Upload
phungnguyet
View
217
Download
0
Embed Size (px)
Citation preview
03/10/2014
1
Welcome to
Medical Aesthetics Courses
for
Medical Professionals
Introduction to Medical AestheticsAestheticsStarting a
Cosmetic Clinic
Attendees CPD
This course has additional Continuous Professional Development (CPD)points approved for Doctors, Dentists and Nurses.
After attendance, participants will be sent a confirmation email with CPD details to file in their confirmation email with CPD details to file in their training portfolio.
03/10/2014
2
YASMIN KHANYASMIN KHAN‐‐BA (EconomicsBA (Economics‐‐Mathematics)Mathematics)
1994-Sales Manager (Canada & USA)-Collagen Corp-USA
2000-International Sales Director-Inamed-(Europe, Asia, Central and South America)
2004-Created K-T Solutions-Strategic Management for the Medical Aesthetic Market
2005 P bli h d th fi t di l b i l “Si l St t 2005- Published the first medical business manual “Simple Steps to Building Million Dollar Cosmetic Practices”.
2006-Founded K-T Training-Provides business and technical training to the Medical Aesthetic Market
2006-Founded-BAC-Beauty Advise Center-Web marketing for independent cosmetic clinicians.
2007- Design Division- web site development, script writing, promotional concepts
What are you sellingWhat are you selling
• Your are selling yourself as a cosmetic clinician who is capable to assess an individual’s facial aesthetics and create a bespoke non sugical program which will enhance their overall facial appearance.
Non-surgical facial aesthetic treatments
03/10/2014
3
What type of training is required?What type of training is required?
What type of training is required?What type of training is required?
What type of training is required?What type of training is required?
03/10/2014
4
What type of training is required?What type of training is required?
TopicalPreventative
TexturingRepairChemicalpeels
DermalFillers
VolumizersAdvancecourses
MuscleRelaxants
Bio-StimulationDermarollermesotherapy
Surgery
Dry Skin Yes
Sun-DamagedSkin
Yes Yes Yes
Fine Lines Yes Yes Maybe
Deep Wrinkles Yes Yes
Scars Maybe Maybe
Hyperpigmentation
Yes Yes
Lines aroundeyes
Yes YeseyesForeheadLines
Yes Yes
Frown Lines Yes
Droopingmouth
Yes Yes
Thin Lips Yes
Jowls Maybe Maybe Yes
Double Chin Maybe Yes
ExcessiveSagging Skin
Yes
Cellulite Yes
Localized FatDeposits
Yes YesKT GROUP
What are the components of a What are the components of a beautiful facebeautiful face
The face is oval with the cheeks being the widest feature of the face.
The skin is flawless, toned, with the correct volume
The face is balanced and symmetrical
Eyes are ascending upwards from the arch of the brows
Nose to mouth proportions are balance
Lips are full and sensual
Distance from the cupid bow to the tip of nose is aesthetically correct
Jawline is sculptured and toned
Brows are arched
03/10/2014
5
facial dimensions
1.618Height of head = 1.618 X width of head
The art of beauty
1.0
facial dimensions
1.618
hairline
Hairline to base of nose = 1.618 X base of nose to bottom of chin
Pupil to corner of mouth = 1.618 X corner of
A
B
The art of beauty
1.0
1.618
1.0
pmouth to bottom of chin
A
B
facial dimensions
1.618
Width at temple = 1.618 X outer width of eyes
Width of mouth = 1.618 X width of nose
1.0
1.0
1.618
03/10/2014
6
dental dimensions
1.0
1.6181.0
1.0
1.618
Can I become financially successful by Training myself to be a great technician
How to become a champion?How to become a champion? Hire a good coach you trust and follow the program
03/10/2014
7
PRICING
WHAT IS
MARKETING?BUYER BEHAVIOUR
RESEARCH
`MARKET RESEARCH
TRENDS
CULTURALBUYING POWERSOCIAL FACTORSDECISION MAKING
DEFINE THE MARKET
MARKET ANALYSIS PROMOTIONCOMPETITIVE ANALYSIS
SEGMENTATION
AGE , ETHNICITY AND GENDER
MARKET PLANNING
DEFINE MARKET SHARE
BRANDING
• BRAND BUILDING• BRAND TYPES• BRAND
PROMOTION
BEHAVIOUR BASE
Very difficult to master and those who do are successful
Starting Your Medical Aesthetics Clinic
• Insurance
• Pharmacy AccountsPharmacy Accounts
• Practice and development
• Promoting, Marketing and Advertising
• Systems and Processes
Start Up Strategy
03/10/2014
8
Medical Indemnity Insurance UK
Who?
