Aesthetic medicine: the main trends of the Ukrainian market in 2018

Aesthetic medicine is constantly changing and it is impossible not to note its rapid growth in 2017. As in any other industry, there are characteristic market trends, problems and prospects. Analyzing the experience of past years, you can look a little behind the screen of future changes and react to changes in time, because – means armed. Yegor Kolodchenko, Chief Physician of the group of clinics of laser medicine and cosmetology "COHERENT", dermatologist-cosmetologist, Ph.D.

Aesthetic medicine: what we see today

As

predicted earlier by the expert, in 2017 the market of aesthetic services in Ukraine has been growing steadily. According to the Association of Laser Medicine, the total increase in the market for aesthetic medicine services amounted to at least 30 – 40%. Many of you have experienced this for yourself. Sales of equipment have grown significantly (in some areas, for example, lasers for gynecology - 5 - 6 times), the market for HA fillers has grown slightly (due to the same aesthetic gynecology), the volume of services provided by lasers and devices has grown significantly. Educational activities have changed qualitatively. There are not only more of them, but the quality of the organization is constantly growing. Aesthetic medicine has not done without reputation losses among industry participants.

Market Trends 2018: Consolidation, Safety and Reputation

There was never such a number of training events, master classes, conferences and congresses in Ukraine as in 2017, even before the crisis of 2008. Eyes run wide, at the same time there are several events a week, sometimes a day. Therefore, visit them all – just unreal.

Yegor Kolodchenko notes: “In 2018, as I predicted earlier, the trend towards bringing together the best, high-quality events will finally form, and the dying of the weak, slow and those whose foundation was only personal PR and own brand development».

The specialist is sure that aesthetic medicine cannot do without the emergence of multidisciplinary congresses, as it is – urgent need.

After 2018, only high-quality projects will remain relevant for the aesthetic market, bringing together like-minded people, built on the clinical experience of colleagues, without unnecessary husks and personal PR.

In 2018 – brands with no reputation will be blown away, direct advertising will stop working. Access to information, both positive and negative, – is now open and available to everyone. The choice of services by patients will be mainly dictated only by the reputation of the enterprise or doctor.

The free market dictates its tough competition conditions, and many players resort to manipulation and deception of their potential customers (doctors, patients, business owners, etc.).

Free markets are inherently fraudulent and unfortunately many people take advantage of this. However, this is a dead end path. Sooner or later it will lead to a fiasco. You can not endlessly manipulate, especially when it comes to the health of patients.

“I am focusing on this so that each of us makes a decision for himself and makes a choice, be vigilant and be able to recognize falsehood. We all must find the strength in ourselves, act and choose our own path, in the face of fierce competition, relying on our conscience and life principles and not imitate our some cynical colleagues, – the chief physician of the group of clinics of laser medicine and cosmetology

«KOHERENT» is sure. – What I was talking about at the end of 2016: reputation tops the list of major market trends and remains the main life trend of 2018. If you are interested in further development of – start with the most difficult – take care of your reputation!»

Aesthetic medicine: emphasis on safety

Unfortunately, the growth of the market is also accompanied by an increase in the number of complications. Such a "growing pains".

"We are working on this to the best of our ability, restricting access to non-professionals, improving the protocols for safe work and the quality of training for specialists as part of the training events Expert Laser and Expert Gynecology Meeting", – said the specialist. According to Egor Kolodchenko, the basis for success in 2018 should be the quality and safety of aesthetic services. Therefore, in 2018 – priority for laser and hardware minimally invasive techniques. He also predicts an increase in the number of services using lasers, RF, US and other devices by more than 30% next year. By 2020, the market for aesthetic services using lasers for the end consumer will be equal in volume to the market for injectable implants, i.e. will grow in Ukraine at least 2 times.

Aesthetic medicine of Ukraine breaks into the lead

Yegor Kolodchenko is sure that those who listened to his forecasts and started actively investing in development back in 2015 are now reaping the benefits. Only in September of this year, during the Expert Laser Meeting 2017 conference in Ukraine, three of the latest Q-switch Nd:Yag lasers operating in picosecond mode (the so-called "picoseconds") were purchased at once. And this is – quite a big investment.

He also noted: “None of the neighboring countries can boast of such a result and an increase in sales. Which I'm definitely happy about. After all, now not only our clients have a unique opportunity to receive highly effective procedures for the removal of tattoos of any color, laser rejuvenation, pigmentation removal using state-of-the-art equipment, but we also have the prospect of hearing and seeing the results of the work of Ukrainian specialists in the near future.

Aesthetic gynecology boom awaits Ukraine

"When I first learned about the possibilities of using a laser in gynecology in 2010 and since 2011 I was the first in Ukraine to start providing these services, because I believed in the enormous potential of this area, many people openly laughed at me and did not understand why I needed it , – remembers the expert. – But no other market in the world can boast such an explosive growth dynamics, which aesthetic gynecology demonstrates today.

So, last year alone, the market for minimally invasive aesthetic services in gynecology in Ukraine grew by more than 300%. And next year, according to Yegor Kolodchenko's assumptions, it will become the definitively recognized sales leader.

Over the past few years, every self-respecting device manufacturer in the world has developed a handpiece for use in gynecology. In just 2 years, 47 clinical trials on the use of RF technologies in gynecology have been completed in the world.

Stress urinary incontinence, vaginal atrophy, relaxation, prolapse of the pelvic organs and many other problems faced by women are firmly included in the vocabulary of the modern doctor of aesthetic medicine and have been effectively solved with the help of lasers and devices in the world for more than 7 years.

"A new medical specialty is being formed before our very eyes – gynecologist-esthetician. Last year, the 1st World Congress of Aesthetic Gynecologists was already held, – noted the President of the Association of Laser Medicine and Cosmetology.

In addition, many companies that produce implants based on hyaluronic acid and botulinum toxin have noticed the potential of this blue ocean and have released fillers specifically for intimate areas, focusing on their denser structure.

"Yes, my forecast – 2018 – the year of the rise of aesthetic gynecology in Ukraine. I will be glad to meet you on March 23 at the next training event Expert Gynecology Meeting 2018, where we will discuss all the current trends. Colleagues, friends, I wish you all success and active productive work in 2018,” Egor Kolodchenko summed up.

Thus, we can conclude that in 2018 aesthetic medicine will actively develop on the territory of Ukraine, and such main market trends as: bringing together specialists to exchange experience, focusing on the safety of aesthetic services and caring for the reputation of the company and specialists. In addition, there will be a rapid development of aesthetic gynecology.

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