Medspas are increasingly implementing budget-friendly options to cater to price-sensitive clients, becoming a “one-stop destination”, particularly for Gen Z and millennials who are more interested in non-invasive wellness programs and skin care.
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Medspas are increasingly implementing budget-friendly options to cater to price-sensitive clients, becoming a “one-stop destination”, particularly for Gen Z and millennials who are more interested in non-invasive wellness programs and skin care, eliciting in-house results at home on a tight budget. A NLM study found that 62.3% of plastic surgeons classify their patients as "moderately price-sensitive," with 30.6% describing them as "very price-sensitive”[1].
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Medspas are increasingly implementing budget-friendly options to cater to price-sensitive clients, becoming a “one-stop destination”, particularly for Gen Z and millennials who are more interested in non-invasive wellness programs and skin care, eliciting in-house results at home on a tight budget. A NLM study found that 62.3% of plastic surgeons classify their patients as "moderately price-sensitive," with 30.6% describing them as "very price-sensitive”[1].
“The biggest risk associated with being price-sensitive is not achieving optimal results while still spending money,” says plastic surgeon Lucie Capek, MD. “To be effective, most non-surgical treatments require a significant commitment to a series of visits, along with home skin care, and then additional treatments to maintain the results and protect the investment over time.”
She says the key to retaining clients within their respected budget is diversification. As medical aesthetic and cosmetic treatments are often out-of-pocket expenses, offering a range of highly effective services along with regular education and communication matters, Capek adds.
Skin Care Invites Treatment and Package OptionsChineewan Somsap at Adobe Stock
Sai Swaroop, Kline’s beauty and wellbeing industry manager, says tightened budgets in recent years have made consumers more discerning with their purchases.
“Often the best place to start your aesthetic journey on a limited budget is with a full skin care evaluation by a qualified expert who will provide a comprehensive home skin care treatment plan while you are saving up for those larger ticket procedures,” says Capek.
Younger generations have especially become more informed with at-home skin care innovations, finding alternatives to their in-office treatments at a fraction of the cost while replicating results, Swaroop says. Physicians should lean into education, he adds, to demonstrate the “superior” outcome of in-house treatments compared to at-home products, and how at-home products can maximize in-office treatments.
Capek says the guidance of an expert medical aesthetician is essential to also include a comprehensive home skin care regimen to optimize results cost effectively.
According to Kline’s Survey[3], Millennials and Gen Z now account for 46% of patients seeking non-surgical aesthetic treatments, who are more open to a variety of services like skin care regimen and upkeep, as these groups often favor regular maintenance and advanced facials.
“Physicians can consider procedure pairing benefits and leveraging available clinicals from professional skin care brands that show how at-home products can maximize the outcomes of advanced in-office treatments,” says Swaroop.
Broad Menus that Address Array of ConditionsGreen Creator at Adobe Stock
While skin care can be incorporated into the recovery and longevity of treatments, attracting patients to in-office menu options, Swaroop says a broader menu creates more opportunities for bundling, offering cost-saving options for clients as they become increasingly interested in wellness programs.
According to Kline’s Survey, the integration of wellness services — such as weight loss, hair growth and overall health — is an emerging trend. About 20% of surveyed physicians plan to offer wellness programs by 2025, introducing bundled promotions and forming in-office partnerships with wellness companies to attract a broader audience.
“Innovation, the introduction of new professional skin care brands, and fresh outlet concepts offering expanded services will also boost consumers' willingness to spend,” says Swaroop.
Richard Purvis, CEO of Skin Moderne, says offering unique, efficacious treatments that are safe and have no down time, while delivering optimal results increases client retention within the client budget.
How Plastic Surgeons Approach Cost Sensitivity
Capek says her practice has curated a menu of paired treatments that address the most common patient concerns, offered together as a package that includes a discount compared to doing each treatment separately. She says not only is this treatment combo more effective at getting the patient major results, but by packaging them together and paying upfront, the patient will see significant savings.
Purvis has implemented tiered pricing, along with introductory packages–cost-effective bundles for first-time clients to lower the barrier to entry. He says membership, financing and group plans also expands options for price sensitive patients.
“Consumer priorities are evolving, and physicians are recognizing opportunities in these shifting interests,” says Swaroop. “As holistic aesthetics, longevity, and health prevention gain more focus, we anticipate [wellness programs and diversified menus] will become a standard offering… as practices transform into one-stop destinations for essential services.”
Chineewan Somsap at Adobe Stock
Chineewan Somsap at Adobe Stock
Green Creator at Adobe Stock
