Business photo


We can all agree that the past 2.5 years have had an indelible impact on medical and cosmetic dermatology as well as plastic surgery. The upside is that aesthetic practices, clinics and medspas seem to have rebounded even better than expected. Today many aesthetic practitioners report being busier than ever (and the professional academy and society statistics show a dramatic increase in patient demand).

Let’s take a closer look at the new ways to practice that are here to stay, so if you’re not on board yet, there is no better time than right NOW to get going.

Here to stay: Telemedicine for all specialties

Telemedicine started gaining traction pre-COVID, but the pandemic shifted remote-based medicine into overdrive. Consults, follow-ups and providing patients with pre- and post-treatment instructions all went virtual—and in many cases, medical dermatologists are able to accurately diagnose and treat patients without ever seeing them face-to-face. (Obviously cosmetic treatments still need to be performed in-office.) Practices and patients aren’t the only ones adapting to this new medical interface, as insurers and even hospitals are on-board as well.

Advances in telemedicine (especially in the arena of HIPAA) presents an opportunity to transition to a virtual-first model, or simply give patients a choice. Although it’s up to the dermatologist or physician extender to determine if a patient needs to be seen in-person (and if so, how soon), non-urgent care can generally be scheduled for a live visit, while management for a chronic skin condition can rely on virtual care.

The growing availability of telemedicine also gives patients more options, which providers need to recognize. If you do not offer the flexible, time-saving benefits of telemedicine, your patient may seek another provider who does. Patients are embracing technology and are looking to enhance their medical experience with modern, efficient, more convenient treatment options. Digital-based services benefit practices as well. For example, text-based appointment confirmations and online bill-payment options can significantly reduce staff burden and increase efficiency. However, it’s important to keep your patient demographic in mind. More mature patients still prefer in-person visits and using the telephone to make appointments or ask questions. That’s why a hybrid model of virtual and live visits can benefit both patients and the practice alike.

Here to stay: Voice and visual search

“Alexa, I need Botox near me…” As crazy as this request may sound, it’s happening—and you may want to incorporate this emerging form of communication into your practice sooner rather than later. Patients may consider this option as “nice to have” now, but it’s sure to become a “must have” at some point down the line. From what we’re already seeing at the earliest stage of this technology, these models can help drive practice growth, increase revenue and streamline the patient journey.

Artificial intelligence has already proven to have a significant impact on how consumers search and shop for all kinds of services—and it is poised to offer new and improved ways of connecting and engaging with current patients while attracting new ones. This technology isn’t just for “techies,” and its presence is growing exponentially in our day-to-day lives. Why not use it to capture and convert prospective patients?

Here to Stay: Sensible Content Strategy

Facebook, Twitter, Instagram, Reels, Stories, TikTok, YouTube, you name it… Yes, distributing, sharing and managing content (while monitoring comments) can be a full-time job. Figuring out what to post where and when can be a challenge so you need to get a strategy that sets rules for selecting the best content for each channel, and your top-performing content can be an asset for all platforms.
For example, a great video of a treatment in-progress can be used on Instagram and then uploaded to YouTube. You can also repost this video at a later date with a hashtag such as #throwbackthursday. An article about your latest product or research can be adapted for a blog and social media posts that link to the original story source. Be sure to consider the audience on each of your social media channels. Facebook allows for more text, Instagram relies more on images, LinkedIn speaks to colleagues, vendors and industry professionals; and TikTok is all about short, engaging video tidbits.