MEDICAL SPAS REVIEW by Medical Spas Review

EDITORIAL & ADVISORY BOARD

medical spas business review

ANNE BOLDUC Group Publisher & President

the medicine environment of the future –TODAY

ROBERT M. GOLDMAN, MD, PhD, DO, FAASP World Chairman-International Medical Commission Co-Founder & Chairman of the Board-A4M Founder & Chairman-International Sports Hall of Fame Co-Founder & Chairman-World Academy of Anti-Aging Medicine President Emeritus-National Academy of Sports Medicine (NASM) DR. RONALD KLATZ, MD, DO, is the physician founder and President of the American Academy of Anti-Aging Medicine. In 1984, Dr. Klatz was a pioneer in the clinical specialty of preventative medicine: as a principal founder of the National Academy of Sports Medicine and researcher into elite human performance and physiology. Dr. Klatz is a best-selling author, and is columnist or Senior Medical Editor to several international medical journals. He is the inventor, developer, or administrator of 100-plus scientific patents, including those for technologies for brain resuscitation, trauma and emergency medicine, organ transplant and blood preservation. DAVID B. MANDELL, JD, MBA, is a former attorney and author of ten books for clients, including For Doctors Only: A Guide to Working Less & Building More, as well a number of state books. He is a principal of the financial consulting firm OJM Group. He has co-authored the Category I CME Monograph Risk Management for the Practicing Physician which has gone through 5 editions since 1998 & is certified for 5-hour business of medicine CME. MANON PILON, Speaker, International Educator, SPA & Medical SPA Specialist – Mrs. Manon Pilon’s background spans over twenty-seven years of professional experience in SPA and MEDICAL SPA operation and management, marketing strategies, Medical Spa concept and development, and motivation methods. She is holding senior management positions in companies such as Europe Cosmétiques, CurAge Med, CurAge Spa, and Europelab. Founder of a private Aesthetics Professional School in Montreal, Canada. MONTE ZWANG is a principal of Wellness Capital Management, providing cash flow and financial strategies to businesses in the wellness industry. Monte has been a consultant for more than 25 years, teaching entrepreneurs and company leaders in health care, real estate, food and beverage, day spa, resorts and hotels, and retail industries the strategies of cash flow management. Monte is driven to the wellness industry because of a personal passion for healthy lifestyle choices, and a professional passion to work with wellness entrepreneurs as they achieve their business goals by helping people live a healthy lifestyle.

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BRENT A. BAUER, M.D. as director of the Mayo Clinic Complementary and Integrative Medicine Program, Brent A. Bauer, M.D., has broad and varied research interests. Dr. Bauer's personal goal is to ensure that research conducted under the auspices of the Complementary and Integrative Medicine Program is always held to the same high standards as all other research at Mayo Clinic. He brought real, evidence-based knowledge to patients and physicians trying to incorporate the best of conventional and complementary medicine practices.

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ALEX R. THIERSCH Founder and director of the American Med Spa Association (AmSpa), an organization created for the express purpose of providing comprehensive, relevant and timely legal and business resources for the medical aesthetic industry throughout the United States.

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CHERYL WHITMAN, is a published author, a popular speaker and a beauty-industry consultant with more than 30 years experience, including 15 years as the owner of Face Fantasie Day Spa in Fort Lee, New Jersey. As founder and CEO of Beautiful Forever, Cheryl spearheads a successful team of medical spa consultants and business professionals. In addition, Cheryl developed the Medical Spa Success System, a revolutionary program that provides a turnkey educational success system and consulting services package to help clients jumpstart brilliantly successful medical spa businesses.

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Fromthe Beginning

From its inception in 1990 by Sara Nezaria, Shira Esthetics has played a role in the advancement of modern esthetics. Solar Energy debuted first and contains mineral rich products from the Dead Sea. Other lines made from natural ingredients soon followed: Chamomile-Azulene, Sea Weed, and Omega-3. The distinctive approach using natural ingredients became favorites of local spa owners. As clients noticed results from the products, Shira’s reputation grew. Since the start, Shira has continued to expand with one main goal: to provide exceptional, high quality spa skin care for a variety of skin types and concerns. In 1994, Sara’s son, Yair, took Shira Esthetics to new heights with regional and global distribution. Blending a strong understanding of cosmetic chemistry with business acumen, Yair brought innovative and unique product collections, including Shir-Organic, to market, each with a distinctive ingredient story and set of benefits.

