5 minute read
The path to excellence
THE PATH TO EXCELLENCE
Aesthetic procedures are not just confined solely to plastic surgeons or doctors, but also encourage the participation of appropriately trained skincare therapists and nurses to perform minimally invasive procedures, writes KAREN ELLITHORNE. s per the American Academy of Aesthetic Medicine, this discipline comprises all medical procedures that are aimed at improving the physical A Aesthetic treatments are not only about appearance and convenience, Aesthetic treatments are not only about appearance and convenience, but also about health and safety. Therefore, every patient must be treated with the highest level of professional competence and client care. appearance and satisfaction of but also about the patient, using non-invasive to minimally invasive cosmetic health and safety. Practice and personnel Aesthetic medicine practitioners procedures. should try and look at their
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Patients who seek aesthetic clinic from a client’s perspective. treatments are not only wanting practices, there has been a marked Observe all areas, such as, good health, but are also wanting increase in the opening of aesthetic for example, how your staff to enjoy their lives to the fullest treatment centres. Before taking the answers the phone, as well and minimise the effects of leap into a new venture, or looking as their efficiency in handling normal ageing. to upgrade your existing practice, appointments.
Some of the factors that may here are 12 points to consider to Make sure that clients are be attributed to the increasing ensure excellence. not kept waiting for their demand for such treatments are as Place consultations. Always allow follows: Location is an important element sufficient time for procedures • Economic abundance in the success of your practice. to be done to ensure that • Medical and technological It is important to research the treatments do not overlap, advances whereby new demographics of the patients living thereby putting strain on cosmeceutical products and in area prior to setting your business therapists and doctors. This will devices have been invented up. A beautiful clinic in the wrong prevent them from rushing any to treat cosmetic disorders area can be a costly mistake. treatment or procedure. with minimal downtime and Staff should be well-groomed complications. Purpose at all times and wear a uniform • Media driven demand In order to offer your patients the to maintain a uniformity in dress • The desire to prolong best treatments available, it is code. It is also suggested that youthfulness and self-image. important for your team to keep strict regulations be in place with
With the growth in demand for up to date with the latest trends regards hair and make-up. these types of procedures and and technologies. In the COVID-19 era, all practices >
and staff are obliged by law to adhere strictly to Government’s hygiene & safety protocols.
Professional skills
There are many training programmes and conferences available to equip you and your staff with the necessary skills to practice aesthetic treatments and help gain experience and confidence. Always remain up to date.
Patients
Be a good listener and practise your communication skills. Have a non-judgmental attitude towards clients and look out for body dysmorphic issues.
Try as best you can not to do treatments on first consultation, as it gives the client time to think about and prepare for the suggested treatment.
Always address the client’s needs first and call them afterwards to follow up and monitor their progress. This will instill confidence in your customers.
Protocol
Before doing any treatment, ensure that you have explained everything adequately to the client. This includes the details of the treatment, alternatives available, risks and complications that could possibly arise, duration of the treatment and the expense involved.
Pictures
Good quality, standardised before & after images are essential to any aesthetic practice. These images will be used to show the client their treatment results and allow you to monitor their progress.
When photographing the client, always concentrate on how you position the patient. Photograph them in a fixed anatomical position so the before & after pictures are uniform. The best background is a plain light blue, green or black non-reflective surface, like a linen cloth.
Broad daylight is always best but if not available, position two main lights at a 45 degree angle to the subject being photographed.
If you are able to invest in an imaging device and software, this would be the best way to record patients’ treatment results. You can then also email them directly to your client with the suggested home care products required.
Products (skincare and equipment)
Do the necessary research to ensure that you have cosmeceutical products that you and your staff have confidence in working with and that offer the expected results. Training and promotional support from your supplier will be necessary to ensure that the retailing experience becomes profitable for the clinic. When it comes to the equipment you need for your practice, begin by identifying the various vendors that supply the kind of medical aesthetic equipment that you are interested in working with. Narrow down the list of vendors based on certification, cost, training, availability of spares, credibility of company, after sales service and equipment maintenance and warranty.
Patient records
It is essential to maintain a solid database as this assists in creating a good rapport with your clients. There are numerous online systems that are available, which allow patients to book appointments online, cancel appointments and also get SMS reminders of the time and date of their appointment.
Promotion
An attractive, informative website is an important investment for your aesthetic practice. You can also use social media to promote your business, but do remember to follow the ethical rules and guidelines at all times. Also, ensure that all information is accurate and does not over promise results.
Sending out newsletters to your database introducing new treatments and special offers is always a good way to keep in contact with your clients. Live Zoom webinars and blogs can also be useful to educate and promote your services.
Precautions
It is always better to go with the ‘less is more’ approach. Rather undertreat your clients then overtreat them. Also, it is vital to ensure that the client’s expectations of the treatment results are realistic.
Should complications arise, then treat these head on. Do not just ignore the customer and hope the problem goes away. It is suggested that any corrective treatments be offered at no charge.
Protection
Insure your equipment following installation; this should cover all parts and electronics of the device.
Professional liability insurance is a must to protect your staff and the practice itself against the financial consequences of any mistakes or admissions that may occur. PB
A qualified aesthetician, Karen Ellithorne has been actively involved in the skincare industry since 1992, working as a lecturer and therapist, as well as successfully importing and distributing various products throughout South Africa.
