← Med Spa Success Strategies
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Foreign. I think this is going to be a really important topic for those of you who are looking to really grow and scale your business beyond, you know, one or two providers. If you've got a small, profitable, healthy operation and you're trying to figure out how to get to the next level, or even if you already are at the next level, you're doing seven figures, multiple seven figures in revenue, and you're trying to figure out how to get to eight figures and even beyond and expand to multiple locations. I think the keys to your success in part come by producing and creating loyalty to the practice, not just the provider. And that's what we're going to talk about today, how to build loyalty to the practice, not just the provider. Creating scalable trust and consistency in your med spa. So why does this matter? First of all, because scaling is going to require brand trust. This came up in my conversation with Ben Hernandez on our podcast and he talked about how important this is in private equity and mergers and acquisitions and when people are going to purchase a med spa. If you're going to sell your business at some point, one of the things they look for is can you lose a provider and it not cause a major disruption in the business? You can just plug somebody else into that role. You have a training process to bring someone new in quickly, get them up to speed, and serve the patients and serve them at a high consistent rate. So going to require brand trust to scale, not just provider loyalty. And losing one provider shouldn't cause panic. So consistency is going to create peace of mind for owners and clients alike. If you want, even if you're not going to sell your business, you just want to sleep easier at night. I'm sure, like one of the things that's going to stress you out most as a provider, if you manage, if you're managing other providers, an owner managing other providers, sorry, is the thought of one of them leaving. And how can we create consistency and peace of mind for not only our clients, but ourselves as business owners? Owners. So here's the a couple of the problems with provider centric loyalty. Clients by nature are going to follow. Left to their own devices, people will follow people. Not your practice. I say the shell, that is your practice. Every provider change risks client attrition and without stability, you have no scalability. So what you're really selling is consistency. Not just the product, Botox or facials. You're selling trust. At the end of the day, clients want to feel that they'll get the same result no matter who they see. And that is the challenge we're trying to overcome with some of the tips we're going to go into today's video. How do we give people the same result, the same feelings and the same experience, no matter who they see? Your brand promise needs to deliver that consistency, not just the provider. So let's use the Chick Fil a analogy real quick. I use this one all the time. I can go to a Chick Fil A in West Palm Beach, Florida and in Cleveland, Ohio, and I'm going to have a very consistent experience. Why is that? Down to the terminology people use when they say thank you for visiting our store? That's because they have systems, SOPs and standardized culture and training so that they can launch a new location. I think most places are trying to do this. Chick Fil A just does it exceptionally well. And how good those systems, SOPs, culture and training procedures are is going to determine how scalable your business is. So med spas ideally should operate the same way. So what can we do to create some practice oriented loyalty and not simply rely on provider loyalty? Because we don't want our providers just operating as kind of sole proprietors within our business who have their own systems, their own thought process, their own protocol, their own, their own way of greeting clients. Because that creates inconsistency and that's going to ensure, it's going to pretty much guarantee that people are going to be loyal to the provider and not the practice. So how do we have confidence that if people call in and Amy's. I think Ben, he used this example in our podcast. But if somebody calls in and Amy is who they usually see and Amy's not available, but Rachel is, we want that to not be a problem and someone to easily go, oh, great, sounds good, I will go see Rachel. I don't even know who Rachel is. And I know I want to go see Rachel because I trust this practice to have good SOPs, good protocols, consistent treatment, quality recruitment, training, so that I know I'm going to get a consistent experience every time. So one of the things I credit in my world here, I credit Stephen and Renata Roddy, who are our clients and our friends. They're up in the Boston area. They host Modern beautycon which is a great conference. If you've never been. We've been the last couple years. Awesome to be a part of that conference. But they do a really good job of defining a signature protocol with how they treat and they give this a name. So by having a standard treatment protocol, we can ensure that we're Creating a layer of consistency across all of our providers and not relying on them to all be doing their own thing. So come up with a signature protocol and give it a name that guides the way that you treat all of your clients. That makes your experience feel proprietary and repeatable. Two amazing things. If we can make something feel proprietary it and ensure repeatability, that leads to scalability. Step two is we need to systematize the experience. So we need SOPs, standard operating procedures for how clients are greeted not only by the front desk, but by the provider. What is the handoff? What is the transition and what does that typically look like? What is the flow of the consultation? We should have a very specific flow of the consultation. So if I go to provider A and provider B, this the experience is very, very, very consistent and similar treatment delivery. So what are we actually doing? Do we have a certain protocol that guides how we treat, how many units we use for certain things when we go a certain direction versus another having consistent treatment delivery? SOPs is critical to ensuring consistency and scalability. Aftercare instructions. I don't want all of each of my providers just giving their own, like preferred instructions. We want it together as a team and as an entity. Come up with good aftercare instructions for all of the services that we offer in our med spa. And again, standardization equals consistency equals trust. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a podcast listener, it would mean the world to us if you'd leave a review for the podcast, whether that's on itunes or Spotify. It's something I hadn't really remembered or thought of asking for, but it does help us show up more frequently so that we can reach more people with the information that we're providing. So it mean the world to us if you'd leave a review on itunes or Spotify, if you're listening on audio. If you're watching on YouTube, make sure to hit the subscribe button so you're in the loop for future videos and you don't miss any of the content that we're putting out. This episode is brought to you by MedSpa Magic Marketing, my agency. We help med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? It's a vague claim. So I have an offer for you. I offer this to any new prospects if you're interested in exploring any of them. Another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time. I'd Love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now you can take that, use that on your own, hire someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment moving forward, understanding some of the nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspamagicmarketing.com so step three, hire for alignment. Don't just hire for skills. You also need to make sure the energy is a brand fit. If, if you have somebody who's bubbly and you've got a very bubbly social, social culture in your med spa, where you've got high vibe expressive providers, you probably want to make sure that's a consistent part of your hiring process. If you go into one person and they're just very buttoned up, very professional, not super social, super friendly more to the point and matter of fact, and then the other provider has a very bubbly, high energy personality, I think that's going to create problems in terms of ensuring consistency. Yes, people are buying the product, but they're also buying from people. So you want to create some sort of a consistent culture among your providers. So again, avoid jarring shifts in tone between team members and providers. That can even be true for your front desk to your injectors. Right? You want a consistent brand feel and you want providers and team members that match the energy you're trying to portray in your practice. So the other thing, step four, show off your standards. Publicly communicate your training and vetting process. So if we do go through some sort of a standard protocol for how we find and train our people, let's not make people wonder if that's the case. Let's actually explain that that's what we do to instill that confidence at a deep level. So you can do this on social media, on your website for sure, in your pre appointment instructions, in your aftercare instructions, you could be priming that person to be comfortable switching providers at any point in every element of your communication touch points. So again, every provider certified in our five step protocol, like whatever those things are that are part of your training and vetting Process, communicate them. That's going to build trust before the appointment, after the appointment and throughout your organization. Step 5. Create internal brand alignment. Use onboarding systems, scripts, roleplay and shadowing to ensure that you have brand alignment among providers so that again, the experience in terms of the treatment and the communication tone and cadence is consistent from provider to provider. Everyone should deliver on the brand, not just the service. And build in soft skill training alongside technical training in terms of how to get your people up to speed with treating your clients the way that you want them to be treated. Step 6. Market the practice, not just the provider. So again, we need to communicate this. Let's market this specifically. So what might that mean? Spotlight the protocol that you've developed and the results, not just the personalities in your marketing communications. Clients hopefully are saying things like I love this place, not I love Rachel in reviews. You want to see people actually showing some affection and affinity for the actual business and brand, not just the provider. That's not fully, that's not, you know, you're not going to fully escape that. We're just trying to shift more of the brand building burden on the practice to create some additional scalability opportunities. Again, make the brand the hero at all possible points in your marketing communication. Step seven. This is our final step. Train for consistent client feeling, tone, language and emotional iq. As we talked about, clients should feel just as seen, heard and cared for every time by every provider. So if you've got a rockstar provider who develops deep relationships with their patients because they're really good at asking certain questions, they have certain appointment times, whatever that is, whatever that blueprint is, you want to figure out how to replicate that among all of the other providers. So clients should feel seen, heard and cared for by every provider every time. So again, it's not just the clinical results. Emotional consistency matters too. One final bonus, you can leverage technology for consistency. So make sure you're using your EMR and any additional CRMs like high level or whatever you might be using on the marketing side to ensure you have smooth handoffs between between providers and different parts of your business communication. Include notes, preferences and goals of each person, tracked and shared. So how nice is that? If somebody comes in and they've got a specific treatment plan under your protocol that they're aligned with in terms of treatment, then a new provider comes in and they're able to take that plan and execute on the game plan without having to rewrite the playbook. Playbook every single time. Absolutely critical. Make sure the clients feel remembered across providers so hopefully that was helpful in terms of some specific tips and pointers on how you can produce loyalty for your practice, not just for your providers. If you want help implementing some of these things or help with digital marketing for your practice, you can Visit our website, Medspamagicmarketing.com and Schedule A free strategy session with me. We have so many free resources, as you've seen. If you paid attention to our YouTube channel, channel and podcast already available. But if you're interested in having somebody handle this for you, you're already working with a marketing provider and you want to level up your results, you can schedule that call with me@medspamagicmarketing.com thank you and we'll see you on the next one.