2012 Top Aesthetic Medical Trends Webinar

Posted on January 13, 2012 by Francis X Acunzo

Each year I publish my top aesthetic medical trends.  These are the procedures and treatments that Acara believes will meet the following criteria in the upcoming year:

  • Have high consumer demand
  • Minimal patient downtime
  • Offer visible results
  • Profitable

This year 9 aesthetic procedures/treatments met our criteria:

1. Fat Elimination
2. Fat Reduction
3. Fat Transfer
4. Injectables 2.0
5.Tattoo Removal
6. Laser Treatment Combo
7. Skin Tightening
8. Toenail Fungus
9. Hair Transplant: FUE

To hear my thoughts on these trends, please take 30 minutes and listen to the webinar I presented on Tuesday, January 10, 2012.

2012 Top Aesthetic Medical Trends

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Don’t Fear a Double Dip

Posted on August 12, 2010 by Francis X Acunzo

The Dow Jones Industrial Average is down, the unemployment reports are bleak and economists are discussing a Double Dip recession.  What does this mean for medical spas and cosmetic practices?

Not too much as far as Acara is concerned.  Over the past few years my team has seen many medical spas and cosmetic practices falter and fail but we have also seen many that have had double digit increases in their sales.  It’s easy to point to the economy when your business is not succeeding, it’s a lot harder to point to yourself.

Acara speaks with and/or visits over 100 medical spas or cosmetic practices every year.  The ones that are succeeding have ownership that is investing in their business with new technology, sales systems, marketing programs and management expertise.

If your business is not succeeding analyze how you are conducting business and if you don’t have the capability to do the analysis yourself then hire professionals who have a track record in growing successful medical spas and cosmetic practices.

Acara’s clients are proof that you can succeed during a recession and they don’t fear a “Double Dip”.

FXA

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Track & Train

Posted on August 6, 2010 by Francis X Acunzo

It’s not that often that you are able to get 2 services for the price of 1 in the world of business.  But when you use CallSource which tracks your advertising utilizing unique telephone numbers assigned to each advertisement you not only get statistics on each ad (or website, e-mail broadcast, pay-per-click campaign) but it also records the calls.  Thus it is this incredible training tool for your front reception and sales team.

Talk about 2 ways to really have impact on your business.  The better your ad source tracking the more efficient and effective you can make your marketing program and the better your team is with customer service, lead capture and appointment taking the more effective they are at lead to consult conversion.  This is low hanging fruit when it comes to increasing sales.

Acara continues to provide our clients these types of services and program at national level discounts.  Callsource is an Acara preferred vendor thus all Acara clients receive special pricing from CallSource.

FXA

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Pricing: To Change or Not To Change

Posted on July 30, 2010 by Francis X Acunzo

Pricing your services/procedures is one of the most important decision you make as a business owner.  Changing your prices is not something you do because you “think” you can get more money for a service/procedure. 

If you believe that you need to increase your prices then you need to take the time and do your homework.  This starts with competitive analysis.  Create a matrix of as many competitor’s prices as you can gather for the same services/procedures that you offer.  Then look at the high, low and mean prices within your market.

In addition, if you don’t already have a pricing philosophy you need to identify one.  Such as: “We will be the price leader in the market”, “We will be the low cost leader in the market” or “We want to be in the upper tier of pricing in the market”.  These are just three examples of a pricing philosophy.

Analyze your pricing once per year and always do it the same time of year.  It is much better to implement small price increases annually than to be reactive with a large price increase after not increasing your prices for 5 years.  Prices don’t have to go up every year.  In recent years, with the recession, there is a good chance that the best decision has been to hold prices.

If you want to discuss this topic further, feel free to give me a call: 203-488-0028 x303.

