Your Esty Godmother

 

I’m very convinced that aesthetic device companies are missing an enormous opportunity. Hydrafacial has identified it and are maximizing the opportunity.  And it is a reason to their phenomenal popularity and success.

Hydrafacial offers its Hydrafacial Connect program to the estheticians or skincare professionals who operate the devices.

Aesthetic device companies give significant recognition to physicians. Meetings focused on the physician owner. Cutera University, Cynosure Academy, Aesthetic Management Partners’ Owner’s Summit,  Sciton’s Rockstar of Aesthetics meeting, for example, are directed toward creating a magical experience of education and physician ego stroking for two to three days.

I want to propose that medical aesthetic device companies do something a bit more progressive and beneficial to the med spa practice. Develop education programs for the med spa staff. The practitioners who actually interact consistently with the clients or patients, developing trusting relationships, and providing the services that bring in revenue need a more well rounded education. The laser technician may not have a solid understanding of skincare ingredients or the actions of neuromodulators and dermal fillers. The aesthetic injector may not know much about skin anatomy or the acid action in chemical peels.

The education could live on a virtual platform and be branded with the aesthetic device company’s logo. Customers could have access in either a free or complimentary style or through a subscription style.

If an aesthetic device company would invest in providing that education to its customer base, it would develop stronger brand loyalty. Clinics would have less staff turnover and staff would feel valued for the contribution they provide to the success of the clinic. Each aesthetic device company claims it is different. But if it is different, the difference is so subtle that its indecipherable. The joke, ‘How do you get rid of a laser sales rep? …Buy a laser,’ has been the experience of many many medspa owners.