Medesthetics

JUL-AUG 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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BEST PR ACTICES 14 JULY/AUGUST 2018 | Med Esthetics © GETTY IMAGES Liposuction Risk Assessment Tool A new mobile app may help improve liposuction outcomes by calculating individual patient characteristics and risk factors to reveal the maximum amount of fat that should be aspirated. Olivier A. Deigni, MD, and Henry A. Mentz, MD, presented the The Lipo Calcula- tor as a poster at the 2018 American Society for Aesthetic Plastic Surgery conference in New York City. The Liposuction Calculator uses a formula to determine the maximum aspirated fat (F max) based on patient weight (W), patient height (H) and adjusted risk (R adj) using the equation: F max = (W/20)(H)(R adj) The input variables for adjusted risk include: surgeon experience, patient age, medical history, number of areas to be treated, estimated OR time, oth- er combined procedures and variables known to be associated with elevated deep thrombosis risk. For more infor- mation, visit lipocalculator.com. When it comes to retaining and attracting patients, there is no shortage of options on which to spend your marketing dollars. Practices can invest in print media, social media, directory sites, automated email and text messaging systems, open houses–the list goes on and on. So where do you start? To help you make the most of your marketing budget, con- sultants Jon Hoffenberg and Ed Syring of Yellow Telescope, SEOversite and iScreamSocialMedia shared their "Marketing Totem Pole" at The Aesthetic Meeting 2018 in New York City. They advise practice owners to prioritize their spending as follows: 1. Invest in a superb patient coordinator who will help you convert all prospects and keep current clients coming back. 2. Build a website that is custom-coded, responsive and includes professional photos of the physicians, staff and facility. 3. Grow your SEO by tracking Google Analytics, updating content and building links. 4. Pay to play and purchase pay per click advertising through Google Ad Words. 5. Improve your online ratings and reviews by claiming your directory listings and encouraging patients to share their experiences on multiple review sites. 6. Get involved in social media by setting up pages on Facebnook, Twitter and Instragram and posting educational and fun content. PRIORITIZE YOUR MARKETING BUDGET Aesthetic physicians rightly focus on delivering optimal outcomes, but consistently good cosmetic results may not be enough to maintain positive online reviews. A special topic paper in the May 2018 issue of Plastic and Reconstructive Surgery revealed that people who did not undergo a procedure wrote nearly 40 percent of negative online reviews. John Y.S. Kim, MD, of Northwestern University Feinberg School of Medicine, and colleagues, analyzed patient ratings of plastic surgeons on three popular review websites: Google, Yelp and RealSelf. The study included more than 1,000 reviews related to breast augmentation surgery in six metropolitan areas: New York, Los Angeles, Chicago, Houston, Philadelphia and Miami. They found that 87.5 percent of reviews were positive (4 or 5 stars), while 12.5 percent were negative (1 or 2 stars). Nearly 70 percent of positive reviews cited good cosmetic outcomes. In con- trast, 50 percent of negative reviews mentioned disappointment in outcomes, while close to 40 percent were written by patients who did not actually undergo surgery at the hands of the surgeon they were reviewing. Themes of these reviews included "rudeness" or "curtness" of the surgeon and brief consultation times. Based on their analysis, the authors highlight some critical aspects of patient satisfaction: good cosmetic results, highly skilled surgeon, and whether the patient felt listened to and had all their questions answered. REVIEWS REVEAL EXPERIENCE WITH SURGEONS AS IMPORTANT AS OUTCOMES

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