MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/156138
EDITOR'S NOTE EDITORIAL ADVISORY BOARD Cosmetic Practitioners Play Multiple Roles The practice of cosmetic medicine requires physicians to navigate some terrain that may be unfamiliar to others in the healthcare industry. Private practice management requires them to take on the roles of businessmen and entrepreneurs. The deluge of directto-consumer advertising requires them to become educators, staying on top of new technologies not only to provide the most effective treatments but also to help them answer questions from patients who spend a significant amount of time researching new devices and procedures. Inga Hansen Noninvasive body contouring continues to capture the public's Executive Editor/Associate Publisher imagination and spawn new technologies designed to tighten, tone and slim. In "Slimming & Shaping" on page 30, writer Andrea Sercu offers a primer on the core technologies behind today's noninvasive body contouring equipment to help physicians understand and explain the subtle differences—in terms of treatment times, typical outcomes and postprocedure expectations—between these devices. As most clinicians know, despite messaging that promises great results with one new, cutting-edge procedure, once in the practice, addressing patient concerns often requires a multi-modality approach. Treatment may include devices, injectables and homecare products. This is particularly true in the difficult-to-treat undereye area. On page 46, writer Linda W. Lewis shares the top treatment protocols that medical aesthetic practices are employing to reduce undereye bags and dark circles. In addition to staying up-to-date on the latest treatment tools, managing all the staff members needed to keep a private practice running smoothly and profitably—while gaining a share of the competitive cosmetic market—is a full-time job unto itself. In "Professional Networking" on page 40, consultant Cheryl Whitman shares some strategies to help physicians grow their local referral network to attract a steady flow of new patients. Once those patients arrive, it's up to you and your staff to provide a positive experience. In order to achieve high patient satisfaction rates that lead to valuable word-of-mouth referrals, practices need strong leadership, clear goals and accountability at all levels. On page 22, consultant Jay Shorr shares the 10 traits of top leaders, while Steven A. Stovall, PhD, discusses "The Power of Accountability" (page 56), including how owners and managers can implement a system of goal setting and followup that will motivate employees to contribute to practice growth. Practices that offer a broad range of services in a "one-stop-shop" environment have experienced much success in the aesthetic industry. One such example is Beautologie, a Bakersfield and Malibu, California-based practice that combines plastic surgery, noninvasive cosmetic procedures and spa services in one facility. On page 60, Beautologie founders Darshan Shah, MD, and Milan Shah, MD, discuss the benefits of operating a dual-specialty practice and how they have developed new management protocols to maintain topnotch patient care and customer service at their rapidly growing business. At MedEsthetics we appreciate the many hats practice owners must wear to remain competitive and relevant in the cosmetic industry, and we look forward to providing content that will help you and your patients achieve the results and the success you are seeking. ihansen@creativeage.com • 818.279.3501 4 SEPTEMBER/OCTOBER 2013 | MedEsthetics Mary Lee Amerian, MD Santa Monica Laser and Skin Care Center, Santa Monica, CA Saul R. Berger, MD Medical Director, New Age Aesthetics, Encino, CA Padraic Deighan, MBA, JD, PhD Vail, CO Michael H. Gold, MD Assistant Clinical Professor, Vanderbilt University Medical Center Founder, Gold Skin Care Center, Nashville, TN Bruce Katz, MD Clinical Professor Dermatology, The Mount Sinai School of Medicine Director, Juva Skin & Laser Center, New York Lorrie Klein, MD Assistant Clinical Professor, University of California-Irvine Medical School Founder, LK Dermatology & Laser Center Euro Day Spas, Laguna Niguel, CA Allan Share President, International Medical Spa Association, Minnetonka, MN David H. McDaniel, MD Assistant Professor of Clinical Dermatology and Plastic Surgery, Eastern Virginia Medical School Director, The Institute of Anti-Aging Research, Virginia, Virginia Beach, VA Vic Narurkar, MD Associate Clinical Professor of Dermatology, UC Davis Medical School Chief of Dermatology, California Pacific Medical Center, San Francisco Ava Shamban, MD Laser Institute for Dermatology and European Skin Care, Santa Monica, CA Hema Sundaram, MD Director, Dermatology, Cosmetic & Laser Surgery Rockville, MD and Fairfax, VA Wm. Philip Werschler, MD Spokane Dermatology Clinic and Aesthetic Image Medical Spa, Spokane, WA