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Medical Spa Management
By: Joy Thompson
Posted: June 25, 2008, from the January 2006 issue of Skin Inc. magazine.
page 4 of 4
Meeting the needs of the spa’s core clientele is essential. Always take note of the types of people receiving treatments. Did the core clients change from your initial target segment? Loyalty programs, including referral discounts, frequent customer rewards and rebates, also should be tested and evaluated. Identifying effective programs of this type is invaluable for maintaining clients. Similar to other retail businesses, attracting new customers is also a continuing challenge for spas, so spa owners must invest plenty of time in marketing, promotions and general relationship-building. Are there any local events at which the spa can demonstrate its services? Can the facility stage its own event to draw clients? Are there other partnerships that could be explored via the local chamber of commerce or with related services, such as cosmetic dentistry and laser eye surgery?
A wellness experience
Creating a relaxing environment in which clients receive more than just a treatment for blemishes fulfills the new expectation among consumers that health and beauty are part of a larger sense of wellness. Because of this, spa management must take the necessary steps to ensure that the facility provides the amenities, financing, staffing and marketing of any other retail establishment. When that happens, going to the doctor will be an experience—not just a necessity—for the consumer.
1 Botox is a registered trade name of Allergan, Inc., Irvine, CA.
2 Restylane is a registered trade name of Medicis Aesthetics Holdings Inc., Scottsdale, AZ.