The quote, “The health of our skin reflects the overall health of our body both inside and out”, though it may not have a definitive source, is a common sentiment in the field of medical aesthetics and may have been said by a variety of experts. This quote highlights the idea that the condition of our skin is closely tied to our overall health. The patient quest to demonstrate their “healthiness” has driven the exponential growth in the medical aesthetic market over the last 20 years.
Many companies are now using enhancements to skin health as a way of promoting products to practitioners and consumers and certainly shifting a clinic’s focus to skin health, rather than just treatments that benefit the business in terms of commercial as well as patient outcomes.
Skin health refers to the overall well-being and appearance of the skin. It encompasses various aspects such as hydration, nourishment, protection from harmful external factors and the absence of skin conditions such as acne, rashes or infections. Healthy skin is not only essential for physical appearance but may also have a significant impact on one’s emotional and mental well-being.
Skin health also forms the foundation for many aesthetic procedures. The overall condition of the skin, including factors such as hydration, texture and tone, greatly affects the outcome of aesthetic treatments. For example, if the skin is dehydrated or has underlying conditions, it may not respond as well to procedures such as radiofrequency, laser treatments, chemical peels or injectables. In addition, unhealthy or damaged skin can be more prone to complications, such as infections or scarring, following aesthetic treatments and may take longer to recover.
Healthier skin is perceived to appear more youthful and vibrant. According to “A Global study on the Perception of Skin Ageing”, published in the Journal of the European Academy of Dermatology and Venereology, which surveyed over 10,000 individuals from around the world, and found that the most commonly reported signs of ageing were fine lines and wrinkles, followed by dull skin tone and age spots. These findings were also supported by an article in the Journal of Drugs in Dermatology, “The Prevalence of Ageing Skin Concerns in the United States: Results from a National Survey”. This surveyed 2,000 adults and the most commonly reported sign of ageing were fine lines and wrinkles followed by age spots, dry skin and loss of elasticity.
We already have many treatments in our armoury that can tackle all these indicators of ageing skin, but how many clinics actually focus on incorporating them into a general skin health programme rather than just selling them as treatments? If you are doing well, why should you? Well, in an article in the Journal of Clinical and Aesthetic Dermatology titled “The benefits of Focusing on Skin Health in Aesthetic practices”, skin health focussed practices can see a 15-20% increase in revenue compared to practices that only offer aesthetic procedures. In addition, patient satisfaction and retention levels were all increased.
So how do you do this?
The first step to improving skin health is to understand the current state of the skin and identify any underlying conditions. Perform full evaluations where hydration levels, skin texture, pigmentation, redness and oil production are all addressed and explained to the patient.
Personalised skincare regimes should follow this before any treatments as this will prepare the skin enabling it to respond better, giving improved outcomes. The regime should help address any specific concerns such as hydration, pigmentation or acne and be able to be used throughout any treatments that follow. At this point, you may want to check that your skincare line is unavailable on the internet as you may find you do a great job of the consultation process and supporting your patient’s skin, but the revenue may go elsewhere if it is readily available online! Patients returning to your clinic to buy more products is an opportunity to review, photograph and make any required changes to their regime.
Treatments should then be added to support what you have achieved. Treatments that offer solutions to multiple ageing concerns simultaneously will be referred to in the current economic climate – remember, fine lines and wrinkles, age spots, and even tone and vibrancy were top of the list for signs of ageing.
Patients’ availability, budget, timelines and downtime also need to be factored in here. From a commercial point of view, the increasing costs of consumables, either real or genuine, need to be considered with your programme offering.
Finally, lifestyle management advice should be offered (gently). Drinking plenty of water, having a balanced diet and avoiding UV and blue light exposure, along with patient education regarding maintenance treatments and homecare support should be provided.
By combining these methods, medical aesthetic clinics can help improve skin health and provide a foundation for safer and more effective aesthetic procedures. The ultimate goal is to help patients achieve clear, radiant, healthy skin they feel confident and proud of while encouraging them to come back and act as an advocate for your business.
