JUL-AUG 2017

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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AN OASIS IN THE DESERT 56 JULY/AUGUST 2017 | MedEsthetics skin type and behavior—phototype, hyperpigmentation, photoaging and scarring. The Roberts skin type evaluation includes a review of ancestral and clinical history, visual examination, test site reactions, and physical examination of the patient's skin. She began developing the system her fi rst year in prac- tice after a blonde-haired, blue-eyed patient underwent laser treatment. Dr. Roberts used the Fitzpatrick scale to determine treatment settings; yet the patient returned a few weeks later with signifi cant post-infl ammatory hyperpig- mentation. "She did not reveal her Middle Eastern ances- try," says Dr. Roberts. "I learned that it's not enough to look at a person and think you know how their skin is going to behave. I want to know how their skin is going to respond." Private Practice Challenges As a solo practitioner, the biggest practice management challenge for Dr. Roberts is spending adequate time with patients to provide optimal care while also maintaining an effi cient offi ce that runs on time. "I see all the patients my- self, and I believe in spending quality time with them," she says. "At the same time, you need to see enough patients to generate enough revenue to survive and become profi table. It is a balancing act." The key to making it all work, she notes, is fi nding the right staff members. "Once you fi nd them, reward them," she says. "Get them invested in the practice and invested in you. Your offi ce culture is like a little country within a country. It changes as you grow, but we all understand our strengths and weaknesses and we all understand our roles." She and her staff strive to give every patient the "Wendy Roberts Experience," which means every person who enters the practice leaves feeling better than they did when they arrived. It starts by offering a spa-like environment with soft lighting, beautiful furnishings, ambient music and special touches, like ice water served in crystal glasses. The second step is delivering top-notch service to every patient. "My No. 1 way of garnering new patients is word- of-mouth. Second is physician referrals and third—but the fastest growing—is social media," says Dr. Roberts. "You have to assume that every patient who comes into your of- fi ce is going to leave your offi ce and write a review on you. So do your best not to keep your patients waiting. Make sure your staff is helpful and polite, and seek to provide an overall great experience for every patient." When she needs inspiration, Dr. Roberts looks to her fi rst role model. "Everything I am, I owe to my mother. She was a single, working parent with two daughters. She worked every day, and the only time we could really spend time with her was in the morning watching her get dressed for work, doing her hair and putting on her makeup," she says. "That instilled in me at a very early age the work ethic that has carried me through my life and career." She encourages residents to "Learn a lot. Embrace new fellowships when possible and seek to work with—and learn from—the best people. Don't chase money," says Dr. Roberts. "Money will fi nd you when you're good, when you're excellent." Shelley Moench-Kelly, MBA, is a freelance writer based in Newport, Vermont. " I l o v e bea ut y I l o v e t he m i c r o s c o pe . Der m at o l l o wed me t o b h o s e i t er e st s w it h s ur er y "

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