Building A Medical Spa Inside Your Existing Medical Practice

The physicians conundrum: Everywhere, physicians are contemplating or engaged in expanding into the "medical spa" market. Seduced by the media buzz around this hot new phenomenon, many doctors see the medical spa as a means boosting their income and eliminating the growing grind and countless headaches of their daily practice. They read about growth statistics, see dazzling new equipment at trade shows, watch competitors popping up, and fear that they may be falling behind the times. With pen in hand they're ready to sign lease agreements, loan documents, and lots of checks in order to catch up with a crowd of savvy entrepreneurs who know where the real action is. And the truth is, they're right. Medical spas are the natural evolution of cosmetic medicine, and those who don't join the revolution will watch from the sidelines as their fate is decided.

Medical spas are the forerunner of a revolution. From Galen until now, the primary method of care has been through the hands and individual knowledge of a physician. But that's changing. The default method of care is becoming technology based. In every market and time, technologies are developed that replace an individuals knowledge and skill.

Lasers, IPLs, radio frequency, infrared, personal DNA testing, Pointe Lift?, Liposolve?, Clear², PDT, telomere clipping, anti-aging drugs and a smorgasbord of other technologies in development promise to change medicine in the same way that computers, jet engines, and GPS have changed aviation. Technology now enables a technician (under medical supervision) to perform effective medical treatments and places the physician in an oversight roll instead of being the primary practitioner. In the near future, physicians will have more in common with an astronauts than the Wright Brothers.

But changing technology poses very deep problems for physicians. Technology allows easy replication and scalability, forces an unimaginably steep new learning curve on overworked doctors, and eliminates many of the barriers and protections that physicians have relied on in the past. And it's only going to get worse.

Consider this. The combination of markets that Surface competes in is huge (40-50 billion per year and growing), highly fragmented (individual practitioner model), completely new (technology based), and free of any meaningful national players (yet). Already there are very deep pockets investigating ways to exploit this emerging marketplace. The Wal-Marts and Home Depots of this new medical marketplace are being built.

But there's opportunity as well. Technology opens new doors for physicians who can manage this new paradigm. That's why a ready supply of smart and motivated physicians tired of the daily grind of insurance patients are moving into the marketplace and successfully competing. For the first time, physicians outside the current specialties of plastic surgery (cutting and stitching) and dermatology (diseases of the skin) have the potential to earn the income of these "big money" specialties. This new market will inevitably give rise to a new specialty whose focus will be "non-surgical cosmetic medical technologies". You can see the fragmentation today. Many dermatologists now label themselves as "cosmetic" to market themselves as a subspecialty.

Hurry up and wait. You can't get enough good information fast enough. But this is a new business and demands a huge investment of time to make the right decisions. Sales reps will stream into your clinic armed with charts and graphs that go up and to the right, advertisers will drop phrases like "top of mind awareness", and you'll have a creeping suspicion that the market is getting away from you. Go slow. There are a host of land mines in the area and there are some that will be advising you to jump directly on them.

So, how do you build a medical spa inside your existing practice? Surface has three locations, four physicians, master aestheticians, technicians, patient coordinators, managers and office staff. Every treatment at Surface is governed by a set of proprietary protocols. As a business, we have advised dozens of individual physicians, managers, and investors about opening and operating medical spas. Be advised this is not easy, but here are a few suggestions.

Physician heal thyself: This is your business. Consultants make their money by telling others how to run businesses that they can't run themselves. Believe me, if a medical spa consultant was worth hiring, they would be running their own medical spa. Consultants will tell you that you have to have massage, retail should be 30% or your gross sales, and "you might want to consider hydrotherapy". Wrong. The day that retail is 30% of our gross sales I'll eat my left foot. Our retail is around 3%. If it ever gets to 5% we'll cut back. If this is going to be your business, make your own decisions.

Find someone smarter than you: The most important step is good management. Without that, people can, and have, lost everything. If you don't have good management skills, hire someone from outside medicine who does.

Franchises: "Turn key solutions". That's how almost everything is marketed to physicians. Buy this technology, hire this personnel, run these ad slicks, and everything will fall into place. Sorry. It doesn't work that way. Most of these franchises are sold as a sort of "we've already worked out the kinks" sort of deal. It's a lie. Franchises focus on the treatments that everybody else will be able to replicate with ease. It's more a case of, " In the kingdom of the blind, the one-eyed man is king". You don't need a franchise.

All technology is not created equal: Despite what company reps will tell you, choosing the right technology will mean big differences at the end of the year. Efficacy, cost per treatment, initial costs, usage, and a long list of other considerations should go into technology decisions. Many physicians jump first and then end up with $80,000 towel dryers that they still have to make payments on every month. Used medical devices are readily available from the constant stream of bankruptcies and failed medical practices. Choose your technology carefully.

