This myth might be the cause. 

"8. MYTH: Let winter-ravaged skin hibernate — cut back on pro treatments.

TRUTH:  Actually, winter is one of the best times to start in-office laser treatments like laser hair removal, as pre-laser skin shouldn't be at all tanned, and post-laser skin won't tolerate sun exposure."

To expand on this particular myth, many of Cutera's aesthetic laser and light treatments such as Titan, Laser Genesis, CoolGlide Laser Hair Removal and CoolGlide Excel Laser Vein Therapy are color-blind; they can be performed on all six skin types and can be performed year-round, irregardless of tanned or tanning skin. 

Let your patients know they don't have to wait for Spring or Summer to start laser or light-based cosmetic treatments.  In fact, they will appreciate that they can get a head-start now!

Fox News reports that an enterprising Arizona cosmetic surgeon, Dr. Semone Rochlin is offering layaway payment plans to patients to enable them to afford the aesthetic treatments they desire.

"I call it a savings account for my patients," said Rochlin, 42. "Offering a payment solution where no credit is needed is a financially sensible alternative in today's market. It's my answer to the economic recession."

To read the complete article, click here.

In the article, the president of the American Society of Plastic Surgeons (ASPS), Richard D'Amico is quoted saying "It appears more consumers are choosing the less invasive cosmetic procedures because of the economic downturn".

While the article reports using layaway plans for cosmetic surgery, it could be expanded for package treatments such as laser hair removal or combination skin rejuvenation packages (chemical peels, Pearl Fractional, IPL such as LimeLight and/or Laser Genesis). 

It's time to get really creative!  Your patients will appreciate it.

 The Key to Mastering Cosmetic Dermatology Patient Selection


Choosing the best cosmetic dermatology candidates and appropriate interventions for each appears deceptively simple at first glance. Ideally, objective assessment of the individuals’ skin and relevant cosmetic units is performed. This objective data are compared to the culturally determined “norms for beauty” and areas of discrepancy are targeted for correction. Once adequate correction is achieved, patient satisfaction and “happiness” should be a certainty

 10 Myths About Cosmetic Dermatology

Myth #10: After taking my “after pictures” for a before-and-after series, I can forget about them.

Truth #10: I need to save pictures for 7 years.

Medical images that are part of the medical record need to be saved just as long as the medical record, which in most states is 7 years. Pictures are an essential part in the billing for MOHS, as images showing the defect are needed for the medical record.

Exceptions. Images taken for educational purposes or at medical conferences that are not parts of the medical record do not fall under the ambit for the strictures involved in retaining the integrity of the medical record. (Note that this issue has not been tested in court.) The taking of pictures for educational as opposed to clinical purposes must be made clear to the patient.

Varicose Veins and Spider Veins

Varicose leg veins and telangiectasia (spider veins) are the visible surface manifestations of an underlying venous insufficiency syndrome. Venous insufficiency syndromes allow venous blood to escape from a normal flow path and flow in a retrograde direction into an already congested leg.

Mild forms of venous insufficiency are merely uncomfortable, annoying, or cosmetically disfiguring, but severe venous disease can produce serious systemic consequences and can lead to loss of life or limb.

Boom Times Continue for Cosmetic Medicine Specialists

Consumer Demand for Aesthetic Procedures Remains Solid Despite Economic Downturn  (Click on "Featured Articles" ; scroll down page and look for title)

Here is a great way to promote your practice in today's tougher market...

There is a new popular patient / physician web site for cosmetic treatments titled "RealSelf.com". This web site allows patients to review products / procedures. The site then rates each procedure based on reviews. The site is gaining recognition with physicians and consumers. I heard a friend of mine mention it just the other day! It will be nice to encourage your customers and patients to use it to show the value of your Cutera Skin Rejuvenation products like Pearl, Pearl Fractional, Titan, Limelight, Genesis, CoolGlide Hair removal of dark skin types, and leg Vein therapy. This will help drive patients to your door too because there is a physician locator on this site!

