Neon lights reflected off Art Deco hotels, Cuban music at every corner, heat so intense it could melt the asphalt, and the ubiquitous smell of tanning oil.

We all know I'm talking about Miami. 

It's an unmistakable landscape, coupled with a feeling unmatched anywhere in the world. But I don't want you to think of today's Miami with its sports cars, chic restaurants that charge you $100 for "air," the bottles of champagne popped at outdoor bars just after sunset, or those five extra minutes you were hoping to get before sunrise… 

…dammit, snap out of it, Sam. 

Instead, walk with me down the beach of a Miami past — where the cars are a bit louder and the rollerskates more prevalent. Where hair flows freely, and the neon color scheme isn't limited to the lights up and down Collins Avenue.

Welcome to 1980s Miami, the land of sun, sin, and silicone. Here, looking good in a bikini was more of a lifestyle than just a fitness goal, and beauty was truly a competitive sport.

This is exactly why the sweltering 305, where up until this day bigger is always better, suits our walk down memory lane as the perfect breeding ground for a new aesthetic hyper trend that swept the nation: breast implants.

First discussed only at private pool parties and high-end bars, it quickly became a phenomenon among every sun-bathing resident and vacationer in Miami. Surgeons became the new celebrities, and their waiting rooms started filling up with women craving their very own ticket to standing out in a sea of bright-colored swimsuits.

Suddenly, everyone knew someone who had gotten "a little something done," and it wasn't just for the rich and famous anymore. For the first time, plastic surgery became mainstream.

Women who had once been content with padded bras were now trading them in for something a little more permanent and a lot more dramatic. If you had the means (and the courage), you could walk into a consultation and walk out with the "perky" breasts now being advertised with impunity.

From the very beginning of this hyper trend until today, however, the journey of breast augmentation reflects a much larger truth about aesthetic medicine trends: they're intoxicating, they're powerful and ever-changing. 

The only constant? They can be just as beneficial as they are destructive for your business.

So buckle up — the history of trends in the cosmetic industry is one wild ride that will not only take you through some crazy stories but also show you the possible benefits and drawbacks of using today's hyper trends in your own practice: the good, the bad, and the ugly of it all.

...Or should I say the perky, the saggy, and the ruptured?

The Perky

Benefits of Using Hyper Trends in Your Practice

People discussing cup sizes like lingerie sales reps, thousands of clients bursting through clinic doors, and surgeons raking up more money than a Vegas casino on a Saturday night, all because of the new wave crashing the aesthetic medicine industry. 

That’s right, Miami was buzzing over the "it" procedure of the decade. It wasn't just an enhancement anymore. It was the ultimate status symbol, the hottest accessory. Forget designer handbags; if you didn’t have a fresh pair of implants, were you even in the game?

If you were a plastic surgeon, this was the perfect moment to jump on your surfboard and get the most out of that trend tide. Sure, hyper trends can be controversial, but they do come with undeniable benefits for aesthetic medicine practices - some as game-changing as the new and improved bust line.

High Demand = High Revenue

With everyone eager to jump on the latest craze, your clinic can not only fill appointment slots faster than you can say "boob job," but also enjoy a nice push-up in revenue.

We don't need our degree in macroeconomics to know that when supply goes up, so does the corresponding cost. And in the case of any hyper trend, the real demand is your "time." As an aesthetic provider (whether surgical or nonsurgical), when you have more patients than time slots, you ultimately decide that your time is worth more. 

You increase costs to balance out the demand, attempting to find the equilibrium between what the market will bear and what you're willing to accept. In the simplest terms, more patients means you have less time, and less time means it's ultimately more valuable. 

This is fantastic for you, but will you price yourself out of acquiring the patient who will be with you forever?

So, capitalize on this moment: align your services with what's trending and set your practice to ride the trend wave right to the bank. Just remember that patients are worth more than the trend they're paying for right this moment (but more on that a bit later).

Be the Early-Adopter

Classics are timeless and always a safe option. However, no one wants to go to a clinic that seems stuck in time, still pushing the same "let's just get you in and out with some basic Botox" attitude. Today's patients are savvy and always on the lookout for the latest and greatest in aesthetic treatments. They're after that fresh, modern vibe, one that screams innovation.

