Cheryl Whitman

Cheryl Whitman

Digital Dollars: Getting the Most from Marketing Efforts

In a press release dated January 14, 2022, Heraldkeepers stated, “The global medical spa market was valued at $11,063 million in 2017 and is expected to reach $27,566 million by 2025 at a compound annual growth rate (CAGR) of 12.2% during the forecast period.”

Whether you are a brand-new medical spa or an existing one, in order to cash in on this growing market, you will need to have a carefully designed marketing strategy and budget to support it. Measuring the impact of your marketing dollars is invaluable and getting the most from your marketing dollars is important for your bottom line.

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Cheryl WhitmanInternationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

 

The Brass Tacks: Financial Figures & Metrics

In order to stay healthy, know your numbers; at least that’s what our health providers tell us. The same holds true for running a healthy medical spa. If you don’t know what your numbers are, you won’t know whether your practice is healthy or headed for financial problems. It’s time to pick up your magnifying glass and focus on your bottom line and the numbers that go into determining it. “Businesses that rely on solid numbers and key metrics, rather than subjective measures such as hearsay and intuition, have the edge on financial success.”1

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Cheryl WhitmenInternationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist.  With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

Quality Over Quantity: Determining Demographics & Lead Metrics

New clients are the lifeblood of any medical spa practice. However, not all new clients are created equally in terms of their profit potential for your practice. To improve one’s ability to identify and recruit quality leads which fit the target demographic, a set of metrics designed to measure lead generation needs to be implemented. A process cannot be improved if it is not measured. 

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Cheryl WhitmanInternationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist.  With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

 

Navigating the Numbers: Client & Consultation Metrics

Peter Drucker, known as the man who invented modern business management once said that if something cannot be measured, it cannot be improved. Thinking about this for a moment, it makes sense. As the business metrics section of the book, “Beautifully Profitable, Forever Profitable” reveals, the profitability of a spa depends on satisfied clients; therefore, measuring their satisfaction on a regular basis is vital.

The more your spa’s attention is focused on results that are important to clients, the better your spa will likely perform on outcomes important to the medical spa business, such as profitability. By tracking what’s important to clients, spas have better insight into what steps they can take to positively impact their client outcomes, thereby directly impacting business performance. When staff performance is only measured on and compensated for key business metrics such as sales rather than what clients actually care about, staff will naturally do whatever is necessary to achieve the outcome that influences the key business metric. Staff is focused on achieving the business metric rather than helping clients achieve their desired outcome. By measuring the right elements, staff and client interests are aligned, improving both client outcomes and the bottom line.

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Cheryl WhitmanInternationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist.  With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

Sales Success: Keeping a Steady Flow

Although a skin care professional’s first instinct is to offer solutions to their clients’ specific skin concerns, they must first learn to listen and assess their needs and budget. The art of selling should come with an educational twist.

For spa owners, this begins by educating the staff and clients. Business is all about sales and considering the options to make sure retail sales are consistently successful is essential. Although the ultimate goal is to sell products or a service, selling is also about educating clients. If selling gets reframed as education, clients will interpret the message as valuable information instead of a sales pitch.

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What Men Want: 7 Pearls to Grow Your Spa

This classroom originally appeared in the 2020 Summit of Aethetics.

 

What Men Want: 7 Pearls to Grow Your Spa

Climb aboard a global niche market that is growing at a compounded annual rate of 5.4% and is projected to reach $166 billion in 2022 – the men’s personal care market. For even more profit potential, cater to the LGBTQ market. Do not miss out on these incredible growth opportunities for the spa and its bottom-line.

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

Importance of Client Loyalty

This classroom originally appeared in the 2020 Summit of Aethetics.

 

Importance of Client Loyalty

Recruiting new clients is expensive and requires intense, focused marketing effort. Keeping existing clients is easier, much less expensive, and pays huge dividends. Client loyalty should be a top priority for a spa. This webinar will provide insights into the importance of client loyalty. Treating clients like gold has its rewards. Spas can reap the rewards that only satisfied clients can provide – referrals, a more consistent revenue stream, word of mouth advertising, and more.

