AB Aesthetic Business Academy — Front of House Excellence Series
In the early days of aesthetics, the Front of House role was simple: answer the phone, book appointments, greet patients, and keep the diary running smoothly. It was a predominantly administrative position, and clinics tended to view it as a support role rather than a strategic one.
Fast forward to today — and the role has transformed beyond recognition.
Front of House Is Now the Engine of the Clinic
In modern aesthetics, your Front of House team is no longer just the first point of contact; they are business critical and the core element leading your patient journey. They shape the first impression of the brand, influence treatment decisions and booking conversion, support loyalty and retention, directly impact revenue, clinic flow and reputation.
Aesthetic success isn’t just about clinical outcomes — it’s about the entire journey. And that journey is shaped by Front of House.
The First Point of Personal Contact
FOH:
• Sets expectations and trust from the first interaction
• Reinforces the clinic’s brand values, professionalism and quality
• Builds rapport that strengthens patient confidence
• Manages communication with clarity, empathy and direction
Every message, every call, every greeting contributes to how the patient feels about your clinic.
From Reception to Relationship Management
Today’s Front of House team must be knowledgeable, confident, and client focused. Today’s FOH role includes: –
• Managing the full patient lifecycle: enquiry → consultation → treatment → aftercare → retention
• Guiding patients toward appropriate treatments through informative conversation
• Recognising opportunities to upsell, cross-sell, and recommend maintenance
• Ensuring a seamless clinic flow to maximise practitioner time and room utilisation
• Delivering personalised service that enhances loyalty and repeat bookings
• Handling payments, paperwork, GDPR compliance and patient safety checks
• Maintaining a luxurious environment that reflects premium care standards
The shift from “receptionist” to “patient experience specialist” is one of the biggest evolutions the industry has seen, This is not a reception job, It is a PATIENT EXPERIENCE PROFESSION.
The Digital Communication Era
Years ago, enquiries came by phone. Now they arrive through:-
• Social media
• Website forms
• WhatsApp
• Email
• Online booking systems
Front of House has become the central hub for all digital communication. They need to respond quickly, confidently, and consistently — because online leads are warm, but they are also impatient and competition is tough. Speed and clarity are everything.
Sales Without Selling
One of the most misunderstood aspects of Front of House is the role they play in sales.
Good clinics recognise something important:
sales is not about pushing — it’s about conversation – helping.
It’s not scripted
It’s not uncomfortable
When FOH understands treatments, typical skin concerns, and patient goals, they can naturally guide someone towards the right option:-
• “Have you considered…?”
• “This would really complement what you’ve already had…”
• “Most patients who want X also benefit from Y…”
These are not sales lines — they are helpful, informed, confidence-building conversations. For patients, they make the experience more personal, not more pressured. Patients welcome informed support – not pressure.
Commercial Accountability
FOH now plays a direct role in revenue through:-
• Diary optimisation that reduces gaps and no-shows
• Promoting seasonal campaigns, memberships and treatment plans
• Monitoring KPIs and reporting insights to management
Their contribution is measurable and impactful.
Guardian of Reputation & Compliance
FOH protects the clinic by:-
• Handling concerns with professionalism and service recovery
• Ensuring patient documentation is accurate and secure
• Maintaining consistent 5-star service standards
• Collecting reviews and testimonials to boost online presence
They guard both the brand and the patient relationship.
The Core of Team Culture
The best FOH professionals:-
• Support clinicians to perform at their best
• Keep communication flowing across the team
• Set the tone for positivity and professionalism
They are the heartbeat of the clinic.
The FOH Role Is Now a Professional Career Path
Clinics are now investing in Front of House training because the role touches every part of the business:-
• Branding
• Operational flow
• Treatment awareness
• Customer service
• Finance
• Compliance
• Sales and bookings
• Patient loyalty
• Online presence
Front of House has become a profession in its own right — with skills that bridge hospitality, marketing, and clinical knowledge.
Why This Evolution Matters
Patients no longer choose clinics based on location or price alone. Patients choose clinics where they feel cared for, reassured, informed, welcomed, and valued. That emotional connection is created by Front of House.
A brilliant FOH team can elevate an average clinic into a thriving one.
A weak FOH team can hold back even the most talented medical practitioner.
The Future of Front of House
The next phase of development in this role will involve:-
• Deeper knowledge of treatments and patient concerns
• Digital communication skills
• Advanced customer experience design
• Data tracking and patient retention strategies
• Marketing and content support
• Increasing influence over business performance
In short: the role will continue growing and the most successful clinics will be the ones who invest in this evolution.
We specialise in transforming FOH teams into confident, commercially-aware patient experience professionals.
Contact us to request AB Aesthetic Business Academy Training Brochure including ‘Master the Art of Front of House’ Training Module Prospectus or to discuss tailored training packages.
Written by Sonia Amerigo
Specialist Aesthetic Consultant AB Aesthetic Consultant Services
Specialist Front of House Trainer AB Aesthetic Business Academy
Contact
Contact Our specialist CQC Consultant Lisa Tierney at AB Aesthetic Consultant Services
