by Lisa Travis

When visualizing a medical facility, we tend to think of staff in crisp, white coats performing medical procedures in a sterile, clinical atmosphere. On the other hand, the mention of wellness and therapeutic treatments stirs up thoughts of receiving a pampering or even holistic experience while padding about in robes and sandals, breathing in wonderful aromas and sipping teas. Marry the two visions and a hybrid evolves—a medical spa that offers both types of services under one roof.

Although its configuration and atmosphere will continue to change as medicine and beauty come together, the medical spa is here to stay. As medical spas lean toward either cosmetic or wellness services, there will be a continued need to unite additional services for overall beauty and wellness.

With the demand for more services from one-stop medical spas, it can be a daunting task to determine what treatments to keep in the core menu of services and which ones should be added. While the spa wants to fulfill the demand to keep clients looking and feeling their very best, there also is the need to stay profitable. How does one ascertain the feasibility of integrating wellness and cosmetic components into one business?

Sizing Up Services

There may be a sense of urgency to expand the treatment menu to meet the latest trends; however, detailed research and planning are needed to make informed decisions in order to have a positive impact on the bottom line. Lack of consideration for cost, staffing, marketing or how new treatments will complement current offerings can cause confusion and create costly mistakes. Reviewing the latest trends and what is involved to implement them will be the first step in gaining a competitive edge.

Keeping up with a market driven by client demand keeps business owners on their toes. Baby boomers comprise 28 percent of the U.S. population and 50 percent of the U.S. economy. As savvy consumers, they make informed skincare choices and investments in health and beauty. This generation will continue to search for the latest products, services and facilities to meet needs for improved appearance, health and overall wellness.

The following trends illustrate an overview of spa ambiance, retailing, customization of treatment packages, and non-invasive technologies and wellness therapies that are being incorporated into medical spas today.

Creating Ambiance

Exceeding expectations by creating a soothing and relaxing spa experience in a medical facility can increase spa profitability. Updating decor and incorporating personal touches in a medical spa will translate to repeat business. It is easy to add color and textures to existing spaces. Whether it is cool neutrals, natural earthy tones or a bright splash of color, texture and color add instant impact. Even a traditional decor of all white with stainless steel can be softened with embroidered logos on textured table linens. Soft, Egyptian cotton robes for clients and stylish apparel with a Zen design for the staff speaks of understated luxury and ambiance.

Pleasing design continuity throughout the facility is important—it sets the tone for the entire spa experience. Make a beautiful first impression and extend the experience throughout the facility.

To increase retail sales, have several of the items used to create the in-spa ambiance available for clients to purchase. Clients not only expect to look and feel better after a spa visit, they want to carry the pampering experience into their homes. If the spa plays music, have the CD for sale in the retail area. If clients love the aromatherapy, offer the diffuser and a selection of essential oils. Robes and slippers make great retail items for the clients themselves or as gifts. Branding also is an important consideration. Add the spa logo to retail items (or their tags) and onto in-office products and services.

If a medical practice is being transformed into a medical spa, more than an updated decor and improved ambiance is needed. Although it requires proper and continuous staff training, a spa can easily and inexpensively perform personal touches such as follow-up phone calls and letters. Welcoming clients with a smile and calling them by name creates a warm, inviting atmosphere in the medical spa. Rewarding repeat clients with value-added services and products that match their personal preferences will increase loyalty. Giving creative and thoughtful gifts to busy VIP clients will provide them with last-minute gifts ideas—and the best place for them to buy is at the spa.

Treatment Customization

Recommending an IPL treatment series or chemical peel no longer is enough. A spa needs to customize treatment packages for comprehensive skincare. After the initial consultation and treatment, frequent reviews of patient results will allow up-to-the-minute recommendations to remedy conditions caused by stress, changes in diet, medications, sun overexposure and so on. An educated staff needs to asses current needs in order to recommend modalities that will achieve improved results.

It also is important to manage expectations and educate clients on what they need to do to enhance the results of the treatments after they leave. A customized homecare regime guarantees that the client maintains or enhances the benefits of the in-spa treatments. It also ensures that clients use appropriate products for their skin type and condition.

