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When it comes to marketing commoditized, core aesthetic dermatology treatments, aesthetic providers have differing perspectives on the use of social media. Christopher Tomassian, MD, is a board-certified dermatologist specializing in lasers and medical dermatology with over 2.5 million followers on social media. As the founder of The Dermatology Collective (Glendora, Calif.), he utilizes the Lucent IPL, an intense pulsed light (IPL) system exclusively distributed by Powered by MRP (Park City, Utah), to offer a range of essential aesthetic treatments.
“The Lucent IPL is a core treatment that is offered at The Dermatology Collective,” Dr. Tomassian reported. “It is very easy to market via social media as it treats a broad range of skin issues, such as photo-aging, vascular lesions, pigmentation disorders and even active acne. It is suitable for a wider range of skin types, including those traditionally harder to treat with light-based therapies. Compared to other IPL systems, patients that I have treated with the Lucent IPL have achieved pronounced results with fewer sessions, thanks to its precision and power.”
As Dr. Tomassian explained, because Lucent IPL can treat many skin types and a wide variety of conditions, it is frequently discussed on social media. This system distinguishes itself from other IPL devices due to technology that allows for highly customizable settings such as adjustable wavelengths, pulse mode, pulse types and energy levels delivering treatments that can be tailored to specific skin types and concerns. “It also contains a toning mode that delivers ten micro-pulses in one pulse, which makes the treatment very comfortable for the patient while still delivering great outcomes,” Dr. Tomassian added.
Social media is considered one o
f the most cost-effective marketing strategies available to aesthetic providers. Through the proper channels, physicians can educate future patients and interact with them as they build relationships and trust. It can be used to inform patients of new treatments, offer insight about current treatments, highlight results and provide a low-cost avenue for patient acquisition.
“We educate our audience about IPL technology with real-life before and after images and patient testimonials to demonstrate its effectiveness across various skin types and conditions,” reported Dr. Tomassian. “We showcase common skin concerns treated with the Lucent such as rosacea, dark spots and photo-aging. I also like to explain to my patients my reasoning for moving away from my previous IPL; the Lucent has stronger power and enhanced results, which is important for patients that have previously had a bad result or no benefit with other IPL devices.”
Dr. Tomassian also shared that he makes it a point to educate his audience on the limitations of IPL, particularly when it comes to darker skin types, a detail that is often highlighted in responsible social media discussions. “Addressing both the positives and negatives of IPL creates trust with my audience and my patients,” he added.
Honesty and full disclosure of treatment photos shared on social media as well as patient education are important to build trust in aesthetic procedures and practices. With treatments that effectively address a wide array of skin concerns and patient demographics, the Lucent IPL is an ideal choice for aesthetic providers to showcase successful outcomes, demonstrate versatility and educate today’s sophisticated consumers.
