April Update

ACE 2016

Tomorrow sees the start of the 2016 ACE conference in the Business Design Centre, London. Out MD, Dr Kate Goldie will be taking to the stage of the main auditorium  to give a live demonstration on Enhancing the Eye. During this live demonstration, Dr Goldie will be teaching how treatments and techniques can be adjusted and customised in order to treat periorbital areas. There’s still time to register for free entry to the exhibition hall! Just visit the ACE 2016 website to register, https://aestheticsconference.com/register.

For full details of all the speakers and sessions, you can view the full programme here https://aestheticsconference.com/programme.

Spring Sale

Our Spring sale is still on! If you book a place on one of our courses this April, you will receive a 20% discount on your booking. So whether you want to start practicing, build on your foundation knowledge or complete an advanced course – call us for course availability on 0141 248 6294 or visit us online at http://www.medicsdirect.com/botox-training-dates.php.

Eating out in Glasgow this weekend

If any of our Glasgow delegates are looking for a place to eat this weekend, why not go along to the Glasgow Restaurant Festival in Merchant City. The festival is running until the 24th April but this weekend sees the Spiegeltent on Candleriggs Square be taken over by Burger Meats Bun on Friday, The Finnieston on Saturday and Bar Soba on Sunday. To book tickets and for more information, visit the festival’s website http://glasgowrestaurantfestival.co.uk/events/.

 

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Will we see an increase in the popularity of non-surgical procedures this year?

New annual figures released by the British Association of Aesthetic Plastic Surgeons (BAAPS) are showing that cosmetic procedures in the UK increased by 13% between 2014 and 2015 http://baaps.org.uk/about-us/press-releases/2202-super-cuts-daddy-makeovers-and-celeb-confessions-cosmetic-surgery-procedures-soar-in-britain. However, these statistics concern those who underwent cosmetic surgery within that time and do not include those who opted for non-surgical cosmetic procedures such as Botulinum Toxin and dermal filler treatments.

So what can we take from these figures for the non-surgical cosmetic procedures?

From this 13% increase of those who underwent cosmetic surgery, we can see that the aesthetics industry is continuing to grow in popularity. It can be said that this increase could be down to people (including celebrities) opening up about treatments that they have had and publically sharing their experiences from treatments and/or surgeries. This openness is refreshing for the industry and as the figures show, is helping to develop the industry as a whole.

We already know from the International Society of Aesthetic Plastic Surgery (ISAPS) statistics released on 08/07/2015 that 4, 830,911 Botulinum Toxin procedures were carried out globally in 2014. Therefore making Botulinum Toxin the most popular non-surgical cosmetic procedure worldwide for both men and women. An interesting article was published in The Guardian last month where male Botulinum Toxin clients were asked on why more men are receiving non-surgical treatments. Read the full article on The Guardian’s website: http://www.theguardian.com/lifeandstyle/2016/feb/24/never-mind-the-botox-meet-the-men-opting-for-non-surgical-treatments. The article also revealed that more and more men are being treated by non-surgical procedures, with one Harley Street clinic citing that they see a 50% rise in male clients each year.

With popularity of non-surgical treatments amongst male clients (especially) soaring, we can hope to see another increase in the number of non-surgical procedures, however we will have to wait until the statistics are released this summer to know for sure.

 

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Building your Business using the 4Ps

You have successfully completed a course with Medics Direct and you are ready to head out and treat clients. You have the industry knowledge, clinical skills and patient empathy required for being a great aesthetic practitioner. Great! However, if you do not have any marketing or sales experience it can seem intimidating to get yourself started in a competitive industry.

With this in mind, here are 4 things to consider when you are starting your aesthetics business.

4Ps

 

Product

It is important to consider why you are offering this product/service to the market place, who you are offering the service to and why customers should choose your service.