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

November Specials: The Possibilities Are Endless

Welcome to this month’s edition of “Spa Seasons.” Autumn is flying by, harvest is winding up, Thanksgiving is almost here, and the holidays are just around the corner. Here are some proven success ideas on how to take advantage of the harvest and turkey day to drive the spa’s bottom line.

 

 

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Cheryl Whitman 2019

 

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3909

Halloween Specials

With carved pumpkins, haunting music, and ghosts in the shadows, Halloween is quickly approaching. October is the perfect time to scare up some extra profits for any spa’s treat bag.

Get creative and put together treatment specials that play off all aspects of Halloween. For example, spiderwebs and spiders are an integral part of this holiday’s decorations, so promote spider vein treatments. Add a special Halloween ghost facial featuring a hydrating, antiaging mask. Put together combination treatments – a treat, not trick acne facial, which combines microdermabrasion, a pumpkin peel, and light treatment to bust acne. Don’t forget homecare kits with seasonally, themed skin care products. Package these in small trick or treat bags and put in a few fun-sized candies to top off the Halloween effect.

THEMES

Have some fun with the Halloween theme. Host a virtual Halloween event through Zoom or Facebook Live. An example of an activity for a virtual Halloween party is awarding gift certificates for best costume. Get staff involved. Take short videos and photographs of your staff inviting clients to come in for specials in costumes.

GET TO WORK

Host a webinar on how to apply Halloween makeup or skin treatments, include tips on antiaging skin care and acne treatments. Promote Halloween themed skin care specials. Engage in community support by hosting a trick or treat food drive in support of a local food pantry. Promote charitable donations of nonperishable food items in exchange for a discount on a treatment package. This is an excellent local PR opportunity, and it supports a good cause. Practitioners can create a press release and post it to their website.

MARKET

Promote the Halloween theme of the month across all marketing platforms. Consistent and strong branding across your website, social media, printed materials, radio and televisions ads, in-house decorations, so forth is great marketing and leads to a better return on investment.

Encourage staff involvement in all marketing efforts. Start a weekly, short video series. An engaged staff excels at customer service and is essential for client retention. Ask for and listen to staff suggestions on how to retain clients and how to reach new ones. Hold virtual events monthly.

Visit Spa Season next month for ideas on harvest and turkey day specials, as well as holiday promos.

 

 

Cheryl Whitman 2019

 

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought-after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3909

 

 

Go Pink

Welcome to October’s Go Pink. Changing weather means autumn is in full swing with warm days, crisp nights, and pink ribbons. This makes for a great marketing opportunity with Breast Cancer Awareness Month. It’s time to Go Pink and raise awareness of one of the leading causes of death in women, breast cancer. According to Cancer.org, about one in eight (12%) women in the United States will develop invasive breast cancer over the course of her lifetime. About one in 38 of these or 2.6%, will die from breast cancer. The chances of survival are higher when the cancer is caught in its early stages — raising awareness can save lives.

GAME PLAN

Promoting breast cancer awareness can provide excellent local PR opportunities. Skin care professionals can write a press release and send it out locally. This can be followed by a post on their website blogs. Don’t be afraid to take advantage of the positive light these events can shine on any practice while helping focus light on a great cause. Here are some ideas to get started:

Celebrate breast cancer survivors by dedicating a day to feel beautiful for a small group of these courageous fighters. Offer a free miniature-treatment session to these brave women (and men who suffer from breast cancer). Provide special pricing on treatment packages especially designed for October.

SEASONS

Changing weather also means that skin textures start to change as the reduced humidity of fall and winter dry out the skin, adding to any summer sun damage. The rigors of cancer treatment can also damage skin. Put together natural skin care product combinations for people undergoing treatment and offer special pricing. Add a note of encouragement and tuck it inside of the package or basket. Presentation is most important for gift giving. Don’t forget to add the pink bow. Thoughtfulness will not only be appreciated; it will build loyalty. Word of mouth marketing will be the biggest reward.

