Acara Grows and Expands its Team

Posted on January 27, 2012 by Francis X Acunzo

N E W S   R E L E A S E

Acara, the leading US aesthetic medical practice and medspa consulting and marketing firm, announced the addition of several new team members.

Branford, CT –  January 16, 2012 – Acara, the leading business team in the aesthetic medical practice and medical spa industries, announces the addition of several new team members dedicated to serving its growing clientele.

“2011 was a banner year for Acara, and we more than doubled our client base,” states Acara CEO, Francis X. Acunzo. “In order to give the best possible service to our clients, we have added several new members to our team of business professionals.”

Acara has built a strong group of highly-skilled aesthetic medical business leaders in the areas of sales, marketing, advertising, operations and business strategy.

The latest team members to join include:

Beth Nichols, Director of Creative Services
Beth Nichols brings nearly 30 years’ experience as a business owner, writer and marketing researcher to her role as Director of Creative Services at Acara. Beth attended Hobart & William Smith Colleges and is currently working towards her Master of Arts Degree at Wesleyan University. Prior to working with Acara, Beth founded and ran WordFlow, Inc., a successful service business which provided support to clients around the world, including national-level political pollsters and marketing researchers, pharmaceutical companies, academic institutions and local physicians.  She is a seasoned professional at managing people, quality and deadlines and is pleased to be working with Acara’s outstanding creative team to best serve its clients.

Angela Taylor, Sales & Marketing Manager
After graduating with a BS in Marketing from Providence College, Angela began her career in marketing with Clear Channel Communications, where she worked with local business owners and advertising agencies alike to create and implement successful programs in radio and sponsorship advertising.

Lauren Balser, Graphic Designer
Lauren Balser graduated magna cum laude from Paier College of Art with her B.F.A. in Graphic Design. Since then Lauren has worked with several award-winning design firms in Connecticut, including Mason, Inc. and Peapod Design.  Lauren is the co-founder and art director of the independent arts publication, HERE Digest.  Early in her career, Lauren enjoyed her position as technical director for the Middletown Connecticut Childrens’ Circus.

Sheehan McGuirk, Social Media Copywriter
Sheehan McGuirk graduated magna cum laude from Emerson College where she earned her B.F.A. in Creative Writing. Her award winning writing has been published many times online and in print. She is a licensed Aesthetician and freelance Beauty Writer who previously operated her own spa. Sheehan is uniquely suited to interpret our clients’ presence in print.

About Acara Partners:
Acara, led by industry expert, noted speaker and blogger, Francis X. Acunzo, is the leading business team in the world of Aesthetic Medicine, Spas, Medical Spas and Wellness Centers. Acara partners with spa owners, physicians, hospitals, hotels, health clubs, and investors to develop successful businesses.  Acara’s approach integrates their team’s expertise in business development, marketing, sales and operations to increase their clients’ revenue and profits. It’s through Acara’s experience working with over 100 companies nationwide and internationally that they are able to create business and market strategies that drive success for our clients. To learn more, visit our website.

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Internet Marketing Strategy – A Historical Perspective

Posted on May 21, 2009 by Francis X Acunzo

e_socialmediaI know many of you have heard me say it before  (possibly on one of my webinars) but I need to say it again.  The most cost effective marketing tool available to you today is the Internet.

The opportunities are endless as to how you can reach your target audience.  It’s interesting to think that our world has advanced so far in such a short time when it comes to communication and information.

Let me do a quick comparison to the past to help everyone understand the power of the Internet as a marketing tool.

  • In the past we had a company brochure and if we were lucky we would update it every 2 -3 years.  Today we have our website and we can update it on a daily basis.
  • In the past we created newsletters and sent them 4 times a year (at most).  Today we have blogs and e-newsletters and they can be updated and sent weekly.
  • In the past we sent direct mail (at a cost of thousands of dollars) once a month (at best).  Today we have e-broadcasts that can be sent on a weekly basis (typically for less than $50)
  • In the past we bought outdoor advertising (ouch! I used to spend $10K a month on 1 billboard in Boston).  Today we have button and banner ads for 1/100 of the cost.
  • In the past we ran commercials on local TV stations for thousands of dollars (plus production, if you wanted something of quality).  Today we can web-cam a personal discussion or procedure on youtube at $0.
  • In the past we attended cocktail parties and charity events.  Today we meet on the Internet with social networking: facebook, linkedin and other similar sites.
  • In the past we worked hard to get speaking engagements for local womens groups (garden club, country club, rotary, etc).  Today we send tweets to all that follow us on Twitter.