Early adoption can often be seen as innovation. Innovating in the market leads to trust and authority in making decisions, especially ones that can have significant ramifications. 

By adopting new trends early, the practice and providers are often perceived as willing to "push the envelope," so patient education is important early and often when the decision to implement a new procedure or device is ultimately made.

Why not seize the opportunity? There's no better time to position your clinic as the go-to destination for cutting-edge cosmetic procedures than when a new hyper-trend treatment emerges on the horizon.

Premium Pricing, Premium Money

We all know the basic law of demand: as prices drop, demand rises. It's Economics 101. But hyper trends? They're an exception to that.

They live by their own rules, and here's the twist: even if the prices for trending treatments are at a premium, the demand for them is still extremely high. How is that possible? 

It's all about the value of these treatments that isn't visible to the naked eye, the one that comes along with the hype and completely changes what they represent. Suddenly, they aren't just services anymore — they're status symbols. 

It's not just about booking an appointment; it's about joining the movement. These treatments become the real Birkin bags of aesthetic medicine — desirable, exclusive, and, in some cases, even priceless. 

After all, being able to say, "Oh, this? I got it done way before it was even cool" has different values for everyone — you just need to figure out how much it's worth to your patients.

For your practice, this means one thing: a golden opportunity to capitalize on. And really, it's a win-win situation anyway — patients get the trendiest procedures, and you get to enjoy the "premium" benefits at the same time.

Free Marketing

When breast implants first hit the scene as the new hyper trend, it wasn't just the freshly enhanced curves stealing the show — clinics offering the procedure were also in the spotlight, thanks to the fascination with the new beauty wave. 

After all, you can't have a good boob job without an experienced surgeon, and with breast augmentation being the ultimate headline-grabber, doctors and their practices were getting a lot of attention. 

And the best part? All that publicity was free. After all, who needs to spend money on advertising when you've got the media doing all the work for you?

Fast-forward to today, and the same exact thing happens when a new trend arises. However, compared to the old times, we're talking about publicity on steroids here… courtesy of social media platforms. 

Hashtags, trending keywords, TikToks appearing on your FYP — nowadays, if something is gaining traction, it's almost hard to escape the topic. Not to mention that it takes just a few clicks for a trend to go viral, and suddenly you find your practice getting more popular than you could ever imagine - all thanks to that one magical treatment.

...The beauty of the internet is that you can quite literally see how the trending procedure is at the forefront of people's minds, just like during the last 24 hours you could see the sudden spike in searches for Freddie Freeman in California, who on October 26th hit the first walk-off grand slam in World Series history.

‍

That peek right there is your chance to get some marketing basically for free. It's the kind of exposure that would otherwise cost you a fortune in advertising, but with a hot trend, it’s practically handed to you. 

Your job? It’s pretty simple: catch that hype wave before it crashes.

The Fish Are Biting!

When the wave comes, it brings the fish along, and tons of first-time patients itching to try the trending procedure. 

People love to be a part of the latest craze, and when they hear about a treatment that's all over social media or the news, they just can’t resist. And boom, there you have it, an immediate opportunity to rapidly expand your patient base.

But here’s the catch: to make the fish come to you, you need the right net and bait. Otherwise the other fishermen will get them right from under your nose, reeling them in with the same trending procedure as you.

Casting Your Net

Just like a seasoned fisherman always knows where fish are biting, here are some hacks and tips to help you reel in the biggest share of new trend-driven clients:

Precision Marketing

As the old marketing saying goes, "If you're targeting everyone, you're targeting no one." That's why precision marketing is your trusty rod and reel - instead of just casting a wide net and hoping for the best, being precise allows you to hone in on specific demographics who are most likely to be interested in your offer. 

Find out who they are, what they want, and where they hang out online. Is it young professionals obsessed with beauty trends? Maybe it's social media influencers wanting to upgrade their looks? No matter which one it is, creating tailored ads that speak directly to patients in your target group is the best strategy to make them come to your practice.

