get back in touch.
- Follow up after a consultation if the patient hasn't booked. Give them a few days, then answer the question they were still unsure about. They may just need more time or information.
- Send something useful between appointments. Explain a treatment, introduce a new team member or share seasonal skincare advice. Every email doesn't need an offer.
Only send marketing emails to patients who've agreed to receive them, and make unsubscribing easy. Check your approach against UK GDPR and the ICO's direct marketing rules. The advertising rules apply to emails too, including the restriction on public promotion of prescription medicines.
Stay inside the rules, because it protects your clinic
Check your posts, pages, emails and ads against the ASA's advertising codes. You can't promote prescription-only medicines to the public or promise results. Focus on what patients can expect from a consultation and on your experience, without indirectly promoting a prescription medicine.
Not sure which idea to start with?
Book a free visibility call and I'll show you which of these aesthetics marketing ideas will move the needle fastest for your clinic.
Frequently asked questions
What are the best aesthetics marketing ideas for a new clinic?
What aesthetic promotion ideas are allowed in the UK?
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Is email marketing worth it for an aesthetic clinic?
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Turn these aesthetics marketing ideas into bookings
Book a free visibility check and I'll show you where patients are missing your clinic on Google and across AI search, and the quickest wins for your diary.