Page 6 - FACETHETICS

SETTING UP AN AESTHETIC PRACTICE

DR APRATIM GOEL MD, DNB

CONSULTANT DERMATOLOGIST

Even in today’s condition of economic recession, cosmetology is on the rise - especially the non invasive part of cosmetic
medicine. This is now more of a multi-diciplinary interest with plastic surgeons, maxillofacial surgeons, etc getting involved.
The reason is simple. There is an ever increasing demand for looking good and enhancing looks. So whatever happens,
even in times to come, the cosmetic services would be always in demand. And since there is a cosmetic boom, we also
expect more and more research and technology in this specialty. So it is attractive as well as lucrative for professionals to
think of getting into the cosmetic and aesthetic practice.

For a beginner, it is often confusing how and where to start with so many questions running across the mind. The main
requirements for setting up a cosmetic clinic are as follows:

Investment The capital needed to start the business depends on the

type, quality and choice of the cosmetic setup, rent and utility deposits,

fixtures, opening inventory and equipment that one intends to use. It is

important to assess the surroundings, who the potential competitors Clinic Equipment The equipment you buy will depend on the

are, what they offer and what you intend to offer. It makes sense to have services you plan to offer. Some of the basic equipment you

a business plan of the investments, the expenditure and the income. need to purchase includes dental chair for lasers and minor

procedures, trolleys and microdermabrasion machine, basic

Space Depending on the type of your operations and the place, you may beauty studio with steam, high frequency ultrasound and

need space anywhere from 500 to 2,500 square feet. Considering the galvanic facilities. Other equipment you may need include skin

high rental cost in metro cities, a space of 800-1000 sq ft would be good analysis system, a sterilizer, disposable towels, gowns, hair

for a start up. bands etc. and other body/skin care

instruments. When you think of investing in

Location is critical to the success of your business. Choose 'I never dreamed lasers, laser hair removal is always the first
a location that is strategically situated in one of the prime about success, laser you decide to buy. Second in order is
areas or a prominent mall. It should be preferably close to a I worked for it' usually a technology for acne scars or
prominent landmark like a bank, temple, Police Station, pigmentation-the second commonest

famous building etc. so that it becomes easy for your clients - Estee Lauder indication seen in an aesthetic practice.
to locate.

Marketing A very important part of any

Team The personnel you need to hire will depend on the services that business and visibility is of paramount importance. Remember

your clinic will offer. Typically, a laser and cosmetic centre will require a this is a practice where you are not dependent on referrals from

team leader as a manager, well groomed receptionist, consulting other doctors. Just market yourself on your own through

doctors, therapists to carry on the treatments and helpers. The assistant newspapers, inserts, write ups, radio, Television, pamphlets,

doctors would be required depending on the type of services performed. Signage at prominent visible places in town, by giving talks at

There is a strong need for a counseller and a PR person for in-house clubs and social gatherings. A well designed website is another

promotion of procedures or treatments. Make it a point to hire qualified strong tool for powerful marketing. Computer maintenance of

and trained personnel. The cosmetic procedures performed by patient records through a good EMR will be a worth while

untrained personnel can be dangerous and detrimental to the practice. investment.

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