| SERVICE ENHANCEMENT | PRACTICE MANAGEMENT
from expert staff who can customise a skincare programme to achieve the desired result under the umbrella of a physician-directed facility.
Evaluating new products As new products are launched into the professional sector, practitioners need to determine whether or not they are safe, effective, and appropriate for their patients. Among the more mature and science-based brands, clinical trials have become mandatory to demonstrate credibility behind the claims they can make. With clinical data to support the efficacy of the product range, practitioners may feel more comfortable recommending products to their patients. Consumers may be more trusting of a
clinicÕs recommendations if they dispense several ranges, a variety of skin care products, kits and homecare systems. To ethically dispense cosmeceuticals means that the practitioner, medical aesthetician, nurse or beauty therapist should be able to explain the ingredients, formulation, how it works, and how to use it. When reviewing products to dispense,
research the company who manufactures the products as well as the selling organisation or distributor before making a selection. Look for solid studies published in peer-reviewed journals, rather than the type of small patient assessment studies that are typically used to market a cosmetic product. DonÕt be afraid to ask hard questions either. The leading medical skincare brands that stand behind their products will have this information readily available, as well as before/after photographs and physician testimonials. Physicians need to be diligent about the products that are being sold in their clinic. Ideally, there should be a sound reason behind the formulation and key ingredients to distinguish the product range from something that your patients can pick up at any drugstore. The results of using the products you are
dispensing should be tangible so that there is an inherent value being offered to the patient.
Product selection Most successful clinics offer a wide spectrum of products to meet the needs of their patients. Keep in mind your patientsÕ goals and skincare concerns, as well as skin types. Cleansers, sunscreens and moisturisers are just the beginning. Many clinics today carry specialised treatments for a full list of common concerns, such as acne, ageing skin, rosacea, and pigmentation, as well as targeted products for specific areas like the eyes, neck, body and lips. While we tend to think of the face first when it comes to skincare, the body, hands and feet also need attention. Home devices can also be found
among the wide range of skincare products. In recent years, the category of home devices has gained consumer acceptance and growing popularity owing to their ability to boost the effects of a daily regimen and improve skin
quality in between in-office treatments. The market has exploded with tools like cleansing brushes, light therapy devices and hair removal at-home systems that provide treatments that were once only available in the clinic. Diligent product selection is pivotal to
the success of your retailing efforts. Identify your customersÕ needs and link them directly to product attributes. Select product lines that address your patientsÕ specific concerns. Acne, ageing and pigmentation are the most common skincare conditions and should be well served by the products on offer. In general, the criteria for choosing a product mix should include: patient population, demographics, lifestyle, skin concerns, other services you offer, price point, and patient requests. For example, an older patient
population may be most concerned with lines, wrinkles, sagging and brown spots. Younger patients will most likely be interested in acne therapies. If you have a lot of male patients, consider adding products specifically geared towards
When reviewing
products to dispense, it is advisable to research the
company who manufactures the products, as well as the selling organisation or
distributor before making a selection.
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