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Mira Clinic

45 Havelock Street
West Perth
Western Australia
6005

Our Entry for the Award:
Best Aesthetic Practice - Western Australia

Please tell us about your practice. For example: When did you open? Why did you choose the location? How do you feel your practice meets the demands of the area you have opened in? How did you decide on your branding and how the interiors of the practice would look? How many patients do you have on your books? How busy are you?

Prior to opening this clinic, I have worked in cosmetic medicine clinics as an employee doctor or independent contractor and as a (minority) shareholder. This is my first clinic wholly owned and operated by myself (Dr Andrew Clark).

 

I wanted to create a clinic that was going to be so much more than just a functional space in which to practice cosmetic medicine. I wanted to create a clinic that transported visitors to a luxurious sanctuary where the aesthetic attention to detail of the business was conspicuous at every level. The branding, the website, the customer service, the booking process, the physical aspects of the clinic, the nature of the consultations, treatments and the follow up, all had to be developed with this in mind.

 

I felt that confidence in one’s practitioner(s), combined with a unique and stylish experience would entice clients to travel across the city for their treatments. Which is why I decided not to choose a sub-urban location based on the absence of competitor businesses. Instead I set out to find an older elegant building with renovation potential in a location that had excellent parking, and that was close to major transport routes.

 

It took some considerable effort to find the premises (as it was not being actively advertised). The location was perfect as it is only a few minutes’ drive to Perth’s main freeway, which provides access to a huge proportion of Perth’s population in under 30 minutes of driving. The location is also convenient to the CBD, with bus stops from the CBD via Perth’s free “City Cat” bus service.

 

Once the renovation was completed (along with a myriad of branding, website, booking software and other operational tasks) MIRA Clinic was formally opened at a Gala Event hosted by Mr John Burgess (of "Wheel of Fortune" fame) on 30th November 2016. The unveiling of the opening plaque was officiated by the Lord Mayor of Perth, the Right Honourable Lisa-M Scaffidi, in front of a crowd of over 100 of Perth TV personalities, including politicians, bloggers, models and business owners (which was covered by a photographer from our local GP.

  

http://thesocialpages.com/2016/12/vip-opening-of-mira-clinic/

 

MIRA clinic is situated in a gorgeous 2 storey federation-era home situated just a short distance from the Perth CBD. It is possible to easily reach the clinic from the major freeways, or to catch the free "City Cat" bus from the city.

 

The building was last renovated in 1993, the green carpet, pink walls, fluorescent strip lights and laminex covered chipboard built-in furniture was causing the building to look decidedly tired.

 

I enlisted the help of my good friends Carole and Russell Bramston and their business "Design Rules", (who were runners up in the 2014 series of Channel Seven's "House Rules”). We had just 3 weeks to complete the renovation and get ready for opening day. The vision was to create a renovation that was consistent with the brand identity of “Old becomes New”. The "Old becomes New" theme is demonstrated in the website and front sign hero image that features two overlayed images. One in blue of a contemporary modern female model, and the other image in pink of a beautiful Victorian era woman (see image number 4).

 

To achieve this we felt it was necessary to emphasise the best features of the historic building such as the huge rooms, the high ceilings (3.5 metres), the timber floors, the ornate architraves, and the ceiling plaster features. Instead of trying to renovate in a "period" style, we wanted to bring the feeling of modernity and cutting edge that one expects from a premium aesthetic clinic. We did this by choosing an eclectic combination of furniture and light fittings from famous mid-century designers as well as modern day designers. Light fittings in the clinic are from Lindsey Adelman, Raimond Putts, and Jonathan Adler. The furniture pieces are by classic designers such as Eames, Moooi, Rashid and Starck.

 

So we set to work by stripping away all of the existing carpets, light fittings and built-in furniture. An operating theatre, complete with a 150cm operating theatre lights, was completely dismantled and stripped back (the component parts of the operating theatre were donated to a charity that helps supply African hospitals. All up we filled 5 large skip bins during the renovation.

 

Whilst incredible attention was lavished on the physical appearance of the renovation, we were also mindful of sticking to sensible design rules to allow the clinic to ultimately operate in a practical manner. Attention was also paid to necessary compliance issues (e.g. waste disposal and sharps bins policy as administered by the Department of health rules; as well as a walk in automatically lockable safe for our injectable products that was compliant with our Poisons license application).