Understand the marketplace: Medical spas are a luxury business. And for most physicians it comes as an unwelcome surprise that their new patients are more demanding. Long waits, aloof staff members, poor communication, and ambivalent staff, are all in the past. You're touting yourself as a luxury service, act like one. Hire top-notch people that are service-oriented, friendly and courteous. Protocols can be taught easier than attitude.

Rein in your ego: This is business. It's not personal. If you feel you must charge twice as much as your competitors because you "deserve it" or you're board certified, get used to empty appointment book. One of my personal pet peeves is the condescending attitude of many physicians.

Do not use "advanced" or "laser" in your name: The number of "advanced" laser clinics is staggering. Don't do it. It's inane, overused, and bland. I actually had a physician ask me if changing his name from Advanced Laser Centers to Advanced Laser Group would get him more business.

Network with successful medical spas: Successful business owners are only to happy to help newcomers to the industry. We have constant dialogue with physicians and investors who are investigating the marketplace and have advised clinics on four continents. Successful medical spas will be happy to build bridges with smart businesses.

Don't look to day spas to solve your problems: Physicians hear "spa" and immediately think that day spas have the answers they're looking for. Wrong. The average net margins for day spas are around 8%-10%. The average physicians is 60%. This is a different market.

Don't base your pay on commission: Commissions sound like a great solution. You save overhead and motivate your staff to grow the business. Wrong. Commissions are used in spas to keep overhead low, but guess what. Staff members working for commission aren't working for you. Commissions lead to overly aggressive staff that don't do anything for your reputation.

Don't gild the Lily: You may have heard that you have to "build out" your clinic at the cost of $80-$120 per square foot. Nope. You don't have to start with treatment tables that have your clinics name embossed on them. Spend all your money before you open and you won't be able to spend it where you'll really need it? getting butts in the seats.

Stay lean: Physicians practice medicine based on science. You don't need to offer massage and you don't know anything about it anyway. Stick to the basics.

More information is available online at www.surface-med.com

Jeff Barson
Managing Partner
Surface Medical Spas

Jeff Barson is the Managing Partner of Surface Medical Spas and the Editor of Medical Spas Online Magazine.

---

Google News Updated : Thu, 24 Jul 2008 06:51:44 GMT Dynamo top United at soggy RFK - MLS - Major League Soccer The Money Times Dynamo top United at soggy RFK MLS - Major League Soccer - 1 hour ago By Charles Boehm / MLSnet.com Staff WASHINGTON -- After two aborted tries on previous dates, DCUnited and the Houston Dynamo finally completed the first of their two league meetings on Wednesday night -- and some of Thursday morning, ... Mullan, Ching power Dynamo over DC United 2-0 Houston Chronicle Dynamo outlasts United despite lengthy delay Seattle Post Intelligencer The Canadian Press - FC Dallas - Washington Post - United Press International all 144 news articles Publ.Date : Thu, 24 Jul 2008 05:07:00 GMT Oklahoma determined to have a strong finish - Fort Worth Star Telegram NCAAfootball.net Oklahoma determined to have a strong finish Fort Worth Star Telegram - 1 hour ago By MIKE JONES "Our whole mentality now is WTLG [win the last game]," Harris said Wednesday. "Come out and finish. It’s national championship or bust. Sooner, the better Topeka Capital Journal Players put success on Stoops Daily Camera SportingNews.com - Chicago Tribune - ESPN - Norman Transcript all 38 news articles Publ.Date : Thu, 24 Jul 2008 05:03:29 GMT Powerful quake injures 92 in Japan - CNN Boston Globe Powerful quake injures 92 in Japan CNN - 2 hours ago (CNN) -- A strong earthquake injured 92 people and destroyed 31 buildings in northern Japan on Thursday, authorities said. People at an auto dealership in Karumai, Japan, clean up glass shards after a strong earthquake Thursday. Japan's North Hit by Magnitude-6.8 Quake; 95 Injured (Update3) Bloomberg Powerful earthquake hits Japan, dozens injured The Associated Press Jerusalem Post - Reuters - AFP all 766 news articles Publ.Date : Thu, 24 Jul 2008 04:51:37 GMT Obama lavished with airtime -- and criticism - Los Angeles Times ABC News Obama lavished with airtime -- and criticism Los Angeles Times - 1 hour ago As the media moves to correct itself for glowing coverage of the Democrat, it's entering a period of shallow analysis. By ON THE MEDIA, JAMES RAINEY It seems like just about everybody has spent the last week beating up on the media for showering too ... Veterans group hits McCain on troop pullout The Associated Press 'Generation Gap' Widens in the 2008 Electorate Wall Street Journal Boston Globe - New York Times - CQPolitics.com - Right Pundits all 2,612 news articles Publ.Date : Thu, 24 Jul 2008 05:43:11 GMT Bashir Visits Darfur, Pledges Sudan Will Protect Relief Workers - Bloomberg Voice of America Bashir Visits Darfur, Pledges Sudan Will Protect Relief Workers Bloomberg - 4 hours ago By Paul Tighe July 24 (Bloomberg) -- Sudan's President Umar al-Bashir, indicted by the International Criminal Court for alleged war crimes in the Darfur conflict, visited the region yesterday and pledged to provide security for international relief ... Bashir returns to Darfur New York Times How Sudan Was Brought to Court TIME The Press Association - The Epoch Times - Voice of America - Times Online all 1,663 news articles Publ.Date : Thu, 24 Jul 2008 02:39:29 GMT Pittsburgh Cancer Center Warns of Cell Phone Risks - ABC News China Daily Pittsburgh Cancer Center Warns of Cell Phone Risks ABC News - 6 hours ago By JENNIFER C. YATES and SETH BORENSTEIN AP Writers AP The head of a prominent cancer research institute issued an unprecedented warning to his faculty and staff Wednesday: Limit cell phone use because of the possible risk of cancer. Red alert! The cellphone warning has been issued Los Angeles Times Pittsburgh cancer center warns of cell phone risks The Associated Press DetNews.com - USA Today - Julie's Health Club - Chicago Tribune Blog all 436 news articles Publ.Date : Thu, 24 Jul 2008 00:01:03 GMT "X-Files" movie both satisfies and disappoints - Seattle Times "X-Files" movie both satisfies and disappoints Seattle Times - 50 minutes ago Mulder and Scully are together again in "X-Files: I Want to Believe." The story may be silly, but the agents' romance is compelling as ever. The X-Files: I Want to Believe AU Review IGN Scully have I loved Salon Daytona Beach News-Journal - The State - The Star-Ledger - NJ.com - Youngstown Vindicator all 557 news articles Publ.Date : Thu, 24 Jul 2008 06:01:06 GMT RSS2Blog asdfasfd

