Well-Equipped Purchases
The case for bringing new equipment into your clinic is compelling - increasing your clinic’s services allows you to appeal to a broader audience, creating new avenues of opportunity and aiding your business’s evolution. The search for the right device, however, can be less appealing. A consumer in a saturated market, it is easy to feel overwhelmed by the myriad of options at their fingertips. From research to purchase, marketing to futureproofing, 20 years of running my own clinic have offered me insight into every facet of the process. I hope this article provides a comprehensive guide to introducing new equipment to your clinic and the tools necessary to be confident in your decision.
Finance
First, we must tackle what I believe is the most universally daunting component of committing to new equipment - finance. The cost of a device is often the hardest pill to swallow, but with enough careful planning, its long-term payoff can come to light.
Whether the purchase will be worthwhile can be illuminated through a series of questions. The first is what need is there for the service? It is vital to consider the demand from your patients for a new treatment and, most importantly, whether you are the correct person to fill that demand. Be proactive by researching who else in your area may offer the same treatment and at what price. Offering a service should fill a gap in the market, not engage in needless competition. Secondly, ask if you truly want to offer the service. Cultivating a clinic that engages with your authentic passion, rather than perceived obligations, will ultimately lead to greater success and fulfilment. It must float your boat; it is simply not viable to have thousands of pounds worth of equipment gathering dust because it does not align with your clinic’s vision.
The choice between buying equipment outright or taking out a payment plan is also crucial. When I was deciding whether to finance a new machine or simply buy it outright, my accountant looked over my finances and reminded me, “If you’re cash-rich, it’s generally best to just pay upfront.” This advice continues to shape how I think about major purchases, though had there been an opportunity to invest that money elsewhere at a higher return, or if cash flow was tight, financing might have been the smarter choice. Please do always remember to check with a professional about your individual circumstances.
Another tip would be to never hesitate to ask for a discount or other extra perks. It doesn’t have to be a price drop - sometimes you can negotiate extended warranties, free consumables, or complimentary software upgrades that cost the supplier very little but offer real value to you. Remember to time your purchase strategically; towards the end of a quarter, sales teams are often eager to hit targets, which can give you even more bargaining power.
Finally, it’s time to get down into the nitty gritty of finances. I always begin by building a comprehensive spreadsheet outlining the equipment’s purchase price, potential revenue streams, and any associated costs. These numbers can be incredibly enlightening; often, just one successful event can bring in enough revenue to cover a huge chunk of the machine’s cost. Additionally, you can factor in various potential cost offsets, for example depreciation or certain deductible expenses, to help reduce the overall burden. Crunching the numbers in advance gives me a real sense of peace of mind; I hope it will bring the same to you.
Marketing
The real key to not just covering costs, but maximising them, lies in your marketing strategy. The first step is deceptively simple - to ensure you know your target patient. Beyond appreciating whether your patients are going to be receptive to the new treatment you are introducing, it is paramount to understand how to communicate the launch with them. When promoting something new I find it best to use what you already have, whether an email database, a social media following. Have literature in your clinic for your patients to take home to read over without pressure and remember that word of mouth is a powerful tool. It is vital to always educate, not sell, so ensure your patients leave the clinic feeling as though they have taken something with them - hopefully, a sense of anticipation for your latest treatment.
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There is no harm, though, in creating some buzz around the upcoming launch. Using social media and newsletters can encourage your patients to ask for more information about the big reveal you teased. It takes seven times for a consumer to absorb a message, so while it’s important not to bombard patients with omnipresent messaging, distributing reminders across different platforms accommodates varied formats, helping to make your promotion less repetitive. In addition, give thought to the benefits of going with a known, credible brand that patients are more likely to have heard of. Whether a big name or a small business, equipment companies should provide assets to help you launch their device in your clinic, but recognition bias is something to contemplate.
When I introduced new machines to my clinic, I hosted a launch party to generate interest about their arrival. Being able to give demonstrations is a wonderful way to exhibit and demystify the treatment. I have found launch days are especially effective in encouraging patients to book in for a new treatment for the first time. If you are implementing an introductory promotion, I would always recommend adding value rather than discounting. Incentivising patients to sign up for a course of treatments on the day without setting the precedent for an unsustainable price often establishes a loyal base of patients who understand what their treatment is worth. Executed correctly, one launch party can cover the cost of the machine, leaving consumables and time as your only expenses moving forward.
Futureproofing
The plans you lay in the buildup to purchasing new equipment should not only cover the initial costs, but should ensure that it continues to serve you, your clinic, and your patients long into the future. The same goes for the support you should receive from the company you buy the device from.
Most crucially, this is relevant to training. The minimum manufacturers must provide for insurance purposes is training for anybody who will be using the device. This training should be available not just at the time of purchase, but be an ongoing resource available for new staff at your clinic, so be sure to check with your supplier what provisions they offer. While not vital, additional items such as business webinars and social media support can also demonstrate that a business is willing to invest in its clients for the long run.
Other components to consider are what guarantees are on offer. The industry standard is one year; however, some companies allow you to extend the guarantee each year at a cost, while others may include a longer term with your purchase. Analogously, it is important to know what services and maintenance help is available. When a machine breaks, time is money and many service teams are based in Europe which could cause significant delays to any repairs. Look at the durability for the technology itself from the start. Frequently, most of the technology in a medical aesthetic device can be found in its handpieces. Many companies will not cover this in their warranties, making for an expensive fix.
Do not forget to cover your consumables too; factoring the costs of each treatment to the penny is crucial to ensuring that the investment you are making is sustainable. Alternative suppliers can reduce costs, but be aware. While parallel import is cheaper, it can void the warranty or service contract with the manufacturer in the same way that getting your phone fixed outside of Apple would. Weigh up the risk to reward before deciding whether the savings are worth it.
Finally, people buy from people so I would always encourage you to surround yourself with people who are genuinely supportive. In the past, I have been swayed to purchase from a specific company because they were a small, family-run business who demonstrated excellent customer service. Beyond that, do your due diligence and speak to people beyond the manufacturers and sellers to get honest opinions on the equipment you are looking into. While the decision is always yours, authentic insight from a trusted colleague who has personal experience with the machine has always been exceptionally valuable to me.
Conclusion
While it may seem like an awful lot of things to consider, at the core of all these facets of buying new equipment is time. Take the time to research what is right for you and your clinic, the time to do your due diligence, do the calculations. Take the time to come up with a launch plan that suits you and your patients. A device is only as valuable as you make it.