How to Build a Customer Centric Medical Spa

Acara visits medical spas and aesthetic medical practices on a regular basis. We see a wide variety of business practices and,  almost 100% of the time the quality of clinical services is outstanding. The ambiance is beautiful, however a majority of the time the quality of the customer service is mediocre to poor.

I know that sounds shocking, but it is true. (for the purposes of this post I am using the term customer: a person whom exchanges money for goods or services versus patient or client) How can a business be so successful in so many ways, but falter in their customer service?

Typically it is a reflection of deep rooted business customs and  practices that the business executes day to day.  This is not a situation where a set of new customer service protocols will solve the problem.  You need to take a look at a few areas, starting at the top then move through your business with a 360 degree approach.

Here are a few steps to begin the process:

1. Do not even attempt to spend time improving customer service unless you, as the physician or manager, are willing to completely embrace the process and lead by example.  You must become a Customer Centric Leader. Practice makes perfect. 
2. You need to show not just tell your team what excellent customer service looks like.  As an exercise, script each interaction that your team has with your customers (phone and in person). Write these scripts down and  hold a team meeting where everyone is involved in the role playing. As you move through this process you will uncover areas of weakness, and then have the opportunity to improve . Add these scripts to your Operating Procedure Manual. 
3. Make every operating decision based upon the customer: hours of operation, quality of care, accounting practices and principals, phone system, staffing levels, equipment purchases, facility management, etc.
4. Each time you make a business decision ask yourself and your team: “Will customer service improve with this change, will it remain the same or will it be negatively impacted?”  Based upon the answer to the question you should have your decision.

Being customer centric takes practice and then most importantly, execution. If you are thinking about how your business can be improved, a company to look at is Disney. They are at the top of customer centric companies. Your every desire, interest and wish is fulfilled. It has been anticipated before your arrival. You don’t need to be Disney, but you can sure get close.

Maximizing Your Business Touchpoints

Touchpoint: the way in which your customer engages with your brand, including literal interactions and external interactions such as web sites and automated systems. Touchpoints are the building blocks of your brand and your client’s experience.  

Think of all the ways in which your clients engage with your brand.  They may initially see an advertisement, get a recommendation from a friend, find you online, or see a sign and call your business.   Any particular person has an estimated 57 exposures to your brand before he or she becomes a client; truly a plethora of interactions.  Upon conversion to a client, however, he or she is exposed to an entirely new set of touch points.

The second set of touch points present themselves when your client is in your facility, serving to make an impact by physically communicate your brand.  Your goal is to ensure that every interaction with your client is maximized to its full potential.

Here are two touch point areas to examine in your practice: sensory and emotional.  They operate synergistically to create specific feelings and perceptions towards your brand with your client.

Sensory
This constitutes everything that your client touches, hears, sees, smells, and tastes.  Walk the path of your client and try to gather the “senses” all of these areas.  What music is playing?  Is the waiting area comfortable and clean?  Are the beverages tasteful, the decor appealing?  Are your retail areas engaging and treatment rooms inviting?  Is your front desk reception clean and organized?  What do clients see when they are standing there — an organized workspace or a mess of files on the desk?  Thoroughly examine these areas to identify avenues for improvement and correct lackluster presentation.

Emotional
This is how your staff connects and communicates with the clients. Do they engage in a personal and comfortable way? How does your staff get your clients at ease, and handle transitioning them to the treatment rooms? These personal touch points determine how a person feels in your space.

It is critical that the external message you communicate through marketing and social media aligns with the internal experience that the client has at your facility.  Everyone has had the unfortunate experience of going to a restaurant because the images and menu looked good online, only to be disappointed by their experience upon arrival.  The only way  to avoid a harmful disconnect is is to identify all of your touch points — people, process, and tools — that are involved in each area of your business.  When you have identified areas such as: the front desk, waiting areas, treatment rooms, consult room; map out the client’s journey and find ways to optimize their experience.

Small changes in how you engage with your clients, both inside and outside your facility, have greater impact on your brand and consumer perception than many tend to realize.

Solta Acquires Sound Surgical Technologies

In February, Solta Medical acquired privately held Sound Surgical Technologies. The unification of these two companies creates, yet again, another global leader in the market of medical aesthetic devices for physicians and plastic surgeons.