This list is endless, but clearly everyone can see that the Internet allows us to communicate our message more cost effectively, frequently and efficiently, than we have in the past.

Join Deb Roberts, Medical Spa Internet Strategist and a special guest, Chris Uzzo, in Search & Internet Marketing for an educational webinar on Wednesday, May 27, 2009:  How to Leverage Social Media for Aesthetic Practices and MedSpas. Register Here – Space is Limited

FXA

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MedSpa Business Inspiration from President Barack Obama

Posted on January 21, 2009 by Francis X Acunzo

It goes without saying that yesterday was a very important day for our country.  A day when we inaugurated our 44th President.  A new administration that the entire nation is hoping will lead this country to economic stability over the next few years. I was inspired by his Inaugural speech, specifically when he said that the nation must choose, ”hope over fear, unity of purpose over conflict and discord”.  Clearly in order for our country to move forward successfully this will be critical.  But more importantly, for small business owners and Medical Spa business owners and operators we need to listen to his words and use them as our inspiration in 2009.art_obama_speech_cnn

During difficult economic times it is so important that we, as business leaders, hold onto the hope for the future and not allow fear  to overcome us or our teams in conducting business day-to-day.  It is a sign of a true business leader that can remain strong in the face of adversity and succeed. 

In addition, we must provide our teams with their purpose, they must remain focused on what is important to be successful: great customer service, high quality results-driven services and identifying our client’s needs and offering them the best possible solutions.  It is your job as a Medical Spa leader to insure that your team remains focused on their “purpose” because when they don’t there is conflict and discord that occurs within our businesses.

I hope that all of you take our new President, Barack Obama’s words to heart using them as your inspiration to conduct business day-to-day as we work through these trying economic times.

And before I sign off on this post, I want to give everyone hope that if you consistently apply solid management and implement effective/efficient marketing you can succeed during a recession.  We see it every day throughout the country with many of  Acara’s clients.

FXA

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Dial 911 Acara for MedSpa Resuscitation

Posted on January 19, 2009 by Francis X Acunzo

As we see an increase in the growing number of Medical Spas that continue to lose money, whether it is due to the economy or not, Acara continues to receive the 9 1 1 call from MedSpa owners and operators looking for us to resuscitate their business.

resuscitation_manWith extensive turnaround experience in the hospitality, spa and medical spa industries, the Acara team is well suited to identify the root of the problem and develop a turnaround plan.   One of many examples include, Acara taking a medical spa from $25K per month up to $75K +.

The reason I’m writing this post is to provide a word of warning to MedSpa owners.  I find that 70-80% wait until it is potentially too late for Acara or anyone to save their business.  In order to execute a proper turnaround plan you need to spend money.  There is the cost of professional fees, marketing expenses and from time-to-time operational costs (i.e. restaffing, etc).  The plan will often include market re-positioning, website upgrades, staff re-engineering, sales training, management training, new service & product implementation. 

It is too bad that oftentimes we receive 9 1 1 calls from businesses for help and it is too late.  They have no working capital, collateral or credit remaining to invest the money into a turnaround plan.

If you think you are in need of help “don’t wait until it’s too late to resuscitate”, do it now. 

A good start may be attending one of our Webinars or more specifically, attending my Webinar: Dial Acara 9 1 1 for MedSpa Resuscitation being held on Tuesday, January 27th. 

FXA

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Acara Announces its Q1 2009 Complimentary Medical Spa Webinar Series

Posted on January 16, 2009 by Francis X Acunzo

Acara, the leading business team in the Med Spa industry announces its upcoming Q1 2009 Webinar Series featuring industry experts Francis X. Acunzo, Debra Roberts and Sandi Unkrur. Register for any of the eleven complimentary webinars, and learn how the Acara Team of top medical spa business leaders strategize and implement Medspa development, management, marketing, and sales.

Branford, CT (Vocus/PRWEB ) January 16, 2009 — Acara, the leading News Imagebusiness team in the Medical Spa industry announced today its Q1 2009 complimentary Webinars for MedSpa industry professionals. Many of these Webinars are back by popular demand and include topics on development, management, marketing and sales. They offer insight into how Acara’s Team of Medspa business experts strategize and implement successful Med Spa programs.   (more…)

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Gift Card Opportunities for MedSpas

Posted on November 23, 2008 by Francis X Acunzo

e_giftgirl

With Black Friday around the corner, I thought it would be appropriate for me to provide everyone my thoughts on gift card sales in MedSpas.

