| GUEST EDITORIAL
International Journal of Aesthetic and Anti-Ageing Medicine Informa, Floor 2, 5 Howick Place, London, SW1P 1WG, UK
www.prime-journal.com ISSN 2159-8908 (print) ISSN 2159-8916 (online)
Editor Balraj Juttla
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Director of Audience Development Brian Waller
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ESTHETIC MEDICINE IS THE BUZZ TOPIC OF THE MOMENT. MEDICAL practitioners from all fields are turning towards offering aesthetic treatments in their practices as an add-on service. Brand loyalty among patients is waning, the quest for what’s next, who is better, who has more to offer, is on. My fellow colleagues are constantly asking me: ‘How do we retain patients? They are shopping around and get taken in by adverts and discounts.’ And I tell them to retain
patients it is important to create a value proposition. It starts from the moment that patient walks into your clinic. How your staff and you engage with them
creates the first impression. The entire process at the cosmetic clinic is a continuum that should be easy, welcoming, warm, and a process of connecting with the patient; from the welcome at the reception to the cosmetic consult, procedure, and billing. Billing and the results from the procedure create the lasting impression. For a first time patient it is important to choose a procedure with minimal downtime that exceeds
expectations. It is about the results that face them on a daily basis combined with the experience that brings them back for more. Hence, today all successful practitioners have embraced experiential medicine. Loyal patients are your well-wishers and word-of-mouth becomes the main source of referral. A
decrease in marketing costs, knowing that your appointment list is full, and your practice is at its peak without constant marketing are some of the perks of building a loyal patient base. It’s about retention. Today, patient satisfaction is not enough; you need ‘super satisfaction’ if you wish to build loyalty and
retain patients. There must be constant communication with the patient from all levels of your practice that gets the message across that ‘we care’. this is exemplified by easy access to care, short waiting times, apologies if there is screw up (this can happen in spite of best intentions), a personal thank you for referrals not just a gift card, follow-up, and monitoring. One of the most common reasons for a patient to change practice is poor service, don’t care attitude, and lack of communication. If you have a great product or service, half the battle of satisfaction is won, but for super satisfaction and
to build brand loyalty, you need to go a few steps further: First step: Feedback. If you haven’t implemented a feedback system, then you have already lost a number of patients, but it’s never too late, start now. And use the feedback to understand your patients’ needs and communicate to them that their voice/opinion matters
Second step: Communicate. Implement a system of communication so that you are in touch with your patients constantly, it can be a digital portal or a newsletter or just an SMS with a tip.
Third step: Exceed expectations. Surprise your patients, it can be as simple as a complimentary add on, or a gift voucher for their birthday. Show them that you care.
With the advances in the procedures and devices we use, it is important that aesthetic medicine practitioners are also advanced in their patient management services.
Chytra V. Anand CEO and Consultant Cosmetic Dermatologist, India
PRIME JOURNAL EDITORIAL BOARD BOARD MEMBER SPECIALISM
Dr Claude Dalle
Dr Wilmar Accursio Dr Firas Al-Niaimi Dr Ashraf Badawi
Anti-ageing & aesth. medicine France Endocrinology
Dermatology & laser surgery UK Dermatology
Plastic surgery
Cosmetic Dermatology Oculoplastic surgery Maxillofacial surgery
COUNTRY Brazil
Dr Janethy Balakrishnan Aesthetic & anti-ageing medicine Malaysia Dr Lakhdar Belhaouari Dr Anthony Benedetto Dr Philippe Berros Dr Dario Bertossi Dr Pierre Bouhanna Dr Fahd Benslimane Prof Wayne Carey
USA
Monaco Italy
Dermatology – Hair surgery Plastic Surgery Dermatology
Dr Claude Chauchard
Prof Ilaria Ghersetich Dr Kate Goldie
Prof Eckart Haneke Dr Steven Hopping
Dr Christophe de Jaeger Geriatrics Dr Gerd Gauglitz
Anti-ageing medicine Aesthetic Dermatology Aesthetic Physician Plastic surgery
Dermatology Dermatology
Prof Andreas Katsambas Dermatology Dr Mario Krause Dr Marina Landau
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Anti-ageing medicine Dermatology
October 2015 |
prime-journal.com France
Morocco Canada France France
Germany Italy UK
Germany USA
Greece
Germany Israel
Egypt & Canada France
BOARD MEMBER SPECIALISM Dr Gustavo Leibaschoff
Dr Sohail Mansoor Prof Leonardo Marini Dr Sly Nedic
Prof Daniel Pella
Cosmetic Surgery Dermatology Dermatology
Dr Chariya Petchngaovilai Dermatology Prof Ascanio Polimeni Dr Herve Raspaldo
Dr Christopher Rowland-Payne Dermatology Dr Neil Sadick
Dr Hema Sundaram Dr Pakpilai Thavisin Dr Patrick Treacy Dr Mario Trelles Dr Ines Verner Dr Octavio Viera
Dr Jean-Luc Vigneron Prof Bernard Weber Dr Sabine Zenker
Catherine Decuyper Wendy Lewis
Christophe Luino
Dermatology Dermatology
Neuro-endocrinology Facial plastic surgery
COUNTRY USA
UK Italy
Aesthetic & anti-ageing medicine South Africa Cardiology
Slovakia Thailand Italy
France UK
USA USA
Dermatology & Anti-ageing medicine Thailand Aesthetic surgery Plastic surgery Dermatology
Anti-ageing medicine Aesthetic dermatology Genetics
Dermatology
Ireland Spain Israel Spain
France
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Industry expert & consultant France Industry expert
USA Industry expert & consultant France
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