Hold a fundraiser with a percentage of proceeds going to breast cancer research. Consider collaborating with a community charity like the local Susan G. Komen Foundation. Choose a breast cancer charity. Think out of the box. Here are some creative ideas; hold a breast cancer walk and ask participants to get sponsors to donate to the cause. Customize spa T-shirts for all participating. Give away pink ribbons to raise awareness and encourage donations to the cause. Sell commercially bottled, pink lemonade and pink sugar cookies with all proceeds going to fund research. If an in-person event is not possible, host a virtual event.

Virtual events can be highly successful. Engage the community to be a part of the events. Consider hosting a virtual silent auction with proceeds going to the cause. Ask local businesses to donate items. Another idea is to simply ask for breast cancer donations on social media and within the practice. Encourage participation by giving a $50 gift certificate to anyone who donates $25 to breast cancer research within the clientele.

 

 

Cheryl Whitman 2019

 

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought-after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, and Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3

 

 

Foolproof Fall Specials & Enticing Ethnic Skin Treatments

It is the time of year when Mother Nature puts on her fashion show with amazing shades of red, gold, and green leaves against a backdrop of brilliant blue skies.

For owners of medial spa practices and spas, this is the time to focus on all skin types rejuvenation and preventative care. Cooler weather means donning more clothing and showing less skin. The skin that is visible gets more attention so make it look its very best. Consider creating a series of skin rejuvenation packages and offer special discounts all month.

Put your best face forward. Do not forget to offer collections of skin care products to encourage homecare maintenance between visits. It is time to promote gift certificates, spa dollars awarded for purchases above a minimum threshold, and other promos, like friends and family discounts that can increase traffic and augment the bottom line.

 

 

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Cheryl Whitman 2019

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought-after lecturer and the author of multiple books on Medical Spa Practice Management, including Beautifully Profitable, Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medical spa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3909

End of Summer: Skin Rejuvenation and Back to School Specials

Summer is winding down and soon Autumn will be in the air. Let’s explore how you can use the end of summer and back to school themes to drive more profit to your bottom line. Speaking of the bottom line, we’re past the half-way point of the year.

 

It’s been a challenge for all this year. We need to stay positive and look ahead to future business. Expect added value and packages for clients to save money. It’s emotional sales now – helping people feel good will sell. Easy educational sales are most important because of the fragile economy right now.

 

 

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Cheryl Whitman 2019

 

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in advising providers to identify and execute new business strategies aimed at improving their bottom line. A sought after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3909

Making the Most Out of Downtime: Creating Summer Specials

Sexy fun in the sun!

 

Summer is upon us and with it, the need to pamper your skin.  Summer skin needs to look its best. Offer soothing specials that fight the damaging effects of the strong summer sun, the wind, salt, and sand. First responders need special treatments now more than ever consider offering gift certificates for miniature treatments and an additional discounts for a series of treatments. Exfoliate and rejuvenate tired skin with a season-themed facial treatment.  Promote these season-themed facials for all clients - think ice cream, lemonade, watermelon, et cetera. Brainstorm creative names with staff and hold a virtual marketing meeting.

Think about promoting treatments and products around the theme – Sexy Fun in the Sun. Summer heat means more exposed skin. Hold an educational event focusing on summer skin care. Offer specials on skin cleansers and light therapy for acne treatment. Promote light therapy treatments for sun damage. Offer skin care sets for homecare packaged around a summer theme tied into seasonal facials – luscious lemonade, refreshing watermelon, or cool, creamy ice cream. Include exfoliants, moisturizers, antiaging serums, sunscreen, et cetera. Put together combination treatment packages with a light treatment and a seasonal facial. Offer at-home facial programs along with a FaceTime skin care consultation for those at-home continuing to social distance or for those that are still planning their summer traveling. My guess would be more people will be home, so offer more at-home video treatments and consultations with mailing or dropping off gift bags of goodies. Offer surprise with each order. You can ask that they open up the box or the bag and video it. A video testimonial is very valuable.

 

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Cheryl Whitman 2019

 

 

 

Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting medical spas and physicians to identify and execute new business strategies aimed at improving their bottom line. A sought after lecturer and the author of multiple books on Practice Management, including Beautifully Profitable, Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is available for consults. The founder of Beautiful Forever University, which offers educational programs to Practices virtually and staff online training Contact Cheryl Whitman by email at: This email address is being protected from spambots. You need JavaScript enabled to view it. or by telephone at: 561-299-3909

Summer Specials: Bringing in Male Clientele to Your Spa

This month is all about men. Men are an often overlooked and they are an untapped market in the spa industry. Men represent half of the population, yet often make up only a tiny percentage of spa clients. Time to change that.

