Physicians
Managed care and poor third party reimbursement have caused many physicians to experience declines in revenue. The addition of aesthetic treatments to their existing practices (laser hair removal, IPL PhotoRejuvenation, varicose/spider vein removal, skin tightening and microdermabrasion) can increase revenue significantly, infusing cash into the practice. The popularity of aesthetic services has risen exponentially in this country since 1997 - by 222% to 11.5 million surgical and nonsurgical procedures in 2005, Americans spending just under $12.4 billion. This is broken down into $8.2 billion for surgical and $4.2 billion for nonsurgical cosmetic procedures (this information from The American Society for Aesthetic Plastic Surgery news release Feb. 24, 2006). In many states aesthetic laser or light based treatments and procedures may be performed by nurses, aestheticians, medical assistants or other qualified staff [In such jurisdictions a physician may be required to be onsite or else available within a certain area, again depending on regulations]. Recent experience shows that the inclures in a medical practice can dramatically increase physician revenue. Moreover, with proper staffing the provision of these services may afford more time and opportunity for the practitioner to devote to his or her chosen specialty.
Increasingly, physicians are exploring aesthetic laser technology and expanding their practices to include aesthetic laser treatments. Some are investing in or establishing freestanding medi spas dedicated including but not limited to laser hair removal, photo dynamic therapy, skin tightening, microdermabrasion, radio frequency devices, peels, and facials] had generally been considered the exclusive realm of dermatologists and plastic surgeons.
After first helping to develop an aesthetic laser center for an established chain in San Diego, Deborah funded, created, and co-owned her own aesthetic laser business in La Jolla, California. As owner she shouldered the responsibilities of employee performance, salaries and cash flow. As manager she was responsible for marketing and advertising the business. She created her own sales philosophy, converting 90% of consultations to active treatment appointments. Her unique business model generated substantial income within 3 months of opening. This experience gives her an insight of indefinable value.
Recently there has been a dramatic increase in the provision of these treatments by family practice physicians, internists, obstetricians, gynecologists, and radiologists.
There are substantial differences however between traditional medical practices and aesthetic practices. With a successful aesthetics practice, often for the first time the physician must make decisions relating to marketing, advertising and sales. This is a step beyond the usual patient care and office management to which the physician is accustomed. A physician may feel uncomfortable or unsure about essential marketing, advertising and sales techniques necessary to drive an aesthetic practice. Deborah will help develop your proposed or existing aesthetic practice with you on-site, working to determine your specific needs and direction. From the creation of a suitable ambianc on the art of consultation and closing, she will help you to drive your business forward in today’s competitive market.
