The IAPAM was founded to help physicians add non-insurance medical procedures to their practice in a profitable manner. Since 2006, the IAPAM has been providing hands-on, CME aesthetic medicine and medically supervised weight loss training programs. Thousands of physicians have successfully added “fun” medicine into their practices. They find it refreshing to see happy and healthy patients! All of the procedures the IAPAM teaches are cash-based, therein physicians will no longer have to wait for dwindling insurance reimbursements at a later date; they will be paid in full when they perform a procedure. Adding aesthetics is much more than just adding Botox® to a practice, the IAPAM has an expert faculty of physicians to help doctors do it the right way, so they can meet their patients’ needs and make money at the same time! The IAPAM’s mission is to enable physicians to successfully add cash-based medical procedures to their medical practices. The IAPAM believes that physicians should be paid for the work they do, and not be reliant on ever changing government or private insurance policies. In support of this mission, today, the IAPAM publishes its annual “Trends in Aesthetic Medicine Report for 2014,” to inform physicians of the upcoming trends in the aesthetic medicine industry.
We have all heard the phrase at the start of every medical textbook – ‘Medicine is an ever advancing science’. The same holds true with respect to aesthetic medicine. Tremendous advances and changes have been seen over the last decade, and new ones are emerging all the time. 2014 promises to be an exciting year for aesthetic medicine, particularly because the whole ‘image conscious’ population is seeking out new ways and techniques that will make them look younger and more vibrant. The reasons however have remained the same. Some of us want a fresh start, some are looking for a new job and some are just looking to make a change for the better.
While there are plenty of procedures being offered up these days, we at IAPAM believe that a few of them will stand out this year in 2014. Here is what we think are the ones to keep an eye out for.
1. Body contouring procedures
Our external appearance matters, and in a large part has an impact on our self confidence and how we are perceived in society. Obesity is a common public health problem and weight reduction surgeries are being performed more often these days, especially for individuals who have attempted to lose weight through diet and exercise.
Following weight loss procedures, patients often complain of the presence of excessive tissue and misshapen skin folds that can appear unsightly. Body contouring effectively manages this – it is aimed at improving one’s appearance after weight loss surgery. In fact, a recent article in the journal Plastics and Reconstructive Surgery (the journal of the American Society of Plastic Surgeons) has clearly shown that patients who undergo body contouring following a gastric bypass have better control of their weight in the long-term. In addition, the study showed that patients tend to lead a better quality of life after body contouring. There is no doubt that this is very encouraging.
2. New emerging dermal fillers
Dermal fillers have in the past few years emerged as a popular treatment amongst both the younger and older generation. The fact that a simple procedure can make the skin appear plumper and firmer and shave off years of someone’s appearance has now resulted in a large majority of the population seeking out these treatments.
It is only too often that we see individuals purchasing over the counter anti-ageing creams and solutions that promise to make the skin look younger. While these treatments to some extent have benefits, they are often short term ones as opposed to the effects seen with dermal fillers. Fine lines and wrinkles are now a thing of the past.
Allergan has recently announced its high quality dermal filler Juvederm®; it contains the natural product hyaluronic acid and provides long term benefits when used to treat facial wrinkles. As the only dermal filler approved by the FDA, it is not surprising that we have noticed more patients now undergoing this treatment. Numerous cross-link formulations are available that can be tailored to the individual patient’s needs.
2104 will likely see an increase in the number of dermal filler procedures being performed. Not only is it an excellent treatment option for patients, it is a viable and profitable business that can be set up in any practice will a little investment and some specialised training.
3. Combination therapies will rise
Patient requirements vary and often many require various treatments to achieve the outcome that they wish. Gone are the days when just a single treatment is sufficient as an aesthetic procedure. For example, while the use of topical creams can help fight the signs of ageing, combining it with other procedures such as laser therapy and ultrasound therapy can produce better long term effects.
Botox® therapy is also being combined with dermal fillers to offer patients a more holistic facial rejuvenation. 2014 will no doubt see more combination aesthetics being performed in practices.
4. Eyelid rejuvenation could reach the top
Constant day to day stress and ageing all result in the formation of ‘bags’ around our eyes, making them look fatigued. To many, this can be quite unsightly when they look at themselves in the mirror. According to the American Society of Plastics Surgeons, 2012 there was a 4% increase in the number of eyelid surgery (blepharoplasty) procedures being performed as compared to 2011. The statistics for 2013 are yet to be published, but we have no doubt these are going to be higher.
The reason for this rise is straightforward. Blepharoplasty is a simple procedure that is associated with excellent long term outcomes and minimal side effects. Eyelid rejuvenation and ‘bigger, brighter eyes’ is now being advertised a lot more, and it is likely the performance of the procedure will rise in 2014.
5. New techniques in breast reconstruction surgery
Breast reconstruction emerged as the top sought after procedure by patients in 2012 according to research by the American Society of Plastics Surgeons, though there was a fall of 7% in the number of procedures performed when compared to 2011. This could be due to stricter guidelines that have been issued with regards to such procedures. Having said that, this decline is not really discouraging, and constant research is still being conducted in the field given the importance of breast reconstruction in women who have had mastectomies for conditions such as breast cancer.
New research has shown that patients undergoing revision breast reconstruction have better long term outcomes with the use of ‘acellular dermal matrix’. The primary purpose of this is to improve the appearance of the breasts following surgery, helping provide better support. Backed by an excellent success rate, it is likely that 2014 will see an increase in this procedure being added to breast reconstruction procedures.
While the above describe some of the likely trends this year coming, it will be encouraging to know that new research is being conducted in the field of stem cell biology and assessment of new techniques to improve and enhance a patient’s appearance. Botox is no doubt here to stay, and will likely remain the top minimally invasive procedure that will be performed in 2014. Treatments are now easily available and affordable to patients, and have become extremely profitable to healthcare professionals as these procedures are non-insurance based.
‘Well begun is half done’, and 2014 has most certainly started well. There are exciting times ahead for both patients and healthcare professionals.
About the IAPAM: The International Association for Physicians in Aesthetic Medicine
The International Association for Physicians in Aesthetic Medicine is a voluntary association of physicians and supporters, which sets standards for the aesthetic medical profession. The goal of the association is to offer education, ethical standards, credentialing, and member benefits. IAPAM membership is open to all licensed medical doctors (MDs), dentists (DDSs/DMDs) doctors of osteopathic medicine (DOs), physicians assistants (PAs) and nurse practitioners (NPs). The IAPAM offers aesthetic medicine and hCG medical weight management programs, including: Botox training, medical aesthetic training, laser training, physician hCG training, and aesthetic practice business training. Additional information about the association can be accessed through the IAPAM’s website (http://www.iapam.com).
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