1 Apr
AWeber’s online email marketing system makes it easy to stay in touch with your customers, educate them about new technologies and procedures you have in the office, distribute newsletters and announcements.
Learn how it works.
There are very inspiring articles in Cosmetic Surgery Times about the use of current Internet technologies, which allow some physicians to stay on the edge, effectively market their practice and blog about it.
Read the article about physician’s online presence and another one about social networking.
Marketing of any private medical practice, and in particular of a fee-for-service aesthetic clinic has become more important than ever given the current state of the economy.
Online marketing has proven to be the most effective, measurable and sustainable type of marketing offering the highest rate of return on the investment. It is also the most overlooked and underestimated type of marketing among doctors.
30 Mar
LaserOffers.com
This is the book that should be in every aesthetic practice.
20 Mar
LaserOffers.com
This is a book that should be in every aesthetic practice.
18 Mar
Today we would like to address the issue, which was covered by CNN in November 2008. The report stated that nearly half the respondents in a survey of U.S. primary care physicians said that they would seriously consider getting out of the medical business within the next three years if they had an alternative. What are the reasons for such an exodus among family doctors and internists, widely known as the backbone of the health industry?
Here is the data from the survey:
Reasons:
Dr. Alan Pocinki has been practicing medicine for 17 years. He began his career around the same time insurance companies were turning to the PPO and HMO models. So he was a little shocked when he began spending more time on paperwork than patients and found he was running a small business, instead of a practice. “I had no business training, as far as how to run a business, or how to evaluate different plans,” Pocinki says. “It was a whole brave new world and I had to sort of learn on the fly.”
We hear from many health professionals that it’s no longer worth running a practice and that they want to change careers. Just like for Dr. Pocinki, it will be very difficult to start a successful career outside of the medical field. Physicians go a long way to complete their training, licensing requirements, pay the loans and set up their practice. Medicine is what they chose to do in their lives.
LaserOffers’ panel and in-house discussions have helped us realize that the fee-for-service based anti-aging and aesthetic field can be one of the better alternatives for family doctors and internists. There are plenty of examples to demonstrate that the transition is fairly painless and can be accomplished in a short period of time. Training is quick and easy. In most cases capital expenditures, such as buying laser equipment, can be financed, and the demand for anti-aging and rejuvenation treatments is standing strong even during the recession. Baby boomers want to look young and they have discretionary cash to spend. People on the job market need to look fresh and young during the interviews and are willing to spend about $1000 on their looks.
LaserOffers comment
We see a clear trend towards anti-aging and preventive treatments in today’s medicine. Physicians in general will need to move from the current perception of their mission in treating symptoms to preventing their occurrence, from using drugs to extend patients’ life to making them more active and happy. Aesthetics will definitely play a major role in the process. We will come back to the subject periodically in our future posts.
18 Mar
M. Alam, MD; J. S. Dover, MD, FRCPC; K. A. Arndt, MD
Skin Therapy Lett. 2007;12(5):5-9. ©2007 SkinCareGuide.com
In recent years, there has been increasing concern among physicians, patient advocacy groups, and media watchdogs that laser, light, and cosmetic surgery are being practiced by poorly trained professionals, with resulting preventable injuries to patients. In response, several professional organizations have developed guidelines for the delegation of laser services to nonphysician providers. These guidelines delineate appropriate qualifications for delegating physicians and nonphysician providers, and also describe the circumstances and settings in which delegation is appropriate.
