Jon Taffer's Tenets for Med Spa Owners: Translating Bar Lessons to Beauty
John Vakidis - Partnerships and Enterprise Sales in Healthcare
Growing sales through strategic partnerships.
As the son of a bar owner and restauranteur, my father put me to work at the ripe age of 12 years old working in one of his restaurants. While other kids were at summer camps or taking vacations, my brother and I were doing everything from slinging pizzas, bussing tables, washing dishes, and even sweeping the parking lot in the summer heat in Dallas. But, I'm not complaining. That first summer of work taught me alot of things about life, work, and how to run a thriving business.
Years later, I stumbled across a TV show called Bar Rescue, by Jon Taffer, a bar consultant who turned around 800+ struggling bars. Being that I grew up in this business and the fact that I am a process-driven professional, I naturally gravitated to enjoying this show. Every once in a while, I get a chance to watch a little TV, this show is my go to on my DVR when I just want 45 minutes to unwind.
Now, enough of John Vakidis and back to Jon Taffer. When he goes into these establishments, he does everything from working with the owner on their mindset, to training the staff, to giving the venue a makeover and more. Jon uses a principle-based approach, and while some might not like his style of communication (very direct and doesn't mind yelling if that is what it takes), he knows his stuff and is very effective at what he does. There are not too many people in his industry that can match his success!
Below are a few of his lessons I've seen Jon teach over and over again, but these have been translated from the Bar Industry to the Med Spa industry.
Apply these principles and watch your med spa thrive like never before!
Understand the Business: Learn the Financials
When you went to medical school, you probably took very little to no classes on business. Be sure you understand profit margins, EBITDA, MRR, for a medical spa. You need more than just an accountant. You need a financial coach to help you understand the fundamentals in the beginning, but also help you understand how to scale if that is your goal.
Marketing: The Magnet That Draws NEW Patients
Don't overlook the power of a great website as a powerful magnet that draws patrons through your doors. Effective digtial marketing and advertising goes far beyond promotional offers: it requires crafting an authentic narrative about what sets your spa apart to resonate with its target market. Utilize digital channels - from SEO & Content Marketing, Paid Advertising, Customer Reviews and Testimonials, Social Media, Email Marketing and Text Marketing - in order to highlight why customers keep coming back - when done well, a solid marketing program can transform visitors into lifelong patrons and brand advocates!
It all starts with understanding your market. When Jon takes over to help a struggling bar, he starts with a detailed market analysis looking at home values, average income, competition, etc. You should do the same. Understand your market and then build a marketing program tailored to attract your ideal patients.
Create Memorable Experiences
In an environment saturated with med spas, create experiences that stand out. This could involve personalized services, ambient music or offering guests something exclusive like a signature welcome drink. Also, you interior needs to feel special. If you are a family medicine doctor with an interior from 1980 medical building, you might need a makeover. While I can't get Jon Tafer to pick up the tab for you, your exterior and interior will make an impression on your patients. If you are struglling to get patients to return, take an honest look at your interior design. If you need a facelift, do it! Your practice can be remembered as a good experience that people will share with friends and family or poor one, that nobody wants to go back to. Don't be the latter!
Related: Med Spa Interior Design
Offer the Unique and Exceptional
Set yourself apart by offering products and services exclusive to your med spa in your market - such as cutting-edge treatments that make you stand out or combo therapies with lasers and skin care combined. For example, if I buy a skin resurfacing package, bundle it with skin care and even other treatments that complement this service. By putting it altogether, you set yourself apart from the competition and make for a great patient experience!
Screening Potential Employees: The Heartbeat of Your Operations
Any business is only as strong as its weakest link; for this reason, Jon Taffer advises businesses to carefully screen any prospective hires they consider making an offer on. Medical spas need employees that not only possess professional skill sets, but are trustworthy and compassionate as well.
Related: Find your next Hire with Job Snob
Organization Culture: The Pulse Behind Success
A successful med spa thrives when its environment is harmonious; this environment can only be fostered with mutual respect, learning and growth as its focus. Do what's necessary to foster such an atmosphere - your clientele will reward your investment with positive experiences! Consider starting by focusing on a culture of trust. Did you know that a high trust culture out performs a low trust culture 3:1 financially? It's worth investing in your training for your culture!
