Black Friday is a time when shopping frenzy hits, and nearly every industry jumps on the bandwagon with massive discounts. But when it comes to aesthetic treatments—whether that’s Botox, dermal fillers, or laser skin treatments—the question arises: is it ethical to offer deep discounts to those who may not fully understand the long-term financial or emotional implications?
This year, I had the most successful Black Friday yet in my practice, offering exclusive deals to existing patients. It was a rewarding experience, but also one that left me reflecting on the broader conversation about patient welfare, affordability, and the ethics of marketing beauty treatments.
The Ethical Dilemma: Are Discounts a Good Thing?
Let’s face it—offering discounts on aesthetic treatments can be very tempting. After all, the idea of bringing in new patients or rewarding loyal ones with a great deal is appealing, especially in a competitive market. But there’s a deeper ethical question here.
For many, aesthetic treatments are not a necessity; they’re a luxury. Pushing these treatments, particularly on days like Black Friday when people are already primed for deals, could encourage individuals who might not be in the best financial position to make a decision they don’t fully understand or may regret.
There’s a fine line between promoting healthy self-care and taking advantage of vulnerable individuals who may feel pressure to buy into trends, or worse, get treatments they can’t truly afford or don’t need.
Balancing Profit with Patient Care
One thing that has always been a guiding principle in my practice is ensuring that any treatment recommendation I make is in the patient's best interest. This means taking the time to have open, honest conversations about their needs, goals, and, most importantly, their financial situation. Offering a discount doesn’t override that principle; it’s about making sure that the patient is informed and confident in their decision.
This year, I chose to extend my Black Friday offer exclusively to existing patients. Why? Because I already have an established relationship with them, and I trust that they understand the value of the treatments they’re receiving. This creates a more transparent and less “salesy” environment, as there’s no pressure to buy something they don’t need.
The Risk of Pushing Too Hard
One of my biggest worries with promotions like Black Friday deals is the potential to bring in the wrong type of patient—someone who may not have considered treatment before but is now tempted to “try something new” because of a flash sale. There’s always the fear that these types of patients may feel pressured into making impulsive decisions, especially if they’re not fully educated on the potential risks or benefits.
When it comes to aesthetics, it’s crucial that the decision to undergo treatment is rooted in self-care and not driven by external pressures like a limited-time discount. That’s why I always emphasize informed consent and ensure patients know that they don’t need to jump on any deals if they’re not ready or if it’s not the right time for them.
Can Aesthetic Practices Be Ethical and Profitable?
So, can you offer Black Friday deals ethically? Absolutely—if you’re doing it in a way that prioritizes patient welfare and respects their ability to make informed decisions.
Here are a few ways to approach it ethically:
Target existing patients: As I did this year, offering exclusive deals to patients who already know and trust your work creates a safer environment. They’re more likely to make thoughtful decisions and be clear on what they’re purchasing.
Be transparent: Always ensure that patients know exactly what they’re getting into—whether that’s a treatment’s potential risks, costs, and benefits.
Avoid high-pressure tactics: It’s important that your marketing doesn’t create a sense of urgency or pressure. It should be about offering value, not pushing people into making decisions they’re not ready for.
Educate your patients: Provide as much information as possible about the treatments you offer. Help them understand why they might want or need a particular treatment, rather than just pushing them to buy.
Black Friday in the aesthetic world isn’t just about deals and discounts; it’s about ensuring your patients feel valued and cared for—not pressured or exploited. The key is creating an environment where patients make informed, thoughtful decisions that support their overall health and well-being.
Ultimately, I believe it’s possible to balance ethical practice and profitability, but it takes care, transparency, and a focus on the patient first.
What do you think? Do you have any personal experiences you'd like to share in this post? Or should I tweak anything in the tone or structure?
Comments