Marketing: The only marketing that they’ve done has been on the Web, and it has been successful. “Print advertising for this has not really been effective,” Dr. Kleiman said. “It’s all about the Web.” Beyond that, Dr. Kleiman said, it has been all about word of mouth, which has been the most effective tool.
Explore this issue:February 2015
Investment: Both Dr. Freehling and Dr. Kleiman say the PicoSure laser has largely been a game changer. Both were unimpressed by previous technologies but say patient satisfaction has been very good with the laser, which doesn’t rely on heat but uses short, powerful pulses that break up the pigment into particles that the body can eliminate. The laser also comes with a handpiece that can perform acne and scar removal, skin tightening, and other procedures. There is also a software update that compresses the wavelength for a more powerful treatment that can be particularly helpful in cases in which previously treated tattoo pigment has become embedded in scar tissue.
Truth in advertising: Be up front with your patients, Dr. Freehling said. There are certain colors, such as reds, that her laser does not remove easily, and she will refer those patients to other physicians who use different lasers. Additionally, certain tattoo types will require six or more treatments, while others will require fewer. “We have to create realistic expectations,” she said.