MAR 2014

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 12 MARCH 2014 | Med Esthetics Building an aesthetics practice requires ongoing marketing efforts and a strong brand identity—skills typically not highlighted in years of medical training. To help practices develop and implement innovative marketing strategies while recognizing new profi t centers that will attract cosmetic patients, Cheryl Whitman, consultant and CEO of Beautiful Forever, has authored a new book, Beautifully Profi table: Forever Profi table, based on her decades of experience working with medical aesthetic practices and medspas. The book covers a range of topics geared toward helping practices better manage and market their services, including: • Basic business management • Business planning • Branding strategies • Creating an annual marketing plan • Attracting niche markets • Public and media relations • Social networking • Authoring books and ebook Beautifully Profi table: Forever Profi table is available at © ISTOCKPHOTO.COM Give Your Practice The Happiness Advantage Botox + Fillers = Longer Results In 2010, Harvard professor Shawn Achor released The Happiness Advantage, a book based on his research into what makes people happy and how happiness fuels both professional and personal success. Many of his principles—some as simple as smiling three times a day and writing down three new things you are grateful for each day—have been trans- lated into the hospitality and healthcare environments. Achor, for instance, is a proponent of the 10 and 5 rule. If an employee comes within 10 feet of a pa- tient or co-worker, she smiles. If she comes within fi ve feet, she smiles and says hello. Small gestures like these have been shown to increase patient satisfaction, reduce re-admissions in healthcare centers and reduce employee turnover. Practices that would like to incorporate happiness-building strategies into their employee training may benefi t from The Happiness Advantage Training Program. The program includes a 38-minute DVD by Achor, an implementation module DVD for staff training and the Happiness Advantage workbook. For more infor- mation, visit A split-face study of 20 patients revealed that combination treatment with botulinum toxins and hyaluronic acid-based dermal fi llers for forehead and glabella rhytides pro- duced longer-lasting results than treatment with toxins alone. Meghan Dubina, MD, et al, of the Department of Dermatology, Northwestern University, Chicago, injected botulinum toxin alone on one side of the forehead/glabella and HA fi ller, followed by botulinum toxin on the other side. Blinded ratings were obtained to assess the effec- tiveness of treatment for static and dynamic rhytides at two weeks, six weeks, three months and six months post treatment. Subjects performed a self-evaluation at the end of the study. The results, which were published in the Journal of Cosmetic Dermatology (December 2013), revealed comparable effi cacy in both areas with 100% of subjects experiencing an improvement from baseline at two, six and 12 weeks. At week 24, there was a greater reduction in static and dynamic wrinkles on the side that received combination treatment with toxins and HA fi llers. The patient self-evaluations revealed a "nominal preference for combination treatment," the researchers noted. Practice Management and Marketing Support B e s t P r a c t i c e s M E D 3 1 4 . i n d d 1 2 Best Practices MED314.indd 12 2 / 1 1 / 1 4 3 : 4 7 P M 2/11/14 3:47 PM

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