Customized treatment packages achieve optimal results for individual clients by offering effective combinations of active ingredients in topical products with the most-advanced technologies. For example, in less than an hour, clients can experience an ultrasonic cleansing and exfoliation followed by a lactic-acid peel. Add iontophoresis to penetrate active ingredients into the skin—think vitamin C or E, peptides or DNA—and follow up with a lifting treatment.

An IPL or LED treatment also could be scheduled in conjunction with this customized treatment. For a head-to-toe experience, add laser hair removal and body contouring and finish up with a manicure and pedicure. Depending upon desired results, schedule a follow-up appointment for the client in two weeks to review the results and perform any additional indicated procedures.

Non-Invasive Procedures

Non-invasive, technologically-advanced treatments are growing in popularity. Combinations of non-invasive therapies offer results that are more consistent, less expensive and result in less downtime. Although desired results may require repeat visits, clients seem willing to try the least-invasive procedures before moving on to more intensive and invasive procedures.

Botox® injections and an increasing number of fillers remain the most popular treatments and offer immediate results for the facial area. Microdermabrasion and chemical peels in addition to lasers, IPLs, LEDs and radio-frequency-technology procedures also continue to be popular. To enhance results, mechanical lymphatic drainage frequently is incorporated into other procedures.

Non-invasive lymphatic drainage that incorporates laser technology, which reduces time and technician fatigue, can help control cellulite and contour the body. For exciting results, alternate these treatments with needle-less mesotherapy and add homecare products that incorporate DNA. To complete the comprehensive body-care package, pamper the client with a relaxing, healthy-looking spray tan for an instant glow.

Eastern Influence

Wellness therapies from abroad deliver cosmetic benefits as well as healing and preventive health and can be incorporated into a medical setting. Healing therapies that enhance health and beauty from within—Ayurveda, Oriental medicine, acupuncture and hydrotherapy—will continue to grow in popularity as they become more mainstream. More and more hospitals and medical spas are incorporating soothing, healing therapies of Ayurveda and acupuncture to soothe nerves, reduce anxiety and provide alternative anti-aging therapy. When East meets West, it boosts long-term health benefits and makes clients feel as good as they look.

“Patients typically schedule their appointment after speaking with the medical concierge about the range of services offered at TKI,” says Ryan Lombardo, director of cosmetic medicine at Tiffani Kim Institute in Chicago. “After addressing their medical history, lifestyle, and current concerns and symptoms, a treatment plan is created that may include a combination of services from cosmetic dermatology to lifestyle sessions such as nutritional counseling and acupuncture.”

Hydrotherapy also can easily add a wellness and therapeutic quality to an otherwise cosmetic facility. Including a water component may be anything from a simple but elegant countertop water fountain in the reception area to a full hydrotherapy suite that encompasses trained technicians who specialize in operating the latest high-tech hydrotherapy equipment.

Treatment Specifics

When faced with the exciting task of adding new treatments to the spa menu, it is easy to be carried away. It is important to answer the following questions before incorporating new treatments:

1. What treatments/services are clients requesting or asking about? Clients should be surveyed to discover what treatments are important to them and then services should be customized to accommodate their wants/needs.
2. Are the treatments being considered reliable and proven or simply the latest fads in the industry? Clients rely on the spa to separate fact from fiction.
3. Are there any legalities to offering this treatment? Will any current regulations or pending legislation impact treatment offerings?
4. Which new treatments/services have the potential of generating the most revenue? How many existing clients will benefit from the treatment?
5. What is the best equipment to support the new treatment? Will it be so expensive that only one unit can be purchased, or are there less-expensive units that can be used in several treatment rooms?
6. How will staff be trained to operate the new equipment? What level of expertise or maintenance will be needed?
7. How can the spa enhance every professional treatment with a take-home experience? Which homecare treatment products work best to enhance the results of the treatment?

With careful research and planning, a medical practice can be transformed into a full-service medical spa that offers the latest and most-lucrative treatments, keeping clients looking and feeling their very best while maintaining profitability.

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