Doctors add cosmetic procedures to services

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Frustrated by low levels of compensation from insurance companies, high malpractice insurance premiums, and other financial constraints, primary care doctors and practices have begun to search for sources of supplemental income.  Doctors and their business consultants are beginning to witness a trend in the medical field.  Some primary medical care physicians are beginning to offer laser cosmetic surgery treatments in addition to standard medical care.

Doctors see the investment in laser equipment as a promising venture.  Laser procedures, like zapping varicose veins and removing unwanted hair, are common treatments that people are seeking now more than ever before.  Because these procedures are cosmetic and, thus, not covered by insurance, doctors see this as an opportunity to help their patients feel and look better without having to lose money to big insurance companies.

Elizabeth Woodcock, head of an Atlanta consulting firm that advises doctors on the business side of their practice, says, “It’s accelerating, particularly for primary care physicians.  As health insurance companies have limited office visit fees, and as malpractice insurance rates have escalated, some doctors have sought alternative sources of revenue. They've got to expand the pie.

The annual national income for primary care physicians ranges between $140,000 and $160,000, compared to cardiac and other medical specialists who receive an average income above $400,000.  This discrepancy and other financial concerns have prompted primary care doctors to look for ways to help their patients and augment their income.

Most doctors who have added these additional laser cosmetic treatments say they are pleased with the opportunity to offer treatments that can improve patient’s self-confidence and appearance.  Some medical ethics experts worry that sales tactics (to encourage patients to take advantage of these new services) may result in a breech of professional medical ethics.  Dan Brock, director of medical ethics at Harvard, says, “The only worry would be whether this gets pushed on patients who may feel vulnerable, or somewhat coerced to accept the service.

Doctors who offer these cosmetic laser treatments say these procedures are completely voluntary.  Many offer these cosmetic treatments in a separate facility, so that patients do not feel obligated or pressured into accepting treatment.  While ethics professionals remain skeptical, the trend is spreading.  Companies that manufacture and sell laser machines are reporting a strong increase in sales among suburban primary care physicians.  “The physician market is where they are seeing the most growth,” says one financial analyst.

The stigma once attached to cosmetic procedures seems to be quickly fading within the medical community.  The American Academy of Family Physicians has embraced the notion of physicians offering cosmetic laser procedures.  The academy even offers laser treatment instruction courses to medical professionals and provides tips in integrating these procedures into their business model.

While this trend may push cosmetic treatments into the medical sphere, the treatment options are limited to a few select non-surgical procedures, such as laser hair removal and varicose vein treatment.  These practices will buttress the already burgeoning plastic surgery industry.  Most cosmetic procedures are best performed by a board-certified plastic surgeon with experience performing a patient’s desired procedure.  This trend, however, may further validate the benefits of plastic surgery and make these procedures more widely available to those who are interested.


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