 

The first step is to get men comfortable with the idea of visiting your spa. Take a look at your spa with fresh eyes. Is the décor decidedly female oriented? To help make men comfortable, consider changing out some of the pinks for more neutral colors. You don’t need to go overboard and make it look like a man-cave but consider offering a waiting area with more openly spaced seating, perhaps a television with a sports channel playing, and male-oriented magazines. Consider having separate spa service menus for men.

 

EVENTS

Massage is the number one male spa treatment. Consider hosting a men-only event or better yet, host one or two men-only events each month. Promote massage therapy specials for those sore muscles to get men through the door. Events can be done on a limited budget. Partner with a local fitness center to host a “Men’s – Show Off Your Beach Body” event at your spa. Feature joint spa and fitness packages with men in mind. Help them look great at the beach this summer with combination body treatment packages to get them ready for swimsuit season. Offer specials on acne treatments for chest and back acne, waxing to remove unwanted body hair, and cellulite and fat reduction. Don’t forget sunscreen samples and discounts on sunscreen products. Your fitness partner could add a fitness class or gym membership to the package.

 

Host a men’s get-together. Book a local celebrity with male-appeal to co-host the event (athletes, coaches, motivational speakers, actors, popular businessmen, and more). Consider hosting a “Smokin’ Hot Men’s Night” featuring cigars and tire-smoking sports cars. Partner with a car dealership that sells sports cars and a cigar shop. Barter with your partners. Maybe hold a raffle for a free sports car rental for a weekend or a box of premium cigars. During the event, educate the men in attendance about spa services, as well as provide information on cigars, hold a cigar rolling demonstration, and let your partners offer hot deals on their products. This is a men’s night, take a cue from the Las Vegas auto shows and use attractive women in sexy attire to educate and sell spa products and services.

 

Hold events in the evening, outside of the normal eight in the morning to five in the evening. workday to make it easier for men to attend. Have food, beer, and wine at your events – think happy hour events. Chair massages are a great way for guys to get quick relief from those work-related, stress-tightened muscles and they provide a gateway through which to interest them in other spa services.

 

Events with male-oriented themes are great marketing tools – think sports, outdoor activities, and cars. Men make very loyal customers once you’ve earned their business. The keys to earning that business is to make them feel welcome and comfortable, educating them, and making it simple and easy for them to buy from you.

 

Men have different buying patterns than women. They may take longer to make a decision, but once made, they act quickly. Educate men on the benefits your products and services provide to them in simple, easy to understand terms (but don’t talk down or demean your male clients). Men don’t have as much exposure to spas treatments as women, so more education is important.

 

Another untapped market is gay men. If your spa is located in an area with a large LGBTQIA+ population, consider holding an event specifically targeting this market.

 

FATHER’S DAY

Father’s Day falls in June. A Father’s Day theme might be something like, “Dads Deserve Pampering Too” and offer a miniature session featuring a massage, a men’s facial, and waxing. Build different packages to appeal to different price ranges. Have gift certificates and product gift packages in masculine packaging available well ahead of Father’s Day, so female clients can do their Father’s Day shopping while visiting the spa.

 

VIP PROGRAMS

Offer a VIP program for male clients that provides rewards. Rewards such as tickets to sporting events or a gift certificate to a hot, new restaurant are always popular.

 

Find other businesses to partner with and barter your products and services, so you can offer exciting packages to clients. Bartering is a great way to keep your promotional costs down while upping the value of your packages.

 

Whatever theme you choose, carry it across your entire advertising mix for the month – from brochures to social media, your website to product displays. Keep your audience in mind. Stay true to the masculine theme for this month with strong colors, sports, outdoors, cars, or other male oriented graphics and offer products with more masculine packaging. Make sure to include images of men across your social media and website. Men are very visual and images help sell your services.

