As President of Modern Dermatology in Westport, CT, Deanne Mraz Robinson, MD, has a keen eye for aesthetic trends. Dr. Robinson, also an Assistant Clinical Professor of Dermatology at Yale New Haven Hospital, spoke with Practical Dermatology® magazine about what her patients are asking for as well as what’s to come in 2020 and beyond.
What are some of the more popular aesthetic procedures/combinations in your practice today?
Deanne Mraz Robinson, MD: I love combining treatments in a safe manner to maximize patient results and minimize downtime. I routinely combine multiple lasers/light-based devices in a single session, such as intense pulsed light and pulsed-dye laser with fractional ablative or non-ablative resurfacing along with deeper skin tightening modalities, such as microfocused ultrasound (MFUS). To help decrease downtime and increase collagen, I often pair these technologies with topical platelet-rich plasma (PRP) or injectable poly-L-lactic acid (PLLA) for added neocollagenesis. For the body, I use a lot of biostimulatory fillers, such as PLLA/calcium hydroxylapatite (CaHA) combined with MFUS to improve skin tone, texture, and to build new collagen. For body sculpting, I love combining the strengthening effects of Emsculpt with fat reduction therapies, such as SculpSure or Coolsculpting. We also love using Visia imaging technology and the Canfield 3D hand-held Vectra camera to hold our work accountable and inspire patients when they see their progress.
What aesthetic trends are emerging?
Dr. Robinson: I’d have to say overall as injectables have become more widely accepted, I’m seeing an increased adoption rate among young patients in their 20s and early 30s looking for subtle prejuvenation with neuromodulators and fillers. I am also seeing more mature patients who have hesitated out of fear they’d look frozen or phony. They’re now realizing that they can get natural-looking results in the hands of a well-trained doctor with a conservative approach. Among men, Brotox and platelet-rich fibrin matrix (PRFM) for hair loss are both growing in popularity.
Is social media a driver for fillers, toxins, and laser treatments?
Dr. Robinson: Our before and after posts showing filler, toxin, and laser outcomes definitely catch followers’ eyes. We’re always thoughtful to provide a caption that educates, inspires, and provides clear, concise details on expectations, downtime, and how long the results last. I think our captions give people the foundation of knowledge about the procedure so they can come in to a consult with some information already. We definitely receive direct messages and phone calls in correlation to these posts.
How do you handle it when a patient comes in asking for a device or product by name that you don’t have or don’t think is appropriate?
Dr. Robinson: I’m always very honest, and the reality is that there are very few times where there is only one solution to a concern, so the conversation is educational and exploratory. I start by validating their concern and then will educate on the pros and cons of the desired device/product and explain whether or not it is appropriate for their needs. If I do not feel that it is, I will not treat them and have no issue saying, “No.” I want my patients to have the best and most natural results possible and will only perform treatments I think are appropriate.
What will be the next big cosmetic thing in 2020?
Dr. Robinson: I am a nerd at heart and absolutely love genetics. (It was my undergraduate degree.) Refined skincare based on genetic analysis is an exciting avenue geared at maximizing personalized and targeted results based on our core genetic basis. Optimized biostimulatory fillers for use on the face and body that have short- and long-term natural results, increased non-invasive treatment options for cellulite, and improved non-invasive skin tightening technologies for the body will also be big.
How do you market your new practice?
Dr. Robinson: During our initial launch, we used a wide range of tactics across print, digital, social, events, partnership marketing, and public relations (PR) to build upper funnel awareness. We’ve now focused on the tactics that provide the biggest return on investment to us and are the most nimble in terms of budget allocation and flight time, such as social media (organic and paid), search engine marketing, influencer marketing, and earned PR expsoure.