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5 Principles For Recruiting and Hiring Medical Spa Employees

Posted By Administration, Wednesday, September 5, 2018

By Dori Soukup, Founder and CEO of InSPAration Management

Recruiting, and hiring medical spa employees (including physician assistants, nurse practitioners, nurses, and aestheticians) and building them into a high performing team can be difficult. Finding talented team members, training them, and keeping them is essential to success! In this article, you will discover five effective principles to help build your team and elevate your performance.  

PRINCIPLE 1: Always Be Recruiting 

You should always be on the lookout for talent. Avoid waiting until you need people to start interviewing. You want to hire people who have a position already. In sports, teams have recruiters who are always scouting and looking for talent. Your business should follow the same practice. You need to always be searching for “A Players”. If you wait until you need someone, you end up hiring out of desperation and you will most likely hire the wrong person. 

PRINCIPLE 2: In-Depth Interview Process

It all starts with the interview. Do you have a system for the interview process? If not, you must in order to avoid faux pas. The most common mistake spa and medi spa professionals make when hiring individuals is the lack of clarity in regard to expectations. 

Often, a detailed position description and a commitment agreement are missing. Both are essentials components of the CLARITI Hiring System where you write down all the expectations you want the employee to do. 

For example, if recommending retail products is mandatory, it needs to be clarified in the interview process. Or if attending training and team meetings is something you do on weekly and monthly basis. Or if doing laundry and maintaining inventory, etc. All expectations should be disclosed, clarified, agreed upon in the interview process, put in writing and signed off by both you and the new employee. This will help you avoid making costly mistakes and assist you in hiring A and B players instead of C and D players. 

The cost of team turnover and hiring mistakes is enormous. Always hire slow. Take your time and make sure everything is crystal clear prior to offering the position.  

Find the keys to implementing CLARITI in your practice in the AmSpa Store.

PRINCIPLE 3: Orientation 

Once you’ve hired the new employee, your goal is to position them for success. Begin with a professional Orientation. Your orientation manual should contain your operating guidelines, your organizational structure, your culture, your policies, procedures, your systems along with your employee manual. This can be a mini seminar they attend or it can be a video they sit and watch. Post-orientation, they should be tested to ensure they understand everything. This will provide clarity on what it means to be part of your team.  

PRINCIPLE 4: Spa & Medi Spa Training Manuals

No one is going to come to you completely trained. It’s essential to have training manuals to help you train your team. One thing I learned long ago is that for a business to succeed, you need to have effective systems in place, then keep training those systems until they are perfected. 

As a business consultant, I have the opportunity to speak to many medi spa owners and directors. The one thing I notice over and over is the lack of training structure within spas. Spa leaders must put on the trainer and coach hat more often if they want to build a dream team and reach new levels of success. 

I like to use sports analogies because they have a lot in common with business. Sports teams spend a lot of time training and sharpening their skills. Coaches are always on the floor watching and coaching  their teams. They take time-outs, watch videos, create plays and map-out game strategies. You have a TEAM and if you want to win, you need to spend time coaching and training. 

A. Business Training

Business training is almost non-existent within the industry. BIG MISTAKE! 

As leaders, it’s essential to train the team. Having training manuals by department will make your life a lot easier. Your manuals should include systems, strategies, processes, tools, forms, scripts, an approach on how to perform and deliver a great guest experience. 

Business training should include:

  • Revenue generation – Training the team on how to increase service and retail revenue (Click for more information on recommending treatment upgrades, series sales, or retail products)
  • Marketing – self and cross promoting to increase awareness  (Click for more information on building a medi spa marketing plan)
  • Guest experience – increasing retention rate
  • Promoting spa and medi spa memberships (Click for more information on developing your membership program)
  • Overall revenue generation – Increasing revenue per guest (Click for more information on compensation based on Volume Per Guest)

B. Technical Training 

Delivering a great experience is essential to your success. Your team must wow your guests with their skills, techniques and knowledge.

Technical training should include:

  • Treatment protocols
  • Product knowledge – services and retail
  • Contraindications
  • Ingredients and their benefits 
  • The spa and medi spa menu
  • Treatment room up keep
  • Inventory management
  • Monitoring product cost per treatment

C. Guest Relations Training – Reception Team 

Your client relations department can make you or break you.

