Francis X. Acunzo (FXA), Founder & CEO of Acara Partners offering development, management and marketing services to the Medical Spa Industry. 203-488-0028 x303 facunzo@acarapartners.com
Lately, in the news, we’ve been having more gloom and doom concerning our economy. Understandable, especially since unemployment seems to continue to creep upwards. So, I thought it would be worthwhile to post about Acara’s Medical Spa client’s Recession Successes.
New York: Increased monthly sales by over 5 times over the past 24 months, much of the increase occurring during the past 18 months.
California: Increased monthly sales by 3 times over the past 5 months.
Texas: Launched 1 year ago and almost achieving pre-recession pro forma sales forecast.
Virginia: Launched 3 months ago and continues to beat sales forecast by 3 – 5 times.
These are just a few of the many successes that have occurred during this recession in the world of Medical Spas and Aesthetic Medical Practices.
How? Well most of these locations understand how to effectively manage their business and efficiently market to the ever expanding audience for cosmetic medical procedures.
In`de*pend”ence\, n. [Cf. F. ind['e]pendance.] 1. The state or quality of being independent; freedom from dependence; exemption from reliance on, or control by, others; self-subsistence or maintenance; direction of one’s own affairs without interference.
For many small business owners it’s been a trying year, but remember, why you got into this to begin with. Self-reliance, self-rule, self-determination… you’ve got it all! Celebrate your freedom, your liberty as an independent business owner.
The number 1 question I get when it comes to a new procedure or device is whether it is going to be a trend or just a fad. Clearly we would all like to stay away from fads and only implement trends. But no-one has a crystal ball. A few years back, anyone who thought Laser-Assisted Lypolysis was going to be a passing fad missed out on one of the hottest services on the market. Being first to market is an extremely valuable position, and when your not the first or at least one of the first, you end up being in that awful position of playing catch-up and responding to your competitors by adding the service (though oftentimes too late).
Now Zerona is hitting the market. A Body Slimming low level laser device. What’s one to do? Add Zerona or play “wait and see”? Business is about taking risks (though they should be calculated risks) and if you plan on being a strong player in your marketplace you need to be the first mover as many times as possible. Does this mean that once in a while, every few years, you may implement something new that just “doesn’t take off”, sure but if you are on the cutting edge and first to market multiple times, it will pay off in spades.
We are seeing tremendous initial success with Zerona (our first launch is over $75K in their first month sales). We have recommended it to many of our clients throughout the United States. We believe that it can be a very exciting new procedure that complements Laser-assisted Lypolysis and Medically Supervised Weight Loss.
Will it be a new trend or just a passing fad? No-one has a crystal ball but I’d hate to be sitting on the sidelines watching everyone else succeed if it truly the hottest new new trend in medical spa services, as we suspect.
Let Acara show you how we launched our first Zerona with over $75K in sales the very first month. We are now offering a Zerona sales and marketing launch program for Medical Spas and Aesthetic Practices. Give me a call or e-mail me, I’d be happy to tell you more.
Paula Young, B.S., R.N. c0-owner and marketing expert for Young Medical Spa which was recently voted one of the Top 10 Medical Spas in the country by SpaFinder is currently working on a new project. She has identified the fact that our industry lacks a great software for Customer Relationship Management, commonly referred to as CRM, and has put together a team of IT experts to begin the process of developing a CRM system that meets the needs of Medspa owners and operators.
Her first step is to conduct a survey to determine the types of operating systems most Medical Spas have at on their computers. This will help to begin the development of the infrastructure for the system.
Please take a moment to answer 10 brief questions. We will keep everyone updated as to Paula’s progress so once the software is ready to go to market all of you will be the first to know!
The world of non-essential retail healthcare has recently changed dramatically. Consumers are re-evaluating their spending habits and choices. And while some business owners are still holding their breath – anxiously waiting for the recession to end – the smart ones have crafted a new position in the market and in the minds of their customers.
One way to create value and share expertise is through articles and public relations versus advertising or a combination approach, such as the advertorial. Successful medical spas and aesthetic practices are creating an emotional connection and establishing a level of professionalism, including relevant expertise, by sharing knowledge, trends and tips. Smart consumers can see through self-promotion and value information. Marketing experts site statistics promoting dollars off vs. percentages… but fail to mention or possibly understand the female consumers proven appetite for knowledge and value, as well as a good deal – especially when it comes to their face and body. (We’re not selling shoes here!) While price can create immediate attention, it can distract from benefits and value.
The second phase of the medical aesthetics industry shake-out is happening right now – in large part because of the economy. (The first phase was the regulation of the wild west of a new industry) Make sure you understand how to come out on the other side in a positive position both from a profit and reputation standpoint. Put on your consumer hat and look at your marketing from that standpoint. What do you see? Is that the brand image you want to project? The big question is… once the recession is over will your medical spa or cosmetic practice be able to stand on anything other than price?
Zerona Lipo Laser Body Contouring Event at LibertyMD in San Deigo
Last night 30 people attended LibertyMD’s first Zerona Body Contouring Event. “The place was packed wall to wall”, said Sandi Unkrur, Acara’s Director of Sales and Operations. Guests were treated to refreshments and hors d’oeuvres while a custom presentation was given by Dr. Julie Doyle, medical director of LibertyMD. In addition to the 30 guests there have been an additional 30 consultations booked during this week’s event. We are anticipating a 50% + close rate. This excitement was generated with a marketing program including: public relations, print, social networking and other online vehicles created by Acara.
The latest TV interview of Acara client LibertyMD, as we launch Zerona in San Diego. LiberyMD manager Angela Carleo appears on Fox News demonstrating their new Zerona laser.
I was on the phone with a potential vendor the other day who was eagerly demonstrating a new referral marketing tool. While I was impressed with the technology and potential the online program offers – I am generally cautious when it comes to adding new tools to the toolkit. Why? Because everybody s an expert – right?! I’ve been in this business long enough to remember hand drawn storyboards, bluelines, typesetting, courier services and all the other pre-computer day methods. Now I wouldn’t want to go back. I love the instantaneous aspect of email and blogging, twitter, facebook, linked in, online press releases, etc… The key to successfully leveraging these marketing tools and methods is knowing what you’re doing. Sounds obvious, but maybe not. Good is not necessarily good enough. I’m in the aesthetics business, but don’t expect to see me wielding a laser anytime soon.
You know what they say about a person representing themself in a court of law. Food for thought.
Recession Successes.
1. The state or quality of being independent; freedom from dependence; exemption from reliance on, or control by, others; self-subsistence or maintenance; direction of one’s own affairs without interference.
the country by SpaFinder is currently working on a new project. She has identified the fact that our industry lacks a great software for Customer Relationship Management, commonly referred to as CRM, and has put together a team of IT experts to begin the process of developing a CRM system that meets the needs of Medspa owners and operators.
The world of non-essential retail healthcare has recently changed dramatically. Consumers are re-evaluating their spending habits and choices. And while some business owners are still holding their breath – anxiously waiting for the recession to end – the smart ones have crafted a new position in the market and in the minds of their customers.
s an expert – right?! I’ve been in this business long enough to remember hand drawn storyboards, bluelines, typesetting, courier services and all the other pre-computer day methods. Now I wouldn’t want to go back. I love the instantaneous aspect of email and blogging, twitter, facebook, linked in, online press releases, etc… The key to successfully leveraging these marketing tools and methods is knowing what you’re doing. Sounds obvious, but maybe not. Good is not necessarily good enough. I’m in the aesthetics business, but don’t expect to see me wielding a laser anytime soon.