sourceAUTUMN 2007

RESTYLANE Lipp 0.5ml now available

RCN Forum launches new aesthetics diploma

Highlights from Perfect Sense l Refining communications

with your patients

l Chartering new waters with tear trough

Q-Med (UK) Ltd, 6th Floor, 10 Dean Farrar Street, London SW1H 0DX

Tel: 020 7976 3290 Fax: 020 7976 3299 E-mail: info.uk@q-med.com www.q-med.com

www.restylane.co.uk

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A full house at this year’s meeting

Aesthetic Medicine proud to launch industry awardsRecognising excellence and rewarding outstanding achievement is key to the growth and development of any industry, which is why the team behind Aesthetic Medicine magazine is excited to announce the launch of the first ever awards dedicated to medical aesthetics.

The Aesthetic Medicine Awards 2008 aims to celebrate both your own and your colleagues’ achievements within the area of medical aesthetics and will be presented at a glamorous gala dinner at the five star Royal Garden Hotel in Kensington, London on Saturday 9th February 2008. The awards will coincide with the weekend of the Aesthetic Medicine Conference and Exhibition being held at Olympia.

For this inaugural event 12 categories have been selected, acknowledging those who have gone that extra mile over the last year.

A resounding success for

Perfect SenseMore than 300 delegates attended the fifth RESTYLANE conference at the Royal College of Physicians in London, this year entitled Perfect Sense.

Chaired once again by Rajiv Grover, consultant plastic surgeon at the King Edward V11 Hospital in London and a leading member of BAAPS, the meeting was again heavily subscribed with people on a waiting list. And no wonder!

The meeting offered an excellent mix of world-class training and an unbeatable chance to network and catch up with old friends. The morning consisted of two entertaining and interactive sessions with Mark Jeffries where delegates gained real insights into the potential for improving marketing and communication skills. After lunch, clinicians, including a large contingent of dentists, caught up on the latest RESTYLANE clinical updates – while front of house staff enjoyed a separate session of their own.

A popular hot topics session with questions fired at the panel concluded the business – before a Champagne reception provided a final chance to mingle. Delegates also contributed to two charities: £5275 was donated to Operation Smile and £3211 to the charity Changing Faces.

Thanks to all of you who completed the evaluation questionnaire. We’re always keen to receive your feedback. We’re already planning content for next year’s meeting, so please be sure to fill in the questionnaire insert contained within this Autumn issue of SOURCE and return it to us using the FREEPOST address.

The panel during the ‘Hot Topics’ discussion

A chance to network at the Champagne receptionColette Skilling presents a cheque to Steve Crump from Operation Smile

1. Clinic of the year (Three rooms or fewer) 2. Clinic of the year (Four rooms or more) 3. Best customer experience 4. Best website for patients5. Training course of the year6. Association initiative of the year7. Equipment brand of the year8. Topical product of the year9. Injectable product of the year10. Best product innovation11. Best customer services by a manufacturer/

supplier12. Best marketing campaign by a manufacturer/

supplier

Bringing together a host of industry experts from a range of areas within the industry to judge the entries, a number of award categories will also be judged by Aesthetic Medicine readers, who will be able to vote online at www.aestheticmedicinemagazine.co.uk

For further information or to download an entry form, please visit the Aesthetic Medicine website above.

The deadline for entries is Friday 16th November 2007.

New Graduate Diploma in Aesthetics At its annual conference on 12th September the RCN Professional Forum for Nurses in Aesthetic Medicine, in partnership with the University of Greenwich, launched a Graduate Diploma in Aesthetic Practice.

Whilst it is acknowledged that practitioners working in this field bring a diverse range of knowledge, experience and expertise, there is no formal qualification in this specialist area of practice, and encouraging all practitioners to reach a standard of competency will undoubtedly improve the quality of care for patients.

The Graduate Diploma has been developed as a recognised qualification for practitioners working in this specialist area. The entry requirements for the award are flexible and facilitates the Accreditation of Prior Experiential Learning (APEL).

The qualification will be offered on line as well as in the classroom and follows a modular framework. Students can access course materials on line, via e-learning (virtual classrooms, chat rooms etc.) and at a time and place to suit their needs.

The development has been made possible by an educational grant from Q-MED, Colbar Lifescience (Johnson & Johnson) and Sanofi-Aventis. Although the course was initially developed for nurses, it will be available to all clinicians working in this speciality.

