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Marketing Your Unique Medical Spa
By: Manon Pilon
Posted: February 28, 2011, from the March 2011 issue of Skin Inc. magazine.
Since 1996, there has been an amazing increase in the number of medical spas. Everyone is opening one, from dentists to general physicians and internal physicians to OB/GYNs. And even though you may want to enter this market, how will your medical spa differ from the one next door?
First things first: If you are considering offering more medical spa services, develop a written survey that you provide to your clients when they are filling out their health background forms asking whether they would be interested in receiving medical esthetic services, such as injectables, skin rejuvenation and laser hair removal from your spa. When making this inquiry, be sure to list all the services that you wish to offer, and ask them whether they would like to be invited to the grand opening or be on the list of the first clients to be called with a special promotion if and when you launch these new services.
It is crucial if you are converting your day spa to a medical spa or opening a new medical spa facility, that you work fully in conjunction with your state’s medical and cosmetology boards in order to remain perfectly legal and be prepared for working in an entirely new field. Many details and legalities need to be considered when opening a medical spa, ranging from working with the right physician to determining the scope of practice for nurses and estheticians in the facility. Spend as much time as possible ensuring that you are staying within your state’s legal boundaries to avoid unwanted legal action.
Develop a concept
Once you have researched both the legalities and client interest, create a unique concept … something no one else has. It’s so important to create a facility that will be different from the medical spa down the street; therefore, you must first make the right choices. Start with one or two rooms within your spa, and create a medical spa environment. This means that the color of the walls and your general decor should convey a certain clinical tone. A maximum of two retail lines should be offered to your clients to serve all their needs, which will bring repeat business. Make sure that you choose to offer a retail line that will support its claims.
Any services you offer should remain results-oriented, and not necessarily be purely pampering services unless you have the space and money. Following are must-have medical spa services.
- Skin rejuvenation treatments performed using intense pulsed light (IPL) and infrared or radio frequency, which can also be used for laser hair removal
- Microdermabrasion for gentle exfoliation combined with LED light (red, blue and green) and microcurrent, which stimulates facial muscles
- Injectable fillers
- Injectable sclerotherapy
- If you have room, consider adding body contour devices, using focus ultrasound for body shaping or radio frequency.