 

Be sure your staff is engaged and having fun with the theme, as this leads to better customer rapport which encourages customer loyalty. Encourage your team to make male clients feel more comfortable by being able to discuss sports, by knowing the latest scores, and so on. If you have sports enthusiasts on your staff, even better. For men’s night, change out the Spa uniforms for sports jerseys. Bring your theme to life.

 

Spa Season would love hearing about your successes, as well as answering any questions you might have. Please feel free to contact us.

 

Next month’s Spa Season will focus on Sizzling Summer Specials and heating up your profitability.

 

 

Cheryl Whitman

 

 

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

May Celebrations: Mother’s Day, National Fitness Day, and More

A successful medical spa is determined by the client experience. Your providers, treatments, education of products, and overall services are expected to be outstanding. What wins over clients is the experience – make yours amazing. The key is to get new potential clients to give your spa a try. Get creative and try different monthly ideas – anything that will entice new clients to experience what your spa has to offer. Who’s your target audience? Millennials, men, an ethnic subgroup? Get them through the door to an educational event and give them educational information and an added value gift card and they will be back to experience a complimentary, miniature treatment. Here are some ideas for getting them through the door.

With the passing of April showers come May flowers and, with them, the promise of warmer weather. Warmer weather means clients begin removing bulky clothing and exposing more skin. For the owner of a medical spa practice, this means more opportunity to promote skin care products and treatments. Help clients look their best as they emerge from the dreary winter months.

Celebrate the month of May with monthly themed events which make for great marketing. Pick a May celebration and use that theme for your event of the month. Carry the theme throughout your social media, blogs, website, displays, and so on. Here are some ideas for May celebrations.

 

MOTHER’S DAY

 

The month of May is synonymous with Mother’s Day. Take advantage of this by promoting Mother’s Day specials. Plan a mom’s pampering event for the Saturday before Mother’s Day. Give added-value services to mothers. Serve complimentary champagne. Make it extra special by wrapping up a few candy kisses in a fancy bag with a pretty ribbon and give one to each mother or give each mother a rose to take home. Make it memorable by making them feel special.

Host a mother and daughter event and offer specials on services for the mother. Treat mothers to a facial, a massage, or any other services you wish to promote. Advertise antiaging treatments with a “Like Mother, Like Daughter” campaign and give a discount on an antiaging treatment for mother when her daughter also books at the same time. Don’t forget to have Mother’s Day themed gift baskets and gift cards ready for last-minute shoppers.

To help get new clients through the door, plan a Mother’s Day tea or wine and cheese event and give a short presentation on one or two key services (think pampering) to those attending. Offer discounts on services booked during the event and give away samples. Hold a drawing for a gift certificate. Collaborate with another local retailer and cross promote products and services. Being part of the local community puts you in the perfect position to network with other business owners. You can exchange promotional materials with hair and nail salons that are looking to cross – market. Just make sure these are establishments your ideal clients would consider a place to visit.

For example, partner with a salon or art gallery. The idea is to create interest to draw in new potential clients by coming up with creative ways to promote your medical spa practice. One way to do so is to plan a promotion around a national holiday such as Mother’s Day, Boss’ Day, National Truffle Day, or some other lesser-known national day. You can find a list of national days online.

 

OTHER MAY HOLIDAYS

 

The first Saturday in May is National Fitness Day. Think of doing a joint promotion with a local fitness center. Promote body sculpting and fat reduction treatments. In celebration of National Nurse’s Day, recognize these hard working professionals with discounted services. Be sure to offer these specials all month long to allow nurses to take advantage of them.

Tell the community what sets your medical spa practice apart from all the others. Do you specialize in offering ethnic skin care treatments? If so, take advantage of Cinco de Mayo. This provides an excellent opportunity to reach out to Latino clients. Hold educational seminars on skin care specific to darker skin tones. For young, Latina, teenage girls, hold a seminar on acne treatments in preparation for their Quinceanera.

 

Make your medical spa stand out by doing something extraordinary. Offer a signature treatment that’s over-the-top, such as a 24-karat gold facial or a day of pampering complete with limo service to and from home with complimentary champagne. Send press releases and grow your media list. Get a local media outlet to feature it and watch the reservations come in.

