become a Black Belt in
digital marketing for your aesthetics
brand, clinic or MedSpa

Black Belt Digital Book.

Like it or not we live in a world where everyone has a digital presence. Rick shows us how to navigate an ever evolving digital landscape, providing us the roadmap that is so often missing. This book is essential and should be a must-read for all thought leaders, CEOs and business owners in the world!

Gillian Kennedy, Merz Aesthetics

This is a well thought out, structured, tried and tested guide to aesthetic practitioners wanting to better understand and plan their marketing initiatives from the guru Rick himself. Learnt so much and I’m still only half way through! Highly recommend to all my colleagues

Dr.Yusra Al Mukhtar

Whether you’re just starting out or looking to refine your existing digital marketing strategy, this book is an invaluable resource. Rick covers everything from website design and development to social media marketing, email marketing, and online advertising. He also provides insights into the unique challenges and opportunities that come with marketing for aesthetic practices.

Felix J Bertram, Founder, Skinmed

Rick has a unique ability to innovate, curate and translate the increasingly complex world of digital marketing into bite-sized, snackable, deliverable strategies. I always enjoy working with Rick and I know this book will be an invaluable aid to my colleagues

Miss (Dr) Sherina Balaratnam

Rick has consolidated thousands of hours worth of practical knowledge and experience into one place. The days you could just build a patient list on a wing and a prayer are over, you have to act like a business from day one. There is already a lot of competition in aesthetics; this book gives you a shortcut to getting ahead

Dr Sarah Tonks

Understanding, planning and executing an effective digital strategy is key to survival in modern aesthetics. While this may feel like a new or emerging requirement for many, Rick has been training for decades to be able to share an incredibly well structured and comprehensive guide to digital success

Daniel Hopkins, CEO, Alumier MD

Learn Rick’s strategies for success and how to implement them in your aesthetics clinic with his new book Black Belt Digital™ For Aesthetics

20 Years of Digital Marketing experience, proven digital strategies for Aesthetic Practitioners, Clinic Owners, MedSpa Owners, Aesthetics Brands, and Aesthetics Manufacturers – carefully honed into 60,000 words of actionable, practical, and easy to follow advice, tips and check lists!

Scale your Aesthetics Practice or MedSpa, or utilise these Digital strategies to engage Practitioners around your Brand or Device(s).

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Outline of Chapters

Delve into 20 chapters full of vital insights and practical advice to help grow your aesthetics clinic

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1. Introduction

  1. The importance of digital marketing in the aesthetics industry
  2. Current trends and challenges in digital marketing for aesthetics clinics
  3. Overview of the book structure

2. Defining Your Target Audience

  1. Demographics and identifying your ideal client
  2. Creating buyer personas
  3. Market segmentation – are there moltiple types of people predisposed to buy?
  4. Conducting market research to confirm your market
  5. Competitive analysis

3. Establishing Your Online Presence

  1. Building an effective website (domains, user friendly design, web builder platforms, mobile functionality)
  2. Crafting your brand message and identity
  3. Optimizing your website for search engines (SEO)
  4. Advanced website functionality (e.g. bookings, social media integration)

4. Content Research

  1. AnswerThePublic etc.

5. Content Marketing

  1. Types of content (blog posts, infographics, videos, etc.)
  2. Developing a content strategy – making content shareable, publishing schedoles
  3. Measuring the effectiveness of your content (KPIs, analytics tools)

6. Social Media Marketing

  1. Choosing the right platforms for your clinic
  2. How to create engaging content for social media
  3. Leveraging user-generated content and testimonials
  4. How to make social media marketing work alongside your other marketing activities

7. Email Marketing

  1. Building your email list
  2. Crafting compelling email campaigns
  3. Measuring email marketing success and optimizing campaigns

8. Online Advertising

  1. Overview of online advertising platforms (Google Ads, Facebook Ads, etc.)
  2. Developing an effective advertising strategy
  3. Tracking and measuring your advertising ROI

9. Local SEO and Local Marketing

  1. Importance of local SEO for aesthetics clinics
  2. Optimizing your Google My Business listing
  3. Utilizing local marketing tactics (community events, partnerships, etc.)

10. Reputation Management

  1. Encouraging positive online reviews
  2. Handling negative reviews and feedback

11. Training and educational Marketing

  1. Developing content and principles of instructional design
  2. Content organization, storytelling, and incorporating moltimedia elements (text, images, videos, audio) to cater to different learning styles.
  3. Choosing the right formats and platforms (e-books, webinars, video courses, podcasts, and interactive online courses.