As early as 8-10 years ago, reports documented the increasing tension between dermatologists and electrologists over the training required to perform laser hair removal, with dermatologists advocating for supervision by licensed physicians who are on-site. Some states that do not require licensing for electrologists to administer laser treatments, such as Texas, were of particular concern.[1,2] Yet concurrently, data showed that “properly trained” nurses had no greater risk than physicians of inducing undesirable outcomes, such as pigmentation change and blistering after laser hair removal with the long-pulsed alexandrite laser.[3] Recent studies suggest that a proportionately greater number of complications are arising from dermatologic care delivered by physician extenders. Nearly 53% of 488 dermatologists surveyed in Texas in 20044 reported seeing a greater number of complications associated with delegation to nonphysicians. Of those surveyed, 33% asserted that they knew of such complications arising in the absence of a supervising physician on-site during treatment delivery. This confirmed earlier results of a survey of 2,400 members of the American Society for Dermatologic Surgery (ASDS) in 2001, which ascribed the preponderance of post-treatment patient complications to “nonphysician operators,” including cosmetic technicians, estheticians, and workers in medical/dental offices who performed procedures for which they were not appropriately trained, or who were inadequately supervised.[5] Further studies under the auspices of the ASDS are ongoing. A growing body of evidence suggests that nonphysician provision of laser services and insufficient physician supervision of extenders may be jeopardizing patients, unnecessarily raising complication rates, and leaving dermatologists vulnerable to public censure and legal liability.[6,7]
Several professional physician groups have attempted to delineate appropriate training standards for those using lasers on patients. Such standards have typically been embedded in larger position papers on the scope of practice or laser use. Moreover, given that even the physician leadership can differ on exactly how training standards should be implemented, these guidelines tend to be firm in tone, but vague in terms of specific benchmarks for competency.
On February 22, 2004, the Board of Directors of the American Academy of Dermatology (AAD) approved a Position Statement on the Use of Lasers, Pulsed Light, Radiofrequency, and Medical Microwave Devices.[8] This one-page document notes that physicians using the aforementioned devices must be trained in relevant “physics, safety, and surgical techniques.” Regarding physician and nonphysician roles during delegation of laser procedures, the following precautions should be observed:
A physician who delegates such procedures should be fully qualified by residency training and preceptorship or appropriate course work prior to delegating procedure to licensed or certified nonphysician office personnel and should directly supervise the procedures. The supervising physician shall be physically present on-site, immediately available, and able to respond promptly to any questions or problem that may occur while the procedure is being performed.
Any nonphysician office personnel employed and designated by a physician to perform a procedure must be under the direct supervision of the physician. For each procedure performed, the nonphysician office personnel must have appropriate documented training and education in the physics, safety, and surgical techniques of each system, be properly licensed in their state if required, and be adequately insured for that procedure. The nonphysician office personnel should also be appropriately trained by the delegating physician in cutaneous medicine.
In summary, the AAD document notes that the “Academy endorses the concept that use of properly trained nonphysician office personnel under appropriate supervision allows certain procedures to be performed safely and effectively.” The earlier exhortation that the supervising physician be present on-site is thus balanced by the concession that delegation of laser procedures to nonphysicians is inherently acceptable.
The most extensive work in this area has been by the American Society of Laser Surgery and Medicine (ASLMS), which has incorporated the relevant guidelines established by the American National Standards Institute (ANSI) Z136.3 Standard Safe Use of Lasers in Healthcare Facilities.[9] Regarding operator qualification in the context of laser safety, ASLMS guidelines include the following clauses:
The laser will be operated only by those who have had training in laser theory, techniques of control, and operation of the laser(s) or IPL.
A program for laser safety training will be made available to ALL personnel working around the lasers. The Laser Safety Officer shall have discretion, according to ANSI standards, in delineating which personnel are required to undergo which levels of training. All of the training shall be documented and kept on file.
ASLMS also further clarifies training requirements in documents on office-based laser procedures[10] and nonphysician use of lasers.[11,12]
The ASLMS Principles for Nonphysician Laser Use,[11] and Educational Recommendations for Laser Use by Nonphysicians,[12] reproduced below, are slightly more specific:
Principles for Nonphysician Laser Use. Any physician who delegates a laser procedure to a nonphysician must be qualified to do the procedure themselves by virtue of having received appropriate training in laser physics, safety, laser surgical techniques, pre- and postoperative care, and be able to handle the resultant emergencies or sequelae.
