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It is a highly competitive market. Working in the aesthetics and health area also requires enormous responsibility and commitment in terms of suitability and good practices. And in the one-on-one relationship with the patient, the professional’s dedication is total, with no room for carelessness. However, entrepreneurship in the aesthetic medicine industry is a business model that is growing and offers different alternatives. A possible path, yes, but also a rigorous one.
Dr. María Alejandra Vago, expert in facial aesthetic medicine, owner of her own clinic, teacher of the training team at Eimec and aesthetic medical referent of different centers in the cities of Barcelona and Buenos Aires, shares some of the main challenges that a professional who wishes to undertake in this field must face. “One of the main challenges is competition. There are more and more esthetic doctors, and not only doctors but also many health professionals -such as dentists or nurses- who are turning to this branch of esthetics. So standing out makes a fundamental difference,” says Vago, adding: ”It is also key to keep up to date, both in the latest treatment trends and in the incorporation of new technologies, which are increasingly present in this profession.
Continuous training, says Vago, is a key factor in boosting business and competing. “Those who are not trained are out of the race,” says Vago. “Another challenge, without a doubt, is the financial part, because the investment that must be made is really important, and financial management for physicians, or at least in my experience, was not easy. Learning to manage, administer, balance expenses and draw up a business plan,” he acknowledges.
–How do you take the first steps toward owning your own practice?
First I had to define the type of business I wanted, that is, if I wanted a large or small clinic. Then I decided how many people I wanted to work with, that I had one person in mind and that was it. And then I had to look for the most appropriate place to set up the practice. And yes, with my partner we checked all the areas and decided which one was the best to set up the office. And then we started with all the legal issues, the health permits. We got all the permits and we also had a marketing person to put together a strategy. And those were our first steps to open the practice.
What types of business models are there, and is there a more common way?
-There are several types of businesses. There are the franchises, where a professional can invest and have the backing of a company with a proven track record, which is something that can help overcome some of the difficulties that arise along the way, up to the hiring of personnel, since many franchises, for example, already have the personnel hired. Then there are the multidisciplinary centers, where there is an esthetic doctor, dermatologist, plastic surgeon, ophthalmologist and all the specialists in the different branches of medicine. There is also the coworking format, managed by a company and where a diverse group of esthetic doctors work, and each professional rents an office. And there are also private practices, which are one of the most frequent options.
-What are the criteria for a good choice of products?
-To make a good choice of products, it is important to know what type of certification each one has; whether it is FDA or European quality, and also to check if it has scientific articles that support the results of its application. Other important questions are related to the time that a certain product has been on the market, to know the experience of other colleagues who have used it and to certify the quality according to the type of laboratory. Several factors are involved in making a correct selection.
-How much does technology affect the success of treatments?
-Investing in good technology implies a really high budget. But it is something that has a direct impact on the success of the treatments performed in the clinic. Using state-of-the-art technology guarantees positive results. So it is an investment that pays off.
-What is the strategy to ensure that the patient’s visit is successful from the moment he/she enters the clinic until he/she leaves?
-It is key to have a protocol in place from the moment the patient walks through the door of a small center, a large clinic or a private practice. How the patient is going to be received, how the patient is going to enter the office, how the diagnosis is made and how the budget is reported. Everything. It is a circuit that has to be very well oiled. Because that is what will guarantee fluidity, comfort and trust.