Hamilton FraserHamilton Fraser
MDU
MPU
Dental Protection
Medical Indemnity Insurance
• Get a quote for the cover from each insurance provider.
Ch k di d d• Check cover regarding procedures covered.
• Review insurance clauses and requirements.
• Complete and return your application form.
• Fax or email your certificates.• Pay premium for 1 year insurance cover.
Pharmacy Accounts
How to:
• Select your pharmacy‐general pharmacies do not sell medical
th ti d t ( t lid faesthetic products(see next slide for suppliers details)
• Complete and return the account application.
• Order your products‐(Prescription/Non prescription)
• Ordering products direct from manufacturers(VAT)
03/10/2014
9
Pharmacy Accounts UK
Who?
Health Xchange ‐ Botox/Vistabel, Juvederm Ultra, Surgiderm, Restylane and consumables.g , y
Wigmore Pharmacy ‐ Bocouture, Xeomin, Azzalure, Restylane, Belotero and consumables NOTE* Wigmoredo not provide Allergans products.
All information on course disc in the distributors folderAll information on course disc in the distributors folder
Product Costs
Costs
• Review special deals and discounts from pharmacies
• Prescriptions NO VAT
• Manufacturers charge VAT on products
Treatment Prices
•Review prices of local competition
Botox in UK priced per area£120 £1 0£120‐£150 per area
Dermal fillers priced per syringe£250‐£400 per syringe
Chemical peels priced per peel or course of peels£60‐£650 per peel depending on type of peel required(AHA, TCA, Pharmaclinx)
Information found in marketing file‐
03/10/2014
10
Practice and Develop Your Skills
Options
• Treat friends and family cost price treatments(take before and after photos)
• Arrange mentorship with Jacquie or Rita Ogden
• Review aesthetic articles, books, videos, magazines and internet resources
• Continuously update your skills‐ Refresher‐Advanced‐Master Classes
• Attend seminars and conferences‐ recommended FACE in UK, IMCAS in Paris
• Manufacture training
• Botulinum toxin refresher courses
• Dermal Fillers refresher courses
• Chemical Peels and Skin Care
Medical aesthetic training and development courses
• Mesotherapy
• Dermaroller
• Advanced Botox and Dermal Fillers Combined courses
• Tear Trough and Nose Correction Master Class
• VOLUMA‐Facial Volumiser
• Lip Master Class
• Use only the products and procedures you have received training with.
• Review your course notes and e learning.
• Create patient documents from templates
• Insurance and pharmacy accounts
• Ensure all patient records are complete and signed by the patient(1)
• If in doubt do not treat
• Create before , after and follow up photos portfolio of your patients(1)
Start Up and Development Review
• Review your local competitors for pricing and service
Notes
• Do not invest in capital assets like laser or other expensive technology when you are starting up
• Research and review current news and information to update documents and assist with your development
• Develop processes to enable your business to grow
• Edit and create your own patient pathway with documents
03/10/2014
11
Setting Up and Marketing Your Medical Aesthetics Clinics
Where do you start?
• Location and clinic options– spas and salons, home visits, rental of premises, working for large cosmetic
chain.
• Branding your clinic• Branding your clinic– Image, design, philosophy‐What makes you different?
• Marketing material– Brochures, Leaflets, Web site
• Promotional Activity– Referrals, Advertising, In House Marketing, External Marketing
What are your options?
Locations and clinics
•Local spas and salons – minimal financial risk– E learning Resources>>Introduction to Medical Aestheics>>salon presentation
•Rental of premises‐ more risky since you have a monthly fixed cost you need to meet You willRental of premises more risky since you have a monthly fixed cost you need to meet. You will also need a receptionist to answer the calls and to deal with emails inquiries
•Home visits‐ virtual clinic using the client premise to provide the service. Tricky but might be successful.
•Adding a clinic to your existing premise‐ less risky but still preceived as unprofessional. In the initial phase use pricing to push people to you and then when trust is developed, then use a referral system to get your customers to send you business.
•Working for a large cosmetic chain
03/10/2014
12
Location, Location, LocationWhere do you practice
Rental of premises– Can be expensive for start up and will require extra cash flow.– Correct selection of location essential.
• Home visitsLow overheads some patients may request this thought most patients prefer to visit a clinic.
• Adding a clinic to your existing business• Adding a clinic to your existing business– Marketing to your current clients.
• Working for a large cosmetic chain‐Harley Medical, Sk:n– Will require portfolio of before and after photos and resume.– You will not need to do any marketing but less profitable.
• Spa and Salon Program– Spa will market procedures to current clients and provide a room for a percentage of your revenue.