Offer a line of private label products – they help build your brand and keep clients coming back for more. Each time a client enters your practice it is an opportunity to grow your bottom line. Speaking of the bottom line, private label products also provide a healthy profit margin.

Have fun and be creative. Keep your staff engaged and having fun with these promotional events. Customer service is critical to a successful medical spa practice. If your staff isn’t happy and they aren’t engaged, your clients will know it. Be sure to include staff in event and promotional planning. They have great ideas.

“Spa Season” would love hearing about your successes, as well as answering any questions you might have. Please feel free to contact us. Next month, we’ll bring you some ideas for kicking off summer on a profitable note.

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

Prepare for Spring Showers of Cash

As the poet Thomas Tusser observed in 1557, “Sweet April showers do spring May flowers.” As the owner of a medical spa practice, taking the time now to prepare for spring will help you generate spring showers of cash for your bottom line. Here are some ideas on how you can shower your clients and grow your male clients with enticing added value specials, which in turn will create more loyalty and bring golden flowers to your bottom line. Retention and loyalty are the keys to success.

 

APRIL SHOWERS

 

Consider building on the April showers theme; carry the theme throughout your various promotional venues – Facebook, blogs, your website, your displays, and so on. For example, offer clients the opportunity to “Save for a Rainy Day” by pre-purchasing a set of injectables and fillers now and “banking” them for use over the next 12 months. You could expand this idea for any other treatment options you offer. This helps stimulate cash flow now. It also results in your-clients visiting your practice more often. Each time a client walks through the door, you have an opportunity to grow your bottom line.

Vary the size and cost of the rainy day packages to appeal to a wide range of clients. Mix up the offerings. Bundle complementary services into packages that can be purchased now and used over the course of the next three, six, nine, or 12 months. Put together packages with products that complement specific services and educate clients on how these products help prolong the benefits of the treatment they just received.

 

EVENTS

 

Brainstorm ideas with your staff in a monthly marketing meeting on how to retain current clients and how to increase traffic to your practice. Hold a series of educational “lunch and learn” seminars over the lunch hour that highlight products and services you offer. Make it more appealing by providing a light box lunch to participants with goodie bag gifts. Keep presentations to 15 minutes, then do questions and answers. It’s great if you can show live demonstrations with before and after photos. Make the total event time 50 minutes, so people can attend during their lunch break. Offer “today-only” for attendees call-to-action discounts on featured products and services if they are purchased during the lunch and learn. Consider hosting other events such as “bring a friend” events where attendees receive added value discounts. More proven successful ideas include mother and daughter events, teenage skin care (must bring parent) events, men’s night, and more. Be creative and have fun. This is all about increasing your client base and getting more people through the door. Consider holding a drawing at these events for a free service and creatively packaged gift basket of products that match the event theme. Create high value bundles – for example, a basket and gift card with a $1,000 value.

 

EASTER

 

Take advantage of holidays. Easter falls during the spring. Decorate your spa using an Easter theme. Include Easter baskets filled with plastic Easter eggs containing discount coupons and allow each client making a purchase to select an egg.

 

SPRING FLING

 

Another theme for this time of year is “Spring Fling.” Rekindle the idea of romance by promoting spring as the time to fall in love. Offer couples massage or facial packages, his and her skin care gift baskets, laser hair removal packages, and more. A natural tangent is antiaging. Ideas include promoting neurotoxins and dermal fillers, makeup lessons, and such. Offer the option for clients to purchase a series of treatments now and bank them for use over the course of the coming months with offers they cannot refuse.

 

SUMMER PREP

 

The advent of springtime means that summer isn’t far behind. Run a promotion using the theme “Get a Head Start on Your Beach Body” and feature special discounts on body sculpting and fat reduction services. Partner with a local boutique that sells swim and beachwear and hold a fashion show at your spa. Create invites for local boutiques to e-mail or mail out to help grow your database. Offer tips on preventing sun damage and antiaging remedies. Provide sample bags of sunscreen and other skin care treatments and home maintenance products. Offer discounts on packages of services ranging from sexy bodies to facial procedures. Use your imagination.

