[TREND 9] Dispensing Skin Care Physicians Go Digital
The current pandemic has pushed physicians to dispense skin care products more often than before, as this was their major source of revenue during the lockdowns both in Europe and the United States. More than two-thirds of the physicians we surveyed in our recently published report cited that their retail business of skin care products has grown in 2020. What has contributed to this positive result?
Many physicians are shifting to digital initiatives such as virtual consultations and tele-medicine to promote their services and products while engaging their patients. Several physicians have also launched websites to serve as a source of consumer-friendly information on skin care conditions, along with cosmetics and aesthetic treatments. Professional skin care marketers also increased their digital initiatives to support their physician accounts.
Physician-dispensed skin care brands have pivoted to e-commerce in a unique way by creating microsites this year. This concept allows consumers to replenish their favorite professional skin care products online through a unique URL that is linked back to their physician, while at the same time allowing the brands to support their physicians by giving them a commission for each transaction. Additionally, sales through third-party e-tailers like Dermstore and through brand websites fueled growth of professional skin care products.
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