Posted By Administration,
Thursday, February 28, 2019
By: Tim Sawyer, President & Co-Founder, Crystal Clear Digital Marketing
If you were fortunate enough to be in Las Vegas at the Medical Spa Show, then you saw firsthand the explosion in popularity of this emerging event. With almost 1,000 attendees, a vibrant, sold-out vendor floor and the gathering of many of the leading industry experts, the 2019 Medical Spa Show was an event for the ages. As an exhibitor, sponsor, speaker and long-time friend of AmSpa, I was particularly impressed with the diversity among attendees. By that, I mean the attendance and participation of Beverly Hills plastic surgeon Dr. Sheila Nazarian, world-renowned plastic surgeon Dr. Jay Burns as well as many other surgeons, dermatologists, anti-aging doctors and entrepreneurial-minded business folks looking to find their way into the fast-growing aesthetic market. Clearly, this was more than a gathering of newly-formed med spa owners, although there were many. This was the widespread recognition and cultural acceptance of the proliferation of non-invasive technology and treatments to not only treat but also prevent the effects of aging across all age groups. It was great to see this evolution on full display, and I was grateful to be a part of it. From my perspective, there were some important takeaways that will have a significant impact on the industry in 2019 and beyond.
One – why would a plastic surgeon attend a medical spa event? Isn’t that a conflict?
Absolutely not! Historically, there has been some healthy tension between med spa owners and the surgeons who have dominated this market for decades. Now, however, we see that many of these surgeons/doctors have either incorporated non-invasive treatments into their practice, or more often than not, they are opening up standalone med spas as a complement to their existing practice. This trend will continue as better, cheaper devices can get a similar result without the need for costly and painful surgery. What I discovered (the big takeaway) from sitting on the panel with Dr. Nazarian and Dr. Burns was not resistance to the inclusion and growth of the med spa market, but more of a concern related to the lack of uniform protocols and governance in the med spa community. This is a real issue. Med spa owners and operators should share their concerns because non-compliant facilities can cause real problems for EVERYONE, not the least of which would include unnecessary and expensive regulations. The biggest opportunity to continue the growth trajectory is self-policing and adherence to accepted best practices. Net result, well-run, compliant med spas will lead to increased collaboration and support of surgeons and doctors nationwide.
Two – EVERYBODY is trying to solve the social media puzzle. At the 2019 MSS, there were many sessions and panel discussions speaking to this complicated issue. While there were some obvious well-established best practices shared for popular platforms such as Instagram, Facebook, Snapchat, etc., the big takeaway for me from listening to the experts is there is no one-size-fits-all solution. Every practice is unique with varying degrees of resources and different business goals. This is where YOUR discussion with social media needs to start. What are YOUR business goals related to your social media efforts? In other words, what is the problem you are trying to solve? Is it exposure, education, local fame OR how to create more paying patients for your practice? Once you have established some basic business goals, along with established procedures to track your results, the social media puzzle will begin to take shape for you. One cautionary tale – some of the attendees at the 2019 MSS meeting have tens or even hundreds of thousands of followers. We must resist the temptation of comparative living. Meaning, obsessing over the few practitioners who have solved the puzzle might lead to frustration and disappointment. You have to start somewhere and create realistic expectations along the way. Here’s what I know for sure: Everyone had to start with one follower and grow their universe from there.
Three – and this is the big one – you can drive all the traffic in the world to your practice from Google, social media, email marketing, billboards or wherever, but that alone will not result in sustainable growth. One of the themes that kept emerging was the frustration associated with low conversion rates from these established mediums. The question that needs to be asked is, why do some med spas flourish in the area of conversion while others remain stuck on first base year after year?
The answer lies in leadership, priorities, people, process and tools. Let’s start with leadership, as it sets the tone for everything else that follows. Leaders must be principle-based. In other words, what do you and the practice stand for? What principles set you apart from everyone else? Leaders must have a plan and commitment to specific goals and strategies to hit those goals for 2019. As the old saying goes, you stand for something or you stand for nothing. What do you stand for?
Your conversion rate is always heavily influenced by your people. Typically, the team should mirror the principles and values set by the leader. Are your people committed to providing a consistent, world-class patient experience each and every time someone visits the facility? Are they enthusiastic? Do they take ownership and accountability for their part in the practice? Most importantly, are you listening to phone calls and training and practicing TOGETHER? Could your people sit down right now and write a similar 30-second corporate commercial that clearly defines your unique selling proposition? I hope so. If not, the marketplace and your competition will define you!
