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IAPAM Announces Top 5 Aesthetic Trends for 2010: DIY is Out, Physicians are In

January 19, 2010 |

The International Association For Physicians in Aesthetic Medicine (IAPAM) has surveyed its membership, its medical advisory board, and has consulted with numerous experts in aesthetic medicine, to develop a forecast for the top 5 aesthetic medicine treatments or trends physicians and patients can expect to see in 2010.

Aesthetic procedures from Botox to ultrasound fat reduction will continue to out perform surgical options in 2010.  Beverly Hills Plastic Surgeon, Dr. Payman Simoni, agrees.  “With no light at the end of the tunnel for our troubled economy, the year 2010 will feature a very clear shift toward noninvasive procedures, because these procedures are lower cost, and the recovery time is much less.  People will be concerned about taking too much time off of work in an economy that isn’t synonymous with job security,” emphasizes Dr. Simoni.  Therefore, by focusing on growth treatment areas, employing proven business marketing techniques and engaging in continuing education, medspa doctors can look forward to continued growth in 2010.

1.  Decline of DIY:  Doctors will re-position themselves with professional botox training

The IAPAM’s Aesthetic Medicine Consumer Study, surveyed women across the U.S., ages 21-60 on their perception of various aesthetic medicine procedures. As an apparent reaction to the unregulated medical spa industry, 78% of women rated medical credentials as very important when choosing an aesthetic treatment provider. “The results clearly indicate that most women are concerned about their safety when choosing aesthetic procedures, which is a huge opportunity for physicians who wish to expand their practice with aesthetic treatments,” says Jeff Russell, Executive Director of the IAPAM.

Couple this with the recent rash of DIY disasters reported in both the online & print media and on television, and the forecast is for more and more patients to seek out trained physicians to provide minimally-invasive procedures like: botox, dermal fillers, laser hair removal, chemical peels, medical microdermabrasion, etc.

“Incidents like these show the public that these are medical procedures, and there is no safer place that a properly trained physicians aesthetic practice,” says Russell. “That is why in 2010, we are increasing the spaces available to training physicians at our Aesthetic Medicine Symposium’s and Botox Dermal Filler Bootcamps,” continues Russell.  After completing Botox training, of the calibre offered by the IAPAM and other professional associations, doctors are positioned to offer these procedures to both their existing patient base, as well as capturing that growing portion of the anti-aging market who fear the risks associated with DIY medicine.

2.  Cosmetic Injectables:  Still the procedures of choice over the scalpel

Dr. Theodore Corwin, widely recognized plastic surgeon from California, offers this excellent summary regarding the continued success of injectables.  “While cosmetic surgery procedures slowed significantly in 2009 and we are not seeing much change for 2010, the minimally invasive procedures like Botox and fillers, will continue at a steady pace.”  Dr. Corwin continues, “in spite of the terrible economy patients seem to be able to find that few extra dollars for their Botox fix.”

Dr. Simoni builds on Dr. Corwin’s observation.  “The competitive job market may force many individuals to seek help from cosmetic surgery to look more youthful and refreshed; therein lies the popularity of injectables like Botox.”

Interestingly, while Botox is still “king”, there is more competition on the horizon.  In 2009, Dysport was approved for cosmetic use in the US, offering a choice to consumers interested in a botulinum toxin product.  Moreover, two more competitive products could be approved in 2010:  Purtox and Xeomin.

Dr. Corwin also adds that, “fillers have been very successful this year and will probably continue to be next year.”  An interesting change “in fillers is the amount in the syringe.  Radiesse is now available in 0.4cc, 0.8cc and 1.5cc, so patients can choose whether they want a little touch up or a big change.  Also, Juvederm says they are going to add a local anesthetic to their filler which will make the injections a little less painful.”

Finally, fillers like the 2009 approved Sculptra, will allow doctors to perform virtually non-surgical facelifts.  Keith Veseleny, Editor of American Health and Beauty believes that, “more non-surgical procedures using fillers will be developed so that patients have a non-surgical option for nearly every need.”

3.  Medical Weight Loss Management: Key growth area for physicians

Globally, the World Health Organization estimates that 400 million people are obese, and 78 million Americans are classified as obese.  This number is projected to increase to 700 million world-wide by the year 2015. To address this universal epidemic, medical weight management will be offered by more and more physicians internationally.  People tired of yo-yo diets and special meals, are looking to physicians to assist in permanent weight loss. So doctors are in a unique position to capture this market with effective weight loss strategies, since they already have the trust of their patients.

To address this anticipated market growth, organizations like the IAPAM are proactively offering training to doctors in medical weight management , in 2010.  Medically supervised programs, like the IAPAM’s, include overviews of hCG program protocols & best practices; VLCD/LCD diet programs; meal replacement diet programs; ketogenic based diet programs; utilizing B6/B12 injections in weight loss; and using prescription appetite suppressants & lipase inhibitors in weight loss (Xenical(TM), Meridia(TM), etc.).

