26 April 2023

The provision of medical aesthetic treatment has expanded rapidly in recent years. The Scottish market is becoming increasingly competitive with access to cosmetic treatments at GP surgeries, dental surgeries, aesthetic clinics, medi-spas and beauty salons. Medical, dental and nursing professionals are entering the market at an unprecedented rate, sometimes as an adjunct to their current medical or dental services.

Social media is driving awareness and acceptance of cosmetic medical procedures and shifting consumer attitudes.  What might once have been considered extreme is now edging towards mainstream and generating demand from new demographics, including men and young women.  Aesthetic procedures are now often targeted at those interested in beauty, health and wellness, rather than surgery, and procedures are being tailored to address this interest.  The increase in demand for non-surgical nose jobs is a good example.

The rapid expansion of aesthetic medicine is predicted to continue, and the widespread availability of procedures may well produce a more discerning consumer.  Most cosmetic practitioners will have experience of patients being increasingly well informed at initial consultation.

So, the question for aesthetic practitioners will be this: How will you protect your practice to ensure that it is thriving in years to come?   The reputation of the clinic and individual practitioners will only become more important to consumers.  Manufactures might also benefit from proactively selecting and training prioritised groups of aesthetic practitioners for certain procedures.

The industry is also aware that tighter and more specific regulations are likely to be enforced in time to come.

Throughout this period of rapid progression, it will be of vital importance to remain focused on the basics:

• Consent:  Continue to obtain and record informed consent.

• Record-keeping: Take time for detailed, accurate and relevant record-keeping. 

• Patient selection:  Remember that you are not required to treat every patient who consults with you.  It will be important for you to consider whether the requested treatment is appropriate for the patient and whether it is likely to address their concerns.  

Aesthetic medicine will continue to be one of the most exciting areas of medicine for practitioners and consumers for years to come.  But during this rapid period of expansion, your focus on future-proofing will be essential.

BTO Solicitors LLP is a full service law firm with solicitors specialising in clinical defence, employment law and commercial law.  The authors of this article, Cara Docherty and Natalie McCartney, specialise in clinical defence, with an interest in aesthetic medicine.  If you have any queries in relation to protecting your practice then please don’t hesitate to get in touch.

Natalie McCartney, Senior Associate and Solicitor Advocate: nem@bto.co.uk / 0131 222 2939

Cara Docherty, Associate: cdo@bto.co.uk / 0141 221 8012