Avoiding Common Mistakes Aesthetic Practice Owners Make When Purchasing Aesthetic Lasers

Investing in aesthetic lasers is one of the most significant decisions aesthetic practice owners make. These devices can expand service offerings, boost revenue, and enhance client satisfaction. However, purchasing the wrong equipment or making ill-informed decisions can result in costly mistakes.

1. Failing to Research the Market

Many aesthetic practice owners rush into purchasing a laser without conducting proper market research. It’s essential to understand different laser types, technologies, and brands. Look for reputable manufacturers, read reviews, and compare features. Consider attending industry conferences or consulting with Apex Aesthetic Consulting to gain valuable insights.

2. Ignoring Total Cost of Ownership

The purchase price of a laser is just the beginning. Aesthetic Practice owners often overlook additional costs such as maintenance, repairs, consumables, and staff training. Factor these expenses into your budget to avoid unexpected financial strain.

3. Falling Victim to Predatory Selling Practices

Unfortunately, many of the aesthetic laser companies encourage their sales people to use predatory selling practices. Some of these strategies can include inflating the treatment cost to the patient, over-estimating the number of patients who will purchase the service at that price, and presenting an unrealistic ROI as a way to convince an aesthetic practice owner that the device is an "ATM machine." Do not fill out a credit application or "business profile" before the cost of the device has been disclosed. Laser reps often determine what to sell the laser for based on the amount of loan an aesthetic practice owner qualifies for. If you are a well-qualifies buyer that can mean that the cost of the laser may be more than it might be for someone with average or below-average credit. As the year is ending, laser sales reps also often pressure aesthetic practice owners into believing that they are getting "the deal of the century" by purchasing in a short time frame. If the sales presentation is beginning to feel a lot like a high-pressure time share presentation, then it is time to step back and ask the rep to leave. Sleep on the decision, do not be pressured by these type of selling techniques.

4. Utilizing Lenders Recommended by the Laser Companies

Often, these preferred lenders are also in the business of predatory lending practices. Whether it is not disclosing the interest rate, pay-off penalties, or other hidden fees. Promotional offers of zero percent interest or deferred payments can result in higher rates on the remainder of the term and are often not disclosed. If the pressure to use the lender dominates the conversation, then there is also a chance that the rep or company is receiving a kick-back to sell the loan, then the provider may end up paying for that kick-back in a higher interest rate as well. At Apex Aesthetic Consulting, the recommendation is to have all loan paperwork reviewed by an attorney. Compare loan options from other sources before making a final decision.

5. Overlooking Versatility and Upgrade Options

Some aesthetic practice owners purchase single-function lasers, limiting their treatment offerings. Consider investing in multi-functional devices that can handle a range of treatments like hair removal, skin resurfacing, and tattoo removal, especially if the device is the first one being added to the practice. Very niche treatments mean limiting the number of patients who will seek out that service. Additionally, check if the system is upgradeable as new technologies emerge.

6. Neglecting Compliance and Certification

Purchasing a laser that doesn’t meet regulatory standards can result in legal troubles and lost business. Ensure that the device is FDA-cleared or approved by relevant regulatory bodies in your region. Certification ensures safety, reliability, and effectiveness. Do not trust the rep or company to be honest about it's status with the FDA or that the device can be utilized by certain level of providers without doing independent due diligence. Research on the FDA website for a 510K clearance and communicate directly with governing bodies in your state to determine if a certain technology can be utilized.

7. Skimping on Training and Support

Even the most advanced laser won’t be effective if your team isn’t properly trained. Look for vendors that provide comprehensive training, ongoing technical support, and marketing assistance to help you succeed.

8. Ignoring Service Agreements and Warranties

Always review the manufacturer’s warranty and service agreements before purchasing. A robust service plan can save you time and money if the device malfunctions. Avoid vendors that offer limited support or unclear terms.

9. Over Reliance on Laser Rep or Laser Company Post-Sale

Every laser rep and company in the industry will promise to support an aesthetic practice after the sale. The reality is that rarely occurs. Laser rep turnover is very high, and most reps are not qualified to train staff, assist with marketing, or help with events. If an aesthetic practice owner is unable to successfully launch a new treatment without the help of the rep, then purchasing a device will result in a very expense dust collector. At Apex Aesthetic Consulting we offer an independent laser launch package, for those practices that want to bring on the technology, but will need personalized support to do so.

Final Thoughts

Purchasing an aesthetic laser is a major investment that can propel your aesthetic practice forward — if done correctly. Avoid these common pitfalls by researching thoroughly, considering long-term costs, and partnering with trustworthy vendors. So the final questions are- who is a trustworthy vendor? What device should be brought into a practice? With the assistance of Apex Aesthetic Consulting, you’ll enhance your service offerings, boost profitability, and deliver superior client results. Book your free consultation on our service page to get started today!