As the aesthetics industry continues to gain traction, guidelines for treatment pricing become grayer and grayer. What do individual procedures cost? What should they cost? Why does it vary so much? There is not a one-size-fits-all solution when it comes to pricing injectables. Multiple factors come into play when pricing aesthetic treatments, and the experienced network of providers at Portrait are here to offer insight on this topic.
Before diving in, it’s important to remember that Botox® is more than the purchase and sale of the product. A provider’s years of education, countless hours of training, and overall treatment style play a significant role in how a procedure is performed and the results attained. With that said, there are a few key factors to consider when setting price points for a medical aesthetics business.
The amount of time a provider dedicates to a patient’s treatment matters in the consideration of pricing. Procedure time includes two factors: the amount of time physically spent with the patient and the preparation time invested outside of the actual studio. Nicole Brustkern, DNP, FNP-C, CPNP, encourages new injectors to be mindful of including consultation time in their price point. While it is only 15-30 minutes on the surface, the injector is still leveraging their expertise to give medical advice and assess a patient’s anatomy. Aside from the actual product used, many providers put their own personalized touch into each patient’s experience. The extra time & effort that goes into the details is part of the overall package offered, which factors into provider compensation.
While no two procedures are ever quite the same, the number of elements needed can increase the degree of difficulty. An appointment using a single product type will be more straightforward in execution and pricing. When patients receive several different products or services in combination, the price point will naturally increase. The higher price point is related to the sheer amount of product and the expertise involved in multi-skilled treatments.
Businesses are often known for their signature dish, specialty drinks, or top-selling items. If there’s a product that a business is known for, in particular, they price it accordingly! The same rules can apply to aesthetic injectors. If a provider's expertise shines on a specific procedure, the patient experience will be that much better. For providers looking to nail down a specialty, consider what treatments are most enjoyable or drive the most impressive patient results.
The most influential criterion that sets a provider apart from others is their experience in the industry. No credential or training can take the place of years of performing procedures and perfecting techniques in real-time. A provider with years of experience injecting should be pricing themselves above the average market rate in their area. For newer providers, start at the competitive rate in the area and reevaluate as one gains experience.
Duration of Results
A product that yields longer results than others should naturally be priced a bit higher because treatments will end up being less frequent. In terms of filler, RADIESSE® can last up to two years, while comparatively, Versa will last 9-12 months. At first glance, this may cause patients to think “RADIESSE® all day every day” but each of these are beneficial in their own unique way.
RADIESSE® shines in targeted areas for building structure, such as cheeks and jawline. The active ingredient in RADIESSE®, calcium hydroxylapatite (CaHA), not only adds volume to the treated area but also stimulates the collagen production process. With its biostimulation properties, RADIESSE® is a versatile product that can also be hyperdiluted and used-off label for acne scarring, fine lines, and non-surgical BBL.
Versa, on the other hand, is a versatile dermal filler that can be used almost anywhere. The primary ingredient in both Versa and Versa Lips, hyaluronic acid, provides the ideal balance between volume and smoothness. This product can treat wrinkles as well as restore volume to give the skin a soft, healthy appearance. Due to its balanced profile as a hyaluronic acid filler, it does not offer the longer lifespan of RADIESSE®.
There is value in knowing what other businesses look like within a provider’s range. Researching how an individual’s business falls against others in the area is valuable knowledge when deciding if the price of treatments is optimal. Several times per year, a provider should get a feel for what is being charged in their local city to make sure they are staying competitive. Nicole said it best herself, “If I’m charging the least amount of everyone, that doesn’t say I’m a great deal, that just means I don’t value myself.”
If a provider is located in close proximity to a major city, it could be beneficial to check out the pricing in these markets as well. Make sure prices are adjusted accordingly to stay competitive and keep up with the surrounding demand.
While the industry pricing varies A LOT, there are some unspoken rules that exist around pricing. Neurotoxins are a more straightforward procedure with a higher frequency of treatment, so they will typically be priced lower than fillers. The price of neurotoxins varies a lot by region, with unit pricing being as high as $22 in New York and as low as $9 in Arizona.
Fillers, in general, are priced in the $600 to $900 range, with filler type dictating where in the range they fall. Your lip fillers will lean towards the lower end, while your structural contouring fillers will be on the higher side.
Price According to Worth
For others to see a provider’s value, they need to see it in themselves first. Providers who are just getting started, and those who have a great foundation already, should be confident in their skill set and set prices accordingly! Ultimately, the clients who value their provider and the results they deliver will never question the price tag.