Aesthetic Medicine
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holistic THE
FACTOR
As the demand for aesthetic procedures continues to rise, a strong correlation between result and service is expected by patients who opt for anti-ageing and skin-related treatments, writes DR JAN NEL.
I
t is important to note that a procedure alone forms a small part of the holistic experience that a patient has when walking through your practice doors. The current landscape of aesthetic medicine is continuously changing. There has been a great focus on research with regards to skin-related medicine and procedures that allow for change and growth in procedural options, to allow for a bigger scope of modalities that marry medicine and skincare to anti-ageing. With all of these changes, it is just as important to continuously change alongside the everdynamic world of aesthetics, as well as the beauty industry. In my own practice I have, with trial and error, had to evolve and change to not only meet the needs of my patients, but also the requirements of the industry to allow for healthy growth with regards to my business and clientele.
Emotional landscape I think it is important to understand that anyone who walks through your doors comes with their own story. There is an internal emotional landscape that needs
The success of your business is not solely reliant on the treatment or the procedure but rather on the whole experience. to be accommodated and to be recognised, just as much as the external physical landscape. With this in mind, change is inevitable. How we encourage and / or facilitate this change plays an integral part of the success of any beauty or aesthetic business. That being said, we need to look at this as a process and alongside this, there is another process on the periphery that needs to enjoy just as much attention. A clear vision of progression with regards to the look and experience of your business is just as important, to understand that from the first phone call to the payment, there needs to be a strong and solidified process that forms part of the experience
and change facilitated in the consultation room. Train your employees well and continuously to create a space to empower them to be confident in talking to patients, as this contact point is just as important as the contact with the clinician.
Elements The success of your business is not solely reliant on the treatment or the procedure but rather on the whole experience. I construct the patient experience by looking at all facets of contact. These include: • Booking system • First point of contact • Friendly and reliant communication • Experience of reception upon arrival • Consultation duration and application • Truly listening to patients • Follow-ups after any procedure done. PB Dr Jan Nel of GenPracis is a Cape Town-based specialist in non-surgical injectables, with an A-list clientele. He strives to enhance a patient’s natural looks without them ever looking ‘done’.
online @ probeauty.co.za
