As plastic surgical skin care specialists, and therefore experts in corrective and rejuvenation therapies for the skin, our practice philosophy should be to meet the needs and the demands of our patients, and therefore make a difference.  Understanding that providing our services and products are part of the larger practice picture compels us to accomplish the therapeutic responsibilities of this role.  Not everyone approaches selling and making recommendations for products or services in the same comfortable mode.  Ethically introducing new options to an existing program makes some uneasy.  Our need to not seem pushy or aggressive ought not to preclude us from ensuring positive outcomes for our patients.  So, what's stopping you?  The following suggestions may make those product introductions more effective and help to develop your comfort zone. 

Develop Confidence with Your Expertise

Your professional demeanor should exude your adeptness and your passion for treating the skin.  The patients seeking services in the plastic surgical office have high expectations of those rendering their care.  Your knowledge and professional conduct will create an atmosphere for trust and promote their willingness to comply.  You are the expert!  Patients are willing to pay a premium for care that is conscientious and genuine.  They await your suggestions and advice. 

Stress the Complexity of the Integumentary System

"Can't I just use one thing?"  For patients who have little experience with the use of skin care products, the introduction of a twice-daily routine can seem arduous and often confusing.  This presents an opportunity for you to shine.  Explain your expertise with the challenges of skin care management.  Spell out the many factors that affect skin health.  Create a checklist of lifestyle and dietary habits, environmental factors, and health conditions that may be enemies of the skin.  Share this information and use scientific rationale for explanations. 

Assure Affordability

Don't worry that your practice's patients will spend what they don't have.  Their decision has been made to invest some of their discretionary income for the improvement of their skin.  If you have properly researched and developed pricing strategies to be competitive, the item price should have already been calculated for your target market.  If you cannot justify the price of a product as compared to its value, it doesn't belong on the shelf.

Analyze Your Philosophy of Selling

There is a tremendous difference between selling a product for the sake of a sale and recommending a product to compliment the existing regimen to obtain the correction or achieve the desired results.  If your focus remains on taking action, meeting your predetermined therapeutic goals, and creating a system that works, moving inventory or making recommendations for treatments will be seen as an integrative part of the process.

Eliminate Treatment Plan Surprises

The initial development of a three to six-month patient treatment plan may ease the introduction of new products or home treatment protocols.  By introducing the "ideal" treatment program at the outset, the patient more readily sees that the program is meant to change or be modified based on response and outcomes.  Explain that its design does not necessarily have every product begin on day one of the skin's rehabilitation, but rather is incorporated as the therapy evolves.  Reassess the skin's progress at each meeting and make adjustments as appropriate.

Assess the Realistic Aptitude of the Patient

A thorough evaluation of the patient, their intellect, and an analysis of the skin reveal many clues into his or her existing care habits.  Use these routines as one parameter for your plan and the basis for how to proceed.  A patient familiar with the use of several products and medications twice daily will be a better candidate for a comprehensive program.  Let the patient set the pace.  Assure understanding with patient teaching, based on their intellect, with clear written instructions to help them to remain on track.

Be Ready with Plan "B"

The best defense to objections is a good offense.  Address concerns related to price with confidence.  Provide price lists and treatment descriptions well in advance of asking for their commitment.  Clearly determine their expectations.  Ask open-ended questions to identify what the real disinclination is.  Review how they feel about the program and its benefits.  And be prepared to substitute, or introduce a new path forward.

Allow the Patient to Make Decisions

It is doubtful you will find much success with merely dictating what the patient should do.  Explain what's most effective within your line and treatment armamentarium and how to best achieve the desired results.  Present selection options as often as possible.  Empowering patients to be involved with the process will nurture compliance and continued interest.  In particular, men and adolescents are beset with power and control issues, and allowing choices between effective alternatives may prove to be their and your best option.

Introducing additional products or treatments to an existing program is the responsibility of the plastic surgical skin care specialist.  Skin care is a dynamic process, ever changing and ever influenced.  Changing system regimens may enhance results and abet progress toward meeting the goals of the "ideal" skin care treatment plan.  Give yourself permission to suggest and institute whatever changes are necessary.  Your patients will be grateful and you will be satisfied with a job well done.