When deciding upon your target audience, you must bear your product in mind. Who is your product aimed at? Who would you like to target? By asking yourself these simple questions before you begin marketing you can save valuable time and money by not advertising to the wrong target market.

In terms of standing out in the market, you have completed an award winning training course set up by one of the top aesthetic physicians in the UK, Dr Kate Goldie. Therefore, your clients can be assured that they will be receiving a high standard of service with your background as Medics Direct trainees. You should also ensure that you are offering a professional service to your clients, simple things such as answering enquiries as soon as possible and being open and approachable will help to make you stand out from competitors as clients will feel at ease with you.

 

Price

Pricing your service can be difficult. If you price too low in the aesthetics market, it could be seen that your product is not of a high quality. However, if you price too high then you may push yourself out of the market by not setting an affordable price and therefore deterring clients.

In order to set your price, do some market research in the area where you will be offering your service. After you have done this, you will find it easier to set your price by marking up against competitors. You should be aiming for a ‘middle ground’ with your pricing.

You may want to consider offering an ‘introductory’ price as you enter the market in order to attract clients and build relationships with them. After this offer you could increase your price back to the original, more competitive price that you decided on through conducting market research.

 

Promotion

Important to note: Botulinum toxin is a prescription only medicine (POM) therefore you cannot advertise this to your public. You should, instead, focus on promoting and marketing the consultation aspect of your service where anti-aging treatments will be discussed. For more information on how you can market botulinum toxin services visit the Committee of Advertising Practice website, https://www.cap.org.uk/Advice-Training-on-the-rules/Advice-Online-Database/Anti-ageing-Botox.aspx#.VsxtnpU8aM_.

After familiarising yourself with the rules surrounding advertising POM products you can begin to promote your business. It has never been easier to promote a product or service than in today’s society as most people now have access to the internet. In 2015, the ONS published data which showed that 86% of UK households have access to the internet (http://www.ons.gov.uk/ons/rel/rdit2/internet-access—households-and-individuals/2015/index.html). This shows the importance that the internet should play in your promotion plan. Social media sites such as Facebook and Twitter are a great way to build your online presence for free. You can create business pages for both and share your business updates and pictures with followers. Before and after pictures on your social media accounts is a fantastic way of advertising your service, just make sure that you get the permission of your client before posting the image.

You may also want to invest in creating marketing materials for your business. This could be as simple as ordering some business cards and asking permission to leave them in salons for potential clients to pick up.

However, word of mouth still plays a vital role in this industry. Therefore, if you offer a great service at a marketable price then happy clients will be more than likely to spread great reviews about you to their friends and family. This could see you grow your customer base and become well-established and trusted in your area.

 

Place

Now that you are a skilled practitioner, you need to decide where you will be offering your service from. Whether it is a local salon, your own practice or you will go to your clients’ homes there are some things that you need to consider.

Working from an established salon is great in terms of business as there will already be clients coming in and out of the salon. This could help you quickly build a customer base which means you will spend less money on advertising and marketing materials. However, you will have to factor in the cost of rent and commission if you decide to work within a salon.

Working from home or as a mobile practitioner means that you do not have to pay for rent of commission however there are other factors to consider. There may be higher marketing costs as you won’t have a customer base ready to tap into as you would if you worked freelance from a salon. If you choose to work from home or as a mobile practitioner you will be entirely responsible for your own Health and Safety and as of April 2016, Scottish practitioners will have to comply with the new Healthcare Improvement Scotland regulations http://www.healthcareimprovementscotland.org/our_work/inspecting_and_regulating_care/independent_healthcare/regulation_of_clinics.aspx. We will also keep you updated with up-coming changes as best as we can. So keep an eye on our social medias concerning the Healthcare Improvement Scotland regulations as our clinical manager here will be attending an information meeting within the next month.

Remember that you will have to arrange for your clinical waste to be collected and safely disposed of from wherever you decide to practice.

