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Aesthetics Journal
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for example a doctor may consult a patient with acne concerns but suggest a combination of skin peels and light rejuvenation treatments that can then be administered by the medical aesthetician. There is also a requirement for both a medical practitioner and medical aesthetician to be present for certain aesthetic procedures, i.e. during minor operations and advanced laser skin resurfacing treatments, the medical aesthetician can assist a doctor at a considerable lower cost than a nurse. This allows the medical aesthetician to assist in more complicated procedures and ensure maximum patient comfort. Marketing Medical aestheticians are, relatively speaking, an ingenious and natural marketing tool for any aesthetic business. It could be argued that there is a more personable approach between the patient and the aesthetician as the rapport is often based on repeated treatments, from monthly to even weekly revisits, e.g. combination skin rejuvenation treatments. A level of trust is often developed that allows the patient to feel comfortable when seeking advice on advanced and more expensive procedures e.g. injectable treatments. Medical aestheticians should have a sound knowledge of all treatments offered within the clinic to answer any initial questions that would then encourage a new consultation with the doctor. Patient experience for more complex procedures can also be greatly improved as medical aestheticians can add a beauty element with an additional relaxing service. For example, they could offer a soothing hand massage while the patient is under a rejuvenation light. Using Courthouse Clinics as an example again, figures show slightly higher positive customer satisfaction for treatments conducted solely by a medical aesthetician, than those that include all treatments. The average customer satisfaction score for treatments conducted by only a medical aesthetician in 2015 was 96.5% from 972 surveys received.4 In comparison, the total data across the company for the same period which included all treatments, provided an average customer satisfaction score of 95.6%.4 Non-surgical aesthetics is entirely focused on patient loyalty and repeat business, so to have a reliable model for this in-clinic is essential. Recruitment When recruiting medical aestheticians it is integral that they have a minimum skill level of NVQ Level III in beauty therapy or equivalent with preferably at least three to four years experience in beauty therapy to provide some of the more advanced treatments. Whilst hiring a newly qualified beauty therapist is possible, I would prefer to ensure past experience of delivering beauty treatments, client care and a strong evidence of sales ability. It is also important to provide a good commission structure to provide incentives for selling both treatments, treatment packages and retail products as aestheticians, unlike medical practitioners, usually have a strong background in sales. Targets are vital with any client-facing role. In addition, it is vital that the medical aestheticians you employ understand the need for excellent customer service skills and patient confidentially. Skill development Medical aestheticians can develop their skills in order to offer a variety of treatments, providing opportunities for both the individual medical aesthetician and the business as a whole. A comprehensive training programme is essential when planning for any medical aesthetician to join your clinic. External training provided by suppliers must be supported with a detailed internal training schedule to ensure treatments are delivered with safety, compliance and competence.
Business Development Employment
More than 95% of laser treatments at Courthouse Clinic are carried out by medical aestheticians and our data for 2014 provides the supporting evidence that medical aestheticians are able to safely carry out advanced laser treatments with only three incidents out of 14,000 laser treatments throughout the year.4 Medical staff should also provide support and training to ensure aestheticians appreciate the need for accuracy with medical records and reliability with before and after photographs. It is also important to form a cohesive team with the medical practitioners and the aestheticians so that the practitioners can freely offer their support and expertise whenever required. Teamwork is encouraged at all levels and should be led by clinic managers who hold regular team meetings and encourage all practitioners to experience any available treatments. At Courthouse Clinics we have successfully implemented a buddy system between practitioners and aestheticians in each clinic to further develop the trust between both parties. This also encourages cross-referrals of patients. Conclusion Overall, when hiring a medical aesthetician you are seeking someone who can combine practical training with affability. The balance is needed for you to get the most out of your business and for your medical aesthetician to get the most out of their career. The importance of medical aestheticians within the aesthetics industry is clear. The general day-to-day running of the clinic and the overall profit margin is not only greatly improved, but also encourages further business development. Medical aestheticians that deliver great customer service ensure patients are happy with both their treatment and care, which could encourage referrals to their friends and family. However, it is essential that in order for a business to prosper, one must ensure that the most suitable medical aestheticians are employed and trained appropriately in their roles. Expert Commentary “Working alongside a doctor augments the advice and professional care I feel we are able to offer clients; with the support of the doctor’s knowledge I feel that we can confidently carry out accurate and excellent aesthetic treatments to ensure optimum care and results.” Becky Crozier Medical aesthetician at Courthouse Clinics, Wilmslow
“Working closely with our aestheticians enhances our patients’ experience. We can compliment injectable and laser treatments with skin health assessments, peels, skin tightening and lifting procedures, so between us we can offer a full spectrum of antiageing and skin rejuvenation treatments.” Dr Robin Stones Medical director at Courthouse Clinics
Amanda Elbourn is the RGN/RSCN operations director for Courthouse Clinics. She has worked in the aesthetics industry for 12 years, initially as a nurse practitioner before moving toward the management sector of the industry. Presently she is responsible for the day-to-day running of all clinics within the Courthouse group. REFERENCES 1. Raconteur, Health Beauty and Wellbeing Market Overview, (2015). <http://www.thewholesaler.co.uk/ suppliers/health_beauty_and_wellbeing/> 2. Beatrice Aidin, Future of Skincare, Changing face of skincare in the UK, 319 (2015) p. 3. <https:// raconteur.uberflip.com/i/524994-future-of-skincare> 3. Imogen Matthews Associates, Premium market report for beauty (2014). 4. Data provided by Courthouse Clinics.
Aesthetics | January 2016
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