Any nonlicensed medical professional employed by a physician to perform a laser procedure must have received appropriate documented training and education in the safe and effective use of each laser system, be a licensed medical professional in their state, and carry adequate malpractice insurance for that procedure.
A properly trained and licensed medical professional may carry out specifically designed laser procedures only under physician supervision and following written procedures and/or policies established by the specific site at which the laser procedure is performed.
Since the ultimate responsibility for performing any procedure lies with the physician, the supervising physician should be immediately available and shall be able to respond within five minutes to any untoward event that may occur. Ultimate responsibility lies with the supervising physician.
The guiding principle for all physicians is to practice ethical medicine with the highest possible standards to ensure the best interest and welfare of each patient is guaranteed. The ASLMS endorses the concept that use of properly trained and licensed medical professionals, under appropriate supervision, allows certain laser procedures to be performed safely and effectively.
Educational Recommendations for Laser Use by Nonphysicians. Individuals should be trained appropriately in laser physics, tissue interaction, laser safety, clinical application, and pre and post operative care of the laser patient. Prior to the initiation of any patient care activity the individual should have read and signed the facilities policies and procedures regarding the safe use of lasers.
Continuing education of all licensed medical professionals should be mandatory and be made available with reasonable frequency (including outside the office setting) to help ensure adequate performance. Specific credit hour requirements will be determined by the state, and/or individual facility.
A minimum of TEN procedures of precepted training should be required for each laser procedure and laser type to assess competency. Participation in all training programs, acquisition of new skills and number of hours spent in maintaining proficiency should be well documented.
After demonstrating competency to act alone, the designated licensed medical professional may perform limited laser treatments on specific patients as directed by the supervising physician.
Among major specialties approved by the American Council on Graduate Medical Education (ACGME), surgery has been among the most active in promulgating outlines for laser training and use. This broad field is experienced at incorporating and regulating new operative technologies, but the breadth of laser use in surgery limits the specificity of the relevant parts of the American College of Surgeons (ACS) Statement on Laser Surgery,[13] revised in 2007 from the original statement published in 1991:
Surgery is performed for the purpose of structurally altering the human body by the incision or destruction of tissues and is a part of the practice of medicine. Surgery is also the diagnostic or therapeutic treatment of conditions or disease processes by any instruments causing localized alteration or transposition of live human tissue, which include lasers, ultrasound, ionizing radiation, scalpels, probes, and needles. All of these surgical procedures are invasive, including those that are performed with lasers, and the risks of any surgical intervention are not eliminated by using a light knife or laser in place of a metal knife or scalpel.
The American College of Surgeons believes that surgery using lasers, pulsed light, radiofrequency devices, or other means is part of the practice of medicine and constitutes standard forms of surgical intervention. It is subject to the same regulations that govern the performance of all surgical procedures, including those that are ablative or nonablative, regardless of site of service (that is, hospital, ambulatory surgery center, physician’s office, or other locations). Patient safety and quality of care are paramount, and the College therefore believes that patients should be assured that individuals who perform these types of surgery are licensed physicians (defined as doctors of medicine or osteopathy) who meet appropriate professional standards. This is evidenced by comprehensive surgical training and experience, including the management of complications, and the acquisition and maintenance of credentials in the appropriate surgical specialties (that is, board certification) and in the use of lasers, pulsed light, radiofrequency devices, or other similar techniques.
Individuals who perform laser surgery utilizing lasers, pulsed light, radiofrequency devices, or other techniques should meet the principles of the College in all respects, to include the avoidance of any misrepresentations to the public regarding unfounded advantages of the laser compared with traditional operative techniques.[13]
Furthermore, the ACS Statement on Issues to Be Considered Before New Surgical Technology is Applied to the Care of Patients, the subsection on “Is the individual proposing to perform the new procedure fully qualified to do so?” includes the following passage:
In order to determine and apply proper indications for a procedure and to select the appropriate patients for applications of the technology, comprehensive knowledge of the disease process and experience in management of patients with the disease is essential. Prompt recognition and management of complications can only be achieved when the individual or team member is fully qualified in all aspects of treatment of the disease.[14]
Within dermatology, the American Society for Dermatologic Surgery (ASDS) has been most active in developing guidelines for the nonphysician practice of medicine, in particular, the use of lasers. This multi-pronged approach has included alerting state medical boards to the potential hazards to patients, publishing statistical data in the professional medical literature, making information easily available to patients on the Internet, and conducting a public relations campaign to apprise patients of the dangers inherent in receiving laser services from unqualified personnel.