Training manual should include:

  • Call management
  • Check-In
  • Check-Out
  • Retail sales
  • Future appointments
  • Membership sales
  • Scripts and strategies
  • Targets and goals

Click here to learn how to transform your guest relations department.

To be successful, a big emphasis must be placed on initial training and continual training.

PRINCIPLE 5: Develop Healthy Training Habits 

Training Schedule

Develop a training calendar and publish it. A training session can be as short as 30 minutes. Getting the team into a training habit is essential to your success. Schedule training sessions for the same day and time on a regular basis.

Training Agenda

Be prepared with an agenda and a purpose. Portray a professional image to your team and keep them engaged.

Evaluating Your Training

It is wise to evaluate your training to ensure productive sessions and obtain valuable feedback.

Assistant Coach

As in sports, the head coach has assistant coaches to assist them. Who are your assistant coaches? If you don’t have them, it’s time for you to develop some key players to assist you.

Setting Goals

Establish targets and goals for each department. Break them down into daily goals.

Measuring Results

Not measuring results is like getting on the playing field with a bunch of people running around and not keeping score of the game. Setting goals and measuring results is the only way to run a successful business.

Success requires planning, self-discipline, motivation, dedication and consistency. When you invest in your team’s technical/business training and development, your spa business will thrive and produce great results. 

Dori Soukup is the Founder and CEO of InSPAration Management, a firm specializing in medical spa and salon business development, advanced education, and business tools. Throughout the past 15 years, Soukup has contributed to the success of spa companies worldwide. Her passion is developing innovative, effective educational programs and business strategies leading to exponential growth and profits. She is the recipient of the American Spa Preferred Educator award and is a sought-after global speaker within the spa and medical spa industries.

 

Tags:  Business and Financials  Med Spa Ownership 

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HIPAA Breaches: How to Protect Patient Privacy in Your Med Spa

Posted By Administration, Friday, August 31, 2018

By Jay Reyero, JD, Partner, ByrdAdatto

Patient privacy and HIPAA go hand-in-hand in any medical setting, including your med spa. While cyberattacks, whether on large hospital systems or small clinics, make for splashy headlines, healthcare providers should not forget to look within when it comes to vulnerabilities.

A recent examination by Verizon of security incidents across 27 countries found that the majority (58%) of healthcare protected health information (“PHI”) data breaches were due to insider threats. (For more information on patient privacy, sign up for our upcoming live webinar. It is free for all AmSpa members.)

The report highlighted several areas that healthcare providers encounter on a frequent basis where risks could arise internally, such as the potential for privilege abuse. Personnel require access to specific PHI to perform their duties but providing such access puts them in position to easily use or access the PHI for other, malicious purposes. This can be especially problematic with disgruntled or recently fired employees. The three steps a healthcare provider should take to protect itself are: (1) Identify; (2) Address; and (3) Audit.

Identification requires healthcare providers to identify all of the vulnerabilities to PHI; not only those risks from the outside, but just as important, those risks from within the organization. 

Once a healthcare provider identifies its vulnerabilities, steps should be taken to address each by implementing the appropriate safeguards necessary to protect the PHI, both in terms of technology and internal policies and procedures. Many may recognize this as the first step of any HIPAA compliance plan, which is the Risk Analysis and Management required under the Security Rule. 

Finally, healthcare providers must continue to be vigilant against the ever-present threat to extremely valuable data through regular audits of the systems and policies in place to find new vulnerabilities or current vulnerabilities being exploited.

Healthcare providers would be wise to conduct an updated (or first) risk analysis and understand where they stand in the fight against threats to PHI.

For more information on ways to build and run a successful, profitable, and legally compliant medical spa attend one of AmSpa’s Medical Spa & Aesthetic Boot Camps and be the next med spa success story.

ByrdAdatto represents physician practices, dental practices, law firms, medical spas, and other professional services companies throughout the United States. AmSpa members can take advantage of an annual compliance consultation call with the firm.

Jay Reyero, JD, is a partner at the business, healthcare, and aesthetic law firm of ByrdAdatto. He has a background as both a litigator and transactional attorney, bringing a unique and balanced perspective to the firm’s clients. His health care and regulatory expertise involves the counseling and advising of physicians, physician groups, other medical service providers and non-professionals. Specific areas of expertise include Federal and State health care regulations and how they impact investments, transactions and various contractual arrangements, particularly in the areas of Federal and State anti-referral, anti-kickback and HIPAA compliance.

