Survival is a common word we are hearing at the present time, in our homes, by the media, and at the office. During this survival time there has been an uprising of the common good for all and not just for oneself. We are now faced with the thought that perhaps our businesses will not survive unless we learn how to partner with our peers. This is actually a good thing, although some with perhaps a more competitive nature might find this to be the inexcusable or, much less, just not right.

Being competitive in one's market is an essential part of gaining exposure and growth for your practice. However, just as the economy has changed, so have the rules of engagement when it comes to surviving as a business. Holding one another up (as the strong sense of the word "Peer'"actually means) and growing together to keep the strength of the whole marketplace intact should be the modus operandi.

Rethinking your marketing approach, your message to the patient, your business work ethics and policies might be a good start to turning the corner and surviving the global economy shift. Providing an unparalleled service vs. discounting your services or adding value to your services may be a wiser choice to show your patients that you support them and that they can still benefit from the services you provide but perhaps with a higher work ethic and quality of delivery.

In this issue, there are several articles that are positioned specifically for the current condition of the economy and your practice. We understand the importance of what our educational value brings to our readership and the responsibility Aesthetic Trends has to the aesthetic community.

I personally have seen many people react in this market versus taking charge and really coming to grips with what is most important: the human condition, not just "How am I going to make a buck?" Now is the time to embrace this philosophy and join with your peers to get back to basics and to understand how each and every one of us is not immune to this cycle of life.

In the end, I believe this is a good lesson for us all. Our values as a nation and as business owners have been tarnished by the capitalistic ways we have been taught to seek and conquer. Take a colleague by the hand and band together. Perhaps each of us has some little bit of knowledge to share with others to make this industry brighter and stronger for everyone. Gather your peers and prosper together.

Cindy L. Vandruff, MBA
Editor in Chief
Aesthetic Trends & Technologies, Inc.