This article discusses the importance of networking and how it can help support professional and personal growth in aesthetics. From developing connections with other medical professionals to growing your network with suppliers, business providers and satellite businesses, it's important to understand the ‘rules’ of networking before forming connections. Do you know the best locations to meet likeminded people? Are you aware of how best to approach others? More importantly, do you understand what is expected of you as you interact with others? Avoid common pitfalls many make when trying to connect professionally and build an enviable network that will support your growth and development.
What is networking?
Connecting with people is a human trait. So what makes our general day-to-day interactions differ from how we network? When we network, we discuss areas of mutual interest, discuss trends, analyse patterns and share information and ideas that are mutually-beneficial in our business and professional lives. We may make introductions, swap contact details, explore ways of working together or arrange to meet up again. Sometimes networking takes place in a formal setting, but more often than not it happens in a more informal setting. For example, chatting to delegates post-event, or meeting up with industry friends and colleagues in a bar after a conference. It's a great way to develop relationships and build a supportive group of connections within the aesthetics sector.
Should everyone network?
Not everybody ‘needs’ to network. You may be completely happy as you are with no real desire to connect with others or even to elevate your professional profile higher than it currently is. However, if you are invested in growing your aesthetic business and building friendships or partnerships with industry colleagues, then it is something you need high up on that ‘to do‘ list. The most successful people across all industries build a network of people they can work with and use as a sounding board, a cheerleading squad, a support network and a pathway to success. It's even more valuable when you are a sole practitioner as it helps you feel less isolated and even opens doors for you. No matter how well-connected or established you are in aesthetics, you and the people you connect with will always benefit from sharing knowledge, ideas and best practice.
The benefits of connecting with others
The road to success can be difficult. We face many challenges as we grow our aesthetic businesses and it can often feel stressful, especially if we work alone. Who do we turn to for support and advice? Our family and friends are supportive of course but may not understand our business or the rollercoaster of emotions we feel. They may not even fully understand or appreciate the ‘wins’ and successes we have either, leaving us feeling a little flat even when we do succeed. So first and foremost, creating a network allows you to turn to others who understand you. They may have successfully navigated some of the problems you face and can provide valuable advice and support when needed. They can help develop you professionally by sharing their experiences and knowledge on areas they specialise in. They can introduce you to companies or people who can play a part in your development, open doors for you that otherwise may take years to open, and even celebrate your achievements too. These connections make you feel a part of a larger, welcoming community and of course, let's not forget, it feels great to know that there are friendly faces out there. Networking is a two-way street, so another benefit is how great you will feel when you support or advise others. Maybe you're really good at motivating people when they feel stuck? Perhaps you have key contacts you can introduce to someone because you recognise there's an opportunity for them to collaborate successfully? People really are fascinating and hearing other people's stories and having the opportunity to spend time with them is a benefit in itself.
Is networking for you?
This may all sound great but perhaps you're still unsure as to how you can benefit from growing your circle of connections? You may even be an introvert and the thought of getting to know all those people is overwhelming and far from appealing. Take some time to sit down and plan what you want from your career and how you want to develop your role in this industry. Then take a look at how, simply by connecting with the right people, the path may become easier. Do you want to become an industry speaker? Then it's time to get to know those who speak on the circuit and find out how they got into the role. Do you always have FOMO when you see the amazing launch parties or events but aren't sure how to get on the guest list? Knowing the right person, such as an industry rep or a PR Agent could make all the difference between getting on the guest list and getting overlooked. Is there a key industry figure you admire from afar and have always wanted to meet? It could be that someone in your circle knows them well and can introduce you to them. Fancy travelling further afield and attending international conferences but don't want to go alone? Reach out to your network and see who else is going and arrange to meet up. There is no ‘one size fits all’ approach to networking but it really should be of benefit to everyone.
Are there any risks?
As with everything, balance is key. Don't be solely focused on what you can get, ignoring how you can help others. Networking should always be mutually-beneficial and fun and you don't always get something from it every time you do it. Go into it open-minded and always look to see how you can help others, as you don't want to get a reputation for being a ‘taker’ and as a result, have people avoid you. Don't always seek out the most wellknown person in the room and take up their time drilling them for information. Certainly don't ignore the company sales reps or the ‘little’ people you deem as less important. Not only is that incredibly rude but you are potentially missing out on some very valuable connections., Industry reps are some of the most well-connected people in the industry and can open the door to special deals, amazing parties, ambassador roles and KOL speaker engagements. This is a small industry and people talk, so make sure that they always have something nice to say about you.
»Building genuine connections takes time and can't alway be done on the first meeting. The goal is to forge friendships and connections that are mutually beneficial, so always be aware of the ways in which you can add value. It goes without saying that a friendly smile goes a long way. Take time to get to know the other person. Ask questions and show genuine interest. Remember, everyone's favourite topic is themselves!«
So, where are the best places to network?