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps  Med Spa Law 

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Which Procedures Count As the Practice of Medicine in a Medical Spa?

Posted By Administration, Thursday, August 30, 2018

By Alex R. Thiersch, Founder and Director of the American Med Spa Association

Determining the distinction between medical and non-medical treatments is perhaps the defining issue of the medical aesthetic industry and, in many cases, that distinction is not as clear-cut as all involved would like it to be—what’s legal in one state might not be in another, for example. (AmSpa members can check their medical aesthetic legal summary to find this information.)

Medical spas, unlike most plastic surgeons’ offices and traditional doctors’ offices, make a lot of their money from offering non-medical treatments—such as facials, chemical peels, and aesthetician services—in addition to medical services. In fact, aesthetician services typically are among the top three treatments offered by most medical spas according to the AmSpa 2017 Medical Spa State of the Industry Survey. Many people begin their experience with a medical spa by partaking of these non-medical treatments before moving on to more invasive solutions so, needless to say, these services can be extremely valuable to a medical aesthetic business.

It is extremely important for employees of a medical spa to understand which procedures they perform are medical in nature so that they can approach them accordingly. If an aesthetician can perform a procedure by him- or herself, costs are much lower and margins are likely much higher; when you move into the medical realm, however, you must involve a physician, nurse practitioner, or physician assistant, and you must follow medical protocol and regulations. Costs go up, record-keeping requirements are far greater, patient privacy becomes an issue, and on and on.

For more information on proper medical spa procedures see AmSpa’s webinars on supervision and delegation, patient-charting requirements, and much more.

Some general guidelines can help determine what is and is not a medical procedure.

Baseline Rule

The baseline rule is that anything that impacts living tissue is considered medical. Generally speaking, if you’re doing something that goes beneath the outer dead layers of skin—known as the stratum corneum—you can assume that you are engaging in the practice of medicine. 

Exceptions

However, there are some exceptions to this rule. In several states, laser hair removal is the subject of certifications and rules that place it at least adjacent to the medical realm, despite the fact that it does not penetrate the skin. 

Additionally, microneedling, one of the trendiest procedures in the business, has been determined to be medical in nature by all the regulatory agencies that have looked at it, despite the fact that in many cases, the needles are set to a depth that does not actually penetrate the stratum corneum. Regardless, the fact that metal needles are the tools being used makes this a medical procedure in the eyes of the law in many cases.

Finally, subdermal fat-removing treatments, such as SculpSure and CoolSculpting, which don’t involve any sort of conventional laser use or invasiveness, still should be considered medical, even though the matter hasn’t as yet been widely investigated by state boards. There is very little doubt in my mind that as soon as an influential state board looks at them, it will determine these treatments to be medical in nature because they affect living tissue; therefore, you must observe medical protocol when performing them.

Beyond these general guidelines, AmSpa can help you determine what is and is not considered a medical procedure in your state. Use our website to keep up with the latest regulatory updates and, join us for an upcoming Medical Spa & Aesthetic Boot Camp (Boston in September, Nashville in October, and Orlando in November), to learn everything you need to know to keep your medical spa compliant and successful.

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps  Business and Financials  Med Spa Trends 

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Fillers For Your Other Lips?

Posted By Administration, Wednesday, August 29, 2018

By Emerald Gutierrez, RN, Certified First Assist in Cosmetic Surgery & Aesthetics

What may surprise you is that more women have problems when it comes to sex than men. Some 43% of women say they’ve experienced sexual dysfunction at some stage of their lives compared to 31% of men.

Sexual dysfunction in both men and women can result in a reduction in sexual intimacy in a relationship, which may then negatively affect family life and self-esteem. We need to keep in mind that female sexual arousal is multifactorial, often with psychological and emotional as well as physical factors, so there is no one ‘magic bullet’ treatment.

When sex becomes more painful than pleasure, don’t lose hope. Explore the below treatments and turn up the heat between the sheets.

The Challenge: Vaginal thinning & dryness; painful sex
The Treatment: Filler or PRP Injection
(Plasma-rich Protein) also nicknamed as the “O” or “O-Shot”

Recommended Treatments: Three every 4 weeks
Down time: None
Pain: None


Regeneration of this area leads to increased sensitivity and better orgasms. It is very safe as we use your own body products with minimal risks of bruising and infection.
-Emerald Gutierrez, R.N
Certified First Assist in Cosmetic Surgery & Aesthetics.

