When I think of reputation management, I think of someone keeping their word, showing up on time, and delivering on what they have promised with kindness and integrity. I think of someone who is who they say they are, and whom I can trust.However, the concept of ‘reputation’ doesn’t just apply to individuals. It applies to groups of people too, and to companies and brands.
A good reputation is everything in the beauty and aesthetics industry. This is because clients need to trust you to seek your establishment’s treatments and expertise.
I wouldn’t trust a hairdresser to do my hair for a big event if I read a review from a client who said that their highlights came out orange instead of blonde when they visited that professional. I wouldn’t be willing to take that risk.
Maybe if the hairdresser responded to the negative review and explained it was an unfortunate accident and offered to do everything in their power to amend the situation, I might reconsider.
This is where reputation management comes in. It’s about saving the day, in such an instance! It’s also about acknowledging that, whether they seem unfair or not, the customer is always king and what they perceive matters.
An article on Determ says it well: “You’ve heard the proverbial saying that all publicity, even negative publicity, is good publicity. This article is a cautionary tale against that. What works for Hollywood stars doesn’t translate in business where a good brand reputation and a positive public perception are critical to success.”
In addition to negative client reviews, the regulatory environment presents certain challenges. The UK’s Advertising Standards Authority (ASA) and Committees of Advertising Practice (CAP) have tight standards about beauty claims. Misleading claims can also damage credibility!
Considering all of this, reputation management for a clinic needs to be both reactive and proactive. ‘Reactive’ involves responding effectively to negative reviews and ‘proactive’ means ensuring claims are clear, honest, and evidence-based.
The Art of Responding to Negative Reviews
When I was small I was taught that when you are wrong, be quick to apologise. The same is true for beauty and aesthetics brands. Furthermore, for businesses and brands, even when you’re not wrong, reputation management means listening and responding with compassion.
Every clinic will encounter a negative review at some point. It may be a genuine complaint, a misunderstanding, or even an unfair attack. What matters most is how you respond.
A good response can transform a dissatisfied client into a loyal one. It can also demonstrate your professionalism to anyone reading.
There are certain golden rules you can follow. You should first and foremost respond quickly to negative reviews. This shows attentiveness and prevents frustrations from escalating. Aim to reply within one to two days.
You should also remain calm and polite. This means not getting defensive, even if the review seems completely unfair. Remember that your response is for both the reviewer and every potential client who might read it.
You must show empathy by acknowledging the client’s experience, and if the issue is genuine, explain how you plan to address it.
Whenever possible, invite the client to discuss their concerns privately via phone or email. This will prevent long exchanges from being shared in view of the public.
In summary, your response should communicate accountability, care, and a willingness to improve. Trust and relationships are everything in this industry.
It is important to note that not all reviews are created equal. Some may come from competitors, disgruntled ex-staff, or individuals who haven’t even visited your clinic! In these cases, platforms such as Google and Trustpilot allow you to flag and request removal of fraudulent reviews. Keep records and screenshots as evidence when disputing.
That said, use discretion when deleting requests. A mix of positive and occasional negative reviews appears more authentic than a page of flawless five-star ratings.
Preventing Negative Reviews Before They Happen
As they say, ‘Prevention is better than cure’. Reputation management starts long before the bad review is posted and for this reason, you need to start with good intentions and exemplary behaviour before it even gets to the ‘bad review’ stage. This is how:
Set clear expectations
When clients come in for a treatment, set realistic expectations. Be transparent about results, downtime, risks, and costs. Misunderstandings fuel disappointment.
Provide aftercare support
Make sure you provide adequate aftercare support. Many complaints arise post-treatment. Checking in proactively can resolve concerns before they become public reviews.
Train staff
Your staff should also be adequately trained. Every interaction, from reception to follow-up, shapes perception. Invest in staff communication and client care.
Encourage private feedback
It’s important to encourage private feedback. Simple post-treatment surveys can give clients an outlet to share dissatisfaction directly with you, reducing the chance they air frustrations online.
By addressing issues early, you create opportunities to resolve them discreetly and protect your online reputation.
Avoiding Misleading Beauty Claims
We’ve all experienced the disappointment of buying a product which promises miracle cures but results in no improvements. Misleading claims pose another reputational hazard.
The aesthetics sector is tightly monitored by UK regulators. The ASA and CAP code prohibit marketing which promises guaranteed results; uses ‘before and after’ photos without clear disclaimers, and uses medical terms inaccurately or irresponsibly.
Ignoring these guidelines can result in negative press coverage, loss of consumer trust, and official sanctions. In fact, misleading claims often feed into negative reviews.
Presenting realistic, accurate claims, clinics build long-term credibility and trust. This is far more valuable than short-term promotional hype.
Managing online reputation should not be a reactive exercise but a core part of your marketing and client care strategy.
This means monitoring reviews regularly, training staff in communication skills, and implementing internal processes for feedback and complaint handling. For this, you will need the right team of professionals in place. Members of your team should genuinely care for clients, and know the ins and outs of effective marketing, from inception to analytics and review tracking. A strong agency can help your clinic build a golden reputation.
