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Medical Spa Success Means Facing Your Fears

Posted By Administration, Friday, March 30, 2018

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

I have a mantra that I say to myself often—“Do that which you are afraid to do.” I didn’t always think this way; in fact, facing my fear is something I struggled with at the beginning of my career and had to take steps to overcome. Everybody has fear, but if you walk toward the things that cause you to be afraid, you can go farther than you previously imagined.

In AmSpa’s latest Medical Spa Insider podcast, industry experts Louis Frisina and Tim Sawyer spend some time talking about how they overcame fears early in their careers, and how it was one of their keys to success. “What happens with anything in life that you fear,” said Sawyer, “once you conquer that, that becomes your nirvana. Because you walked in fear of it, you overcame it, and now you own it.”



Most of the time—in business and in life—you will find success if you can overcome the things that make you afraid. People often are afraid to open their own businesses, because they’re scared of the financial investment and relatively high rate of attrition. They’re scared to pursue a particular marketing angle because it costs too much money or it goes against traditional marketing tactics.

Sometimes, when you have an idea or are presented with an opportunity, you begin to pursue it and fear takes over. It causes you to pause. You have a gut feeling that tells you that the direction that frightens you is the right way to go, but for whatever reason, you’re disinclined to make that commitment. It’s that one second when you’re getting ready to step into uncharted territory and you suddenly second-guess everything that you know to be true. When you’re in business, you need to overcome that fear. In my experience, most success comes on the other side of it.

Entrepreneurs who can recognize the moment when that fear takes place tend to be more successful than those who can’t. Many times, people are so egotistical or ignorant that they don’t even identify this moment when it occurs, so they blindly move in a different direction. A good businessperson, on the other hand, will understand that it’s a project worth pursuing, even though he or she is a bit afraid of the commitment it will require, and take the necessary steps to actually work through it. 

This can be the difference between success and failure, and it’s a very thin line. Those who waver just a bit and wait to see how things develop before pursuing a course of action likely will never convince themselves that there’s a good time to act.

In almost every industry, you can identify the people who have the guts to walk toward the thing that frightens them. They put in the time and work it takes to overcome the fear in their minds and the objections of others, and in many cases, they end up becoming much more successful than the people who were telling them to give up on a particular pursuit.

At AmSpa’s Boot Camps, we teach medical aesthetics professionals how to succeed in this industry. Facing your fear is a big part of that, because there is so much competition that you really need to be determined and take that scary step into the unknown, because if you’re in it, you need to be in it to win it. You can’t go halfway, because there is no doubt that if you don’t pursue a new and exciting direction at your medical spa, one of your competitors will.

Click here to learn more about our upcoming Boot Camps and to register to join us at one. We can’t make facing your fear any easier for you, but we can help you learn how to recognize turning points and address them with the confidence you need to move forward in the medical aesthetics industry.

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Medical Spa Insider: The Most Overlooked Must-Haves in Medical Spas According to Louis Frisina and Tim Sawyer

Posted By Administration, Thursday, March 29, 2018

 

Medical aesthetics experts Louis Frisina and Tim Sawyer, President of Crystal Clear Digital Marketing speak on a wide range of topics including the main blind spots of people entering the medical spa industry, their biggest driving fears at the beginnings of their careers, and much more!

Louis Frisina is a medical aesthetic luminary who is, among other things, credited with introducing Restylane to the American market. He now runs a consulting firm and a hedge fund, both targeting this booming industry.

Tim Sawyer is Founder and President Crystal Clear Digital Marketing, one of the premier digital marketing firms in the medical aesthetic space.

Both will be presenting at the upcoming Med Spa Boot Camp in Los Angeles, CA April 7-8. Register here!

Tags:  Medical Spa Insider Podcast 

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AmSpa Member Spotlight with Rejuvenate Med Spa Founder, Christina Imes

Posted By Administration, Friday, March 23, 2018

 

AmSpa Founder, Alex Thiersch, interviews Founder and Operator of Rejuvenate Med Spa in Oak Brook, IL., Christina Imes, about how she opened her med spa after attending one of AmSpa's Med Spa & Aesthetic Boot Camps.

