Ever heard of "Hims"?

You know, the company that made buying erectile dysfunction pills as casual as ordering a pizza?

Using the magic blue pill, they created a service that men were only dreaming about before: a prescription for confidence, sans the awkwardness. Thanks to that, nowadays, from dreading having "the talk" with their doctor, men are just a few clicks away from fixing their sexual wellness. 

After an online consultation and a quick payment, the little pill arrives in a sleek box that could contain anything from socks to smartphone accessories.

But the true brilliance of it? It's not just a one-time deal - it’s a monthly subscription. We're talking about seamless, reliable care that shows up at your doorstep like clockwork. No need to think about refills, no calendar reminders screaming "time to face the pharmacy lady again" - just the peace of mind that comes with knowing your health needs are automatically taken care of.

While there may be many other companies selling the same product, none of them have achieved this kind of success—and none of them have quite cracked the code to men’s needs as Hims has.

…But what does this have to do with your aesthetic practice?

(Spoiler: no need to start selling ED pills)

While your main goal may not be fixing the "It’s fine, it happens to a lot of guys." problem, you can definitely learn a thing or two from Hims, who nailed turning a trending treatment into monthly recurring revenue. 

After all, if they could make erectile dysfunction pills a monthly subscription, imagine what you can do with aesthetic medicine trends. Whether it’s Viagra, GLP-1 drugs, or breast implants - using hyper trends to build a business can be a game-changer, but not if you won't make sure that the money keeps on coming even if the hype dies down.

Buckle up, get to reading, and don’t let the trend wave crash - find out how to turn the trend-driven patients into ones who stick around for more.

Without further ado:

Bring Them Back for Round Two

As you already know, making hyper trends work for your practice isn’t just about riding the wave - it’s about knowing how to keep that momentum alive long after the hype fades. And while there are many ways to achieve that, trust me when I say that aesthetics and erectile dysfunction have more in common in this case than you’d think.

With Hims being the company that turned awkward ED conversations into a billion-dollar success story and giving us the blueprint for keeping patients coming back, let's dive into how they did it and how you can use the same tactics in your aesthetic practice:

Don’t Leave Them Hanging

Build Trust and Credibility from the Start

Good discounts on Botox might get patients through your door, but it’s not what keeps them coming back. They return because of the fundamental aspect of any long-term relationship — trust — not the superficial kind, but the deep-rooted confidence that comes from knowing you're both an expert and someone who genuinely cares about their well-being. 

It's probably the hardest thing to earn in aesthetic medicine, and that's exactly what makes it so valuable. Want to give your trend-chasing patients a reason to stick around? Start with this one.

Hims knows the value of trust very well, and it’s no surprise that the same way you need to earn it the moment a patient walks into your clinic, they've figured out how to make people feel confident in their expertise and intentions from the very first click on their website. How? 

As soon as you open it, you’re not only assured that Hims cares about your safety, and provides trustworthy solutions:

…but also that you’re in the hands of actual experts:

That way, with some of patients' biggest concerns being addressed from the very start, barriers are removed before they even have a chance to become roadblocks. Not to mention that Hims' subscription model is as straightforward as it gets—no confusion, no surprises, just consistent care on autopilot. 

All these elements work together to position them as not just another company, but as true industry experts who genuinely care about their customers. You need to create that same feeling of confidence in your patients - make sure that both your online presence and in-clinic experience position you as the trusted authority that goes far beyond the trending procedure. 

Here's how to achieve that:

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Show Off Your Expertise On Day One 

Let them know about your years of experience, the thousands of procedures you've performed, and your advanced training. 

Because here's the thing: many of these patients that come to your practice for the trending treatment might have also been getting their Botox or lip fillers done elsewhere, maybe at that chain med spa down the street where they never see the same injector twice. 

They might have been settling for "good enough" results simply because they didn't know better. But once they experience what it's like to be in the hands of a true expert - someone who can explain exactly why their previous filler kept migrating or why their Botox never lasted - they're much more likely to stick around beyond trying a trending procedure.

Give Them Proof They Can't Dispute

Talk is cheap, but results? They speak volumes.

If you want your new patients to trust you, show them exactly why they should. Load up your website, socials, and consultation room with before-and-after pictures, especially of that trending treatment they're interested in. It’s simple, really: when a patient can see clear evidence of your work, particularly with cases similar to theirs, it’s like giving them a crystal ball into their own potential transformation. 

And they’re not just taking your word for it - because while anyone can promise amazing results, you'll be the one to actually show the receipts.

Manage Your Patients’ Expectations

While everyone else is painting the trending treatment as a magical solution to everything, be the one who keeps it real. 

Sure, that "miracle" procedure might work wonders for some, but it's not a one-size-fits-all solution. Maybe your patient's anatomy isn't ideal for it, or perhaps there's a more effective (though less trendy) option that would give them better results. 

I know being honest about these limitations might feel like you're talking yourself out of a sale, but you're actually investing in long-term trust - and when that patient realizes you were the only one who actually cared more about their results than their credit card guess who they'll come back to for their next treatment, trending or not? 

