Discounting is one of the most hotly debated topics in the facial aesthetics industry. On one hand, everyone loves a deal. On the other, discounting can quickly devalue your services, attract the wrong clients, and undermine your brand.
So what’s the answer? In this blog, we’ll explore when discounting is strategic—and when it’s simply a trap.
1. Start With the Psychology of Pricing
Your ideal patients don’t buy because it’s cheap—they buy because it feels *valuable*. If you start the relationship with a discount, you set a low-cost expectation that’s hard to reverse.
Tip: Focus on value, not price. A £295 treatment becomes: “a personalised plan using advanced techniques, with full aftercare and review.”
2. The Dangers of Competing on Price
There will always be someone cheaper—and they’re not your competition. Chasing the bottom of the market burns out both your margins and your motivation.
Strategy: Reframe your marketing around outcomes, safety, longevity, and experience— not cost.
3. When Discounting Can Work
Discounting isn’t evil—it’s just misunderstood. Done strategically, it can drive loyalty, reactivation, or urgency.
Use discounting only when:
– Rewarding loyal clients
– Celebrating milestones (anniversary, birthday) – Filling short-term gaps (last-minute availability)
Tip: Offer credit or bonuses, not blanket % off.
4. Add Value Instead of Slashing Prices
You don’t need to offer “10% off.” Try this:
– “Book cheek filler and receive a complimentary LED session.” -“Every May, enjoy a free skincare gift with treatment.”
Tip: Perceived value beats raw discounts every time.
5. Anchor Your Pricing with Context
Don’t just list the number. List what’s included:
“Advanced toxin treatment: £275 – Full consultation
– Bespoke treatment plan
– Two-week review and top-up. – Aftercare support”
This justifies premium pricing.
6. Build a Clear Pricing Policy
Random, reactive discounting confuses patients and undermines trust. Decide when, how, and why you offer promos. Make them rare, time-bound, and purposeful.
Use BTC’s Income Projection Tool to assess if a discount is actually profitable.
7. Promote Without Apology
Showcase your value regularly. Share patient journeys, behind-the-scenes care, testimonials, and safety measures.
CTA: “We’re fully booked this month—DM now to secure your June appointment.”
Final Thought:
Discounts should be strategic tools—not your main marketing message. Protect your brand by pricing with purpose, adding value, and standing confidently behind your worth.
Next Step:
Download BTC’s Pricing Confidence Script and Loyalty Offer Template now at: https://www.botulinumtoxinclub.co.uk
