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/156138
BROTHERS IN BUSINESS Since 2005, Beautologie has expanded to three locations and more than 50 employees. staff," says Milan. "At all our centers we offer the latest in laser medicine from the newest light-based, laser and radiofrequency devices to cutting-edge treatments like PRP injections and minimally invasive facelifts." "We are also launching a weight-loss clinic with a nutritionist, trainer and medical therapy as needed," adds Darshan. "This will nicely complement our lipo and tummy-tuck procedures." shelters and their own pro bono tattoo removal clinic. "We really get out there," says Milan. "We give back as much as we can and we are happy to do it." In 2009, the brothers launched a volunteer clinic called Beautologie Helps, which offers free reconstructive procedures for deserving low-income Bakersfield residents. "We select people who have some sort of disfigurement, whether from a car accident, previous surgery or genetics," says Milan. Such good deeds have not gone unnoticed and offer bottom-line business benefits. "By getting to know people personally, we develop trust in the community," says Darshan. "It's a very indirect form of marketing, but people do think of us first." In 2009, the brothers launched a volunteer clinic called Beautologie Helps, which offers free reconstructive procedures. Getting the Word Out A Long-Term Approach Savvy marketing has been key to Beautologie's success. "We use all outlets," says Milan. "TV, radio, print, billboards, Google, direct mail. We have an in-house marketing manager." But brother Darshan notes that as Beautologie has become better known in the communities in which it's located, paid advertising has become less important. "In the last two or three years, more patients come to us from word of mouth, so we have to advertise less and less," he says. Beautologie also boasts a robust, attention-getting website complete with videos, articles, a before-and-after photo gallery, clips from local TV shows and newscasts featuring the doctors, patient testimonials, information on fees and financing, a doctor's blog, and a "Morphing Tool" that lets patients see how they might look after a procedure. The brothers also have become known through their heavy involvement in charitable organizations, such as the March of Dimes, Operation Smile, the American Cancer Society's Relay for Life, Little League, local homeless At the core of Beautologie's success, says Milan, is the practice's combined surgical/nonsurgical approach and topnotch customer service. "All too often, doctors offer only what they have in their arsenal—even if there might be a better option out there," he says. "But we have a full arena of treatments available, from microdermabrasion to full facelift." During an initial in-depth consultation, patients are presented with all options, including benefits, contraindications and price points. Some patients, who may initially ask for a surgical facelift, instead realize they are better suited for a much simpler nonsurgical "liquid facelift," encompassing volume fillers, wrinkle relaxers and skin tightening. "Patients see wonderful results that will last a couple years, with a price point that's usually less than $3,500," Milan says. Conversely, some skincare patients seek more dramatic results and end up choosing plastic surgery. "A patient wanting Botox today may want a facelift in the future," says Milan. "Facelift patients usually want to get medestheticsmagazine.com | SEPTEMBER/OCTOBER 2013 63