 

Overall within this industry the key is to build and maintain strong relationships as this can allow you to build a loyal customer base that will come back for treatments and through word of mouth will bring you more customers. If you treat your clients well and they are receiving value for their money, they will continue to come to you for treatments. By offering consultations and follow-ups to treatments included in the price of your service, your customers will feel well cared for and you will be able to ensure that your customer is completely satisfied and happy with results.

We hope you have a fantastic start to your aesthetics career and remember that these are just some quick guidelines, be creative when it comes to marketing your service and let us know if there are any other great ways to promote your business within this industry!

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Pauline Sangha – NowCosmetic

Pauline Sangha, a qualified Aesthetic Beauty Practitioner and Registered Nurse has completed Botox and Dermal Fillers training courses with us and now has her own successful business, NowCosmetic. She also her own Facebook, Twitter, and Google+ pages so take a look for more information. Read all about her experiences here, from how she got into the industry, to how she is finding running her own business today. 

My ambition was always to get into aesthetics. Many years ago, when I first qualified as a Registered General Nurse, the funding was not available, but the idea never really went away.

In the last year, I finally took the plunge and found the ideal course from Medics Direct, as it involved a lot of home learning and a one day practical. I travelled up to Glasgow and took the course along with some other like-minded people. I had my plans set up and my partner designed the website, NowCosmetic.co.uk back in 2013, as an information site, in preparation for me going “live”.

Suppliers were sourced and insurance was also taken out. Waste disposal was arranged and a credit card machine was also ordered, as I was going to be mobile, as well as having access to a friend’s salon. She was looking to offer wrinkle reducing injections as a service.

The first month was exciting. I only had a couple of customers sourced from the salon, by the salon owner, and friends and family. In the meantime, the website was expanding and as my husband was a web designer / marketer, this gave me a head start for the long term. Eventually, the site was being picked up in Google and the keywords, such as “Botox in Newcastle” were being responded to. Other words such as “Dermal Fillers” were also being picked up. We also an active presence on most social sites such as Facebook and Twitter.

It was very important to get before and after photos and these were very well received online. More and more people started making enquiries and the plan to have monthly clinics was soon increased to additional home visits, including giving Dermal Fillers at home and Wrinkle Reducing Injections after an assessment by our prescriber.

The “Botox Police” soon got in touch as you are not allowed to use the words “Botox” to sell the product. However, these were removed from the site and promo materials as Dermal Fillers were becoming equally as popular.

However, the plus points was a 100% customer satisfaction rate. I was proud of my work and overjoyed at great results, and always followed up clients for top ups. They all still come back to me.

We recently produced our first video demonstrating Dermal Fillers and are looking to promote heavily in January. I always promote “Botox” stories on my Facebook page and also regularly update with client photos on Facebook and Twitter. We have a great deal of followers and likes due to a few local based competitions we had.

Finally, I always had Medics Direct to call upon. They provided the suppliers I needed; provided starter packs to help with treatment; a list of prescribers and they even put me in touch with someone else who had a similar business – being able to speak to someone else going through a similar experience as me totally changed my ethos and mind set. Also, any time I needed a bit of advice on any aspect they always got back in touch with me.

All in all, it’s been a fabulous experience.

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From Fragments to Perfection

by Guest Blogger Dr. Vincent Wong, La Maison de l’Esthetique (www.lesthetique.co.uk)

Dracula Therapy, also known as Platelet-Rich Plasma Therapy or PRP for short, adds a breath of fresh air into a medical aesthetics practitioner’s armamentarium, as it is the first aesthetics treatment in the world that is 100% autologous. PRP has been used in Medicine and Surgery since 1975. It has been proven to be very effective in repairing tendons, improving skin graft take and in helping chronic wounds to heal. However, its use in aesthetics is very new and it has become the latest in anti-ageing at the moment.

