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Essentials for a Thriving Practice

By: Richard Linder
Posted: November 2, 2010, from the November 2010 issue of
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Abstract: It’s no secret that aesthetic medicine is becoming big business for medical professionals. But to keep an aesthetic practice at the pinnacle of success, it’s imperative to have an excellent support staff, quality partnerships, products and procedures that provide patients with visible results, worthwhile networking opportunities, and the continuing desire to keep your business striving for greatness at all times.

The numbers already tell much of the story about the booming medical aesthetic industry, often reported in the pages of this magazine and on its website. Nonsurgical cosmetic procedures generate billions of dollars in revenue each year, and more and more patients are demanding these types of procedures annually. In fact, they are forecasted to account for as much as 97% of all cosmetic procedures performed in 2015.1

Of course, an added benefit to you and your practice is that these are non-reimbursable, private pay procedures, which not only lead to increased profitability but also improved cash flow because you are not waiting for insurance companies or Medicare/Medicaid to pay. But even with the growing state of the industry, you still need to put your practice in the best position for success.

Well-trained, knowledgeable team

It is vital your team have a strong skill set and broad knowledge base related to the procedures you perform and products you sell. This type of continuing education is one of the most effective investments you can make, as it increases staff members’ confidence when working with patients and addressing concerns or questions they may have. Your staff members as individuals—and your practice as a whole—will be seen as more credible and trustworthy by your patients with this knowledge. This will lead to repeat patient visits, as well as an increase in the number of referrals you receive.

Be sure to include your non-clinical staff members in education, particularly with respect to product knowledge. Also, have them seek learning opportunities directly related to their respective functions. This will enhance your patients’ experience, which again will lead to more repeat visit and increased referrals.

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