Being the Expert

Educating your patients about the latest treatment trends establishes your practice as a knowledgeable leader in the field. When people perceive you as the go-to expert, they're more inclined to choose you over your competitors, who might still seem a little lost as to how the hot new procedure on the market actually works. 

And it makes sense - after all, you wouldn't go for fishing advice from someone who can't even tell a bass from a trout. Creating educational content on social media, hosting webinars, or offering free consultations are just a few ways to be the beacon of expertise in the sea of hyper trend uncertainty.

Exclusivity

Also, let's not forget about how our minds are wired - we just can't resist a good time-limited offer. When people think they might miss out on a sweet deal, they'll be busting down your doors, causing some jealous looks from your competitors. It's all about creating that sense of urgency, just like when the tide is right for fishing - if you don't cast your line now, you might miss out on the catch of the day.

All fishing puns aside, hyper trends can be an amazing opportunity for your practice - especially when it comes to the financial aspect of it all. However, it's not all sunshine and rainbows: just like the benefits of these trends are significant, so are their downsides.

The Saggy

Drawbacks of Using Hyper Trends in Your Practice

Let’s return to our story — Miami, the late 1980s, and the breast implant frenzy in full motion.

At this point in time, everything still seemed to be going well. Appointments were filling up, and surgeons’ bank accounts were singing a sweet melody. 

But then, right on the sandy beaches of Miami, things started to get a little …disproportionate (think balloons, not balance). 

What’s more, as all clinics jumped on the breast augmentation bandwagon, the procedure kind of lost its exclusivity, becoming about as special of a service as a Starbucks drive-through at every corner. The revenue stream was starting to resemble more of a leaky faucet. 

…The breast implant craze was wearing off?

It was truly a sobering lesson for the Miami clinics and one that is still applicable today: while trends in aesthetic medicine can be a game-changer for your practice, they also have serious drawbacks. 

And if you’re not prepared for them, you’re in for a serious wipeout while riding that trend wave.

Short Lifespan 

Trends come and go. Their nature stems from their very foundation: novelty and exclusivity. And when both of those aspects drive insane demand, after some time, unique, trendy procedures become just your typical mainstream treatments. In aesthetic medicine, this process is additionally accelerated by social media's constant craving for "the next big thing" — especially as the appetite for more hyper trends is insatiable.

So, while the hype burns bright, it also burns fast, potentially leaving you with pricey equipment and training for a procedure nobody's buzzing about anymore after a few months. It's a harsh reality you need to accept and the only way to actually get the best of a trend when it arises. And while today's must-have treatments may be tomorrow's forgotten fad, the ability to adapt to ever-changing trends is key to making your practice thrive.

Increased Competition 

Trends exist for one simple reason: they become popular amongst almost everyone in a short amount of time. 

What that means for your practice is fierce competition as all clinics suddenly start offering the same trendy treatment as you. What first may have seemed unique quickly becomes common — like gluten-free options at bakeries nowadays. 

Then comes the inevitable: quick saturation as everyone tries to get the hyper trend procedure as part of their services, as fast as they possibly can. After all, no one wants to miss out on that sweet boost of revenue, and no one's going to back down when the trend wave is in full swing. Suddenly, you find yourself in a sea of practices all offering the same thing and trying to reach the same group of patients - standing out in that scenario can become quite hard.

Extra Costs

Jumping on the latest treatment trend might feel like surfing a perfect wave, but guess what - surfboards aren’t cheap. After all, between investing in supplies, and possibly even new equipment, you also need to spend time training your staff on the new procedure. Then there’s also the extra marketing cost as you need to somehow let your new potential patients know that you have what they’re searching for. So, by the time your waiting room fills up, your wallet might initially take a severe hit. Pro tip: maybe budget for some antacids while you’re at it.

And here's the kicker -  there’s one more possible extra cost you may not have thought of: the cost of missed opportunity. 

While chasing the latest trend, you might just accidentally neglect your loyal patient base - the ones who actually keep your practice running. And really, the last thing you want is your bread-and-butter clients feeling abandoned while you cater to the trend-chasing newbies. That’s why in this case, balance is everything: don’t let the hyper trend opportunity turn into a missed opportunity cost for your practice and relocate your resources responsibly. 

