Related Experiment Videos
Product Selection Preferences in Aesthetic Medicine: A Pilot Study of UK Practitioners' Stated Decision-Making
Emmaline Ashley1,2,3, Lee Walker1,2,3, Priyanka Chadha1,2,3
1Emmaline Ashley, MBBChBAO(Hons), MCh(Hons), BA(Hons), MBCAM, ProfCertDerm, PgDipAes, Dr Emmaline Ashley is an aesthetic medicine physician and Academic Head of Education at Acquisition Aesthetics, London, UK, with research interests in aesthetic practice and medical history.
Abstract:
Product selection in aesthetic medicine involves clinical, commercial, and regulatory considerations, yet systematic research examining practitioner decision-making remains limited. This pilot study explored stated preferences reported by UK aesthetic clinicians regarding product and brand selection, with the aim of identifying patterns to inform future larger-scale research. A cross-sectional online survey was conducted among UK aesthetic clinicians (August-September 2025). The instrument, developed through literature review and pilot testing, assessed 25 decision-making factors using five-point Likert scales, ranked domain preferences, switching behaviors, and open-ended questions. Data were analyzed using descriptive statistics, modified Borda count ranking, and inductive thematic analysis. Among 58 participants (nurses 44.8%, doctors 25.9%, dentists 24.1%, pharmacists 3.4%, dental hygienist-therapist 1.7%), clinical performance and safety factors received the highest ratings, with quality of clinical results, safety profile, and regulatory approval all achieving median scores of 5 [IQR 5-5]. Commercial factors were rated substantially lower, including price (median 3 [IQR 3-4]), promotional discounts (median 3 [IQR 2-3]), and social media presence (median 3 [IQR 2-3]). Ranked-choice analysis confirmed this hierarchy: clinical evidence and product performance scored 142 points, followed by training and support (71) and regulatory compliance (40). Most participants (70.7%) reported occasional product switching, driven primarily by improved clinical outcomes (84.5%) and professional curiosity (70.7%). Qualitative themes linked brand loyalty to consistent outcomes and responsive clinical support. Participants prioritized clinical evidence and safety over commercial factors when selecting aesthetic products. Although exploratory, this pilot demonstrates the feasibility of systematically investigating this topic and provides methodological foundations for future research using representative sampling and validated instruments.