Estheticians are some of the most widely hired professionals in the medical spa industry, and yet many business owners aren’t taking full opportunity of the advantages they can provide. One such opportunity is building client retention for your medical spa.
Keep Clients Coming Back
Client retention is important for several reasons. Not only is it less expensive to retain customers than it is to bring in new ones, but repeat customers tend to spend more money than first-timers.
Terri Wojak’s presentation during the Medical Spa Summit at the Face & Body Midwest Spa Conference & Expo in January outlined ways skin care could boost the profitability of your practice. The director and educator for Tru U Esthetics also highlighted different ways medical spas could use estheticians to increase client retention.
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“Retention rate is a direct reflection on that ["wow"] experience." —Dori Soukup, medical spa industry consultant
Medical spa industry consultant Dori Soukup always encourages business owners to create a “wow” experience for their clients. “Retention rate is a direct reflection on that experience,” she said.
What’s Your “Wow” Experience?
Estheticians can be a medical spa’s first, last and most frequent client touch point to creating that “wow” that will keep people coming back. Wojak suggested putting estheticians in several different roles throughout the client’s journey, including medical treatments, such as handling the initial client intake before the physician examination or prepping the skin with a simple cleansing before treatments.
Frequent contact helps to build a feeling of trust between your clients and your business and allows the esthetician multiple opportunities to offer value-added home skin care products, both of which are keys to higher retention rates.
Additionally, estheticians can help set up treatment rooms, take before/after photos and review follow-up and home-care procedures.
This frequent contact helps to build a feeling of trust between your clients and your business and allows the esthetician multiple opportunities to offer value-added home skin care products, both of which are keys to higher retention rates.
Create a Well-rounded Menu
By integrating esthetician-based skin care services into your treatment plans, you give clients more opportunities to return. The interval between medical spa treatments is often much longer than skin care treatments, so offering these services allows you to continue to create further connections with your clients.
Integrating esthetician services into the full menu of treatments you provide can not only add value for those services but increase value over time as happy clients keep coming back through your doors.