Mark Wilson, Senior Vice President, International Allergan Aesthetics welcomes practitioners to AMWC 2025 and showcases AA Signature.
Research by Allergan Aesthetics found that 8 in 10 patients proceed with treatment plans following a holistic consultation1+ that address multiple areas of the face, and clinics see a 68% higher retention rate compared with those that focus on only one area per treatment2%. That’s why we’re proud to introduce AA Signature – our innovative approach to treatment planning. It combines high-quality3 products from our broad portfolio with access to expert insights, business support, and comprehensive educational programmes.
Practitioners can design signature looks for their patients by tailoring treatment to different areas of the face with the AA portfolio, focusing on individual patient aesthetic needs such as Lift (added lift, structure and skin firmness), Definition (enhanced facial angles and lower face definition) and Skin Quality (smoother and firmer skin with more hydration). AMWC marks the launch of AA Signature as we roll out this programme in countries all over the world and continue to introduce new looks to reflect consumer trends.
However, the path to aesthetic excellence involves more than just products. We’ve been exploring how we can better support practitioners by not only helping integrate a multimodal treatment approach into their practice, but by providing innovative education platforms, training, and business advice to help practitioners grow their practice and empower success in an ever-evolving industry. Here we explore our long-standing commitment to meaningful partnerships to advance aesthetic excellence, by delving into the latest industry trends and discussing the evolving needs and motivations of patients
Putting partnership into practice
Diego Perrotta, General Manager France & Benelux, discusses how Allergan Aesthetics is transforming partnerships with practitioners.
- To meet the demands of an ever-evolving industry, how does Allergan Aesthetics continue to support its practitioners?
As a major player in this industry, we are committed to offering our customers a long-term partnership by providing them with high value-added solutions and services to support them in a constantly evolving market. Here are just a few of the services we offer: a dedicated sales force that is continually trained to provide innovative solutions tailored to patient needs. We also offer an online training platform via the Allergan Medical Institute (AMI Digital World), which has been recognised for over 10 years for its cutting-edge support in perfecting injection techniques and treatment plans. Additionally, we support practitioners from the very start of their aesthetic careers by partnering with numerous university programmes to ensure they have access to safe and effective products for their patients. I am deeply convinced that it is part of our role to support our customers in the best possible way, every step of the journey.
2. In 2025, how will Allergan Aesthetics help practitioners to not only retain patients but also advance their practices?
We provide our partners with high-value training, which continues to prove invaluable in increasing patient retention and advancing practices in 2025. This year, we are launching AMI 3.0 Digital World, an evolution of our AMI learning platform. This enhanced digital platform will serve as a cornerstone in supporting new injectors on their educational journey, providing access to resources developed in collaboration with French and international experts.
The digital gateway acts as an online hub, offering a comprehensive suite of dedicated tools, resources, and services that evolve alongside our partners and their practices—ensuring that they stay informed and well-equipped to advance.
3. And finally, what are you most looking forward to in the year ahead?
We have many exciting initiatives planned for 2025 to support our customers in their daily practice. To better address evolving patient needs, we will be launching our AA Signature campaigns—an innovative approach to treatment planning.
This year, we will have two Signature campaigns. The first will focus on a growing patient demand: skin quality, which is a common request in clinics. Through this campaign, we will help practitioners engage with their patients on this topic by providing them with the right solutions to meet their needs.
To mark the launch of the AA Signature, we are organising a tremendous event in Paris, bringing together more than 300 HCPs to discuss skin quality. During this event, we will share our vision for this category, provide impactful insights into future trends, and present the best treatment approaches, with the support of both national and international KOLs.
MD Codes™ – A 10-Year Partnership Elevating Patient Outcomes in Medical Aesthetics
Ten years ago, Allergan Aesthetics partnered with Dr Maurício de Maio, world-renowned plastic surgeon and creator of the MD Codes™ – an innovative, scientifically proven framework to guide injectors through patient consultation, assessment and injection techniques. This collaboration has revolutionised aesthetic medicine, equipping injectors with high-level medical education designed to elevate patient outcomes.
MD Codes™ was the first of its kind, providing injectors with a universal, symbolic language of 75 codes offering precise guidelines on injection location, target layers, injection device, delivery technique, and product volume designed for Allergan Aesthetics’ unique product range. This structured approach ensures natural, balanced and predictable results for patients of all ages, genders, and ethnicities.
Today, thousands of practitioners worldwide use this evidence-based methodology in clinical practice. By integrating training, real-world case studies, and expert mentorship, the MD Codes™ programme fosters a community of injectors dedicated to excellence.
As Allergan Aesthetics celebrates this milestone, the partnership continues to drive innovation through global events, digital advancements, and evolving injection protocols, setting new standards in aesthetic practice for today and the future.
MD Codes™ methodology is used by aestheticians in over 70 countries. Dr de Maio has delivered educational events in 43 countries. Over 168,000 practitioners empowered
to deliver precise, patient- centric treatments.
Notes
This is a promotional material funded and developed by Allergan Aesthetics, an AbbVie company.
+ According to a survey of 242 US HCPs asked what percentage of the time do their new/naïve patients with whom they’ve discussed a full facial consultation convert to treatment right away or make a future appointment.
% Based on a multicentre, retrospective review of patient retention rates from seven aesthetic practices across five continents, incorporating more than 2,600 patients. Patients who received one or more treatments with HA soft-tissue fillers or neuromodulators were retrospectively divided into 1 of 3 groups according to treatment(s) received over a 12-month period: neuromodulator only, HA only, or dual treatment with neuromodulator and HA. Retention rates in each practice at 1, 3, and 5 years after the incident year were calculated as the proportion of patients in each group who received at least one paid treatment in the 12-month period leading up to each time point. At 5 years, patient retention for dual treatment was 65.6% vs. 39.0% for neuromodulator treatment only.
References
1.Allergan Aesthetics. Data on File. REF-115016. HCP Facial Injectables ATU: Neurotoxins— Final Report. January 2022.
2. Humphrey S et al. J Cosmet Dermatol. 2021;20:1495–1498.
3.AbbVie. The highest standards of quality and safety. October 2023. REF-102918.