In terms of process, have you sat down to create a sales and marketing blueprint that includes: phone scripts, FAQs, most common objections, price responses, staff credentials, consultation best practices, etc.? From my experience, if you don’t develop this process in painstaking detail, your team will be left to make it up for themselves. And when that happens, the result is generally not consistent with the vision of the owners.
Lastly, does your team have the right tools to optimize the conversion funnel? This must include some way to capture, track and automate communication; nurture and convert opportunities into paying patients; and manage loyalty programs, specials promotions, social media, SEO, emails and beyond. Then, does your team have the right tools to continue the patient relationship to increase per patient revenue, and most importantly of all, RETAIN the patients? And if you have these tools, has your team been properly trained on how to use them? Or, as can often be the case, are your team members trying to brush their teeth with a hammer? Ouch! Painful and expensive.
At the end of the day, whether it’s employing best practices, trying to effectively leverage social media or making the most out of your sales and marketing efforts, there has never been a better time to run a successful medical spa. My biggest takeaway was the positive state of the med spa industry and my belief that the biggest threat to sustained growth is an internal one, which is the non-compliance and lack of willingness to adhere to a uniform set of best practices surrounding the treatment, health and safety of the patient. At the end of the day, this is what we all want, and that is why the 2019 MSS attracted the greatest minds in the industry. Until next year, congratulations to AmSpa on the success of the 2019 MSS!
Visit www.crystalcleardm.com to discover why hundreds of medical spa owners just like you have chosen to implement their fully integrated software, marketing and consulting platform.
Posted By Administration,
Wednesday, February 27, 2019
Did you make it to Las Vegas for The Medical Spa Show 2019? We had a great time and whether you made it or not, we hope to see you at MSS 2020!
See some highlights from the show below, and if you have pictures you want to share, post them on social with the hashtag #MedSpaShow2019!
AmSpa’s CEO, Alex Thiersch, presented to over 900 medical spa professionals about the current state and legal landscape of the medical spa industry.
According to AmSpa's 2018 State of the Industry Report, 82% of industry professionals have been in the industry for less than 10 years! The industry is young and people are flooding into the market.
80% of med spa facilities are a single location, and of the remaining 20%, most have no more than 2-3 locations. This is an industry of mom-and-pop stores where you can open up and make a difference, and it's one of few industries that you can succeed and flourish just on your own!
Allergan sponsored the Members-Only reception, where AmSpa members networked and traded notes about their experience in the industry. AmSpa’s membership network has grown to over 2,000 members, and we were very excited to meet new members and our super fans!
AmSpa’s Glam Celeb Duo, Dr. Sheila Nazarian and Glam RN, greeted guests on the red carpet at The Opening Night Party.
AmSpa attendees fiercely competed in the app game for a chance to win luxurious prizes including 2 Gucci Bags, a Luis Vuitton bag, an iWatch, an all expenses paid trip MSS20 and an all expenses paid trip to the Next Level! event – courtesy of AmSpa.
The Social Media Glam Stars met their super fans after the Social Media panel, “How to Gain Thousands of Social Media Followers and Why It’s Important”
What Happens in Vegas, Doesn’t Always Stay in Vegas … and some attendees have the AmSpa tats to prove it!
We loved having you, and we'll see you again next year at #MedSpaShow2020, Jan 31-Feb 2, 2020!
Posted By Administration,
Wednesday, January 30, 2019
By: Alex R. Thiersch, JD, CEO of the American Med Spa Association (AmSpa)
If you’re a reader of this blog, you likely are well aware of the fact that the Medical Spa Show 2019 will be held in Las Vegas on Feb. 8 to 10 at the Aria Resort & Casino. Putting this show together has taken a lot of hard work from everyone here at AmSpa, but it’s worth it to us, and we’d like to take a moment to try to explain why.
More than anything, we view this show as a celebration of the medical aesthetics industry. Medical spas have always been just outside the norm, from both medical and marketing standpoints. With regards to the medical space, there is no board certification for aesthetics, so it has always been a specialty that is somewhat difficult to define. And of course, because the medical aesthetics industry is entirely cash-based, marketing is much more important than in any other sector of the medical space, and maintaining compliance is trickier, as well.
With more than 1,000 medical aesthetics professionals coming together in one place at one time, the Medical Spa Show 2019 is a unique opportunity to not only discuss how to improve the industry in terms of compliance and business-building, but also recognize some of the exceptional people who are out there doing incredible things.
