OCT 2018

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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Page 14 of 68

12 OCTOBER 2018 | MedEsthetics EDITORIAL ADVISORY BOARD • 603.354.3291 When we launched MedEsthetics more than a decade ago, our goal was to provide business education for practitioners who were making the move from clinical to cosmetic medicine. While aesthetic proce- dures are clearly medical procedures, they are elective. As a result, the medical aesthetic industry does straddle a line between the healthcare industry and beauty industry, and this can pose challenges for providers. For instance, is the customer always right when we're talking about requests for elective aesthetic procedures? This question is particularly important as we look at the increase in teenagers seeking cosmetic surgery and nonsurgical medical aesthetic treatments. According to 2017 statistics from the American Society for Plastic Surgery (ASPS), teenagers accounted for 4 percent of all cos- metic procedures performed last year, yet little research exists on the safety of these treatments in teens. In Newsmakers on page 64, we share new guidelines published in Plastic and Reconstructive Surgery and feedback from practitioners about how they handle requests for cosmetic procedures from those under the age of 18. Years ago, paid advertising and marketing in aesthetic medicine were looked down upon, now they have become de rigueur. But with each new medium, the question of what is appropriate and ethical when advertising medical cosmetic procedures arises anew. Most recently, we have seen this debate in the area of social media. On page 30, practice owners share their social media marketing strategies, including how these efforts vary based on one's specifi c areas of expertise, comfort level and target patient base. Patient privacy is a key concern for the healthcare fi eld, but practices that take part in digital marketing must also consider consumer privacy. Practices often work with third-party vendors and spend a lot of time and money tracking their digital marketing efforts to ensure the best ROI. But a new law, the California Consumer Privacy Act, may change the way businesses with an online presence gather and use collected data. To learn more about how the growing focus on consumer privacy may affect your online efforts, turn to Legal Issues on page 26. Providing the best care to patients and keeping an eye on the bottom line can, at times, feel like opposing efforts. Taking the time to speak with and learn from colleagues and consultants, attend- ing industry conferences, and reading industry trade magazines, such as MedEsthetics, are ways to gather ideas that can help you become more successful in both pursuits. The next step is to view that information through the lens of which strategies are right for you as an individual and medical professional, and what is right for your patients. Inga Hansen Executive Editor/Associate Publisher Mary Lee Amerian, MD Medical Director, Santa Monica Laser and Skin Care Center, Santa Monica, CA Bruce Katz, MD Director, Juva Skin & Laser Center, Clinical Professor of Dermatology, Mount Sinai School of Medicine, New York City Joel L. Cohen, MD Director, AboutSkin Dermatology and DermSurgery, CO Associate Clinical Professor of Dermatology, University of California - Irvine Michael H. Gold, MD Founder, Gold Skin Center, Assistant Clinical Professor, Vanderbilt University Medical Center Nashville, TN Mitchel P. Goldman, MD Medical Director, West Dermatology, Volunteer Clinical Professor of Dermatology, University of California - San Diego Jeannette Graf, MD Assistant Clinical Professor of Dermatology, Mount Sinai Medical Center, New York, NY Lorrie Klein, MD Founder, OC Dermatology & Euro Day Spa, Assistant Clinical Professor of Dermatology, University of California - Irvine Vic Narurkar, MD Founder, Bay Area Laser Institute, Associate Clinical Professor of Dermatology, UC Davis Medical School, Chief of Dermatology, California Pacifi c Medical Center, San Francisco Hema Sundaram, MD Director, Sundaram Dermatology, Cosmetic & Laser Surgery Center Rockville, MD Alex R. Thiersch, JD Founder and Director, American Med Spa Association (AmSpa), Partner, ByrdAdatto Law Firm Chicago Wm. Philip Werschler, MD Director, Spokane Dermatology Clinic and Werschler Aesthetics, Spokane, WA FINDING YOUR COMFORT ZONE EDITOR'S NOTE

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