Building a 5-Star Med Spa: Leadership & Patient Loyalty Tips - Interview with Raquel Merlini

Med Spa Success Strategies Podcast Episode Released on April 18, 2025

Introduction

In this compelling episode of the Med Spa Success Strategies Podcast, host Ricky Shockley sits down with Raquel Merlini, a seasoned registered nurse and certified aesthetic nurse specialist. With 14 years in the plastics industry and the owner of Our Skin Aesthetics, Raquel shares invaluable insights on leadership, patient loyalty, and building a top-tier med spa. This summary encapsulates the key discussions, strategies, and personal anecdotes that Raquel offers to help med spa and aesthetics practice owners thrive.

Raquel’s Journey to Med Spa Ownership

Raquel Merlini’s path to owning a successful med spa is both inspiring and instructive. Beginning her career in cosmetics at 18 with Clinique, Raquel transitioned through various roles, including being a stylist and model, before becoming a stay-at-home mom. The economic downturn of 2008 prompted her to pivot into the aesthetic industry. Moving from Detroit to Charlotte, North Carolina, Raquel enrolled in aesthetic school and later returned to Detroit, where she accepted an offer to transition into a nursing role within a prominent plastic surgery practice.

Raquel Merlini [01:37]: "I was 38 years old, I really want to go to nursing school now. But he said if I did, he would teach me everything he knew."

After 13 years as an RN, Raquel decided to launch her own med spa, driven by a desire to create a healthy and compassionate environment for patients and staff alike. This move marked the beginning of Our Skin Aesthetics, which is on the verge of celebrating its second anniversary and expanding its facilities.

Building Exceptional Patient Experience

Central to Raquel’s success is her unwavering focus on delivering an exceptional patient experience. She emphasizes creating a safe, non-judgmental space where patients feel comfortable and cared for beyond the transactional aspects of treatment.

Raquel Merlini [06:15]: "Creating a safe place for that patient... it's about building that relationship."

Key elements she highlights include:

• Warm Reception: Patients are greeted warmly by a patient coordinator, avoiding long wait times by immediately escorting them to treatment rooms.

• Personal Connection: Medical assistants engage with patients by remembering personal details, fostering a relaxed and trusting atmosphere before Raquel herself interacts with them.

• Timely Service: Respecting patients’ time by minimizing wait times and ensuring treatments are conducted efficiently.

• Follow-Up Care: Raquel ensures that patients receive timely follow-ups within 24-36 hours to check on their well-being post-treatment, demonstrating genuine care and commitment.

Balancing Sales with Patient Care

Raquel advocates for a consultative approach to sales, prioritizing patient needs and long-term relationships over immediate financial gains. She stresses the importance of honesty and integrity, even if it means turning down a sale when it’s not in the patient’s best interest.

Raquel Merlini [11:56]: "If you've got to say no, I think that’s extremely powerful content customer service trying."

Ricky and Raquel discuss the delicate balance between increasing average ticket sales and maintaining patient trust. Raquel’s strategy involves:

• Understanding Patient Goals: Engaging in thorough consultations to align treatments with patients’ personal and aesthetic goals.

• Tailored Treatment Plans: Offering personalized plans that may involve incremental treatments rather than pushing for high-ticket sales upfront.

• Authentic Recommendations: Recommending treatments based on what genuinely benefits the patient, not just what may boost sales.

Strategic Decision-Making: Staying Lean and Believing in Your Tools

Raquel emphasizes the importance of prudent investment in medical devices and technologies. She advises against succumbing to industry trends or purchasing expensive equipment that does not align with the practice’s core values and patient needs.

Raquel Merlini [27:06]: "I am result oriented. So I can't say to my patient, I've never tried to over promise and under deliver."

Key strategies include:

• Provider Endorsement: Ensuring that all team members are enthusiastic and confident about the equipment and treatments offered.

• Avoiding Trends: Steering clear of devices popular only for a short period to prevent financial strain and maintain service quality.

• Lean Operations: Focusing on core, high-ROI services like fillers and toxins rather than diversifying into numerous, less profitable treatments.

Leadership and Team Building

Raquel’s leadership style is built on trust, open communication, and mutual respect. She fosters a supportive and collaborative work environment where team members feel valued and empowered.

Raquel Merlini [35:08]: "I have an open door policy. You're more than welcome to come and speak with me, but take 24 hours, think about it."

Key aspects of her leadership include:

• Hiring for Fit: Selecting team members who demonstrate calmness under pressure, mindfulness, and the ability to work harmoniously with others.

• Continuous Development: Investing in team members’ growth through training, shadowing opportunities, and encouraging participation in educational programs.

• Creating a Positive Culture: Organizing activities like vision board nights to align personal and professional aspirations, fostering a sense of community and shared purpose.

• Empowerment without Micromanagement: Trusting her team to deliver quality service while providing the necessary support and resources to ensure consistency and excellence.

Marketing Strategies: Leveraging Referrals

Raquel credits her spa’s growth largely to a robust referral program that rewards both new and existing patients, thereby encouraging word-of-mouth promotion without relying heavily on traditional marketing channels.

Raquel Merlini [53:09]: "Our referral program will not only reward our new patient, but we also reward the current patient."

Key elements of her marketing approach include:

• Referral Incentives: Offering rewards such as free Botox units or discounts to patients who refer friends and family.

• Flash Sales and Specials: Implementing periodic promotions like Black Friday specials to attract new clients while rewarding loyal ones.

• Quality Over Quantity: Focusing on delivering exceptional service that naturally leads to referrals rather than aggressive advertising campaigns.

Continuous Education and Culture of Excellence

Raquel fosters a culture of continuous improvement and excellence within her team. She ensures that her staff stays updated with the latest industry trends and techniques through ongoing education and collaborative learning.

Raquel Merlini [51:53]: "We're constantly, always talking and speaking and doing think tanks."

Key practices include:

• Regular Training: Encouraging team members to attend workshops, conferences, and training sessions to enhance their skills.

• Collaborative Learning: Facilitating group discussions and think tanks where staff can share new ideas and techniques.

• Adaptability: Staying open to new methods and incorporating valuable insights from team members to continuously refine services.

Final Insights and Takeaways

Raquel’s approach underscores the importance of authenticity, relationship-building, and strategic focus in running a successful med spa. Her commitment to patient care, team development, and prudent business practices serves as a model for other practice owners aiming to achieve excellence.

Raquel Merlini [56:28]: "Be authentic, you know, be exactly who you are and let the patient see you know that you are there for them."

Conclusion

Raquel Merlini’s success with Our Skin Aesthetics is a testament to the power of exceptional patient service, strategic leadership, and authentic business practices. By prioritizing relationships over sales, maintaining a lean and focused operation, and fostering a supportive team culture, Raquel has built a med spa that not only attracts but retains loyal clients. Her insights offer a valuable roadmap for med spa and aesthetics practice owners seeking to elevate their businesses to five-star status.

Learn More About Raquel Merlini and Our Skin Aesthetics:

• Website: ourskin.net
• Instagram: @ourskinesthetics
• Personal Page: @ourskinadmin

Note: This summary excludes advertisements, introductory remarks, and non-content segments to focus solely on the substantive discussions between Ricky Shockley and Raquel Merlini.