Investing in new technology

Operations director Tonia Marando explains what she looks for when adding a new device at Star Clinic

TONIA MARANDO

Tonia Marando is the operations director of Star Clinic. She is responsible for the operational efficiency of the clinic and plays a key role in the development and execution of the clinic, and hospital strategy.

Aesthetic Medicine (AM): How do you assess what technology would be best to add to your clinic offering?

Tonia Marando (TM): We always look at the technology research and results. It’s imperative that whatever we invest in works. We are not competitive with other clinics and would never offer anything that did not do what it says on the label. Most of all, we look at what we’ve tried and tested and have seen the visual results from.

AM: When you add new tech, how do you assess the compatabilty of it with your existing systems and workflow?

TM: Introducing new technology into our clinic has to have a benefit for at least 70% of our existing patients. It’s not just about offering a treatment, it’s about offering something that has proven results and can benefit, support and enhance our patients’ skin.

AM: How do you consider how a new device might combine with your other treatments?

TM: Crystal Clear’s Skinstorm was a natural choice since it offered a combination of proven layering results which improve the condition of the skin. Many of our patients who have had facial surgery notice the difference after just one treatment. They like the idea of preparing their skin before surgery or inbetween non-surgical treatments.

After a course of treatments on the face, we see many patients wanting to address other parts of their body, mostly their arms and hands. Recently, we’ve seen patients wanting to extend the treatment past their décolletage to their breasts before breast surgery.

With Skinstorm, we can prepare the skin to be in its optimal condition with a combination of layering treatments.

AM: How do you financially justify new purchases for the clinic?

TM: We have to look at our existing database of non-surgical and surgical patients. We then have to believe in the technology.

It’s important to be in a position where we can support our patients, knowing that we can offer solutions for their skin health.

We see our financial commitment as an investment in our patients.

The technology has to support them before and after other treatments or as a stand-alone treatment for men and women who want results.

AM: How do you measure the success and effectiveness of new devices in the clinic?

TM: The success has to come from our patients’ feedback. When they recommend us to friends and family, there is organic growth and demand.

AM: What demographics or patients do you consider when purchasing new tech?

TM: We believe that any introduction of new technology must support existing patients, so it’s important to do an analysis of your business.

This way, the introduction of new technology is not a hard sell. It’s important to ask questions and really listen. Once you understand what they want to achieve, you can decide to cater for their needs with investments.

Ask questions about what other treatments they have had elsewhere, what they liked, what they didn’t like and educate them along the way. We see a combination of both male and female patients of a varying age range.

AM: How do you train your staff on new devices?

TM: We believe it is essential to ensure whatever equipment you invest in has a robust training and aftercare programme. We are only as good as our training and experience, which is why it is essential to have the support network in place and the ability to pick up the phone and know someone is there to support your clinic. Skinstorm offers thorough training and there’s no better way to learn anew system than to experience it yourself.

Sharon at Skinstorm is very much involved in supporting her clients. This is seen in the support and one-to-one training days. Skinstorm cares about your patients and helps to ensure you are educated on the abilities of the device.