CNME editor Mark Forker managed to get an exclusive interview with Rob Pye, CEO of selfologi, to find out how the tech company is positioning itself to become the “go-to” platform for people looking to book cosmetic treatments online. throughout the Middle East region.
We live in an era that many analysts have labeled the experience economy. Our reliance on technology has intensified and we rely on mobile applications to manage our daily lives.
Rob Pye, CEO of selfologists
Interestingly, while it is now clear that we value convenience when it comes to how we interact with products and services, some industries have not yet harnessed the power of new technologies to transform the way their business operates, and one of them sectors is that of cosmetic treatments.
Dubai-based start-up selfologi, which aims to better educate users about cosmetic treatments across the GCC region through its innovative, customer-centric platform, has predicted there are over $ 2.2 billion worth of treatments. cosmetics every year in the GCC.
However, there is a huge void when it comes to information about available treatments, the quality and credibility of clinics, and the ability to compare services, however, they believe their platform can radically transform the experience for consumers interested in cosmetic procedures.
“Our mission at selfologi is to become ‘the destination’ for cosmetic treatments. selfologi itself is a platform where we want consumers to learn more about the cosmetic procedures available online. For us, the learning element is a huge pillar in what we offer to consumers. We know from our research that over 1 million people actively search the GCC region for information on various cosmetic treatments each month, but the consistency and quality of that information leaves a lot to be desired, ”said Pye.
Pye said users interested in cosmetic treatments quickly discovered that there was no real central source of information to get the answers they wanted.
“Currently, if you Google laser hair removal, or Botox, or fillers, the search engine will generate results from 20 different websites that all have varying credibility, quality and consistency as to which treatments are best for you. What we aim to do at selfologists is fill that void, and really be the one who goes to the destination to discover the information you need to know when considering cosmetic treatments, ”Pye said.
As Pye pointed out, while many of the treatments available are non-invasive, some are obviously invasive, so it was understandable that many people considering treatment wanted to access the best possible information available to them.
“We want to offer consumers the opportunity to compare and find the best clinic and doctor for their specific treatment. Once they decide to move on with their treatment, they can look at user reviews, ratings, before and after pictures. Basically, we give them a catalog of information to better inform their decision-making process. We are empowering them with knowledge and once they have selected the clinic they want, they can book directly from our platform, ”said Pye.
There has been an exponential increase in digital transformation since the start of the COVID-19 pandemic, especially across the Middle East.
The fact that the clinics within the cosmetic treatment industry in the region have not been digitized is not resistance to change, but rather the fact that they are unsure how to get where they need to go, but now selfologi is aiming to be that. enabler.
As mentioned earlier in the article, there are roughly $ 2.2 billion worth of cosmetic treatments done across the GCC, but hardly any of these are booked online, so according to Pye if online channels can be used effectively, then c ‘is a huge opportunity to climb. It also highlighted the influence of its founder Tamer Wali.
“We are providing a complete end-to-end experience for clinics. We’re doing the whole funnel from awareness to acquisition to conversion. Today, nearly 0% of cosmetic treatments are booked online, typically just lead generation forms and in-clinic reservations. We are supported by an amazing founder in Tamer Wali who is our main investor. He has 30 years of experience in cosmetic treatments and has worked for the leading distributor of medical-aesthetic devices in the GCC. He has seen the B2B aspect of the business and witnessed the evolution of that technology firsthand and the delivery of these services has progressed tremendously over the years. However, the business model and the way the company operates has remained relatively static, but we are here to help clinics and we truly believe our platform can completely transform their business and the industry in general, “said Pye. .
Pye has had a distinguished career in creating startups in the beauty industry and is very excited about what he believes selfologi can achieve in the cosmetic treatment industry in the Middle East. His confidence is built considering that the company secured $ 17.5 million in initial funding in June of this year.
Pye said he sees the role of selfologists among end users and clinics as that of a matchmaker.
“I always tell our team that our B2B client is just as important as our B2C client, because without us bringing demand and bringing potential clients to the platform, then we have nothing of interest to clinics. However, without clinics coming to the platform and accessing their services, we ultimately have nothing to offer consumers, so we need to be that matchmaking agent. We need to infuse and synchronize both elements to make the platform a success. Our promise to the clinics is that you will take care of the patients and we will take care of the rest, ”Pye said.
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