By Taylor Siemens, NP-C

Every year, industry conferences and social media feeds bombard us with “groundbreaking innovations” promising the next revolution in skin rejuvenation, body contouring, and collagen stimulation. But before you sign on the dotted line or rearrange your treatment menu, take a deep breath (and maybe a sip of your favorite overpriced matcha) and consider these five crucial factors.

1. Clinical efficacy: Does it work, or is it just a hype machine?

It’s easy to get swept up in flashy marketing and influencer endorsements, but before committing to a new device or treatment, take a hard look at the clinical data. Is there peer-reviewed research supporting its claims? Has it been studied in diverse patient populations? Are the results truly better than existing alternatives, or is it just a rebranded version of something you already offer?

Attend live demonstrations, speak with trusted colleagues, and, if possible, trial the device in your practice before making a commitment. Your reputation is built on patient outcomes—don’t let a slick sales pitch override your clinical judgment.

Additionally, consider whether this device or treatment aligns with your unique value proposition (UVP). A great device is only as valuable as its ability to address patient concerns and generate a return on investment. If the treatment doesn’t fit your patient demographic or solve a common concern in your practice, it’s likely not worth the investment.

2. Financial viability: Will it actually make you money?

If investing in new technology were purely about patient results, our treatment rooms would be filled with every gadget under the sun. But in reality, every device must be evaluated for financial sustainability. Ask yourself:

• What is the initial cost of the device, and what are the ongoing consumable costs?
• How many treatments will you need to perform per month to break even?
• What is the expected return on investment (ROI), and does it align with your practice’s pricing structure?
• Are there financing options, or will this tie up capital you could use elsewhere?
• Will this investment contribute to long-term success, patient retention, and new patient acquisition?

Many practices overlook the hidden costs associated with new treatments. Beyond the purchase price, factor in the training expenses, additional staff time, maintenance fees, and consumable costs. Some manufacturers lock you into expensive consumables that eat away at your profit margin, so be sure to do a full cost analysis before signing any contracts.

3. Market demand: Do your patients actually want it?

Just because a device is trending in major cities doesn’t mean it’s a good fit for your patient demographic. Before bringing on a new treatment, conduct some market research:

• Are your patients asking about this service?
• What is the competition offering in your area, and will this give you a competitive edge?
• Does the treatment align with your brand and existing services, or is it a random addition that doesn’t make sense?
• How does this fit into your broader treatment strategy?

Polling your existing patient base, tracking inquiries and analyzing local trends can help you avoid investing in services that won’t see strong demand. For example, if your primary demographic is younger patients focused on prevention, a device targeting advanced aging may not perform well.

4. Training and safety: Can your team perform the treatment safely and confidently?

A device is only as good as the hands using it. Bringing in a new treatment requires an investment in training—not just a one-day crash course from a sales rep but ongoing education to ensure your team masters the treatment.

• Does the device require an advanced skill set beyond your team’s current capabilities?
• Are there potential risks, side effects or complications that your team must be prepared to manage?
• Is the manufacturer providing adequate training and support, or are you on your own after the sale?
• What role will each staff member play in offering and supporting this treatment? Are proper licensures and certifications in place?

Your practice’s staffing makeup plays a major role in the success of a new treatment. If you don’t have trained providers who feel confident performing the procedure, the device will sit unused. Ensure you have a solid plan for ongoing training and competency checks before bringing on a new service.

5. Vendor support and longevity: Is this a fad or a future staple?

Aesthetic medicine is notorious for trends that explode onto the scene and disappear just as fast. Before committing, consider:

• Is this device part of a growing trend with long-term staying power?
• Has it been around for a while, or is it brand new with no long-term data?
• Will this treatment still be relevant in five years, or will it be overshadowed by newer technology?
• Does the manufacturer have a strong reputation, or is it a newer company with limited support?

Vendor selection is just as important as the device itself. A great device is only as good as the company and support behind it. Choose vendors that offer comprehensive training, responsive customer service, and long-term support for maintenance and troubleshooting. Additionally, ask about warranties, repair costs, and whether the company provides marketing assistance to help you promote the service.

The bottom line: Be strategic, not impulsive

Adding a new device or treatment to your practice can be an exciting way to stay ahead of the curve, attract new patients and enhance your service offerings. But before you jump in, take the time to evaluate clinical efficacy, financial viability, patient demand, training requirements, and long-term sustainability.

Before making a purchase, ask yourself: What will I have to do each month to break even? If the answer isn’t clear or requires a massive patient volume shift, reconsider the investment. Every thriving aesthetic practice grows by making smart, informed decisions—not by blindly following trends.

And just like that, you’ll be making strategic decisions that keep your practice profitable, your patients happy and your treatment menu ahead of the game.

Taylor Siemens, NP-C, a board-certified nurse practitioner recognized by the American Association of Nurse Practitioners, is a dynamic force in the world of aesthetic medicine. With an unyielding passion for empowering and educating aesthetic clinicians, Siemens stands at the forefront of innovation. As the VP of operations at Vitalyc Medspa and the visionary founder of My Aesthetic Training, she seamlessly marries the expertise of a practitioner of medicine and multi-site business. Siemens's journey into aesthetic medicine commenced as an operating room nurse specializing in facial plastic surgery. This foundation equipped her with invaluable insights and skills, encompassing laser resurfacing procedures and the artistry of cosmetic injectables. Through her diverse patient interactions, Siemens has honed a profound understanding of the aging process, fueling her skillset in crafting comprehensive, multi-modality treatment solutions that align seamlessly with patients' aesthetic objectives. While patient care remains a priority, Siemens's focus has transitioned towards nurturing industry professionals in the field of medical aesthetics. Her dedication lies in arming them with the tools necessary to elevate patient outcomes, ensure safety, and foster income growth.