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As the number of consumers desiring anti-aging treatments with less downtime rapidly grows, it seems technological advance-ments in energy-based aesthetic devices are being unveiled al-most daily. In response, practices increasingly realize they must embrace these less invasive or non-invasive energy-based sys-tems to meet the needs of this patient population. Recognizing a void in the market for these types of products at a lower price point, one prominent manufacturer has set itself apart by offering high-quality, clinically efficacious products at an affordable price.

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Capturing pe Gay Male Market THE Aesthetic Academy 2014

Global Aesthetic Tx Trends Winter 2013

Circulation 25,000 www.miinews.com

R esponding to the needs of medical aesthetic practitioners

faced with increasing competition and a deluge of new tech-

nologies, a world-class scientific faculty / board of advisors

has been formed to produce the ideal educational and entertaining

weekend experience February 15 - 16, 2014 in San Francisco, Calif. Calling upon the stellar track record of top U.S. specialists from plas-

tic

„-

surgery, cosmetic dermatology and medical practice management

- THE Aesthetic Academy (TAA) will address the pragmatic needs of

aspirational practices looking to excel in every way.

ONO

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74 THE Aesthetic Guide Winter 2013 www.miinews.com

THE Aesthetic Academy Trains Elite Certified Practices

By Jeff Frentzen, Executive Editor

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16.,. -41it

Jacqueline Catkin, M.D. Dermatologist Clinical Professor UCSF School of Medicine Sacramento, CA

Vic A. Narurkar, M.D., F.A.A.D. Ccsmetic Dermatologist Scn Francisco, CA

Alexander Z. Rivkin, M.D. Cosmetic Surgeon Westside Aesthetics Los Angeles, CA

Greg Washington President and CEO Patients Unlimited Marketing Consultants Gardena, CA

Rebecca Fitzgerald, M.D. Dermatologist Los Angeles, CA

James Newman, M.D., F.A.C.S. Plastic Surgeon Palo Alto, San Mateo and Half Moon Boy, CA

John Shieh, M.D. RejuvaYou South Pasadena, CA

William Philip Werschler, M.D., F.A.A.D., F.A.A.C.S. Dermatologist Scientific Chairman of THE Aesthetic Academy Seattle, WA

Corey S. Maas, M.D. Facial Plastic Surgeon Son Francisco, CA

Anil Rajani, M.D. RajaniMD Portland, OR

Jay A. Shorr Founder and Managing Partner The Best Medical Business Solutions Tamarac, FL

Under the leadership of Scientific Chairman William Philip Werschler, M.D., F.A.A.D., F.A.A.C.S., TAA 2014 will take place at the finest luxury hotel in San Francisco during the most romantic holiday weekend of the year, creating the per-fect combination of a high-impact CME program in a very attractive setting. "San Francisco is a perfect backdrop for this event," Dr. Werschler emphasized. "A lot of research in medical aesthetics is done in the Bay Area, and it is home to many excellent physicians who can benefit from attending this exceptional event."

TAA's intense content and deliberate configuration is cus-tomized to the demands of busy medical aesthetic businesses that need to get up to speed or remain at the forefront of the latest product and procedural innovations in the most efficient manner. Dr. Werschler's hand-selected, top-tier colleagues offer a wide-range of skillsets to deliver a well-balanced medical education program comprising the wish list of top-ics that participants have expressed via numerous surveys. As a result, the TAA, agenda prioritizes the optimization of

emerging injectables, technologies and anti-aging skincare formulations in an extremely interactive and practical way.

Vastly different than the previous TAA events held over the past four years, TAA San Francisco is a new concept which will expand upon the hands-on technical education and cutting edge scientific and technology insights obtained at THE Aesthetic ShowTM (www.aestheticshow.com ) — Medical Insight Inc.'s annual scientific meeting and trade show held at the Wynn Resort in Las Vegas. "TAA San Francisco brings together the same high-quality faculty and curriculum, which is state-of-the-art education in a format that fits well into a single weekend," Dr. Werschler stated. "We offer the con-tent and excitement of THE Aesthetic Show (TAS) in a more intimate, but no less informative and exciting forum." Rather than thousands of attendees over a period of four days at TAS, approximately 350 medical professionals will gather in San Francisco for an exceptional two-day program.

Along these lines, TAA's expert faculty plans to trans-fer their advanced knowledge to symposium participants

TAA Scientific Advisory Board

76 THE Aesthetic I side Winter 2 113 www.miinews.com

"Lectures will cover the

science of facial inject-

ables, a wide-range

of FDA approved

products, as well as

advanced applications

and techniques."

in a concise format, allowing for personalized interac-tion and immediate feedback. "Unlike the environment encountered at a larger meeting, TAA is condensed and focused, giving attendees more time to talk with the fac-ulty, network professionally and exchange ideas with colleagues. The focus is on what is important in terms of successfully establish-ing and maintaining an aesthetic practice, with an emphasis on the latest treatment techniques, prod-ucts and practice management tactics," noted Dr. Werschler.