Get to know Rejuvenate Med Spa Founder, Christina Imes

"When I was a little girl I loved to play board games all the time with my friends. Before they would arrive I would take all the pieces out of the box, and have the game ready. I'm not one for reading directions entirely, so each time we played the game would be different. I basically made it up as we went. Each slide, marble and ball trap in the Mouse Trap game representing whatever I wanted for that day. Each little carload of pink and blue pegs in the game of Life meaning something different every time we played. Of course, some of my friends had played these same games at their homes, and they did read the directions thoroughly. I was typically able to convince my friends that my way was better, and besides I was in charge.

Not until recently had I thought about how much one can learn about their personality from owning and running a business. Many of my employees would be able to tell you for example that I make decisions quickly (very impatient); I have a hard time admitting I'm wrong; and I'm much more of a big-picture thinker. Oftentimes personality traits are divided into good and bad. I realize that sometimes traits can be described as bad for some and good for others. 

In the 2 ½ years that Rejuvenate Med Spa has been open I will tell you that impatience and the need to be right all the time are not so great for my business. Impatience led me to purchasing a $3,000 software program before totally doing my due diligence. The software turned out to be garbage, and the investment was a waste! I hired an esthetician not long ago even though my business partner told me he thought it was a mistake. "No, no I said. You wait and see. She will be great." I too had a sinking feeling it wasn't going to work, but my ego got in the way. Fortunately I did fire her after only a couple of months. However, once again money wasted.  Weaknesses are hard to run from when you own a business. They weave themselves into every aspect of your business if you're not careful, and become glaringly obvious when they affect the bottom line.

With 2017 just ending, I was writing down my goals for the med spa. I began to look back at the mistakes I made in 2017, and realized they all stemmed from my individual, distinctive character. My class at Goldman Sachs pushed me to hire people who are good at things that I find challenging or unrewarding, but I need constant reminders to be conscious of these behaviors that can be detrimental to my business. Personality traits define us and can be very challenging to change. Some psychologists believe personality characteristics largely stop changing around the age of 30. 

I surround myself with friends and employees who hold me accountable, and feel comfortable enough to come to me when I do something they don't love. I won't say I always agree with them, but it definitely helps knowing I have people in place who care about the success of my business as much as I do. Revenues in 2017 were up 40%, so we are doing something right! Yoga and meditation have also been excellent tools for me in learning to release the patterns of the past.

I hope my fellow scholars are able to find tools that allow you to stay focused on your strengths. I also wish that your businesses continue to prosper no matter how many little pink and blue pegs are in your car."

Get the LIVE tour of Rejuvenate Med Spa Here!

Tags:  Member Spotlight 

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Med Spa Best Practices: Measuring and Tracking Your Success

Posted By Administration, Wednesday, March 21, 2018

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

Success in the medical aesthetics business depends on a number of factors, from effective marketing to efficient employees to reliable equipment. However, if a medical spa is not properly tracking everything that is going on at the practice, it is impossible for its owners and operators to truly understand what is going on there.

Good medical spas track everything. Simply put, if you can’t track, you can’t measure; if you can’t measure, you don’t know what’s working and what’s not; and if you don’t know what’s working and what’s not, you can’t make informed decisions when it comes time to determine what to do next.

Essentially, if you don’t understand how and why something is working, it’s not really working for you. There’s no way its success can inform your future decisions, because you don’t have enough information to tell you what’s actually going on.

For example, say an aesthetician is earning significantly more money than other employees, despite the fact that he or she is providing exactly the same services as everybody else in the practice. Is it something he or she is doing differently than everybody else in the practice? Is it related to the hours he or she works? Is it just plain old dumb luck? If you’re not tracking everything that happens at your practice, you have no way of knowing, and that puts your business at an enormous disadvantage.

Some of the factors tracked by top medical spas include:
Dollars per hour per treatment per provider;
Dollars per hour per provider;
Margin per treatment per provider;
Return on investment per provider;
Return on investment per equipment;
Conversion rates; and
Return on investment on email campaigns, marketing campaigns, social media.

