Buyer Beware

January 2008
Cosmetic Surgery Times

 
Perhaps surprisingly, surgery societies contacted by Cosmetic Surgery Times, including the American Society of Cosmetic Dermatology and Aesthetic Surgery (ASCDAS), the American Society of Plastic Surgeons and the American Academy of Cosmetic Surgery, offer members no formal guidance when it comes to selecting practice management software. And, unfortunately says Joel Schlessinger, M.D., ASCDAS president, "There aren't many reputable systems out there, and many of them come and go to the disadvantage of those who have bought them." Instead, we offer some evaluation tips from some software developers and power users in the field:

MIND THE BOTTOM LINE Most practices' challenge is not simply tracking revenue, but, more importantly, increasing profits, says Marie Olesen, CEO of La Jolla Cosmetic Surgery Center. Before programs had the capability to interface with one another, she spent $30,000 to eliminate duplicate data entries — which cost $800 in staff time yearly. Her advice? "Hold a software purchase to the same standard you would a marketing purchase — what's going to be the return on investment from doing it this way, versus another less expensive way?"

SEEK A COMPLETE SYSTEM "Even though you may not be interested in POS and inventory when you buy a system," says Larry Peterson, developer of CosmetiSoft, "at some point, there's a very good chance a plastic or cosmetic surgeon will want to use those features." It's also important to own one's data, which isn't necessarily the case with Web-resident software, he says. Otherwise, backing up data or converting to another system can be costly.

SEE THE BIG PICTURE One's staff might love a program's user friendliness because its tasks mirror what they're already used to, says Ms. Olesen. "But on the cosmetic side, tasks may need to be expanded. Implementing a successful revenue strategy trumps ease-of-use because the measure is not time saved, but revenue and profit generated."

PICK A PROVEN PROVIDER For critical capabilities such as CRM and sales management, Ms. Olesen recommends choosing a proven system from a large vendor with a solid track record. "If you choose some little vendor and you're customer number five, it can be pretty scary," she says. Although early adopters can enjoy strategic advantages, she adds, "I wouldn't experiment with my core business software — billing, scheduling and inventory. You want a well-known provider for those things."

CHECK REFERENCES "Before I purchased my [NexTech] system, I checked with seven practices I knew operated the system and asked for their input," says Dr. Schlessinger. "Some of the items we were seeking weren't available at the time, but they were honest about how it worked." Surgery societies' member forums can also provide valuable input, adds Ms. Olesen.

TRY BEFORE BUY Each practice is unique. Some require more robust scheduling and financing capabilities, while others value pop-up reminders to follow up on patients, notes Jacob Haiavy, M.D., a cosmetic surgeon in private practice. Similarly, Jennifer Aguiar, owner and administrator of Plastic Surgery Tampa and Essentials Med Spa, says some vendors seem to put more effort into flashy user screens than in functionality.

TRUST YOUR GUT "There are a lot of software companies out there going for the kill," observes Ms. Aguiar. But when she was exploring one system, she says, "I didn't get the reassurance that they were going to be there for me after the sale."

"There are many systems out there," says Dr. Schlessinger, "but not many that actually deliver on their promises." A particularly egregious example: he says his practice nearly lost $100,000 on a system that was never delivered (after being promised three times).

"This was the second time we had dealt with this company, and this happened the first time as well," he says. "I guess we really had to learn our lesson well."