At present, the ASDS guidelines assert that cosmetic procedures, including cutaneous laser procedures, be delivered only by MDs and DOs who have been adequately trained. A qualified physician may delegate some procedures to certified or licensed office personnel (e.g., RN, CMA, LPN, PA, NP) if, and only if, the delegated individuals are properly trained in the specific procedure and the physician remains physically on-site and available to respond in a timely manner to questions or problems that may arise.[15]
In recognition of the fact that laser hair removal procedures, in particular, are likely to be performed by nonphysicians, the ASDS provides, in the public portion of its web-site, a statement entitled Don’t Get Burned What You Need to Know About Laser Hair Removal,[16] which reads in part:
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State medical boards have taken notice of the media furor surrounding adverse events resulting from laser use by nonphysicians. The Louisiana State Board of Medical Examiners has begun to require that the use of medical lasers and chemical peeling procedures be under direct supervision by an on-site physician. Similarly, the New York State Board of Medicine has construed laser hair removal by lasers and intense pulsed light devices to constitute the practice of medicine, and hence to be permissible only when performed by a physician or under a physician’s direct supervision. The Massachusetts legislature established a task force within the Board of Medicine to report back to the legislature by May, 2007 with draft standards or regulations on medi-spas.
From a practical standpoint, the dangers of inappropriate delegation of laser services or nonphysician practice of medicine include:
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In the case of laser use in a spa, the financial incentives for delegation are further enhanced by the nature of the business model, which resembles a retail store rather than a medical practice, and to a greater extent than in a physician practice, service providers may be compensated on an incentive basis. There may be no physicians present at most times, and there may even be a dearth of medical personnel. In many spas, services are provided by estheticians and nonmedical, nonphysician providers, who are not inculcated as are physicians and nurses in the need to ensure patient well-being.
Problems that have been commonly seen in unsupervised or nonphysician laser centers have been numerous and varied and include:
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Some of these problems, like hyperpigmentation, will eventually resolve, but hypopigmentation and configurate scarring can be persistent and disfiguring. Rampant infection can result in functional loss, including permanent impairment of facial sensory structures.
The problem of impaired safety is exacerbated by the lack of general dermatologic training among nonphysician providers of laser services. In general, low-level and even some high-level nonphysician providers are trained mostly in the technique of laser service delivery, with lesser training in the management of adverse events, and little or no training in general cutaneous medicine. Adverse events, and especially unusual cases, may be recognized late by such providers, who may then treat them incorrectly. Especially when physician supervision is light, incorrect treatment may continue for some time, until the problem has worsened and permanent sequelae may be inevitable. It is a truism in cutaneous laser therapy that firing a laser handpiece may be the least important portion of the treatment; it is everything but the actual treatment, including patient selection, parameter selection, and recognition and management of undesirable outcomes, that requires judgment and training. In the spa environment or in a poorly supervised laser practice, the pressure to “convert” all consultations into treatments may result in poor patient selection, which in turn may dramatically increase the rate of adverse events.
Incentives for nonphysician providers to maximize revenue generation in a spa or thinly supervised setting can increase the risk of adverse events by:
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To the extent that nonphysician providers may have a skewed financial incentive structure, wherein they are more often rewarded for revenue generation than penalized for adverse events and patient dissatisfaction, the impetus to increase business may dominate. The result means greater risk for the patient, and for the ostensibly delegating but possibly off-site physician, who may have medico-legal responsibility for problems accruing from delegated services.
