By Michael Gellis MD, CMO
BELLEVUE, Wash., – The market for liposuction in the United States was decreasing in 2008 due to the onset of the Recession. Yet, Sono Bello, a liposuction clinic performing surgery under awake local anesthesia opened its doors for the first time. Since then and 30,000 cases later, Sono Bello has grown to 18 locations nationally. Obviously Sono Bello has filled a niche previously unidentified and presented a well-known product in a newer and more attractive light.
The public is hungry for not only out- patient surgery but procedures done under awake local anesthesia. There is concern in the public’s mind about procedures performed under general anesthesia. In fact, a recent study by John Starling III MD in the February 2012 issue of Dermatology Times revealed in Florida and Alabama much higher mortality and morbidity figures when liposuction and other cosmetic procedures were combined with general anesthesia in an office setting. So, Sono Bello was right on the mark investing in the concept of awake liposuction.
Also, there is a perception, not scientifically grounded, that hospital procedures have a higher risk of infection, a greater chance of medication errors, and less privacy, than that found in an outpatient clinic setting. It is a quicker leap of faith for a patient to trust a smaller warmer clinic that a larger cold hospital. Recently hospitals have tried to overcome that stigma by placing their outpatient clinics physically attached to and on the periphery of the large mother hospital. For those of us who have been in private practice, it has often been a hard sell to take patients to the hospital rather than an outpatient facility. There is much to be learned from that.
The meteoric rise and success of Sono Bello rests on many factors the summation of which drives the company to further future expansions, doubling its size in the next two to three years. First and foremost, the surgeons must be among the best. To be hired now the surgeon must be either a board certified and board eligible plastic surgeon or a fellowship trained cosmetic surgeon. Secondly, every clinic is certified by the American Association of Ambulatory Health Care (AAAHC) thereby reaching the highest standards possible for safe outpatient local anesthesia surgery. Third, Sono Bello has rigid standards of quality control that maintain constant monitoring of each Clinic and every procedure. Patient satisfaction surveys are collected and the data analyzed to determine how each surgeon has performed at each step of the patient encounter. Every clinic has a regimented face to face follow up with patients as well as by phone and email. Lastly, although we are proud of our patients referring other patients, Sono Bello budgets in order to achieve maximal marketing penetration in a respectful manner.
Back to the physician. It is not simple to perform liposuction on patients who are awake. Most plastic and cosmetic surgeons have only been trained to perform liposuction under general anesthesia. Our surgeons are specialists at awake liposuction. That is what patients want. They would prefer to have the procedure done while they are awake and still have minimal discomfort. Our physicians are trained to do just that and after hundreds of cases each they deserve to be called experts in awake liposuction.
Behind the scenes Sono Bello has developed a strong administrative base which covers all aspects of any health care organization including risk managers, physician trainers, and practice managers for each clinic, recruiters, financial officers, and many more. The chief medical officer functions as a safety officer and also is concerned with data collection for research, interviewing prospective physicians, trouble shooting, and representing the company in the media.
Not every cosmetic patient is always satisfied. Our internal surveys have shown that 95% are pleased with their results, very competitive with the national average. It is the 5% that require extra attention. Within the Company we have a prescribed mechanism to take care of the unsatisfied patient (customer). There is no, “What do we do now?” Problems are dealt with immediately and decisively. All levels of administration and medical personnel are counseled and advice is given to manage any problem that might have developed. Small and large problems are considered equal. Every person in the Company should feel comfortable communicating with the CMO or Sono Bello’s Governing Body about any concern.
When a company grows exponentially in bad economic times there should be lessons to learn. A niche that has not previously been filled was identified. The surgical service that is delivered must be safe and consistently given by an experienced, reliable, and certified person. Follow up after the service should not be haphazard but by prescription. The Company should not be afraid to financially support the product with professional marketing. Take care of the patient with the less than perfect results using decisive action that may involve the advice of the entire chain of command who should always be reachable, accommodating, and personable.