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SEIZING THE WAVE As the ���eld has become more competitive, Dr. Klein supplements her word of mouth marketing with online media. ���I have a very informative website for patients to read, and Realself.com has been phenomenal for me,��� she says. ���I like answering questions and, because I have a review page where patients can write about their experiences, I see a lot of patients who found me online and read those reviews.��� She also makes a point of answering questions on specialized In 2003, Dr. Klein moved her 900-square-foot practice to a 5,600-square-foot facility. procedures, ���like lunch-time nose jobs, that not a lot of people do,��� because it���s so competitive out there, you may not see she says. ���I get patients who travel to my practice from the payback for a while. It���s much less expensive to invest fairly far away for those speci���c treatments because they in ���llers and Botox because you can buy that as needed.��� found me on RealSelf.��� She also encourages physicians to become well trained ���It���s not one size ���ts all.��� before adding new procedures. ���It���s not one size ���ts For physicians who are new to the ���eld, Dr. Klein all. You can���t go to a one-day or a weekend course and recommends: ���Don���t spend all your money on devices expect to be really good at injectables or lasers,��� she right away���either rent them or purchase one or two to says. ���You need to practice, practice, practice. It is an begin with,��� she says. ���It really eats up your money and, art, and if you want to be really good at it and stand out, you have to look at it as an art, Dr. Klein���s practice not just a technique.��� currently sees between Though cosmetic procedures 80-100 patients per day. make up the bulk of her practice revenue, Dr. Klein considers medical dermatology an integral part of her work as a medical professional. ���If you���re a dermatologist, you should continue to practice dermatology and not plan on just doing cosmetic procedures,��� she says. ���I feel we owe it to our patients to provide good medical skin and dermatologic care. If everyone went into cosmetics, there wouldn���t be anyone to take care of these patients. It���s also a safety net for bad economic times.��� In January 2012, Dr. Klein brought on a new associate, Kathy Lee, MD, from Indianapolis. ���I���m 53 and as I get older and my kids are in college and beyond, I want to have a little more freedom to travel,��� she says. ���I have such a beautiful, fantastic practice, I want someone to continue it after I retire���though I don���t plan on doing that for another 15 years or so. ���My main philosophy has been that if you take good care of your patients in any way that you can, success will come to you,��� she says. ���Don���t think of the dollar signs. Think of making your patients happy and healthy. Success will follow that naturally.��� ME Inga Hansen is the executive editor of MedEsthetics. 68 MARCH/APRIL 2013 | MedEsthetics