Integrating Cosmetic Procedures into Your Medical Practice

by Cindy Graf

Cosmetic Medicine, yes, where does one begin? This is one of the most common questions that I am asked as a Practice Management Consultant. Where does one begin? Do you start by integrating cosmetic services into your current medical practice or do you start from scratch in a free standing independent business, a medical spa. The answer to this question depends on the focus of your business now and your war chest, quite honestly. If your current practice of medicine has some bridge to aesthetics such as a vascular surgeon adding leg vein procedures or an obstetrician adding cosmetic services as part of your women’s services or a family or internal medicine practioner whose practice affords the time and space to add these services, go for it! Integrate the cosmetic procedures under the same roof but treat it as a separate business financially, with separate staffing and management.

Get some help writing a business plan to project the overhead costs of equipment, staffing and marketing against the potential revenues that these services will bring into the practice. Be conservative and project the finances 5 years out. The best part of cosmetic medicine, besides of course the fact that these are cash cosmetic procedures, is that they are all a series of treatments. Patients return 3-6 times for one treatment to be completed. If you are going to build a facility, get some help. Hire a consultant to help you. There are many $100,000 mistakes that can be made along the way. The first step in small business management is “buy services that you do not know”. This advice always pays for itself!

Next develop your Menu of Services. What do you love about the medicine your practice now? Take that interest and patient flow and direct those patients in cosmetic services. The most profitable procedures that fit well with most medical practices are injectables and IPL treatments.

After developing your menu of services, purchase equipment. Platform technology IPL/laser systems that allow you to add handpieces as your business grows are best. IPL is safe and effective and less costly to purchase and maintain. Deal with companies that have good training and local reps. You will need their help. Start with new equipment, used technology is already outdated as this is a fast moving industry.

Next, determine the space you will need to add these procedures. Redecorate a room and freshen the waiting room. Add a separate window or seating area for these cosmetic patients. You will need a power cosmetic table that positions totally flat or upright and can be raised hydraulically or electrically to different heights. Purchase these furnishings from Spa vendors not medical purveyors save 50% of the cost.

Consider hiring new staff for this new venture. In most medical practices, your current assistants or nurses, like yourself, are already overworked. Adding this new facet of your practice will distract from your primary practice and never be financially successful. Consider adding an esthetician to head up your cosmetic services. She will know how to order, market, sell the services and teach you about skin care and cosmetic patients.

Develop an internal and external marketing program to promote these new cosmetic services to your existing patients in a professional manner. Develop packages of services to promote in the newspaper, magazines and in flyers. Develop a name and logo that is distinctive and make all of your ads look the same for continuity.

Spending money on educating yourself and your staff is the best investment you can make in your new business. Attend free conferences, online training, seminars, webinars and workshops. Study this field like you did your primary practice.

Now that you have written a business plan, developed your menu, hired staff and trained them and yourself, put together a one year marketing plan you are ready to launch your fresh new medical spa to the public! Plan to treat friends, family and staffers first, get your systems solidified and all engines firing and then have your Grand Opening one month after you open. You will all appear much more relaxed, confident and open for business! Good luck to you!

For more information on help with training, business and marketing in the cosmetic medical industry visit my website at www.cosmeticmanagement.com or email me at cgraf@wi.rr.com.