1.
Conferences
Medical professionals, business experts and companies all attend conferences so you have a fantastic opportunity to meet new people and catch up with old friends. Try and connect with companies by visiting their stands or attending their post-conference events. Whether you're in the market to buy right now or potentially may be further down the road, making connections sooner rather than later can help you when the time is right to buy. Introduce yourself to the people sitting next to you during lectures. You obviously have something in common (the lecture) and you never know where it may lead. Is the speaker someone you've admired from afar? Why not approach them post-talk and tell them how much you enjoyed their presentation.
Socialise! That may mean meeting up with friends and colleagues over lunch, having drinks at the hotel bar or attending award ceremonies. People like to work with people they know and like, so how can they include you if they don't get the chance to connect with you? Are you attending any international conferences? Its great to discover how people of different backgrounds and nationalities are working. Share ideas and best practice. It may even lead to an ‘exchange’ visit.
2.
Online groups
This is great for the introverts and/or those with busy schedules. Look for aesthetic support groups online that cover all manner of topics, from working with specific injectable products or devices to businessfocused groups. Did your training provider have a mentorship or delegate group you could sign up to? That way you can support each other, ask questions and share case studies. They can be hosted on Zoom, on WhatsApp or on Facebook pages so look out for them and sign up.
3.
Social media
Social Media gets a bad rap but it is very useful for connecting with friends, industry people across the globe and also those ‘big name’ injectors. Show some love. Like and comment on their posts. Share their content with your followers and don't be afraid to reach out to connect. You’d be surprised how quickly you can grow your network (and followers) through social media alone. Instagram is great for quick interactions and connecting far and wide. If you want to connect more with companies and industry leaders, Linked In is the perfect platform as it allows you to share your education and career history with others.
4.
Training
The good thing about networking whilst training is that you are usually at a similar level as the other delegates and/or have a specific interest in common. Who are you on the course with? Maybe you can refer patients to each other if you are located in different areas or focus on different specialities? You may even find you brainstorm and end up working together in some way. Some of the biggest collaborations started during a coffee break on a training course.
5.
Companies
We all see the Tribe Effect of the injectables companies yet it's not just about connecting with big Pharma. Device and skincare companies have great people working for them, so keeping in touch by attending their workshops, launches and dropping by at expos is a fantastic way to find out about the latest industry trends, be on the guest list for launches and open doors to new opportunities. If you want to develop your speaker profile then offer to present for companies so you can hone your skills, give them added value and build your professional profile as an industry expert.
Networking etiquette
So how should you connect? First and foremost, be genuine. People can spot a phoney straight away and nobody will want to forge links with someone who appears to be in it for themselves. Building genuine connections takes time and can't alway be done on the first meeting. The goal is to forge friendships and connections that are mutually beneficial, so always be aware of the ways in which you can add value. It goes without saying that a friendly smile goes a long way. Take time to get to know the other person. Ask questions and show genuine interest. Remember, everyone's favourite topic is themselves! It should never feel like a job interview, but rather a natural getting-to-know-you session.
If you're terrible at remembering names, try and figure out a way to do so! Exchange contact details and use the notes section in your phone address book to jot down little reminders of the person such as what their interests are, their background and where you met them. A website link is a great way to refresh your memory as to who they are and what they look like. Take a selfie with them!
Be prepared to succinctly say something about you when asked. They don't want your life story, but a bit of background on who you are, what drew you into aesthetics and a few fun facts will be enough to make you stand out in their minds next time they meet you. Where appropriate, exchange contact details and follow them on social media. Should you have a reason to reach out, such as an event invitation, a patient referral or even to catch up to see if they are attending an upcoming conference, do so. Networks only grow when you nurture them.
Consider networking with a friend. Maybe they can introduce you to some people, and vice versa?
Conclusion
Networking is essential for professional and personal growth. It keeps us up to date with industry events, builds a support network, opens doors and is great fun! We have a stronger sense of belonging when we feel part of a greater group of people. So be confident, bring value and reach out and connect.
Key points
- Always add value to any connection you make. How can you be of benefit to or assist someone else?
- Be open to networking in any situation where there are people. They'll be glad you made the first move.
- Are there any people you know that you believe would benefit from an introduction? Be the person that brings other together
- Enjoy finding out about others. Everyone has their own personal journey and showing a genuine interest in others goes a long way in developing a strong network.
CPD reflective questions
- Identify 5 key events you can attend that would open the door to expanding your network
- What can you ‘bring to the table’ when connecting with others?
- List 10 ways that growing your network can help with your professional and personal growth.