So, what is Platelet-Rich Plasma? Our blood can be divided into two parts – firstly, the cellular part with red blood cells and white blood cells, and secondly, the fluid part which is known as plasma. Apart from acting as a medium for the cells to float in, plasma contains a lot of nutrients and breakdown products. Platelets, on the other hand, are cells in their own right but originate as fragments of white blood cells and have a life span of 5-9 days in the body. Hence, platelet-rich plasma is, as the name suggests, plasma that has a high concentration of platelets.

In aesthetics, we utilize the power of platelets to improve the appearance of the face. By releasing growth factors, platelets have the ability to stimulate DNA repair, stem cell proliferation and differentiation. We aim to achieve skin rejuvenation by injecting activated platelet under normal skin, a place where activated platelets would never have been found otherwise. When injected under normal or aged skin, the platelets will kick start a repair process that is tailor-made to that specific area. In aged skin for example, the growth factors will stimulate more collagen and elastin production, resulting in firmer, thicker and younger-looking skin with a subtle lift.

Scars are the end result of an injury or trauma. The body generally heals these areas so that the integrity and function of the skin is maintained and preserved. However, physiological healing and aesthetical healing are different. Scars are the product of physiological healing. The wounds are healed to a point where the body believes that sufficient healing has taken place and the skin is intact once again. However, these areas are not aesthetically pleasing and generally lack collagen. With PRP treatment, the platelets will stimulate the ‘extended phase’ of healing that has been missed by the body. The lack of collagen will be detected and rectified.

During the procedure, a small sample of blood is collected. This is then placed in a centrifuge in order to separate the blood cells from the plasma. The plasma is then carefully extracted and mixed with a calcium solution (activator) before being injected back to the face. The total time for the procedure (including numbing) is about one hour.

Platelet-rich plasma therapy is not a one-off quick fix treatment. The aim is to achieve gradual improvement in the quality of the skin. Although the frequency of treatment varies incredibly from individual to individual, 2-3 treatments are generally required with treatments spaced at least 3 months apart. You will start seeing the effects around 8 weeks after the first treatment, and the effects will continue to improve for a few months. The effectiveness of PRP depends heavily on client’s general health, age, the extent of skin damage and lifestyle factors such as smoking and alcohol consumption. Heavy smokers and those who drink beyond the recommended limits are less likely to benefit from the treatment. In severe cases of ageing or scarring, it is a common practice to combine PRP with an existing treatment (e.g. Derma Roller, dermal filler or laser techniques) to achieve an enhanced effect.

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Talk to the hand (it knows your age)

by Guest Blogger Dr. Vincent Wong, La Maison de l’Esthetique (www.lesthetique.co.uk)

The medical aesthetics field is a major step forward from traditional surgical anti-aging solutions. However, we have been focusing heavily on facial treatments since the birth of this breakthrough. From injectable toxins and fillers to non-injectable treatments like lasers and skin peels, the options available to take a few years off one’s visage are endless. We could, therefore, quite confidently say that we are now able to achieve excellent results in snatching a few years back from the hands of time when it comes to facial ageing.

With ageing paused on the face, other parts will start to give away the secret. One part in particular is the hand. As with the face, the hand suffers from the same ageing process, namely structural/volume loss and skin ageing. With ageing hands come deep grooves, prominent tendons and veins, and loose wrinkly skin over them. So, how do we approach hand ageing? Fortunately, the symptoms of aged hands can be reversed with dermal filler injections.

Hand rejuvenation and revolumisation is an advanced technique. As with all other aesthetics procedures, a thorough examination and assessment is crucial in deciding which treatment would be most beneficial to the client. If there are areas of volume loss (deep grooves and visible tendons), these need to be addressed first. The lost volume has to be replaced first so that a proper assessment of the skin can be made. By replacing lost volume, the appearance of saggy and wrinkly skin (made worse by the volume deficit) would be softened and this would give a good indication as to how “aged” the skin actually is. The skin can then be treated accordingly with the correct choice of rehydration therapy. This will help restore its tightness, firmness and elasticity.

