Medesthetics

JUL-AUG 2019

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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BEST PR ACTICES © GETTY IMAGES 12 JULY/AUGUST 2019 | Med Esthetics A prospective, randomized, double-blind, controlled pilot trial of 24 abdominoplasty patients revealed that preoperative appli- cation of extracorporeal shockwave ther- apy (ESWT) reduces post-surgical scar thickness and improves the appearance of scars. The study, led by Elisabeth Russe, MD, was published in Lasers in Surgery and Medicine (online April 29, 2019). The right and left half of the operative area were randomly allocated to receive either ESWT or placebo treatment. Both were applied one day before ab- dominoplasty surgery, and patients were followed for four months. The follow-up ratings revealed signifi cant improvement in thickness and overall impression of the scar on the ESWT-treated side (using the Vancouver scar scale). Previous studies investigating the use of EWST immediately after surgery have shown a benefi cial effect on wound heal- ing. "ESWT has been demonstrated as a feasible noninvasive method to improve wound healing," said Dr. Russe. "This effect was demonstrated to result from increased perfusion and angiogenesis due to systemic growth factors expression. We therefore hypothesized that preop- erative ESWT reduces scar formation after surgery." Pre-Op Shock Wave Therapy Improves Wound Healing Practice marketing is an expensive undertaking, so you want to be sure the campaigns you are creating will achieve the desired results. At The Aesthetic Meeting in May, Dana Fox of Page 1 Solutions, shared key rules that will help you create a successful marketing campaign: • Don't spend a dime on marketing until you know what you want to be known for and why it matters to your target patient base. • Decide what you want accomplish with your campaign (e.g., growing your brand or bringing in more patients for a specifi c procedure) and keep that goal top of mind throughout your planning. • Whatever your marketing messaging is, mean it and deliver on your promise. TIPS TO ENSURE MARKETING SUCCESS A randomized study published in the Journal of Cosmetic Dermatology (online April 25, 2019) found that chemical peels are signifi cantly more effective at reducing periorbital hyperpigmenation than injection of platelet-rich plasma (PRP). Researchers Noha Kamel, MD, et al, treated 42 patients who were randomly assigned to one of two groups. Group A received four sessions of chemical peeling using trichloroacetic acid and lactic acid, while group B underwent four sessions of PRP injec- tions at two week intervals. Digital photographs were used to assess outcomes based on a four-degree scale (poor to excellent). In group A (chemical peeling), 38 percent of patients had excellent results and 47.6 percent had good results. In group B, 4.8 percent had good results and zero patients had excellent improvement. There was no signifi cant difference in the rate of adverse events. Group A patients experienced itching (14.3 percent) and redness (14.3 percent). Group B patients experienced pain (23.8 percent) and edema (14.3 percent). Chemical Peels More Effective than PRP for Periorbital Pigmentation

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