Show Them You Care

Sure, your medical expertise builds trust, but at the end of the day, you're a human working with other humans who come with their own mix of hopes, fears, and dreams. 

Your patients need to feel that you understand that. They want to know that you get why this little tweak means so much to them, why they've been saving up for weeks for this procedure, and that you care about nailing their results as much as they do. Because ultimately it's that human connection - that feeling that you genuinely care about their happiness - is one of the things that will keep them coming back long after the trend has faded.

Extend the Satisfaction

Introducing "next step" services

Hims hit the jackpot with ED pills, but they were smart enough to know that wasn't the end of the story. After all, men have more awkward concerns than just what's happening below the belt. From receding hairlines to anxiety to those stubborn skin issues - Hims saw an opportunity to be the one-stop shop for all the problems men usually suffer through in silence:

And let’s be real: Guys are human, and dealing with ED is rarely his only concern. Maybe he's also watching his hairline play a disappearing act or battling anxiety. 

This is where your aesthetic practice can take an example from Hims.

When patients come in chasing the latest trend — like the GLP-1 drugs that are currently all the rage — they probably have other concerns, too. Sure, they're excited about losing weight, but what about that loose skin afterward? Or those stubborn areas that even weight loss won't fix? 

Show them the bigger picture they might not even see yet. 

Paint a vision that goes beyond that first trending treatment by showing them all the "next step" services or creating a comprehensive treatment plan for the future. Because here's a little secret about human psychology: once someone starts a certain course of action, they're much more likely to stick to it. The same goes for your patients' aesthetic journey - once they've taken those first steps with you, they almost always want to see their transformation story through to the end.

Keep the Sparks Flying

Fostering a relationship with new clients

Here's another secret to turning trend-chasers into loyal patients: it's all about the relationship. 

Just look at how Hims does it - they've mastered the art of keeping clients hooked through no-BS communication, care that feels like it was designed just for you, as well as social media content addressing all the embarrassing topics men are too afraid to talk about:

They're not just selling solutions, they're building connections.

Your practice needs to hit these same notes but with your own twist. Put yourself out there on social media — and I mean really out there. Show your personality, share those behind-the-scenes moments, and let patients see the human behind the white coat. 

After all, people are way more likely to stick around when they feel like they know you, not just your credentials - and the same goes for all the trend-hoppers coming to your practice. 

Rise Above the Rest

Offering a unique value

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Let's talk about standing out in a crowded market - because Hims didn't become a billion-dollar company by just selling the same blue pill everyone else was pushing. 

They completely revolutionized the experience by turning something that used to involve awkward doctor visits and even more awkward pharmacy runs into a smooth, judgment-free digital experience. How could the clients not be coming back? 

After all, where else could they buy that very special thing that Hims is selling—because it’s not only the solution to ED problems—it’s peace of mind, delivered right to your door. 

Your aesthetic practice can pull off the same move. 

For example, while other practices advertise a trending treatment like GLP-1 injections with big discounts, you could transform it into a "Wellness Journey." Add monthly check-ins that make patients feel supported, create a private community where they can share their victories and struggles, and throw in some exclusive educational content that keeps them informed and motivated.

The treatment itself? Yeah, it's the same one they could get anywhere else. 

But that feeling of being supported, motivated, and part of something bigger will keep them coming back to your practice even when the trend dies out.

Rewards That Keep Them Going

Gamifying the experience

Sometimes turning those trend-chasing patients into loyal ones is all about making it feel like a game worth playing. 

And why are games so irresistible? They tap into our brain's reward system like nothing else. That little dopamine hit when you level up, the satisfaction of unlocking a new achievement - I’m sure you all know the feeling I’m describing.

You can use it to your advantage - just like Hims with their Refer-A-Friend program. 

And it's really not rocket science: you refer someone and then get a discount on your next order. However, while it may be a very simple system, it’s extremely effective at the same time, thanks to harnessing the power of gaming's psychological trigger. Because of that, the program not only brings in new customers but also creates a natural reason for existing ones to return and claim their rewards. 

Your aesthetic practice can adopt a similar strategy. 

When that trend-focused patient comes in for their first treatment, introduce them to your loyalty program. Maybe it's points for treatments, referral bonuses, or special perks for reaching certain milestones. Before you know it, that patient who walked in only for the latest trending procedure is sticking around to unlock their next reward level or use that big discount they earned. And it's not just about that one treatment anymore - it's about being a part of a club where loyalty literally pays off.

Your Marketing Blue Pill

We always make sure you perform like a champ!

When it comes to keeping patients coming back, you’re experiencing some... performance issues? Don't worry, I promise it happens to a lot of practices.

Luckily you’ve got us - your magical marketing blue pill, helping you maintain long, satisfying relationships with your patients. From crafting engaging content to building trust through killer websites, we've got all the marketing tricks to keep your practice up and running. 

But remember - transforming trends into recurring revenue is not even the grand finale yet. The real victory comes when you turn those loyal patients into a sustainable empire - and all it takes is one strategic move. 

Ready to finish strong? Head to part three to discover the final piece of the hyper trend puzzle.