Home' Clinical Aesthetics : CA issue 6 Contents application? How to introduce laser/light
therapy into your practice. How to avoid
• Complications and adverse events
• Contour problems, how to avoid and
• Nodules and granulomas
• Vascular compromise
• Hypersensitivity reactions
• Recognition and management of
• Patient selection
• Consultation process and checklist
• Setting expectations
• Co morbidities, smoking, Body
Dysmorphic Disorder (BDD), dentition,
"Training and education to raise and
uphold standards in this industry has been a
longtime passion of mine," says Dr Flynn.
"With so many doctors now entering
this specialised field of cosmetic medicine
it's even more important that there is
as much access to information and
training as possible to help establish
themselves correctly, and that is my
intention with F.I.T.
"Of course practical training in the art
and science of injectables for optimum
aesthetic outcomes and patient safety
is foremost, but there are many other
seemingly `minor' things to consider when
setting up in this industry.
"For instance, when advertising ser vices,
doctors cannot use brand names of S4
products, such as Botox, Dysport, Xeomin,
Restalyne, Juvederm, Sculptra, Radiesse.
"Instead, as in the case of Botox et al,
you must use generic descriptions like
"It is against the law to promote S4 brand
names and could result in hefty fines or
other injurious consequences for a practice.
"Similarly, when advertising ser vices
such as injectables, before and after photos
of patient results must never be retouched
and need to adhere to a standard that
provides a fair comparison between the
before and the after."
"Cosmetic practitioners and their teams
need to have a sound understanding of the
laws and Therapeutic Goods Administration
(TGA) regulations to abide by when
offering injectables, including how they
are advertised or other wise marketed to
patients," he says
Patients in the aesthetics space have different expectations of professional
etiquette -- and there are very specific rules around marketing to them,
according to Kate McGrath, a longtime marketing consultant to the cosmetic
medical industry, including now to Cutera lasers.
"While patients will wait 30 or more minutes for a GP to, say, see a sick child or
to get a pap smear, they would not wait 30 minutes for a cosmetic injector, dermal
therapist or laser specialist," she says.
"Consumers value their time like everyone else. While a sacrifice might be made
for essential treatment, elective treatment doesn't have the same currency.
"Ensure bookings are made with sufficient time for a full consultation and
treatment, and a buffer to ensure patient entry and exit is easily managed.
"Front desk staff will know what appointments you have so they should also know
the patients who are expected. `Good morning Mrs Smith' is more appropriate
than `Can I have your name?.
"You might also want a separate phone number for cosmetic appointments to
be made, or a filter `Press one for GP, Press 2 for cosmetic medicine'. This way the
greeting can be tailored to the expectation."
Kate says GPs are relatively new to the cosmetic segment and their medical
school training may not be focused on skin or patient comfort.
"Never denigrate the patient's past choices for care and ensure you and your staff
provide a similar patient experience, including a comfortable reception area, high
quality customer ser vice, proactive follow-up etc," she says.
"Your marketing function will also be different -- more proactive than your
"You will be offering medical-based treatments, some of which can be `prescribed'
by you but delegated to a nurse practitioner, like laser and light rejuvenation.
"Select your staff judiciously and train them often [your supplier partners can
sometimes help with this].
"This could include some part-time specialty staff, to ensure your patients are
receiving care that reflects your values.
"And ensure all your staff who see your cosmetic patients are on that page. If
they don't value or believe in the treatments they won't be able to convert inquiries
into appointments, or give the level of customer ser vice you need."
While patients will wait 30 or more
minutes for a GP to, say, see a sick child
or to get a pap smear, they would not
wait 30 minutes for a cosmetic injector,
dermal therapist or laser specialist
CLINICAL AESTHETICS | 21
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