For practitioners in aesthetic medicine, reputation isn’t just a buzzword – it’s the foundation on which successful careers and thriving clinics are built.
However, reputation isn’t just about the quality of your clinical results; it encompasses the entire patient experience, interactions with peers, and the wider industry. Every interaction, from online reviews to offline relationships, contributes to how you are perceived.
In this article, we explore the importance of reputation management and actionable strategies for safeguarding and enhancing it, using insights from our podcast with Vanessa Bird, AKA The Aesthetic Consultant.
Your reputation is the backbone of your professional success and is intricately linked to trust and loyalty among your patients. As Vanessa Bird, The Aesthetic Consultant, puts it, “Your reputation is like a QR code – it gives people an insight into who you are, what you do, and whether you’re someone worth knowing.”
And, in a small but competitive market like aesthetics, reputation is a currency. Whether it’s a glowing review or a whispered criticism, news travels fast. Practitioners who fail to manage their reputation risk limiting their opportunities or, worse, jeopardising their careers. As Bird explains, “This is still a small industry, and people don’t forget gossip, mishaps, or incidents.”
As we touched on earlier, reputation reflects not only your technical and clinical skills but also your character. "It’s about how approachable, ethical, and professional you are," says Bird, emphasising how your reputation can unlock doors to speaking engagements, partnerships, and patient trust.
Legal firm Clyde & Co, who we work with, comments, “Reputation will mean different things to different people, depending on their area of practice, stage of career and plans for the future. Fundamentally, your reputation is the bedrock of your ability to attract people to want to work with you. It particularly matters if you work in a profession where word of mouth carries weight, as a strong reputation will generate confidence in the work you do and people’s willingness to ask you to do it.”
It is important to consider the impact that your online activity can have on your reputation. How you represent yourself online matters, as patients frequently consult online reviews and social media to make decisions about aesthetic treatments.
So, make sure you have a solid understanding of the rules that apply to marketing and advertising your aesthetic services on social media. You can read our article on Social media marketing for aesthetic practitioners here.
There used to be a lot more friction between you and people who wanted to complain about you. If someone was unhappy, they’d have to write a letter or put in a phone call, but in today’s digital landscape, people can air their frustrations instantly at the touch of a button. Add to this the fact that online reviews hold a lot of power, and managing your online reputation becomes key.
A single negative review, justified or not, can quickly snowball and be damaging to your reputation. It’s impossible to stop negative reviews from happening, but how you handle them can make or break your reputation. Bird advises against reacting impulsively. "The first thing I’d suggest is not to reply straight away. Emotional responses rarely yield professional results," she notes.
Bird also reminds practitioners that perfect ratings are neither realistic nor necessary. A mix of positive and critical reviews lends credibility, as "nobody believes glowing five-star reviews time after time," she says.
Clyde & Co advises, “Unfortunately, in the world of social media we now live in, negative reviews and news are a hazard of the trade. If your customer/patient/client has the ability to leave a review (be that on Google, a social media platform or any other publicly visible forum), it is always possible that that review will be negative, even if objectively speaking, the work you carried out was of a reasonable standard.
“It is not possible to please everyone. People are entitled to their opinions, and social media allows a platform for those opinions to be raised. Think of the number of products you have bought from a seller such as Amazon, where 1,000 people have left positive reviews, but 10 thought the product was terrible – both the positive and negative reviews are equally publishable, and ultimately, the same can be true if the product you are selling is a public service such as medical treatment.
“ If you have the misfortune to receive a negative review, there is often little you can do unless what has been said is demonstrably untrue, breaches the guidelines of the platform it is published on, or is sufficiently offensive to amount to libel, in which case the social media platform itself might be able to assist, or legal proceedings might be an option – but such occasions will be rare. Furthermore, the risk of trying to challenge negative reviews publicly is that you fan the flames instead of putting them out. Often, it is, therefore, better to leave the matter be, let nature take its course and hope that the positive reviews outnumber the negative and that today’s news quickly becomes tomorrow’s chip paper.”
For more on this, please read our article on Online reputation: dealing with negative reviews.
Reputation begins with how you treat patients – not just during treatments but throughout their entire journey. Bird emphasises the importance of creating a seamless, positive experience: “It’s the little things that patients remember – the quality of your waiting room, how they’re greeted, and even how you serve tea or coffee.”
These details can elevate the patient experience and leave a lasting impression. For example, Bird recalls her own experience comparing two car dealerships. One welcomed her with a luxurious atmosphere, offering tea in a china cup, while the other directed her to a machine in the corner. These small touches can shape the overall impression of your clinic. To safeguard your reputation, focus on elevating every aspect of the patient experience, from first impressions to follow-ups.
Read our article on How to make sure your patients leave happy here.