 

MEN

 

Don’t leave out the men. The male client is actually much more dedicated and doesn’t switch providers as easily as a woman would for a special deal at another spa. Thinning hair – think healthy scalp and hair restoration options. There have been many advances in permanent hair restoration techniques. While hair restoration procedures are primarily performed on men, more and more women are having follicular unit extraction done to address their hair loss. Follicular unit extraction is a method of hair follicle transplantation with natural looking results. Eyebrow restoration is gaining in popularity as a permanent alternative to microblading and the addition of pigments that can fade over time.

 

Keep your staff engaged and having fun with these promotional events. Customer service is critical to a successful medical spa practice. If your staff isn’t happy and engaged, your clients will know it. Be sure to include staff in event and promotional planning. They have great ideas.

To keep your bottom line growing, try new things, have fun, and be creative. “Spa Season” would love hearing about your successes, as well as answering any questions you might have. Please feel free to contact us.

Next month’s “Spa Season” will talk about marvelous May celebrations and how to turn them into profits.

 

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

 

 

Beauty Gold: St. Patrick’s Day

Spring is in the air and the leprechauns are busy tending their pots of gold in preparation for St. Patrick’s Day. Here are some ideas on how your medical spa practice can use the St. Patrick’s Day theme to add gold to your bottom line without having to depend on the luck of the Irish. Remember to highlight this theme throughout your social media, website, and blogs and to use it as a marketing fun event theme in March.

 

USE GOLD IN TREATMENTS

For St. Patrick’s Day, use gold to make gold by offering your clients a 24-karat gold facial. Since ancient times, gold has been revered as a sign of wealth and beauty, as well as for its medicinal properties. Gold is a soft metal and is easily absorbed into the skin. The small particles of gold that are absorbed impart a rich glow, making the skin healthy and radiant.

 

Gold is both an antibacterial and an antimicrobial agent. It can aid the body by drawing out toxins and impurities in the skin – giving you a more radiant, youthful glow. Gold increases blood flow when applied to the skin, slowing down collagen depletion and increasing skin elasticity, making skin smoother and younger looking. Its antioxidant properties help reduce acne and other skin allergies. It is an anti-inflammatory agent, firming and tightening skin to reduce fine lines and wrinkles, and lightening dark spots and other signs of premature aging. Gold helps reduce skin dryness while increasing the metabolic rate of skin cells for a healthier appearance. Consider making this a signature service for year round profits. Some simple options you can use are a 24-karat gold sheet mask, which is under five dollars, some gold facial serum to create a mask, or a gold mineral serum that is in a mask pre-mixed. There are gold leaf antiaging masks available online. Finish up your facial with a 24-karat gold dust powder for added glow on-the-go with or without makeup. Check with your product vendors to see what gold ingredients they have that you can introduce.

 

INCORPORATE A POT OF GOLD

Carry the leprechaun or pot of gold theme throughout your medical spa practice with prepackaged sets of skin care products. Consider holding a “Luck of the Irish” drawing for gift certificates. Have each client complete an entry ticket during his or her appointment checkout. Add leprechauns and gold tones to your retail displays. Be creative and festive.

 

Another idea is to reward clients with a golden prize from your very own pot of gold. Fill a pot of gold with discount coupons and gift certificates and allow each client making a minimum purchase to pick a prize from the pot of gold. Don’t forget to reward your staff for excellent performance and allow them to draw rewards from an employee appreciation pot of gold. Any small gifts of beauty go a long way.

 

St. Patrick’s Day is about having fun and going after the gold. Bring out your inner leprechaun with a little imagination and creativity to create your very own pot of gold on the bottom line. Think outside the box, stay ahead of the competition, and check back to see what we have in mind as we help you prepare for spring showers of cash. Don’t forget to share your success stories with us.

 

 

 

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

The Season of Love: Getting Your Spa Ready for Valentine’s Day

Welcome to “Spa Season,” a monthly column of actionable tips, information on trends for 2020, and great monthly marketing events, as well as ideas on how to stay ahead of your competition, retain clients, and grow your practice. We look forward to your questions and your feedback and hope you will share your success stories with us. Let’s get started.