12. Video Marketing

  1. The power of video in the aesthetics industry
  2. Creating engaging and informative videos
  3. Optimizing and promoting your videos
  4. Understanding TikTok

13. Influencer Marketing

  1. Identifying the right influencers for your clinic
  2. Building relationships and partnerships with influencers
  3. Measuring the success of your influencer marketing efforts

14. Marketing Automation and CRM

  1. Overview of marketing automation tools and CRM software
  2. Implementing marketing automation to improve efficiency
  3. Integrating your CRM with your marketing strategy

15. Analytics and Data-Driven Decision Making

  1. Understanding key performance indicators (KPIs)
  2. Analyzing and interpreting marketing data
  3. Using data to inform and optimize your marketing strategy

16. Keeping in touch with existing clients

17. The experience of your practice

  1. How brand experience works
  2. Physical to virtual (e.g. QR codes)

18. Legal and Ethical Considerations in Digital Marketing

  1. Ensuring compliance with privacy regolations (GDPR, HIPAA, etc.)
  2. Ethical considerations in marketing aesthetics services
  3. Navigating industry-specific marketing restrictions

19. Selecting an agency

  1. How to select an agency
  2. Get in touch with LTF

20. Conclusion

  1. Recap of the key digital marketing strategies for aesthetics clinics
  2. Emphasizing the importance of a cohesive and integrated marketing plan
  3. Encouragement to adapt and evolve with the ever-changing digital marketing landscape

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Take a sneak peak of what’s inside the book...

Excerpt 1 Excerpt 2

What brings Taekwondo and digital marketing together? In Taekwondo, we live by a series of tenets. We have to enact them consistently over almost a decade in order to achieve black belt level. And I’ve learned over the years that a lot of the principles of a black belt apply to the creation of a digital marketing strategy too; at least, certainly if you want real and sustainable results.

It’s about having a focused plan – who exactly are you trying to reach, where are they and for specifically what conditions or treatments?

You need to consistently show up. You can’t get a black belt by turning up to just one Taekwondo class! Digital marketing is also not something you do once: it’s a way of life, just like being a black belt.

It’s also about being flexible in your approach, having the ability to think and act with speed, and having a power to your messaging and your digital platforms that stands you apart from the competition. You need to be able to adapt to the changing landscape of digital – platforms come and go and what worked last year, may not work next year.

And just like a fighter, you’ll want to be efficient. In the dojo, energy is at a premium. In business, it’s time and money which need to be conserved. You’ll want to be efficient with your effort and investment into digital marketing – especially as I have never met an aesthetician who wasn’t time-poor!

And finally, like every fight, it’s a competition. Ultimately, it’s about your digital presence being better than your nearest competitor’s.

In every chapter so far, we’ve looked at ways of marketing your aesthetics practice. And every chapter has also finished with the cautionary tale that, to ensure your marketing efforts align with your practice’s objectives and budgets, it’s essential to measure and monitor your marketing activities. And for most types of marketing activity, we’ve recommended Key Performance Indicators (KPIs) to help you understand that particular mechanism.

The KPIs for each marketing tool do vary a little, but there are some general rules of thumb. If you can measure it, you should. Because if you can measure it, you can understand it, and do something about it if things are looking dicey. So, in this chapter, we’ll take a whistlestop tour of analytics in general.

87% of marketers say data is their company’s most under-utilised asset.

KPIs are measurable values that show how effectively your marketing initiatives are achieving your business goals. By tracking the right KPIs, you can make data-driven decisions to optimize your marketing strategy and improve your practice’s performance.

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About Rick

Rick O’Neill, FRSA, is a digital consultant to the medical aesthetics, cosmetic surgery and pharma sectors.

With over 20 years experience in digital marketing, rick is the founder and owner of the award winning digital agency LTF based at Silverstone Race Circuit. Having ran this successful agency for the past 11 years, Rick is taking time out from the duties of an agency M.D. to get back to what he loves most – creating innovative content, social strategies and sharing his experience and expertise with colleagues.

Rick is a highly accomplished Digital Marketer with a deep knowledge of Digital Marketing, Social Media, UX and Digital Development. A founding partner of The Aesthetic Entrepreneurs, investor and advisor to many other digital businesses, Rick is also currently Digital Consultant UK & Europe to a well-known aesthetics company.

Rick O'Neill talking at event.
Rick O'Neill talking at event.

Rick has demonstrable experience in creating and implementing digital marketing strategies in the medical aesthetics sector, having delivered numerous successful digital marketing and social media campaigns for private practises and high profile surgeons. In addition he delivered digital projects for high-profile clients in other sectors including BAE Systems, KPMG, EY, Barclays, SopraSteria, Lloyds and UK Gov, as well as 100s of SMEs.

Outside of work Rick is husband to Saffron and father to Raife and Seren. Rick is a keen student of taekwondo, his regular training paying off when he earned a first degree black belt. A somewhat reluctant cyclist, Rick completed a challenging ride from Daventry to Paris in 3 days, in July 2019.