The Many Roles of an Aesthetics Practice
The ultimate goal for any business is to be successful. Whether success is measured by personal fulfillment or a hefty profit margin depends on the individual. But, in general terms, success is what we all strive for. As a practice grows, support staff is necessary to meet patient needs. When formulating a business plan it’s crucial to identify long term goals that prepare the business owner for future growth.
An aesthetics practice can utilize at least one, if not multiple, injectors. The licensure required by the injector is determined by state regulations and it’s critical to verify who can and cannot inject neuro-modulators and dermal fillers in the state where business is conducted. Injectors can also perform other services but expertise at injection comes from repetition. The most highly skilled injectors treat a high volume of patients and seek educational opportunities intended to expand their skill base and repertoire.
Aestheticians and injectors have a unique partnership and can work together to ensure maximum results for patients. Services delegated to the aesthetician can stand alone from injections thereby increasing the patient volume of the practice in general. For example, a patient who is a loyal client to the aesthetician for facials, and laser hair removal may one day become curious as to how they can eliminate the furrows between their brows. Conversely, a neuro-modulator patient might ask the injector how they can permanently remove the black hair that has begun to grow on their upper lip. Keeping the patient in the same office for all their aesthetic needs increases retention and clinic success.
The Medical Director
Oversight of the services offered is a role that is also regulated state-to-state. It’s important to know the legal restrictions of the state where the business is registered. One model is to have a physician as the medical director. Therefore, the medical director can not only oversee the treatments provided by the aesthetician and the injector (if it’s not the MD) but can offer other services that pertain to their specialty. For example, a plastic surgeon can run an aesthetics clinic that employs an injector and an aesthetician who provide services that complement the surgeries he/she performs. Other specialities that work well in an aesthetics atmosphere are:
- Naturopaths- Many naturopaths focus on bio-identical hormone replacement therapies which fit well with the “anti-aging” concept of aesthetics
- Nurse Practitioners- FNP’s draw a wide range of patients and many people are preferring NP’s as their general health care provider
- Dermatologist- Dermatology is an easily understood relationship within the aesthetics community. Skin care treatments and identification of underlying causes of the process ensures continuity of care and patient satisfaction
- Dentist/Orthodontist/Oral Surgeon- In recent years the collaboration of dental providers with aesthetic practitioners has become much more popular as a means of improving overall outcome of cosmetic dental procedures
It’s important to note that the medical director can serve in that role alone. If that’s the case it’s critical that the medical director understands that they are ultimately responsible for all treatments carried out under their name and should adequately insure themselves in that regard.
The Medical Assistant
The medical assistant can be an important asset in a busy aesthetics office. MA’s can assist other staff to ensure smooth patient flow and an efficient treatment. While the injector, aesthetician or medical director is performing a treatment an MA might be utilized to prep the next patient, or assist during the procedure. MA’s can also assess vital signs and in some states draw blood and conduct more invasive procedures.
The first person a prospective patient encounters in an aesthetics practice can often determine whether they’ll choose your office for their treatment, or not. By phone, or face-to-face it’s important to have a staff member who portrays the overall “feel” of the office. Obviously, friendliness, professionalism, and efficiency are highly desirable qualities in a receptionist but, if you also have someone with an aesthetics background, they can serve as an important advisor to the patient who might need more information before making their final decision about a treatment.
The Practice Manager
In a busy office, with a high volume of patients, a practice manager is a vital part of the business structure. Practice managers responsibilities can include (but aren’t limited to):
- Employee management – hiring, firing, scheduling
- Product acquisition
- Scheduling continuing education for staff
- Patient quotes/consultations
A practice manager with a strong background in business as well as aesthetics is an ideal fit for an aesthetics practice.
Whether you’re just starting, or in the midst of your growth process, PNAA can assist with your business needs. During our Basic Injection Class we address how to get going initially then, as your business grows, we are available for identifying how to seamlessly progress to the next level of your practice. Every office, like every person, is unique and an individualized plan is the key to success.