Doctors and plastic surgeons aren’t immune to economic downturns

By Flickr user EverJean

But my dermatologist?

This week’s tender missive from the skin doctor offered a “Valentine’s Day Special” — $50 off any Botox treatment to eliminate those unsightly lumps and lines caused by tense facial muscles.  It raised my eyebrows – no pun intended – because this particular medical practice is hardly a fly-by-night “Drive-thru Derm” chain – they’re highly respected local skin cancer specialists associated with a major teaching hospital.

Times must be tough if they’re resorting to coupons.  I seem to remember a pre-holiday Christmas special on peels, too.

All of this is to suggest that practitioners of elective medicine and optional cosmetic treatments might be struggling to maintain caseloads when their patients are cash-strapped.

If you’re looking around for an offbeat and highly readable biz feature, check out the market for cosmetic procedures in your neck of the woods.

This Science Daily account of an annual report by the American Society of Plastic Surgeons notes that cosmetic procedures were down 9 percent in 2008 compared to 2007.  Breast, liposuction and tummy tuck work all suffered double-digit declines — I guess as a nation we’re more willing to be plump and gravity-stricken during recessions.

Could 2009 have been any better?  The 2008 report came out in March of this year so if you start your own reporting now you can be ready to launch the story when the 2009 numbers are revealed.

Keep in mind the multimedia and graphic possibilities.  A video of a face peel or nose job could generate quite a few clicks on any Web site, while before-and-after shots of any procedure are a sure hit, too.

And is skipping the beauty treatments a penny wise, pound foolish strategy?  This AARP Bulletin article suggests that older workers trying to stay competitive in a cutthroat job market are getting face-lifts and other procedures to disguise their years.

In a serious vein, you can talk with medical practices, practice administration professionals, financial advisors who specialize in advising health care experts, boards and state medical associations, even the placement and career offices at medical schools.

Don’t overlook the suppliers; I have a feeling that the idea for that Botox coupon originated with the company that makes the paralyzing substance and that dermatologists nationwide are probably offering the same thing.  Check with pharmacy companies or even pharmacy schools in your area about trends, innovation and demand for various therapies.  If you can find a candid pharmaceutical rep you might get some eye-opening information.

The flip side of the story:  What are consumers doing instead?  Are sales of over-the-counter facial peels at drugstores and outlets like Avon up?  Are more people buying As-Seen-On-TV neck-lifting exercise gadgets?  What’s the market for DIY cosmetic therapy?  This British article  from Telegraph.co says patients there are indeed opting for less-expensive peels instead of more invasive treatments.

Don’t overlook vision-care and dental professionals – many of their offerings are elective and/or cosmetic, from Lasik surgery and tinted lenses to tooth veneers.  People in these professions tell me this has been a really dead month so far; workers who have lost insurance are spending money on routine care (if that) instead of looks-enhancing options.