Pricing & Duration

Quick Reference: Set competitive prices and accurate appointment lengths

📋 TL;DR - Quick Start

Pricing:

Research competitor prices in your area
Calculate costs (products + time + overheads)
Aim for 60-75% profit margin
Consider experience level and location

Duration:

Include ALL time (greeting, prep, treatment, cleanup)
Round up to 15-minute increments
Add buffer for first-time clients
Test and adjust based on reality

Pricing Strategies

Research-Based Pricing

Step 1: Research Competitors

Check pricing for your area:

Google "botox [your city]" - note top 10 results
Check competitor websites
Call as mystery shopper
Join local aesthetic groups

Example Research (London Area, 2025): | Treatment | Low | Average | High | |-----------|-----|---------|------| | Anti-Wrinkle (3 areas) | £180 | £250 | £450 | | Lip Filler (1mL) | £200 | £300 | £550 | | Hydrafacial | £80 | £150 | £250 |

Step 2: Position Your Pricing

Budget/Entry-Level (Bottom 25%):

New practitioners building portfolio
High-volume clinics
Less premium locations
Example: £180 anti-wrinkle

Mid-Market (Middle 50%):

Established practitioners
Good reputation, moderate experience
Standard location and facilities
Example: £250 anti-wrinkle ← Most clinics here

Premium (Top 25%):

Highly experienced practitioners
Premium location (Harley Street, etc.)
Luxury facilities and service
Strong brand/reputation
Example: £400-£450 anti-wrinkle

Where Should You Be?

0-2 years experience: Budget to mid-market
3-5 years experience: Mid-market
5+ years experience: Mid-market to premium
Celebrity clientele/media presence: Premium

Cost-Based Pricing

Calculate Your True Costs:

Direct Product Costs:

Example: Botox Treatment (3 areas, 30 units)
- Botox cost: £3.50/unit × 30 units = £105
- Consumables (needles, alcohol wipes, etc.): £2
- Total Product Cost: £107

Time Costs:

- Treatment time: 30 minutes
- Your hourly rate goal: £150/hour
- Time cost: £75 (30 min × £150/hour)

Overhead Costs (Monthly):

- Rent: £1,500
- Insurance: £200
- Marketing: £500
- Utilities: £150
- Software (Aestheticc): £79
- Total Monthly: £2,429

If you do 100 treatments/month:
- Overhead per treatment: £24.29

Total Cost Per Treatment:

Product: £107
Time: £75
Overhead: £24
TOTAL COST: £206

Add 30% profit margin:
Recommended Price: £267 ≈ £270

Or add 50% profit margin:
Recommended Price: £309 ≈ £300-£310

💡 Pro Tip: Aim for 60-75% gross profit margin to ensure profitability after all expenses.

Psychological Pricing

Charm Pricing:

£249 vs £250 (feels cheaper)
£199 vs £200
£149 vs £150
Works well for price-sensitive treatments

Prestige Pricing:

£500 vs £499 (signals premium quality)
£1,000 vs £999
Round numbers = luxury
Use for high-end treatments

Tiered Pricing:

Basic Facial: £99
Deluxe Facial: £149 ← Most choose this
Premium Facial: £249

Anchoring effect makes middle option attractive

Bundling:

Single Anti-Wrinkle: £250
3-Session Package: £650 (save £100)
6-Session Package: £1,200 (save £300)

Encourages commitment, predictable revenue

Dynamic Pricing Strategies

Peak vs Off-Peak:

Friday afternoon: £300 (high demand)
Monday morning: £250 (lower demand)
Maximizes revenue AND fills slow times

New Client Discounts:

First visit: £200
Regular price: £250
Acquisition strategy

Loyalty Pricing:

5th visit: 10% off
10th visit: 20% off
Rewards retention

Referral Discounts:

Refer a friend: Both get £25 off next treatment
Word-of-mouth marketing

Setting Treatment Duration

Components of Duration

Total Appointment Time Includes:

Client Arrival (5 min)
- Greeting, coat/belongings
- Brief check-in
Consultation (5-15 min)
- First-time: 15 min
- Returning: 5 min
- Review medical history
- Discuss expectations
Preparation (5-15 min)
- Room setup
- Product preparation
- Photos (before)
- Numbing cream (if needed: +20 min)
Treatment (10-60 min)
- Actual procedure time
- Varies by treatment complexity
Post-Treatment (5-10 min)
- Photos (after)
- Aftercare instructions
- Book next appointment
- Payment
Cleanup (5-10 min)
- Room reset
- Clinical waste disposal
- Restock supplies
Buffer (5-10 min)
- Overruns
- Chatty clients
- Complications

Example Duration Calculations

Anti-Wrinkle Treatment (Experienced Practitioner):

Arrival: 5 min
Consultation (returning): 5 min
Prep + Photos: 5 min
Treatment: 15 min (3 areas)
Post-treatment: 5 min
Cleanup: 5 min
Buffer: 5 min
TOTAL: 45 min

→ Enter "45" or round to "60" for safety

Dermal Filler (Lips, First-Time Client):

Arrival: 5 min
Consultation (new): 15 min
Photos: 5 min
Numbing cream application: 20 min
Numbing wait time: 20 min
Prep: 5 min
Treatment: 30 min
Post-treatment discussion: 10 min
Photos: 5 min
Cleanup: 5 min
Buffer: 10 min
TOTAL: 130 min

→ Enter "135" (2 hours 15 min)

Hydrafacial:

Arrival: 5 min
Consultation: 5 min
Prep: 5 min
Double cleanse: 5 min
Exfoliation: 10 min
Extractions: 10 min
Serum application: 10 min
Massage: 5 min
Mask: 10 min
SPF: 2 min
Cleanup: 5 min
Buffer: 8 min
TOTAL: 80 min