 

The holiday season is over and the winter months of early 2020 have set in. This is the perfect time to give your clients a reason to venture out and visit your medical spa practice. The New Year is all about love. It’s also about getting clients through your door and dollars to your bottom line. Here’s how.

 

LOVE-THEMED PACKAGES

 

There’s nothing like a kiss at midnight from that special someone to ring in the New Year. Help keep the romance going all the way through Valentine’s Day by offering your clients a special “kissable lips package.” Winter weather takes a toll on lips, so think exfoliation, hydration, and conditioning. Offer a special on chemical peels and lip plumpers. Put together several lip packages with a range of affordable prices. To compliment the treatment packages, create a variety of beautiful gift packages for lip homecare maintenance. Don’t forget to include a few chocolate kisses in the gift packages to emphasis the theme. Get your staff and clients excited.

 

Plan monthly promotions around a theme and work that into the branding. Hold an exclusive event each month built around the theme of the month. Events are an amazing way to get the word out in the community about your new equipment, products, or promotions. Carry this theme into your website, social media postings, and blogs. Rework your retail displays monthly to incorporate the theme. What better way to begin your all about love and kissable lips theme than focusing on the idea of love and kisses. This will also work nicely with Valentine’s Day. Add a touch of chocolate kisses to your facial bed as a display to set the atmosphere before a treatment.

 

REWARDS

 

Reward clients for purchasing gifts for their friends and family by offering spa beauty dollars with a minimum purchase. Beauty dollars can be redeemed toward future purchases. Reward the staff for upselling, achieving sales quotas, and more with dinner certificates, gift cards, and other methods. An excited, motivated, and friendly staff leads to excited, motivated clients. These in turn lead to profits.

 

CHOCOLATE FACIALS

 

When you think of Valentine’s Day, love and chocolates come to mind. What could be more indulgent and in tune with the season than a chocolate facial? Besides being decadent, chocolate is high in antioxidants. Create a luscious chocolate facial to compliment your kissable lips packages. Here are two simple recipes for chocolate facials:

 

  1. Combine cocoa powder and coconut oil. Heat the mixture in the microwave, mix until well blended. Cool the chocolate mixture until it is just warm to the touch. Apply with an applicator brush.
  2. Break up two dark chocolate bars into small pieces. Add two-thirds of a cup of whole milk, one teaspoon of salt, and three tablespoons of brown sugar. Melt the chocolate mixture in the microwave, stir until well combined; cool it until it’s just warm to the touch. Apply with a brush. The salt and brown sugar are excellent exfoliants.

 

SWEETHEART PACKAGES

 

Another way to take advantage of the season of love is to offer sweetheart packages, which include couples’ treatments or massages, his and her facials, and his and her gift bags with gender appropriate skin care products. Keep love and profits alive.

 

KEEP BRANDING CONSISTENT

 

Don’t forget to carry the theme throughout your retail displays and merchandising. It’s all about love and chocolate. You want to keep your branding consistent across all media, including your website, blogs, FaceBook and Instagram ads, and social media. Create a 30 second monthly video which is guaranteed to increase your visibility and website rankings. Ask your clients to share it to grow your database.

 

The New Year is all about love and all about making this year the most profitable year yet for your medical spa practice. Think outside the box, stay ahead of the competition, and check back to see what we have in mind for Saint Patrick’s Day. Please contact us with your questions, comments, and success stories.

 

 

 

Cheryl Whitman 2019/2020

 

 

Internationally recognized aesthetic business development expert Cheryl Whitman is the founder and CEO of Beautiful Forever Consulting. She is a sought-after speaker and industry marketing specialist. With her seasoned team of professionals at Beautiful Forever, Whitman assists physicians and medical spas in creating new profit centers, developing profitable private label product lines, ghost writing articles and eBooks, and identifying and executing new business strategies aimed at improving their bottom line. A celebrated author, Whitman’s “Aesthetic Medical Success System,” a turnkey educational system, has assisted clients in opening or jumpstarting their current businesses. Her second book, “Beautifully Profitable, Forever Profitable,” provides solid, practical information on how to create, launch, and grow successful aesthetic medical practices and related businesses.

 

May 2022

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