When done properly, hand rejuvenation and revolumisation can produce a dramatic improvement immediately and the satisfaction rate is very high. From a practitioner’s point of view, it really gives a big sense of achievement! Let’s turn back the clock, one hand at a time.

hand image before aesthetic surgery

Before

hand image after aesthetic surgery

After

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The First Treatment

by Guest Blogger Graeme Fullerton BDS of Arduthie Dental Practice.

As a total newcomer to facial aesthetics and having completed my training for botox and dermal fillers, I was anxious to get started and see clients

My background is in dentistry, a job I have been doing for nearly seventeen years. A lot of my patients are becoming increasingly aware of the treatments and techniques that are now available to them to improve their smile. It is therefore paramount that I keep my skills up to date and attend courses so that I can provide these treatments for clients locally.

It therefore did not seem too large a leap to provide facial aesthetic treatment for patients. I have given tens of thousands of local anaesthetic injections over my career and have honed a technique which makes administration relatively painless. Transferring these skills to facial injections would be a very useful ally in selling these treatments to patients.

We have a very enthusiastic nurse who has taken a real interest in us performing these treatments. She told her wide circle of friends about our new treatments and one of them decided she would like her lips enhanced.

I attended the training course with my colleague, Kenny Jones, who is also a dentist. We decided that our initial treatments would be done as a pair so that we could observe each others technique and keep each other right.

Our client discussed with us what she did not like about her lips and we asked what she expected from treatment. She felt that her upper lip especially thinned dramatically when she broadly smiled and she thought her lower lip needed enhancement. Photographs were taken at rest and broadly smiling and these were uploaded to an iPad and the proposed treatment discussed.

We agreed that in actual fact her lower lip had good proportion on its own and that upper lip enhancement alone would be sufficient.

She was very anxious about having the injections in her lip. Although at the training we were discouraged from using local we felt in this case a small amount of local anaesthetic would benefit her experience and make her much more relaxed. As dentists we were in the lucky position to be able to administer these two small injections intra-orally above the apices of the upper canines. I used an adrenaline free, short acting anaesthetic and facial tone remained which was very helpful when it came to the actual dermal filler injections.

Like I said, although I have given many local anaesthetic injections I was pretty nervous about giving dermal filler injections. However, the good training came to the fore and I was able to give her four injections within the upper lip vermillion border and two into the body of her upper lip with full client comfort.

We felt as a group that this had given a very good result and decided not to do any more. She was given the opportunity to come back for a further enhancement if she wanted and we agreed to do it for her.

As a first treatment, I felt it went really well, the client had a painless experience and she was delighted with the result. I must say the feeling afterwards for me was one of elation and a huge rush that I had done something really worthwhile for that client and had made her happy!

 

Graeme Fullerton BDS
Arduthie Dental Practice
Kirkton Road
Stonehaven
AB39 2NQ.

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Masseter Reduction Botox

Botox Jaw Reduction: A New Technique For Facial Reshaping by Guest Blogger Tejal Sangani

While a strong, square jawline can be distinctly masculine and desirable in male patients, many female patients are seeking softer more feminized shape to their face. Particularly in Asian females, changing the shape of the face from square to a more attractive oval shape can add a more gentle graceful appearance.

Jaw reduction surgery used to be the only option for many patients. However, patients had long recovery times, inconsistent and unnatural results. Now Botox has revolutionized facial reshaping. Botox allows for changing the shape of the face without a scalpel, pain, swelling and zero downtime.

Botox jaw reduction is a specialized technique to reduce the width of the jawline changing an overly square jawline to a more attractive oval or heart shaped face. In some patients, the the masseter muscle, a chewing muscle, is enlarged creating extra facial width. Botox selectively weakens this muscle over time leading to an overall reduction in the size of this muscle.