If you could have your patients that have had a treatment, go to this site and fill out a real review. Site address is http://www.realself.com/. Please have them fill this in truthfully with their treatment experience. The site specifically states that it does not want "promotional" company pieces and will pull posts that are. If, however, you were treated, you represent a very valid and honest patient perspective.

There are already reviews for Pearl, Titan and Laser Genesis. Do a search for each application in the search bar and you should quickly be able to find reviews. To post a review, select "Write you review" from the bottom right of the home page, or below any procedure review section as "review it". Alternately, follow this link and fill in the form: http://www.realself.com/node/add/treatment-review

Also, please tell any people you work with that have had procedures and ask them to review the product as well. The more reviews and the more positive the reviews, the better for your Cutera technology and hopefully you can gain some new patients. If it was a demo patient that did not pay due to the nature of the treatment (training, demo, etc.) I recommend submitting the price the patient would have paid to be treated by the physician performing the procedure.

Here are the guidelines for posting at http://www.realself.com/community-guidelines

Make sure you sign up for the site for your office. Your practice and location become visible so this is a huge benefit to you if any potential customers in your area are looking at this site for cosmetic treatments. I suggest you have your customers post a review (hopefully they are predominately satisfied).

You can sign up by selecting the "Free Doctor Profile" at the bottom of the page and follow the form instructions from there

If you would like to list your practice on DermaNetwork

DermaNetwork is your premier online resource for skin rejuvenation. We offer you free access to a network of physicians who perform skin rejuvenation techniques.

Laser based technology and IPL technology may be used for a vascular treatment and skin rejuvenation. Clients often present with both pigmented lesions and facial veins caused by actinic damage.

Telangiectasias are small dilated blood vessels near the surface of the skin or mucous membranes measuring between 0.5mm and 1mm millimeters in diameter^.
They can develop anywhere on the body but are commonly seen on the face around the nose, cheeks, and chin.

Causes of Telangiectasia

Rosacea, acne rosacea, and actinic telangiectasia

Causes of Varicose Veins and Spider Veins

Varicose Veins and Spider Veins

Cosmetic dermatology represents that aspect of diagnosing, treating, and preventing the changes to the skin that are aesthetically not pleasing to the patient. Whether it be aging lines, pitting from acne, or scarring from sun damage, each of these occurrences prevents the patient from lookin’ good.

In this part of the International Academy of Cosmetic Dermatology website, authorities from various parts of the world present their views on cosmetic dermatology in a succinct manner.

A very inportant part of a skin care treatment plan is client teaching about the importance of sun block to prevent further damage.

FDA CRITICIZED: A new study reports that 85% of sunscreen products don't live up to their SPF promises or contain potentially dangerous chemicals.

Laser based technology is regulated by the FDA based on ANSI standards.  Cutera is committed to safe use of  Lasers in Dermatology.  Links have been provided to help educate our clients on the Rules and Regulations associated with the use of aesthetic systems.  Some information may be directed toward Laser Surgery and may appear to not be related to advanced skin care, however, the principles of safety are the same.

USE OF LASERS/DELEGATION OF MEDICAL FUNCTIONS REGULATION BY STATE

Laws and Regulations

Current Legislation Pending by State

Directory of State Medical Boards


Laser Regulatory Agencies and Professional Organizations

Food and Drug Administration

American National Standards Institute (ANSI Z136.3)

Joint Commission on Accreditation of Health Organizations (JCAHO)

JCAHO

OSHA (Occupational Safety & Health Administration)

Association of Operating Room Nurses

American Society for Laser Medicine and Surgery (ASLMS)

Advanced skin care and Laser based technology has become increasingly popular and growing field of study for many health care professionals. Clients are requesting a number of diverse procedures when they seek our assistance. It is not uncommon to have a client who requests "Skin Rejuvenation". The skin care treatment plan may consist of skin tightening, Laser Genesis and a Limelight facial for a vascular treatment or pigmented lesions. It is quite possible that this same client may later request a chemical peel, Botox or fillers and even Laser hair removal. The diversity of the procedures requires the treatment provider to have a wide range of knowledge in order to adequately meet the client's needs. Some resources I have found to be easy to read and a very valuable resource are listed below. Of course, there are many specialized books that are available and can be found at the links listed below.

