Patient safety, ethics and support for aesthetic medicine practitioners to help them meet the new challenges facing the sector.
In a fast-changing market where misinformation is a major challenge, we talk to Diego Perrotta, General Manager of Allergan Aesthetics. He tells us about the company’s new approach to practitioners, focusing on their needs and those of their patients, as well as their communication strategy designed to promote the practice of safe and ethical aesthetic medicine, to counter the problem of “fake injectors”.
ANTI-AGE Magazine: Hello Diego Perrotta. The aesthetic medicine sector is constantly evolving. How do you perceive the current market and patients’ expectations, particularly in a context of sometimes limited or negative information provided to patients?
DIEGO PERROTTA: Hello. That’s a very good question. The aesthetics market is currently undergoing a major transition but it is crucial to remember the hugely positive effect that aesthetic medicine has on patients’ self-confidence and well-being. 79% of people agree that their appearance helps them to feel good inside*. The figures confirm this: the popularity of injectable treatments, for example, continues to grow, reflecting the legitimate interest in solutions that improve self-image and quality of life.
However, as you say, we are seeing significant changes. The patients’ growing interest in such treatments is unfortunately accompanied by a proliferation of incomplete, or even incorrect, information. This disinformation fuels negative messages and encourages unqualified practice, which can lead to confusion and create a feeling of insecurity.
To address these challenges, I’m convinced that, together, we have an essential role to play in bringing about positive change. Regulatory agencies, doctors and everyone involved in the industry need to work together to ensure that information is clear, reliable and accessible, and to promote safe, ethical practices.
AAM: Based on these observations, how is Allergan Aesthetics reacting and reinventing itself?
D.P.: We have fully taken onboard the current situation and have decided to rethink our communication strategy. As a major player in the industry, we have taken the initiative of launching a media campaign designed to raise awareness among the general public. This opens up a crucial channel for discussion, where people can seek specific information from their doctor.
In parallel, we have rethought our approach to healthcare professionals. We now offer solutions that are implemented with a focus on patients’ needs. The aim is to offer increased support to doctors, making us their partner of choice. We encourage a global approach via combined treatments, guaranteeing complete and optimal care.
AAM: You mentioned the launch of a national awareness campaign. Can you tell us a little more about this initiative?
D.P.: We have created a national awareness campaign focusing on patient safety. As a partner of choice, we work hand in hand with doctors to inform patients and ensure their safety, emphasising the fact that it is crucially important to consult a qualified healthcare professional for any aesthetic medicine procedure. We share this essential role of informing patients and raising their awareness. The campaign’s message, highlighted by the press, is clear and powerful: choosing a qualified doctor means choosing safety. The message is designed to combat disinformation and the growing threat represented by “fake injectors”. Through this initiative, we also hope to encourage other industry players to speak out and get actively involved in this vitally important issue.
AAM: What impact has this campaign had since it was launched?
D.P.: The campaign is still ongoing in the press and on social media and has already had a very significant impact. The message has really resonated and has been very broadly relayed by a large number of doctors. We sense a genuine shared commitment on the part of healthcare professionals, which significantly reinforces the impact of our message. We are also seeing a real response from the general public, as people are becoming more aware of the importance of making informed choices. That is proof that our collective commitment to patient safety and information is having real results.
AAM: What are the next steps in this drive towards more ethical aesthetic medicine?
D.P. Our engagement doesn’t stop there. At Allergan Aesthetics, we’re convinced that education is the key to guaranteeing excellence and safety in the practice of aesthetic medicine. That’s why we will continue to invest fully in healthcare professional training through the Allergan Medical Institute, our service providing training in good injection practices, and to support all initiatives that promote good practice and safe, ethical aesthetic medicine for all.
AAM: Doctor Laurence Benouaiche, as a specialist in Plastic, Reconstructive and Aesthetic Surgery in Paris, what is your view of the current changes being seen in the sector?
DR LAURENCE BENOUAICHE: A mixture of enthusiasm and caution. My patients are showing an increasing interest in aesthetic medicine, seeking to improve their self-confidence and well-being. Patients often arrive with very specific treatment requests. My role is then to refocus them on their real needs, offering appropriate solutions. Faced with misinformation and potentially damaging unqualified practices, it is crucial that we professionals work together with pharmaceutical companies and regulators. Our objective is to provide accurate information and promote impeccable safety standards, protecting and guiding my patients.
AAM: What’s your view of the awareness campaign initiated by Allergan Aesthetics?
DR L.B.: I applaud this major initiative launched by Allergan Aesthetics. We are very concerned about illegal injections and the complications they cause. This campaign, aimed at the general public, delivers a patient safety message that is in line with the message that we healthcare professionals are trying to get across to our patients.
It’s a shared objective: patient safety is our absolute priority. Being able to count on the support and engagement of an industry leader like Allergan Aesthetics, which invests in information and awareness-raising, boosts our capacity to educate the public and combat dangerous practices. It’s an essential partnership to guarantee ethical and responsible aesthetic medicine. We all have a role to play in making sure patients receive safe, high-quality care.
To conclude, in response to the current challenges facing the aesthetic medicine sector, Allergan Aesthetics is reaffirming its commitment. By rethinking its support for doctors and launching a public awareness campaign, the pharmaceutical company aims to guarantee patient safety and promote ethical and informed practices for all. l
* Consumer Beauty Insights Survey 2021
