More and more consumers are seeking services like deep chemical peels, laser treatments and dermal fillers, which cannot be performed without the aid of a physician. Savvy spas and independent estheticians are responding by giving them what they want-complete care, pre- and post-operative. And while it's conventional for physicians to offer esthetics services, working out of either their own private practices or spa locations, it's less common to find individual estheticians linked with physicians. But the medispa field is experiencing unprecedented growth-so partnering with a physician is a great way to offer added value for your clients and build your business with referrals.
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It doesn't matter whether you're a spa employee or an independent contractor, the process of aligning your practice with a physician begins with a comprehensive medical education. "Estheticians must understand medical termi- nology, all pre- and post-operative procedures and the scientific facts about skin disorders. That's why medical esthetics education matters most," says Christian Jurist, M.D., clinical educational director for Medicalia and a specialist in esthetic medicine.
Once you have sound medical knowledge under your belt, the next step gets you down to business. “An intricate understanding of privacy laws is critical since setting up cross- referrals can be complex," warns Susanne S. Warfield, president and CEO of Paramedical Consulting, Inc. based in Glen Rock, New Jersey. "The biggest problem I see is estheticians making referrals and never seeing the client again."
Consulting an attorney is an important part of the process. According to Warfield, everything must be in writing. She also cautions that absolutely no money can change hands between the referring partners. "Major mistakes include miscommunication, differences in patient-management and patient-care, and product recommendations."
Furthermore, employees may not make cross-referrals without involving their employer because the businesses' clients and liability are affected. "Your clients are your employer's clients, and employers are liable for everything. If you recommend a physician and something goes wrong, everyone down the line can be sued," says Sylvie Archenault, Comite International d' Esthetique et de Cosmetologie diplomate, president and founder of Sylvie's Salon and Body Care, and president. of Chatsworth, California-based Sonage. ..
Ready to find your M.D. match? We answer some frequently asked questions:
How do I find the right medical professionals?
Archenault recommends surveying your clients about medical procedures they have had and the professionals who performed them. Be on the lookout for two or three nearby physicians whose names come up several times. Call their offices and find out if they already offer esthetic services or skin care products. If they do, they are not potential partners.
Should I work with more than one physician?
Yes, it will protect you and your business. "Choosing two or three doctors is a must," says Archenault. "But remem- ber, don't literally recommend them. Instead, give your clients the names of three physicians or dermatologists who have proven track records."
What should I do next?
If you are an employee, tell your employer you want to approach physicians for marketing and cross-referral pur- poses. Ask your employer to write a letter giving you per- mission, and place a copy,in your file. If you are an inde- pendent contractor, you can contact physicians yoursel£
How should I approach physicians?
Call or send a letter suggesting you meet to discuss the possibility of cross-referrals. Include information on your background, relevant experience, education and the services you provide without mentioning "certifications" that have no validity to a physician. Focus on your esthetics license and what you offer. However, if you are an employee, your employer should initiate contact.
What can 1expect during the meeting?
Be prepared to be interviewed and to interview the physician. You should speak directly-be clear-cut in discus- sion and professional. Discuss policies, patient-care philosophy and manner in which treatments are per- formed, as well as management practices and product usage. Demonstrate you clearly understand medical jargon and patient confidentiality rules. It may take several discussions before you come to an agreement, which should include how referrals will be conducted, how clients are tracked and how frequently you and the physician communicate-which is usually once per month.
How do reciprocal referrals work?
In a simple referral arrangement, you suggest physicians and they refer clients to you. A written agreement details how clients are tracked, as well as the details pertinent to maintaining records and complementing one another's services. Independents can work on-site; spa owners can arrange for the physician to come into the spa, which is much more complex. "Remember, money can't change hands, but physicians can offer you a discount in return for referrals," says Jurist, noting it's also a good idea for estheticians to ask to be trained by the physician since each work environment is unique. |