On day one, two educational tracks will run concurrently, giving practices the opportunity to divide and conquer. Attendees can choose the Advanced Hands-On Injectable Training — Neuromodulator and Dermal Filler Techniques — Level III course; or acquire advanced practice management skills in the Certified Aesthetic Consultant certi-fication course. Each of these tracks has been thoroughly vetted by the TAA scientific faculty board of advisors to ensure the content is completely relevant to contemporary aesthetic practices.

Advanced Hands-On Injectables Training Featuring a line-up of high-profile luminaries, attendees

will receive instruction on the latest and most advanced injection techniques from expert instructors, such as Corey S. Maas, M.D., Vic A. Narurkar, M.D., F.A.A.D., James Newman, M.D., F.A.C.S., Jacqueline M. Calkin, M.D., Rebecca Fitzgerald, M.D., Alexander Rivkin, M.D., and Anil Rajani, M.D., among others.

Products and devices will be supplied by industry-leading manufacturers, consistent with CME and government regula-tions, all supervised by the board certified faculty members.

Complementing the hands-on training, Dr. Werschler and fellow instructors will also discuss next-generation neuromod-ulators and dermal fillers, increasing practice success with injectables, the advantages and disadvantages of commonly used dermal fillers (including off-label techniques), and the art of handling clinical complications.

"Lectures will cover the science of facial injectables, a wide-range of FDA approved products, as well as advanced

applications and techniques," explained faculty member Leann Griffin, R.N., CEO of Vixen Aesthetics in Utica, Mich. Live demonstrations will encompass non-surgical rhinoplas-ty, the liquid face-lift, temporal corrections and brow lifts

with dermal fillers, lip augmenta-tion, tear trough correction, neuro-modulators for hyperhidrosis, and much more.

Attendees will gain expertise in off-label techniques; explore new treatments to offer in their prac-tice and creative ways to build accretive revenue using add-on treatments; and become familiar with products they may not cur-rently use or are new to market. For instance, Dr. Narurkar will re-view the recently FDA approved hyaluronic acid (HA)-based volu-mizer Juvederm® VOLUMA® dur-ing this course.

"TAA offers an excellent and timely opportunity to learn the nu- ances of these injectables before

your competition down the street," Dr. Rivkin pointed out. "As well, practitioners will become well educated on the full potential of these products, ensuring that their outcomes are absolutely optimal."

In addition to understanding how to use these products ef-fectively, attendees will learn about the latest treatment trends in demand among patients. According to Dr. Rajani, who will present his approach to liquid face-lifts using BOTOX® Cosmetic and Dysport®, in combination with advanced der-mal fillers such as Juvederm, ArteFill®, Perlane®, Restylane®, and Radiesse®, "patients today want a rejuvenated, natural look that restores how they looked ten or twenty years ago."

Other discussions will touch on even newer approaches to non-surgical rejuvenation, such as the use of platelet-rich plasma (PRP) in combination with traditional fillers. "This is exactly where things are headed," Dr. Rajani noted. "PRP works nicely for patients who don't need a lot of volume and mainly want skin tightening, such as under the eye. There is a balance between tightening the skin, pigmentation under the eye and losing the fat beneath the eye. Since the skin in this area is very thin it is extremely difficult to hide any imperfections. Of course, fillers tend to draw water in, but

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THE Aesthetic Aca Elite Certified Practices

78 THE Aesthetic Guide Winter 2013 www.miinews.com

THE Aesthetic Aca • Elite Certified Practices

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PRP does not. That is the advantage of PRP — it achieves a more natural look."

Certified Aesthetic Consultant Certification — Level IV Business development is not limited to learning about the

newest clinical approaches, but includes the critical skills of practice management. Therefore, concurrent to the inject-able training course, the Certified Aesthetic Consultant (CAC) Fast Track Certification Level IV Program will guide physicians and office staff in gaining core competencies in areas that are vi-tal for long-term business success. As the only platform of its kind in the industry, the purpose of the CAC program is for the standard-ization, delivery and certification of expertise in the aesthetic field. To date over 800 students have earned this valuable certification.

TAA faculty includes experts in practice marketing, sales tech-niques, patient counseling and of-fice management. "The main focus and goal is to present ways to en-hance overall profitability through various integrated solutions that are conventional, unconventional and cutting edge," stated Jay A. Shorr, M.B.A., C.M.B.M., and CAC moderator.

Proven patient acquisition and retention strategies are also a priority subject, including how to manage successful Internet-based ad campaigns (with social media market-ing), methodologies to improve patient conversion rates and how to measure the success of "invertising" and ad-vertising activities in order to recruit and convert addi-tional patients.

"The CAC course, along with the outstanding talks of-fered at TAS and other TAA events, have been invaluable to my practice," said Alex Eshaghian, M.D., Ph.D., medical di-rector at AE Skin (Encino, Calif.), who, along with five of his staff, earned a CAC certification. "I learned about the busi-ness of medicine and how to successfully run my practice, which was never addressed in my medical training. One

of the most useful topics was on 'invertising,' or internal advertising. Through the CAC program and TAA, I learned ways in which to advertise to my existing patients to drive revenue instead of paying for external advertisements."

sales counseling skills for physicians dealing with a variety of customer

types, from the undecided patient to the VIP, unsatisfied and hard-to-upsell patient, and other common types; along with sophisticated fi-nancial strategies related to return on investment, cash flow manage-ment and protecting assets.