Social media is a double-edged sword. It’s a powerful tool for showcasing your expertise and connecting with patients, but it also leaves you vulnerable to scrutiny. Bird advises practitioners to strike a balance between personal and professional posts. “Decide what to make public and what to keep private,” she says.
Practitioners should also avoid controversial topics or unprofessional content. Before posting, ask yourself: does this align with my brand and the image I want to project? If in doubt, consult a trusted colleague or advisor.
Handling complaints calmly and respectfully is vital, whether online or in person. Professionalism during tough situations can reinforce credibility. This is particularly true for negative online reviews, which are highly visible to a wide audience of patients, competitors, and peers.
Bird suggests crafting responses that demonstrate professionalism and a willingness to resolve issues. “Respond thoughtfully, turning potential negatives into opportunities to showcase your professionalism. For instance, if the complaint comes from a patient not on record, you might reply: ‘Thank you for your feedback. We have reviewed our clinic records and don’t have any record of your visit. However, we’d be happy to discuss this further—please reach out.’ Such responses demonstrate transparency and professionalism to potential clients who view the interaction.”
Julia Kendrick, founder of Kendrick PR, recommends using the A.C.E method.
Remember, do not breach patient confidentiality. Law firm Clyde & Co, with whom Hamilton Fraser works, advises: “It may be tempting to respond by stating what you consider happened as a matter of fact. However, this could breach patient confidentiality. It is also unattractive to engage in an online dispute with the patient.”
If you think a review is defamatory, you could take action; however, Clyde & Co. advises: “Bringing a claim for defamation can cause more damage to reputation than doing nothing”, reminding practitioners that “People who read online reviews (good and bad) will usually do so with a healthy degree of scepticism and pragmatic acceptance of a bad online review will often be the best approach.”
Reputation isn’t just about patients – it’s also about how you’re perceived within the aesthetic community. Networking with peers, suppliers, and other professionals can strengthen your reputation. Positive relationships can lead to referrals, collaborations, and industry recognition. Bird suggests practitioners focus on being approachable and supportive, as "people recommend people they like."
While prevention is ideal, mistakes or incidents that harm your reputation can happen. Bird’s advice is clear: accountability is key. "Take ownership of your mistakes," she urges.
“People are actually very forgiving if you say, "Do you know what? You're right. I made a mistake. It was ill-advised; I've learned from that; I'm moving forward. You can actually turn it into a positive.”
If a claim is made against you or you are accused of something that means you are under investigation or facing a fitness to practise hearing, it can be extremely damaging to your reputation if this is made public and is published in the newspapers or shared on social media. In these instances, Clyde & Co advises: “It is an inescapable fact that we live in an increasingly litigious society, and much like the possibility of receiving negative reviews, the possibility of being sued is a fact of life for healthcare practitioners.
“Thankfully, litigation is more often than not conducted privately, in the sense that it is not publicised. Statistically, the majority of claims do not reach trial, as they are either discontinued or settled and more often than not, the matter will be resolved behind the scenes and will hopefully have no impact on your reputation. Even cases which do reach trial will often attract no publicity at all. There are, of course, cases which do attract public attention, but just as with social media, it is usually not possible to prevent the matter from being publicised, if there is an appetite for that to happen.
“That can have a negative impact on your reputation, but if what is reported (be that in the press or in the conclusion of the case itself) accurately reflects what happened in the case, there is usually little that can be done. The same is true of fitness to practise proceedings, which, if they proceed to a full hearing, are typically considered in public (albeit members of the public rarely attend the hearings) and do sometimes (but rarely) attract press attention.
“With fitness to practise proceedings, reputational damage is often caused less by press attention than by restrictions that might be imposed by the regulator, which impede your ability to work and can hinder your career progression. If you find yourself in such a situation, the key to repairing any reputational damage is less often in challenging what has been said or written about you and more in demonstrating that whatever has been said about you is not representative of the standards you usually set and reach for yourself. The best way to demonstrate that you are fit to practise is by practising – use the negative publicity as an opportunity to learn and demonstrate to your public/patients that the product you have to sell is a valuable one.”
Remember to seek professional advice before responding to any negative publicity if there are any legal or insurance implications (see below). Read our article on How to handle complaints effectively here.
Collaborating with a public relations (PR) professional can also be a game-changer. A strategic "relaunch" of your professional image can help rebuild trust and positively reposition your brand.
You can also regularly review your online presence to address any lingering issues and make sure your profiles reflect your professionalism.
Clyde & Co adds, “The best way to repair that reputation, if indeed it needs repairing, is to direct your efforts into doing your work to the best of your ability and demonstrating that whatever negative comments have been made about you, they are not reflective of the usual quality of your work. As stated above, the best way to show you are fit to practise is by practising.