If you are interested in applying for the Graduate Diploma or require additional information, please contact Julie Payne, Programme Leader, on 020 8331 8618, email aesthetic@gre.ac.uk or visit the university website www.gre.ac.uk

Valerie Smith, Independent Sector Adviser, Royal College of Nursing

RESTYLANE Lipp 0.5 ml Available for Christmas Season RESTYLANE Lipp 0.5ml will be available to order from the first week of November supported by a package of promotional material including a patient leaflet, practitioner leaflet and injection DVD. We are also working on updating www.lipmasterclass.com so watch this space.

The new 0.5ml syringe gives:

l Cost effectiveness for your patients wanting a top up treatment

l Allows you to provide very subtle correction for the first time patient

l The perfect and unique product for contouring, particularly the vermillion border

Talk to your Territory Manager for more information.

‘The key is to think carefully about the

words you use. RESTYLANE ‘enhances’,

‘freshens’, ‘softens’, ‘rejuvenates’. But it

won’t make a middle-aged woman look like a teenager.’

What do you when a client asks for a cash discount or insists on a treatment simply because it’s cheap? These were just some of the dilemmas that RESTYLANE practitioners discussed at a lively interactive session conducted by communications consultant, Mark Jeffries.

The former stockbroker who is now a trusted adviser to some of the world’s largest corporations and senior political figures has built his reputation with a business philosophy of giving 100 per cent to the image you present in order to get the best reaction from clients.

‘Every day from the moment you get up, you are selling yourself,’ he told the meeting. ‘Whether you are walking into a room, discussing a treatment or sending an email, your image and how people perceive you is something you can and should manage.’

But if the patient should be the centre of your attention, it doesn’t mean that he or she is always right. Most aesthetic practitioners have to deal with patients with unrealistic expectations or who want treatments on the basis of price rather than quality. Defusing tricky situations is inevitably part of the job for aesthetic practitioners and front of house staff.

For a start, it’s not just people with body dysmorphia who have unrealistic expectations. ‘It’s quite common to expect too much – and it’s part of the job to manage these expectations,’ explained Jeffries. ‘You’re not going to turn Dot Cotton into Jennifer Aniston. So if that’s what your patient expects, you’ve got explain that won’t happen. After all, you want someone to be pleasantly surprised rather than disappointed that they haven’t got what they’ve paid for.

‘The key is to think carefully about the words you use. RESTYLANE ‘enhances’, ‘freshens’, ‘softens’, ‘rejuvenates’. But it won’t make a middle-aged woman look like a teenager.’

Being able to say no without being offensive is an essential skill. ‘You should be able to decline to provide a treatment and still be able to engender a long-term relationship built on mutual trust and understanding,’ said Jeffries. ‘Aesthetic treatments are expensive: but they are also value for money. Your patients are making an investment in their appearance and thereby their self esteem – in the same way as they might choose to invest in expensive clothes or cars. If you can’t give them exactly what they want, it’s best to send them away.’

Research proves effectiveness of RESTYLANE VitalLoss of elasticity in facial skin is one of the most noticeable signs of ageing. But nothing less drastic than a chemical peel has so far been available to combat the resulting sagging cheeks, Professor Dr Martina Kerscher, Chair of the Division of Cosmetic Sciences at the University of Hamburg told the meeting.

Now breakthrough research conducted by Dr Kerscher at Hamburg University has revealed a gentler but effective way forward using RESTYLANE Vital.

Treatment sessions involved a series of intra-dermal injections of RESTYLANE Vital into the lower part of the cheek over a period of three months. The result? High satisfaction rates among patients and a clinically significant improvement in the key biophysical parameters consistent with the visible signs of ageing.

Dr Kerscher, an international opinion leader in the field of dermatology, allergology and cosmetic sciences, carried out an evaluation of the impact of a mid-dermal micropuncture injections in 20 patients of an average age of 54.

Each patient had 25 punctual injections of RESTYLANE Vital intra-dermally into the lower part of each cheek, repeated at treatment sessions over a period three months. The skin’s

Rajiv Grover who chaired the session discussed his own experience. ‘I certainly don’t want to feel like a sales person,’ he explained. ‘That doesn’t mean to say I won’t give advice. But I treat my patient as if she was a relative, explaining the

risks and respecting her budget. I don’t want to tell them the right thing to do but I do say: If you were my wife or my mother, this is what I would advise.’

