Facing the Revolution in AestheticsBy Miriam Bello | Fri, 11/06/2020 - 17:48
Q: What were the main factors that led the company to change its name from Ultimate Médica to Dr. Frank Rosengaus?
A: Over the years, the clinic was gaining recognition thanks to my presence in various congresses as a global opinion leader on certain issues. The name Frank Rosengaus was acquiring greater value, so we decided we had to invest in my name and make it better known in Mexico. We approached branding experts and agreed that my name was the company’s most important asset. We began the transition with the design of the logo, which is now my signature. Two years ago, my book was also published by Penguin Random House called The Rosengaus Method, which helps people to make better decisions and to improve the doctor-patient relationship in aesthetic procedures to get better results. Finally, we decided to renovate the entire clinic to give greater presence to the brand and the Rosengaus name.
Q: What is the philosophy behind the Rosengaus method?
A: Everything comes from the idea that the search for beauty is endless and neither the patient nor the doctor will be completely satisfied after the procedure. In the science against aging, this is the first problem we face because the question arises of whether we are actually creating beauty or restoring it.
To define that, we use the scientific method, which requires a null hypothesis and forces us to ask ourselves what we can do better. The first step is to change our concept of beauty and that is totally challenging because we are always looking for more beauty, better products, better techniques with fewer complications that are faster and less expensive. That said, the Rosengaus method always helps the patient find all of the above.
Q: There are many people who are against plastic surgery. Has this changed over the past few years?
A: The change has been dramatic and is due to the emergence of millennials. This group has a different concept of beauty. For them, beauty must be maintained and they do not see this as a luxury or as vanity, but an asset they can take advantage of. It is proven that beautiful people do better in interviews, have better salaries and receive less punishment before a judge, among other things. And even though people say that what matters is internal beauty, the reality is much different.
Millennials live in social media, where beauty is the only thing they can show to their followers. If today a person seeks a partner on Tinder, the first thing they look at is beauty, not if they are a good person with good feelings. Having said that, millennials have become an important social group for defining beauty. They come to us at an earlier age for a pre-rejuvenation procedure. We have new treatments for them, which are small improvements in the structure of the face, such as a better chin, cheekbone, nose and cheek.
In addition, genre has lost relevance in aesthetic procedures. We have the same number of male and female patients under 35 years old. This has led to a great change in my specialty due to the necessity for methods to improve the appearance of a young man. Next is Generation Z, for whom it is no longer about aging but about expression treatments. We have the Happy Face Treatment, which provides people with an expression of happiness when they normally have a sad or angry face.
Q: How have you taken advantage of the popularity of these new treatments in terms of medical tourism?
A: In other countries, people are more open to seeing a doctor they discovered on social media. In Mexico it is different because people need a personal recommendation. Millennials look at about 1,000 photos before choosing a doctor and to excel you have to be posting all the time. Also, before deciding on a treatment they see two doctors. In our case, 98 percent of the people who know us decide to receive treatment with us.
Q: What are your expectations for the IMCAS World Congress 2021?
A: The idea of this congress is to bring together all the specialties that are dedicated to aesthetics. It did not exist before and a paradigm broke because doctors now understand that they can learn a great deal from the experience, patients and problems of other specialties. All this turned out to be a win-win for the industry. Twenty-one years ago, 250 people came and in 2020 the number was 13,000 doctors.
There are already several IMCAS congresses around the world, but in Latin America there is a great need for information on aesthetic medicine. There are only small regional events where they invite two speakers. For that reason, four years ago we started IMCAS America in Cancun and then in Cartagena, Colombia. IMCAS has the power to convene more than 60 international speakers in a single event.
Q: What are your priorities for 2020?
A: We have several projects. The first is to consolidate the brand and for that, we will finish a complete renovation of the clinic. We have made strategic partnerships with other companies such as Kaloni, which is dedicated to hair treatments for men, and we will launch a national promotion of a new brand aimed exclusively at women.
Dr. Frank Rosengaus specializes in noninvasive aesthetic treatments and cosmetic plastic surgery. ISAPS ranks Mexico fourth in terms of its expectations regarding cosmetic treatment volume concentration