Cosmetic Laser Books

Laser and Lights Volume 2

Cosmetic Laser Surgery

R. Lierly, RN

An article "Understanding Staff Needs" appeared in the July/August 2008 issue of MedEsthetics, authored by Catherine Maley who is the president of Cosmetic Image Marketing - a PR, Advertising and Marketing firm specializing in aesthetic practices.

Catherine's article has a number of practice pearls about hiring and retaining the best staff possible. 

How important is your staff?  According to her survey of 75 aesthetic patients, 97% said the staff was important to VERY important in their decision to have a procedure performed at that office.  Your staff is a critical element of your practice's success.

Customer incentives when used correctly, can both generate loyal consumers as well as attract new ones. It's important to offer incentives based on consumers' spending habit, interests and still be profitable for the practice.

Patients love frequent buyer programs.  These provide a way in which to take care of patients who regularly come in for aesthetic procedures such as laser hair removal, skin rejuvenation, vein treatments or injectibles. Patients want, even expect, some incentive for being loyal to your practice.  So, give them what they want.

How to get started?  Talk with your injectible and filler vendors, since they may have a corporate VIP program you can tap into. Botox® Cosmetic and Restylane® both offer a frequent user VIP card that offers a discount on their next treatment. 

Create your own with outside assistance - vendors have software programs or web-based programs to assist you in setting up, implementing and measuring your customer loyalty programs.

Be sure to create a system that is effective, fun, offers different levels of loyalty and most of all - is measurable.

Laser Based Technology is used by Biomedical Engineers, Laser Manufacturers, Physicians, Nurses, Aesthetic and Cosmetic Laser Users. It is important to be up to date on the latest FDA regulations, State Licensing Requirements & Laser Certification whether you perform Laser Hair Removal, Vascular Treatments, Skin Tightening or do Skin Rejuvenation. However, Laser Based Technology is found in many areas outside of Aesthetic Systems. Whatever your needs are for Laser Safety or CME/CEU credits Laser Training Institute is a great resource.
Laser Training Institute
Professional Medical Education Association, Inc.
Provider Approved by the California Board of Registered Nursing
Category II CME’s for physicians

I visited the web site of an aesthetic practice recently and I noticed that they asked the visitor to sign up for their newsletter and receive a $50 gift certificate.

What a great idea - they collect the visitor's email (which has to be a valid email in order to receive the gift certificate).  They email a gift-certificate for a set dollar amount good for any non-physician treatment (i.e. can be delegated, not for retail products) such as BOTOX Cosmetic, laser hair removal, laser vein treatments or a skin rejuvenation procedure.  The certificate is good for up to one year from the date of the email (entire page must be presented). 

This is an enticing offer - they may choose a procedure which costs $100-$200 and this certificate gives them a 25-50% discount.  I would find this offer very compelling to visit and check out this aesthetic practice. 

For those customers who offer Pearl, Cutera offers an opportunity to provide a $100 discount on a customer's first Pearl treatment, seen on our Treatment Provider.  Just update your practice's information in your VIP account and to offer this discount.  Visitors will see a coupon icon next to your practice's listing which they can click on and print out.  The coupon has your practice's contact information included.

Skin, Inc. reports on studies that show growth in the overall number of aesthetic laser procedures performed. 

One highlight of the article is "Diagonal Reports forecasts that the cosmetic laser procedure market could grow by much more than 100% over the next three years."

and "Top cosmetic laser procedures are:

• Hair removal
• Skin rejuvenation
• Skin tightening
• Blemish removal
• Damage repair—sun, acne, tattoos and so on
• Cellulite"

That is great news for any aesthetic practice which uses lasers for hair removal, skin rejuvenation, photo-damage and skin tightening.

