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Business
Considerations
by M
Palmer/ A3
Medically-Based Skin Care Clinics
Today there are increased
numbers of medically-based skin care clinics across the country which
seems to have taken many people by surprise, not the least of which are
some of the physicians themselves. The dramatic increase of cosmetic
surgery has provided a new source of income for many surgeons but also
increased the complexity of patient care. A dizzying array of media
reports has bombarded the public with information on new technology and
techniques in the cosmetic field.
No longer is a working knowledge about methods to surgically correct
sagging jowls, baggy eyelids and a weak chin adequate. Today’s savvy
and results-oriented patients have questions regarding which
moisturizers, vitamin supplements and sunscreens to use. They want to
know about the various non-surgical ways of maintaining a youthful
looking skin and even eliminating fine lines and wrinkles. More and more
women- and many men- are opting for superficial exfoliation treatments.
According to many physicians, today’s cosmetic surgery offices
understand these issues, in addition to providing those services. From a
physician’s perspective, there is no better way to meet patient
expectations, provide the results they are looking for and increase
potential office profits, than by looking for and increase potential
office profits, than by including an esthetic specialist into the
professional office team.
For some, this melding of esthetic with the medical has been seen on the
horizon for years and was together from the start. In fact, many
estheticians will admit to aspiring to work in a physician’s office-
especially a cosmetic surgeon’s office- for numerous reasons. The
prestige of working with a well –educated physician is often foremost
on the list, as might be any benefits that may accrue to staff members,
such as reduced costs for cosmetic surgery or office procedures.
An Esthetic professional is an excellent addition to any cosmetic
medical practice: However, remember esthetic training is not regulated
or standardized nationally, for many physicians the hiring of an
esthetic professional may well be an overwhelming challenge. The
physician in charge must look at the level of advanced training the
potential staff member has acquired, in addition to any prior on-the-job
experience they will bring to the table. The Medical Esthetic Specialist
is most desired to advance training and certification. This ensures less
risk for the physician and medical practice.
People frequently spend more time buying their automobiles than in
hiring employees- you don’t want to waste time and money hiring the
wrong person. Yes, the more training and experience an esthetic
professional has accumulated will cost in additional salary, but it will
save the physician in the long run, avoiding possible liability issues,
lost patients and aggravation. The gain is the complete and successful
practice where most patients are repeats and referrals, and here trust
is the basis of this dynamic union. Finding the right team player, who
shares the same focus with the doctor, and who will work on his or her
behalf will take time, but the rewards are great.
In finding a good fit, personalities are important to pair properly. For
instance, the more analytical, research-oriented Medical Esthetic
Specialist may find dermatologists or Plastic Reconstructive Surgeons
some of the best matches. A more trendy, fashionable esthetic
professional may prefer a cosmetic or plastic surgeon. In the end, our
backgrounds and personalities are key to the right fit. The interview is
the time to also see if the goals of the esthetic professional and the
physician are well matched.
Just as a dental hygienist is to a dentist and Tonto was to the Lone
Ranger, the trained Medical Esthetic Specialist completes and enhances
the Medical practice. Providing clinical esthetic services in a medical
office ensures satisfied and returning patients. Before embarking on
this new venture, the doctors must ask themselves: “What is the bottom
line? What is my goal? Am I willing to take the time to implement these
new procedures into my practice?” They must be very honest with
themselves, asking also “What is my reason for wanting an esthetic
professional in my office?” If the physician wants simply to increase
patient flow, seek an esthetic professional with good marketing skills.
On the other hand, if the physician has sufficient patients, but needs
to provide pre- and post-operative care, i.e., camouflage concerns for
dealing with post-surgical discoloration and trauma, then they will want
to look for a trained Medical Esthetic Specialist who is experienced
with medical procedures and can assist his or her patients with
camouflage techniques. Obviously, finding a nurse who has esthetic
training would be a benefit, as they may be able to relieve some of the
burden of post-treatment care for the physician, such as cleaning
post-laser wounds and removal of stitches.
One of the perceptions that consumers have stated is that because a skin
care clinic is located within a physician’s office, the quality of the
treatments and service is believed to be better. To ensure that this
perception becomes reality, it is important to have the physician
involved in the employment or interview process. This will be the person
upon whom the physician is depending for pre-surgical skin preparation
of his or her patients, along with post-surgical lymphatic drainage,
camouflage makeup, patient handholding and support. Pre-operative laser
resurfacing protocols with microdermabrasion or AHAs can be established
and then administered by an esthetic professional. Post-operative
camouflage and acne control can also be accomplished by the esthetic
professional. These services not only free the physician and staff for
other duties, but it provides the patient with the intangible feeling
that the practice cares. The commitment level of the esthetic
professional will be obvious to the patients and can be a great
encouragement, resulting in continued skin care visits, and future
cosmetic surgery procedures for the physician.
Additionally, the physician must be committed to the continuing
education of his or her entire staff. Not only is it imperative to today’s
consumers to have their esthetic clinic provide the “latest and
greatest” in technology, but advanced education is frequently a morale
booster, giving a well-timed “kick” to increase staff referrals and
possibly retail sales.
The trained medical esthetic professional is frequently very adept at
relating to patients, and one of the additional benefits to the
physician would be in providing information about the patient to the
doctor that he may not have had the time to be able to coax out of the
patient. This personal time with the patient allows them to possibly
open up to the professional, expressing their concerns that the
professional can and should relay back to the physician, preventing
patient conflicts and lost revenue.
People will see their clinical esthetician for products and treatments
targeting age management, and cosmetic surgery support. They will also
shop the Internet for price breaks on products, and information. For
this reason, it is important to maintain a high level of professionalism
with any products retailed within the cosmetic surgery practice. They
should be of high quality and result-oriented, technologically, as well
as reasonable in price. Retaining this retail market is essential for
your business growth.
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More information in Medicine Goes Esthetic™
See book order page or
email Info@medical-esthetics.com
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