 

My staff and I got our hands dirty, and assisted Carole and Russell with the whirlwind renovation, along with fantastic assistance from the relevant trades who were selected and project managed by Design Rules.

Even though we have only been open for 10 months, we have treated just over 2000 separate individuals. In recent weeks we would see 25 new clients and we would have 125 to 150 separate appointments for consultations or treatments.

Please tell us about your team. How did you recruit your staff? How has the team been integral in the success of your practice? What on-going training and development opportunities do you provide your staff? Please also provide us with a professional biography/biographies of the practitioners working at this practice, listing details of training and background; qualifications, accreditations and experience; any previous accolade; any work you/they do as a conference speaker, KOL or trainer; any clinical studies, papers or articles you/they have written that have been published in professional magazines or journals; any associations you/they are a member of and any roles you/they hold within these associations.

Dr Clark has been invited to lecture on, and teach cosmetic medicine injection techniques at numerous conferences and venues throughout Asia. He is an International Key Opinion Leader for the dermal filler Ellansé as well as a certified trainer for the administration of Galderma, Anteis, and Sinclair aesthetic medicine products. Dr Clark is a member of the Australasian College of Aesthetic Medicine and an active participant in many online industry forums.

Already in the short time that MIRA Clinic has been opened, the clinic and Dr Clark have called upon to provide expert commentary on the Aesthetic industry for many articles and segments in magazines, newspapers, radio and television:

- Three different articles appearing in the West Australian newspaper.

- MIRA Clinic and Dr Clark have been interviewed by Channel 7's current affairs program "Today Tonight" and the results of two of MIRA Clinic clients are expected to be featured on the program next week.

- Aesthetic Medical Practitioner magazine (Issue 10 pages 90 to 93; and Issue 10 pages 104 to 106) 

- The Asian Aesthetic Guide 2015 volume 9

- Australian CosBeauty Magazine (Issue 77 pages 72 to 73)

Prior to working in Aesthetic Medicine, Dr Clark has co-authored scientific articles in the fields of Muscle Biochemistry, and Microvascular Physiology. His papers have appeared in The American Journal of Physiology, Diabetes, Microvascular Research Journal, Asian Aesthetic Journal, Diabetologia, The Scandinavian Journal of Physiology, The Journal of Clinical Nutrition and Metabolic Care, Clinical Science (London) and ATVB (Arteriosclerosis, Thrombosis and Vascular Biology Journal).

My staff for the new clinic were hand picked from a group of talented and motivated individuals whom I had already had the pleasure of working with at my earlier appointments. I wanted to ensure that these established and successful people (registered nurses, dermal therapists and receptionists) would choose to join my

 

So before I approached my prospective staff I made sure to complete:

 

- the technical design drawings for the new clinic.

- the new logos, brand artwork, branding style guide

- rough draft of the website,

- mission statements for the business with an emphasis on tailored treatments and strategies to minimise complications, maximise education and maximise client satisfaction

- the opening business plan and projected financials

Equipped with what I hoped was a compelling sales pitch I approached these key individuals and I was delighted when 100% of them agreed to join my new venture.

 

It was always going to be difficult to get such a large centrally located clinic operating successfully during difficult economic conditions. It was only possible because the selected staff already had the key skills to execute the plan, as well as a shared passion for providing exceptional cosmetic treatments, but only after comprehensive and realistic education to clients before all treatments.

Please tell us about the areas your practice specialises in. What procedures do you offer and how and in what ways do you keep on top of the latest advances and techniques in your field?

Our practice is 100% non-surgical and 100% cosmetic. We have medical practitioners, registered nurses, dermal therapists, and skin care consultants. We run fortnightly education and training sessions. We have a roster of education topics and senior staff memebers are required to take turns to prepare a lecture and interactive training session for the other staff. Preparation for these events requires our staff to do literature reviews and to digest and summarise latest scientific papers and media articles for presentation to their peers.

Each year we aim to have our medical and nursing staff each attend one international training or conference event and one interstate training or conference event. Even though we have only been open for 10 months, our staff have already attended an advanced anatomical and cadaver workshop in Singapore as well as an injection technique masterclass in Bangkok.

Our most popular treatments are wrinkle relaxing injections. We use all brands approved for use in Australia, and we are expereinced in tailoring our treatment doses and injection points to get more or less subtle results according to our clients wishes.

