APR 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 14 APRIL 2014 | Med Esthetics Practice Management Education Practice owners and manag- ers can take advantage of hundreds of practice management webinars and training sessions through a monthly subscription service from The Practice Manage- ment Institute. The Institute's TOTAL ACCESS program al- lows users to take part in weekly webinars where they can ask ques- tions and get direct answers from practice management specialists. The monthly fee also gives users access to the company's archives of pre-recorded training sessions on topics, including: • Coding and billing • EHR • Contract negotiation • HIPA A compliance • Human Resources • Employee management • And more For more information, visit Combined Laser Treatment For BCC Combination treatment with pulsed dye and Nd:YAG lasers is effective for some basal cell carcinoma (BCC) and may offer better cosmetic outcomes for patients, according to a new study published in Lasers in Surgery and Medicine (January 2014). For "Combined 585nm Pulsed-Dye and 1,064nm Nd:YAG Lasers for the Treat- ment of Basal Cell Carcinoma," Harvard researchers, H. Ray Jalian, MD, et al, studied the outcomes of 10 patients with 13 biopsy-proven BCCs who underwent four combined PDL and Nd:YAG treatments at two to four week intervals. None of the BCCs met the criteria for Mohs micrographic surgery. The tumor and 4mm of peripheral skin were treated using standardized parameters delivered with a 7mm spot with 10% overlap. The treated area was excised and evaluated histologically for residual tumor. The primary study endpoint was histologic clearance of tumor. The second- ary study endpoint was a blinded investigator assess- ment of clinical endpoint and adverse effects. "The fi ndings in this research study underscore the potential utility of using vascular lasers to target skin cancer," said Dr. Jalian. "All cancers, whether they are in the skin or elsewhere, rely on a rich blood supply to support rapid growth of the tumor. Oftentimes these blood vessels are abnormal and different from the surrounding blood ves- sels in the tissue. If we are able to selectively target them, then we may be able to inhibit growth of tumors. In this study, we combined two different wavelengths of light that target blood. We found that many skin cancers less than 1.5cm cleared with a series of four treatments. This study also uncovered some potential reasons for treatment failure includ- ing tumors that were of a certain subclass (superfi cial basal cell carcinoma) and the use of blood thinners, which may inhibit clot forma- tion after laser treatment." Targeted Online Marketing The Internet is one of the top marketing avenues for aesthetic practices, but how can private facilities harness its power to connect with their most likely prospects? Reach Local, an online marketing company, is offering a comprehensive online market- ing program that includes website design and creation, online advertising campaigns, social media marketing, lead tracking metrics and mobile apps. The websites are designed to inform consumers of each practice's unique services and induce visitors to call, email or chat with—through the company's TotalLive Chat software— practice personnel. Additional services include search engine and display advertising, social media campaigns, and lead man- agement software that allows practices to follow up with new leads and further target their online marketing efforts. For more information, contact © THINKSTOCK B e s t P r a c t i c e s M E D 4 1 4 . i n d d 1 4 Best Practices MED414.indd 14 3 / 1 3 / 1 4 9 : 1 6 A M 3/13/14 9:16 AM

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