3 ways to tweak your body contouring marketing in response to weight loss injections

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You’re listening to The Body Contouring Academy’s Proven Profits Podcast 

Where you’ll learn simple actionable strategies from real world successful body contouring professionals to help you generate more revenue, realize the profits you want and create the life you desire. 

Hi I’m Shannon and I’m Kay and we’re your hosts of The Proven Profits Podcast

Hi there healthcare professionals, business owners, body contouring technicians and beauty professionals!  Welcome everyone!   Kay here. Shannon and I want to thank you for being here too!

As you know, as body contouring professionals we use non-invasive technologies to reduce unwanted fat and sculpt the body.  And for a long time, the demand for these treatments has been very high and growing.  Recently, however, some body contouring businesses have experienced a reduced demand for non-invasive fat reduction treatments owed to the popularity of weight loss injections. What about yours? It’s not temporary guys.  It’s here to stay.  So if you are feeling the pinch, it’s time to take steps to adjust your marketing messaging to reflect this new reality - the change in what our customers want and need. Our medspa was feeling the impact and we took action.  And in this episode we detail the actions you can take to ensure continued success in your body contouring business - even as the popularity and accessibility of weight loss injections continues to grow.  

But there is good news!  You’re going to see that these action steps are easy.  They make total sense and will align with your body contouring brand.

Listen carefully as each of the 3 steps comes down to understanding how weight loss works and how weight loss affects the body, i.e. the changes brought about by the weight loss injections.  

It’s then that you’ll see why non-invasive body contouring treatments are still very much needed, arguably even more than before.

Okay, so let’s look at 

Fat Reduction Treatments vs Overall Weight Loss

Understanding the critical differences guides your next steps

As you know, body contouring businesses are feeling the impact of the popularity of weight loss injections in a decreased demand for fat reduction treatments. 

While non-invasive fat reduction treatments like cavitation, lipo laser and cryolipolysis do a great job at reducing unwanted fat in target areas, weight loss injections like Ozempic offer a pharmacological vehicle for quick and effortless overall weight loss.  

It’s important to remember that weight loss and targeted fat reduction are not the same thing.

Weight loss does not lead to spot or targeted fat reduction. We cannot target weight loss to a specific problem area or areas. 

And the rapid weight loss produced by weight loss injections leads to some unwanted side effects: a significant  amount of (1) muscle mass loss and (2) loose, saggy skin.  

So, by being aware of and acting upon these facts:

The weight loss injections cannot target weight loss to a specific area(s) of the body, and problem areas will persist; 

Weight loss produced the weight loss injections leads a loss of muscle mass in addition to fat loss; and

The rapid weight loss afforded by Ozempic and the others often results in substantial loose, saggy skin.

The steps you need to take make total sense.  You need to  

 Adjust the focus for fat reduction treatments (which we’ll detail); and (2) & (3) make skin tightening a priority and muscle toning a priority in your marketing messaging 

Let’s explain a bit more.  Continued profits in your body contouring business requires steps in these three categories.  

You must:

Promote fat reduction treatments to ‘problem areas’

Shift your focus and your messaging in fat reduction treatments to ‘problem areas’

Make skin tightening treatments a priority

Heighten the attention on skin tightening and promote skin tightening treatments

Emphasize the benefits of muscle toning treatments

Make muscle toning a marketing priority 

So next, we’ll break down each of the three categories into actionable steps. 

I

We said was to adjust the focus of your fat reduction messaging

Shift to a focus on ‘problem areas’ in your fat reduction marketing messaging 

because…

Despite the popularity of weight loss injections, fat reduction treatments are still relevant 

Your non-invasive fat reduction treatments are still relevant despite the popularity of the weight loss injections. 

Keep in mind there are consumers who prefer technology (treatments) over pharmacology (weight loss injections) for body shaping.  Not everyone is buying into weight loss injections.  

And it’s important to consider fat reduction treatments as a complementary therapy to weight loss injections since many patients who are losing weight are bothered by the continued existence of their problem areas.  

As we said already, you’ll need to make some tweaks to your fat reduction marketing messages.  That’s because your current marketing probably no longer matches what most of your prospective clients want or need. 

Adjust your messaging to improving ’problem areas’ of stubborn fat

Consider fat reduction treatments and weight loss injections as complementary treatments.  Weight loss does not eliminate problem areas.   

This simple change will make fat reduction sales soar!