We are most well known for our effective use of dermal fillers for a natural looking restoration. We are experienced performing all types of dermal filler treatments including:

- hands

- neck lines

- chin augmentation

- mental crease softening

- fine line dermal filling

- tear trough correction

- lip augmentation

- cheek filling, both malar (anterior cheek) and pre-auricular (posterior)

- non surgical rhinoplasty

 

 

The rooms of our clinic are extremely spacious and comfortable with plenty of interesting artwork and designer furntiure pieces to admire and to distract from any discomfort that might be felt during treatments. We have 4 large treatment rooms that are in full time use, and luxurious reception and waiting areas. We provide a full suite of non-surgical cosmetic medical and aesthetic services: 

  • Wrinkle Relaxer injections
  • Dermal Filler Injections
  • Beauty Booster injections of non-cross linked hyaluronic acid (using the Korean V2 injector)
  • Hydradermabrasion and nutrient infusion using the Hydrafacial®
  • IPL for rejuvenation
  • IPL for hair reduction
  • Enlighten® Cutera Laser for Pigment
  • Enlighten® Cutera Laser for wrinkle reduction using the Multi-Focus Array Lens
  • Enlighten® Cutera Laser for Tattoo removal
  • Belkyra® Double chin dissolving Injections
  • Radio Frquency Fat Reduction using Vanquish®
  • Dermapen treatments
  • Platelet rich Plasma rejuvenation
  • LED Skin Rejuvenation using the XEN®

We also advise on and sell the Cosmoceutical ranges from Aspect Doctor and Teoxane. For help with post treatment cover up we advise on and sell the Oxygenetix range of foundation.

 

 

In no more than 500 words, please explain how you feel that you offer a high standard of clinical care to your patients? What does your practice do to make the patient experience unique from start to finish? Describe the patient journey from initial enquiries through to consultation, treatment and aftercare.

 

The stylish ambience and the cutting edge design of the clinic immediately puts clients at ease. They sense immediately that this is a professional group of practitioners who are focussed on the comfort of their clients as well as possessing an attention for style, proportion and detail. The treatment areas are fully compliant with all relevant Department of Health guidelines, but they do not look or feel like a regular medical surgery. There are no immunisation or cancer information posters, only contemporary professionally framed and hung art work.

 

Both our AHPRA registered staff (medical practitoners and registered nurses) and our non-AHPRA registered staff (dermal therapists, skin care consultants and receptionists) atttend regualr training sesssions within the clinic. Training is sometimes performed by seniour staff and sometimes by external training provicers. All staff also regularly attend both Australian and international conferences, most recently a dermal filler injecting masterclass in Bangkok.

 

The rooms are extremely spacious and comfortable with plenty of interesting artwork and designer furntiure pieces to admire and to distract from any discomfort that might be felt during treatments.

 

With the economic downturn in Perth (after the decline in mining investment), many clients are looking for ways to reduce their expenditure. However, consumers are still very demanding when it comes to the high level of service that they expect and (perhaps more importantly) the excellent results they demand from cosmetic medicine treatments. By focusing on non-surgical treatments and using my experience to develop an algorithmic approach to the delivery of these treatments, I felt that it was possible to deliver the highest quality treatments but at a fixed price which was significantly lower than the prevailing market rates.

After treatments, all clients are given the contact details of their practitioner and are encouraged to contact us immediately if they have any questions or concerns. Clients receiving a particular treatment for the first time are encouraged to book for and attend a complimentary follow up appointment. All clients have the option of attending for complimentary follow up or review appointments, regardless of how often they have had the treatments before.

Please provide at least one example/case study illustrating your work and details of how you achieved the result. Before and after images must be included.

I first met Carole Bramston in 2014. Carole had come to see me at the recommendation of a friend. Carole had just finished filming "House Rules" and was wanting to refresh her appearance so that she might feel more confident dealing with the media interest that followed the airing of the top rating TV show. She was extremely worried about looking unnatural or of being "found out" for having any cosmetic medical treatments. We actually had to schedule Carole's appointments when no other clients were around and she would wait until the coast was clear before entering via a rear entry to the clinic.

 

The first cosmetic medical treatment that Carole had was wrinkle relaxers (Botox) for her frown and crows-feet. There was no way Carole was going to let me take any pre-treatment photos (which is why all of the 'Before" photos in this application are in fact “after" botulinum toxin treatment).

 

Carole was surprised by how easy the treatment was and how profound were the results. She seemed to enjoy the results so much that she announced publicly that she was getting “Botox treatments. Carole returned some time later to discuss options for further treatments that could restore her appearance but keep her looking “normal”.

