Aesthetic practices and brands consistently seek growth. To this end, the most common questions I receive about growth are centered on marketing channels: how to attract more patients from platforms like RealSelf and social media. I love these questions, but an alternative way to frame the challenge of finding new growth is to focus on the customer—the patient—and look for where there are unmet needs. I am a firm believer that one of the greatest growth opportunities in aesthetics is to address the needs of people with skin of color. To get more educated about skin tone and the underserved aesthetic patients of color, I talk with board-certified dermatologist Dr. Sonia Badreshia-Bansal (who goes by “Dr. Sonia”). She has dedicated her career to serving the needs of people with skin of color, and I learned a tremendous amount from her first-hand clinical experience and time spent consulting with brands.
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