Powering Clinicians of the Future

How can you effectively start your aesthetic practice and focus on expansion, Shriyal Sethumadhavan finds some answers.

L-R: Shriyal Sethumadhavan, Dr Rinky Kapoor, Dr Jyoti Aneja, and Dr Purnima Mhatre.

In the ever-evolving landscape of aesthetic medicine, the future belongs to clinicians who are not only well-versed in the latest treatments and techniques but also adept at harnessing the power of innovative strategies to expand their practices. As the demand for cosmetic procedures continues to surge, the journey to establishing and growing an aesthetic practice becomes both promising and challenging. In this edition of Aesthetic Medicine Magazine India, tailored exclusively for dermatologists, we embark on a transformative exploration, uncovering the most effective approaches for starting an aesthetic practice and fostering its expansion. Join us as we delve into the key factors that empower clinicians to navigate the intricacies of the industry and embrace a successful B2B journey, shaping the future of aesthetic medicine in India.

We all have a story!

Dr Purnima Mhatre, Director & Chairperson, Gorgeous Skin, embarked on her aesthetic practice over 30 years ago, during a time when medical cosmetology and cosmetic dermatology were nascent fields gaining traction in India. “People had scant knowledge about these treatments; some even asked if botulinum toxin could lead to cancer. However, with the advent of the digital age and the rise of social media platforms, patients are now well-informed about the benefits and potential side effects of the treatments they seek,” she reminisces.

Similarly, Dr Jyoti Aneja, Founder & Medical Director, La Grace Luxury Skin Clinic, commenced her practice in 2009, initially serving in Delhi and later expanding to Mumbai for the last decade. “Starting as a junior consultant in a chain of skin clinics, I realised the need to establish my own practice. It has been a gratifying journey, from starting with just one machine to now boasting a range of advanced technologies,” she reflects on her growth.

Dr Rinky Kapoor, Dermatologist & Cosmetic Dermatologist, The Esthetic Clinics, commenced her journey about 15 years ago. She emphasises the significance of acquiring proper training when venturing into independent practice. “During my studies, cosmetic procedures were not extensively discussed. If you have an interest in the cosmetic aspect of dermatology, specific training is crucial. Finding the right teachers is paramount, as they lay the foundation for your career. Fortunately, I had the privilege of being mentored by brilliant educators, which led me to publish over 40 articles in international literature, obtain patents for certain inventions, and achieve more,” she reveals. Training, research, and ethics have all played pivotal roles in the growth of her practice.

The differentiator!

Dr Aneja believes that aesthetics is a captivating blend of science and beauty, and she imparts valuable advice to aspiring clinicians. She emphasises the significance of avoiding conformity and steering clear of herd mentality, as each practitioner possesses unique individuality and unparalleled medical acumen. “Honesty to oneself and to the profession becomes the key to achieving lasting success in the world of aesthetics.”

Sharing her perspective is Dr Mhatre as she sheds light on a crucial aspect often overlooked by doctors – “the art of taking a comprehensive patient history.” To pinpoint the root cause of any issue, she advises starting with a detailed patient history, followed by clinical diagnosis adequately reinforced by pathological findings. In an era where even parlors offer hair removal lasers, she reminds fellow practitioners that they are doctors, not beauticians, and it is their medical expertise that sets them apart. “Nurturing and showcasing this knowledge will not only help sustain our practice but also navigate through the competitive landscape with confidence.”

From one to multiple!

Transitioning from a single establishment to multiple locations is a pivotal step in expanding your practice. Dr Kapoor, a firm advocate of expansion, highlights its significance in creating a strong presence and catering to patients nationwide. She emphasises the need to recognise that as a practitioner, being physically present everywhere is impractical. “To tackle this challenge, building a reliable and trustworthy team becomes imperative before embarking on expansion. This allows the practice to continue its legacy even in the absence of the primary practitioner.”

However, expansion also necessitates careful financial planning. Dr Kapoor suggests considering alternative strategies that may not always require significant investment. “One successful approach is forming partnerships with doctors, hospitals, or clinics in the targeted locations,” she says. Such collaborations can lead to fruitful outcomes without a substantial upfront investment.

In the pursuit of cost-effectiveness and maximum returns, Dr Kapoor’s clinic follows a unique “clinic in a suitcase” model. This innovative approach involves doctors traveling to various locations two or three times a month, conducting OPDs and procedures, and returning within a day or two. This streamlined setup minimises expenses while maintaining quality patient care. The focus remains on seeking opportunities with low investment and high returns, ensuring sustainable growth and success in the expansion journey.

Making the right choice

When faced with a multitude of options for machines in the market, making a well-informed choice is crucial. Dr Aneja, offering her insights on the matter, suggests a systematic approach to decision-making. It begins with a thorough assessment of your practice’s needs and goals, identifying your area of expertise and the specific requirements you aim to cater to. Financial considerations are equally important in this process, creating a balance between practicality and aspiration.

