Pioneers lead the civilization into new technological advancements. Their success teaches special knowhow and failure leaves a valuable lesson. This is also the case in the field of medical aesthetics. In this series, we will discuss doctors who are pioneering the field of medical aesthetics. Continued from the previous article focusing on plastic surgeons, the present article will introduce innovation leaders in the field of dermatology including Dr. Gun-young Ahn of Gowoon Sesang Dermatology Cheongdam, Dr. Beom-jun Kim, Professor of Dermatology, Chung-Ang University Hospital, Dr. Byung-soon Park of Cell Park Clinic, Dr. Yoon-sung Kim of Kimbelle Skin-Plastic Hospital, Dr. Yoo-shin Lee, Professor of Dermatology, Inje University Ilsan Paik Hospital. Dr. Yoo-shin Lee is the oldest dermatologist currently in practice in Korea and has contributed greatly to creating early historical records of the developments in dermatology in Korea.

 

Introduction of laser toning, MSO

Dr. Gun-young Ahn of Gowoon Sesang Dermatology Cheongdam

 

Dr. Ahn of Gowoon Sesang Dermatology Cheongdam has introduced various new treatment techniques in Korea. The treatments that he was the very first to bring into the Korean aesthetic market include iontophoresis, micro needle therapy, and laser toning, etc. all of which have been currently established as the most widely performed whitening and melasma treatments. He also studied various management strategies and integrated them into his management system, which was benchmarked and copied by many of his colleagues. His enthusiasm for new techniques began from his interactions with Japanese plastic surgeons during his stay in Japan.

“I stayed in touch with Drs. Gobaesi, Suzuki, and Yamago of Japan. Dr. Suzuki Harue developed Vital Ionto which became a main treatment modality for melasma in Japan. It had not yet been introduced in Korea and I brought this new technique into Korea as I opened the new branch of my practice in Donam-dong of Seoul in May, 1998. Currently, Vital Ionto is the most frequently used modality for iontophoresis. Then, I also brought in Dr. Gobaesi’s micro needle therapy. In 2004, I invited Dr. Gobaesi to Korea to hold a press conference and began commercializing this new treatment. In 2006, Dr. Gobaesi and I presented our results at the conference of Japan Society of Plastic and Reconstructive Surgery. In 2007, I started providing laser toning. Laser toning originally used C6 laser for melasma removal but I developed my own specialized protocol for melasma treatment.”

Melasma is a very difficult condition to treat as it easily darkens with treatment. Many of my colleagues were skeptical of laser toning when I first introduced it as a treatment for melasma.

 

 

“At the time, dermatologists took a very conservative approach to melasma and recommended topical ointment rather than laser therapy. However, I was confident of the new laser treatment as a long-term follow-up was successfully completed after a small 6-month study. My confidence was based on the efficacy that surpassed that of IPL or Vital Ionto, two traditional modalities of melasma treatment. Many questioned the safety or efficacy of the treatment but I started advertising with firm belief that it would be successful.”

Dr. Ahn says the real obstacle he faced was the prejudice of the patients and doctors. IPL and other popular therapies of melasma at the time had immediate effects and Dr. Ahn had to go against the strong expectation of quick results.

“Laser toning is a form of mild treatment that does not attack melanocytes and optimal results can be obtained through repeated low energy treatments. In the beginning I persuaded patients with the clinical data showing 9 out of 10 patients experienced improvement.”

Dr. Ahn has experienced a lot of success with laser toning, however, continues to look for new treatment methods as melasma has high recurrence rate and unknown etiology.

“No single treatment can cure melasma but combination of different methods can improve the outcome. It was recently discovered that pigments descend through the weakened basement membrane or substances released from dermal blood vessels stimulate melanocytes. This is in line with visible capillaries seen in cases of persistent melasma.”

 

[Advertisement] Ultra Skin/Pastelle – Manufacturer: WONTECH(www.wtlaser.com)

 

Due to such complexities of the condition, other laser toning methods such as Genesis Toning or Dual Toning have been introduced as new treatments for melasma.

“Laser toning refers to a treatment using C6 laser and the terminology can differ if a different device is used. As medical technology advances with introduction of each new treatment, it is an encouraging sign that various attempts continue for developing a better treatment. Availability of various treatments will definitely benefit patients. However, I hope only the treatments with extensive clinical data and proven efficacy and safety should be established as a standard.”

Dr. Ahn is also interested in business administration and is well-read on the topic. He says he came across useful management strategies in books that he may be able to apply to his hospital. He introduced Management Service Organization (MSO) and Customer Relationship Management (CRM) to hospital management system.

“When Gowoon Sesang Dermatology expanded to a franchise brand with many locations, I was faced with bigger challenges than those of a small private practice. With a small practice, the manager was in charge of hiring, employee training, marketing and purchasing, etc. But opening multiple locations throughout Seoul made the old system inefficient. I felt it would be more efficient for doctors and nurses to focus only on patient care. I introduced the MSO system and then CRM system to separate patient care from business for the first time for a medical practice. CRM refers to the corporate activity where a company analyzes and integrates external and internal customer data to maximize customer-centered resources as well as plan, support and evaluate marketing activities. When I first brought it into my practice, only a few financial corporations had practiced customer relationship management in Korea. The manager of each franchise of Gowoon Sesang Dermatology were appointed and trained as a CRM leader, and were to contribute new ideas at weekly meetings. I gave a talk on the results of this new management strategy at Chung-Ang University Hospital, Seoul National University Hospital and a Japanese academic conference, etc.”

Dr. Ahn also named his practice “Gowoon Sesang” when the major trend at the time was to name it after the doctor. His success was based on lessons learned from a previous failure.

“I was the first Korean doctor to expand practice to Beverly Hills of Los Angeles and I opened another hospital in China after the success of SK Beijing Hospital but both projects failed. A doctor is not a businessman and has higher likelihood of failure due to lack of business acumen. But I believe one can always gain valuable lessons from failure. On the other hand, failures should be small enough to recover from. Through overcoming small failures, one can achieve great success.”

In Dr. Ahn’s case, previous failures provided a strong foundation for his current success.

 

-To be continued-