How to Achieve Optimal Patient Results with Cost In Mind
When setting aesthetic treatment price points, there are many factors to consider: appointment length, location, and duration of results, to name a few. A similar situation is met by taking a step further back in the pipeline, to the price points of the product itself. This process mirrors the method of setting pricing for patients in several ways.
Industry Product Pricing
There are a few key competitors in the neurotoxin space: Botulinum toxin (Botox), manufactured by Allergan, and AbobotulinumtoxinA (Dysport), manufactured by Galderma. Both products have their unique benefits, so providers and patients may have their preferences. Side by side, from a cost-per-unit perspective, Botox can cost up to three times more than Dysport. The main reason behind this is the difference in the dilution of the formulations. Identical treatment of an area treated with 10 units of Botox will require up to 30 units of Dysport for equivalent outcomes. This difference in concentration but the similarity of results, in turn, brings the treatment prices to a more level playing field.
In terms of filler, pricing varies based on the product’s contents. The most common fillers are composed of hyaluronic acid (HA), calcium hydroxylapatite (CaHA), or poly-L-lactic acid. Where neurotoxins are priced by the unit, fillers are priced by the syringe and have much larger profit margins overall. Syringe prices typically range from $700 to $900. HA fillers are all over the spectrum ($600 for some Juvederm to upwards of $800 for Voluma), Sculptra is middle-of-the-road at $700, and Radiesse is on the higher end ($800-$900) because it has more volume (1.5 mL vs 1 mL in traditional syringes).
Benefitting the Bottom Line
Being a well-trained provider in any aesthetic product will always prove beneficial for business. There is one product, in particular, that does stand out among the rest to be most profitable when perfected, which is one of the most popular fillers today: Sculptra.
This high-profit margin product is longer-lasting than most dermal fillers. Sculptra is made of synthetic polymers that promote collagen synthesis in the skin. Sculptra can last several years, which is a huge benefit when utilized properly. A lot of experience and consistent training is necessary to work with this product safely. Offering this procedure differentiates more advanced providers from intermediate injectors because it comes with additional risks. Injectors who consider offering Sculptra treatments not only need to seek out excellent training, but they must have already mastered the knowledge of anatomy, skin layers, and depth of treatments with other fillers.
Sculptra, classified as a collagen stimulator, was approved by the FDA for aesthetic treatments in 2014. The main component, Poly-L-lactic acid (PLLA), gradually induces collagen production to correct hollowness, folds, and other signs of aging. Targeted areas for this product include skin depressions, folds, wrinkles, scars, and facial fat loss (lipoatrophy). This product is not a quick fix. Instead, it delivers results that will become apparent over time and can last up to two years. An experienced provider injects Sculptra into the skin to restore facial fullness and achieve a natural, more youthful appearance for the patient. Sculptra treatments are delivered in series, consisting of a minimum of three appointments over a 6-month period. Sculptra is also known for novel off-label uses, most notably the non-surgical Brazilian Butt Lift (BBL).
Striving for Optimal Correction
It is common for patients to come into a consultation with a stringent budget for treatment in mind. While this is understandable, it can put providers in a difficult situation when balancing recommended treatments for optimal results while remaining aware of the cost. Manufacturers advise providers to encourage optimal correction with an adequate amount of product. When patients receive the recommended treatment that will best address their concerns and deficiencies, outcomes are better, last longer, and result in higher patient satisfaction. Performing the correct dose during treatment elevates the outcome and value and sets the patient up for optimal lasting results. Studies show that a first-time Botox treatment using over 40 units (slightly above average, but still below the FDA-approved dose of 64 units) dramatically increases the retention rate of the patient. They may have spent a little extra upfront, but the value shows in the results!
Though 95% of providers in the United States offer neurotoxins by unit pricing, pricing by the area was originally, and still, advised. Pricing per area would allow customers to think more high level and be less concerned about the specific number of units being administered. It also gives providers more freedom to treat the area as they see fit, without justifying the increase or decrease in the number of units. Even though pricing by the unit is most common, providers who choose to price by area are still successful while approaching the conversation differently.
When presented with a customer who is adamant about spending much lower than recommended treatment, a provider has two options to consider. Though it can be difficult, turning the client away until they can afford a more robust treatment is sometimes the best option for both provider and patient. If the patient is not happy with the results and the provider will not be completely proud of the work, no one benefits. Another option is to have the patient sign documentation that they’re aware of being undertreated based on the provider’s recommendation. This allows the provider to satisfy the patient’s current needs while documenting their discussion about patient expectations regarding reduced treatment amount. More than anything, be as honest and transparent as possible with patients. The better they understand the reasoning behind a provider’s suggestions, the more likely they’ll be to see the value in it.
