Step Seven: Integrate the Doctor with the Spa services
Pitfall: One-stop Shopping
The backbone to a Medical Spa is the integration between the Doctor’s office and the Spa. This integration comes from programming and communication. There are several approaches you can take to integrate your operation. One style is to create a ‘panel of experts’, to include both doctors and practitioners. The diagnosis of the patient is discussed with the panel to create a comprehensive treatment program for healing the patient with Western, Eastern and/or Alternative philosophies. Another method is to have each patient undergo a thorough consultation prior to making his or her appointments. In this consultation, the patient can describe any problems, needs and goals they wish to achieve. With this information and utilizing the services offered within the Spa, a long-term program can be formed to target the patient’s needs. This one-on-one consultation gives the patient not only time to discuss what they want to achieve, but at the same time learn about the services your Medical Spa offers. A third approach, and one that is more specific to a Spa that is cosmetically driven, is to design your ‘menu of services’ inclusive of all treatments offered, whether by both Doctor or Spa. However, the doctor-spa arrangement needs to be strictly adhered to for who performs which services. For example, if you are offering Glycolic Peels in both the Spa and in the Doctor’s office, then separate the services, allowing the Spa to perform below 30% peels and the Doctor to perform above 30%.
Communication between Doctor and staff is critical. Spa staff needs to have a full understanding of a patient’s health history and current medications patients are using so as to avoid performing contra-indicated services or using contra-indicated products. Your patients are going to assume that everyone in the Office and Spa is aware of his/her health history and therefore may be lax about reminding your Spa staff of current health issues, medications etc. It is necessary to create a system that allows the staff access to understanding specific information about the patient that could negatively affect his/her experience in the Spa.
Step Eight: Medical Insurance
Pitfall: Not protecting yourself from others’ mistakes
In a Medical Spa, all practices and therapies are offered under one roof, whether acting as a separate entity or creating a panel to treat patients - the reality is that everyone needs to protect themselves. There are some Medical Coverage firms that now have policies for Spa services and there are Spa Coverage firms that now have policies for Clinical treatments.
Similar to Medical Coverage, you are still going to need the basics of protection, which are Malpractice, General Liability and Property Coverage. Other ways of protecting yourself are to include a No Holds Harmless Clause in contracts with all Independent Contractors and renters. Make sure all Independent Contractors have their own insurance before allowing them to be a part of your team, and have all patients sign Release Forms prior to technical treatments such as Laser. You need to see a licensed Insurance agent to create a plan specific for your facility. Regulations differ from state to state, and each facility has their own individual needs.
Step Nine: Hiring and Staffing
Pitfall: High Turnover
Staffing is an essential element of a successful operation. The most successful Medi-Spas are staffed with professionals that have prior experience in a medical setting combined with a healing touch. Examples are Aestheticians with continued education certifications, Dermatologist’s Assistants and Registered Nurses.
This is a high-turnover industry. In conjunction with treating your staff fairly, with respect, and creating an environment that is positive and friendly, there are other ways to retain your staff.
Aestheticians are extremely motivated by learning. As a Doctor, you have a pool of knowledge to share with them. On-site education and training is invaluable and lacking in the Spa world, so if you want to hold onto your staff, educate them. This benefits both you and them. Set up monthly lectures with the staff to keep them updated on the latest trends, cosmetic ingredients, products, new lasers, etc. Allow a staff member to spend a morning with you in surgery or assist you on a busy day of patients. They learn and gain respect by watching you diagnose and speak to patients. Also, give staff discounts on your services, so they can see first-hand what is involved in your treatments, how the service feels and in turn promote you; for example Bone Density Test, Eye Exam, discounts on Botox, etc.
Aestheticians are extremely motivated by money. Capitalize on this to get the highest productivity from your staff. Set sliding scale commission structures, weekly product sale targets, incentives for rebooking and up-selling, and promote teamwork by setting monthly overall Spa goals and rewards when they meet your financial goals.
Step Ten: Generating Revenue Through Marketing and Retail Sales
Pitfall: Thinking Your Spa Will Survive Off of Your
Patients Alone
Many Doctors have the mentality like the old Charlie Brown cartoon where Lucy walks over to her booth, flips the sign over that says, “The Doctor is in”, and waits for patients to miraculously arrive. A Medical Spa is not a doctor’s office. This is a business, and in some cases you may have six to ten, to perhaps fifteen staff members’ livelihood relying on you and your ability to book them services. The Spa can either hemorrhage on Payroll or execute a strong Marketing Plan that generates traffic, promotes services and sells products.
A forward thinking marketing plan takes a pro-active approach to creating client traffic. Unlike other small businesses, you own the greatest tool for marketing; a list of Spa clients names, addresses, phone numbers and e-mail. This list must be utilized in order to make clients aware of happenings in the Spa. The three steps to marketing Spa services are communication, follow-up and commitment. Using your mailing list, communicate with your clients by sending out a Postcard or Mailer informing them of upcoming promotions and events. Follow-Up your mailers with a phone call to get a commitment to attend. Keep walk-ins and passer-bys aware of your promotions and events through in-house signage and hand out flyers.
Weekly Events
Weekly/monthly events and lectures on wellness issues act as a vehicle to sell services and products. Hold a lecture on ‘The Pros and Cons of Botox’ and invite guests that you feel would be interested in this service. Discounts should be given for those who book an appointment that night.
Staff Rebooking and Follow-Up
At the end of each treatment, staff must be trained to re-book clients’ next appointment. Thank you cards should be sent to all new clients. Check-up phone calls should be placed three days after client’s service and reminder calls should be placed six weeks after a guests visit if they haven’t already re-booked.
Appointment Taker
The Appointment Taker or Booker is a virtual Tele-marketer. Every phone call is a lead. Ensure that the Booker is taking names and addresses to place on the mailing list. Each person that calls to make an appointment should be recommended ‘add-on’ treatments advised of monthly promotions and upcoming events.
Community Outreach
Join with companies, politicians or artists that do not have their own venue and allow them to use your location on a rental basis for parties/events. An artist who is having his/her first show can hold an art exhibit in your facility after hours, for a fee or percentage. As a result, 50 people walk through the door that you never knew could be clients.
Product Sales
There is no limit to how much money you can generate with product sales. Product sales can be as healthy as 30-50% of your total gross revenue. The Product has to move off the shelf. Prior to being hired, the staff must be informed that they will have a product sales target. Various tools should be in place to motivate and measure those targets, such as Weekly Sales Targets, Team meetings, Individual incentives and Team Incentives. The entire staff and team should be motivated and working towards reaching a weekly or monthly revenue goal. Product knowledge and selling techniques should be taught at weekly team meetings.
Once developed correctly, a medical Spa is an extremely rewarding and lucrative business. The possibilities are endless of adding healing services to Western medicine. By keeping your mind open and your focus on client care, spa services will be an inevitable addition to all medical environments of the future.
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