Aesthetic Trends & Technologies
May - June 2011
Dermatology Department

Evolution of Medical Retail

DISPENSING SKIN CARE PROFESSIONALLY
IN THE MEDICAL SETTING

By Jennifer Barnes, Contributing Editor

Many cosmetic practices rely on the steady stream of income that results from selling medical skin care products.

Early adopters of dispensing may have once felt ostracized by colleagues for selling products directly to patients.

However, these early adopters saw the potential in medical retailing as an integral part of the practice. Combining products with procedures not only ensured what products patients used at home, it guaranteed a better therapeutic outcome. This is a benefit that is unique to dispensing skin care products in the medical setting. Admittedly, many cosmetic physicians leave the “selling” to their staff. But promoting the product is just one part of retailing. Staff training, inventory control, merchandising, and marketing the products also contribute to the overall success.

Medical retailing is evolving into a consumer-retailing atmosphere. Creating an accessible retail environment is as important to the medical practice as it is to the chain cosmetics, spa, and department stores. After years of purchasing skin care from the makeup counter or salon, savvy consumer/patients are trained to…READ ON - Download Full Article NOW!

About the Contributor
Petr Klima has a B.A. in International Marketing, and an M.B.A. in Business Management. He is the senior practice consultant for MicroPharmacy Corporation. With over 12 years of experience on 3 continents, Mr. Klima has developed retail spaces for salons, spas, high-end stores, and medical offices. He manages the Medical Retailing team with primary focus on dermatology, plastic surgery, and cosmetic surgery practices. MicroPharmacy® and Medi- Store® are registered trademarks of MicroPharmacy Corporation.

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