Tejal’s special technique of injection makes this a pain free and bruise free experience. Many patients come on lunch breaks to have this procedure done and are able to return to the office immediately after. Patients typically notice softening of the masseter muscle at one week and softening of the jawline at 6 weeks. Some researchers have noticed “permanent changes” to the jawline after 2-3 treatments. However, it is reasonable for patients to expect long term benefit but not permanent changes.

Finally, some personal habits can be directly attributed to your enlarged jaw muscles (the masseter). Excessive gum chewing,

Tejal Sangani!!

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Jill Best Aesthetic Practitioner

by Guest Blogger Jill Best of Jill Best Aesthetics

Venturing into aesthetics is both exciting and intimidating. Getting qualified is one thing but searching for potential clients and gaining their confidence and competence is quite another! I believe there are three types of people out there. Two of the categories are easy to identify, the first category is by far the simplest – “there isn’t a month of Sunday’s” that will get these people to even contemplate facial aesthetics, there is absolutely no point wasting their time and yours discussing the subject. The third group is also relatively easy to identify; these are the clients that have always wanted Botox or Dermal Fillers and they will often seek you out. The problem here might be where do they look but that is for another blog. The second group is the most challenging! These are the clients that are sitting on the fence. Will they? Wont they? How do you get these potential clients to be confident enough in your abilities as an aesthetic practitioner, to put their face in your hands and part with their hard earned money?

 

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Using discount websites to grow your aesthetic business

by Guest Blogger Dr. Vincent Wong, La Maison de l’Esthetique (www.lesthetique.co.uk)

Starting up an aesthetic business can be challenging. After spending a huge amount of hard-earned money on courses, hiring a clinic room, ordering injectables, needles and other supplies, you’re still missing the most important ingredient for a successful business – the clients. From my experience, getting clients was the most difficult part of the entire process, especially when you’re new and often tagged ‘inexperienced’. In recent years, many discount sites have sprung up like mushrooms after the rain. From groupon to wowcher, the options are endless. However, the key question is: can these discount sites help you grow your business?

Choosing a good discount site that will work for you is the key step. Although all of them work in a similar way, some are better than others. Featuring an aesthetics discount isn’t like other features you see on these websites. They have to package your deal in a way that would help you attract customers. Remember, people are coming to you for treatments to their faces without meeting you or knowing anything about you – it’s all based on the advert and packaging. A website (if you have one) will be very helpful in giving your potential clients some information about yourself and your services.

The good:
It gives you a good client base to start your business with – Client database is very important for future promotions. Given the current economic climate, a discount will appear very attractive to many. Even if you’re not making a big profit, this will be good for experience. After all, we are all learning as we go along.

Some discount sites will give you important statistics and feedback information, for example, rating and reviews from those who have bought your deal (good for future advertising!) and demographics of your clients (area, sex, age, average income etc)

The bad:
You will be pressurised to give a big discount for your service (some sites ask for at least 50% off). So, make sure you calculate properly to come up with a margin that you are comfortable with.

Of the price you ‘sell’ your service for, the website takes a big cut (usually 30% to 50%). Beware, some may even add VAT on top of their cut!

The necessary preparations:
Before I started, many people have advised me against it. I’ve been told that I would only attract people who are constantly searching for the cheapest treatments. However, if you do the necessary preparations, this might not be the case. The following are crucial:

  1. Communication skills – both verbal and body language are equally important
  2. Appear confident – know your facts
  3. Tell them about yourself and other services you offer – have a website, leaflet or namecard. Offer a discount for other treatments to keep them coming back.
  4. Be professional – make sure you greet them from the waiting room, dress appropriately and turn up on time.

Once a good rapport has been built and your clients have gained some confidence in you, you will start building a group of very loyal clients. Not only will they come back to you for further treatments, they will also recommend you to their friends and family.

Conclusion:
If you plan it properly and think about what you can achieve long-term, discount sites can be a useful tool in helping you build your client base.

My experience? Here you go:


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