This might seem like micromanagement, but I promise you that no effective business, medical spa or otherwise, leaves these aspects of their enterprise up to chance. For example, if you find that the laser equipment you purchased isn’t providing the return on investment you’d expected, you won’t be tempted to spend more money in that area of your practice because you’ve discovered that it probably isn’t worth it. 

Likewise, if you find that a direct mail campaign is significantly more effective than a Facebook campaign despite the former costing much more to conduct, you can allocate your marketing resources in a way that brings your practice the maximum possible return on its investment.

At the American Medical Spa Association’s Medical Spa & Aesthetic Boot Camps, we spend virtually the entire two days showing attendees different ways to track and measure all aspects of their businesses, including retail sales, medical treatment, and marketing. Join us at our next Boot Camp, which takes place at the Marina del Rey Marriott in Marina del Rey, California, on April 7 and 8, 2018. If you can’t make it to L.A., consider joining us at one of our other Boot Camps this year—we’ll be in Denver in May, Dallas in July, Boston in September, Nashville in October, and Orlando in December.

Click here to learn more and register now.

Your business can’t improve if you don’t know what’s working and what’s not. You have to track, measure, review, change, and repeat. AmSpa can help, so we hope to see you soon.

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Long-Term Medical Spa Market Research: Generation Z

Posted By Administration, Wednesday, March 7, 2018

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

The industry impact of Millennials as medical spa patients is just beginning to be felt, as “The Selfie Generation” currently accounts for about 20% of aesthetic patients. As this demographic ages it promises to offer a lot of potential clients as the growth of social media has led to increased comfort with the idea of medical aesthetic treatments, causing the average age of first treatments to plummet for many procedures. For all of the possibilities presented by this age group, the digital natives of Generation Z present even an greater opportunity in the long run.

Generation Z is typically defined as beginning with people born in the mid-to-late 1990s, so the oldest Zers are currently in their late teens. It may be difficult for many of us to imagine, but most of Generation Z cannot remember a time before 9/11. They grew up in a world where the U.S. has always been at war, where a crippling recession caused by corporate greed cost millions of people their jobs and livelihoods, and where deep-seated political turmoil is a fact of life. 

They’ve been raised on technology and know how to use social media more effectively than anyone else, but while Millennials are (probably unfairly) seen as being more passive and self-interested, Generation Z seems determined to fix the problems caused by those who came before. It also is worth pointing out that Generation Z is a larger group than the Millennials.

Of course, it also should be noted that they also have very short attention spans, and their independent mind-sets can sometimes lead to problems, but these quirks are part of the package and, sooner or later, everyone is going to need to learn how to deal with it.

In the context of the medical aesthetic industry—and every other business, quite frankly—it is important to learn what matters to Generation Zers. Today, the majority of marketing is still directed at Baby Boomers, Generation X, and Millennials, and for good reason, since these groups are the ones that are earning (or have earned) money to spend. But in the very near future, Generation Z is going to be flexing its financial muscle and, when it does, it’s going to make an enormous impact on the economy.  Therefore, it is up to businesspeople to do whatever they can to find out how best to market to Zers.

Unfortunately, that information isn’t necessarily available yet, since Generation Z is only now beginning to enter the workforce en masse, but medical spa owners and operators should at the very least be aware of the seismic shift that may be on the way and do whatever they can to keep track of emerging trends in Gen Z business. AmSpa will of course be following this story from a medical aesthetic perspective, and you should check out publications such as Inc to learn about broader business trends.

Businesspeople underestimate these young people at their peril, so be sure to learn all you can about them.

Tags:  Med Spa Trends 

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Medical Spa Insider: Terri Wojak on Her Career in Aesthetics, Advocacy, and Working with Plastic Surgeon Steven Dayan

Posted By Administration, Thursday, March 1, 2018

 

AmSpa Founder/Director Alex Thiersch and Director of Operations Cathy Christensen sit down with their long-time friend Terri Wojak, LE/President of True U Education.

They discuss her book, Aesthetics Exposed (with an update on the horizon!), her career in aesthetics, her work advocating for aestheticians, working with world-famous plastic surgeon Steven Dayan, and more!

