How should an aesthetic clinic market itself?
Start with the rules: botulinum toxin is a prescription-only medicine, so it can’t be advertised to the public, including on your own social media. Promote consultations for the client’s concern instead. Then build trust with practitioner credentials, genuine reviews and fast, easy consultation booking.
Key takeaways
- ✓Botox and similar products are prescription-only medicines and can’t be advertised to the public.
- ✓Your own website and social posts count as advertising.
- ✓Promote a consultation for the concern, not the injectable.
- ✓Show who treats clients, with their profession and registration.
Marketing for an aesthetic clinic has a rule most other businesses don’t: some of your best-selling treatments can’t be advertised at all. Botulinum toxin, sold as Botox and similar brands, is a prescription-only medicine. UK advertising rules don’t allow prescription-only medicines to be promoted to the public, and the ASA treats your website, Instagram and Facebook posts as advertising.
So the first job isn’t getting more followers. It’s making sure what you already post doesn’t break the rules.
What you can’t say, and what to say instead
- Don’t name Botox or another injectable in posts, ads or offers, and don’t price it publicly (“Botox from £150”).
- Don’t promote “anti-wrinkle injections”; the ASA has ruled that this can still promote a prescription-only medicine.
- Do promote a consultation for the client’s concern: lines and wrinkles, volume loss, skin quality.
- Do explain treatment options on your website in the context of that consultation, where a prescriber decides what’s suitable.
Check the current ASA and CAP guidance before you run any campaign; the rules are enforced, and the ASA monitors social media.
Before-and-after photos
Before-and-after images must be genuine, unedited and representative of typical results. Filters or retouching can make an ad misleading.
Marketing for an aesthetic clinic: building trust
Once the rules are covered, aesthetics marketing is mostly about trust, because clients are choosing who to let near their face.
- Who treats clients. Show each practitioner’s name, profession and registration where it applies (for example GMC, NMC or GDC), and their training in aesthetics.
- Reviews. Ask every client after their follow-up appointment, and reply to every review without discussing treatment details.
- Google Business Profile. Photos of the clinic and the team, accurate hours and every service listed in plain words. More in how to rank higher on Google Maps.
Make the consultation easy to book
Enquiries often arrive late in the evening by Instagram, WhatsApp or website chat. Reply quickly, give the consultation price, and let clients book a consultation online with a deposit if you take one. Reminders before the appointment protect expensive slots; see how to reduce no-shows.
| Leak | Fix |
| Hard to find on Google | Complete Google Business Profile and treatment pages |
| Few or old reviews | Ask every client after their follow-up |
| Late replies to evening messages | Instant replies and booking, 24/7 |
| Can’t book without phoning | Online consultation booking |
| No-shows | Automatic reminders and deposits |
We’ll check how your clinic shows up on Google, how fast enquiries get a reply, and where clients drop off before booking.
Get your free checkFrequently asked questions
Can I advertise Botox on Instagram?
No. Botox is a prescription-only medicine and can’t be advertised to the public, including on your own social media. Promote a consultation for the client’s concern instead, without naming the injectable or calling it an injection.
Can I say “anti-wrinkle injections”?
It’s risky. The ASA has ruled that wording like this can still promote a prescription-only medicine. Describe the concern and offer a consultation.
How do aesthetic clinics get more clients?
By staying within the advertising rules, showing who treats clients and their registration, collecting genuine reviews, and making consultations easy to book.
Can I use before-and-after photos?
Yes, if they’re genuine, unedited and typical of the results clients can expect.
Sources
- Botox and non-surgical cosmetic interventions — ASA | CAP
- Guidelines for representing your business on Google — Google Business Profile Help
Co-Founder, ShiftDeploy
Samiullah is a co-founder of ShiftDeploy. He works with clinics, trades and local service businesses on getting found on Google, earning more reviews and turning more enquiries into booked work.