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Embrace Esthetic Physicians for Greater Financial Rewards, Part I
By: Rocio Yaffar
Posted: September 24, 2010
page 3 of 5
The benefit Diaz-Yoserev finds in partnering up with esthetic professionals is three-pronged: It increases the patient base, raises revenue and attracts clients who would not otherwise come into his practice. He finds that one way of bringing it all together is to conduct external, complimentary events at related local esthetic practices, such as spas and massage therapy offices. He gives educational talks—not self-serving advertorials—at these venues, and offers the owners and practitioners an opportunity to refer people to him. For example, he might give a lecture at a local spa and have the spa’s clients inquire about his services. Referrals from physicians and great client experiences benefit the spa, and clients receive benefits from both the physician and spa, as well. In the end, clients receive added benefits from both.
Keeping in touch with new and existing clientele through internal marketing, such as engaging newsletters and information about novel treatments and specials, also benefits the client, the physician and the esthetic therapists, believes Diaz-Yoserev. He says that the key to staying fresh in the field is to continually find new procedures to offer patients in an honest fashion by giving them information about complementary skin care and medical treatment steps and results. For example, in his literature, he might highlight the benefits of having a facial before an injectable filler treatment, and even offer it as an add-on service with the purchase of the filler procedure. On the other hand, he is not a big fan of internal, on-site spa-related events at his medical practice. He finds that the financial gain of holding such events does not usually offset the expense.
Diaz-Yoserev believes that spa services in a medical setting can provide added value to both women and men, so much so that he hired an esthetic professional at his medical practice. He thinks the benefit of pampering while increasing the results of medical procedures can certainly be achieved with an on-staff esthetic professional.
An esthetic perspective
Patricia Serentill, esthetician and patient care coordinator at Diaz-Yoserev’s office, has had much success as an esthetic professional at a medical esthetic practice. She says that new medical esthetic patients usually need to address anxiety and tension. As the patient care technician, she performs the initial consultation. The physician offers the medical side of the consultation, and explains the recommended treatment and expected results.
Serentill says that treatments such as the European Facial, conducted before dermal fillers, cleanses and tones the skin’s pH balance, which provides the optimal environment for noninvasive medical procedures. “Facial massage should be performed to stimulate the circulation of the facial muscles to prep the skin,” she says. The latter is an example of how a mutually symbiotic relationship between esthetics and medicine aids in profits. People come back for both the medical and skin care treatment, because the two are considered one. And that is the way to market the treatment on the menu. The joint treatments justify the cost, the esthetic professional benefits monetarily, the physician gets return visits and greater profits, and the patient is happy.