Terri Wojak will also be presenting on selecting the right treatments for your med spa at the Rosemont Boot Camp next weekend, March 10th-11th. Register here! 

Tags:  Medical Spa Insider Podcast 

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Letter From the Director: Thank You!

Posted By Aly Boeckh, Tuesday, February 27, 2018
Updated: Wednesday, February 28, 2018

Alex Thiersch here, director of AmSpa. I’m back from AmSpa’s first ever Medical Spa Show and, after sleeping for 3 days straight, I wanted to reach out to all of you and say THANK YOU to each of you who attended. The turnout and feedback we received was absolutely overwhelming and I couldn’t be prouder of everyone who turned up to show their support. Anyone who was there can attest to the fact that the energy at the meeting was palpable. And the most exciting thing to me wasn’t the speakers (which were incredible), the diverse and engaged exhibitors (all of whom brought their A game), or even the absolutely incredible facility (Aria has to be one of the coolest resorts in the US). 


No, the thing I was most proud of was you, the attendees. How incredible was it to FINALLY get everyone in the industry together, in one place, for an event that was dedicate solely to med spas? We had nearly 250 med spas represented from all over the country (even Canada, Chile and Africa!), from all different walks of life, representing an incredible array of innovation, technology, grit, and entrepreneurship. And again…the energy, the excitement about the future, and the goodwill of all who were there was truly overwhelming. I’ve been to many conferences, and I have to tell you I have never experienced a group of people so engaged with one another, so excited to be part of something, but most of all, so nice. This industry is on rocket fuel right now, and so long as all of you continue to pour your heart and soul into growing into a profitable, safe, compliant industry, I promise that we at AmSpa will put all of our resources to bear to support each and every one o f you. I couldn’t be prouder to be a part of it, so thank you, each of you, for your participation in the meeting.

I did want to plug our Boot Camps since many of you have asked about them. For those of you who haven’t been, AmSpa has been putting on Medical Spa and Aesthetic Bootcamps for three years now. These are different from the Medical Spa Show in that they are two days of extended, intense training in an MBA-style format. We limit the number of attendees and offer extended periods for our speakers to teach – 60 to 90 minute sessions, minimum. Many of the incredible speakers you saw at the show are there to teach you everything they know about how to run a profitable aesthetic practice. Regardless of whether you are open, getting ready to open, or just thinking about opening, I can’t recommend enough coming to a Boot Camp. But beware – it’s an intense two days, and you will leave absolutely exhausted, filled with information, but incredibly pumped up to move forward. And if anyone has any doubts, we are more than happy to refer you to over 300 satisfied customers who have attended, any one of whom will be happy to discuss their experience. 

We’re kicking off our Boot Camp season in Rosemont on March 10-11 (this is the city that O’Hare Airport is located in Chicago, so it’s super easy for anyone in the country to get to … it’s being held at the Hilton Rosemont, which even offers a shuttle to and from the airport), and have six other dates planned. With our increased membership and the attendance at the Medical Spa Show, these dates are already filling up and they will sell out. So check your calendar and sign up right away because we don’t want anyone to miss out!

Thanks again to all of you, and we look forward to a strong and successful 2018!

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps 

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The Value of No

Posted By Administration, Thursday, February 15, 2018

 

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

When you visit a grocery store and peruse the cookie aisle, you might be surprised to find that where there used to be just a few varieties of Oreo cookies, there are now several, including some that seem somewhat bizarre. (Swedish Fish Oreos, anyone?) Similarly, a stroll to the liquor department reveals a wide variety of flavored vodka, whereas previously the only flavor of vodka was… well, vodka. Finally, when you look at the candy at the checkout counter, you’ll find that among the tried and true chocolate bars and fruit chews, there are at least a few new selections that you’ve never seen before, and chances are they’re produced by established companies.

For enormous multinational corporations like the ones that manufacture these products, it’s understood that more is more. With Oreo, for example, as long as its classic chocolate and vanilla crème sandwich cookies continue to sell, the company will be fine, and it can afford to say yes to strange limited-run flavors such as Peeps Oreos. But most companies are not in this position, so business owners—including medical spa owners and operators—need to understand the value of saying no.