FXA

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Top 10 Questions to Ask When Buying a Cosmetic Laser

Posted on July 30, 2010 by Francis X Acunzo

It has been 20 years that I have been in involved in identifying and purchasing cosmetic lasers for spas, medical spas and cosmetic medical practices.  Through the years I have either purchased for my companies or for Acara clients over 50 cosmetic laser devices.  There is nothing like practice to become good at something.  Earlier this week I held a Webinar to share my knowledge and expertise in the buying of cosmetic lasers.  The Webinar, “Top 10 Questions to Ask When Buying a Cosmetic Laser was so well received that I thought I would post the content here on our blog.

To help simplify the process, I focused on the 10 questions you should ask yourself and your vendors.  But before you even get that far your first step is to determine what services you want to offer or should offer based upon your market, competition and positioning.  Once you have that identified you can begin to ask these 10 questions.

1. What Laser companies do I want to receive quotes from?

  • Do they offer a device that meets my needs?
  • Manufacturer or Distributor?
  • How long in business?
  • Country of Origin?
  • Do they have their own service team?
  • Who are thier luminaries?

2. Who can I speak to that has used the same laser for at least 3 years?

  • Receive a long list of references
  • Check their website for additional references
  • Ask the references:

- Service issues?

- Results?

- Ease of use?

- Responsiveness of Service Team?

- Responsiveness of Sales Team?

- Quality of Training?

3. Can I have a demonstration and test drive the laser prior to purchasing?

  • Receive a demonstration
  • Ask to test drive the laser (not always available or advisable)

4. How adaptable is the system for future upgrades?

  • Can additional lasers be placed into the system?
  • If you come out with a newer version how do I upgrade?

5. What marketing support do I receive from your company?

  • What consumer advertising has been done?
  • What marketing support materials are available?
  • Is there an online portal to access this information?
  • Will you support an event to launch the laser services?

6. Are there any consumables?

  • List all consumables and their cost
  • What is the cost per treatment

7. What training is included with the purchase of the laser?

  • Who does the training?
  • Where does the training take place?
  • How many on my team will be trained?
  • Can I buy additional training?

8. What type of warranty/service agreement is included with the purchase of the laser?

  • How long is the warranty for?
  • What does the warranty cover?
  • Can I purchase additional years of warranty up front at a discount?
  • What is the turnaround time for a service call?
  • What is the number of service calls per laser per year?
  • What is the process to place a service call?
  • What internal diagnostics are in the laser to help with the service process

9. Clinical Questions

  • What wavelengths or filters are available?
  • What are the deliverable spot sizes/footprints?
  • What is the range of energies at each deliverable spot size?
  • What is the deliverable pulse time in milliseconds at each of those settings?
  • What is the wattage ability of the cooling system for the patient?
  • What is the cooling range in degrees C?
  • Is this a 110v or 220v system and why that choice?

10. How much does the laser cost?

  • Make sure you compare quotes “Apples to Apples” (same number of warranty years, etc.)
  • Negotiate
  • Special offers?
  • End of quarter deals?

Make sure you document the answers to all of your questions comparing each company and or device.  Remember you are about to make a very significant investment, you need to give it the appropriate amount of time needed to make a sound business decision.

I’d like to thank Patrick Clark at Medical Laser Dynamics, one of the country’s top laser training companies www.mldynamics.com and Steve Witt at Sciton, one of the worlds highest quality laser manufacturers www.sciton.com.

FXA

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DOUBLE YOUR SALES WITH ACARA’S BUSINESS BOOSTING PROGRAM!

Posted on July 9, 2010 by Francis X Acunzo

Sandi Unkrur, Acara’s Director of Business Development is so excited about our new 50/50 payment option on our Business Boosting Program that she has asked me to post the information once again here on our blog…FXA

What do so many successful cosmetic practices have in common?

1. They invest in Top Laser Technology

2. They partner with Acara to increase their sales & profitability

Join this premier list of successful cosmetic practices and medicals spas that have implemented the Acara Business Boosting Program.

