Any plastic surgeon knows that their field is one of the most competitive practices in the medical discipline. In a typical year, hundreds of aspiring surgeons compete for residency positions that can accommodate fewer than half of them.
Once someone has joined the prestigious ranks of plastic surgeons, where they choose to practice is no less competitive. The most desirable markets will attract the world’s best and brightest doctors, and for plastic surgeons, the most attractive city in which to practice is Dubai. According to CNN, the Emirate is “the world’s plastic surgery hub.”
The highly competitive plastic surgery environment in Dubai requires innovative approaches to attracting new patients. In order to stay on top of everybody else, plastic surgeons will have to implement innovative healthcare solutions and take advantage of new technologies. Here are 4 ways to compete with the rest by staying competitive:
Keep Your Staff Happy
In a hyper-competitive environment, top-notch staff is crucial. So, before you can make your clients happy, focus on staff retention. Adora’s innovative healthcare solutions won’t just impress clients by providing the ultimate in patient care. Unique technologies will motivate top professionals by providing a great work environment.
Workplace stress, and the burnout it creates, is the single biggest threat to a functional and harmonious staff. Since famous surgeons are such a competitive advantage for the clinics, your staff is a decisive asset. Ensure that sure your equipment makes their jobs as easy as possible.
Cater to Male Business Professionals
Speaking of competitive, the biggest boom in the plastic surgery field in the last few years has been for professional men. According to a report published this month in Business Insider, “there’s been a huge boom is men’s aesthetic surgery,” with cosmetic procedures for men increasing by 106% between 1997 and 2006. In addition to looking good, these thousands of men are trying to give themselves a competitive advantage in the field of business.
Many of the clinics serving these men have figured out that the average CEO or board member looks for the same thing. The career-minded patient generally goes in for some wrinkle reduction, a necklift, and possibly some liposculpture. In order to capture a segment of this growing market, prepare packages of procedures to let these prospective customers know that you understand their needs.
The market is only going to get bigger, too. As a piece for US News & World Report stated, while today these procedures are common for go-getters in business, tomorrow it “will even be a routine procedure for college grads.”
Stay Ahead of the Curve with Lasers
According to the Hollywood Reporter, before Vogue or Vanity Fair shoot their glamorous covers, their featured stars get a very light micro-dermabrasion and toning treatment by laser. The procedure is easy, unobtrusive, and light enough that anyone can get it mere hours before a shoot for flawless skin.
A laser procedure is an effective but light touch that every clinic should have, but many still don’t. Since a laser procedure is less invasive than traditional plastic surgery, according to Medicine Net, there is less regulation. Consequently, the best way to get ahead in this field is expertise and word-of-mouth.
Your clinic should have at least one laser specialist, and if he or she is up to the highest professional standards and properly marketed as such, you will have an edge over other clinics. Just think—clinics without these services have to ask multi-day recovery periods from their clients. Those looking for short recovery times will come to you.
Prepare for a Demographically Diverse Clientéle
While businessmen are the big new growth sector for the plastic surgery industry, they’re not the only unexpected demographic taking advantage of advances in the surgical field. Not only are beauty-seekers skewing younger, they’re also skewing older.
As a medical industry newsletter explained in a 2015 Trends piece, “70 is the new 50, [and] it is increasingly common for women and men in their 60s and 70s to seek out the expertise of facial plastic surgeons.” If both recent college grads and septuagenarians are taking advantage of advances in the medical field, it points to one thing—a universalization of plastic surgery.
No longer will cosmetic procedures be the domain of a few demographics. In order to stay ahead of the competition and grab your share of an emerging market, members of your clinic should be ready and able to speak to the concerns of countless groups of people. For instance, millennials typically opt for the same sets of cosmetic procedures, and for similar reasons. Is your staff conversant in the unique set of needs this age group will have when entering your clinic? This is the sort of knowledge that will give you an advantage over the competition in a crowded field.
As you can see, some of the biggest shifts in plastic surgery are both technological and cultural. A clinic must also know who are tomorrow’s clients, so that they can be ready to overtake the competition.
Has your clinic seen these demographic shifts yet? Let us know in the comments below.