Home' Clinical Aesthetics : CA issue 4 Contents SKIN HEALTH
BE THE GO-TO GUYS
In my aesthetics practices I used to focus
on the requested treatment – for example,
botulinum toxin or dermal fillers - rather
than looking at the skin texture and quality
or skin health.
This may well have been that there
were so many choices it was overwhelming
or because truly effective and proven
ingredients or products proved hard to find.
However, the more I work in this
specialty the more I realise that treating the
quality of the skin is crucial to a successful
outcome, whatever the patient’s request.
This is because:
Good skin condition will support other
treatments for optimal results
Optimal skin condition will show in your
patients’ skin and self esteem – they will
return for more of the same, and be asked
by their friends why they look so well.
Preparing optimal skin condition starts
with our first contact with their skin.
I use products from the skincare ranges I
recommend to my patients when preparing
their skin for treatment and, where
It is a powerful message: “I am cleaning
your skin first with a cleanser from this brand
– isn’t it lovely?” Or “This SPF I am applying to
protect your skin is suitable for post-treatment
use, so light you can wear it all day, ever y day
and has ingredients that will help keep your
skin healthy and youthful”.
After all, when treating patients we
prescribe appropriately, but if the patient
then goes and purchases cleansers, toners,
moisturisers, SPFs etc unadvisedly, they
may not get the best outcome from the
treatment we are prescribing.
If instead we suggest products they
can buy that will complement or even
improve outcomes of the treat ment and/
or maintain optimal skin health once
the treatment has been successful, I
would argue that we are then offering an
improved ser v ice.
There are many cosmeceutical skincare
ranges available as well as the education to
unravel the marketing to reveal the science
behind the brands.
This gives us as aesthetics professionals
a massive opportunity to be consumers’
go-to professionals for reliable skincare
information – and product purcha se.
There are many ways to increase your
patients’ awareness that they cannot only
buy skincare in your clinic but that you
have the knowledge to advise them of the
right skincare choices for their needs.
If you deliver what your patient expects
they will return as a regular patient.
If you deliver less than your patient
expects they will go elsewhere.
If you deliver more than your patient
expects they will return and tell their
family and friends about the excellence of
your services and increase clinic footfall.
It is key that patients see us as “the place
to buy skincare”. We know that patients are
buying skincare somewhere, but they are
not buying from us (for the most part).
There is a vast amount we can learn
from ret ail env ironments about presenting
skincare to our patients in a compelling
way, and there are many tools available for
this and businesses set up to guide us on
how to present our clinic menus.
TAP INTO PATIENTS’
Dr Adam Sheridan, dermatologist and
Mohs surgeon who leads the team at
Specialist Dermatology Surgery and
Laser clinics in Melbourne and Adelaide,
says that skin care advice is a core daily
activity of the business.
“It is often our medical patients who are
most interested in this,” he says, “as they
quickly learn to value the importance of a
well-put-together regime in speeding their
recover y from medical conditions, skin
cancer surgery and other procedures. Not
to mention preventing future issues.
“Our cosmetic and laser patients are
certainly highly engaged in this topic –
although, funnily enough, in this scenario
we often find ourselves striving to simplify
their already complicated regimes, rather
than adding layers of active therapy.
“ We find that discussing skin care in a
detailed and personalised fashion not only
encourages patients to better understand
their skin; it also helps us to understand
what has led to the patient’s current
presentation and baseline skin state.
“Just as I am told that a good personal
trainer will always ask what exercises you
have been doing up to now (or in my case
not doing!) prior to designing your next
workout, so too should a dermatologist and
allied therapists endeavour to understand
the prev ious skin routine that has
contributed to the nature of the skin that
presents at your consultation.”
The LaseMD system
Hydroskin offers a
non-fuss, 3-step anti-
The DNA Renewal range
CLINICAL AESTHETICS | 35
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