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

After Viagra, Its Now a Premature Orgasm Pill for Women

Pfizer's exciting drug history traces back to the most popular... Read More

Electric Wheelchairs

When you search online for Electric Wheelchairs, like any other... Read More

How Is Mold Like AIDS?

Don't laugh. Both get a lot of coverage in the... Read More

Rebound Headache - Stop The Cycle

You've been getting headaches. Finally, you find some medications that... Read More

Does Heel Pain Mean that I Need to Stop Running?

Heel pain, medically termed plantar fasciitis, is a common and... Read More

Every Pharmaceutical Drug LEECHES Nutrients From Your Body

Are you currently on one or more pharmaceutical drugs? Perhaps... Read More

?Get Rid of Tendonitis ? Now!? Advice From An Expert?

Tendons are ropes of fibrous tissue that connect muscles to... Read More

Web Therapy: Enhancing Patient Communication with Web Access

According to Jennifer Lyons' chart, she's just a bad slip... Read More

The Truth about C Reactive Protein and Cholesterol Lowering Drugs

You might disagree, but hear me out on this...The drug... Read More

Benefits of a Virtual Top Doctor Consultant

Looking for the best doctor to suite your medical needs... Read More

The Power of Ice

Using ice to treat injuries is one of the oldest... Read More

The 7 Most Dangerous Mistakes You Can Make When You See a Doctor for Arthritis!

1. Seeing a doctor who's not board-certified or a doctor... Read More

Eliminate Agonizing Hand Pain Quickly and Easily!

According to Dr. Nathan Wei, "The hand and wrist are... Read More

Three Questions People Are Asking About Health Care in America

Q. Why is there so may uninsured people in America?A.... Read More

Finally...Affordable Prescription Medication without Insurance.

If you are like many Americans, you are without health... Read More

Generating Pharmaceutical Sales before Marketing Authorization

When a patient has a serious illness and there is... Read More

Substance Abuse Attitude Testing by a Standardized Survey

This is a short overview of a questionnaire used for... Read More

SUPERLASIK- Enhance Your Vision; Safer Than LASIK

Things are moving forward and new and advanced procedures are... Read More

Christopher Reeve To Have Promoted Basement Lab

Chrisopher Reeve has died. But his vision of a "Cure"... Read More

The Neurological Exam: Evaluating the Master Organ

How does a mind contemplate itself? That's a philosophical question... Read More

The Right Stethoscope For Your Needs!

Just about all health care providers have need of stethoscopes.... Read More

Defective Heart Defibrillators Recalled by Guidant Corporation

On June17, 2005 Guidant Corporation recalled close to 50,000 heart... Read More

Toenail Fungus: Tips For Treatment

The medical term for toenail fungus is "onychomycosis," pronounced on... Read More

Bextra and Vioxx -- Tips for Arthritis Relief Without Them

The recent withdrawal of Vioxx and Bextra from the marketplace,... Read More

Health Needs of Survivors of Domestic Violence

Domestic violence is not over when the victim is safe... Read More