You can develop all these business structures
Salon MobileWork for
another clinic
Home clinicRent a space
Notes for any cosmetic treatment environment
– Do not have “botox parties” that combine alcohol
– Ensure you have a clinical area to administer treatments
– Follow all medical guidelines when administering an injectable treatment
– Ensure all protocols and follow ups are adhered to
03/10/2014
13
ProfessionalismProfessionalism
• All of us have studied to become professionals in our area of expertise.
• However our interaction with people will impact our success in the commercial world.
• I am trained to be a professional business person so I will make all effort to deliverI am trained to be a professional business person so I will make all effort to deliver what I promised and I take it seriously.
• It is not uncommon, to receive calls from candidates asking for dilution protocols and consent forms an hour before the client arrives
• This is unacceptable since it shows disregard for the paying client and most importantly, they will not return if they see you are disorganized
Benefits of professionalismBenefits of professionalism
• New client
• ½ hour consultation – free
• Treatment‐ ½ hour
Return customer –
No consultation
Treatment time is reduced• Total profit £200/hour
• Most clinician and staff members focus on getting new clients and do not make any attempt to keep a client.
Profitability £200/20 minutes
Profitability increase threefold.
I would rather have less new clients and more return clients since my business will be more profitable.
Botox and dermal filler forecast
Jan Feb March April May June July Aug Sept Oct Nov Dec
5 5 5 5 5 5 5 5 5 5 5 5 60 12,000
5 5 5 5 5 5 30 6,000
90
Year two
5 5 5 5 5 5 5 5 5 5 5 5 12, 000
5 5 5 5 5 5 6,000
5 5 5 5 5 5 5 5 5 5 5 5 12,000
5 5 5 5 5 5 5 5 5 5 5 5 12,000
15 15 15 15 15 15 20 20 20 20 20 20 210
368/hour which will increase year after year and you can structure the business to pay 22% corporate tax.
03/10/2014
14
Simple Business Strategies for SuccessSimple Business Strategies for Success
Salons and Spas-Negotiation
Example 1 Revenue potential with 20% Commission
Any mixture of procedures that will gross approximately £2000 in one clinic session.
Total Revenue £2000Product Cost (30%) £ 600
Salon and Spa Generated Clinic
( )Net Revenue £140020% £ 400 goes to salon owner for marketing and space rental
Profit= £1000 approximately 6 patients average £300 per patient.
The more procedures that are booked for a clinic session , the more opportunity for increased earnings to salon owner and yourself.
Marketing and Promotion
These are your tools to sell yourself
Staff or associates can help in planning & implementationStaff or associates can help in planning & implementation
03/10/2014
15
Website
Corporate Brochure
Patient Brochure/ Leaflets
Have you got your essentials to start a business....?
Branding
Branding
03/10/2014
17
Why do I need to brand myself?
To eliminate competition
To retain premium pricing
iTo win new customers
Now what do I do?
You will require a website, patient information and other promotional material to attract new clients to your practice.
Web site - a well designed and optimised website can be the most cost effective marketing with a good ROI.- wix
Clinic/Corporate Brochure – your corporate brochure provides information on your full range of services and clinic philosophy. Can be done on your Mac
Patient Information Brochures – clinics must provide patient information for cosmetic treatments, creating customised information leaflets will provide marketing for your clinic as well as this information. Mac as well
03/10/2014
18
Website development
Regardless of how great you are in medicine, a new client will not trust you in a new discipline unless you can market yourself as cosmetic clinician. These exposure tools will do just that. Success is based on preparation. The book and future business webinars will help you to prepare for success in a commercial world
Recap Recap Set up protocols
Profitability of the business
Importance of professionalism
Branding
Pricing
Where to practice
Simple marketing tactics
Systems and Processes
These are the things that make or break a business. They should be worked out and communicated to your staff in order to keep your costs down, make the workplace workable, and enhance the efficiency of you and your employees.
• Clinical systems and processes
– Safe disposal of waste and sharps, Adverse re action, storage of medicines, etc.
• Patient pathway
– Enquiry– Consultation– Treatment– Follow up
• Business processes
– Payment policy– Staff policy– Planning– Marketing
03/10/2014
19
Patient PathwayPatient PathwayEnquiriesEnquiries
Web Based Enquiries
– What is your response time
– How are the enquiries handled
are your brochures in PDF format so that they can be sent via web quickly
how quickly do you follow up on internet enquiries
are your staff trained to convert enquiries into booked consultations.
Patient PathwayPatient Pathway
EnquiriesEnquiries
Telephone Enquiries
◦ Two types of enquiries
do you provide this service?
how much do you charge for a particular procedure?
ConsultationsConsultations
• Promotional leaflets, treatment information, portfolio in waiting area.
