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Innovation: 8 Ways Laser Hair Removal Is Redefining Its Niche

By: Tracy L. Drumm
Posted: November 2, 2010, from the November 2010 issue of

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When you have the right tools on hand to make your patients happy, the success formula becomes systematic. Laser hair removal can serve as an effective way to increase your word-of-mouth referrals, especially as it typically offers positive outcomes. When a patient buys a package or treatment, practices can see an increase in new patients by offering a “gift for a friend” voucher, which the person purchasing the treatment can simply pass on to a friend. By positioning the promotion as a gift certificate, practices are creating a high-end coupon that will empower the patient to refer on your behalf. In fact, specific tools geared toward getting your happy patients to publicly sing your praises typically are included in the marketing programs offered by many device companies.

Making the leap

In 2009, the American Society of Aesthetic Plastic Surgery reported more than 1.2 million laser hair removal treatments took place in the United States, accounting for more than $400 billion in sales. These growing numbers and the persistent demand from patients have caused physicians across the country to take a second look at the business of laser hair removal. To avoid finding yourself in a hairy financial situation, be sure to thoroughly evaluate the company and equipment before you make the leap into this robust market.

Disclosure: Tracy Drumm is vice president of IF Marketing, which consults with many practices and aesthetic companies, including Lumenis.