 

Carole came to me explaining that she had some important media appearances in just one month’s time. Carole asked me to help her achieve the most significant results I could non-surgically, so she could look her best for these appearances. Carole had a few other requests that also helped to determine the treatment options:

  • Carole wanted minimal down time as she had to travel and spend time with family in just over a week
  • Carole wanted the results to last as long as possible
  • Because Carole was going to be travelling, all of the treatments had to be done on just one day

 

Carole told me that she was frustrated that she was frequently being asked why she was looking so tired or sad. She had specific concerns with her jowl area and wanted help to look more “refreshed”. Carole showed me several photos of some celebrities whom she felt looked unnatural from too much “plastic surgery or fillers” and she “definitely [didn’t] want to look like that”.

 

Assessment:

Carole’s most recent botulinum toxin therapy was still working well and at that time further Botulinum toxin treatment was unnecessary.

Carole had never before had dermal fillers.

Carole’s “tired” and “sad" look was contributed to by sub-orbital hollowing, volume loss through the cheeks, down turned mouth corners, sagging of the jowls, small (volume depleted) lips. An upward folding of the chine, causes a deepening of the mental crease, together with a relatively short lower third of the face, the long and tired look of the mid face was exaggerated.

 

Client Factors:

The small window of opportunity for treatment meant many treatment modalities (that I might otherwise use in my clinic) relied upon repeated treatments and / or delayed manifestation of results (such as Poly-L-Lactic Acid, Platelet Rich Plasma, Dermal Needling, Laser resurfacing) all had to be excluded.

 

Treatment Plan

I felt that the most important physical signs of the tiredness and sadness were best addressed with the following treatments that were all undertaken on the one day soon after the consultation:

 

  1. Malar volumisation using
  2. Pre-auricular volumisation
  3. Lip augmentation
  4. Sub-Dermal filling of the Mental crease
  5. Silhouette Soft thread lifting with two threads on each cheek

 

Additional comments:

 

  • Cannulas were selected for administration for improved safety and for decreased risk of bruising and down time.
  • Due to Carole’s request for immediate results and for long lasting results I opted for the “E” (i.e. longest lasting) version of the dermal filler / collagen stimulator “Ellansé”
  • I have found that my results from the Silhouette Soft thread lifting treatments are improved by requiring my patients to wear some tape after the procedure. I believe the tape takes some of the weight of the tissue that has been lifted and in the 48 to 72 hours during which the tape assists, the inflammatory cells of the body respond to the PLL of the thread and form an adhesion to the thread that exceeds the physical lifting capable only through the resistance of the cone.

 

After the Dermal Filler and thread lift procedure

 

Carole was extremely satisfied, her results were obvious to her and her loved ones. She felt that her results looked natural and she told me that I had avoided the “overdone” look that she wanted to avoid. Carole also reported that she became more satisfied with her results over time. Perhaps due to the collagen stimulating effect of the Ellanse product.

Explain how you deal with challenging or difficult clients and complaints? What protocols do you have in place?

Our clinic places a huge emphasis on setting expectations BEFORE treatment. One the main KPI's that we monitor closely is the rate of complaints or comments from clients regarding outcomes being less pleasing than hoped for. We recognise that no matter how skilful an aesthetic practitioner might be, it will be inevitable that some clients will have hoped for better, or longer lasting results than what was ever possible.

We aim to minimise complaints or comments of this nature by dedicating significant time and effort in educating clients on the mechanism of action and likely results of proposed treatments. We use a library of before and after images that are typical of actual results and honest in describing the amounts and costs of treatments undergone to achieve those results. By using this approach we often end up losing potential business (as patients who are hoping of impossible results are turned away). But by doing this we massively increase or rates of satisfied clients and decrease our rates of complaints. In the long run this has proven to be to our benefit as we have improved client loyalty and client referral rates.

Please tell us the ways in which your market and promote your practice? How do you ensure you are being ethical?

We have a state of the art website which we promote through SEO and pay per click. We focus on providing content which is educational, informative and realistic. The last thing we wish to do is to generate leads that turn out to be prospective clients who are prepared for and expecting impossibly good results.

We have an active Instagram and Facebook account, that posts useful information and captivating images including before and after images. Wheneve we post client images, our marketing staff go through a checklist to help ensure compliance with all legal requirements. We meet regularly with our social media marketing team and provide frequent feedback on all of their work. We already have extreme confidence that or social media team is well aware of and compliant with the many rules and responsibilities that relate to marketing of medical service providers.