Platelet-rich plasma (PRP), where your platelets are separated from blood and then injected back into the body is traditionally given to stimulate collagen in the face but in recent years this treatment has been found to have benefits for genital areas too. It’s been nicknamed the ‘O shot’ as it’s said to improve sensitivity and the ability to orgasm. PRP tricks the body into believing it has been injured so it releases stem cells which regenerate tissue and we find it can help with everything from the skin condition sclerosis to stress incontinence and sexual dysfunction such as inability to climax.





The Challenge: Vaginal looseness
The Treatment: The Votiva, Radio Frequency by InMode

Recommended Treatments: Three every 4 weeks
Down time: None
Pain: None



Votiva is beneficial for therapeutic use in the treatment of sexual dysfunction or as an adjunct to Kegel exercises (tightening of the muscles of the pelvic floor to increase muscle tone). This treatment delivers gentle, thermal internal tissue remodeling of the genitals that is safe, effective, and in-demand. This is a comfortable treatment that provides uniform radio frequency heating of the internal vaginal tissue and external vulvar laxity or labial hypertrophy.

Labiaplasty
If time, genetics or childbirth has resulted in embarrassment, discomfort or intimacy issues due to the size and shape of your labia, labiaplasty procedure may be a good option for you.

Labiaplasty is a one to two hour surgical procedure designed to sculpt the external vaginal structures by reducing and/or reshaping long or uneven labia. Childbirth, the aging process and the effects of gravity may all erode the beauty of the female genitalia including the labia minora, labia majora, clitoral hood and perineum.
  • Experience a more youthful look in the vaginal area
  • Feel Improved sexual gratification and Increased friction during intercourse
  • Enhance vaginal muscle tone, strength, and control
  • Quick recovery- risks in surgery are extremely rare, and are seen in less than 1% of cases

Emerald Gutierrez has been a Registered Nurse for 18 years. Her experience includes Emergency Dept., In-and Out-Patient Operating Room/Recovery Room, Plastics, Oncology, Women’s Health, GI, Nurse Educator, and Director of Nursing. She began her role as a Beverly Hills Cosmetic Nurse/Nurse consultant when she moved to Los Angeles to obtain her RNFA degree (Registered Nurse First Assist), and her CNOR (Certified Nurse Operating Room) from UCLA. Since then, she has received training from some of the top prestigious and world renowned Cosmetic Surgeons, with most of them appearing on “Dr. Oz”, “The Doctor’s,” “Botched”, and “E Entertainment”.

Tags:  Glam RN Beverly Hills  Med Spa Trends 

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Your Medical Spa Show is Returning in 2019 and Early Bird Pricing is Almost Over

Posted By Administration, Tuesday, August 28, 2018

By Alex Thiersch, Founder and Director of the American Med Spa Association

At the beginning of this year the American Med Spa Association launched our first national trade event: The Medical Spa Show. The event was a long time coming, and we brought together more than 450 medical spa professionals from more than 220 practices across the country to provide something that the medical aesthetics profession truly needs and has been sorely lacking: a conference exclusively for medical spas, by medical spas.

 

Our first show was a success beyond anything we were expecting, and we’re proud and excited to follow that up with a Medical Spa Show that’s even bigger and better in 2019. Early bird pricing ends at the end of this month, so be sure to sign up this week to take advantage of these savings. 

We’re expanding with an additional half day of education for a total of over 100 sessions to choose from, and a 60% increase in booths in the exhibit hall giving you even more opportunities to find your next great technology, treatment, or service provider.

As many of you know, here at AmSpa we like to do things a little differently. Our goal has always been–and will always be–to advance the industry through business-building and legal compliance. We want everyone to be profitable, so we’ve brought together some of the top medical spas and aesthetic centers in the country to offer their secrets on how to build a successful practice. 

Along with that, and equally important, we want the industry to be safe. Because of this we provide extensive coverage of the laws, the emerging legislation that will impact the industry, and best-practices to keep the industry growing at its current pace.

In developing the course schedule the goal was for it to be a truly beneficial tool for you. I’ve been to far too many conferences where attendees have been underwhelmed by the content–where they left with only one or two pieces of new information to implement into their practices. AmSpa believes that a conference should be full of great material, and that every class should have value–not just one or two, so we conferred with many of the top medical spas and aesthetic centers in the country to determine what they wanted to learn.

