Surgical Aesthetics

JAN-FEB 2014

For plastic surgery and cosmetic surgery trends, techniques and equipment, plastic and cosmetic surgeons turn to Surgical Aesthetics for the latest on breast augmentation, liposuction, rhinoplasty and more.

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Editors Note ihansen@creativeage.com • 603.354.3291 Evidence-Based Management Evidence-based medicine has become an increasingly hot topic in plastic surgery over the past decade. But evidencebased strategies are not restricted to the practice of medicine. For the owners of private medical practices and surgical centers, incorporating an evidence-based approach to practice management can also be advantageous. A 2009 article in the Harvard Business Review by Jeffrey Pfeffer and Robert Sutton of the Stanford Graduate School of Business encouraged business owners to create their own business evidence base by gathering information from a variety of sources, "including validated scientific research, anecdotal evidence and even personal experience." To help in these efforts, they offer the following four steps: • Demand evidence of efficacy every time a change is incorporated • Examine the logic behind proposed changes • Encourage experimentation to "test the viability of proposed strategies" • Reinforce continuous learning so managers have a growing body of knowledge on which to base their decisions Practice owners can employ these steps in a variety of ways, including tracking and quantifying marketing efforts to identify the most successful campaigns; attending conferences and providing continuing education to key employees; and soliciting input and ideas from staff members and colleagues. In this issue of Surgical Aesthetics, we provide information on a variety of topics for which the evidence base is currently growing. Converting prospective patients to paying ones can be challenging. On page 8, consultant Catherine Maley shares several strategies used by plastic surgeons to attract and convert consumers to loyal patients. The use of biologics in plastic surgery continues to grow. But with regulators maintaining a tight grip on the research and clinical use of autologous materials, it can be difficult to find solid information on effective applications and realistic outcomes. For "Patient, Heal Thyself" (page 18), writer Cindi Myers spoke with leading plastic surgeons, including members of the ASPS Task Force on Regenerative Medicine, to uncover what we really know about the efficacy and indications of materials such as fat, platelet-rich plasma and stem cells in plastic surgery. Staff members are key to a practice's success. Providing them with detailed job descriptions and protocols can help to reduce costly turnover and in-fighting, and maximize each employee's unique skills. On page 24, physicians share their strategies for creating and implementing these valuable management tools. If your practice has adopted an evidence-based approach to its operations— whether for marketing, employee management or training—we would very much like to hear about your successes and share them with our readers. Executive Editor/Associate Publisher 2 Surgical Aesthetics ❘ January/February 2014 Surgical Aesthetics Editorial Advisory Board Babak Azizzadeh, MD, FACS Assistant Clinical Professor, UCLA; Chairman and Director, CENTER for Advanced Facial Plastic Surgery, Beverly Hills, CA Sydney Coleman, MD Tribeca Plastic Surgery New York, NY Kamran Khoobehi, MD, FACS Clinical Professor of Surgery, Director of Aesthetic Surgery Training, Louisiana State University New Orleans, LA Catherine Maley Author and Founder of Cosmetic Image Marketing Sausalito, CA Steven J. Pearlman, MD, FACS Facial Plastic and Reconstructive Surgery New York, NY Robert Zubowski, MD The Robert Zubowski, MD, Center For Plastic and Reconstructive Surgery Paramus, NJ Lisa Zdinak, MD Chief Surgeon and Medical Director, Precision Aesthetics New York, NY

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