We ensure we have signed photo consents for all client photos that are posted. We ensure that all client photos that show treatment results are accurate, un-retouched, and are only of clients that our staff have actually treated. We also make sure that all details of the treatments are clearly spelled out so as to not confuse or misrepresent clients.

One of our most successful forms of marketing has been through paid Facebook advertisements created, submitted and managed through the "Ads Manager" tab on our Facebook page.

We also advertise in our local suburban newspapers (The Stirling Times and The Western Suburbs Weekly) and in our main statewide newspaper (the West Australian). Our most successful print advertisements feature the tag line "Luxury doesn't have to be expensive" with a all inclusive set price for one of our treatments.

More recently we have started a series of radio advertisements, also featuring an all inclusive set price for one of our treatments.

 

Please provide some examples of patient testimonials about your practice.

As you would be aware, the Australian Health Practitioners Authority prohibit the solicitation or promotion of client testimonials for the advertising of businesses that perform medical and nursing treatments. Nevertheless, we do not have the ability to edit or control the reviews that are posted by members of the public to our Facebook page and our Google Places listing.

 

We are very proud of the fact that we have had 50 unsolicited Facebook ratings published about MIRA Clinic (at the time of preparing this entry) and so far all of them have been “5-Star". Many of these ratings have been accompanied by postive testimonials. The positive commentary from the public about our clinic praises our friendliness, our passion for our jobs, the beauty of the clinic as well as referring to superior results from treatments done at our clinic. Ultimately the best testimonials are those where our clients are so happy with their expereince that they want to encourage their friends and family to visit us so that they might also enjoy the same experience.

 

Please have a look at our many reviews at:

 

https://web.facebook.com/pg/MIRAClinicWestPerth/reviews/?ref=page_internal

 

I think the following comprehensive review that we found posted online about us, described nicely all of the key client experience touch points that we strive to ensure leave our clients delighted to visit us:

 

Where can I even start

I made a cheeky booking wondering if I could get in on the same day, and to my delight I could. TICK

You have on site parking. TICK

I was greeted kindly be your delightful receptionist and immediately offered refreshments. TICK

Forms to fill in, that's to be expected. I arrived early to ensure they were done in time for my appointment TICK

Claire greeted me warmly and showed me to the consulting room, where we had a great chat about what I was after, what my concerns were, what I've had performed previously - and all the while she is checking me out (in a professional way) watching my expressions, muscles, lines etc and making her own assessments. TICK

After much discussion and a FaceTime with Dr Andrew, we decided what we'll be carrying out today and even discussed future treatments (which I'm incredibly excited about) I had the relaxers I was after, I had the lip fillers I was after - the numbing - THAT IS INCREDIBLE I won't spoil it for others, but that is by far the best numbing I've ever had.

 

I can't wait for my next visit. You'll be seeing me again and I'll be telling EVERYONE about you.

 

Thank you for an amazing clinic, and amazing practitioner in Claire, who made me feel very comfortable, informed and relaxed throughout the entire visit, and amazing products. Can't wait to see how long I get out of these lip fillers. Well worth the extra $$$ I think.

 

See you soon for cheeks

 

Karen

In no more than 500 words, please tell us why you feel your practice is at the forefront of the industry and why you should win the title of Best Aesthetic Practice.

MIRA clinic has only been open for 10 months, in that time we have already seen and treated over 2000 separate individuals. We have developed and implemented a successful consultation and treatment process that results in much higher client satisfaction rates and extremely low rates of patient complaints. We have created a stunning physical space with gorgeous and stylish decorations, our consultations are long and informative, yet we have managed to acheive high enough treatment volumes to keep our treatment prices extremely competitive. We have created a suite of branding and educational materials including a library of "before and after" pictures, as well as an extensive list of FAQs addressing every part of the treatment process. We have started to produce a range of educational and promotional videos that will be used both in clinic and in public social media to help inform prospective clients about prospective treatments.

Doing all of this has required a monumental effort from an incredible team. I believe our acheivements are even more extraordinary when you consider that economic conditions in Perth recently have been tough.

Winning this title would provide an extremely well deserved validation of the incredible amount of hard work that they have put in. We hope that the acheivements of our clinic can inspire our peers to focus on patient satisfaction and customer experience.



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