And please don’t forget that one of the primary reasons we’re putting this conference on is to bring the industry together, because make no mistake about it–this is your conference. I’ve found that the best education can often come from the exchange of information, so plenty of time for networking and socializing (and partying! It’s Vegas, baby) has been built in.

Please reach out to us if any of you have any comments or questions. Our hope is that this conference will be on your calendar every year from this day forward, and just as a last reminder early bird pricing ends this week for the 2019 show, so click here to sign up today

AmSpa members save an additional $75, and if you’re not an AmSpa member you can save $100 on AmSpa Basic membership by signing up along with a ticket to The Medical Spa Show. I can’t wait to see you all in February when the medical spa industry comes together.

Tags:  The Medica Spa Show 2019 

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The Basics of Understanding Medical Aesthetic Laser Laws

Posted By Administration, Friday, August 24, 2018

By Brad Adatto, JD, Partner, ByrdAdatto

Laser laws in the medical spa industry aren’t always easy to find or understand, especially since they vary from state to state. Laser and radiofrequency devices have become profit leaders in many aesthetic practices due to results that some of these devices are able to deliver. However, with great technology comes greater regulation, as federal and state governments seek to protect the public from potential harm from misuse of this technology.

On the federal level, the Food and Drug Administration regulates medical lasers, as it does with other medical devices.  [Click here for information on the FDA’s recent warning regarding energy-based vaginal rejuvenation devices.)

On the state level, a variety of regulations have been adopted, and the spectrum of regulations is massive. These rules can be confusing, as they can restrict everything from who can own the machine, to who can develop the treatment plan, to finally, who can actually fire the laser. 

To make matters more confusing, some states have few, if any, laws directly addressing lasers. Instead these states have general laws on medical procedures or devices that indirectly control laser usage, and the laws are enforced by the medical boards.

As an example, Texas laws divide medical lasers into two categories.  One category includes laser radiation and intense pulsed light devices. The other category covers laser or pulsed light hair removal devices. Each class is restricted as to who can own the lasers, where they can be used, who can use them, and what special or additional licenses or registrations are needed.

In Texas, intense pulsed light (“IPL”) devices can only be used in a medical clinic and under the supervision of a licensed medical doctor. The device must be registered with the Texas Department of State Health Services. Further, there are substantial restrictions as to who can perform the IPL services under the doctor’s supervision. Light-based hair removal devices in a medical practice are not required to be registered with the state, as the procedure doesn’t remove part of the epidermis. Further confusing the matter, a non-physician can get a Texas license to open a laser facility. But this license limits the light-based device types and their uses at the facility, and enacts additional supervision requirements.

Compare this to laser laws in Georgia, or California, and you can begin to see how requirements can vary drastically.

AmSpa members can check their medical aesthetic legal summary to see laser laws in their state. 

The use of lasers in the aesthetic industry does not appear to be slowing down. Having a clear understanding of your state’s laser licensing and regulatory scheme is essential to avoiding legal pitfalls in your practice. For more information and guidance on your state’s laser regulation and oversight requirements please contact the law firm of ByrdAdatto

Brad Adatto, JD, is a partner at ByrdAdatto, a business, healthcare, and aesthetic law firm that practices across the country. He has worked with physicians, physician groups, and other medical service providers in developing ambulatory surgical centers, in-office and freestanding ancillary service facilities, and other medical joint ventures. He regularly counsels clients with respect to federal and state health care regulations that impact investments, transactions, and contract terms, including Medicare fraud and abuse, anti-trust, anti-kickback, anti-referral, and private securities laws.

 

Tags:  Med Spa Law 

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9 Keys to Medical Spa Success

Posted By Administration, Thursday, August 23, 2018

By Alex R. Thiersch, JD, Founder and Director of the American Med Spa Association (AmSpa)

Medical spas occupy a unique place between medical facilities and retail storefronts, and require unique solutions to be successful. Medical spa treatments are generally classified as medical procedures and are regulated as such, however since these treatments are by and large elective this also introduces very specific business realities that med spas MUST understand. The best med spas use the following keys to unlock their true potential.

Be Legally Compliant

Medical spa owners and operators must understand and follow the rules and regulations of the state in which they conduct business. This is easier said than done, as medical aesthetics practices are held to the same standards as more traditional medical practices. However, it is absolutely essential that medical spas are compliant. Consult with a local health care attorney if you haven’t already. 

