Medesthetics

OCT 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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BUSINESS CONSULT | By Karen Zupko "The doctor is board certifi ed." This is the answer I hear most often when I ask a new practice manager what makes her practice unique or special. While being board certifi ed is an important credential that potential patients are wise to verify and value, there are thousands of board certifi ed plastic surgeons and dermatologists nationwide, so it's not that "unique." In fact, in some urban areas it's common to have 12 or more board certifi ed aesthetic specialists in a three-block radius—and fi ve or more in the same high-rise building. So, let's back up a minute and take a look at the meaning of the word unique. Merriam-Webster's Diction- ary defi nes it as "being the only one" and "being without a like or equal." Why is being unique so important to potential patients? Because medical aesthetic treatments are still luxury pur- chases. In addition to selecting the best doctor, prospective patients want to know that they will be safe, pampered and valued. Therefore, choosing the one "without a like or equal" is preferable to fi nding the one who is average. So what qualities strike a potential patient as unique and valuable? Following are several attributes or offerings that— if they describe your practice—can help you stand out from the competition. If these offerings do not currently describe your practice, incorporating one or more may help you carve out a unique niche in your community. WE OFFER EXTENDED HOURS Professional women who earn a good salary and for whom appearance is important often fi nd it diffi cult to come in for aesthetic treatments during typical weekday work hours. Offering appointment slots outside of the traditional Monday through Friday 9am to 5pm hours to accommodate employed women is a defi nite advantage. So if you offer early morning, evening or Saturday appoint- ments, make sure your prospective and existing patients know this. Tip: Suburban locations typically benefi t from offering weekend hours, while urban locations do well offering early morning and evening options. MEN ARE WELCOME HERE Males still make up a small portion of cosmetic patients— roughly 10%—but their numbers are growing. If you offer non-surgical fat reduction, hair restoration and/or have a loyal male aesthetic patient base, make sure your commu- nity knows that you welcome male clients and have experi- ence addressing their concerns. Practices that offer "Men's Nights" or separate waiting areas for male patients have a unique advantage in that most facilities focus all their energies on women. If you're not al- ready courting this market, there is no time like the present. HABLA ESPAÑOL Whether you are in Miami, Los Angeles or Houston, having staff members and providers who speak both English and Spanish is an advantage. Make sure you share this informa- tion on your website and in your marketing materials. The same holds true for practices in areas with large Brazilian, 16 OCTOBER 2017 | Med Esthetics © GETTY IMAGES Unique Selling Points Help your practice stand out by recognizing what makes it unique in the marketplace.

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