Medicine + Beauty

Posted Tuesday, September 4, 2007 to PROCEDURES > Anti-Aging

Posted by The Original Anti-Aging & Cosmetic Surgery Magazine

Medical spas are booming as doctors team up with estheticians and entrepreneurs to offer a complete medical, beauty and wellness experience. Sophie Gordon talks to Cheryl Whitman about the growing industry.

What is a Medical Spa?

The main difference between a medical spa and a day spa is the presence of or affiliation with a doctor. Having an accredited physician on site means effective medical and beauty treatments such as laser, IPL, injectables, chemical face peels and medical microdermabrasion can be made available.

"People are still looking to de-stress in a pampering atmosphere, but now many want pampering that's going to make a real difference," says Cheryl Whitman, consultant to medical spas across the country. Cheryl set up one of the first true medical spas in the tri-state area seven years ago. "The classic day spa specializes in stress reduction and beauty treatments that might make your skin look good for a night but probably not more than a week. Most baby boomers want to see immediate and lasting results. They don't mind spending a bit more money to see an experienced physician who can deliver results."

A medical spa can take many different forms. It could be a new, stand-alone business or it could be a physician's office or hospital that has a room devoted to estheticians who offer paramedical and cosmetic services like facials, peels and massages. "Some medical spas have their own procedure and operating rooms," explains Cheryl. "One of the best things about medical spas is the pre- and post-operative care that can be offered to cosmetic surgery patients. They have the staff and resources to make a patient's experience and recovery as comfortable as possible."

Presentation is Key

"Patients expect a different sort of atmosphere when they enter a medical spa," advises Cheryl. "In a day spa they might smell nail polish and chemicals, but in a medical spa they expect a more sterilized, professional and sophisticated treatment."

The medical spa patient is one sophisticated beauty junkie who looks for a complete experience. This means top-notch employees on the phones and at the front desk who will answer key medical and non-medical questions, with a physician available for more serious consultations. "The medical spa patient also wants to purchase skin care products that they cannot get at the drug store or typical cosmetics counter," says Cheryl. "They want products of a higher medical grade.

Medical Spa as a Business

"Many people look at this industry as a glamorous business. It can be; but like any business, medical spas require a lot of effort. There is an upward trend and a huge opportunity, but no one is going to make money overnight. It takes patience, the right advice and a lot of hard work."

Cheryl suggests conducting a demographic study by using focus groups, which can be formed before you invest to see that the area is the one for your target market. "The services you can offer and the prices you can charge depend on the location and clientele. Work with a professional consultant on a business plan and the legal side of the medical spa business," advises Cheryl. "I tell people to surround themselves with a good health care attorney and medical office management team so they will be fully protected."

Since state laws vary, it is important to know your Federal regulations. Each state also has its own regulations about who can do what procedure, who is authorized to operate lasers and who can administer injectables. The legal nuances can be complicated and hiring a consultant who has experience with these issues can help take the pressure off.

Cheryl says the mistakes people make when opening a medical spa are the same made when going into any new business venture: they see an opportunity to make cash and jump right in without knowing the legal ramifications or without having a solid business plan.

Wellness centers and medical spas are here to stay and are not to be considered a trend. It is one of the recommended businesses listed in many business journals. Cheryl, a founding member of the MedicalSpaSociety.org, encourages business owners to get involved in organizations being formed to give support and education in this field.

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