AmSpa members can check their medical aesthetic legal summary or schedule an annual compliance consultation call with the law firm of ByrdAdatto for more information on med spa law.

Run Your Practice Like a Business

Although a medical spa is legally viewed as a medical practice, it cannot simply be run as an extension of a doctor’s office or a plastic surgery center—it must be run as a separate business. It has to have its own business plan, its own profit-and-loss statements, and its own manager. A medical spa is a very different type of business than a doctor’s office or a surgical practice, and it must be run in a different way.

Medical spa offerings are purely elective, and they do not deal with insurance providers. As such, they have much more in common with day spas and salons than with more traditional medical practices. Conscientious owners and operators realize this, and make efforts to fit into the retail market as much as the medical market.

Employ Traditional Business Techniques

Because medical spas are closer in form and function to retail outlets than medical practices, it makes sense that businesspeople are having a huge impact on the medical spa market. They create business plans, make budgets, create goals, and monitor the medical spa’s day-to-day operations in ways that reflect the retail market. This results in success, because a large part of a medical spa business actually exists in a retail environment instead of hewing to the tenets of more traditional medical practices.

Find tools to building your practice profitably in the AmSpa store.

Invest in Good People

Medical spa employees should be knowledgeable people who are good at selling, who understand the business, and who believe in the products and treatments they’re offering. Successful medical spas simply do not employ inefficient people who are not making them money. It’s imperative that a successful med spa be able to turn its staff into a high-performing team.

Employ Sales Techniques

In traditional medical settings, salesmanship is considered gauche. However, as has already been established, medical spas are very different from traditional medical practices. The medical spa that sells itself and its services most effectively will be the one that rises above its competition.

Track Sales and Marketing Metrics

The businesspeople who have begun working with medical spas are compiling as much data as they can in order to determine what’s working and what isn’t. They track and measure everything the business does, and then they tailor their projections and goals accordingly. The ultimate ceiling of your medical spa practice’s success could be determined by whether or not you are tracking and measuring key business metrics, and letting those results inform your decisions.

Find a Niche and Market to It

Many of today’s most successful medical spas focus on a niche market. They concentrate on certain demographics or one particular treatment—such as CoolSculpting, laser hair removal, or injectables. Do your market research, find the gaps in your local market, and claim your niche.

Invest in Processes

Profitable medical aesthetics practices have processes in place to convert customer interest into sales. They tend to have initial interactions with prospective clients laid out, scripted, and rehearsed so the staff knows exactly what to say and do when somebody expresses interest in their services. 

Attend an AmSpa Medical Spa & Aesthetic Boot Camp to learn legal and business best-practices and be the next med spa success story.

Have Fun

The best medical spas work hard to create a business that is efficient, compliant, and profitable, but they also understand that this is a fun business. They don’t try to be something they’re not, and they enjoy coming into work every day. They make the most out of their opportunity.

A medical spa is a complex business; however, as with most things in life, you get out of it what you put into it. Make the most of your medical spa and you can ensure success and a ton of fun to go along with it.

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps  Business and Financials 

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Improving Your Med Spa Business: Always Close For Something

Posted By Administration, Wednesday, August 22, 2018

Rebecca Gelber, MD, Tahoe Aesthetic Medicine

A successful medical spa requires two things: 1) A patient-first focus on results and service and 2) tightly buttoned-up business practices. As clinicians opening a new aesthetic practice we are often already trained in the first, but we are rarely armed with the second.

Medical aesthetic practitioners have extensive training in performing procedures, but most of us have close to zero experience with the business side of aesthetic medicine. Practices rarely run into trouble because they can’t perform treatments properly. They run into trouble because they don’t know how to sell those treatments. 

You can have the best equipment and skills, but if you never get patients to sign up to sit in your treatment chair it's all for naught. Even when we do have a patient coming into our practice it’s all too common for them to leave without taking full advantage of the services we offer.

There are missed opportunities in our path each day. Every patient encounter is a chance to add value to their life and strengthen their relationship with your office. If someone comes in for Botox, ask if there is anything else they would like help with. This may be the time for them to learn about fillers, lasers or even a skincare product.

If you’re unsure where to start, learn from people who know how to sell. When sales reps come into your office, study what they are doing - especially the ones who have been around a long time. There is a mantra in the sales world: “Always close for something.” In other words, always move the process forward, even if it’s a baby step. Bad sales reps make you feel uncomfortable when they do it; good sales reps make it natural and non-threatening. They might ask, “Is there anything else that’s bothering you?” or “May we call in a couple of months to check in?” A good sales rep moves the process forward without making you feel pressured.