Many aesthetic practices retail up to several lines of skin care products.  Some also include makeup products.  Mineral-based makeup offers many advantages to patients who are investing in aesthetic procedures to their skin.

• Mineral makeup is non-comedogenic
• Mineral makeup usually includes some form of SPF
• Minerals complement all skin types
• Mineral makeup is great for covering up conditions you are in the process of treating (pigmented lesions, vascular treatments)
• Mineral makeup is HOT - lots of buzz

So, which line should be your mineral makeup line?  You have many options!  I've listed some of the companies who allow resale of their products in alphabetic order.

• Colorscience
• GloMinerals
• Jane Iredale
• True Cosmetics
• Youngblood

BareEscentuals is another mineral makeup manufacturer well-known to consumers because they are resold in large cosmetic stores such as Ulta and Sephora, on QVC as well as in BareEscentuals retail stores.  I was not able to source a web site for reselling their mineral makeup but I have seen their line carried in some day spas.

Another option is pursue private label mineral makeup with your own name and brand.  An article with Skin, Inc. magazine indicates that sales of private label brands is on the rise.

From personal experience - I have been a big fan of mineral makeup since I discovered BareEscentuals in 2001.  I have purchased products or tried samples from Colorescience, GloMinerals and Youngblood and I've been very pleased with them.  I've heard great things about Jane Iredale but the one product I purchased did not agree with my skin (possibly a fluke).  I have not tried True Cosmetics makeup which carries the anti-aging ingredient Idebenone but a Cutera customer recently raved to me about how much she loves this line.

Do your research. Talk to your sales reps from the different lines and speak to your colleagues about which lines they carry (and why).  Then you can choose the right mineral makeup partner for your practice.

I had a chance to visit with some skin care reps at ASAPS and I'm very excited about their product lines. 

First of all - physicians should have retail cosmeceuticals in their practice and should strongly consider prescription-based products as well.  After treating and improving your patient's skin, it's a natural fit to offer sun protection, serums, moisturizers, cleansers and eye creams.

There are a number of vendors who offer a complete line of skin care products while other vendors may focus on one or two specialty products.  I won't list them all but I did speak to reps at these three companies at ASAPS.

I had a chance to talk to Marina Youngdale at TOPIX Pharmaceuticals, Inc. who introduced me to their Topix Replenix CF line which contains green tea polyphenols and caffeine USP to deliver enhanced antioxidant benefits.  Topix has a private label program so physicians can offer Topix products with labels reflecting their name, logo and brand.  Details may be found on their web site www.topixpharm.com.

I also met Arely Cruz at Remergent (AGIDermatics) who told me about their product line and provided me with some interesting clinical studies about the improvement of collagen through their serums.  You can access those studies on their web site www.remergentskin.com.

Lastly, physicians should consider a prescription-based skin care line such as Obagi which is not sold outside of physician offices so it's a fairly exclusive but well-known product line.  One of my colleague is on an Obagi regimen and her skin looks great now.

There are also cosmetic product lines, primarily mineral-based, which are appropriate for aesthetic practices and I'll cover some different brands in another post.  Always do your research and meet with vendor reps to help you decide which lines are best for your practice to carry and resell.

How do you create a great on-hold message for your clients to hear while they are on hold?

1. Develop a script
2. Select a vendor
3. Choose a voice-over talent
4. Select background music as filler between messages
5. Buy the necessary equipment to play the message

When you are working on your on-hold script, create 4-6 short messages that promote your practice, your services, your products and your specials.  Three examples from Cutera's own on-hold messaging are:

#1.   Thank you for calling Cutera. We design, manufacture and market innovative aesthetic laser and light-based systems worldwide. Cutera systems address multiple cosmetic needs, from hair removal for all skin types to vascular therapy for facial and leg veins. Our skin rejuvenation products are the best in the industry and will improve fine lines and wrinkles, pore size, redness, skin texture, and brown spots. We appreciate your patience during this brief delay. A member of our staff will be with you soon.

