There are a few words in the English language which conjure up very vivid and uncomfortable images in people’s minds. One of those words is “needle.” From a marketing perspective, it’s probably not the best word to include in a name, but it’s the one that has stuck when it comes to microneedling.
And no, the “micro” does not really take the edge off. This means that clinics offering microneedling have to help patients overcome this psychological hurdle. This article aims to offer a few pointers that professionals can use to help ease patients’ anxiety and prevent them from being intimidated by the name of this popular therapy.
Compare it with other services
This can be done in consultation with potential patients, in marketing materials, or in the FAQs section of a website. Ask prospective patients, or get them to ask themselves, whether they have used any other professional services involving needles, such as acupuncture or tattoos. Or see if they have had experiences with any which involved lasers or waxing.
These were probably just as intimidating, and in the case of tattoos and perhaps waxing, far more painful. You can make the case that if they have dealt with those, then they will have no problem with a professional using a harmless and mostly painless microneedling pen on them.
Tell them about negative experiences
They say that honesty is the best policy, and this is as true when it comes to marketing a microneedling service as it is elsewhere. It is a fact that while most patients experience no pain at all from the treatment, a very small minority have reported feeling a mild scratching sensation in certain areas of their face while the surgery was being performed. In all cases, it passed quickly.
Be honest with your patients about this, because if they turn out to be one of those people and you’ve been preparing them by telling them they won’t feel a thing, they might think you did something wrong. This could lead them not to recommend you or to leave a bad review. It could even lead them to freak out during the therapy. It is essential that you manage their expectations.
Remind them of how you reduce risk
In the minds of some people, needles may not only be associated with painful injections, but with disease. A microneedling pen doesn’t look like the kind of disposable needles they use in a hospital, so they may not know that the cartridges are single-use. This could cause them to worry that the same microneedles might be used by other patients too.
You should point out that each patient is treated with a brand new sterile cartridge, and that their skin will be cleaned and disinfected first.
These are all things that you should be doing besides focusing on the benefits. Microneedling is a minimally invasive procedure that is simple, safe, and effective. That’s really everything a patient could ask for. It can be used to treat a huge range of skin conditions too, from wrinkles and acne to scars and skin pigmentation issues. Be sure to benefits like these in your marketing materials as much as possible.
