| EDITORIAL
subscription form to ensure you receive the journal for the next 12 months. Running a successful aesthetic practice, like any business, can be extremely challenging. Not
W It is often
said that the staff are the
most valuable asset to any business.
Affiliated partners:
only do you have to stay up-to-date with the latest scientific research and innovations in the market, you also have to ensure every element of your practice is geared to offering the best possible service to your patients. While the central focus of the journal has always been our peer-reviewed research articles, we realise that providing insights on how to successfully manage and promote your practice is just as important to many of you as the latest aesthetic devices and techniques. No matter how hard you work you are undoubtedly going to come across a minority of
patients unhappy with the service you provided. Perhaps the most important outcome, in regards to your practice, of unhappy patients is they will tell others of their experience and this could adversely affect your practice’s reputation. Unfortunately, in today’s digital world, these patients are no longer telling just their close family and friends but posting online reviews that can be seen by the world and all future prospective patients. Dealing with these online complaints can be extremely tricky. Responding on an online forum, even with the best intentions, can often look confrontational and do more harm than good; while doing nothing in response can be like leaving a wound untreated and hoping it will heal itself. But fear not, help is at hand, Wendy Lewis explains how to navigate through the minefield of online reviews in her article on p.46, including what you can do within your practice to tackle the genuine complaints as well as how to deal with fake or defamatory posts. It is often said that the staff are the most important asset to any business. In an aesthetic practice there is a lot your staff can do to ensure patients leave satisfied as well as increase your bottom-line. Delaram Saidi, Founder and Principal of DS Group, returns this issue to discuss how you can train your staff to be brand ambassadors and make the most of their patient interactions to praise the benefits of the procedures and skincare products on offer. To read the full article and find out how to motivate your staff tof taff to increase your reputation and profit margins, turn to p.50. As with every issue, our peer-reviewed articles cover a wide range of treatments and topics, including photodynamic therapy for acne management and microneedling radiofrequency for skin rejuvenation. Dr Red Alinsod also reviews the use of temperature controlled radiofrequency for vulvovaginal laxity. You can find out more about this treatment and the results achieved on p.16.
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Balraj Juttla Editor, PRIME
balraj.juttla@informa.com twitter.com/PrimeBalraj
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prime-journal.com | August/September 2015 3
ELCOME TO THE AUGUST/SEPTEMBER ISSUE OF PRIME JOURNAL. In continuing our efforts to ensure PRIME is the leading publication in aesthetic and anti-ageing medicine, we will be distributing this issue at three world class international events: 5-CC 2015, the 3rd AMWC–EE, and 24th EADV Congress. So to those picking up their free copies at these stellar events, I would urge you to complete the enclosed
VCS 2015
Online Reputation
Staff Motivation
Product News Event Updates Volume 5 Issue 4 Aug/Sep 2015 INTERNATIONAL JOURNAL OF AESTHETIC AND ANTI-AGEING MEDICINE
ENERGY FOR SKIN
HYBRID
IN ATHEROSCLEROSIS AND PSORIASIS
EXPRESSION
RADIOFREQUENCY FOR VULVOVAGINAL LAXITY
TEMPERATURE CONTROLLED
REJUVENATION IL-17 GENE
PHOTODYNAMIC f THERAPY
or acne management
Cover image Shutterstock Retouching Linda Duong
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