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Client Retention Based on Real Results

Zein Obagi, MD December 2011 issue of Skin Inc. magazine

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In today’s competitive environment, the most effective way to ensure client retention is to take good care of them, and offer treatments and products that deliver visible results. Happy and satisfied clients will recommend your business to their circles of friends, and will stay with you for the long term because the outcomes and level of service offered are unparalleled. There is no better advertising or marketing program for your skin care facility than having clients who look and feel good, and have radiant, glowing skin. This is a critical factor for success for every skin care professional.

What is healthy skin?

For decades, researchers and physicians have been so preoccupied with disease that they never defined addressing healthy skin. The symptoms were treated without really looking at the causes. If skin is approached from the perspective of creating and maintaining healthy skin, even when there is no disease present, clients will come back.

It starts with selecting the right therapy for your clients based on a comprehensive standard for skin classification, and the consideration of melanin, thickness and sensitivity, based on a definition of healthy skin. Skin begins to weaken and change, affected by the sun, diet, hormonal changes, stress and other environmental issues. Hence the cells under the surface become lazy or dysfunctional. The secret to creating healthy skin is to regulate these cells below the surface. The first step in the restorative process involves removing surface damage, and then stimulating the skin to renew its natural health. The next step is to use a treatment that goes beneath the surface to stimulate and activate the skin’s ability to reproduce itself at the cellular level.

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