• Review Medical History and consent
Patient Pathway
• Mirror for patients to show areas of concern
• Let the client voice their agenda before offering your suggestions
• Are their expectations realistic?
• Are their expectations flexible?
• Are there any current psychological issues or illnesses?
• Be tactful and respectful of clients feelings
• Remember they are the future of your business
03/10/2014
20
TreatmentsTreatments
• Ensure products are available some Pharmacies can delivery next day
• All consent and medical history must be complete and signed
Patient Pathway
• Follow all pre treatment preparation and clinical processes.
• Take before and after photos
• Provide verbal post treatment instructions
• Assess patients re action to treatment and provide suitable assistance.
• Arrange follow up appointment
Follow UpFollow Up• Pamper your client!
• Clean the skin after treatment
• Cold‐pack and arnica if needed
• Explain post treatment instructions and provide post treatment information leaflet for client to take home.
Patient Pathway
information leaflet for client to take home.
• Review clients regularly & give contact number in case of problems.
We engage in this practice with our models and they will fight for an appointment to be treated by trainees since they trust the company.
They do not want to go elsewhere
Reviewing your systems and processesReviewing your systems and processes
• Review documents and update with new information
• Ask patients to complete questionnaires and provide feedback on your services
• Review your feedback to develop and improve your processes
03/10/2014
21
Simple Steps to Building Successful Cosmetic PracticesSimple Steps to Building Successful Cosmetic Practices
“A guide to developing a successful medical
aesthetic clinics”
For more information on purchasing this manual please speak to a member of our team.
£25.00
Post questions and information on any aspect of medical q y paesthetics treatments and business.
Download documents and resources
Find educational links and resources
Network with cosmetic clinicians from around the world
http://www.medicalaestheticacademy.com/Check your emails for your e learning account details.
Foundation Training
03/10/2014
22
Advanced Training
Advanced Botulinum Toxins & Dermal Fillers
Cl
Call: 01793 323786E:[email protected] | www.k‐ttraining.com
Master Class
For Medical Professionals
03/10/2014
23
• Candidates must have completed foundation
Master Class Enrolment Criteria
courses with botulinumtoxins and dermal fillers.
Sculpting the Face with Hyaluronic Acid Dermal Fillers
This course will cover
Cheek augmentationDeep folds
ChinJawline
03/10/2014
24
Botulinum Toxins for the Lower Face and Neck
This course will cover
ChiChinJawline
Platysma band/neck
Hands On Axillary HyperhydrosisTraining
• A review of the types of dermal filler that can be used to sculpt the face.
• In‐depth facial assessment and anatomy for the advanced procedures.
03/10/2014
25
• Understanding ageing and facial asymmetry
• Creating bespoke treatment solutions for age groups
Practical Injection Time Practical Injection Time
•• 4 hours clinical treatment time4 hours clinical treatment time
––Assessing patientsAssessing patients
P i iP i i––Preparing patientsPreparing patients
–– Injecting patients Injecting patients
––Following treatment protocolsFollowing treatment protocols
03/10/2014
26
Average Procedure Costs and Pricing
BOTOX® 100 units
Consumables Total
£140 £5 £145
Hyperhydrosis treatment cost
Treatments can take from 30-40 minutes
Prices to patients vary from £400-£600
Potential net profit per treatment £255-£455
Average Procedure Costs and Pricing
Advanced BOTOX® treatment cost
BOTOX® 20‐50 units
Consumables Total
Treatments can take from 10-20 minutes
Prices to patients vary from £150-£250 for each area treated.
Potential net profit varies depending on the indication treated.
£50‐80 £5 £55‐85
Average Procedure Costs and Pricing
JuvedermUltra® 4 per syringe
Consumables Total
Dermal filler treatment cost
£90 £5 £95
Treatments can take from 20-40 minutes
Prices to patients vary from £350-£500 per syringe
Potential net profit per syringe £225-£375
03/10/2014
27
Advanced Botulinum Toxins & Dermal Fillers
Cl
Call: 01793 323786
Master Class
For more information about this course
www ktraining co ukwww.ktraining.co.ukCall: 01793 323786
•Master classes available for experienced cosmetic practitioners include:
03/10/2014
28
Lip Augmentation Master ClassMaster Class
Includes dental block and hyaluronidase
Call: 01793 323786
Tear Trough and Nose gCorrection Master Class
Call: 01793 323786
03/10/2014
29
Advanced Botulinum Toxins & Dermal Fillers
Cl
Call: 01793 323786
Master Class
The Liquid Facelift Master ClassMaster Class
Call: 01793 323786
Thank YouFor more information about the Medical Aesthetics
Courses
E:[email protected] | www.kttraining.co.uk
Call: 01793 323786