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.
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BEST PR ACTICES 12 APRIL 2014 | Med Esthetics Manufacturer Support Energy-based devices play a prominent role in aesthetic medicine. But they are costly, and successful integration of new technologies often requires a signifi cant amount of patient education as well as internal and external marketing efforts. Fortunately, practices need not go it alone. Many device manufacturers offer comprehensive marketing support in the form of signage, brochures, co-op advertising dollars and print advertising templates. Alma Lasers (almalasers.com) has gone one step further and is now offering two new lifestyle events for practices that pur- chase its V-Shape radiofrequency-based platform and SopranoICE hair removal laser as part of its "Practice Success Kits." When a physician purchases a device, his name is forwarded to Alma's marketing department. They work with the practice to host a JuVaShape lifestyle event for the V-Shape or an ICE Breaker for the SopranoICE. "We go to the practice and host a lifestyle event on its behalf," says Kevin Mendell, product marketing manager, Alma Lasers. "These are educational events. We explain how the technologies work and also do live, hands-on demonstrations of the technology." The Alma team works with local media to promote the event and gathers video testimonials from the physician and patients, which are uploaded to YouTube, social media pages and blogs, and used to generate further coverage. "We work with the practice in determining the target market focus within its area, developing its marketing efforts and really working with them to build their brands and become local experts in their communities on the new technologies they have purchased and the treatments they will be providing to patients," says Mendell. To learn more, visit almalasers.com. Partnering with complementary local businesses, including spas, health centers, and high end hair salons and clothing boutiques, is an effective way to introduce your services to prospective patients. In Atlanta, plastic surgeon Mark Deutsch, MD, came up with an innovative way to reach out to a new clientele. In February, he participated in the Eclipse One- On-One and Stellar Bodies clientele appreciation day held at the Eclipse exercise studio, also in Atlanta. Dr. Deutsch offered participants complimentary consultations and discounts on Botox Cosmetic and Juvederm injections. He was joined by a rep for Allergan, who performed product demonstrations and helped answer questions about the procedures. Attendees also received complimentary blowouts and makeup demonstrations by Atlanta beauty bar GlowDry. Should isotretinoin be stopped prior to surgery to prevent complications with wound healing? This is the question researchers C.I. Wootton, et al, set out to answer in their critical appraisal of pre-operative isotretionoin use that was published in the February 2014 issue of the British Journal of Dermatology. In total, 16 case reports and cohort studies were reviewed. The procedures undergone by patients using isotretioin included rhinoplasty, wisdom tooth extraction, chemical peels, laser resurfacing or hair removal, and otolaryngological sur- gery. The case reports and studies often pre- sented confl icting data—in one study, patients who began istotretinoin following rhinoplasty experienced complications, even though they were not on the medication prior to surgery; while others showed no signifi cant increase in post-surgery complications. The researchers noted that the small number of patients undergoing surgery while on isotretinoin led to under-powered studies. In the few larger studies, the risk of poor wound healing in this patient group was "relatively small or absent," they write. In addition, the majority of surgeries reviewed involved the face or mouth, making it diffi cult to provide a recommendation for surgical wounds on other parts of the body. Based on the evidence uncovered, Wootton and colleagues chose to stop isotretinoin usage prior to surgery in cases where the medication is not essential to the patient's health, but were unable to provide a clear recommendation in regard to post- surgical risks. Isotretinoin and Wound Healing Complementary Marketing © THINKSTOCK; BOTTOM LEFT: IMAGE COURTESY OF ALMA LASERS B e s t P r a c t i c e s M E D 4 1 4 . i n d d 1 2 Best Practices MED414.indd 12 3 / 1 3 / 1 4 9 : 1 6 A M 3/13/14 9:16 AM