Submitted by: Leslie Marshall
The International Association For Physicians in Aesthetic Medicine (http://www.IAPAM.com) has surveyed its membership, its medical faculty, and has consulted with numerous experts in aesthetic medicine, to develop a forecast for the top aesthetic medicine treatments or trends physicians can expect to see in 2011. Ultimately, physicians who add body transformation modalities such as minimally-invasive body shaping options or hCG for weight loss, and high income/low capital expense options such as medical grade chemical peels and physician directed skin care, will position themselves for growth in 2011.
The market for all minimally invasive procedures, from botox to ultrasound fat reduction will continue to out perform surgical options in 2011. Dr. Jessica Krant, respected New York City dermatologist confirms that, “given the tight economy and a bit of a backlash against “extreme” trends in aesthetic procedures, I believe that in 2011, the new aesthetic trend will be toward how LITTLE someone can get done and achieve a refreshed, more youthful version of themselves.” Consistent with this trend of “less is more,” the IAPAM forecasts a growth in non-invasive treatments in all aesthetic medicine arenas for 2011.
Body Shaping Market Expands
The aesthetic medicine industry will continue to see three types of body shaping equipment utilized, but laser-assisted lipolysis will be the most effective procedure with the most dramatic results. Physicians will see the non-invasive body shaping options increase. Industry experts predict that, “Zeltiq s CoolSculpting treatments will stay strong,” and Dr. Debra Jaliman agrees. “I have been using this innovative new technology in my practice since April, 2010. We use an external freezing device, so there is no pain or medication required. It is non-invasive, and 16 weeks later the patient has the effects of liposuction in the trunk area. We use it for love handles, backs, and belly fat.” Dr. Charles Mok is also a proponent of this innovative new technology. “By far the most exciting trend in aesthetic medicine is the FDA approval for the first ever non-invasive (non-surgical) device to permanently remove fat, CoolSculpt by Zeltiq.
Another body shaping technology that is becoming popular is Sound Surgical s ultrasound based VaserShape. California surgeon, Dr. Robert Troell, is impressed with the VaserShape. “Of all of the minimally invasive lipo devices on the market, this is the only one that I ve seen that works consistently and effectively, providing instant results in the first treatment. Dr. Gregory Buford, author of Beauty and the Business, agrees. “Looking at ASAPS statistics, the big push in Aesthetic Medicine over the last ten years is progressively heading towards more and more less invasive treatments. Patients are simply looking for ways to look younger and look better with minimal downtime and discomfort. In the area of body contouring, although laser-assisted liposuction made a big splash a few years back, now that the non-invasive modalities have hit the market, patients are looking at devices like the Vaser to help them with those stubborn spots.” Anti-aging expert, Dr. Richard Baxter also champions high-intensity focused ultrasound technologies. He too sees “a big trend for the next few years [being] high-intensity focused ultrasound for noninvasive body shaping and skin toning. For localized fat reduction, the HIFU technology [used by Vaser, Ultrashape and Liposonix] is intended to replace small-volume liposuction procedures with a nonsurgical alternative.”
While “presently fat-reduction HIFU systems are on the market in Europe and Asia but have not been cleared by the FDA for use in the U.S. (clinical trials were completed in 2010), comments Dr. Baxter, “2011 should be the year that “Ultrashape’s Countour and Medicis Liposonix ultrasound equipment will receive FDA approval,” forecasts Jeff Russell, Executive Director of the IAPAM, “and these technologies will capture a growing segment of the laser lipolysis market given that Zerona is still receiving mixed reviews from physicians and patients.”
Medical Weight Loss Grows
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People will continue to focus on their own health in 2011. Due to increasing waistlines, “the U.S. faces its first sustained drop in life expectancy in the modern era,” the researchers say, and “adult obesity rates rose in 28 states over the past year” reports the annual , F as in Fat 2010 study. However, research has shown that a key to long term weight loss is a high ‘initial weight loss’ by the patient. Therefore, hCG for weight loss is positioned to have strong growth in 2011.
First discovered by Dr. Simeons in 1954, as outlined in his manuscript, Pounds and Inches, hCG has been used for over 50 years as a weight loss aid. hCG for weight management “is not a new procedure, but one that is going to explode in 2011 , predicts Jeff Russell. Administrating hCG for weight loss requires a properly trained physician who has been certified in the protocols, since the long term success of doing an hCG weight loss program is only achieved by using pharmaceutical strength hCG, not homeopathic hCG which mainly contains water and alcohol.
Finally, non-invasive body shaping equipment will also be needed for those physicians offering medically supervised weight loss, since those rapid weight loss programs, like hCG usually results in loose skin and small pockets of fat that are perfect for this type of equipment. This will be the leading equipment for non-surgically trained physicians. Dr. Oleg A. Davie, a board-certified physician with two offices in New York City, confirms, “high definition liposculpture is the most sophisticated and aesthetically-advanced procedure that combines the newest technologies with state-of-the-art techniques. The results are a more contoured and more natural appearance, which regular liposuction lacks. This procedure is an excellent solution not only for people who feel themselves overweight and wish to slim their bodies, but for many healthy, rather fit individuals as well. You can go to gym and diet but still have trouble getting the desirable level of muscle definition. With high-def liposculpture it’s possible to selectively remove even small deposits of fat around specific muscle groups, enhance, reveal natural contours.” Laserlipo equipment, like Palomar’s LifeSculpt system, will be essential to a physician in a “post-weight loss,” body sculpting program.