I speak from a voice of experience when it comes to gift cards. Back in 1989 I started selling gift certificates in my two Boston spas. At the time we were very excited when we did a $50K season in each location. By 1993 we were doing $50K days in each of the spas. In addition, in the earlier part of this decade I consolidated over 20 of the best Day Spas in the country. That entity did over $10M a year in gift card sales.

Before I go any further, I want to make it clear that due to the higher price point and the fact that many Medspas are more clinical in nature, gift card sales will never be as high as is typical in a day or resort spa.

But needless to say there are still gift card opportunities in a Medical Spa environment. Here are my top 5 Rules when selling gift cards:

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

2. Always recommend that a 15% gratuity be included. Here is my standard script, “For the convenience of the recipient would you care to include the gratuity?”

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

4. 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.

5. 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 $15 of gift cards for themselves.

Hopefully you will be able to implement this program by Black Friday. Good luck with your gift card season. Keep me posted how you do.

FXA

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Marketing Tip: Scratching Backs to Save Money

Posted on November 12, 2008 by Deb Roberts

swap2Tight economic times require creativity to stay ahead of your competition and wallet. There once was a time when businesses scratched each other’s backs – They helped one another out, because if your neighborhood is thriving, then so can you. Bartering is the exchange of goods and services of equal value – without the exchange of money. What’s not to love about that!

When it makes financial sense, look locally to have your business needs fulfilled and offer your valuable services in exchange. For example, if you normally have your location cleaned - then seek out a cleaning company to barter with. Printing, Advertising, Cleaning Services, etc…

  • Barter for business supplies and services that your business needs
  • Agree, in writing, on the value of each others services prior to swapping services
  • Keep track for your IRS records. It’s best to swap services for services. Deduct as a business expense. Learn more about IRS bartering rules here: http://www.irs.gov/taxtopics/tc420.html

How are you stretching your budget?

–Deb

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Acara Reaches Over 1,000 Professionals with Complimentary Medical Spa Webinars

Posted on November 11, 2008 by Francis X Acunzo

Acara, the leading business team in the Med Spa industry announces its upcoming Webinar Series featuring industry expert Francis X. Acunzo. Register for any of the five complimentary webinars and learn how the Acara Team of top medical spa business leaders strategize and implement Medspa development, management, marketing, and sales.

Branford, CT November 11, 2008 – Acara, the leading business team in the Medical Spa industry announced today its upcoming lineup of complimentary Webinars for industry professionals. Many of these Webinars are back by popular demand and include topics on development, management, marketing and sales. They offer insight into how Acara’s Team of Medspa business experts strategize and implement successful Med Spa programs.

Acara, spa industry solutions

 If you are a Medical Spa Owner or Operator seeking to develop a medical spa or increase your current medical spa’s revenue and profit then you cannot miss these upcoming complimentary Med Spa Business Webinars.

“It is fulfilling to know that we have been able to reach so many industry professionals with our Medspa Educational Webinar Series. Over 1,000 Medical Spa Professionals have attended Acara Webinars since the inception of the program, many from countries throughout the world.” states Mr. Acunzo, Founder & CEO of Acara Partners. “I believe by offering our complimentary Webinars we help build and grow our industry, especially during these trying economic times.” (more…)

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New Medical Data: Consumers Look to Minimally–Invasive Procedures

Posted on November 4, 2008 by Francis X Acunzo

The American Society for Plastic Surgeons (ASPS) has released the results of their recent poll that doctor-with-steshecopeidentifies a drop off in consumers purchasing cosmetic surgery but clearly points to the fact that consumers still remain bullish on minimally invasive procedures that are customary at most Medspas.

I believe the results of this survey point to my position that the market for Medical Spa services continues to expand and the better medical spas with a strong focus on consistent marketing and effective management will succeed even during this tough economic times.

Read more about the results of the ASPS poll.

Please feel free to provide comments.

FXA

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Acara Announces “Marketing & Selling Medical Spa Services” a 1-Day Seminar in CT

Posted on September 14, 2008 by Francis X Acunzo

On October 27th, in Branford, CT we will be holding a 1-day Seminar on Marketing and Selling Medical Spa Services for Top-line Success.  I’ve added a tab (see above) to this blog listing Acara Seminars and our website provides all the details for registration.

Physicians, medspa owners, nurses, medspa managers, sales consultants, and all industry professionals are welcome and will be able to increase their sales and marketing skills to build their Medspa business.

LEARN MORE…

or

Special pricing is available for Medical Spa Society Members.

 

 

FXA

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