  • Cosmetic Surgeon & Dermatology Practice in the Northeast: Doubled sales in 7 months.
  • Dermatologist & Medical Spa in the Midwest: Doubled Sales in 3 months.
  • Medical Spa in the Northwest: Tripled sales in 3 months.
  • Cosmetic Practice in the Southeast: Tripled sales in 18 months.
  • Midwest Medical Spa: Tripled sales in 4 months.
  • Midwest Medical Spa: Doubled Sales in 3 months.
  • Cosmetic Surgeon & Dermatology Practice in the South: Doubled monthly sales during a one night event.
  • Mid-Atlantic Medical Spa: Tripled in 6 months.

Now for a limited time Acara is offering the Business Boosting Program with a very special payment option.  We are so convinced that we can increase your sales by at least 50% we are willing to bet half our fee!

When a practice or medical spa signs up for Acara’s Business Boosting Program, you only pay 50% of the fee.  If the Acara team increases your business by 50% within 4 months, then you pay the balance of 50% as a success fee.

I look forward to hearing from you, hopefully your business will be on this list in the near future!

Sandi Unkrur
Director of Business Development

Email Sandi

or call: 916-425-5493

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April Was a Banner Month for Medical Spa & Cosmetic Services

Posted on May 3, 2010 by Francis X Acunzo

The results are in! The month of April continued to be extremely successful for Acara’s clients. Here are a few highlights:

  • Northeast Dermatology and Cosmetic Surgical Practice increases sales by 2.5 times in just 8 months
  • Southeast Cosmetic Practice increases sales by 2.5 times in just 12 months
  • Midwest Medical Spa increases sales by 3 times in just 4 months
  • Mid-Atlantic Medical Spa breaks $100K on their 1st anniversary month.
  • Southeast Cosmetic Practice increases sales by 3 times in 18 months.

As we now have our first year of business under our belts, I wanted to take time to put some thoughts down… an enormous, heart felt thank you to Acara. Fran/Brenda/Sandi/Deb/Greg/Mary, You guys are unbelievable; whip-smart, focused, aggressive without being over the top risky, compassionate,honest, supportive, generous, patient and pretty much always right on the mark. There is no way we could be doing this without you and we are so proud to call you guys partners.

This consistent level of success is why Acara stands behind its Business Boosting Program with our 50/50 payment option.  Acara is extending April’s special offer.  Sign up Acara’s 50/50 program by May 31 and only pay 50% of our fee.  If your sales increase by 50%  within 4 months, then you pay the remaining 50%. Call me at 203.488.0028 x.303 or email facunzo@acarapartners.com to see if you qualify.

FXA

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Zerona Success Story

Posted on April 21, 2010 by Francis X Acunzo

The Langdon Center, a cosmetic dermatology practice in Guilford, CT owned by Dr. Robert Langdon, Board Certified Cosmetic Surgeon and Dermatologist successfully launched Zerona this past fall and it continues to be one of their top selling body slimming procedures.  They were recently featured on CT Style, a lifestyle midday TV show that airs out of New Haven, CT.

Acara has worked with the Langdon Center since the summer of 2009 helping them build their practice stronger.  They started with the Acara Business Boosting Program and then continued with Acara  on a marketing, sales and operational support program.  Identifying and launching new technology to increase the business has been one of many successful tactics.

FXA

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12 Aesthetic Practices & MedSpas Double Their Sales During the Recession

Posted on March 23, 2010 by Francis X Acunzo

I just did a tally of how our clients performed during the recession from mid 2008 – present day and discovered that 12 medical practices and medspas within 8 months from the point in which they signed an Agreement with Acara doubled their sales*. This is 80% of the practices and medspas that implemented an Acara Business Boosting Program.

The secret to our client’s success is their ability to learn from our team’s extensive experience and knowledge.  We have a very solid foundation to work from having personally opened the first medical spas in the country and owned and operated over 75 locations.  In addition, the team has utilized the Acara Methodology to analyze, plan and implement marketing, sales and business strategies at over 100 aesthetic practices and medspas nationwide.

