Abstract: History often is life’s greatest teacher, and this is proven when looking at the businesses that survived the Great Depression. By providing affordability along with repeatable, instantly enjoyable pleasures, Depression-era merchants found the keys to success ... and aesthetic physicians can capitalize by adapting their practices through history’s lessons in order to weather this economic storm.
OK, let’s get this out of the way—yes, the economy is in the toilet. As physicians, sometimes our attitudes get in the way of our ability to recognize the world around us. Just as we can’t let our pride get in the way of good medicine, we must keep our ego from ravaging good business.
Many businesses—including aesthetic practices—will not weather the crisis. Unfortunately, this bad economy is globally affecting all countries and classes. From Wall Street to Main Street, London to Dubai, Singapore to Hong Kong, everyone is feeling it. Those who have heard the tales from elder relatives who lived through the 1930s may be shocked to hear themselves referencing these same stories as they advise their kids and staff members to curb indulgences. Perhaps a look back is not such a bad idea.