Stop Copying E Commerce: Black Friday Isn't a Strategy

Is your Black Friday discount quietly costing your clinic more than it brings in?In this episode of The Contraindication, I take on Black Friday, which falls on 27 November this year, and explain why aesthetic clinics and brands need to stop copying e-commerce. Black Friday was built to shift stock, where identical products compete purely on price. But we don't sell TVs; we sell trust. I break down why discounting trains patients to wait, attracts the least loyal patients, undercuts premium positioning and creates real regulatory risk, before sharing what to do instead.What You'll Discover- The Maths Behind the Discount: Why offering a 20% discount on products with a 60% gross margin means selling 50% more units just to generate the same gross profit, during the busiest trading weeks of the year- The Regulatory Edge: Why a Black Friday offer on a prescription-only medicine is advertising it to the public, and why you should check any offer with CAP's Copy Advice team before you post.- Four Alternatives to Discounting: How early access for existing patients, full-price gift vouchers, added value and honest urgency can deliver a strong end to the year without lowering your prices.A discount says you are less sure of your price than you were yesterday, and pricing confidence is contagious. By deciding your Black Friday position now, writing it down in a single sentence and sharing it with your team, you turn a last-minute panic into a genuine strategy.You can contact Elly at theaestheticsmarketer.co.uk.The Contraindication is produced by Urban Podcasts.