Over the past year, I’ve spoken with countless entrepreneurs who are opening and running medical spas, and I’ve come away impressed by how supportive the industry is, as well as how innovative it has become. Many of the major advancements in the medical field in recent years have grown from work that was done in the medical aesthetics industry, and I think that tends to get overlooked.
We’re also beginning to see specialization enter the industry to an unprecedented degree. These are cool concepts—small injectables-only practices, practices that are designed to cater to specific demographics, and so forth. I also believe that the emergence of subscription-based membership programs is capable of taking the industry to a whole new level of success, and this is the kind of innovation that can only take place in a place where business and medicine intersect. Dermatologists and plastic surgeons aren’t the ones who are cracking this—medical spas are.
We will also celebrate the industry’s success. This year, for example, Crystal Clear Digital Marketing was recognized as one of the fast-growing companies in the country by Inc. magazine, and they primarily operate in the medical aesthetics industry. It is a dynamic company that is growing very quickly and making a national name for itself, and it is not the only one that will be represented at the Medical Spa Show. Practices are growing into chains, the industry is opening up, and we’re going to find out how to make it even bigger.
A lot of the things that were thought by core doctors to be outside the realm of possibility 10 years ago are happening right before our eyes, and it is because of the pioneering mindset that emerges when business and medicine intersect. You can meet all the people driving this innovation at the Medical Spa Show 2019, because they’re all going to be there under one roof, sharing their ideas and the secrets of their success. If you’re coming, we’re looking forward to seeing you there! If not, consider joining us at next year’s show—it’s a great opportunity to learn about the industry and maximize your business.
Posted By Administration,
Tuesday, January 29, 2019
By: Alex R. Thiersch, JD, CEO of the American Med Spa Association (AmSpa)
While medical spa services command higher prices than traditional spa treatments, medical spa owners and operators shouldn’t overlook aesthetician services. These can be lucrative opportunities for added services for your patients, increasing both retention and profitability of your med spa practice.
What Can Aestheticians Do For You?
According to the American Med Spa Association’s 2017 Medical Spa State of the Industry Report, aesthetician services were one of the leading revenue-generators in medical spas. These treatments can include facials, aesthetician-grade chemical peels, and waxing, to name a few. This category also includes Hydrafacials, which is one of the fastest-growing treatments in medical spas regardless of practitioner type.
In many states, treatments such as microneedling and dermaplaning are considered to be the practice of medicine. Because of this, they should only be done by a licensed medical professional. However, there are some situations in which a person holding an aesthetician license may perform these procedures.
Microblading is also a treatment that individuals holding aesthetician licenses perform in many states. State laws can vary regarding this procedure, but it is often categorized as permanent makeup and, with some additional training, these practitioners can often offer this service in medical spas.
Contact an attorney familiar with medical aesthetic laws in your state for more information on microneedling, dermaplaning, or microblading. (AmSpa members can take advantage of their annual complimentary compliance consult with the law firm of ByrdAdatto, or check their medical aesthetic state legal summary.)
To add these aesthetician services to your medical spa, first be sure that the practitioners you hire are properly licensed to perform these treatments. This should be of paramount importance for all of your service providers, whether offering beauty services or medical treatments. In-depth training and proper licensure ensures that your patients are getting the best possible services and results, and also protects your staff and business against fines and other punishments from regulatory agencies. Your business will also need to obtain an establishment license for these procedures, and that license must be displayed in your facility during business hours. Additionally, be sure to double check with your insurance-provider to make sure you are covered to offer these additional treatments. Assuming that your other business housekeeping is in order (LLC, tax ID, etc.), you should now be set to offer another tier of services to your clients.
As you can imagine, we at the American Medical Spa Association are very excited to present the upcoming Medical Spa Show 2019 at the Aria Resort and Casino in Las Vegas from Friday, February 8 to Sunday, February 10, 2019. The show now features three full-day educational tracks including an additional pre-show education on Thursday, February 7, featuring a course sponsored by our Exclusive Black Opal Sponsor, Crystal Clear Digital Marketing.
The course, CEO Training: Growing Your Medical Spa in 2019 and Beyond, will focus on the best practices, processes, and tools successful people utilize to grow their business. Other topics include: developing new strategies for growing your millennial patient base, transforming your social media platforms, and learning the secrets of the fastest growing med spas in the world. President of Crystal Clear Digital Marketing and Two-time Inc. 500 Entrepreneur, Tim Sawyer, closes with leadership strategies to grow your practice in 2019 and beyond.
