Retail therapy

Professional skincare lines are now very much part and parcel of any leading clinic, and for good reason.

“At CAPS Clinic, all non-surgical skin rejuvenation as well as the correction of skin disorders starts and ends with a tailored medical-grade skincare program,” says CAPS Clinic founder and plastic surgeon Dr Alastair Taylor.

“We know from experience that a well-prepared and supported skin will allow the patient to
achieve the best possible treatment and surgical outcomes while also maintaining the end results
long term.”

Skin concerns are often what motivate patients to seek cosmetic intervention, and cosmeceuticals can act as an adjunctive to many of these skin complaints.

“Patients can benefit hugely from the integration of dermal therapy skincare programs offered by qualified clinicians under the supervision and support of a medical practitioner,” says Dr Taylor.

Stocking quality cosmeceuticals in-clinic can provide an opportunity to educate your patients on skin health, and will often become the first step to a more comprehensive, integrated anti-ageing regimen. Indeed, you will be offering your patients something they can’t get through online beauty sites: knowledgeable, well-trained staff creating tailored skincare programs just for them.

Products and clinical treatments

A quality skincare program plays a key role in superior and long-term results in skin rejuvenation
and function.

Quality cosmeceuticals will attract new patients and increase customer loyalty – and truly efficacious products can also be used to augment the results of other procedures, for example laser treatments and surgical procedures.

“Your laser, IPL, injectables, peels and even surgical procedures can all be coupled with the cosmeceutical essentials. Clinical and surgical results will be improved and post-treatment risks (such as PIH) may even be minimised when combined with clinical skincare,” says Terri Vinson, founder and cosmetic chemist at Synergie Skin.

Advancements in ingredient action and delivery have led to exceptional results and possibilities in combining cosmeceuticals with cosmetic treatments and procedures. There is now a variety of active skincare that has been formulated specifically for post-laser care, for example, to improve both theScreen Shot 2017-08-14 at 5.31.14 PM effectiveness and durability of results, while helping to reduce inflammation and promote healing.

The key is ensuring your patients are provided with the most professional service by delivering holistic and comprehensive advice and assessment backed up by proven products and equipment. While some patients may not be suitable for facial rejuvenation surgery, everyone can benefit from quality skincare.

An important factor of active skincare lies in its delivery system. “It’s no use having great ingredients and formulas if they don’t penetrate into the dermis,” says compounding chemist Magdy Sedrak, owner and formulator of L’unico Skincare. “This is why the vehicle is so important. Ingredients, no matter how ‘active’ they are, that sit on top of the stratum corneum will only provide pseudo or temporary benefits. Skincare ingredients must be correctly paired with delivery systems that work to deliver their benefits into the deeper layers of skin cells and yet remain stable and resistant to oxidation and deterioration by light.”

Meeting patient expectations

A gentle but effective skincare solution can come as a welcome adjunct to cosmetic surgery patients – particularly those experiencing the necessary downtime associated with some laser treatment, peels and surgeries.

“A tailored skincare program can not only enhance the results achieved from surgery but also maintain them,” says Dr Taylor.

“From a business perspective, this is a win-win for both the patient and clinic. For the patient, they will receive a better surgical outcome and love the fact you are providing the ongoing care to them. For the clinic, not only does it receive the extra income but it is also rewarded with a loyal patient who will remain in the clinic for years to come.”

While the majority of cosmetic practices offer cosmeceutical ranges, many practitioners are not prescribing at-home skincare after a cosmetic treatment, which is a missed opportunity, according to Becky Watkins, director of global education at SkinCeuticals.

“Accelerating the results by improving and maintaining the health of the skin essentially builds trust and an enduring relationship with the clinic,” she says.

“If your patient leaves your clinic and their skin is red, inflamed and sore, do you think they’re going to come back for another treatment? Not likely.”

“Whether it is laser, IPL or injectable treatments, patients expect their doctor to tell them which type of skincare to use before, during and immediately after their treatments and at home.”

The art of “not selling”

Vinson says it’s important to remember that you are not selling per se; you are helping and educating your patients to achieve the best results for their skin. She suggests incorporating the EAS rule into your business – Evaluate, Advise and Support. This involves diagnosing the patient and thoroughly assessing their skincare needs, before recommending the right product for their specific concern and giving them professional advice, simple written information and ongoing skin management.

“By reframing the mindset of yourself and your team, you can help your patients achieve the very best outcomes and add an additional revenue stream to your practice,” says Vinson.

Getting your skincare shelves noticed

It’s all well and good to offer effective skincare, but if you don’t pay attention to merchandising, product display and promotion across all channels (in your consultation room, at the front desk, and online awareness and promotions, etc), your patients won’t be biting.

Display products in an eye-catching and pleasing manner in your clinic to generate interest, regularly change up the display and featured products, and also offer sample or travel sizes for your patients to try and take home or experience a new brand.

It’s also recommended to have an offering of several skincare brands, to ensure there is a right skincare fit for each of your patients and their unique needs. The initial cost of adding a new brand to your existing product selection is extremely low in comparison with bringing on a new piece of capital equipment.

Nothing is a better endorsement for your clinic than a patient with beautiful and healthy skin. The key is the right professionals delivering comprehensive skincare assessment and advice, backed up by best-in-class product ranges. AMP