Noninvasive cosmetic procedures are gaining popularity over the last few years. Antiaging treatments and lasers have increased acceptance, and these include botulinum toxin shots, filler injections, nonsurgical face lifts, skin rejuvenation lasers, laser hair removal and other lasers required for skin problems. Dermatologists, because of their knowledge of skin, are in an ideal position to deliver esthetic care. However, while starting an esthetic clinic, there are several factors that should be kept in mind. Establishing a reputable, high quality esthetic center needs sufficient thought, planning, consumer and market research and of course, time and effort. The esthetic clinic now handles clients than patients. It has rightly been called that esthetic dermatology is “Desire dermatology than Disease dermatology”. This means that esthetic clinic handles a relatively healthy population and the focus is not necessarily to treat the sick, but making the well look and feel better. Since esthetic clinics are mostly run by dermatologists, they offer a range of skin as well as esthetic treatments, thus, combining disease treatments with desired procedures. Building of investment intensive esthetic practice requires more active approach than traditional expectant approach. Developing a marketing plan, acquiring and highlighting credentials, good and efficient staffing are prerequisites before you market the practice. External marketing in terms of advertisements, media PR, e-mails, SMS and regular mails, internet marketing and networking among physicians and community groups is essential. A good website with search engine optimizations, blogs and social media marketing are two essential aspects of internet marketing. Internal marketing is retaining old client, cross selling him newer treatment and making them happy to get a cross referral. This word of mouth by our treated happy patient is the most powerful tool of internal marketing. Good staffing, staff training, patient centric management policies make a cycle of happy employee handling a happy patient referring a friend.
