Piercing the Surface: Incorporating Aesthetic Injectables Into Your Vein Care Practice
by Sarah Spataro
We’ve all heard the phrase “build it and they will come,”popularized by the 1989 Kevin Costner film Field of Dreams.With Botox and other minimally invasive injectables, medical professionals exposed to this industry’s massive marketing efforts may believe an equally potent parallel is true: “offer it and they will come.” And the assumption is that patients will come again and again – once they see the deep furrows between their brows disappear, their crow’s feet diminish, and the horizontal creases across the forehead cease to ripple. Hyaluronic acid-based dermal fillers like Restylane and Juvederm have similar allure.
Adding non-invasive rejuvenation procedures can be a natural and lucrative extension to a vein care practice. But following the appropriate steps, educating yourself and your staff, studying the options on the market, and learning from the experience of seasoned doctors is always the best prescription for safely and intelligently offering something new to your patients.
The Facts
Clearly, the growth of this market cannot be ignored. The aesthetic market for botulinum toxins, namely Allergan’s Botox and its newly approved rival, Medicis’ Dysport, is estimated to be $300 million to $400 million annually. The market for Hyaluronic acid injections (Allergan’s Juvederm and Medicis’ Restylane and Perlane) is estimated to be between $200 million and $300 million. In addition, the American Society of Aesthetic Plastic Surgery (ASAPS) reports the following statistics for 2008:
- Botox injections were the leading non-invasive cosmetic procedure performed, at 2.4 million procedures.
- Hyaluronic acid injections (Restylane, Juvederm) came in at number three, at nearly 1.3 million procedures performed.
- Fifty-three percent of cosmetic procedures were performed in surgeon’s offices, the balance going to freestanding surgery centers (26%) and hospitals (19%).
- Since 1997, surgical procedures for women have increased by 104%, while non-surgical procedures have increased 233%.
- For men, the respective studies showed a 15% decrease in surgical rejuvenation, while non-surgical increased 239%. All signs point to the continued growth and popularity of these procedures. As a physician who is already performing minimally invasive services to patients with superficial venous disease, it is only natural to offer a broader range of rejuvenation services safely and conveniently in one place.
Begin with Education
According to Dr. Thomas Wright of the Laser Lipo & Vein Center in St. Peters, MO the first thing one should do is take a course on injection cosmetics. These are offered at industry conferences or can be located by contacting either Allergan or Medicis. In addition to total vein care, which Dr. Wright has practiced since 2007, his center offers tumescent liposuction, laser skin rejuvenation, and injection cosmetics. He has been administering Botox for nearly 10 years. He says, “For a phlebologist, the skill set is really already there. Learning to inject Botox or Restylane is probably easier for a phlebologist than learning sclerotherapy. That said, it takes some experience to work with the dosages and to refine your techniques into something more like an art form.”
Contact the Vendors
Allergan declined to give an open invitation to the phlebology specialty as a whole, but they did issue this statement to VEIN: “For physicians who are interested in learning to inject BOTOX Cosmetic and JUVÉDERM, or if they have any questions about the products or require product support, Allergan’s customer service department can assist. The number is 800-433-8871. Additional information for healthcare providers can be found on www.botoxcosmetic.com and www.juvederm.com.
Medicis asked physicians to visit www.restylaneusa.com, or call 877-520-0500. Dysport, just approved for aesthetic use in April (becoming Botox’ first real competitor) is not currently listed under their group of aesthetic products on their web site.
Build Your Business
Once you feel comfortable with the injection technique Dr. Wright suggests treating family members and staff at no cost for as long as it takes to feel fully confident with the products. From there, he says, you simply build the business like you would any other:
- Do any kind of marketing you feel necessary or beneficial to let your patients know you’re offering the new service(s).
- Offer incentives to encourage existing patients and gain new ones.
- Show genuine care and concern for the patient’s needs, and patiently answer their questions. Particularly questions regarding risks or recovery issues (droopy lids (ptosis), swelling, redness, bruising, etc.)
- Gradually build a sound base of satisfied customers and recurring revenue. Revenue, it is worth noting, that is unfettered by the administration of insurance claims. In sum, incorporating injectable cosmetics into your vein care practice is not an inherently complex endeavor. Of course, learning anything new, mastering any skill, or establishing a new market will require an investment of time and money.
But, held up against the substantial benefits you stand to gain both financially and in customer satisfaction, that investment is comparatively small. The only question you need to answer is, “is it a good fit for my practice?” If the answer is “yes,” then you are about to embark on a lucrative venture. Nearly four million people voted with their faces and their pocketbooks in 2008, and even more will follow suit this year: injectable rejuvenation is phenomenally popular, and it’s here to stay.