Beyond adverse events, such incentives may lead to unnecessary treatments motivated by the desire to increase financial yield by extending the number of sessions. Indeed, more revenue may be generated by systematically undertreating patients to ensure that they return for more visits. Subtherapeutic treatments may also reduce the risk of adverse events when laser treatments are delivered by minimally trained nonphysician providers. While undertreatment is unlikely to cause irrevocable physical injury, it is a form of fraud that wastes patients’ time and money.
While current guidelines on appropriate cutaneous laser training and delegation are not detailed and comprehensive, some recommendations occur repeatedly in guidelines proposed by various national professional organizations. In particular, it is apparent that:
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1Northwestern University Medical School, Chicago, IL, USA
2Yale University School of Medicine, New Haven, CN and Dartmouth Medical School, Hanover, MA, USA
3Beth Israel Hospital and Harvard Medical School, Boston, MA, USA
16 Mar
A review of an article published in Houston Business Journal – by C. Richard Cotton
Originally trained in internal medicine, Dr. Kim Vo shares her new field of medicine — aesthetics — with other Houston doctors like Jim Cain, whose original specialty was interventional radiology.
Both physicians eventually ended up in the field of aesthetics, which, quite simply, is where many people turn to look better and younger.
Laser treatments, Botox injections and wrinkle fillers are the new Fountain of Youth — a step up from over-the-counter potions, but less expensive and intense than cosmetic surgery. And, weary of chasing insurance and Medicaid payments, physicians nationwide are capitalizing on the trend.
Cain compares the influx of physicians into aesthetics with a similar rush into pain management a decade ago: “It was mainly an economic thing — and this is the same thing.
“Doctors are looking for a way to get cash into their businesses,” he says, “and aesthetics is a cash business.”
Few insurance policies cover aesthetics procedures since they are primarily cosmetic and elective. But the economic times, Cain admits with a laugh, are not optimal for entrepreneurial endeavor: “There probably isn’t a worse time in history to start this.”
The Patients
Vo says the typical patient at her Dermagenix Medical Spa, which she opened in the spring of 2007, falls into two main categories; younger patients seeking hair removal and treatment for acne and older patients in their forties or fifties.
“They want to continue looking good for jobs or their social lives,” Vo says of the latter group. “They want something more than the moisturizers found at the mall.”
Of the younger set, she says, “By the time they come here, they’ve been to the dermatologist and through over-the-counter products.”
Vo came to aesthetics through “personal interest” in the field, wanting to explore her own anti-aging options: “I’m getting older and wanted to know what’s out there.”
Through Continuing Medical Education, she studied the procedures for two years, “until I was comfortable with them.”
Her choice of names for her clinic describes its perceived duality of purpose, as much spa as sterile clinic; expect, as Vo describes it, “a combination medical facility in a spa environment with music and ambiance.”
The Procedures
Dermagenix offers the full range of aesthetics, from laser to injections. Vo says Botox injections run $200-$300; fillers of hyaluronic acid, $500-$800; and lasers, $300-$2,000.
Vo notes that lasers, in particular, are coming into more and more applications, including tightening skin, hair removal, vein treatment and skin resurfacing.
She says that in Texas, lasers are in something of a regulating gray area; a physician must purchase them but, beyond that, there is little regulation. Employing them in treatment, for example, is not restricted to a physician. Texas law, in fact, doesn’t mandate the purchasing physician even be on the property — or in the state, for that matter — where the laser is operated.
“Since it is my responsibility, I operate the laser,” Vo says.
“I have lasers that can burn a hole through the wall,” says Cain, co-owner of Innovative Aesthetics. With his initial training in interventional radiology, Cain already had experience in the laser arena.
The Doctors
Cain opened his clinic six months ago but still also practices radiology. Through his explorations of other specialties, particularly anesthesiology and pain management, Cain says he became fascinated with anti-aging medicines.
“I’ve just got to get into it,” he recalls thinking before becoming a fellow in aesthetics medicine through a program established by the American Academy of Anti-Aging Medicine.
