The med spa industry has seen exponential growth over the last 10 years. And with this level of growth comes significant challenges, especially for med spa directors. In this article, we unpack the 7 challenges med spa directors will face in 2022, and how you can meet those challenges head-on to see success for your center.
1. High Customer Expectations
Consumer expectations are at an all-time high. This challenges med spa directors because you must find a way to meet –– and exceed –– those expectations. But the good news is that if you can impress your clients, this challenge becomes an opportunity.
As a spa director, your job is to organize your team and your office to provide the best possible experience for your clientele. And a significant determining factor of the client experience is your employee’s attitudes in the office.
Your employees’ satisfaction directly affects the level of service they provide to clients. Have frequent, open conversations with your staff to ensure they’re happy with their work and work environment. Communicate the importance of the customer experience and reward your team for exceeding client expectations. When your team is happy, your clientele has a better experience, which can only benefit the spa.
2. Low Retail Sales
Retail should be the focus of your med spa sales strategy. Retail sales have the potential to bring in significant revenue for the business, and it’s a simple way to increase customer satisfaction and even brand recognition.
Med spa directors often look for ways to innovate and recreate their retail sales strategy. Executing the sale requires more than simply carrying a product. Many factors contribute to a successful med spa retail program:
Engaged and Equipped Staff
Your employees are the face of your company. Give them the knowledge, training, and confidence to sell your products.
A Beautiful Display
Don’t relegate your product to the back corner of your office. Present your goods front and center in a captivating display. A client will first buy with their eyes. Give them a reason to want to know more about what’s displayed.
Providing a “buy now, pay later” option allows shoppers to bring home the items they want immediately, or the treatments they want while fulfilling convenient and affordable monthly payments.
3. High Turnover Rates
Any med spa’s most valuable asset is its team. Maintaining a happy, well-equipped, committed team is a med spa director’s goal. But like any industry, there’s always a chance that you’ll see high turnover rates within your staff. To prevent this, understand why staff seek opportunities elsewhere, then make measurable changes that incentivize them to stay with you.
A full-time employee spends at least 40 hours at work. Make this time enjoyable and fulfilling for your staff. Survey your team and ask them what they want out of their jobs. Provide opportunities for growth and learning, and implement positive changes that create a pleasant, uplifting workplace culture.
When possible, reward their skills and grow with bonuses. Verbal affirmation is a small gesture that goes a long way with team members. However you decide to do it, show your employees that you realize their value and want them with you long-term. Remember, if an employee leaves your business, you’ll lose a team member with a wealth of information that may take many months for a new hire to learn.
4. Boosting Client Loyalty
Earning new med spa clients is key to increasing revenue. But another often overlooked or underprioritized method of growing your profits is focusing on existing clientele.
Forbes says it best: “Loyal customers lead to growth.” They note that increasing customer retention by just five percent can increase your profits up to 95 percent! At the same time, acquiring a new customer costs 50 percent more than just five years ago.
Selling to your existing med spa clientele is the most efficient and effective use of your marketing resources. In fact, happy customers become walking billboards through word-of-mouth advertising.
Prioritizing client retention can take a few forms in the med spa industry. Many people purchasing med spa treatments do so on a regular basis. Offering subscription services for your spa encourages regular visits, which results in higher product sales and increased cart values.
Providing financing options encourages clients to come back to you for treatments and procedures. Simply having purchase options increases a customer’s confidence and comfortability in purchasing med spa services. When they know payment is simple and straightforward, they have every reason to come to you for services.
5. Overworking and Burnout
If you’re like most med spa directors, you’re working well over 40 hours per week. You feel it’s your responsibility to keep things running smoothly. In part, that’s true. But you have options to alleviate some of the load so you avoid burnout.
Evaluate your responsibilities. It’s likely you can delegate some of your duties to others in your office. Restructure your schedule to allow for breaks and lunch. Or maybe you need to create a schedule, to begin with. When you plan your workday, you’ll find you get more done while feeling less stressed and overwhelmed.
Another way to avoid burnout is by partnering with a consumer financing firm like United Consumer Financial Services. In-house financing programs drain you of time and financial resources. The UCFS team takes care of payment collection and customer service, freeing you up to carry out other tasks that need your attention.
6. Need for More Clients
Most med spa directors are always looking for ways to bring more clients through the doors and increase revenue. The best way to earn more clients is by setting your med spa apart from your competition. Offer services and benefits that others aren’t.
Offering consumer financing is a proven marketing strategy for earning new clients and retaining existing clients. Financing allows customers to confidently purchase your services by making payments in monthly installments. Having this option encourages people to choose your med spa for a treatment, and it keeps them coming back to you for their future needs.
7. Increase in Spa Clientele
Believe it or not, too many clients can become a challenge for med spa directors, especially if the growth isn’t managed effectively.
Over the last few years, the med spa industry has rapidly grown, and it’s showing no signs of slowing down. Clients have more disposable income, which they want to spend on health, wellness, and self-care services.
Additionally, med spa tech trends and services have expanded. The spa experience reaches far beyond standard services from ten years ago. And many of today’s treatments require a low time commitment for both provider and patient. That means spas can see more patients than in the past while still providing spectacular results.
However, if a spa schedules too many appointments and doesn’t manage time or space appropriately, what should be a relaxing spa experience can feel crowded and rushed for the client. Med spa directors can consider the best use of space, traffic flow, and office organization to ensure their clients enjoy the relaxing, rejuvenating experience they deserve.
As a med spa director, you’ve likely seen various iterations of these challenges. 2022 promises to bring an increase in the need for med spa services, making your job more important than ever. Anticipating these challenges allows you to prepare yourself and your team, promoting healthy growth for your center this year and beyond.