Cosmetic Injectable Choices Surge
2010 saw the addition of lidocaine to several dermal fillers, and in 2011 it is expected that 2 new options in the cosmetic injectable arena will be Xeomin, which received FDA approval for medical uses in 2010, and Mentor Corporation’s PurTox, which is completing its FDA approvals. Moreover, Medicis’ Dysport will continue to see gains over Allergan s Botox in 2011.
Also, Dr. Davie comments that, “given the variety of different dermal fillers available, more and more are being used, not just for ‘filling’, or in the correction of a specific line or fold, but for ‘face contouring’, volume correction, and a lifting effect, and not only a face lifting effect but some neck lift can be achieved by adding volume or “filling” particular parts of the face and upper neck. There are a number of different names for these procedures can be used including “liquid lift,” “volume lift,” “non-surgical lift, etc., but idea is the same: optimizing different parts of face and by this means, restoring the face to a natural, “like before” appearance.
Finally, experts like Dr. Davie suggest that, in connection with the trend to facial sculpting and adding volume, “the new, “modified” fat transfer procedures that allow transfer of more viable fat cells and subsequently better and longer lasting results (for example, ViaFill).” Equally, a new injectable option is the use of “PRP in cosmetic procedures. PRP – platelet rich plasma the patient’s own fraction of blood. About 10 cc of blood drawn, then a fraction of concentrated platelets – blood cells rich in different growth factors – separated and re-injected into the patient s face. Different techniques can be used and it can be added to fat to promote fat survival, used in combination with some dermal fillers to increase their longevity, used alone to stimulate the skin’s metabolic processes, etc. PRP has been used with success in different medical fields – ortho and sport medicine, wound healing, etc.”
Demand for Professional Grade Skin Care Treatments Increases
When the economy started to dip, people started to eliminate more expensive, skin care products from their cabinet. After several years, consumers are seeing the price for such a decision in the mirror. Industry professionals are going to see a trend toward more patients turning to professional skin care lines that contain active ingredients, which are only carried by physicians. In addition, providing skin care with each aesthetic treatment, ensures that a physician’s patients get the best, long term results from their treatments, augmenting cosmetic injections and laser procedures.
Cosmeceuticals will be the cornerstones of professional grade skin care lines. Products from industry leaders, like PCA Skin, which contain peptides, Alpha Hydroxy Acids (AHAs), antioxidants and/or caffeine, will underpin the most successful physician-directed regiments.
Chemical Peels and Microdermabrasion continue Strong Growth
Chemical peels and microdermabrasion were the two fastest growing minimally-invasive procedure last year according to the ASPS. As the baby boomer generation ages, industry experts in the IAPAM anticipate that demand for chemical peels will maintain, if not increase over 2011. With the economy still recovering, many of the more inexpensive, entry procedures, like chemical peels and microdermabrasion are becoming more popular. Chemical peels are great anti-aging and pigmentation correction treatments for issue with which most baby boomers suffer. Moreover, from a profitability perspective, physicians who can meet the facial rejuvenation needs of clients with chemical peels and medical mircordermabrasion will secure more consistent cash flows and profitability for their practices.
New Technologies for Non-Surgical Face and Eye Rejuvenation
The biggest recent advance in cosmetic eyelid treatments include the deep fractional lasers. Dr. Brent Kotlus comments that “dual depth resurfacing”, using “a combination of deep fractional ablation and superficial fractional ablation works to smooth lines and tighten skin around the eyes. In many cases, a patient can look like they had a blepharoplasty without surgery. It treats problems in skin layers affected by photoaging- the mid to deep dermis and the superficial dermis at the same time.” “Patients can combine dual-depth resurfacing with botox and filler” for synergistic enhancements.
Dr. Baxter also comments on facial skin lifting with High-Intensity Focused Ultrasound (HIFU). While not an alternative to a facelift, using ultrasound provides benefit to patients in their 40 s-50 s who have early signs of aging but are not ready for a surgical procedure. As the technologies mature and new applications are developed, HIFU holds the potential for fundamentally altering the approach to cosmetic medicine and surgery. HIFU can be used on any skin type and there is typically zero down-time.
Conclusion
Dr. Buford suggests that 2011 might be a year where bundling multiple treatments produces the most profitable offerings. “In the area of facial rejuvenation, we are continually updating our treatment methods and combining various modalities. As a speaker at the recent Cosmetic Surgery Forum, [I found that many physicians] are combining facial injectables with laser resurfacing to achieve dramatic results.” Dr. Buford believes that “the future lies within the synergy of combination treatments such as volumizers, lasers, and neuromodulators (such as Botox). Jeff Russell, Executive Director of the IAPAM concurs. “Physicians should consider adding both hCG for weight loss and body contouring services to their practices, to offer patients a complete and enduring body transformation experience.” The last word goes to Dr. Buford, “being able to combine treatments, I see great things ahead.”
About the Author: Leslie Marshall is the Online Media & Research Specialist for the IAPAM. The International Association for Physicians in Aesthetic Medicine is a voluntary association of physicians & supporters, which sets standards for the aesthetic medical profession. Leslie can be reached at
iapam.com
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isnare.com
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