Sound Surgical Techologies has primarily focused on their VASAR body contouring product line, which use low-frequency ultrasound therapy to treat the fatty layer of the skin.  Solta has been the global leader in the fractional laser space,  focusing on skin rejuvenation and body contouring, such as Fraxel, Clear + Brillant body contouring, Lipsonix and Thermage.  The joining of these companies, not only creates a medical aesthetic powerhouse, but also expands the market reach and opportunity for Solta.

“With this acquisition, we have added another strong, complimentary product to our broad portfolio of leading aesthetic brands and we have expanded our market opportunity.”

-Stephen J. Fannins, Chairman, President and CEO of Solta

To read the full press release, click here.

Hiring for Your Medical Spa

The success of any business is based upon its most important resource, it’s employees. You can have the most beautiful facility, best equipment, stellar location, but none of this will determine your success or failure.  What will, the staff you employ. They are responsible for your clients experiences from the beginning to end and ultimately your reputation.  With so much riding on your employees, hiring the “right ones” out of the gate is a sure step to securing your businesses success. Because hiring is a timely process, being efficient and organized will help to maximize the quality of hire.

So how do you hire right and smart?  

Try these following tips for building your companies team:

• Have a detailed and thorough job description for each position in your facility.
• Have a solid employment package.
• Be constantly recruiting and keep a file of “potential employees” that you can tap into when needed. 
• Pre-screen candidates extensively by phone. How they handle themselves over the phone will often determine how they will be in person with your customers.
• Owners need to be involved in the interview process as well as other key employees. Having staff involved, gives more insight about how a person may work with the group and if they are a fit for the company culture.
• Depending on the position, service provider or front desk, be sure to conduct practical evaluations of the candidates abilities.
• Have a standard list of interview questions that you use for all potential employees. Be sure that they are targeted and detailed to reach the information you need. 
• Always check personal and professional references.
• Use your intuition when it comes to hiring. If you are unsure for any reason, go with your instinct, it’s usually right.

Finding the people with the right fit for your business takes time, persistence and energy, but the payoff will be well worth it. The staff you employ helps to shape and mold your company culture and temperament. When everyone is working together with passion & drive plus order & balance the success of your business knows no bounds.

Acara knows how important hiring is to your business and we have all the tools you need to do it successfully. If you would like to speak with us about how to hire right, you can reach us at 1-203-488-0028 ext 305.

Exciting Changes in Laser News

This has been an exciting couple weeks in regards to the world of lasers.  Two of the most newsworthy headlines are Cynosures launch of PicoSure laser for tattoo removal and the other is the acquisition of Palomar by Cynosure. Lets start with the acquisition.

The joining of Palomar and Cynosure creates a undisputed giant in the world of lasers. Jointly the companies now have over 20,000 laser systems and a worldwide market in over 100 countries. They now combine the best of both worlds with IPL systems from Palomar and the range of aesthetic laser systems from Cynosure.

“We believe the acquisition of Palomar creates a substantial opportunity to generate profitable, long-term growth for our Company and drive value for our stockholders,” said Michael Davin, Cynosure’s Chairman and Chief Executive Officer.  “Combining with Palomar complements our product portfolio and customer base, adding new product and service revenues, strengthening our global distribution network, creating new cross-selling opportunities and enhancing our intellectual property position with the addition of more than 40 patents.”

It was a strategic alliance that will yield continued innovation and premium products.

The latest of these new products is the launch of Cynosures PicoSure laser for tattoo removal and benign pigmented lesions. The clear advantage of the PicoSure laser is it creates less tissue heating due to the lasers short pulse duration. In a  recent study , the PicoSure was 50% more effective at clearing the tattoo and the short pulse was able to remove ink particles more effectively.

PicoSure’s ultra-short pulse duration goes beyond photothermal action creating an intense photomechanical impact, patented PressureWave™, resulting in greater disruption of the target for better clearance with fewer treatments, less fluence and without injury to the surrounding skin. Even dark, stubborn blue and green inks, as well as recalcitrant tattoos can be removed.

Cynosure will be at ASLMS in Boston this weekend demonstrating the new PicoSure  laser.

33rd ASLMS  ( american Society for Laser Medicine and Surgery) Annual Conference
April 3-7, 2013                                                                                 

Sheraton Boston Hotel/Hynes Convention Center

This year is sure to bring continued innovations and new insights in the aesthetic world with the new venture between Cynosure and Palomar.  Here at ACARA we will be keeping on the pulse of the latest news at it unfolds.