Family physician Betty Troutman, right, consults with a patient
A growing number of physicians in Wichita are supplementing their traditional practices – and incomes – with cosmetic and aesthetic procedures such as Botox injections, laser facials, hair removal and, in some cases, surgery.
Traditionally the domain of plastic surgeons and dermatologists, the business of beauty is booming among "non-core" physicians whose certifications and practices include family medicine, obstetrics-gynecology and ophthalmology.
“I really enjoy it. Family doctors are taught to multi-task and so, to me, it’s another part of my day,” said family physician Betty Troutman, who also runs Advanced Aesthetics, a Wichita Clinic practice that offers aesthetic and cosmetic treatments under physician supervision and in a spa-like atmosphere.
“I enjoy all aspects of my medical practice. But my aesthetics part tones me down a little bit. It relaxes me. The outcomes are generally good and people are happy.”
Wichita trauma surgeon Stanley Jones, an orthopedic hand surgeon, began supplementing his practice a few years ago with additional procedures such as laser facials and spider vein removal and has said he has no regrets.
Offering Botox and Restylane injections as well as chemical peels and facials seemed a natural offshoot for ophthalmologist Sam Cohlmia, who launched his Wichita beauty business under the name Orea Aesthetics a few years ago.
“What you're seeing is physicians are trying to find revenue streams that are not so beholden to the insurance companies and to Medicare," said Wichita family physician Joe Davison, president of the Kansas Medical Society. “In that sense, especially if it’s done in a competent fashion, it allows the physician not to have burnout, it improves the ability to keep the office open to see patients, and patients generally leave happy.”
America's obsession with youth
America's obsession with youth, coupled with an aging baby boomer population and more treatment choices, accounted for Americans spending almost $11.8 billion on more than 10 million surgical and nonsurgical cosmetic procedures last year, according to the American Society for Aesthetic Plastic Surgery.
But along with the popularity of these elective procedures, physicians increasingly worry about patients who might go to spas that aren’t medically supervised and where treatments may not be administered by appropriately trained and licensed individuals.
“What we decided to do as a Society is really get our members involved in the process, make them understand that even if they don’t want to perform the procedures, they should know and learn about them so they can advise the patient and perhaps even refer them to a properly trained physician,” said Renato Saltz, a board certified plastic surgeon and president of the American Society of Aesthetic Plastic Surgery.
“The second thing is to educate the public, help them understand that these procedures can carry complications and they need to do their homework first, find the right physician for the job,” he said.
Ensuring quality
Concerned with ensuring appropriate training and supervision, the Kansas Academy of Family Physicians passed a resolution in May that addressed the rapid proliferation of facilities that provide aesthetic procedures.
The group resolved to appoint a task force to conduct a comprehensive study over the next year on medical spas and other aesthetic facilities in Kansas and make recommendations on the appropriate regulation of those facilities, Acadmey president Davison said.
“Many doctors have a passion for that, and if they provide those procedures in a quality fashion, that’s great,” Davison said. “It’s those offices that don’t really have an eye first on quality, that are doing it for the money first and quality second – that’s what we’re concerned about.”
For many practicing physicians, quality is their top commitment.
Although her family practice is so busy she refers new patients, demand from clients and an interest in the field drove Troutman to research cosmetic procedures and the best way to incorporate them into a successful business.
Advanced Aesthetics opened in 2004 with services ranging from facials by licensed aestheticians, to Botox, dermal fillers and laser resurfacing by physicians. The center also offers cosmetic and facial surgery by the clinic's participating group of plastic surgeons and vascular surgeons.
“I believe aesthetics belong under medical supervision and under a medical environment. That’s what I do,” Troutman said. “I focus a lot on the quality, performance and staying up to date. It’s about quality care for the patient, making sure they have fully informed consent.”
Also published in Healthy Living.
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