People are taught that being adventurous is a good thing—that if you say yes to every opportunity presented to you, you’ll live a fuller, more audacious life. In business, however, this can be a risky tactic. The Harvard Business Review website recently posted an article titled “The Art of Strategy Is About Knowing When to Say No,” by HubSpot co-founder and CEO Brian Halligan, that illustrates the circumstances under which conscientious businesspeople should consider saying no to an idea that is presented to them, even if it seems like a good one. This is excellent advice for those in the field of medical aesthetics.

Consider this: If your medical spa is making good money with injectibles, it might seem like a natural next step to buy a CoolSculpting machine or two and expand your menu. But unlike Oreo, a medical spa has a finite amount of resources, and unless you know your market is teeming with people who want CoolSculpting and can’t get it anywhere else, you’re taking a major risk by diverting employees and marketing capital from a successful area of your business to something that, while potentially lucrative, is totally unproven.

This might seem antithetical to the common idea that a business should always be looking to expand, but in reality, there’s nothing at all wrong with passing on an opportunity like the one mentioned above, particularly when you’re trying to gain market share. You need to understand what you want to achieve with your business and stay focused on that instead of altering your vision every time a bright, shiny new opportunity comes your way. If buying a CoolSculpting machine and expanding your menu fits into your business plan, then by all means, go for it. But if you feel the risk outweighs the potential reward, there’s nothing at all wrong with saying no.

If you’re interesting in discussing business issues like this and many others with leading medical aesthetic industry professionals, you should definitely plan on joining AmSpa at one of our Medical Spa & Aesthetic Boot Camps this year. Click here to find out when we’re coming to a city near you and sign up to take part in this excellent educational opportunity. We hope to see you there!

Tags:  AmSpa's Med Spa & Aesthetic Boot Camps 

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A Last-Minute Preview of The Medical Spa Show

Posted By Aly Boeckh, Wednesday, February 7, 2018

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

As you can imagine, we at the American Medical Spa Association are very excited about the upcoming Medical Spa Show, which we will present at the Aria Resort and Casino in Las Vegas from Friday, Feb. 9 to Sunday, Feb. 11, 2018. The show will offer attendees the opportunity to learn more about the industry in four concurrent educational tracks, interact with other medical spa professionals from around the country, and evaluate the wide variety of products and services presented by the top vendors in the medical spa and medical aesthetic industry. 

The educational opportunities include:

The General Session, which will provide a broad, wide-ranging overview of the medical aesthetic business, presented by successful industry professionals. Saturday morning’s sessions will all be on this track, and we recommend medical spa owners check out these sessions.

The Clinical Sessions will offer talks and demonstrations of a number of new treatments from some of the best clinicians in the industry. These sessions will provide invaluable information for a medical spa’s clinical staff members.

In Supplier Classes, attendees can hear about cutting-edge products and services directly from the suppliers themselves. If you are in search of new equipment or products that will help set your practice apart from your competition, you may very well find it here.

CEO Training, presented by Crystal Clear Digital Marketing, will be presented on Saturday afternoon and is designed to teach you how to make your practice the best it can be with advanced marketing and customer relations techniques. If you want to make sure your medical spa has the most useful exposure it possibly can, this information could be critical.

Sales and Staff Training, which is presented on Sunday, will teach your medical spa’s staff members how to more effectively sell and relate to your medical spa’s patients. This particular skill set is somewhat undervalued by medical aesthetic practices, but the ones who incorporate it effectively are models for the entire industry.

In addition, Meagan Kennedy of Fleek Brows Microblading Training, based in Orlando, Florida, will present a microblading training workshop from 8:45 a.m. to 4:45 p.m. on Friday, Feb. 9. Microblading has becoming one of the most popular treatments available in the medical aesthetic space, and if your medical spa doesn’t offer it, this seminar will help you and your employees learn how it is done and how it can benefit your clients.

