While retaining existing clients is always a top priority for medical spas, attracting new ones must also be an ongoing goal. With the rapid rise in numbers of medical spa facilities, competition is growing fierce, so a detailed plan on getting new clients is vital.

A clear idea of one’s targeted audience is essential to attracting them to a business. For example, some medical spas focus on younger women, whereas others work to attract men. Some medical spas may consider themselves discount facilities and want to attract bargain-seekers. Having a vision and mission statement for a business defines goals and allows targeted marketing towards a particular clientele. Practitioners should keep in mind that they cannot be everything to everyone, so identifying major client groups allows one to focus most of the marketing budget towards those preferred groups of people. For example, an upscale medical spa would need to plan marketing campaigns that convey the message of who they are and focuses on places that particular population will notice. For example, they may want to provide silent auction items for a black-tie, nonprofit event within the community or advertise in a neighborhood magazine for their city’s affluent area. On the other hand, a discount business may choose to place an ad in an e-commerce marketplace platform.

Lisa Jenks, M.D., began her medical career in emergency medicine. In 2007, she transitioned into aesthetic medicine, opening Genesis MedSpa. Since then, she has grown Genesis into a 10-treatment room facility, with a staff of 22. Under her direction, Genesis has won many “Best Of” awards, as well as the BBB’s Excellence in Customer Service Award four times. Dr. Jenks serves on the advisory board for Skin, Inc. and consults with physicians across the United States who are interested in a career in aesthetic medicine.

Thinking of opening a spa? Owning a spa has the potential to generate profit and grow into a multimillion-dollar franchise. However, it is going to take a lot more than an aesthetician’s skills to reach the finish line. In order to be successful, skin care professionals need to understand the business aspect of a running a spa. The spa industry has been expanding for years, and it can be capitalized on if the spa owner understands their financial blueprint. One cannot maximize their business without a budget. Certain financial strategies are needed to manage a successful operation.

Annette Hanson is the founder of Atelier Esthétique Institute of Esthetics in Manhattan, a New York state licensing, NACCAS-accredited skin care school, post-graduate facility, and the first United States aesthetics college to be recognized by London’s International Therapy Examination Council (ITEC). Her professional experience spans more than 30 years as a Paris-trained aesthetician, waxing specialist, body therapist, salon manager, and spa consultant. She was instrumental in the development of the 600-hour curriculum for the New York state aesthetics license, as well as the written and practical exam. She was inducted into the Aesthetics International Association (A.I.A.) industry legends in August 2009 by DERMASCOPE Magazine.

The world threw the skin care industry a serious curve ball in March of 2020 with extraordinarily little time to devise a business survival game plan. Most were frozen in fear with their heads reeling on what mandated closures would do to the skin care industry as it was deemed nonessential.

The spa owners that shifted their business models to work with the hardships did one or both of the following: doubled down on an established online and social media presence or quickly pivoted their brick-and-mortar community and set up online e-commerce shops to stay connected. For these businesses, it meant the difference between weathering the storm or seeing their doors closed forever.

Presently, most states have allowed skin care professionals to return to work and reopen their spa doors to the public with restrictions on capacity. The business owners that made it to the other side by using either savings or paycheck protection program loans are still carrying the uncomfortable feeling of fatigue hoping they can become profitable with diminished revenue due to capacity restrictions. There is also the lingering thought of if and when this could happen again.

The strategy now requires answering questions regarding clients’ needs in a post-COVID world and growing a digital presence to guarantee a future stream of income exists. There are some simple ways to ensure long-term success by looking into search engines.

Melissa Black is the founder and owner of Bombshell Beauty Lounge Salons and Candy Coat Beauty Wax + Sugar with locations in Richmond, Virginia; downtown Las Vegas, Nevada; and West Hollywood, California. As a master aesthetician and permanent makeup and tattoo artist, she has been in the industry for more than three decades. Black has dedicated her knowledge to building brands and developing techniques with a proven track record of success in the world of aesthetics.