Med Spa CEO Podcast Summary
Episode: Why Customization is Hurting Your Sales and Client Outcomes (and How to Fix It)
Release Date: January 15, 2025
Host: Heather Terveen
Introduction: The Pitfall of Customization in Med Spas
In this insightful episode of the Med Spa CEO Podcast, host Heather Terveen delves into a controversial yet vital topic: why customized treatment plans may be undermining your sales and client outcomes. Heather challenges the prevailing industry norm of bespoke services, advocating instead for standardized, signature packages to enhance business scalability, consistency, and client loyalty.
The Franchise vs. Independent Business Survival Rates
Heather begins by comparing the survivability rates of franchise businesses to independent small businesses, highlighting a significant disparity:
"The survivability of a franchise business is close to 70%. Independent small businesses, it's about 35 to 38% depending on what stat you look at."
[00:00]
She underscores that many successful independent businesses adopt elements characteristic of franchise models, such as standardized operating procedures and clear positioning, which contribute to their longevity and success.
The Drawbacks of Customized Treatment Plans
Heather argues that while the idea of tailored treatment plans appears client-centric and appealing, it may actually hinder business growth and consistency:
"Customized treatment plans can be hurting your business. What I actually mean... is that customized treatment plans are likely preventing you from really scaling your business."
[00:10]
She explains that customization introduces variability, making it challenging to maintain consistent quality and predictable outcomes across different providers within a practice.
The Importance of Consistency and Reliability
Drawing parallels with successful franchises like Starbucks, Heather emphasizes the consumer desire for consistent and reliable experiences:
"We as human beings actually want consistency and predictability and reliability."
[15:30]
Using Starbucks as an example, she illustrates how standardized protocols ensure that customers receive the same quality and taste regardless of location, fostering trust and loyalty.
Insights from "The E Myth Revisited"
Heather references Michael Gerber's seminal work, "The E Myth Revisited," to reinforce her point on the necessity of standardized procedures:
"He gives an example of when he was going to his barber for the first time... It would be better to not have offered the coffee or water to begin with than to offer it and then not offer it the next time."
[20:45]
This anecdote highlights how inconsistencies can negatively impact the client experience, suggesting that uniformity is preferable to erratic customization.
Real-World Application: From Clinical Protocols to Signature Packages
Heather shares a personal example to illustrate how standardized protocols can lead to reliable outcomes:
"My husband had a basal cell carcinoma removed with Mohs surgery... he did not tell my husband he's going to give him a customized surgery."
[30:15]
By adhering to established clinical protocols, the surgeon ensured consistent and effective results, contrasting with the unpredictable nature of fully customized plans.
Addressing Common Concerns and Misconceptions
Heather acknowledges the allure of customization, especially for new practitioners:
"If you just got licensed yesterday... you're going to be doing customized treatment plans because you don't have the expertise and authority to say like these clinical protocols actually deliver these results yet."
[40:00]
However, she counters by advocating for the development of signature menus—branded packages that encapsulate proven protocols—thereby balancing personalization within a standardized framework.
Benefits of Standardized Signature Packages
Implementing signature packages offers multiple advantages:
- Scalability: Facilitates business growth without sacrificing quality.
- Consistency: Ensures uniform client experiences across all providers.
- Predictable Outcomes: Builds client trust through reliable results.
- Increased Revenue: Simplifies the decision-making process for clients, leading to higher sales.
- Enhanced Loyalty: Strengthens brand loyalty as clients associate consistent quality with the practice, not just individual providers.
Client Success Story
Heather recounts a conversation with a long-standing client facing challenges with inconsistent team performance:
"She feels like the experience is really provider dependent and that she doesn't have consistency across providers."
[50:20]
By transitioning to a standardized menu of signature offers, the client could align her team’s efforts, ensuring that every client received the same high-quality experience regardless of the provider.
Conclusion: Embracing Standardization for Growth and Profitability
Heather concludes by urging med spa owners to move away from overly customized treatment plans in favor of unique, branded signature packages. This strategic shift not only streamlines operations but also fosters a loyal client base and enhances profitability.
"Let’s make 2025 the year where we move away from customized treatment plans and we help you put together an incredibly unique to you signature menu of programs, packages and a membership potentially as well."
[55:00]
Call to Action
For med spa owners seeking to implement these strategies, Heather invites listeners to join the MedSpa Advantage program, designed to help practices grow revenue while reclaiming personal time:
"If you're enjoying this podcast... apply to join us inside of the MedSpa Advantage... heatherturveen.com/apply to learn more."
[58:30]
This episode offers a compelling argument for shifting from customization to standardization in med spa practices, supported by data, expert insights, and practical examples. Heather Terveen provides actionable strategies for owners looking to enhance their business's scalability, consistency, and client satisfaction.