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you that you have to have massage, retail should be 30% or your gross sales, and “you might want to consider hydrotherapy”. Wrong. The day that retail is 30% of our gross sales I’ll eat my left foot. Our retail is around 3%. If it ever gets to 5% we’ll cut back. If this is going to be your business, make your own decisions.
Find someone smarter than you: The most important step is good management. Without that, people can,coach leather handbags, and have, lost everything. If you don't have good management skills, hire someone from outside medicine who does.
Franchises: “Turn key solutions”. That’s how almost everything is marketed to physicians. Buy this technology, hire this personnel, run these ad slicks, and everything will fall into place. Sorry. It doesn’t work that way. Most of these franchises are sold as a sort of “we’ve already worked out the kinks” sort of deal. It’s a lie. Franchises focus on the treatments that everybody else will be able to replicate with ease. It’s more a case of, “ In the kingdom of the blind, the one-eyed man is king”. You don’t need a franchise.
All technology is not created equal: Despite what company reps will tell you,UGG Classic Tall Boots, choosing the right technology will mean big differences at the end of the year. Efficacy, cost per treatment,Buy Belstaff Jackets, initial costs, usage, and a long list of other considerations should go into technology decisions. Many physicians jump first and then end up with $80,000 towel dryers that they still have to make payments on every month. Used medical devices are readily available from the constant stream of bankruptcies and failed medical practices. Choose your technology carefully.
Understand the marketplace: Medical spas are a luxury business. And for most physicians it comes as an unwelcome surprise that their new patients are more demanding. Long waits, aloof staff members, poor communication, and ambivalent staff, are all in the past. You’re touting yourself as a luxury service, act like one. Hire top-notch people that are service-oriented, friendly and courteous. Protocols can be taught easier than attitude.
Rein in your ego: This is business. It’s not personal. If you feel you must charge twice as much as your competitors because you “deserve it” or you’re board certified, get used to empty appointment book. One of my personal pet peeves is the condescending attitude of many physicians.
Do not use “advanced” or “laser” in your name: The number of “advanced” laser clinics is staggering. Don’t do it. It’s inane, overused, and bland. I actually had a physician ask me if changing his name from Advanced Laser Centers to Advanced Laser Group would get him more business.
Network with successful medical spas: Successful business owners are only to happy to help newcomers to the industry. We have constant dialogue with physicians and investors who are investigating the marketplace and have advised clinics on four continents. Successful medical spas will be happy to build bridges with smart businesses.
Don’t look to day spas to solve your problems: Physicians hear “spa” and immediately think that day spas have the answers they’re looking for. Wrong. The average net margins for day spas are around 8%-10%. The average physicians is 60%. This is a different market.
Don’t base your pay on commission: Commissions sound like a great solution. You save overhead and motivate your staff to grow the business. Wrong. Commissions are used in spas to keep overhead low, but guess what. Staff members working for commission aren’t working for you. Commissions lead to overly aggressive staff that don’t do anything for your reputation.
Don’t gild the Lily: You may have heard that you have to “build out” your clinic at the cost of $80-$120 per square foot. Nope. You don’t have to start with treatment tables that have your clinics name embossed on them. Spend all your money before you open and you won’t be able to spend it where you’ll really need it… getting butts in the seats.
Stay lean: Physicians practice medicine based on science. You don’t need to offer massage and you don’t know anything about it anyway. Stick to the basics.
More information is available online at www.surface-med.com
Jeff Barson
Managing Partner
Surface Medical Spas
Jeff Barson is the Managing Partner of Surface Medical Spas and the Editor of Medical Spas Online Magazine.