Training: Crafting Tomorrow's Leaders
From Botox injections, to how to answer the phones, to customer relationship skills development, training is crucial in setting your team up for success. A well-trained employee exudes confidence and expertise directly impacting customer satisfaction. You want to focus on both soft skils and job skills related to their role at the front desk, aesthetitican services, running a laser, etc. Invest in your staff regularly. The best performing med spas do!
Professionalism: Maintain A Professional Atmosphere Always
Unfortunately, tempers often flare during stressful moments; but never argue or fight in front of clients as this not only displeases but shatters the serene ambiance of a medical spa. Be sure to monitor your brand's reputation online, solicit reviews from happy patients and market them on your website. Did you know that marketing reviews from multiple 3rd party review sites can increase your lead volume by as much as 30%?
Be professional, get reviews, showcase them to build trust on your website.
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Clear Expectations: The Roadmap to Efficiency
Every employee should receive a crystal-clear job description so there's no confusion over responsibilities; this ensures a more streamlined operation overall. If you are new to the industry as an owner, I highley recommend that you invest in trainign for yourself, too, not just your staff.
Leadership: The Captain of the Ship
Set high standards and be the leader your team requires. Leadership encompasses guidance, motivation and accountability - ensure your team strives for excellence in every facet of its duties! In addition to focusing on trust, become excellect at execution. 90% of your success will be tied to your ability to execute your strategic goals. This involves Focusing on the Wildly Important, Acting on Lead Mesures vs Lag Measures, Keeping a Compelling Scoreboard to drive employee engagement and Creating a Cadence of Accountability with weekly huddles to see how your activities are helping you achieve your goals.
Customer Service: The Heartbeat of Loyalty
People say first impressions matter most; that sentiment rings especially true in med spa environments where clients seek relaxation and rejuvenation services, where customer service plays an essential role in client retention as they share their positive experience with friends, colleagues, family and coworkers alike. Exemplary customer service ensures clients not only return, but become proud advocates for your brand by telling others all about you! Outstanding service creates long term loyalty among your client base that leads them to become champions who spread positive word of mouth recommendations of sorts about what your med spa brand stands for!
Consistency: The Promise of Reliability
Consistency is at the core of client trust--whether that means offering quality treatments and warm greetings each visit, or promising customers that their experience will match up perfectly to previous ones, making loyal patrons out of them all. Once consistency is part of your daily process, focus on turning loyal patients into champions in the market and have them help you get the word out. Reward them for their loyalty!
Scalable Systems: Blueprint for Growth
Med spas should strive for expansion. A key aspect of growth lies within efficient systems for hiring, training, and scaling; such a structure ensures smooth transitions and adaptability as they expand. Med Spas should be process driven. This helps ensure consistency and a great patient experience. Like the hospitality industry, your patients have options to go somewhere else. Create a a WOW experience for them regulary and you'll never have an empty calendar.
Regular Inventory Checks: A Pillar of Trust
Your inventory checks shouldn't just ensure supplies don't run out - regular audits ensure everything's above board and no illegal acts or theft have taken place. In multiple Bar Rescue episodes, John would expose how poorly the owners were paying attention to the bartenders poors, by showing the data to them. In almost all episodes, all the owners were in insane debt and the main reason why oftentimes was lack of bartender trainging, heavy poors and inventory control. In a med spa, that might look differenly, but if you are running out of supplies often, you might need to invest in training or you could have a theif on staff. Regardless, you need to address it or it will cost you financially.
Related: Take a look at Terso Solutions
Conclusion: Let's Wrap It Up
Simply stated, applying Jon Taffer's teachings from bars and applying them to medical spas requires more than simply surface application - it involves fully immersing yourself in each tenet and adapting them accordingly to address the unique requirements and challenges presented by medical spas. By adapting Jon's advice, med spa owners not only elevate operations while carving a unique niche in this highly-competitive domain.
Wondering how to drive more traffic and convert visitors into qualified leads? Let's meet and I can provide you with proven strategies on how to increase both!
To your success!
John Vakidis
Partner, VP of Business Development
Do you have questions about marketing your practice more effectively online??If so, shoot me an email [email protected]?or call me at?469-458-7126.
Personal Growth Expert | Leadership & Self Mastery Coach | Best Selling Author | Reinvention & Exit Strategist
1 年EXCELLENT read! Thanks for sharing