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The idea that people can go to a doctor’s office, pay a fee, lie on a table and have fat removed from their bodies, without any type of surgical incision, once seemed the domain of science fiction novels and teenage dreams. But questions remain: Do these noninvasive body contouring devices really deliver on the promise of nonsurgical weight loss? And which patients are buying?
The idea that people can go to a doctor’s office, pay a fee, lie on a table and have fat removed from their bodies, without any type of surgical incision, once seemed the domain of science fiction novels and teenage dreams. But questions remain: Do these noninvasive body contouring devices really deliver on the promise of nonsurgical weight loss? And which patients are buying?
Though noninvasive body contouring appeals to patients who desire a slimmer figure, it is not a substitute for liposuction. In May 2011, Clinics in Plastic Surgery published a review of radiofrequency (RF), Cryolipolysis and low-level laser-based devicesl. The study found that the average noninvasive body contouring patient experienced a 2cm to 4cm reduction in circumference in the treated area. Additionally, the study noted that the best candidates for noninvasive body contouring were those patients who were determined not to have surgery and who would be happy with even small improvements.
Fat Removal Options
Cryolipolysis and ultrasound are the only two technologies currently approved for permanent fat reduction as opposed to circumferential reduction. Cryolipolysis uses cold to destroy fat cells while leaving the surrounding tissue intact. It is employed in Zeltiq’s CoolSculpting, the first device to receive FDA approval for non-surgical fat reduction, and it offers practices an attractive business model. The device can be operated by non-medical professionals and does not require a technician in the room to deliver treatment. Typically, a patient has an initial consult, which may be with the doctor or with an aesthetic consultant. The technician attaches the handpiece to the problem area, and the patient relaxes while the machine does the work.
Ultrasound-based devices, do require an operator to deliver the treatment. This hands-on approach is a plus for some practitioners.
Circumferential Reduction
While the above technologies destroy fat cells outright, there are other noninvasive body shaping devices that reduce circumference by tightening skin in the area and shrinking the fat cells.
RF-based devices administer intense bursts of heat to tighten the skin. This therapy also reduces the size of fat cells and encourages lymphatic drainage and collagen formation.
Is It Right for Your Practice?
When investigating equipment options, there are two issues at stake. The first is to determine whether these treatments are a good fit for your existing patient base. While noninvasive body contouring can be a profitable addition to many practices, it’s not for everyone. “If your practice is primarily medical or surgical, it probably doesn’t make sense for you to invest in this equipment,” says Dr. Nikolaidis. “The investment can be substantial—$80,000 to $100,000, plus the disposable costs.”
If you have a general practice or a regular dermatological practice, there might not be enough demand in your patient population. Someone that buys the machine solely as a money-maker for a practice that doesn’t already have an aesthetic base would have to put a lot of effort into marketing and essentially transform the nature of the practice.
Even existing aesthetic practices benefit from testing the waters prior to making a large investment. “I’d suggest doctors send a survey to their top 50 cosmetic patients and ask if this is something that interests them,” says Dr. Downie. She also suggests giving discounts to the first patients to build testimonials and encourage word-of-mouth marketing.
All of the doctors surveyed have information about noninvasive body contouring on their websites and keep brochures in the waiting room, but they all agree their best marketing tool is word-of-mouth referrals from other patients.
2013 by iBeautymachine.com