Judging by the enthusiastic applause at the end of the morning sessions, Mark Jeffries gave plenty of food for thought in his advice on perfecting communications with your patients. And how should you respond to a request for a cash discount? The best suggestion came from the audience: ‘Tell your client that your cash discount policy is the same as Waitrose’s’.

Mark Jeffries’ five top tips on ‘perfect sense’ etiquette

l Work on your own feel-good factor. Spend as much as you can on your appearance.

l Remember that even a tiny tip of the scales in your favour will put you that little bit ahead. The opposite is also true: do something slightly off-putting such a hanging on to a handshake for a few seconds too long or glancing even for a second at your blackberry or mobile during a consultation, and it will make a small contribution to a negative image that will eventually impact on your business.

l Listen attentively and recall what someone has said so that you can repeat it a little later on word for word. It is a wonderful positive step, making people feel that you have paid attention

l Make sure your emails are precise and grammatical and your compliment slips and envelopes look professional. Everything you send out from your office represents you and is a reflection of the service you provide.

l Don’t go into so much detail about a procedure that you forget important but obvious things. Does it hurt? Is it cold? It’s not about dumbing down. It’s about telling people essential details they need to know.

Communicating with your patients Mark Jeffries makes Perfect Sense

elasticity and surface morphology (roughness and size of pores) were assessed over a period of six months with a variety of measures including standardising photography and ultrasound.

As Dr Kerscher reported at the annual meeting of the American Academy of Dermatology in March 2007, the results showed that the dermal elasticity as shown by skin contour was significantly increased and skin surface roughness was decreased. The skin appeared healthier, smoother and overall revitalised.

As with all cosmetic procedures, it’s the degree of patient satisfaction that matters most, Dr Kerscher told the meeting. And with 85 per cent of patients reporting therapeutic success as either ‘good’ or ‘very good’ , NASHA (stabilized non-animal hyaluronic acid) treatment for skin elasticity appears to be a winner. ‘All our patients told us that their expectations were completely met and that’s very impressive,’ she said.

Mark Jeffries

Professor Dr Martina Kerscher

Clinical Management and Afternoon Round-Up

The future’s brightThe future of RESTYLANE products is at least as exciting as the story so far, Mr Grover told delegates in his summing up of the annual meeting.

RESTYLANE Sub-Q has already proved a huge success in restoring volume lost to the face as a result of the ageing process but it will soon be even more successful, he predicted.

‘Recent research has shown that the fat in the face is actually contained in specific compartments and these reduce in volume in a discreet fashion and in a different pattern between individuals,’ Mr Grover told the meeting. ‘RESTYLANE Sub-Q can be tailored to each person depending on the pattern of fat loss’.

For the more experienced injector, RESTYLANE Sub-Q will soon be able to be administered by sharp needle in addition to the cannulla which is good news for your cheek enhancement patients because you will be able to offer them a treatment with long term duration, well in excess of a year.

Perhaps the most exciting development for Q-Med came right at the end of the meeting. A natural extension of the current use of RESTYLANE is as a body-contouring product. Macrolane has received its CE mark and approval and will be officially launched in 2008. Trials are already underway to assess its use for breast shaping, Mr Grover explained, adding, with some reason: ‘a very exciting prospect for the future’.

Mr Rajiv Grover

Dr Tracy Mountford tended to use collagen for lip enhancement – until the arrival of RESTYLANE Lipp.

‘As someone whose aesthetic philosophy is that less is more, I used to feel that hyaluronic acid gels were slightly too obvious in the lips, slightly too contrived.’

She spelled out her conversion to RESTYLANE Lipp which she described as ‘a superb treatment which provides soft fullness to give a very natural looking and long-lasting lip enhancement’.

Lips are tricky to treat, Dr Mountford told the meeting. ‘It has to be said that lip enhancement hasn’t done much good for the reputation of the aesthetic industry in the past. Today patients and practitioners were united in a desire for no-hassle perfection.

Tear trough treatments that successfully rid patients of deeply unflattering dark shadows under the eyes are increasingly in demand. However, Mr Raman Malhotra, consultant ophthalmic and oculoplastic surgeon, Queen Victoria Hospital NHS Trust, East Grinstead told the meeting that their unpredictability should either inspire a commitment to advanced training or consider a specialist referral.