#2    Cutera is the proud manufacturer of the exciting new Pearl laser. Pearl renews the skin’s surface by treating wrinkles, texture, brown spots and sun damage with fewer treatments and less overall downtime than other technologies. Pearl is an excellent, non-surgical option for those who want to refresh their skin, significantly improving overall tone and texture in just 3 or 4 days. Please go to our Pearl Web site at www.PearlSkin.com, or ask us for more information when we return to the line.

#3    Cutera is also the proud manufacturer of the popular Titan. The Titan has been featured in press coverage worldwide, including VH1, Access Hollywood, The View, Extra!, The Oprah Magazine, Harper’s Bazaar, Allure, Vogue and many others. Please go to our Titan Web site, www.titanskin.com, or ask us for more information when we return to the line.

Selecting a vendor is not difficult.  Start with members of  On-Hold Messaging Association (OHMA).  BusinessVoice is a member  of OHMA and they have a number of helpful marketing and messaging tips related to their services.  Do a search online to find a vendor that works for you.  Cutera just re-recorded our own on-hold message using a firm in Florida so don't feel you need to use a vendor in close physical proximity.  

Most vendors offer packages so you can update your messages monthly, quarterly or semi-annually to reflect new products, services, seasonal offerings, holiday messages and special discounts. 

Picking a voiceover talent.  This is subjective.  Visit your vendor's web site and listen to their talent.  Pick a voice that resonates with you and will appeal to your callers.

Selecting music to play during script interludes.  Most loops last 3-4 minutes before they repeat.  In between each script, you should have music fill the space before the next script starts, not silence.  Select music that is pleasing or soothing but not sleep-inducing.  It should fit into the ambiance of your practice.  Most vendors carry rights-free music for you to choose from so you won't have to pay licensing fees.

Equipment to play on-hold messaging can range from cassette players to MP3 players.  Your vendor should be able to assist you in acquiring what you need to play your on-hold messaging. 

Write a script, select a vendor, pick a voice and music.  It's that fast and that easy to start marketing to your callers when they call!

Let's start with an overview of the basics....

In today’s competitive environment, marketing activities play an important role in establishing a successful cosmetic practice.   Cutera has a number of aesthetic practice building tools, provided to all customers in the Cutera Success essentials marketing tool kit.  I'll share some of those tools with you.

The reasons why people need to market their services are understood, but oftentimes the particulars on the what, when, and how of marketing are less clear.

Each aesthetic practice must consider the nature, timing and extent of marketing elements that are right for them, and these will vary given different starting points, resources and personal inclinations.

Recognizing there is no cookie cutter plan, the following is offered as a guideline on how one might phase in the various marketing elements, beginning with Tier 1 and moving on to Tiers 2 and 3 as your practice grows.

Tier 1
Internal Marketing to Existing Patients
Should be prioritized above all else and be in place before Tier 2 is instituted

• First point-of-contact skills (reception/phone)
• Product and procedure training
• Patient mailings

Entry-Level External Marketing
Free or low cost efforts which are fundamental (or opportunistic)  

• Advertising in Yellow Pages - consider multiple listings including laser hair removal
• Web site - basic content on services provided, i.e. laser vein treatment and skin rejuvenation
• Networking
• Referral discounts
• Press releases - if "news", i.e. acquired new laser-based technology

Tier 2
Mid-level External Marketing

• Print Advertising
• Web site - additional content; i.e. value of skin care treatment packages
• Public speaking - present to community clubs, host evening event

Tier 3
Advanced External Marketing

• Advertising - additional venues such as radio, billboards, magazines
• Health, beauty, bridal, career and fitness tradeshows or expos
• Sponsorships
• Publicity
• Direct mail - beyond patient base

I'll go into specifics on each point separately with tips on how to apply this to aesthetic practices with laser-based technology.