Believe it or not, dental offices are fantastic at selling. They “always close for something”. They have methods perfected for getting people to sign up for their next appointment before they leave, and ensure that the patient shows up six months later. Try incorporating something like this in your practice. Even if they aren’t ready or able to block out their next appointment, you can get permission to call or send them a reminder card.

In our office, we have a sheet of paper for every patient. If they come in during May and say that they would like to do a laser treatment in September when they can be out of the sun, we ask if they would like a call in August to make sure they get the best appointment slot. If they say yes, we make a note of that and then put that paper in a folder marked August. We have a folder for every month and keep each page with an action item in the appropriate month. That way, when anyone in the office has a free moment, they can pull out the current month's folder and follow up with someone.

This one little thing can keep your calendar full without having to resort to expensive marketing and specials. It keeps patients coming in regularly, greatly improving your revenue stream and also the results and service you provide.

“Sell” is a four-letter word, but in your medical aesthetic practice it doesn’t have to be a bad one. By taking every opportunity to educate your patients on the services that you offer you can improve the quality of their results while also increasing the profitability of your business.

(Editor’s note: attend an AmSpa Medical Spa & Aesthetic Boot Camp to learn legal and business best practices that are key to medical spa success.)

Dr. Rebecca Gelber graduated from the Johns Hopkins School of Medicine in 1993 and completed her residency training at the University of Pittsburgh Medical Center. Since that time, she has completed a preceptorship in aesthetics, liposculpture and stem cell therapies, as well as specialized training with luminaries across the country in BBL and laser therapies, Botox, dermal fillers, and thread lifts. She founded and owns Tahoe Aesthetic Medicine and also offers specialized training to other providers.

 

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps  Business and Financials  Med Spa Ownership 

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4 Ways to Increase Med Spa Retail Sales

Posted By Administration, Tuesday, August 21, 2018

By Alex R. Thiersch, JD, Founder/Director of the American Med Spa Association (AmSpa)

Increasing medical spa retail product sales can be one of the fastest ways to boost the profitability of your medical aesthetic practice.

Focusing on product sales can benefit your medical spa in a number of key ways, and according to the AmSpa 2017 Medical Spa State of the Industry Report retail products account for 18% of total revenue at the average medical spa. Once you’ve decided that you want to make this a larger part of your business, where do you get started?

A Product to Fit Your Business

When choosing product you want to make sure that what you are bringing in not only fits in with the brand direction of your business, but also that the products match the services you offer since proper use of a skin care program can produce better treatment results for your patients. You don’t necessarily have to stop at treatment products, however. A few on-brand retail pieces that don’t require a recommendation to buy can help create a more full experience for your customers. Are you a luxury brand? A wellness brand? You might consider dedicating some shelf space to items that reinforce this message. 

Tyranny of Choice

Though it’s good to have some selection of product in your medical spa, offering too many options at the same level of product treatment can be a detriment. Too many choices that aren’t differentiated can leave customers confused and less likely to purchase. Choosing a few lines that each have multiple levels of treatment will often serve you better.

As medical spa industry expert Bryan Durocher of Durocher Enterprises states, “While selection is important, sometimes it is better to go an inch wide and a mile deep.”

Make Sense of Senses

Major retailers know that engaging customers through multiple senses can yield benefits in retail sales. Visually interesting displays combined with calming music, or scents that match the scents of some of your products provide subtle boosts for retail sales.

Small changes to the layout of your space can also make a difference. Do you keep the lion’s share of your product behind a counter or in a locked case? This will impact your sales since people like to look at and hold things as they consider buying it. Does your retail area overlap with your waiting room? Think about separating them, because as Durocher states, “People that sit don’t shop.”

Your Team

Of all the possible points of improvement in retail sales you can possibly see in your business, training your team will give you the biggest benefit, bar none. When talking about retail sales Dori Soukup, of InSPAration Management says, “How can you expect to improve performance and achieve new results if the team is not held accountable for their actions or performance?” 

She emphasizes concrete expectations, measureable goals, sales systems, and team coaching when setting up a business for retail success. 

As Durocher states, “Have a defined client experience that incorporates retail products during the consultation, during service, and at the close of the visit.”

