The proper pricing of aesthetic packages It is one of the most important factors for the success of clinics, as a well-defined price not only ensures profitability and business development, but also conveys value to customers.
By understanding costs, perceived value and best market practices, your clinic will be better positioned to achieve good results and build customer loyalty by offering effective procedures and treatments at fair prices.
The importance of proper pricing
Pricing aesthetic services goes far beyond adding up costs, and it is vital to understand some variables, such as the difference between price and value.
While price is what the customer pays, value is the perception they have about the benefits and results they will receive. Conveying this value is crucial to justifying the consumer's investment in beauty packages.
Furthermore, this value must be in line with market practices and follow its evolution, since the aesthetics area tends to grow annually by 14.7% by 2030, according to report released by Grand View Research.
Direct and indirect costs that must be considered in the calculation
Before setting prices, it is essential to include all costs involved in providing the services. Direct costs include:
- Materials used: Products and supplies needed for treatments, such as creams, disposable equipment and tools.
- Labor: Salaries and charges of professionals who perform the procedures, including training and specializations.
- Rent and bills: Fixed expenses for the clinic’s physical space, such as water, electricity and internet.
- Marketing and advertising: Investments in advertising campaigns and promotions to attract new customers.
Understanding these costs and many others will help establish a solid foundation for pricing.
The 5 best pricing strategies for beauty packages
1. Market analysis
Carrying out a detailed analysis of the prices charged by direct competitors is essential.
Research not only the prices, but also the services included, the quality of care, and customer reviews. This will help position your clinic competitively.
Also consider geographic location as this can influence pricing.
2. Profit margin calculation
Set a profit margin that covers all costs and still allows for a satisfactory return. To calculate the profit margin you will need:
- Identify all direct and indirect costs.
- Set the selling price: Based on your costs, set a price that includes your desired margin (for example, if your total costs are R$ 100 and you want a margin of 40%, your selling price should be R$ 140).
- Regularly review prices based on changes in costs or market demand.
3. Promotional packages and combos
Offering service packages can be a great strategy. Bundle complementary treatments at discounted prices to encourage clients to try more services. For example:
- Facial and body combo;
- Discounts for monthly packages with multiple treatment sessions.
4. Valuing service and results
Highlight the quality of care and treatment results. Invest in ongoing training for your team and in cutting-edge technology, such as modern equipment, which can justify higher prices.
- Testimonials and success stories (before and after): Use reports from satisfied customers and prove your results.
- Customer Education: Explain the benefits of treatments and how they can meet each person's specific needs.
5. Customer feedback and continuous adjustments
Listen to your customers. Conducting customer satisfaction surveys can provide valuable insights into perceived value and help you adjust pricing as needed. Use tools such as:
- Online questionnaires and forms after appointments.
- Talk to regular customers to understand their expectations and perceptions.
Extra tip: invest in technology to add value to your treatments
Modern and efficient equipment not only improves the customer experience and quality of care, but can also maximize the clinic’s revenue. HTM Eletrônica offers ideal solutions for aesthetic clinics, with a wide range of equipment that guarantees exceptional results and helps maximize the value of the services provided. Visit our online store and discover our portfolio of equipment and accessories!