Over the last 10 years, Dr. Daniel Durrie, founder of Durrie Vision in Overland Park, Kan., has noticed the upward tick in consumers seeking out elective lifestyle health procedures — things like face lifts and teeth whitenings.
Because of that, he decided to lend his services to a newly formed company called Alphaeon Corporation, which licenses out products and services and brands them with its name, and then bets that someone who seeks out one treatment is likely to come back for more and associate it with Alphaeon.
“We have a frame of mind that says if I get sick I go to the doctor,” Durrie said. “But there’s this whole other side of medicine that says I don’t want to get sick. I want to perform better, I want to see better, I want to be more attractive and feel better about myself.”