All of this dovetails into a course dealing with legal concerns and personnel-related issues, including motivational methods to improve team performance. Participants will have the opportunity, and are encouraged, to take an ex-amination at the conclusion of the day to receive their CAC Level IV certification.

"This customized curriculum is made to order for medical aesthet-ic practices in the current market environment," Mr. Shorr added. "I want attendees to walk away con-fident that the time and investment they put forward was worthwhile, and they can use this new-found and hard-won knowledge to in-crease their level of competency."

Live Demonstrations of Emerging Technologies During day two of TAA San Francisco 2014, attend-

ees will participate in a condensed general session that covers a variety of device-based treatment categories, ranging from advanced body shaping technologies to energy-based skin rejuvenation treatments. The next wave of anti-aging skincare products and pipeline products that will be commercialized in the U.S. over the next 18 months will also be addressed. As an example, a morn-ing session provides a comprehensive review of the new-est body shaping procedures and technologies, including a wide array of systems, such as: ACCUSCULPT, Apollo, Cellulaze, CelluSmooth, CoolSculpting, Exilis Elite, i-Lipo

Other sessions offer and office staff when

"The CAC course,

along with the outstand-

ing talks offered at TAS

and other TAA events,

have been invaluable to

my practice. I learned

about the business of

medicine and how to

successfully run my

practice, which was

never addressed in my

medical training."

80 THE Aesthetic Guide Winter 2013 www.miinews.com

Xcell, JuvaShape, Liposonix, Reaction, SlimLipo, Smartlipo, Thermage CPT, ThermiRF, truSculpt, Vanquish, VASERIipo, VASERshape, VelaShape III and ZWave.

Rounding out Sunday is a session on the many catego-ries of skincare and cosmeceutical products, including their formulations and active in-gredients. Topics will focus on how to successfully match your patients with the best skincare regimens; understanding growth factors, retinoids and DNA repair innovations; the science of treat-ing acne, rosacea and hyperpig-mentation; and the art of running a profitable product dispensing center in your office.

Attendees will also increase their knowledge of how dermal fillers, neurotoxins, minimally in-vasive and totally non-surgical treatments are being used in combination. "My approach is to volumize the face first and then tighten with energy-based devic- es if I need to," stated Dr. Rajani. "Ultimately, the patient should leave the office with a 'wow' effect. These days, people can't take time off of work so fractionated radio-frequency technology has really caught my eye. You can treat all skin types, achieving great results with minimal downtime and virtually no side effects. Adopting these new approaches is important to do correctly, and they help drive my practice growth."

As an additional benefit, TAA has worked closely with the sponsoring manufacturers to create a unique product demonstration and technical evaluation setting where at-tendees can review each device, product or service and compare it to others. Consultation in this "technical shop-ping" venue will be provided by TAA faculty members via scheduled appointments. While this direct support for aesthetic customers has never been offered by medical societies or within the industry, TAA will provide it as a value-added service that is absolutely needed to assist aesthetic practices with purchasing decisions.

Even as attendees view the latest products and technolo-gies firsthand and learn new clinical and business-related approaches, TAA also infuses a "fun factor" that is com-pletely missing from any other regional meeting. "We make

the event as informative as possible, but also as entertain-ing as possible," noted Dr. Werschler.

To that end, all attendees are automatically entered to win $200,000 in prizes, which not only include product giveaways, free hotel stays and trips to beautiful locations,

but also several Hollywood-style Aesthetic TV® (www.AestheticTV. com) webisodes valued at $10,000 each. This proven mar-keting and public relations tool will elevate any practice above its competition.

Aesthetic TV Media Training Aesthetic TV has also partnered

with TAA to deliver exclusive TV production services to interested attendees. Pre-scheduled studio time is available to any aesthetic practice that would like media training and filming of their own custom-scripted practice promo-tional video using a high-end Hollywood television director, writer, producer and crew. Patient

models and professional TV talent can be arranged on de-mand, but studio time must be booked in advance.

Designed by an A-list team of more than 20 very suc-cessful medical aesthetic practice leaders, this highly fo-cused weekend symposium provides the overall value of combined clinical sessions, live demonstrations / hands-on workshops, as well as practice management training for physicians and key staff.

"There are techniques and tactics which are proven to work via many years of refinement, concluded Dr. Rivkin. "TAA features an elite faculty sharing their invaluable knowledge with other highly motivated practitioners who want to excel and stay ahead of the game." ■

"TAA features an elite faculty sharing their

invaluable knowledge with other highly moti-

vated practitioners who want to excel and stay ahead of the game."

82 THE Aesthetic Guide Winter 2013 www.mitnews.coin