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/535392
6 JULY/AUGUST 2015 | Med Esthetics Francis Acunzo, president of Acara Partners consulting and founder of the REACH Digital Summit (reachdi- gitalsummit.com), reminds medi- cal aesthetic practice owners that Google has changed how it ranks websites. The search giant is now focusing on full optimization for mobile devices (smartphones and tablets). If your site isn't fully optimized and responsive, you will see a hit to your search rankings. Many practices have a mobile website in addition to a traditional website, but in order to optimize rankings, you now need a responsive website, which adapts to all screen sizes and devices. If you have a mobile website, the letter "m" or the word "mobile" will appear before your domain name on mobile devices. This essentially splits your site into two entities: the mobile website and the desktop website. This forces Google to dilute your optimization efforts into two URLs rather than one. "You will never reach your maximum website reach, while competitors with responsive websites will gain higher rankings with Google," says Acunzo. BEST PR ACTICES © GETTY IMAGES Google Rankings Favor Responsive Sites Isotretinoin Patients Benefi t From Contraceptive Education Physicians may be able to further reduce the incidence of isotretinoin-exposed pregnancies by educating women on the use and success rates of various forms of contraception, say researchers Carly A. Werner, MD, et al, of the University of Pittsburgh School of Medicine. Using anonymous surveys, they asked 100 female dermatology patients aged 18 to 45 years to categorize each contraceptive as "most effective, >99% effective," "medium effective, 92%-97% effective," "least effective, <89% effective" or "never heard of" it. Prior to viewing a contraceptive information sheet, more than half of the women surveyed overestimated the typical effectiveness of condoms, contracep- tive injections and oral contraceptives; 34% had never heard of contraceptive implants and 16% had never heard of an intrauterine contraceptive device (IUD). After reviewing the sheet for an average of only one minute, participants' ability to correctly identify the typical effectiveness of contraceptives increased signifi cantly: subdermal implant (45% to 78%); IUD (61% to 83%); injection (28% to 44%); ring (60% to 69%); patch (50% to 71%); pills (41% to 65%); condoms (25% to 45%); and withdrawal (74% to 90%). The study was published in JAMA Dermatology (April 2015). Treating Dermal Filler-Related Ischemia One of the most serious complications of dermal fi llers is ischemia resulting from arterial embolism. At the Aesthetic Meeting in Montreal in May, Claudio DeLorenzi, MD, of Kitchener, Ontario, Canada, presented his strategies for using hyaluronidase (HYAL) to restore blood fl ow in HA fi ller patients who experience ischemia following injection. He injects 300 to 600 units of HYAL as soon as possible, repeating the injections every hour until normal capillary refl ow is achieved. Because HYAL penetrates arte- rial walls, the material does not have to be injected directly into the vein. Dr. DeLorenzi emphasized that any adverse event in the glabella should be considered a vascular event until proven otherwise.