The importance of the provider

Commoditization is one of the biggest risks facing today’s cosmetic physicians, according to Chicago-based facial plastic surgeon Steven Dayan, M.D.

Steven Dayan, M.D.“The more patients [and other] consumers hear and believe it is the product and not the provider that is key to the outcome, the less relevant the provider becomes. Look at laser hair removal and Lasik surgery - two markets devalued by commoditization,” says Dr. Dayan, a New York Times best-selling author, who presented “Advanced toxin and filler strategies to avoid commoditization,” during the 2017 Vegas Cosmetic Surgery and Aesthetic Dermatology meeting, in Las Vegas.

Discounting is at the root of this evil, according to Dr. Dayan.

“Once discounting starts, it is a fast race to the bottom,” he says. “And if we encourage patients to search providers by how much charged per unit or vile, rather than for a natural outcome, we will be only adding more wood to the incinerators of destruction. We will all force irrelevancy.”

It is in the best interests of individual aesthetic physicians, as well as for cosmetic medicine, in general, to educate patients about why it is important to see specific providers and not to shop by price.

The way to ensure loyal, committed and returning patients is to be creative in messaging that emphasizes, not only the possibilities of today’s treatments, but also why patients should go to a trained, experienced cosmetic provider or practice for their cosmetic concerns, according to Dr. Dayan.

Dr. Dayan offers these tips for colleagues:

• Know what makes a face natural appearing and why
• Emphasize natural outcomes, this is a perceived differentiator from “cheap” treatments.

• Use creative visuals to highlight your natural results
• Keep patients and consumers guessing about what was done.

• Offer combination therapies
• This allows a practice to offer a unique treatment at a unique price not available elsewhere.

• Brand an outcome
• Offer an outcome that cannot be obtained elsewhere, and be certain the brand contains three promises inherent and easily remembered.