Vyacheslav An: How Business Survives the Crisis

What challenges do businesses face in times of crisis? How to cope with them and perhaps even grow. These questions, as well as on the innovation potential and development strategy in a pandemic period, will tell the general manager of the development and implementation of innovations in the cosmetology clinic "Charm" Vyacheslav An.  

- Vyacheslav, how did your clinic survive the crisis many faced during the pandemic? Do you, as a general manager, have any secrets?

Vyacheslav An: I came to aesthetic medicine from a trucking company. It was a challenge in a way, but it worked out. So now, in difficult economic times, we have strengthened our strengths and abandoned weaknesses. And the main accent in all decisions is innovation. We should not be afraid of crisis because it transforms rather than destroys. It rejects unsustainable business models and helps those whose time has come to be born. 

For example, during the lockdown, we replaced the CRM system. And now, the CRM allows us to provide a better customer experience, more accurate diagnoses based on previous history, and much more. The crisis is not the best time for innovation and investment. But if you look on the other hand, it is the right time. In such a situation, you can implement it unnoticed for clients in a planned mode. And the staff had time to learn how to work with the new application and migrate content, gradually moving all the data from one program to another to digitize the missing documents and protocols. 

During the same period, we once again analyzed our patent developments. We now have five active patents in blepharoplasty and combined liposuction methods of the lower third of the face and submental area! We have also reviewed our treatment protocols and have started working on new and innovative procedures. 

It is also essential to invest in training. Training is one of the whales of business development. In these challenging times, we have embarked on a transformation of our training center. We have developed and implemented distance learning programs, video courses, and consultation programs for specialists. This is a very promising investment.

In addition, we used the operating pause in the clinic to analyze in detail the range of services and products that we offer other cosmetology clinics and professionals. Although we have only the highest quality products, which we have repeatedly tested, there needs to be more effective in terms of business. This narrow niche requires more demand, almost complete analogs of each other, etc. Together with the project team, we have analyzed a vast amount of data from previous years and found weaknesses and opportunities to improve promising positions. 

- Is it possible to develop the ability to use the crisis for growth?

Vyacheslav An: For our clinic, 2014 was such an experience. I want to note that we went through the crisis almost painlessly and as efficiently as possible - we increased the number of clients and expanded the range of services. At the end of March, we opened a new branch, "Charm," in Novosibirsk. Moreover, a regional center of thread elevator, "Aptos - Siberia," was opened based on our clinic. Marlen Sulamanidze, the world-recognized plastic surgeon and the author of Aptos methodology, cut the ribbon. 

- While getting ready for the interview, we were very surprised that you came into the world of beauty from the automobile market. Was it a difficult transition for you?

Vyacheslav An: It has been an incredible experience that has helped me become stronger, always looking for options and investing in innovative solutions. So, in 1991, while working for a trucking company, I was faced with transforming a large enterprise to the conditions of a rapidly changing economy. It was a difficult time for the collapse of the Soviet Union. We went through difficulties, changed, made conclusions, and continued to develop. Our neural networks are constantly learning, and the experience that we are facing, then overcoming crisis situations should definitely make us more effective in building business models and making decisions in the face of uncertainty. 

- Vyacheslav, what, in your opinion, are the personal qualities and professional competence to be a successful manager in times of crisis and the aesthetic cosmetology industry in particular? 

Vyacheslav An, general manager for development and introduction of innovations in cosmetology: I am sure that the competence of a successful manager in any industry - is universal. Whether you work in finance, FMCG, or aesthetic medicine clinic, there will be deadlines, budgets, and a team to lead to the result. Everywhere you have to build an effective business model, which is often a question of not only experience but also intuition. 

A successful manager must have high-level managerial and communication skills, an excellent professional background, deep immersion in the market, and a study of customer needs.