By Alice Chigwada, Specialist Underwriter: Medical Malpractice
Marissa van der Westhuizen, Specialist Claims Manager: Medical Malpractice and General Liability
The aesthetics industry has undergone significant evolution both locally and internationally. No longer confined to plastic surgeons, the industry now includes a diverse range of practitioners such as dentists and general practitioners who specialise in minimal and non-invasive aesthetic treatments. This expansion has been fueled by new trends in treatments and marketing, as well as the entry of businesses from unrelated sectors, like beauty spas on wine farms. The target market has expanded from high-net-worth individuals to include average income earners, thanks to increased competition and advancements in cosmetic procedures that have made these services more affordable. This affordability has not only boosted the local aesthetics industry but has also attracted aesthetic tourism to South Africa.
Increased Demand and Associated Risks
With the rising demand for aesthetic treatments, the exposure to unique risks has also increased. The aesthetics industry, like any field involving human skill, is susceptible to human error and negligence, which may lead to claims. Satisfaction in the beauty industry is highly subjective, often based on personal preference, which opens the door wide to complaints and claims. Outcomes are not guaranteed, and complaints may not always stem from actual errors or omissions by the practitioner, or an issue related to the products used. Still, how practitioners respond to complaints, informally and formally, is important.
In the aesthetics space, social media marketing is particularly effective given its direct connection to target markets, but it is also where third parties often launch their complaints. Handling these complaints is complex given the doctor-patient confidentiality obligations and POPIA Legislation. While a patient may freely post on social media, a practitioner is limited in responding appropriately.
Managing Risks and Complaints
Managing the inherent risks arising from claims and complaints in this field of practice is vital. Having the right risk partner to handle these issues provides peace of mind to practitioners, knowing that experts are managing their claims and complaints. Breach of confidentiality is a significant risk for all practitioners, but it is even more prevalent in the beauty industry due to the extensive use of social media marketing. An example of a possible complaint is where a practitioner may share before-and-after photos of clients on their websites and social media without consent.
Risk Management Protocols
Effective and pro-active risk management protocols are essential for mitigating these risks. These protocols may include after-care procedures, continuous training for practitioners, thorough disclosures to clients before treatments, written informed consent, communication pertaining to follow-up consultation and adequate documentation.
Conclusion
The beauty industry’s evolution has brought about new opportunities and challenges. As the industry continues to grow and attract a broader clientele, the importance of managing risks and complaints cannot be overstated. By implementing robust risk management protocols and securing appropriate indemnity cover, beauty practitioners can safeguard their businesses and ensure their continued success in this dynamic and competitive field.ls in South Africa choose the right coverage to protect themselves against the specific risks they face in their practice.
