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Managing a Clinic during the COVID-19 Pandemic Aesthetics speaks to professionals for their advice on running a business during these challenging times At the time of writing, the UK Government has imposed a nationwide lockdown in order to reduce the transmission of coronavirus (COVID-19).1 The World Health Organization (WHO) has labelled the spread of the virus a ‘global pandemic’,2 with thousands across the world infected and hundreds of deaths in the UK.3 As a
Closing the clinic Aesthetic practitioner Dr Vincent Wong chose to close his clinic on March 18. He said, “London has the highest number of COVID-19 cases in the UK and, naturally, a lot of patients are worried about their own health. When the Government suggested everyone to stay home as much as possible, many patients had already rescheduled or cancelled their appointments. From a personal point of view, I have to be extra careful with exposure to others because of my lung surgery two years ago.” Dr Wong has suspended all cancellation policies. Aesthetician and founder of Black Skin Directory, Dija Ayodele, had only recently opened her new clinic, West Room Aesthetics. She made the decision to close on March 20. She said, “I think even with all the measures we had put in place, it was right to close, even in the absence of a direct diktat from the government at the time. The health of all our clients is paramount and there is no safe way to maintain a two metre boundary so closure was naturally the next step. That said, all our clients have been super understanding and supportive, with a rush of last minute skincare orders! I’ve been really touched (to tears!) with the emails I’ve received, which just goes to show how far client goodwill is for businesses who do the right thing. I am confident that when this crisis is over, the relationship will be stronger than ever.” Virtual consultations Many practitioners will be considering communicating with patients via video messaging for the foreseeable future,
result of this tragic outbreak, not only are people’s lives at risk, but their livelihoods too. And while some businesses can function on a work-from-home basis, many, such as aesthetic clinics, cannot. So, what can you do to keep your business going and spirits up?! Aesthetics talks to a range of professionals for their words of advice.
offering consultations and skincare advice. For those who aren’t as technologically savvy, it can be quite daunting. As such, Dr Wong advises: • Be prepared by ensuring you have a good internet connection, good quality sound and lighting to aid the communication and the ability to take notes – have patience as the process will take longer than anticipated (from both physician and patient) • It is important to assess patients’ needs, but we must explain the limitations of video consultation at the start • Use positive body language by sitting up straight, using open hand gestures and having a smiling face to build up effective rapport and engagement in the virtual platform • Recognise that this may be a brand new experience for some, so make sure your patient is in a comfortable setting (and confidential safe space) with good lighting • If possible, conduct the video consultation on a laptop/computer so that the patient can send photos to your phone during the consultation. This will also allow you to annotate photos to send back to the patient to ensure that key messages are delivered Encouraging patient safety Advising patients on staying safe is, of course, imperative during these uncertain times. Dr Wong notes that as well as recommending use of hand sanitisers and disposable gloves, he is
suggesting patients take vitamin C and zinc supplements to help boost immune systems. “The pandemic outbreak can also cause a lot of anxiety, so I’m advising my patients to meditate too,” he adds. So how do you maintain interest in your services over the next few weeks? Dr Wong says, “I guess the key is to empathise – many of our patients will be facing salary cuts or loss of earnings, so they may have limited funds to invest in treatments. During this period, it is important to keep up the level of engagement and educate them on good medical grade skincare so that they can still maintain skin quality without spending too much. When we enter the ‘recovery’ phase, it would be a good time to offer discounts or subscription services to encourage patients to have treatments.” Moving forward, Dr Wong emphasises that practitioners need to stay updated with the science around COVID-19. “As medical professionals, patients may look to us for advice and reassurance,” he says. Business continuity With reduced patient time, Ayodele recommends that practitioners look at what else they can offer. She asks, “Can you post products? Can you film content that you can retail on your website?” All are strategies that aim to retain patient engagement and maintain sales, she says. Ayodele also suggests thinking of your future plans. “Get out the flip-chart and start working on ideas and business continuity plans; plan for 12 and 18 months’
Reproduced from Aesthetics | Volume 7/Issue 5 - April 2020
