In his presentation at the recent Global Aesthetics conference in Miami, Florida, Suneel Chilukuri, M.D., Houston, Texas, answered a question many physicians ask themselves after buying a new device: Now what?
The short answer: Dr. Chilukuri says it’s all about marketing.
“The interesting part is [figuring] out how you can market that device, [and] how you can bring it into your practice quite successfully,” he says.
Of course, first, “Choosing the right technology for an aesthetic medical practice can be a daunting task,” according to a blog by the experts at Acara Partners, an aesthetic medical consulting agency. “Acquiring the right technology and the right training for your team will help you stay one step ahead of trends and keep your clients happy and coming back for more.”
What is consistent regardless of what device is purchased, Dr. Chilukuri says, is education.
“At the end of the day, there’s nothing that changes what you need to do for education,” he says. “That [includes educating] your staff, [educating] your patients and brand awareness.”
First, he says, identify patients who would benefit from the device and include them in the conversation and implementation of the device. Those patients can become the technology's biggest supporters.
“We talk to patients we think would be fantastic candidates. From there, we bring them in, [and] we offer complimentary treatments,” Dr. Chilukuri says. “When they get great results, they’re going to help us with several ideas, one being social media [and] before and after photos.”
When deciding to buy a new device, establish a pressing need and research comparable practices for the devices they use in order to avoid unnecessary purchases, advise the Acara Partners in their post.