Report finds aesthetic patients now judge clinics before they reach treatment room

Aesthetic patients are judging clinics long before they step into the treatment room, according to new research from Phorest.

The Modern Patient Experience Report 2026-2027, based on a study of 795 aesthetics patients across Ireland, the UK, Canada and the US, found that 86% of patients have submitted an enquiry to an aesthetics clinic, with 86% saying their primary reason is to learn more about a treatment.

Other common reasons include booking support, product information and pricing, showing that patients are actively researching their options before deciding whether to proceed.

According to the salon software company, the findings point to a shift in how aesthetic clinics need to think about communication. Enquiry responses, booking confirmations, reminders, consultation forms, treatment quotes and aftercare may appear operational from the clinic’s perspective, but for patients, they help them to decide if they have chosen the right clinic.

The report found that 87% of patients say booking confirmations are important, while 84% place the same importance on appointment reminders. Patients also value practical information in booking communications, including appointment time, service details, clinic location and telephone number.

Preparation is also now an expected part of the modern patient experience, as 84% of patients completed consultation forms before their appointment, while 90% received pre-care instructions.

Phorest said this demonstrates how communication before treatment can help reduce uncertainty, support informed decision-making and reinforce confidence before a patient arrives.

“Delivering a strong patient experience does not start and end in the treatment room,” noted Órla Phelan, director of medspa and medi-aesthetics operations at Phorest. “Every interaction before, during and after an appointment contributes to how prepared, reassured and cared for a patient feels.

“The research shows that patients are not asking clinics to communicate more. They are asking for communication that is clearer, more consistent and more relevant to the moments that matter. For clinic leaders, that means communication should no longer be seen as admin alone. It has become part of the patient experience itself.”