“It is also important to remember that one negative review or experience does not define you, neither does it erase everything you have achieved in your career. Most clinicians will see and treat thousands of patients throughout the course of their careers. When you receive a complaint or negative publicity, it is easy to focus on that and lose sight of the fact that the majority of the patients you have treated have been happy with the service they received. Have faith that those people will still be happy with your work, even if someone else is not.”
No matter how competent you are, insurance claims and complaints are sometimes an unavoidable aspect of running a practice. While they can pose challenges to your reputation, how you handle these situations can significantly impact public perception of your professionalism and credibility.
The key is to manage such scenarios carefully to avoid prejudicing the claim while protecting your reputation. Here are some tips:
When faced with a claim or complaint, discretion is crucial. Avoid discussing the details publicly, whether in person or on social media, as this can violate patient confidentiality or inadvertently prejudice the case. Even responding defensively to an online comment could expose sensitive details, putting your practice at legal risk. Stick to neutral, professional language and focus on resolving the matter through appropriate channels.
Receiving a complaint or claim can be an emotional experience, especially if you believe the allegations are unfounded. However, it’s essential to remain calm and professional in all your communications. Avoid expressing frustration or assigning blame. Instead, demonstrate a willingness to address the matter constructively. A simple response like, “We take all concerns seriously and are committed to resolving this matter professionally”, can reassure the public without compromising your position.
As soon as you become aware of a potential claim or complaint, notify your insurer. Providers like Hamilton Fraser specialise in supporting aesthetic practitioners through these situations. Early involvement allows your insurer to guide you on the next steps, making sure your responses are compliant with policy terms and do not jeopardise your coverage or case. They can also advise you on managing reputational risks associated with the claim.
Resist the temptation to address complaints directly on public platforms, such as review sites or social media. Public disputes not only reflect poorly on your professionalism but could also prejudice any ongoing claim investigation. If you choose to respond, keep it brief and neutral, such as: "We are sorry to hear about your experience and would like to discuss it further. Please contact us directly so we can address your concerns."
Aim for transparency and empathy while engaging with the patient who has made the complaint. Acknowledge their concerns and express your commitment to resolving the issue without admitting fault. For example, saying, "We value your feedback and want to understand your concerns better to improve our service," conveys empathy without compromising your legal position.
Even when faced with a complaint, you can turn the situation into an opportunity to showcase your commitment to high standards. Use the incident as a learning experience and demonstrate how you are improving your processes to prevent similar issues in the future. Sharing updates about enhanced safety protocols or additional training for staff, for instance, can rebuild trust and mitigate reputational damage.
If you are accused of something you haven’t done, Clyde & Co. advises contacting your defence organisation/indemnifier as soon as possible to seek early advice (and, if necessary, representation) from someone with experience in dealing with the kind of complaint/accusation you have received.
They add: “Whether it is a claim for compensation, referral to your regulator or some other kind of issue, the process will usually allow you the means and opportunity to defend yourself. Many claims are discontinued or successfully defended at trial. Many fitness to practise proceedings end with the allegations not being upheld and no action being taken. Many people, therefore, emerge from these experiences with their reputation intact, possibly even enhanced.”
You may be tempted to make a statement if something untrue is written or said about you. Clyde & Co suggests: “You always have the right to make a statement, and it is always open to you to take legal advice before deciding what to do. However, it is usually risky to engage in a battle with the press. If what has been reported accurately reflects what has been said in the proceedings, there is nothing you can do to prevent it from being published.
“If you are involved in public proceedings, you can hope that whatever is published reflects your side of the story, as well as the complaint and that those reading it come away with a balanced view of what happened. If what is said about you in the press does not accurately reflect what was said, it is possible to contact whoever published it and seek to have it corrected or to issue a statement yourself.
“It is also possible to seek legal redress, for example, via a claim for slander or libel, and if you wish to do so, you should seek appropriate legal advice first – but such instances will be rare. More often than not, the best approach with the press is to ignore it. Engaging in tit-for-tat exchanges through the press might serve only to fan the flames and draw more attention to the issue when what you want is for it to go away and be forgotten as quickly as possible.”
The best way to protect your reputation is to nurture it consistently. Bird suggests treating it like an "insurance policy" for your career, emphasising that prevention is far easier than repair.
“You've invested a lot in your medical career; you've put a lot of time, effort and money into getting where you are. Maintaining your reputation is almost like an insurance policy you should take out.”
By consistently delivering excellent service, maintaining professionalism, and building positive relationships, you can protect your reputation from potential setbacks. Simple acts like showing kindness, respecting others, and investing in the patient journey can significantly bolster your "industry QR code."
Considering your reputation as a long-term asset that requires ongoing care and attention is a powerful way to protect it. It’s not just about avoiding negative reviews or scandals; it’s about creating a positive, lasting impression that inspires trust and loyalty.
Bird offers one final piece of valuable advice: "It’s far easier to protect a good reputation than to fire-fight a bad one." By investing in your reputation today, you can protect your career in the years to come.
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