Deb Roberts, Acara’s VP Marketing thinks that “our client’s success occurs when there is a collaborative effort between the practice and Acara team.  The reason why our clients have experienced such great results is that they have been willing to absorb our pearls of wisdom and financially commit to a solid marketing program.”

Client Testimonials

“Acara’s work helped catapult us to become one of the most successful medical spas in Eastern Pennsylvania; keeping us on-trend with cutting edge technology bringing our clients the most effective treatments and procedures available.” states Paula Young, RN, co-owner of Young Medical Spa.

“In just 8 months Enhanced Image’s sales doubled working with Acara.” states Doctor Bruce Marko, Medical Director Enhanced Images located in Charlotte, NC.

“Acara was instrumental in helping us shape the foundation of our Medical Spa business. Their expertise in employee relations, sales, and MedSpa financial forecasting, has helped Amari see rapid growth.”  S.J. Shah, Chief Operating Officer, Amari MedSpa

Here is a more detailed look at our methodology:

  • Analyze the Business: marketing, sales, organization and financial review.
  • Assess the Market: target audience, demographics and competition
  • Forecast Sales: three years by procedure.
  • Develop a High Impact Action Plan: action items that will impact sales within 3 – 6 months.
  • Implement the Action Plan: utilize Acara’s online Project Management Software to insure accountability.
  • Track Results: monitor and assess the impact of the marketing tactics.
  • Repeat What Works: celebrate your successes and continue the program.

Typical tactics that we implement in our plans:

  • Install Acara’s Sales System: identify a dedicated sales consultant and train the team
  • Establish a Comprehensive Marketing Program: consistently implement tactics identified in a marketing & promotions plan.
  • Launch an Aggressive Online Marketing Campaign: e-broadcast, SEO website, SEO press releases, online listings, and social media (facebook & twitter).
  • Hold Educational Seminars: monthly seminars for potential clients/patients.
  • Leverage the Unique Selling Position: communicate to the audience all competitive advantages and points-of-differentiation.
  • Implement New Medical Technology: stay on-trend with the latest aesthetic procedures and treatments.

Upcoming Business Boosting Webinar

In April you will be able to learn firsthand from Acara’s CEO and Founder, Francis X. Acunzo how Acara’s clients have achieved their success as he presents a complimentary webinar for the Medical Spa Society: Business Boosting Strategies for Your Aesthetic Practice or MedSpa. This webinar will be held on Tuesday, April 6th at 1:00 pm, ET / 10:00 am, PT

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Acara’s Top 7 Rules for Selling Gift Cards at Medical Spas

Posted on January 26, 2010 by Deb Roberts

I borrowed much of this information from Fran and added some marketing tips. He blogged on selling gift cards a couple of years back; not surprising it’s all still relevant.

1. Always sell services, series of services or packages not dollar amounts. This provides much greater up-selling opportunities.

2. If your location accepts gratuity then always recommend that a 15% gratuity be included. Acara’s standard script, “For the convenience of the recipient would you care to include the gratuity?”

3. Sell virtually. Boost your sales by making gift cards instantly available on your website. I like SpaBoom for instant gift card sales.

4. Have a gift guide setup in dollar ranges that lists services, series and packages available for the clients to peruse at point of sale.

5. Provide your team a gift card sales goal with incentive. Typically the incentive could be anywhere from 1 – 5% of the gift cards sales split pro-rata amongst the front desk team. Keep it fun and track the goal daily.

6. Don’t be too aggressive on your promotion. People buy gift cards for convenience, reputation, and credibility; not because it’s cheap. I like the give and you shall receive approach. For every $100 in gift cards purchased the client receives $20 of gift cards for themselves.

7. Promote online + offline. Go low cost by leveraging your Website, Facebook, Blog, Twitter, Email Broadcasts and of course don’t forget an in-house display.

Even though medical spas gift cards sales will not match those of a day spa or resort spa – gift cards should still be part of your offerings.

Good luck with your gift card season. Do you have and secrets or tips for improving gift card sales? Share with us!

– Deb Roberts

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