Business Considerations: Medically-Based Skin Care Clinics, from Medical Esthetics

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Medical & Esthetic Association
Medical Esthetics®_1987-2010

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Business Considerations
by A3 /Michelle Palmer, CTN, CMES - 25 yrs exp medical office esthetics

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 ...................

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