4.  Body Shaping:  New non-invasive technologies offer tremendous advancements

In speaking to both Dr. Mitchell Chasin and Jeff Russell, the market for body re-shaping will grow significantly in 2010.

Dr. Mitchell Chasin, respected Medical Director of the Reflections Center for Skin and Body, believes that the new year will see a new frontier in body shaping. From innovative new uses for ultrasound in lipolysis, to the use of cryolipolysis, patients now have a number of non-surgical options for body sculpting.

Dr. Chasin shares that “there are a slew of cutting-edge devises on the horizon, all with the ability to bring changes to body and skin completely non-invasively. Some of these are already surfacing, like the Zeltiq device, which uses cryolipolysis (cooling of the fat cells) to remove fat cells from the body without damaging the skin, muscles or nerves.  Zeltiq is currently FDA approved for skin cooling and should soon receive clearance for fat removal.

This and other devices will be made widely available this year and represent a clear indication of where aesthetics is heading.  The two things my patients are most concerned with are minimal downtime and getting great results.  Devices like Zeltiq allow us to help them to make a meaningful difference in their appearance and get on with their lives quickly.”

Jeff Russell, Executive Director of the IAPAM echos Dr. Chasin’s forecast, particularly regarding fat reduction.  Jeff envisons that Syneron Velashape, as well as the potential new competitors: Ultrashape  and Liposonix, will provide “new options for those who have localized fat deposits and are looking for minor re-shaping of their body.”

However, Jeff adds, that for more “effective contouring, the laser-assisted lipolysis machines like Palomar SlimLipo, the Cynosure SmartLipo, and and the ultrasound based Vaser, offer the best results.”

“We would all like a “zero-invasive” way to re-shape the body, but the results just aren’t there yet with these completely non-invasive options (i.e. Zerona, Ultrashape, VelaShape),” concludes Russell

Ultimately, Dr. Chasin and Jeff agree that technological advancements in fat removal equipment “will allow this treatment to regain its popularity.” From Zeltiq and Zerona to Ultrashape and Liposonix, these new, remarkably non-invasive options will re-position body trimming as one of the more popular aesthetic medicine treatments.  Dr. Simoni agrees. “Many companies recently have invested in laser liposuctions that promise a less invasive approach than the traditional liposuction.  I believe that new laser [and other technology] assisted liposuction procedures will be able to bring liposuction back to the number one plastic surgery procedure spot that it once enjoyed.”

5.  Cosmetic Dentistry:  Advancements will capture more of the aesthetic medicine market

Dr. Thomas Connelly, renowned NYC cosmetic dentist, sees the a tremendous opportunity for dentists to capture some of the market in aesthetic medicine. “We are seeing rapid advancements in tooth whitening.  Usually oxidizing agents have been suspended in glycerin and applied to tooth enamel.  The oxidizing agent (usually a form of peroxide) diffuses into the enamel from the glycerin.  Glycerin is SLOW!  We are seeing new methods such as paints, sprays and new developments in applicators to speed up the process of getting the oxidizer into the enamel quicker.

Dr. Connelly also finds that, “with the newer compositions of porcelain (eMax by Ivoclar) for porcelain veneers, crowns and bridges, it [allows dentists] to make bridges out of all porcelain (no metal underneath) that look realer than ever before.  As more and more dentists perform cosmetic procedures, the level of excellence, expected by patients, and provided by the top tier of cosmetic dentists, is staggering.”


A poll of 2,227 U.S. adults released in December 2009, by Harris Interactive on behalf of, found that more than half of all adults (54%) would choose cosmetic work if money wasn’t a concern.  To successfully capture this market, physicians are advised to focus on:  cosmetic injectables, body contouring treatments, non-invasive fat removal technologies, and medically supervised weight loss programs, and they must ensure they are properly trained in all procedures that they offer.

For more information on the IAPAM’s 2010 calender of Aesthetic Medicine Symposiums, Injectables Training, Medical Practice Start-Up Workshops or Medical Weight Management Seminars, please visit or contact Jeff Russell, Executive Director, IAPAM, at 1-800-219-5108 ext. 705,

About the International Association for Physicians in Aesthetic Medicine (IAPAM)

The International Association for Physicians in Aesthetic Medicine is a voluntary association of physicians and supporters, which sets standards for the aesthetic medical profession. The goal of the association is to offer education, ethical standards, credentialing, and member benefits. IAPAM membership is open to all licensed medical doctors (MDs), dentists (DDSs/DMDs) doctors of osteopathic medicine (DOs),  physicians assistants (PA’s) and nurse practitioners (NP’s).  The IAPAM was founded to unite licensed physicians who practice aesthetic medicine and their supporters.  Physicians are required to abide by the principles of good medical practice, and be currently licensed with their appropriate medical certifying body.  Information about the association can be accessed through IAPAM’s website at or by contacting:

Jeff Russell, Executive-Director
International Association for Physicians in Aesthetic Medicine (IAPAM)
1-800-219-5108 x705



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