Launching a New Treatment? Don’t Make This Expensive Mistake 💸
Bringing a new device or treatment into your business is so exciting – it usually means you’re investing in growth, levelling up your results, and adding more value for your clients.
But here’s the truth: the way you launch it can make or break your return on investment!
And I’m not saying that to scare you – I’ve just seen too many clinic owners spend big on equipment, only to get stuck when the bookings don’t come flooding in.
This year, I launched Jovena at Authentic Aesthetics – an advanced RF, EMS & Plasma platform. It’s a premium service with serious results… and I knew I had to be intentional to make it a success.
Here’s how I launched it strategically – and how you can too, without burning through cash or losing momentum:
💡 The 3-Phase Launch That Works Every Time
1️⃣ Tease the Treatment
Start talking about your new service before it arrives. Build curiosity with behind-the-scenes stories, supplier training, unboxing, or even a poll asking your audience what they think it might be. The goal is to create buzz without selling.
With Jovena, I posted sneak peeks of videos from the demo and dropped hints about the skin issues it could treat. It got my clients guessing – and excited.
2️⃣ Educate Like Crazy
Once you’ve built curiosity, shift to value-based education. This isn’t about shouting “New treatment now available!” – it’s about helping clients understand why they should care.
Share case studies or clinical results
Break down treatment benefits in simple, visual ways
Talk about the “ideal client” for it – so people self-identify
Use stories or testimonials if you’ve treated staff or models
I ran an Instagram Story series showing how Jovena compares to other RF tech, and posted before/afters from demo treatments. Clients were asking questions before I even opened the diary
3️⃣ Convert with a Purposeful Offer
Instead of discounting out of panic, create a founder’s offer that rewards fast action and showcases your confidence. This could be:
A “first 10 clients” package
A bundle that includes aftercare
An “exclusive launch experience” with extra value (not just ££ off)
I offered a VIP launch price to our clients on existing packages for them to add it to their monthly HydraFacial treatments half price – it gave my staff experience and confidence using it the device and the majority of clients who have had it done have now upgrades their ongoing treatments
🚫 What to Avoid
Don’t assume it will sell itself - No matter how amazing the results are, people need time to understand and trust something new
Don’t lead with price - Lead with benefits and stories
Don’t ignore your team - If they’re not excited and educated, it’ll show
💬 Final Thought: You Don’t Need a Huge Audience – You Need Strategy
Whether you’re introducing a new peel, skin device or even a course, this framework helps you create demand on purpose. A successful launch sets the tone for long-term success.
So if you’re about to bring something new into your clinic – plan your launch like a pro, and give that investment the rollout it deserves.
Let me know if you want a simple plug-and-play launch planner – I’m thinking of creating one for you all!
Until next time -
Zoe
The Skin Clinic Coach