It’s also important to incentivize your team. While, in most states, you generally cannot pay staff commission for services in a medical spa because of fee splitting laws, you are generally allowed to pay percent commission on retail product sales.

Selling product is one of the keys to increased profitability in medical spas, and if you’re looking to get into the industry it’s a core principle you need to be familiar with. 

For more information on ways to build and run a successful, profitable, and legally compliant medical spa attend one of AmSpa’s Medical Spa & Aesthetic Boot Camps and be the next med spa success story.

 

Tags:  AmSpa's 2017 Med Spa Statistical Survey  AmSpa's Med Spa & Aesthetic Boot Camps  Business and Financials  Med Spa Ownership 

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Subscriptions: The Next Level of Membership Programs

Posted By Administration, Friday, August 17, 2018

By Michael S. Byrd, JD, Partner at the law firm of ByrdAdatto

Med spa patient loyalty and retention is one of the biggest concerns among med spa owners, according to the 2017 Medical Spa State of the Industry Report. The report also states that fully 55% of medical spa practices have instituted some sort of membership program. Paid membership programs can be a valuable tool to increase customer retention as long as you are keeping up your standard of care, and these programs can also be a huge help in gathering operating capital up-front and projecting future income.

“This membership model built Skin Body Soul,” says Brandon Robinson, founder of Skin Body Soul Spa. Robinson believes that paid memberships help to bring in patients that are willing to commit to the spa as much as the spa is committed to the patients.

Subscription billing for products flips the traditional product purchase model on its head. Rather than purchase a product, consumers purchase the right to use the product. Netflix and Spotify embody the power of this business model.

On January 17, 2016, Forbes magazine published an article titled  How the Subscription Economy is Disrupting the Traditional Business Model. Tien Tzuo, CEO of Zuora, points out that in this model the emphasis must be on the consumer experience and relationship.  Tzuo states, “Remember that subscriptions are relationships, and relationships are a two-way street!”

With the success of the subscription billing model for products, the question becomes whether this model can work with professional services. The aesthetic industry has seen a shift toward providing non-invasive services on a subscription basis. HintMD, a technology startup based in Silicon Valley, developed a dynamic subscription platform to enable medical aesthetic professionals to offer their services via a subscription offering. 

Aubrey Rankin, CEO of HintMD, says, “Our aesthetic subscription platform not only enables consumers to gain access to high-end aesthetic services and providers, but more importantly makes it easier for patients to commit to their prescribed treatment plan. By a patient simply following their treatment plan, a true win-win situation is created. Patients achieve optimal treatment outcomes through the ease of a predictable monthly subscription payment, and the aesthetic practice sees an increase in patient loyalty, which ultimately drives growing practice revenues.”

Our law firm, ByrdAdatto, has offered legal services on a subscription billing model for several years to our larger clients, and in January 2017, our firm expanded the subscription billing model to provide access to our smaller business clients as well. The adoption of this subscription business model by our clients far surpassed our expectations.

The goal with ours was to provide options for our clients in choosing how to pay for legal services. A little over a year since the roll-out, our Access+ subscription billing platform now represents close to 50% of our monthly revenues.

For organizations considering a transition to a subscription billing model, the following must be considered:

  • The subscription billing model does not replace the need to provide excellent services; rather, it emphasizes the need to deepen the relationship with clients.
  • Defining the scope of covered services becomes imperative.
  • Key performance indicators to measure the success of your business dramatically change.
  • Plan your cash management in the transition process.

Subscription billing is not for everyone, so proceed with caution before completely switching to this billing platform.

ByrdAdatto represents physician practices, dental practices, law firms, medical spas, and other professional services companies throughout the United States. AmSpa members can take advantage of an annual compliance consultation call with the firm.

If you have any questions regarding your business model, need assistance with designing corporate structure, or merger and acquisition activity, feel free to reach out to us at mgire@byrdadatto.com or call 773-831-4692.

Michael S. Byrd , JD, is a partner with the law firm of ByrdAdatto. With his background as both a litigator and transactional attorney, Michael brings a comprehensive perspective to business and health care issues. He has been named to Texas Rising Stars and Texas Super Lawyers, published by Thompson Reuters, for multiple years (2009-2016) and recognized as a Best Lawyer in Dallas by D Magazine (2013, 2016).

 

Tags:  AmSpa's 2017 Med Spa Statistical Survey  Business and Financials  Med Spa Law  Med Spa Trends 

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