Who’s Your Avatar?
Identifying Your Ideal Client in Medical Aesthetics
As a medical provider, when you decide to move into aesthetics, one thing you might not think about is how to market yourself. You have mad skills as an injector, but as a provider, you most likely haven’t had the need to find your own clients.
Deciding to begin a career in aesthetic medicine doesn’t always mean you will need to find your own following, but most of the time it’s going to be part of your business. Doing this takes a little work on the front end in order to be successful and to ensure you are attracting the clients you want to work with.
We recommend always starting by deciding what services you want to provide, what your pricing will be and the location in which you will be using to provide your services. Once you have done that, you can start to build your avatar.
What is an avatar? Well, glad you asked! An avatar is a detailed profile of your ideal client. Knowing who this person is helps you tailor your marketing, your message and your voice as you start to build your brand. You may have more than one avatar, but we recommend starting with no more than three.
The following includes five important questions you can answer in order to build your avatar. We have outlined those below with a short description. You can use this template as a guide, but feel free to be more specific and let this inspire you to dig even deeper if you wish!
- Identify your avatar’s wants: Here we want you to think about and write down your avatar’s goals through want statements. For example, my client wants to; invest in his/herself, improve the quality of their skin or feel good about their appearance.
Identify your avatar’s goals and commitments: What does your avatar want to achieve and what are they willing to invest to do so? For example, my client’s goal is to have a clear complexion, minimize aging and improve his or her overall appearance. They are willing to invest money and make a commitment to having quarterly treatments.
- Next, we will look where your avatar gets their information. What books are they reading? What social media platforms do they visit? Are there podcasts or blogs that they subscribe to? Do they frequent certain events or conferences? Answering these questions will help us to decide where to place our message so that we can get it in front of the right people at the right time.
- After defining the previous qualities, we will next look at demographic information. What is our avatar’s age and gender? Are they married? Do they have children? What do they do for a living? What is their income? Who are their friends? What do they do in their spare time? This will help us better understand the lifestyle of our avatar. By doing this, we can understand our potential client better and know how to craft our messages.
- Now we will look at pain points. Let’s define your avatar’s challenges, fears and frustrations. What problems can we solve for them? What products or services can we offer that will help them through their challenges. What can we offer them that will ease their frustrations or their fears? This can help clarify your message. It can also allow you to look at what objections they may have and address those through your marketing as well.
Building your avatars will help you craft a clear and concise message, know where to market yourself and also give you a sense of who you are talking to. When we know who we want as our clients, are speaking to their challenges, solving their problems and understand how to reach them, we are going to attract the type of people we want to work with to support our business and our brand as we grow.