Enrich Clinic in Melbourne is frequented by more loyal customers and patients than the average clinic. Their point of difference is their dedication to ensuring the treatments they provide are second to none. It helps that their expertise is headed by Dr Michael Rich, highly respected dermatologist with over 30 years experience who has seen and kept up with (if not ahead of) the changes and expansion of skin care and the aesthetics industry. Dr Rich has some extremely current and relevant things to say, and any of you having aesthetic or cosmetic treatments or procedures, or considering having them, should read what he has to say. He highlights the importance of going to a quality practitioner at a quality clinic in order to ensure you get quality results.
Dr Rich, you are a fully qualified and extensively trained dermatologist. What was it that made you move into the aesthetics arena?
Dermatology has been really rewarding for me – I’m really good at skin – so it just made sense to move into cosmetic dermatology. I’ve been doing this for 30 years and have seen so much damaged skin – sun damage, acne, scarring, skin conditions – and knowing how to solve skin problems and improve skin health, is something I am very passionate about. Having so much incredible new technology, watching it all evolve, is exciting too. We’ve come a long way.
What are the most popular treatments or procedures performed at ENRICH Clinic?
We have a lot of very popular treatments, which range from skin rejuvenation to liposuction and everything in between. People have all kinds of skin conditions, but some of the more common include acne and acne scars, pigmentation issues, and sun damage. We also do quite a lot of tattoo removal – turns out those tattoos are not as cool as they used to be.
With all the different devices and treatments on the market today, how do you decide which ones you will offer at ENRICH, and how do your staff keep up with training for them?
All treatments and devices are carefully assessed by myself and my team of doctors before we buy – we spend a lot on our machines, so making sure they are going to do what we need them to is really important. Once we’ve bought a machine, we go through trials before we introduce any new treatments or technology to the public.
Once the treatment or machine is being used, we have weekly staff meetings to review feedback from patients, and fine-tune our protocols if needed. The training and experience of our people is a really important feature of ENRICH. We pride ourselves on running a great clinic.
You also do vaginal rejuvenation. How much more popular is this in today’s market and who are the main demographic having the procedures? Is it mainly women after childbirth, or older women who may have lost elasticity?
The popularity of vaginal rejuvenation treatments has been a real surprise; there is such a huge demand out there. We have patients ranging in age from 25 to menopause, who come in with symptoms like stress urinary incontinence, vaginal dryness, vaginal and pelvic floor laxity, postmenopausal atrophic vaginitis, and other low-oestrogen-related vaginal problems.
We are the only clinic to offer a combined technology treatment program, our Intimate Program, which uses the Juliet laser and ThermiVa radiofrequency device in a tailored treatment plan. Each woman has a unique set of needs, so we really aim to address that in a very thorough way. We know how hard it can be to come in to see us with these issues in the first place, and make sure every woman feels really comfortable.
We notice you mention “Duty of Care” on your website. What do you think about the government crackdown on the industry in recent years with regards to making clinics and practitioners more accountable for their patient results? Do you think there is a percentage of Australian practitioners or clinics giving any patient any procedure, instead of identifying exactly what it is that patient needs? Do you think as a dermatologist you are better able to assess and identify what treatment would be more suited to a patient?
I fully agree with the guidelines, but I actually find it has not gone far enough. For example, any clinic can get cheap machines from China to perform treatments on patients, which has the potential to quickly become unethical – equipment and training standards are really important for safe, effective treatments.
Australia is lucky to have very high-quality practitioners, since we have very high standards here, but that doesn’t stop the cheap machines and in untrained clinics (like some beauty salons), things can become dangerous when untrained staff – not doctors and nurses like at ENRICH – are using high-powered machines. I can’t speak for other practitioners, but at ENRICH, we strictly abide by the principles of good practice, and our patients won’t ever receive unnecessary treatments just for the sake of it, and our treatments are performed by doctors and nurses. We are very proud of the way we run our clinic, the quality of our equipment, and the training and experience of our staff.
Your clinic and expert staff attract patients from around the country and even internationally in some instances. What is it do you think that sets you apart from other clinics and do you help interstate/overseas visitors to make arrangements for their visit to you?
What makes ENRICH stand out is our quality of care, the nurturing of our patients above and beyond what they might expect, and of course, providing the best treatments using state-of-the-art equipment by our incredible doctors and nurses. We have very high ethical standards, and we believe deeply in the way we do things. We love what we do for our patients. Yes, we will always take our patient’s’ locations into consideration when they call, to help make it as smooth as possible, and offer assistance where we can. We want our patients to have the best experience.
You also offer a range of men’s treatments – we love that you call it the “Men’s Wellness Program”. What are the most popular, and indeed have you seen a spike in overall popularity for men’s aesthetic and beauty maintenance procedures in recent years?
Men are so much more open to seeking treatments nowadays. They are starting to consider their complexion and looks, so treatments that work on improving their skin –acne and scars, etc. – are becoming very popular. PRP for hair loss is also gaining traction.
Gynaecomastia, ‘man boob’, removal is increasingly in demand, and one of our male patients’ favourite treatments is the quick and easy vaporising of pearly penile papules – we’ve been doing that for a long time now, and the interest is just increasing as more men realise their removal is so fast and effective.
We offer a lot of great treatments specifically for men, including facial sculpting – that might mean recontouring a weak chin or providing anti-wrinkle treatments. You’d be surprised at how popular these treatments are!