This class takes place on Thursday, February 7, 2019, from 8am-12pm at the Aria Convention Center, Plaza Level, Orovada Ballroom. The cost is FREE for The Medical Spa Show 2019 attendees. You can get the full agenda here and register today!
Posted By Administration,
Friday, December 14, 2018
The American Med Spa Association (AmSpa) is working hard to put the finishing touches on planning for The Medical Spa Show, the premier trade show for non-invasive medical aesthetics, which will take place February 8 - 10, 2019, at the Aria Resort and Casino in Las Vegas. AmSpa has developed a very strong agenda that offers real insight into cutting-edge treatments, including microblading, new techniques in fillers and Botox, platelet-rich plasma (PRP), stem cells, and more.
It is very important to note that The Medical Spa Show’s room block at the Aria is very close to being full, so if you are planning to attend and wish to take advantage of the special rate we are offering in conjunction with the resort, you need to register for the conference and reserve your room very soon. The room block will sell out, and we want to make sure everybody who wants to stay at the Aria gets the chance. Click here to register for the conference; upon registration, you will receive information about the room block.
Also, the expo hall is completely sold out. It has sold much quicker than we ever could have anticipated. The Medical Spa Show is welcoming an incredible array of exhibitors from all different verticals in the industry, from injectables to lasers to digital marketing, and everything in between. Learn about all the latest trends and opportunities available to the medical aesthetics industry on our show floor. Check out the list of exhibitors here.
Thank you to everybody who already has registered to attend. The entire AmSpa team is very excited to present the best show in the country for medical spas. We can’t wait to see everybody there!
Posted By Administration,
Friday, December 7, 2018
By Alex R. Thiersch, CEO of the American Med Spa Association (AmSpa)
Microblading is here to stay. A semi-permanent beautification technique that is typically used to improve the perceived thickness of patients’ eyebrows, microblading is a treatment in which technicians create superficial cuts near the surface of the skin and fill them with pigment, creating the illusion of fuller hair. It is an exciting treatment that is becoming quite popular—in fact, according to the 2017 State of the Medical Spa Industry Reportconducted by AmSpa, microblading is the fastest-growing new treatment in the industry, with revenue produced by it increasing approximately 40% from year to year.
However, it is also worth noting that AmSpa’s study found that only around 25% of medical spas offer microblading. That number seems to be rising, but the market for this service is also growing, and enterprising practices stand to make a great deal of money with it, since it is absurdly inexpensive to the practice—all it requires is a disposable device that costs around $5. What’s more, in many states a practice typically does not need a doctor or a medically licensed practitioner to perform these treatments, thus keeping their practical costs low. However, medical spas can charge upwards of $500 for microblading services, so practices can reap very high profit margins when it is administered. Patients like it because it is simple and semi-permanent, making it a much more palatable solution than tattooing, which has been used in the past for the same purpose; microblading also tends to look a bit more natural.
I’ve been told by medical aesthetic professionals that eyebrows are the new lips, so microblading is something that medical spa owners who want to advance their practices should definitely consider exploring.
Because microblading is so potentially lucrative, AmSpa is offering a one-day microblading training course at The Medical Spa Show 2019 in Las Vegas, which takes place on February 7, 2019. It is presented by Maegen Kennedy from Fleek Brows Microblading in Orlando, FL, who has been training people to perform this technique for several years. She is a board-certified physician assistant and licensed tattoo artist whose experience in the field can help newcomers understand the ins and outs of the microblading process. Visit medicalspashow.com or americanmedspa.org to learn more about this opportunity.
The micro print
If you are considering joining AmSpa and Maegen for this course, you should probably be aware ahead of time that because the microblading process is so similar to that of tattooing, most states that have issued rulings on the matter of who can legally perform these treatments have declared that a tattooing or body art license is required to perform it.
If your practice is located in one of these states, you and your employees would need to obtain these licenses (if you don’t already have them) in order to perform microblading treatments in a medical spa. This might sound like a bit of a hassle, but earning a tattooing license is often surprisingly simple. Consult a local health care attorney to learn how you and your employees can get tattooing licenses in your state or city. (Author’s note: The American Med Spa Association (AmSpa) works with a national law firm that focuses on medical aesthetic legalities and, as a member, along with a number of other great benefits, you receive a discount off of your initial consultation. To learn more, log on to www.americanmedspa.org.)
Microblading training is highly sought after, and this is a great chance to learn about a type of treatment that could make a big difference for a practice’s bottom line. Join AmSpa and Maegen Kennedy in Las Vegas to learn how your medical spa can hit the jackpot with microblading.