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Cash-based Laser Aesthetic Services

By: Louis Silberman
Posted: June 24, 2010, from the July 2010 issue of
Laser hair removal treatment

Laser hair removal consistently ranks among the popular procedures for medical aesthetic practices. Image courtesy of the National Laser Institute.

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Abstract: The growing field of laser aesthetic treatments is a perfect fit for many medical aesthetic practices, as these services can offer highly sought-after skin and body care treatments at price points beneficial to both the patients and the practice.

No matter what form of medicine you are involved in, chances are that health insurance affects your practice. And with the nation in a stir about health care reform, it is inevitable this influence will continue to grow. Seeing this trend, many medical professionals have started their own search for creative alternatives to one of their biggest problems—the cost of working with health insurance providers.

To combat it, a growing number of medical professionals are beginning to incorporate cash-based cosmetic laser aesthetic services into their practice. With few to no insurance issues and the ability to get assisting staff members certified to perform the procedures, many medical professionals can attest to the fact that they have been able to improve their bottom line and spend more time developing relationships with their patients through laser aesthetic services.

Marketing medical aesthetics

Developing a marketing strategy is a critical part of making laser aesthetic services a success in your practice. Unfortunately, this is often a difficult process for many physicians who are not used to actively reaching out to patients. Many have always waited for the patient to come to them, and, as a result, many simply leave a “We now offer …” brochure in the lobby and call it a day. This is a likely way to fail.

One of the most underutilized resources for exposure is the constant stream of patients sitting in the waiting room. Instead of leaving a stack of old magazines to read, engage this captive audience by installing a TV that plays a video loop displaying before-and-after images of each laser aesthetic service you offer. This often encourages patients to experience a procedure they didn’t even know they wanted.