• Solar Energy Body Lotion: Water & minerals from the Dead Sea provide many nutrients and vitamins to help hydrate and soften the skin. SPF 15 protects the skin from UVA & UVB rays. • Glyco-C High Potent-C Serum: Ascorbic Acid, Glycolic Acid and Salicylic Acid help to smooth fine lines and diminish wrinkles while nourishing the skin & refining texture. • Glyco-C Lightening Complex: Treats hyperpigmentation and sun spots with Hydroquinone, L-Ascorbic Acid and Glycolic Acid. • Boto-Derm Anti-Puffiness Eye Cream: Hydrate the skin and reduce under-eye puffiness. Award-winning and clinically proven peptide, Eyeseryl visibly reduces under eye bags on contact.

Following the immense success of the natural lines, clinical lines with science-backed results were launched; Glyco-C and Boto-Derm. Both lines combine unique technology which facilitates the penetration of active anti-aging ingredients, such as Glycolic Acid, Retinol, Polypeptides and Vitamin C, into the skin using exfoliation and Nano technology. www.shiraesthetics.com

Top

Sellers THERE

IS SOMETHING FOR EVERYONE AND EVERY SKIN TYPE

SHIRA – CLINICAL. FROM

WHETHER YOU PREFER

ORGANIC, NATURAL

Shira’s natural lines, Omega-3, Solar Energy, and Seaweed are tried and true favorites with clients both old and new. Shir-Gold, Shir-Radiance, Glyco-C, and BotoDerm have many effective and proven anti-aging ingredients. Shir-Radiance Corrective Rx is clinically proven to treat a range of skin conditions including aging, sun damaged, acne and sensitive skin. Ingredients in these advanced formulations include Pentavitin®, Ceramides, Hydroxy Acids, Collagen and Hyaluronic Acid. Clinical studies have shown that the active ingredients in the products, including Pentavitin®, strengthen the skin and maintain deep hydration for up to 72 hours. Ceramides are natural lipids and are a major component of the surface of skin structure by serving as the “glue” that holds the surface skin cells together. Skin care products that contain the right ratio of ceramides and fatty acids effectively rebuild the skin’s natural barrier against moisture loss and are beneficial for treating various skin conditions. • Shir-Radiance Ester-C Collagen Moisturizer: Collagen, Ceremides, Pentavitin® and Hyaluronic Acid provide deep and long-lasting hydration. SPF 20 helps to protect against damaging UVA & UVB rays. • Shir-Radiance Deep Foaming Cleanser: Luxurious Foaming Cleanser provides gentle, yet deep cleansing with natural ingredients including cucumber, Aloe Vera, lavender, Mandelic Acid and Peppermint. • Shir-Radiance Ultrapure Hyaluronic Acid Serum: Hyaluronic Acid is one of the most effective humectants to deeply hydrate & plump dry skin. This serum also helps to minimize the appearance of fine lines & wrinkles.

www.shiraesthetics.com

Private Label –

Your Own Skin Care Line

Private label branding is one way that Shira works with clients who wish to promote their own line into their business as a way to distinguish themselves from competitors. One of the greatest attributes of private labels is the gain in exclusive rights to sell the products. Shira is fully committed to provide the best private label skin care products based on client’s needs. The company makes it simple by offering the option of dispensing Shira products with a customized logo and label. If you market the brand well and create demand for it, you benefit as your patients' only source. Your patients will feel attached to your brand and like the feeling that they are among the select few who use it.

Private Label Benefits: • Increased patient loyalty • Adaptability - New trends can be quickly analyzed. You have the ability to move quickly to get a private label product in production in response to rising market demand for a new feature. • Increased profits and revenue • Exclusivity When Shira first started privately formulating cosmeceutical-grade products, it was geared to top physicians only. Physicians and skin care professionals can now private label any product from Shir-Radiance Corrective Rx along with many of the other product lines including Shir-Organic. Shira also can formulate unique products based on the unique desires of each client. Their approach to private label skin care is smart and practical. You can always count on Shira to provide the latest and most effective solutions for branding and customizing exclusive physician dispensed skin care products.

TESTIMONIAL

“Once I found Shira Organics, I was so impressed by the product ingredient labels that I bought the whole line without even testing it first. My customers rave about it and many have switched their whole regimen to use Shira Organic exclusively after one facial. The product speaks for itself. My favorite product is the Shir-Organic Green Algae Soothing Gel. It has superior healing qualities and always a follow up to any deep exfoliation. Also fabulous for too much sun! Thanks for such a wonderful and responsible line of skin care! Ingredients MATTER!!” Marlie K. www.shiraesthetics.com

