The Importance of the Provider

Commoditization is one of the biggest risks facing today’s cosmetic physicians, according to Chicago-based facial plastic surgeon Steven Dayan, M.D.
“The more patients [and other] consumers hear and believe it is the product and not the provider that is key to the outcome, the less relevant the provider becomes. Look at laser hair removal and Lasik surgery — two markets devalued by commoditization,” says Dr. Dayan, a New York Times best-selling author, who presented “Advanced toxin and filler strategies to avoid commoditization,” during the 2017 Vegas Cosmetic Surgery and Aesthetic Dermatology meeting, in Las Vegas.
Discounting is at the root of this evil, according to Dr. Dayan.
“Once discounting starts, it is a fast race to the bottom,” he says. “And if we encourage patients to search providers by how much charged per unit or vile, rather than for a natural outcome, we will be only adding more wood to the incinerators of destruction. We will all force irrelevancy.”
Read more at Dermatology Times >>