The treatment involves multiple micro- puncture injections of RESTYLANE Perlane into the top of the muscle over the cheekbone. Although a relatively simple procedure, it required sound knowledge and understanding of the area as the procedure was not without risk.

Dr Tracy Mountford

Leading consultant dermatologist, Dr Russell Emerson was persuasive in his recommendation of RESTYLANE Vital as the perfect gateway treatment for patients who are new to medical aesthetics – and who have spent years relying on expensive moisturising creams.

‘There are only two ways to restore the three-dimensional appearance in the face: either a face-lift that tightens the skin or a dermal filler that uniquely restores volume,’ Dr Emerson, consultant dermatologist and dermatological surgeon at Brighton and Sussex University Hospital NHS Trust and Hove Skin Clinic, told the meeting.

Research this year has proven that RESTYLANE is so much more than a dermal filler: it stimulates the production of collagen. Professor Martina Kerscher’s study proves that RESTYLANE Vital improves elasticity and skin smoothness. Best

described as moisturising from within in a way that creams may claim but cannot achieve.

His own practice at Hove Skin Clinic had expanded his patient base as a result of using RESTYLANE Vital, he explained. ‘It’s the instant impact of RESTYLANE Vital that creates the high level of patient satisfaction, whether they are having the treatment as a way of restoring vitality in the face, neck, chest and the back of the hands.

The impact of RESTYLANE Vital was underlined by cosmetic doctor, Dr Tracy Mountford. ‘At the Cosmetic Skin Clinic we have been using RESTYLANE Vital since it was launched and we have watched it boom stratospherically in our practice. It’s amazing.’

Careful patient assessment is essential to successful use, Dr Emerson explained, both in order to manage patient expectations to

Dr Russell Emerson injecting RESTYLANE Vital

‘Patients want to look as though they have been born with beautiful lips. They seek a natural lip enhancing treatment that will last for several months and not break down too soon. We want everyday, reliable and versatile treatments. We want satisfied patients and above all, we don’t want trouble.’

Switching to RESTYLANE Lipp had been a success and a survey of her patients proved the point.

Following the launch of RESTYLANE Lipp, Q-MED sounded-out patient views. ‘Out of 310 patients who changed to RESTYLANE Lipp, 97% were delighted with the results, 87% had a repeat lip enhancement and 96% said they would recommend it to friends. My patients are happy and return to me time and time again.’

The tear trough is a vascular area with great potential for bruising and the treatment results could be unpredictable. ‘There is a fine line between achieving the desired improvement and a patient who is unhappy because of overfill of the area.’ The learning curve for the tear trough treatment would take six to 12 months,’ he told the meeting. ‘If you can, you should try to affiliate yourself to someone who is going to be able to help and support you, ideally an ocular plastic surgeon. That is certainly the safest way to proceed.’

Potential treatment risks included blurred vision as well as transitory puffiness and it was probably worth providing an eye examination

Mr Raman Molhotra performs a tear trough procedure

ensure patient compliance over the treatment regimen comprising three treatment sessions. RESTYLANE Vital creates ‘very subtle changes in the neck that are difficult to catch in photography,’ he explained. ‘RESTYLANE Vital is also more successful in improving the appearance of the hands of younger patients. It is worth explaining this at the patient consultation.’

The skin health benefits of RESTYLANE Vital make it the perfect treatment to help patients to make the leap from cream to needle. Once they have seen the plumping and hydrating effects of RESTYLANE Vital in their hands or décolletage, patients really understand the benefits of RESTYLANE and how it works and more often than not they return to make enquiries about facial areas too.

RESTYLANE Vital – The perfect gateway

RESTYLANE Lipp – Why I made the switch

Dr Mountford said that a one size fits all approach was no use when everyone has different-shaped lips and a single shape is just not on any longer. RESTYLANE Lipp allows practitioners to take an artistic approach. ‘You can’t change a patient’s lip shape. We are not trying to rebuild someone’s lips: but if lips are thinning or there are lipstick lines or a downturn to the side, it is a wonderful treatment, one that changes the way people feel about themselves,’ she said.

RESTYLANE Tear Trough – Expanding your clinical expertise

before the treatment. ‘Keeping documentary records of any eye problems is certainly worthwhile and ideally, it would make sense to have an eye test as a baseline tool, ‘he told the meeting.