How to Choose the Right Devices for Your Clinic

Choosing the right aesthetic devices for your clinic is one of the most defining decisions you’ll ever make as a business owner. It’s not just about what treatments you offer, it's about the standards you set, the outcomes you’re known for, and the kind of business you want to build. In today’s aesthetics market, where marketing is louder than evidence and flashier than science, making informed, values-aligned decisions is more critical than ever.

At Raw Canvas Skin + Wellness, we’ve invested over $2 million in capital equipment not to have the biggest lineup, but to ensure every device in our space is science-backed, results-driven, and clinically trusted. The outcome? We’re known not as a place that “slams needles” or jumps on every trend, but as a skin health clinic that delivers lasting transformation. That level of trust comes from consistency, integrity, and from choosing technology that works, not just sells.

Too often, I see clinic owners swept up in hype. A charismatic laser rep walks in, shows flashy marketing slides, and promises the moon. But here’s what you need to know: you’re not just buying a device you’re buying a partnership. And not all partners are created equal.

Many reps are trained to close deals fast. Once the contract is signed, they disappear leaving you to figure out treatment protocols, complications, or patient management on your own. That’s why choosing a manufacturer that shares your beliefs, provides real education, and stands behind their product long-term is vital. Ask yourself: Will this company be here when I need support? Will they back me when something goes wrong? If not, walk away.

Also, pay attention to where your money is going. Is the cost of the device going toward cutting-edge research and clinical training—or into mass marketing and social media hype? If a device is suddenly everywhere, pause and ask: Why? Often, it’s not because it’s revolutionary, it's because it’s cheap, easy to distribute, and aggressively sold to under-trained operators. Take InMode for example. We hear about it constantly. But why? It’s one of the most heavily marketed and financially accessible devices on the market and also, one of the most painful to use. That’s not a coincidence. When the marketing outshines the results, it’s time to ask whether your investment is funding technology or just advertising.

At Raw Canvas, we intentionally chose technology used by dermatologists, plastic surgeons, and advanced clinical settings devices engineered by companies that value science, not just sales. Manufacturers like Sciton and Cutera build platforms that prioritize outcomes, safety, and long-term performance. These are devices built to evolve with you and serve a wide patient base with real clinical results. And when you’re building a reputation as a clinic rooted in transformation not trend you need devices that walk that talk.

Understanding the difference between IPL (Intense Pulsed Light) and BBL (BroadBand Light) is a great example. While both are used to treat pigment, redness, and photoaging, the delivery system is very different. IPL uses broad-spectrum light with variable energy output. It lacks the consistency and targeting needed to ensure safety in higher Fitzpatrick types and can be unpredictable in outcomes. BBL, by contrast, delivers precise, customizable pulses of light with real-time cooling and consistent fluence. Scientifically, it’s more stable. Clinically, it’s safer. And in terms of patient satisfaction, it’s in a league of its own.

Let’s also talk about one of the most misunderstood comparisons in our industry: IPL hair removal vs. laser hair removal. As a coach, I’ve had so many clinics come to me after making this exact mistake choosing IPL for hair removal because it was “versatile” and budget-friendly. The truth? IPL disperses multiple wavelengths, diluting energy across the spectrum and sacrificing depth, precision, and power. This results in more treatments, greater discomfort, and inconsistent results. True lasers, like Alexandrite (755 nm) and Nd:YAG (1064 nm), are single-wavelength systems. They deliver focused energy directly to the follicle, achieving superior clearance, better safety in darker skin types, and long-term results with fewer sessions.

One clinic I coached had been relying on IPL for hair removal and constantly fielding patient complaints about pain and ineffective outcomes. They were hesitant to reinvest, but after pivoting to a laser platform, their results and their patient retention skyrocketed. It was a turning point. Within months, they had recouped the investment through repeat business and word-of-mouth referrals alone. This is what happens when you prioritize technology that performs over technology that simply sells.

When I say these are long-term investments, I mean it. The science of a wavelength doesn’t change. A 1064 nm laser will remain just as relevant ten years from now as it is today. When chosen wisely, a premium device will deliver returns far beyond its payment plan not just in revenue, but in patient trust, clinical integrity, and professional confidence.

So how do you choose?

Start by getting crystal clear on your values. Are you building a clinic that corrects, educates, and elevates skin health or are you chasing cosmetic trends that fade as fast as they appear? If you're in it for the long haul, your equipment should reflect that. Choose devices that align with your philosophy.

Second, look at the support. The real value of your purchase isn’t just in the machine it’s in the people standing behind it. Ask for hands-on training, access to protocols, real-time rep support, and post-sale education. You’re not just buying a machine; you’re entering into a relationship.

Third, consider the why behind the marketing. If it’s the loudest device in the industry but lacks peer-reviewed data or physician use, ask yourself what you're really paying for. Flashy branding doesn’t guarantee clinical integrity.

Finally trust your gut. If the pitch feels rushed, the pricing feels too good to be true, or the rep can’t speak clinically about the outcomes you have your answer.

Every device I’ve purchased was made through the lens of one question: Does this support our mission to transform skin through evidence-based care? If the answer was no, I walked away even if it meant turning down a popular trend.

Because the truth is, your clinic becomes what you invest in. Your results reflect your standards. And your future is shaped by the technology you trust today.

Invest wisely. Ask the hard questions. Choose science over sales.
Because your clinic and your patients deserve nothing less than results.

– Amanda Connolly, Founder of Raw Canvas Skin Clinic & Amanda Connolly Coaching and Consulting