And if you think this show will be all work and no play, think again. On Saturday night, AmSpa—in association with our sponsors Crystal Clear Digital Marketing and Care Credit—will present a spectacular party where you can connect with other industry professionals in a setting that only Vegas can provide. 
Enjoy dinner and passed hors d'oeuvres cooked up by the Five-Diamond kitchen at the Aria Resort & Casino!
Hit up the open bar and sip on a Doctor's Order (a custom version of the Moscow Mule served blue through an ice luge) courtesy of CareCredit!
Trade notes and stories about the show, or about the industry with professionals just like you!
Work off the day's stress on the dance floor with tunes courtesy of electric violinist and DJ Lydia Ansel! 

Happy hour begins at 6 p.m., and the party begins at 7 p.m.

And finally, we’re presenting a prize game with some fabulous giveaways, including a trip to Hawaii in conjunction with AmSpa’s 5th Anniversary Next Level Leadership Event we’ll be presenting there in June. Simply visit all our exhibitors and have them sign off on it using the Medical Spa Show app in order to qualify.

We hope to see as many of you as possible at The Medical Spa Show. This is one of the fastest-growing industries in the country, and we hope that this event will help those working in it learn how to make the most of it and have a great time in the process. We can’t wait to share this experience with you!

Tags:  The Medical Spa Show 2018 

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AmSpa Launches New Medical Aesthetic Podcast Series

Posted By Administration, Thursday, January 25, 2018

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

Medical spa business and legal advice and tips are things many places around the Internet claim to offer. Very few of them, however, can back up that advice with actual expert opinions. Helping medical spa owners and operators learn about the industry and improve their businesses are the primary goals of the American Medical Spa Association (AmSpa), and to that end, we’re introducing a new podcast series that is designed to both educate and entertain.

Listen to the first episode below.

Subscribe on iTunes.

This series features conversations with successful entrepreneurs in the business of aesthetics. We’ll talk to them about their experience, their stories, their backgrounds, and their success, and we’ll ask them for advice about what it takes to be successful in the business. We’re planning to have a number of well-known guests, but we’re also going to pursue interviews with businesspeople who are just getting started in the medical spa industry, as they have extremely valuable perspectives to offer as well.

However, these conversations are not going to be stuffy, all-business conversations—we want to create a more relaxed atmosphere in which we and our guests can have some fun and demonstrate our personalities. Our first episode, for example, was recorded over drinks at a bar in Dallas. We might not use this as the setting for every episode—the sound quality is less than ideal due to the background noise, for example—but I think the finished product demonstrates what a good time we had that evening and offers the sort of industry insight that you can’t get anywhere else.

The first episode features a conversation with Terri Ross, managing partner and director of Lasky Aesthetics and Laser Center in Beverly Hills, Calif. Terri’s business expertise helped to increase Lasky’s revenue by 500 percent in her first 18 months with the company, so her insight is not to be taken lightly. Terri has also worked for companies such as Zeltiq, Medicis, EMD Serono, and Johnson & Johnson, so she also possesses a breadth of knowledge that is very impressive.

AmSpa Executive Director of Operations and Communications Cathy Christensen, ByrdAdatto Partner Bradford Adatto, and I spoke with Terri about a wide range of topics, including her experience in the medical aesthetic industry, her thoughts about how to hire talented people who will continue to add value to a medical spa for years to come, the treatments that have brought her and her medical spa the most success, and management techniques that help her operate her business at peak efficiency. And on the lighter side, she relates some funny stories about her time in the industry, and I reveal myself to be an expert on scrotox.

We hope you’ll join us for this series. The first episode was a lot of fun to make, and I think you’ll enjoy it and learn something too. We will release new episodes as we make them, so the schedule may be a bit erratic, but we hope you feel that they’re worth the wait. When you see us out and about—such as at The Medical Spa Show in Las Vegas from Feb. 9 to 11—let us know what you think about the podcast and what you’d like to see from it in the future.

Sign up for AmSpa’s email newsletter
to find out when new episodes drop, and to read about industry news and updates from the American Med Spa Association.

 

 

 

Tags:  Medical Spa Insider Podcast 

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