Supply Shortages

When suddenly every clinic offers the same trendy treatment, you’re not just competing for patients — you’re also competing for supplies. 

Manufacturers and distributors can only produce so much at once, and as more clinics jump on the trend, the availability of essential resources plummets. 

After all, supply chains aren’t built to handle these sudden, massive spikes in demand. Manufacturers need time to ramp up production, and logistical bottlenecks further delay delivery. Add in global factors like shipping constraints or material shortages, and even routine restocking turns into a real challenge. Suddenly, securing what you need becomes a big issue.

So, while your calendar may be filled with appointments, you better make sure that you have the necessary resources in stock to actually go through with them. Getting your hands on that equipment becomes a lot harder when everyone is scrambling to get their own share.

The Ruptured

Why Hyper Trends Can Be Dangerous

At this point in our little story, breast augmentation was definitely making headlines again, but this time, for all the wrong reasons.

Reports of implant rupturing had spread around the world.

Silicone spilled into tissues, causing chaos not only under the skin. Suddenly, what had once been considered women’s favorite accessory turned into two ticking time bombs strapped to their chests. In the face of these events, no amount of reassurance could stop the panic from spreading like wildfire — the damage was already done. Clinics were facing a lot of backlash, and their reputation took a serious hit.

This wasn’t just another drawback of hyper trends happening in real life. It was a full-on crash, showing their real potential to wreak havoc on a practice’s image. And if that doesn’t get your wheels turning, it should. Being trendy might fill up your schedule today, but it could just as easily empty your waiting room tomorrow. 

Why? Well, it’s all connected to the most important element in any patient-provider relationship: trust.

Quick Bucks, Long-Term Regrets

Keeping up with industry trends is smart. Chasing every single one? Not so much. 

Jumping on every hype train can make your clinic look more like a "trend-chaser" rather than a true expert. Unfortunately, that sends a clear message about your values. 

After all, no patient would want to go to a clinic that prioritizes profits over actual care, especially as in the world of aesthetic medicine, trust isn’t just a bonus — it’s the foundation. Patients want reliability, not someone offering every trendy new thing without vetting it first. 

And once that trust is gone, well — let’s just say that no amount of Botox is going to smooth over that wrinkle on your reputation.

Ethical and Legal Issues

Many hyper trends are so fresh, they barely have any clinical data or long-term safety approval to back them up - the same way no one could even suspect that after a few years, breast implants would start rupturing. 

Jumping in too fast without proper research could land you in hot water, both ethically and legally. And while sure, it might look like a great opportunity to get a quick buck, it could leave your practice tangled in lawsuits or, even worse, perceived as a clinic that puts money over patient safety. 

No trendy treatment is worth that kind of a reputation gamble.

So, What Comes After the “Rupture”?

It's a fair question: do all trends eventually just crash and burn, leaving a trail of destruction behind them? If so, why even bother using them in your practice?

Well, while it's true that some trends do fizzle out with more collateral damage than actual benefits, it's not always the case. Some trends don't just vanish - they evolve. They may lose steam for a while, but then, out of nowhere, they circle back, ready to shine again as a forgotten classic - just like a pair of round, perky breast implants. The trick is knowing which ones are here to stay, and which ones are just passing fads.

…The Incredible?

Let Us Guide You Through the World of Hyper Trends

Fast forward to today, breast augmentation has become an absolute classic among cosmetic procedures. It’s tasteful, reliable, and most importantly - safe.

(Not to mention that up until today it’s a multi-million dollar business).

And while trends do come and go, capitalizing on them while they’re all the rage is only half the battle. The real win comes when you can turn them into monthly recurring revenue for your practice.

If you’re curious about how to transform that hyper trend buzz into steady, reliable income, stay tuned. Part 2 of the series covers all you need to know to achieve that, including topics like:

• How to make the trend-driven patients come back to your practice? 
• What are the best strategies to do so?

…and what does Viagra have to do with all of that?