What’s the key to thriving in this competitive field?
By Deborah Jeanne Sergeant
Medical spas typically offer moderately invasive cosmetic procedures like Botox injection along with skin and sometimes hair services, such as facials and electrolysis. Flourishing in the med spa sector relies on a few essential factors.
“The key to success of a med spa is the success of the patient and treating the patient from the inside out,” said physician Norma Cooney at ONE Vida in Syracuse. “We make our patients healthy on the cellular level and everything on the surface from facials to Botox to fillers knocks it out of the park.”
Treating patients “from the inside out” may include lifestyle habits, such as staying adequately hydrated. It can also involve optimizing hormone levels and managing stress. Without taking care of these foundational areas, “we won’t make the most impactful difference,” Cooney said. “I have to take care of the individual on those holistic levels. Then it all comes together and we have success.”
Although standard marketing is important to Cooney, she relies more upon word-of-mouth advertising. True brand disciples sharing their positive results with friends and family helps more than anything else.
“Being true to your mission, true to your patients and providing exceptional results is what really carries the word,” Cooney said. “We’ve had incredible success because of the differences we’ve made in patients’ lives.”
ONE Vida serves numerous male clients, which isn’t the case for some medical spas.
Specializing in only women’s services limits the potential market for a medical spa. For men, Cooney said that looking healthier and more energetic is important.
Since making lifestyle changes challenges many people, it’s essential that clients feel engaged and ready to live differently. Forcing change upon a client “won’t be as successful,” Cooney explained. “They have to be engaged and they are when they come to us. Everyone is trying to live their best life. They’re trying but are still tired and rundown and have low libido. They wonder what they’re doing wrong. But they’re not doing having everything offered to them at a typical primary care provider visit.”
Sometimes, the service a client seeks can provide a steppingstone to medical care, such as a client seeking a facial shares she works the night shift, feels exhausted and cannot lose weight.
“They’ve been struggling for quite some time so we make a referral for a medical exam,” Cooney said.
That may help identify steps to take that can aid with weight loss and improve overall quality of life.
“We have one life,” Cooney said. “That’s what our name means: ONE Vida. We are not your typical med spa. We truly go above and beyond and incorporate the medical aspect. We look at what can make you healthier. It’s a complete, holistic approach to the complaint. That is what makes us impactful.”
Building a reputation over many years has proven the right formula for CNY Healing Arts in Syracuse. Founded and led by physician Rob Kiltz, CNY Healing Arts employs massage therapists, acupuncturists, estheticians and wellness specialists, many of whom have undertaken extensive training in their modalities.
“Most have been part of our wellness team for over 10 years,” said Chelsie Bates, manager at CNY Healing Arts. “To successfully succeed in business operating a wellness center takes many years. I would have to say the key component would be our team members.”
Many people seeking services and care at a medical spa do so because they want a whole-person, client-centered approach rather than a clinical approach. To that end, Bates said that clients like the “family atmosphere and familiar faces when they arrive for their treatments. The warm and inviting atmosphere is very important as well.”
