You bought a device. Now what?

Dr. Chilukuri

In his presentation at the recent Global Aesthetics conference in Miami, Florida, Suneel Chilukuri, M.D., Houston, Texas, answered a question many physicians ask themselves after buying a new device: Now what? 

The short answer: Dr. Chilukuri says it’s all about marketing.

“The interesting part is [figuring] out how you can market that device, [and] how you can bring it into your practice quite successfully,” he says.

Of course, first, “Choosing the right technology for an aesthetic medical practice can be a daunting task,” according to a blog by the experts at Acara Partners, an aesthetic medical consulting agency. “Acquiring the right technology and the right training for your team will help you stay one step ahead of trends and keep your clients happy and coming back for more.”

What is consistent regardless of what device is purchased, Dr. Chilukuri says, is education.

“At the end of the day, there’s nothing that changes what you need to do for education,” he says. “That [includes educating] your staff, [educating] your patients and brand awareness.”

First, he says, identify patients who would benefit from the device and include them in the conversation and implementation of the device. Those patients can become the technology's biggest supporters.

“We talk to patients we think would be fantastic candidates. From there, we bring them in, [and] we offer complimentary treatments,” Dr. Chilukuri says. “When they get great results, they’re going to help us with several ideas, one being social media [and] before and after photos.”

Related: Considerations for selecting laser technology

When deciding to buy a new device, establish a pressing need and research comparable practices for the devices they use in order to avoid unnecessary purchases, advise the Acara Partners in their post.

“It’s important to be aware of trends in the market, but if they aren’t relevant to your client base, you may end up buying a piece of equipment you don’t need,” they write. “Avoid costly mistakes by first investigating what your competitors are offering.”

Dermatology Times reported in a 2018 article that, “… it is important that dermatologists consider what particular devices fit into a specific practice and their capabilities. ‘It is great if you have a device that can address both clinical conditions and aesthetic conditions,’ Mark Nestor, M.D., Ph.D., of the Center for Clinical and Cosmetic Research in Aventura, Florida, said. Other considerations include the technology itself, consumables, the amount of space needed and cost.”

Dr. Nestor advised Dermatology Times readers last year of the importance of device section based on the individual practice and capabilities. “’It is great if you have a device that can address both clinical conditions and aesthetic conditions,” he said.’ Other considerations include the technology itself, consumables, the amount of space needed and cost.”

Finally, it’s all about the budget. Weigh the price of the device against the potential patients it would serve and the number of treatments it would take to pay it off. If it doesn’t line up, research whether there’s a device that would be better suited for your patients’ needs.

For Dr. Chilukuri, marketing the device correctly equals a painless integration into the practice.

From the broad stroke of overall education to fine tuning efforts for the individual “brand ambassador” patients, “I think [those are] some of the easiest ways to introduce a technology successfully,” he says.

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