Cain and his partners opened Innovative Aesthetics in extra space on Audley Street at one of their two imaging centers.
Dr. German Newall offers both aesthetic treatments and cosmetic surgery through Aesthetic Center for Plastic Surgery, of which he is a co-owner. The group maintains two offices and a surgery center.
“While I’m interested in aesthetic surgery,” says Newall, “these (aesthetic treatments) are part of the practice.” He adds that not all plastic surgeons delve into the aesthetics arena.
Newall, who is certified by the American Society of Plastic Surgery, says as a surgeon he’s “more readily available to deal with complications if they arise.” He adds this caveat: “If you do enough through the years, you’re going to have complications.”
And he says he’s dealt with patients who received less-than-ideal results from physicians who have gotten into aesthetics as a way to increase the bottom line.
“I do understand because of economic situations doctors want to subsidize their salaries through aesthetic procedures,” says Newall, “but I do think that making it readily available to MDs is maybe not such a good idea.”
He notes that those times when botched aesthetic and cosmetic procedures and surgeries get the media’s attention, which they periodically do, “it takes all the good guys with the bad guys.
“I think we need stricter regulations. We’re working toward that but it’s not easy.”
He points out that filler and laser manufacturers, naturally, want to be able to sell as much of their product as possible so tighter regulation is not necessarily in their best economic interests. There is, however, one regulator that works to keep the field of aesthetics from being even more flooded. Newall reports that laser machines can cost hundreds of thousands of dollars each.
“Easily,” says Newall, “the investment for a clinic start-up can run $700,000 to $1.5 million for equipment.”
12 Mar
Last week, Solta Medical presented a study by Steve Weiner, MD at the annual American Academy for Dermatology meeting. The presentation sparked a few discussions among doctors who have had some experience with the “new Fraxel”.
Fraxel Re:pair is a “non-invasive” laser treatment used for the reduction of fine to moderate wrinkles on the face, neck and chest. “As a plastic surgeon I’ve found this to be the best treatment on the market to date and I don’t anticipate anything will replace it for many years,” said Weiner. Some may argue that Dr. Weiner’s opinion is biased since he did the study on the Solta’s buck and featured his patients at several nationwide webinars promoting Solta’s lasers. However, Weiner’s research clearly shows the advantages of his technique, which are very valuable for many physicians.
How does Fraxel Re:pair compare to a traditional face lift?
A face-lift is a surgical procedure under general anaesthesia performed by a plastic surgeon, often in a specialized outpatient center or a hospital. The Fraxel Re:pair is considered to be a non-invasive treatment with the use of CO2 laser technology, which can be done by physicians of different specialties and in a doctor’s office. Results are expected to last up to 10 years. For most patients only one treatment is required, for deeper wrinkles two may be necessary, according to Weiner.
The laser effectively removes portions the epidermis and heats the dermis to tighten the skin and help with collagen elasticity, referred to as resurfacing. As with other laser treatment the new skin is exposed and wound care is necessary. This is the part where one may question the definition of a non-invasive treatment. After the Fraxel treatment the patient goes home with dressings on the face. The dressings need to be changed every 3-4 hours and you have to stay indoors for 5-7 days. Most patients would arguably call this pretty invasive.
The Fraxel Re:pair seems to work very well on mildly deep wrinkles, acne scars and brown spots, caused by the sun exposure. With some extra skill and experiens a doctor can work with Asians and Hispanics. Smokers and individuals with heavily tanned, pigmented or very dark skin types are not good candidates for this treatment.
The cost for Fraxel Re:pair ranges from $1,300 to $6,300, approximately 1/3 the cost for a surgical face lift which can cost more than $10,000.
LaserOffers comment
Our medical panel agrees that leaving the issue of cost differential aside, for the vast majority of patients the CO2 fractional treatment with Fraxel will work just as well, if not better than the surgical face-lift. The additional benefit is that the laser actually improves the skin texture, whereas the lift merely stretches the skin.
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