#015 Dr. Jordan Faulkner: Allo Aesthetics' Unique Model
Written by Dr Bachun Cheema and Dr Kavin Kugan
In the realm of aesthetic medicine, innovation often arises from a combination of passion, experience, and a keen understanding of the industry. Dr. Jordan Faulkner, the founder of Allo Aesthetics, exemplifies this blend, showcasing a unique business model that not only propels his own career forward but also acts as a mentorship and collaboration platform for aspiring aesthetic practitioners.
The Genesis of Allo Aesthetics
Dr. Faulkner's journey into aesthetics wasn't a meticulously planned venture; instead, it evolved organically. About six to seven months into his aesthetics career, he realised the need to enhance aspects of his practice that he felt less adept at – graphic and website design, software, and overall professionalism. This led to the birth of Allo Aesthetics, initially without the association of his name due to prevalent biases against plastic surgery junior doctors engaging in medical aesthetics.
The turning point occurred when a former colleague, expressed a desire to enter the aesthetics field and sought guidance. Dr. Faulkner, despite geographical barriers, envisioned a collaborative model. The idea was to create a network of affiliated injectors, sharing resources, websites, and overhead costs. This evolved into a unique system, neither a traditional franchise nor entirely independent.
The Evolution of the Allo Aesthetics Model
Engaging a franchise lawyer, Dr. Faulkner adapted a franchise contract to suit their collaborative needs. The initial setup involved injectors being associated with the Allo brand, marketing through Allo's channels, access to Dr. Faulkner for guidance and second opinions, and the opportunity to shadow in clinic.
However, these injectors are independent, remaining in charge of their own business functionality, injectors remain ultimately responsible for their own clinical and business successes. With that, they do not relinquish either their autonomy or their earnings. Additionally, by having a mentor, they have access to the guidance of an injector who had walked the same road before them.
“By operating as a multi-clinician unit with a collaborative approach, we can improve outcomes and the safety of our patients”
-Dr Jordan Faulkner (Director of Allo Aesthetics)
As the model progressed, a tier system emerged, distinguishing between franchisees and mentees. This nuanced approach allowed mentees to benefit from mentorship and collaboration without direct brand affiliation, offering a middle ground not commonly found in the industry. Dr. Faulkner emphasises that this model bridges the gap between foundational training and working in established clinics, providing crucial support during the initial stages of an injector's career.
Selection Criteria for Affiliation with Allo Aesthetics
Dr. Faulkner outlines specific criteria for individuals seeking mentorship and affiliation with Allo Aesthetics. Prospective members must have completed foundational training with a reputable organisation and be a doctor, dentist, or nurse. Location is also a factor, strategically avoiding direct competition among affiliated injectors. Enthusiasm, interpersonal skills, and a willingness to receive and act upon feedback are crucial attributes sought in potential collaborators.
Navigating Industry Changes and Regulation
Addressing the ongoing changes and regulations in the aesthetics industry, Dr. Faulkner acknowledges the need for enhanced legislation. He expresses support for the upcoming traffic light system, foreseeing significant shifts in the industry. The impending requirement for CQC-regulated premises and practitioner licenses is expected to raise the bar for entry, making the field less saturated and potentially elevating the standard of care.
While optimistic about the positive impact on safety and standards, Dr. Faulkner recognises the challenges in implementing these changes. The industry's current landscape, marred by non-medic injectors performing risky procedures, makes it difficult to swiftly transition to a more regulated environment without affecting livelihoods.
“I think it will become a much less saturated industry which bodes well because those who still decide to pursue this career, despite the new barriers, will be those that are more enthusiastic and dedicated to it.”
-Dr Jordan Faulkner (Director of Allo Aesthetics)
Future Aspirations and Contributions to the Industry
In a candid revelation about his future aspirations, Dr. Faulkner expresses a deep passion for education and a desire to play a more prominent role at Interface Aesthetics. Inspired by Dr James Olding, the Director at Interface Aesthetics, he aims to grow into a role that involves speaking at conferences and contributing to the industry in a meaningful way. Despite recognising that this goal may not be achieved in the near future, he remains committed to getting his name out as an industry leader through article publications and visibility in aesthetic medicine journals.
Dr. Faulkner envisions opening his own clinic to curate a complete patient experience. While acknowledging the challenges of not having full control over his current environment, he remains optimistic about achieving his goals. He emphasises the importance of taking gradual steps up the ladder and acknowledges that he's in the early stages of his aesthetics career, having accomplished more than most in his first couple of years.
Conclusion
Dr. Jordan Faulkner's journey from an NHS doctor to a full-time aesthetic practitioner and founder of Allo Aesthetics reflects a commitment to innovation and mentorship in the aesthetics industry. His unique business model not only provides a collaborative platform for injectors but also navigates the changing regulatory landscape. As Allo Aesthetics continues to evolve, it stands as a testament to the transformative power of blending chance with strategic thinking in the pursuit of excellence in aesthetic medicine.
Closing Thoughts
Next week we will be releasing the first edition from our interview with Julie Scott the Director of Facial Aesthetics. This was an incredibly insightful episode and is definitely not one to miss. Following this we have another fantastic release from an interview with Dr Sophie Shotter the Founder of Illuminate Skin Clinic.
If you have any questions, comments or recommendations do not hesitate to comment on this post.
Warm regards,
Dr Bachun Cheema and Dr Kavin Kugan