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Business View Australia - May - June 2016 15
great strides in creating a better
quality of life for women, particularly
those in menopause. Dr. Oates
opened a second clinic in Sydney,
under the banner Academy Laser
Clinic, mainly for this sought-after
procedure.
The industry is highly governed
because Schedule 4 and 8 drugs
are involved (i.e. Botox and fillers).
Heywood
admits,
“We have to be
very careful with
advertising, as we’re
not allowed to entice
people to use those
products. Words like
‘wrinkle-relaxer’ or
wrinkle filler are ok,
but never a product
name.”
There are also strict
protocols to be followed by nurse
injectors. A doctor must consult a new
patient and write a script for wrinkle
relaxers and fillers, etc. before the
registered nurse does any injecting.
Detailed notes are required, and
scripts renewed every year.
Investing in the future
In lieu of expansion, the clinic chose
to do their own ‘facelift’ in three
stages over the last 12 months:
Dr. Oates’ consulting room was
gutted and transformed to meet the
new business profile.
Academy Day Hospital was fitted out
with a modern, open-plan design for
better interaction between patient
and nurse during recovery. A purpose-
built Cool Room was created for the
popular ‘cool sculpting’ treatment,
and the hospital is now seeking
plastic surgeons for procedures not
currently offered, such as breast
augmentation and abdominoplasty.
Total
rebranding
at the Academy
Face and Body end
of the practice.
Fresh colours and
increased
open
space
promotes
client comfort and
the new design
highlights products.
Investment
in
new lasers and
treatments is ongoing. A close
relationship with many suppliers
keeps Academy updated on leading-
edge technology, though equipment
is never purchased without a
substantial
trial
beforehand.
Because, as Heywood explains, “You
can spend $200,000 on a new laser
and every company will tell you theirs
is the best. In our industry, we have
to put faith in what they say, do our
research into the technology and
science behind the device but we also
do our own due diligence by trialling
equipment first. Our reputation
demands that we offer results to our
clients.”