→ Enter "90" (1 hour 30 min)

Duration Best Practices

Start Longer, Adjust Shorter:

New treatment? Overestimate duration
Track actual time over 10 appointments
Adjust down once you have data
Better to finish early than run late

First-Time vs Returning Clients:

First-timers: Add 15-30 min for consultation
Option A: Separate "Consultation" appointment first
Option B: One treatment duration, adjust individual appointments
Option C: Two treatments: "Botox - New Client (90 min)" and "Botox - Returning (60 min)"

Include Realistic Cleanup:

Sharps disposal: 2 min
Room sanitization: 3 min
Restock supplies: 2 min
Notes documentation: 3 min
MINIMUM: 10 min cleanup

Round to Calendar-Friendly Increments:

15 min: 15, 30, 45, 60, 75, 90
30 min: 30, 60, 90, 120
Cleaner calendar, easier booking

Updating Prices

When to Raise Prices

Annual Review:

Inflation adjustment (2-5% per year)
Increased experience/expertise
Rising product/supply costs
Market rate increases

Quality Improvements:

New equipment purchased (e.g., premium laser)
Advanced training completed
Clinic upgrades (luxury facilities)
Premium products introduced

Demand Exceeds Capacity:

Booked out 4+ weeks in advance
Waitlist growing
Turning clients away
Price can regulate demand

How to Raise Prices

Method 1: Grandfather Existing Clients:

Current clients: Keep current price (£250)
New clients: New price (£300)
Shows loyalty appreciation

Method 2: Advance Notice:

"Heads up! Starting March 1st, prices increasing to £300.
Book before then to lock in current £250 rate."

Creates urgency, last-minute bookings

Method 3: Tiered Increase:

Current: £250
March: £275 (+10%)
June: £300 (+20% total)

Gradual adjustment, less sticker shock

Method 4: Value Addition:

Price increase + Added value:
Old: £250 for treatment
New: £300 for treatment + complimentary skincare product (cost: £15)

Perceived value increase justifies price

Communicating Price Changes

Email Template:

Subject: Important Update - Treatment Pricing

Dear [Client Name],

I wanted to personally let you know about some upcoming changes.

Starting [DATE], I'll be adjusting my treatment pricing to reflect increased product costs, ongoing training, and investments in clinic facilities to provide you with the best possible experience.

New Pricing (from [DATE]):
- Anti-Wrinkle Treatment: £300 (currently £250)
- Dermal Filler: £350 (currently £280)

As a valued existing client, I'm offering you the opportunity to book at current rates until [DATE-1 month].

Thank you for your continued trust. I look forward to seeing you soon!

Warm regards,
[Your Name]

Social Media Post:

📢 Announcement: Treatment Pricing Update

After 3 years of maintaining the same prices, I'm making some changes starting March 1st to continue providing the highest quality treatments and service.

💰 Current clients: DM me to lock in current rates for bookings before March!

This allows me to invest in:
✨ Advanced training
✨ Premium products
✨ Upgraded facilities
✨ More appointment availability

Thank you for your support! 🙏

💡 Pro Tips

Pricing Psychology

Avoid "From" Pricing If Possible:

"From £150" creates uncertainty
Clients fear bait-and-switch
Better: "£150 for standard, £200 for premium" (be specific)

Show Value, Not Just Price:

❌ "Botox - £250"
✅ "Anti-Wrinkle Treatment - £250 (3 areas, results last 3-4 months, includes follow-up)"

Price Anchoring:

List most expensive treatment first
Makes other treatments seem more affordable
Example: "Full Face Filler £1,500" → "Nasolabial Filler £300" feels cheap

Duration Optimization

Track Actual Times:

Use timer for 10 treatments
Calculate average
That's your real duration
Adjust treatment settings

Double-Booking Risky:

Two 60-min appointments starting at same time
Only if you have two treatment rooms + assistant
High stress if either runs over

Build in Admin Time:

Every 3-4 treatments, block 15-30 min
Catch up on notes
Return calls/messages
Reset for next clients

❓ Common Questions

Q: Should I charge more for new clients vs returning? A: Many clinics charge same price but book new clients for longer duration (consultation included). Or offer "returning client loyalty discount."

Q: Can I negotiate prices with clients? A: Your call, but dangerous precedent. Better: Offer package deals, loyalty programs, or promotional periods.

Q: What if client says price is too high? A: "I understand price is a consideration. My pricing reflects my training, premium products, and personalized care. That said, I offer payment plans and package deals if that helps."

Q: How do I price consultations? A: Free = high no-show rate. £25-£50 = shows commitment, redeemable against treatment = fair.

Q: Should prices be visible on my website? A: Yes for transparency. If market varies greatly, show ranges or "from £X" with consultation note.

Q: Can I charge different prices for different treatment areas? A: Absolutely! "Lip Filler £300 (1mL)", "Cheek Filler £400 (2mL)" - different amounts/complexity = different prices.

Q: What if I underprice and get overwhelmed? A: Raise prices! It's the market's way of telling you that you're undercharging. Aim for 80% capacity, not 150%.

Q: How do I justify premium pricing? A: Training credentials, years of experience, before/after portfolio, premium location, luxury experience, personalized service, better results.

🎯 Next Steps

After optimizing pricing and duration:

Organize Treatments by Category - Better catalog structure
Create Treatment Protocols - Standardize procedures
Test Book Appointments - Ensure durations work
Review Financial Analytics - Track pricing effectiveness

🆘 Need Help?

If you need pricing or duration advice, contact support at: 📧 support@aestheti.cc

Last Updated: 2025-11-10 Related Documentation: Creating Treatments, Treatment Categories, Business Analytics