The Aesthetic Guide

6 The Aesthetic Guide | November/December 2020 | www.theaestheticguide.com among females appears to be related to age as the proportion of the treatments grew with age. Among millennial females, buttock procedures were performed only in 22.1%, while women aged 40 and higher were above 38.2%. Safety and Patient Satisfaction In both practices, the patients were con- stantly monitored for adverse events or complications during the treatment and follow-up period. No adverse events/ complications or safety concerns were reported during the analyzed period in any of the two practices. Some patients reported mild muscle fatigue comparable with post-exercise soreness. The treatments were mostly perceived as tolerable and not painful, although some patients found the strong muscle contrac- tions slightly uncomfortable. The patients tolerated the 100% device intensity in 98% of cases. In the facial plastic surgery practice, the treatment was found efficient in 80% to 85%, with a satisfaction rate of 90%. As expected, there were a few patients who were dis- satisfied with the treatment outcomes. These patients were provided additional treatments and unlimited treatments at a discounted cost. After additional treatments, the patients were subsequently satisfied. In the medical spa, the treatments were considered highly efficient (90% to 95%), with high patient satisfaction of up to 90% to 95% of all cases. This can be documented by the fact that after the first procedure, many patients purchase multiple packages for additional body parts. For a few instances of dissatisfied patients, additional treatments, or an alternative treatment plan, was offered. No system malfunctions occurred in any of the practices. There were no hardware or software related issues that occurred despite the extensive use of the device. Commercial Analysis Facial Plastic Surgery The practice purchased a single Emsculpt device in August 2018 with the large applica- tors intended for abdominal and buttock treatments. In August 2019, the Emsculpt system was expanded by purchasing small applicators intended for the arms and calves. Small applicators increased the procedural portfolio, and since the purchase, the treat- ments performed monthly increased by 42.8%. In general, the device is offered as a muscle- building, non-invasive, safe and effective treatment with a welcome side effect – loss of unwanted fat. Due to the massive promotion of Emsculpt on a national level, the practice did not invest large amounts into marketing. Instead, it spent a small number of funds in a local print magazine and Facebook ads. The practice is also very active on social media such as Twitter, Instagram and Facebook, using them to promote the practice and the procedures. For patients who have already undergone the procedure, the practice offers a mem- bership that allows them to come in for maintenance treatments at a discounted price. This membership program increases patient satisfaction as the achieved results are preserved for a longer time and generate additional revenue for the practice. The main expenses related to the Emsculpt device are, therefore, leasing and replace- ment of expired applicators. An average treatment cost for a single treatment is $750. The overall expenses of the treat- ment, including staff’s time, office space and applicator replacement, make up to 30% of the treatment price. The remaining 70% represents a net profit. The capital investment on the device purchase was thus recovered within nine months. Medical Spa The practice purchased the device only with the large applicators for buttock and abdominal treatments in September 2018. Due to the high demand for the Emsculpt procedure, 399 treatments were per- formed during the first eight months. The treatment was promoted on social media, e-blast and PPC marketing. Over time, the HIFEM device became an important part of the practice portfolio. It is also offered in combination with radio- frequency and cryolipolysis based pro- cedures. To further enhance the interest in the treatments, a special offer such as “Get one free cycle of cryolipolysis with a series of four HIFEM treatments or two free cycles with a six treatment series” are being offered to the patients. Before and after treatment with Emsculpt Photos courtesy of David E. Kent, MD