Here’s how to do it.

How to promote fat reduction treatments to ‘problem areas’ targeting weight loss patients

Focus on one problem area each month, i.e. abdomen

Use messages like this:  “Are you frustrated because you’re losing weight but you still have a belly pooch?  We have an easy solution”

See how we used the pain point of a specific problem area and spoke directly to prospects who have been losing weight?

And by focusing on problem areas, it’s easier than ever to plan your marketing calendar! Abs,  arms, hips and so on. Now let’s move to the second step.

II

Make marketing of skin tightening treatments a priority

Okay, let’s review 

Why skin tightening treatments are relevant to weight loss injections

The weight loss injections often lead to loose, saggy skin.  

Significant weight loss, especially when it occurs quickly as it does with the injections, often leads to loose skin.

Areas of that cause the most concern include the buttocks, arms, thighs and abdomen. 

Promote skin tightening treatments 

If skin tightening is not a current marketing priority, make it so.

As many as 70 - 90 percent of adults suffer from some form of skin laxity.  That’s a whole lot of people.  

Add to that the number of weight loss injection patients…and you have an incredible demand for skin tightening.

And this is how you can promote skin tightening treatments.

How to promote skin tightening treatments to weight loss patients

Many consumers don’t know that loose skin can be improved, and especially without surgery.

Your marketing messages should educate them.

Use a message like, “Feeling good about losing weight?  But not so good about the changes in your skin?  Firm up your skin with easy, affordable treatments that don’t involve surgery or downtime!”

See how this message spoke directly to the weight loss patient frustrated with loose skin?

You are doing what you’ve always done, solving problems and making people feel better about themselves.  

Need to bring a skin tightening treatment on board in your business?

Radiofrequency (RF) is the gold standard technology for the treatment of loose skin.

We offer a great certification course called….

Radiofrequency (RF) Skin Tightening Certification 

(The Body Contouring 6 in 1 Masterclass) 

 We left a link to the course in today’s show notes, so you can take a look at the course details if you’d like.

And now to the 3rd step you need to take

III

Start highlighting the benefits of muscle toning treatments in your marketing messaging

And here’s why

Nearly half of all pounds lost from weight loss injections is muscle loss

Forty percent of the weight lost with the current weight loss injections is from a loss of lean muscle mass.  

Here’s why this happens…

The body pulls fat reserves first when there is a deficit of energy from food.  

But the weight loss injections produce rapid weight loss.  And when a significant amount of weight is lost quickly, the body must pull the energy it needs from the muscles, i.e. breaks muscles down and burns them for energy. 

The more weight lost in a short period of time, the more muscle mass that will be lost in addition to fat. 

You can see that weight loss patients have a real need for muscle toning treatments.

Highlight muscle toning treatments and tailor messages to those with muscle loss from losing weight 

If muscle toning treatments are not a current marketing priority, make them so. 

How to promote muscle toning treatments to weight loss patients

Though weight loss injection patients experience muscle loss in many areas, the majority of them tend to be the most concerned with loss of muscle mass to the buttocks, i.e. you’ve probably heard the phrase Ozempic Butt.  

And, most often this problem is compounded: the saggy skin and muscle loss combine to create significant distress.  

So use this ‘problem’ in your messaging.  

Use messages like, “Lost the weight but now you’re losing your buttocks?  Get help lifting and building them back without exercise or surgery!  Find out more.” 

See how this spoke directly to the weight loss patient with an ‘Ozempic Butt’ concern?

Need a great muscle toning treatment?  

Electromagnetic Muscle Stimulation (EMS) is a technology every body contouring provider should offer.

We offer a body contouring certification course…

Electromagnetic Muscle Stimulation (EMS) Course for Body Contouring 

And as always, we left a link in today’s show notes so you can check out the course details.

Final Thoughts

Adapting to market changes is key to maintaining profits in your body contouring business. 

By shifting your focus to addressing 

(1) problem areas, 

(2) prioritizing skin tightening, and 

(3) emphasizing muscle toning treatments, 

you can meet the evolving needs of consumers and continue to grow and ensure profits in your body contouring business. 

This three step plan worked wonderfully for our medspa…and we know it will work for you and your business too!

Remember, these treatments are not only complementary to weight loss injections but are also essential for achieving optimal body transformation results.

So…implement these strategies now to thrive in this changing landscape.

That’s it for today.  Until next time, Beautiful Wishes

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