One of the usual staples in a balikbayans’ homecoming itinerary, aside from the requisite family reunions, shopping and sun bathing in Boracay, is a trip to an aesthetics clinic for beauty and physical enhancement procedures. After working hard abroad, spending time in a beauty and wellness center is tantamount to a luxurious and cherished time-off, Filipino expats reason out.
“Indeed, there is so much market potential in the global Pinoy,” says Dr. Eduardo Santos, managing director of Beverly Hills 6750, a multi-specialty aesthetics institute located at the 6750 Building on Ayala Avenue, Makati. “In fact, 30 percent of our clientele are Filipinos who are based abroad.”
Given this huge prospect, Beverly Hills 6750 is all-revved up to bolster its market share by marketing to Pinoys abroad, especially to Filipino-Americans who are reeling under the impact of rising medical costs in the U.S.
With the goldmine market of global Pinoys as an identified market, Beverly Hills 6750 is poised to conquer this market having perfected its service culture over the last 4 years of its existence.
“This May 2011, we are increasing our capacity by opening a new branch in Timog Avenue to cater to clients in Quezon City and nearby areas,” discloses Santos.
The multi-million-peso facility promises to bring new technologies and machines not found in other facilities in the country. They include solutions for beauty problems on skin rejuvenation, weight management and body contouring, hair loss, body whitening, anti-aging and new proprietary techniques in cosmetic surgery.
MAJOR, MAJOR INDUSTRY
The huge premium bestowed on good looks has made the business of beauty and wellness a worldwide phenomenon in the last decade. Yet, the competition is stiff because the pressure comes not only within the local beauty industry, but also from regional players like Thailand, Singapore and India
’’In India, for instance, business grows at least 30 percent every year and is expected to reach a whopping $1B in revenues by 2012. No need to mull over the price advantage: dental, eye, and cosmetic surgeries in Western countries could cost three to four times as much as in India,’’ Dr. Santos says.
The same is being said about hospitals in Thailand, which boast of medical professionals educated in the US and Europe. Last year Thailand projected to have earned at least 36.4 billion baht ($1.06B) from treatment seekers. Along with very attractive prices, their medical centers also boast of interpreters for over 22 languages.
Along with the Department of Tourism’s efforts to promote the Philippines as a premier medical tourism destination, things are looking up for the country’s beauty and wellness sector. “For any industry to thrive, it has to have support from the government and other agencies and partners,” says Dr. Santos.
The irony, Dr. Santos said, is that local Class A-B Filipinos believe they can get better medical care in so-called more advanced countries, and yet here we have patients from Australia and Europe, for example, coming to the Philippines because of the quality of ‘beauty care’ we provide.
Beverly Hills 6750 prides itself in its professional staff. “We have an impeccable list of doctors who represent the ‘the stars’ of the medical profession,” BH 6750’s director muses. Thus, he said, their clients are assured of professional service and quality results.
Dr. Santos stresses that expertise is very crucial to be able to attract patients from other countries.