Patient selection

Dr Azadeh Ovaici considers the art of confidence and the science of patient selection

DR AZADEH OVAICI

Dr Azadeh Ovaici qualified from St Georges Medical School in 2005 as a doctor and has been working as an NHS and private GP in Harley Street for the past 10 years. She has dedicated the past seven years to aesthetic medicine as it combines her passion in artistry as well as her medical expertise.

She is a strong advocate for women’s health and is passionate about incorporating confidence building with aesthetic treatments in her clinics in Chelsea and Harley Street, to provide a more holistic treatment menu for her patients.

Aesthetic medicine has long been associated with enhancing physical beauty, yet its influence reaches much deeper than the skin. Increasingly, research reveals the profound psychological impact these treatments can have on self-esteem and emotional well-being. As clinicians, understanding this connection and integrating it into practice is essential – not only for delivering optimal patient care but also for building trust, fostering loyalty, and ensuring the longterm success of an aesthetic practice.

Equally critical is the ability to identify patients who are truly suitable for aesthetic procedures. Misjudging a patient’s emotional readiness or ignoring signs of underlying mental health challenges can lead to dissatisfaction, ethical dilemmas, or even harm. To succeed in this high-stakes industry, clinicians must balance the art of confidence-building with the science of correct patient selection.

THE LINK BETWEEN CONFIDENCE AND AESTHETICS

Confidence plays a central role in a person’s self-perception and quality of life. Aesthetic treatments, when done thoughtfully, can act as powerful catalysts for enhancing self-esteem. According to the Journal of Plastic, Reconstructive & Aesthetic Surgery (von Soest et al., 2011), 87% of patients who underwent cosmetic procedures reported significant improvements in body image and confidence.

These improvements, however, are not merely physical. Patients who feel confident often experience enhanced emotional health, stronger interpersonal relationships, and even improved professional opportunities. A study published by the American Society of Plastic Surgeons revealed that 92% of patients felt happier and more self-assured after their treatments. These figures demonstrate that aesthetic medicine, when approached holistically, can profoundly impact both physical and emotional well-being.

THE EMOTIONAL NUANCES OF AESTHETIC PATIENTS

Behind every aesthetic consultation lies a complex interplay of motivations and expectations. While many patients seek treatments for self-improvement, others may do so to address deeper insecurities or life challenges. A study published in Psychology Today highlights that individuals with higher self-esteem tend to have lower levels of anxiety and depression, reinforcing the importance of confidence in emotional health.

However, not all patients are emotionally ready for treatment. Research indicates that 5-15% of patients seeking aesthetic procedures may suffer from body dysmorphic disorder (BDD), a condition characterised by an obsessive focus on perceived physical flaws. For such individuals, cosmetic interventions often fail to address the root cause of their distress and may even exacerbate their condition.

RED FLAGS IN PATIENT CONSULTATIONS

Identifying suitable candidates for aesthetic procedures begins with recognising potential red flags. These include:

1. Unrealistic expectations: Patients who believe a procedure will solve all their personal or professional problems.

2. Excessive procedure history: Individuals with a long history of treatments who remain dissatisfied with results.

3. Fixation on minor flaws: A disproportionate focus on small or imperceptible imperfections, often indicative of BDD.

4. Emotional instability: High levels of anxiety, anger, or defensiveness during consultations.

5. External pressures: Patients seeking procedures to please others rather than for personal satisfaction.

When these signs are present, it is crucial to engage in deeper conversations and, if necessary, refer patients to mental health professionals. Refusing treatment in such cases is not a failure; it is an ethical responsibility that protects both the patient and the practitioner and will, in time, strengthen the patients trust in the clinician.

THE ROLE OF MENTAL HEALTH SCREENING

To ensure safe and ethical practice, integrating subtle mental health screening tools into the patient registration process can be transformative. Tools like the Generalised Anxiety Disorder Scale (GAD-7) or Patient Health Questionnaire (PHQ-9) provide valuable insights into a patient’s emotional readiness without stigmatising them.

Sample questions might include:

• “How often do you feel anxious or unhappy about your appearance?”

• “What do you hope to achieve emotionally from this treatment?”

• “Have you ever felt dissatisfied with previous cosmetic procedures?”

These questions, framed sensitively, can help clinicians gauge whether a patient’s motivations are grounded in realistic expectations and emotional stability.

BUILDING TRUST THROUGH HOLISTIC CARE

Aesthetic medicine thrives on trust. Patients who feel understood, supported, and cared for holistically are more likely to return for future treatments and recommend their practitioner to others.

Trust-building strategies include:

1. Active listening: Taking the time to understand a patient’s motivations, insecurities, and goals.

2. Personalised treatment plans: Designing bespoke solutions that align with the patient’s unique needs and expectations.

3. Transparent communication: Setting realistic expectations about outcomes, risks, and recovery.

4. Follow-up care: Checking in post-procedure to address any physical or emotional concerns and to reinforce the clinician’s commitment to their well-being.

THE BUSINESS CASE FOR ETHICAL PRACTICE

While the primary goal of aesthetic medicine is patient care, ethical practice has a direct impact on the financial success of a clinic. Satisfied patients are not only more likely to return but also act as powerful advocates, sharing their positive experiences with friends, family, and online networks.

A study in the Journal of Business Research (Morgan & Hunt, 1994) found that trust is the most significant driver of customer loyalty, particularly in industries where personal relationships are critical. By prioritising the holistic well-being of patients, clinicians can foster long-term relationships that translate into sustainable revenue growth.

CONCLUSION

Aesthetic medicine is a delicate balance between enhancing physical appearance and nurturing emotional health. By understanding the profound connection between confidence and aesthetics, and by implementing robust patient selection processes, clinicians can deliver results that are both ethically sound and deeply transformative.

This approach not only ensures patient satisfaction but also builds trust, loyalty, and a thriving practice. In the world of high-end aesthetics, beauty is more than skin deep – it is the art of helping individuals feel their best, inside and out.