The FINANCIAL — Kuzanov Clinic, one of the leading Georgian surgery centres, plans to open a new gynaecologic, general surgery and bariatric clinics in 2010. Professor Iva Kuzanov, says one of the most important events in 2009 was the nomination of Kuzanov Clinic for a Golden Brand award. In an exclusive interview with The FINANCIAL, the professor talked about the tendencies of plastic and aesthetic surgery.
Professor Iva Kuzanov says that obesity is increasing among Georgians every year. “We are operating on approximately two or three persons every year facing problems of obesity,” he said.
“We are doing about 60 operations a month. The most demanded plastic surgery operations are rhinoplasty, nose surgery and liposuction.
“The reason for growth of obesity figures is active integration with the global world. That includes immobility, daily rations of fast food, coca-cola and Pepsi,” Kuzanov said.
“The computer era has sharply changed the lifestyle of people. People can stay at home and not take a single step yet still be making money. Sitting in a sofa in front of a computer can have fatal effects on people,” said Kuanov.
“I saw on the TV recently a young male who is 370 kg. Yet this is not even a record. The record weight is 500 kg. There is also a sixteen year old fellow who weighs 298 kg.”
“Most of these people with obesity problems have a history of the disease. During their childhood they mostly ate buns, drank coca-cola and consumed all other types of unhealthy food. Most of them were not involved in sporting activity and their parents were also fond of eating.”
“If a person reaches 150-170 kg and does not take radical measures they will easily gain another 300-400 kg. People with such a weight face lots of problems. They cannot even enter an X-ray. The extra amount of fat does not allow doctors to reach certain vital organs.”
To focus on obesity problems, the Kuzanov clinic plans to train doctors in the USA this year. “After that we will open a new bariatric surgery centre,” said the professor.
“In 2009 our company attracted new partners and staff members. We have a new financial director, professional doctor, who has permanent appointment at Moscow University. The medical business is very different. That is why we decided to choose a doctor.
Affects of globalism and the global recession
“The medical business is less beneficial. You cannot earn big money in this business. But we
Managed to finish 2009 without being in debt. We also become a winner of Golden Brand Awards. Golden Brand is a very prestigious and influential award in Georgia and only several clinics in Georgia have received it”.
“The mentality of Caucasians has sharply changed since the country accepted sovereignty and euro integration. Recently women from this region have became more independent and bold. They are not afraid to show off their bodies, accordingly they are paying huge attention to their care.
Although this has its own disadvantages. Excessive freedom of women raises the number of homosexuals. This is my subjective view. You can find countries in which even the Church permits marriage of same-sex couples. All this results in the degradation of the male sex. Actually males are weaker physiologically and anatomically than women.”
“As for the economical situation, presently our society is divided into two parts: poor and rich. The formation of a middle class is still an ongoing process. Accordingly more people have started paying attention to beauty over health. Another factor is that everyone wants to work and is afraid to lose it because of being in bad shape or early ageing.”
“The global recession sharply affects the number of our patients,” said Professor Kuzanov. He says the number of operations decreased by 20 % during the recession period. “But presently, we have returned to pre-recession figures,” he said.
“I don’t know what that is caused by, the end of the recession or just spring, which usually encourages people to enhance their beauty. Our business is very sensitive towards political and economical changes inside the country. You can conclude according to the number of our customers when and what happened in Georgia. The August war, demonstrations and recession are sharply affecting our business. Actually, after our entrance on the local market the most stable time for us was since the rose revolution till the August war.”
Changing strategy
“Our strategic changes include mass discounts that we offer our customers every holiday. This campaign helped us maintain stability.
During the past two years we have not changed our price list but the price for medicaments has sharply increased and we have had to reduce our benefit margin. As well as medical retailers we are affected by the illegal steps from insurance companies. They are ordering customers to choose the cheapest clinics. There is no precedent of this in the world, when an insurance company is running its own clinic. The worst is when a pharmaceutical company is running an insurance company and clinic at the same time. This all encourages monopolization of the market and should not be approved.
“We cannot discuss the medical business separately from other businesses. Its development is directly connected with the total economy of our country. Actually in Georgia the fees for medical service and treatment are much lower than in any other country. But this fact has its negative aspects. Clinics cannot buy modern, relatively expensive equipments and innovations.
Main challenges for 2010
The main challenge for our clinic in 2010 is getting our own building. Presently we are renting our building and this sharply reduces our profit. If we compare our clinic with the clinics of world leading countries we will find that it needs further developing. Presently in our neighbour country Azerbaijan there is a boom of building clinics. Most of them are equipped with the newest technologies.
Investments
“In my view people should make business with their own resources, avoiding foreign investments. Unfortunately, at present the Georgian banking sector is less active in the crediting business in the long term. The maximum term of credit is ten years at 14%. These are not flexible terms for such a company as we.
Presently building a new clinic of modern standards with the newest technologies will cost us approximately 5 million USD but we will not be able to pay a credit line in such short terms and high interest rates. My relative, who lives in Riga, Latvia, and is a successful dentist, received 2.5 million EUR for 40 years at 6%. Of course these terms are accessible for a doctor. Georgian banks are not being risky. They are complaining about surplus liquidity but cannot risk investing it in crediting.
Nose surgery is still beating records
“Nose surgery in Georgia was, is and will be the most demanded plastic surgery. It is followed by liposuction and methods that help erase the effects of time. Also, lip augmentation. Our clinic has also been active in sex change operations. We treated lots of people that were born with innate defects. Several days ago we operated on a boy, 19, who was born without a penis and cystic. A week has passed since his operation and his condition is stable and in a short time he will become the perfect male and will be able to have a family. This is the third such operation done by our clinic.”
“In Georgia nose surgery is the leading plastic surgery operation, just as in Brazil and Argentina the most demanded is butt implants. This is the part of the body which they proudly show off during carnivals. As for Americans the most demanded in that country is breast augmentation.”
“Appearance is very important for every person, but not only physical. Interior beauty is the most important thing for a person. Good appearance and cleanliness gives people the majority of advantages.”
“Among males the most demanded plastic surgery operation is Rhinoplasty. It is followed by liposuction. Actually, the tendency of self care has also changed among males. Presently, having a big belly is bad. Modern trends suggest having an athletic body.”
Expansion plans
The professor says that future development plans includes opening branches in the regions. “We have a clinic in Batumi which is active and are also present in Kutaisi. We plan to enter Rustavi too.”
Out of our neighbour countries, Azerbaijan is most attractive for us and they are also interested in cooperation with us.”
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