Aesthetic medicine, including botulinum toxins, dermal fillers and lights/lasers, is a natural addition for an eye care practice. After all, the use of clinical Botox was started by an ophthalmologist, and the majority of cosmetic injections of neurotoxins are around the eye. As far as lights and lasers, we as ophthalmologists have trained extensively on the use of lasers in the eye, so we already have a base knowledge of laser technology and physics.
Consideration of adding aesthetics into your practice should be taken seriously if you are passionate about this area of medicine. Given the vast competition amongst multiple specialties, setting up this part of a practice takes time and dedication. Make sure your staff is also eager for the addition. They are going to be the front line to the aesthetic patients.
The next is to learn. Knowledge is paramount. There are numerous courses—both didactic and hands on—for the practitioner to learn about aesthetics. Some courses are available at large conferences, while others are presented in small roundtable settings.
Additionally, large companies with an aesthetic focus such as Allergan, Merz and Galderma are excellent in helping the practice set up in-office, small group trainings. Once an account is set up with these companies, they will bring a trainer into your office to direct hands on skills exercises. Your colleagues also can be a source of training as many established aesthetic providers welcome observers. This is another educational avenue to explore.
Once you are ready to start, focus on marketing this part of your practice. Most patients will be unaware these services are offered at an eye care office. To promote your new aesthetic offerings use social media, pamphlets, posters, and video loops in your office waiting room. You also can provide patients with surveys while they are waiting, give talks at local events such as Junior League, women’s group lunches, and other events, and you can donate certificates for silent auctions to raise awareness and build support in your community.
Finally, be active in promoting your practice and your aesthetic specialties. I find it useful to hold promotional ‘Beauty Events’ every few months to recruit existing and new patients into the practice. Everyone loves a deal, and you will be surprised how many people will call to schedule.
Aesthetics adds to the package of comprehensive care for the ophthalmic patient. Many mainstream ophthalmology services such as LASIK and eyeglasses are already in the aesthetic realm. Why not expand the scope of your practice to address even more of your patients’ needs?