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Skin Rejuvenation Devices in the Medical Spa
By: Steven H. Dayan, MD, FACS; Tracy L. Drumm; and Terri A. Wojak
Posted: February 28, 2012, from the March 2012 issue of Skin Inc. magazine.
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When launching devices in your skin care facility, education is crucial in its ability to lead to appointments. Following are steps to take in order to foster that education among your clients.
Clean house and display your facts. It’s time to ditch the dirt … the celebrity dirt, that is. Throw away those gossip magazines and instead, replace them with educational materials. Brochures, photo albums, even white papers will all better serve your clients than news of Hollywood scandals. It’s a good idea to keep an issue of the latest Glamour on hand for loyal patients who see you monthly, but as a general rule, keep your reception area focused on facts about you, your services and new treatments. Turning the time a client spends at your spa or medical facility into an educational opportunity will help ensure they are aware of all you offer.
400 rule. Often running a medical spa can resemble a scene from the movie Groundhog Day, where the same actions are repeated every week. The key to turning each client’s visit into a learning opportunity is to apply the 400 rule. As a provider, it may be the 400th time you have said something, but it is likely the first time the client is hearing it. Repeat what is routine as if it is the first time you are saying it, even though it may be the 400th. Remembering this simple rule is an easy way to ensure that every client learns about new treatments or devices available at your facility.
Pass the credentialing baton. Imagine that your receptionist has a baton. Her job is to pass this baton to the next staff member through a credentialing statement. The idea behind this concept is that each team member leaves the client with a fact about the next team member she will be seeing during her time at the skin care facility. These little facts that are “handed off” from the receptionist, to the esthetician, to the officer manager are an easy way to reinforce the training, expertise and credentials of your entire facility. For example, when the person in charge of checking in clients escorts them back to the treatment room, she can share facts about the provider they are about to see. Statements about training, the number of treatments an esthetician has performed or simply commenting on the provider’s attention to detail will surely leave the a client with a positive and lasting impression.
Steven H. Dayan, MD, FACS, is an expert in the field of facial plastic surgery and is a member of the American Academy of Facial Plastic and Reconstructive Surgery. His passion for education led him to open True University Esthetics in Chicago, a training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2012–2013 member of the Skin Inc. magazine editorial advisory board.
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