APJ Vol 55 2023

SOCIAL MEDIA
WHY SOCIAL
COMMERCE
WILL CONTINUE TO RISE IN AESTHETICS
PRODUCTS AND SERVICES
Trish Hammond
As an expert in Social Media and eCommerce trends in the
Aesthetic and Health Space, Trish Hammon provides a mapping of
the leading trends and what you will need to have in place in this
space. In this article she reviews three key areas:
• Aesthetics & Health Care eCommerce trends to
action in 2023
• Impact of Social Media in Aesthetics & Health
Care eCommerce
• The pros and cons of Aesthetics & Health Care
social commerce
Social commerce is the wave of the future, and it’s no surprise
that it will continue to rise! With more and more people turning
to social media for their shopping needs, businesses are taking
advantage of this trend by offering products directly through
popular social media platforms. So, let’s review three key areas,
what is needed and what you will need to have in place:
THE E-COMMERICE TRENDS TO ACTION IN 2023 FOR BOTH
HEALTH-CARE AND AESTHETICS
It’s clear that social commerce has become an essential part of
any successful marketing strategy – one that should be embraced
by all businesses looking to stay ahead in today’s competitive
marketplace. So, if you haven’t already hopped on board the social
commerce train yet – now is definitely the time!
WHAT YOU WILL NEED TO FOCUS ON TO GET IT RIGHT
a. Trust has never been more important.
• Establish clear trust signals: The credibility of your
product is important, so find simple ways to articulate the
integrity of your product to the consumer.
• First impressions are everything: Make sure your branding
is clear and the visuals are professional and
communicate quality.
• Be human and be real: Avoid cliché statements,
communicate honestly and present the facts clearly.
b. The growth of “Buy Now Pay Later” offerings.
With the checkout experience being one of the most important
steps in the sales journey, keeping on top of payment trends is
vital. Offering “Buy Now Pay Later” options is a great way to
increase your products (and even treatment) purchases.
c. Green commerce attracts customers.
Despite budget concerns, consumers are willing to spend with
brands that meet their sustainability values. As this trend grows,
your clients will be keen to discover what your business is doing to
help the environment. Mineral Makeup + Clinical Skincare, Cruelty
Free + Talc Free, Pure Minerals + Clean Actives - these keywords
are more attractive for your customers. Make sure your brands
meet these values.
d. Delivery expectations are high.
• Make it easier for your clients to obtain their purchases
by offering options, such as free delivery, or maybe even
some collection points.
• Ensure your delivery options are clear on your website
and monitor whether these are meeting your customers’
needs. To do this, ask them!
• Build customer trust and convenience with an Easy
Returns portal.
THE BENEFITS OF SOCIAL MEDIA IN E-COMMERCE
As the healthcare industry continues its rapid expansion, more
and more people are buying their medical items online rather than
visiting physical clinics and pharmacies.
Using e-commerce in the healthcare industry is something that
is being suggested for clinics and other retailers in the industry.
Setting up an online space for customers to buy products could be
a game-changer for your clinic or practice. Here are some of the
benefits you can expect:
#1: Increase your patient base.
Your patients will love you for offering them this service, which
means they’ll be more likely to return when they need something
else from you.
#2: Improve your brand image.
The more people who know about your clinic’s services, the
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