Aesthetic marketing is the art of using the design of your business to attract attention and influence customers to buy products and services. Choosing a logo design, product design, and/or message to support this campaign can dramatically increase the advertising impact of your business and reduce your total marketing costs.
Aesthetic marketing relies on a wide range of target markets: clients, staff, families, contractors, and clients, and customers who may not even be aware that they are receiving the message (assuming that they know about aesthetics). The two main areas where marketing aesthetics occurs are at work and in a medical setting.
At work, the medical spa is able to influence customers with subtle but effective messages. When salespeople walk into a client's office, they will often ask the client to imagine their future at the time they sit down. The design of the office might use colored light to remind them to put their minds at ease, and it may incorporate some aesthetic design elements such as extra air circulation and ceiling fans.
If there is any color in the room that stands out, that can be used to inspire a sense of calm and relaxation, which can in turn help patients feel more comfortable at the time they visit the doctor's office. It may be worthwhile to use a more pastel color scheme rather than a full range of primary colors to represent this "future at the time of visit" style.
An office decorated in this manner has the potential to affect not only the minds of patients who arrive during the day but also those who visit at night. By choosing lights that enhance the aesthetic appearance of the space, it can be more difficult for customers to see the furniture and walls unless they look up.
At the same time, decorating a medical spa and adding lights can be a great way to entice other health care facilities to follow suit. A successful aesthetic marketing campaign in these cases is one that appeals to the senses, as well as the emotions. For example, brightening a room with bright green carpet and adding lighting to a large room can make people feel uncomfortable and even anxious about entering.
In many cases, a prospective client may choose to visit a specific health care facility based on the decor of the building. When there is a complete lack of eye appeal, or when patients become anxious or uncomfortable, they will not be likely to want to return to a place that makes them feel less than comfortable. So it is important to bring to light any aesthetic issues in the location immediately, and do whatever you can to improve the atmosphere.
Although marketing your medical spa as a healing arts retreat is a good approach, the goal is not necessarily to instill fear in patients. Rather, the goal is to create an atmosphere where they want to relax and take part in your treatments.
Once you have created an atmosphere that clients are happy to visit, it will be much easier to persuade potential clients to continue making visits. For example, if you plan to offer massage services on a regular basis, you should be sure to keep a certain amount of touch and scent olfactory stimulation in the location.
The client will appreciate the calming effect that this element can have on them. You will also be very pleased to know that your new clients are going to be particularly appreciative of the fact that you have included calming features in the area, to begin with. In addition, a client who likes to massage himself or herself at the end of a long day will appreciate the aromatherapy of massage oils, as this allows him or her to do so without feeling uncomfortable.
Finally, consider how important the environment at your massage spa is to your customers. Sometimes a client can be influenced by the color of the furniture or their current decor, but other factors will have an even greater effect. Some patients may be looking for an oasis from their everyday stress, while others just need to relax.
As a general rule, health care providers should never try to fool clients into thinking that they are feeling better by applying particular methods. Always be truthful, and embrace your client's wants and needs.