Furthermore, she emphasises the significance of seeking advice from peers and users, cautioning against blindly succumbing to the marketing tactics employed by companies, which can be deceptive and overwhelming. “Remaining grounded and steadfast in your decisionmaking is vital,” she says as she warns against compromising on quality by opting for cheaper machines, as this could lead to complications that may erode both patient confidence and trust.

Patient feedback plays a crucial role in gauging their preferences and expectations, whether it pertains to advice, machine-based treatments, or injectables. Demos and trials offer valuable hands-on experiences, enabling you to make more informed choices. Engaging in discussions with peers and users further enriches your understanding of the available options.

In the pursuit of the ideal machine, financial viability should be explored, and machines with low consumables should be given preference. “Engaging in thorough research, creating a checklist, and conducting a comparative analysis can aid in finding the best-suited machine for your practice,” says Dr Aneja. She emphasises that there is no one-size-fits-all solution or a single “best” option, but with careful consideration and diligence, you can make a choice that aligns perfectly with your practice’s needs and ambitions.

Educating patients

Educating patients about various skin complications is an integral aspect of aesthetics practice, contributing significantly to building trust with them.

According to Dr Mhatre, this education and counseling process forms the crux of the practitioner-patient relationship. She acknowledges that some patients may be grappling with body dysmorphic disorders, which can make it challenging to satisfy them regardless of the procedures performed. In such cases, counseling becomes paramount. “Before commencing any procedure, it is crucial to sit down with the patients, providing a clear and detailed explanation of the process while managing their expectations prudently.” She emphasizes the importance of avoiding overpromising, and ensuring a transparent and realistic dialogue that fosters understanding and trust between the patient and the practitioner.

Acquiring and retaining patients digitally

In the realm of acquiring and retaining patients, digital marketing plays a pivotal role, as highlighted by Dr Kapoor. “With the rapid information boom witnessed in the last decade, staying attuned to technological advancements has become essential to remain relevant in the healthcare landscape. Embracing technology ensures that practitioners do not risk becoming obsolete in an increasingly digital world.”

While referrals from satisfied patients hold great value, Dr Kapoor stresses the importance of expanding one’s reach through effective communication and the promotion of services. Informing people about the expertise and treatments offered, in the right manner, is a form of subtle marketing that can significantly enhance a practice’s visibility and attract potential patients.

Tackling distributors: making informed decisions

In the quest for new machines to enhance their practices, both Dr Mhatre and Dr Aneja highlight the significance of handling distributors prudently. Distributors’ persuasive marketing skills necessitate a cautious approach, and Dr Mhatre advises identifying a niche, diligent research, and strategic investments to avoid succumbing to their influence.

Dr Aneja stresses the importance of seeking information about machines from reliable sources, such as fellow doctors with experience. “Understanding the quality of training provided by the company becomes pivotal, as the well-trained staff is crucial for the machine’s successful integration. A reputable brand that offers comprehensive training, excellent after-sales service, and continual upgrades ensures a seamless journey toward practice growth.”

Balancing patient care and practice growth

Achieving a harmonious equilibrium between patient care and practice expansion requires an all-encompassing approach, explains Dr Aneja. “To strike this balance effectively, developing business acumen alongside clinical expertise is paramount. Being cognizant of financial aspects, such as investments and returns, fosters a patient-centric approach while simultaneously nurturing practice growth.”

Leveraging technology for clinical excellence

Dr Mhatre and Dr Kapoor underscore the vital role of technology in streamlining and elevating medical practice. The ability to adapt and stay receptive to technological advancements is critical. Dr. Kapoor highlights how technology is interwoven throughout the patient journey, from consultations to treatments, reshaping the landscape of modern medicine.

Digitising medical records, engaging chatbots for patient interactions, and exploring advanced technologies like gene mapping for personalised treatments are just some of the ways technology has revolutionised patient care and practice management.

Powering the future clinicians

In empowering future clinicians, Dr Kapoor emphasises the integration of scientific knowledge and honesty, forging strong patient relationships to drive practice growth. “The importance of meticulous record-keeping and securing proper consent is also highlighted, protecting practitioners from potential legal implications.”

For Dr Aneja, trust and authenticity are fundamental in building lasting bonds with patients. She encourages clinicians to be forthright in their approach, confidently saying no when patient expectations do not align with their expertise.

Dr Mhatre stresses the significance of education, counseling, and holistic patient care in shaping the future of clinicians. Empowering practitioners to address patients’ needs comprehensively is key to ensuring success in the ever-evolving landscape of aesthetic medicine.

In the ever-evolving realm of aesthetic medicine, the future belongs to those clinicians who embrace innovation, prioritise patient care, and fearlessly navigate new horizons. The future of aesthetic medicine is now, and it is boundless with possibilities!

(The above insights were gathered from a panel discussion at the recently concluded Aesthetic Medicine Conference in Mumbai.)