Organic! Shir-Organic products contain all natural, organic ingredients that

are made with whole fruits and herbal pulps. Formulated with super-fruits and saturated with phytonutrients, this natural approach hydrates and strengthens skin, stimulates cell regeneration, and protects against environmental damage. The unique bamboo packaging is one-of-a-kind and ecologically friendly and features the PETA Bunny emblem since the entire line is cruelty free. The Shir-Organic line contains products for a variety of skin types including Normal, Oily, Dry, Mature, and Acne prone. The combination of fruits, vegetables, flowers and herbs, which were expertly blended in Shir-Organic products, provide the skin with the nourishment it needs to combat signs of aging. The USDA collection is for all skin types and have USDA certified ingredients. • Shir-Organic Coconut Oatmeal Cleanser: Deeply cleanses the skin with jojoba beads and oatmeal, which aid in hydration to the skin and in the removal of dead skin cells. • Shir-Organic Pomegranate Toner: Pomegranates are rich in phyto-nutrients and antioxidants and help to tone & brighten skin while balancing pH levels. • Shir-Organic Pomegranate Serum: High levels of Vitamin C and antioxidants help reduce signs of aging, improve skin elasticity and hydrates the skin. • Shir-Organic Eucalyptus Tea Tree Moisturizer: Provides oily and acne prone skin a dynamic combination of therapeutic ingredients including Eucalyptus, Olive Leaf and Tea Tree Oil. These ingredients have antioxidants as well as antiseptic, anti-bacterial and anti-fungal properties to heal breakouts. • Shir-Organic Avocado Moisturizer: Avocado Oil is the ideal ingredient for dehydrated, under nourished and sun damaged skin. Avocado penetrates the skin evenly and quickly. • Shir-Organic Select Gotu Kola Mask: Restores hydration to the skin and fights free radical damage with an array of vitamins and minerals; promotes skin elasticity and skin rejuvenation. • Shir-Organic AHA Scrub: Alpha Hydroxy Acids help clarify & polish the skin’s surface. Natural non-abrasive, ultra-fine beads gently unclog pores & exfoliate skin.

TESTIMONIAL

“I use Shir-Organic at my facial spa. I have been, as well as my clients, extremely happy with these products. They smell and feel great and are definitely result oriented. My clients always leave happy and feeling great, which means I am (with the help of Shira) doing my job!” Tommie S. www.shiraesthetics.com

The

Ingredients Hyaluronic Acid: Hyaluronic Acid is found throughout the body in your skin,

tissues and joints. It is an effective humectant to hydrate and plump up the skin, fill in fine lines and improve texture.

PentavitinÂŽ: Also referred to as Saccharide Isomerate, Pentavitin is an important

ingredient in their Shir-Radiance line. Pentavitin binds to water molecules in the skin and ensures up to 72 hours of deep hydration. It also strengthens and improves the skin barrier functions.

Chamomile: Chamomile flower extract is naturally rich in properties that reduce

skin redness and soothe sensitive skin that is irritated or inflamed. The properties in the Chamomile Azulene line increase the peripheral circulation of the skin while giving flexibility, softness and healthiness to sensitive skin.

Eucalyptus: Eucalyptus is a highly medicinal plant that is effective as a treatment

for acne due to its anti-bacterial and anti-microbial properties. The Shir-Organic Eucalyptus Cleanser, Shir-Organic Eucalyptus Serum and Shir-Organic Eucalyptus Tea Tree Moisturizer are a trio of excellent products in their organic line to heal acne naturally.

Retinol: A form of Vitamin A, Retinol is

anti-aging ingredient used in their Boto-Derm line. It helps to reduce fine lines, wrinkles, and age spots and also accelerate skin-renewal. For the benefits of anti-aging Retinol, learn more about their Boto-Derm Instant Lift Serum and Boto-Derm Forte Repair Night Cream.

Vitamin C: Vitamin C is a strong anti-oxidant

that stimulates collagen production, protects the skin from oxidation and reduces the aging of the skin caused by sun damage. Glycolic Acid also increases collagen in the skin as well as clears pores, plumping the skin, and helps absorb Vitamin C.

Salicylic Acid: Salicylic Acid is a skin exfoliator known as a Beta Hydroxy Acid. It exfoliates the skin to remove layers of dead skin cells inside the pore & also on the skinâ&#x20AC;&#x2122;s surface to help heal breakouts and make the skin smooth and clear. www.shiraesthetics.com

New GOLD Shira always looks to stay on point with the latest and greatest innovations in skincare ingredients! Shira recently debuted their new Shir-Gold skincare. Gold is well known for its skin healing abilities, such as restoring lost elasticity of tissues, reducing wrinkles, and decelerating collagen depletion. The two anti-aging and hydrating serums and nourishing moisturizer will keep skin firm and hydrated with Gold, Silver, Copper, Caviar Extract, Vitamins and AHA fruit acids. These ingredients intensify the metabolism of the skin cells, to reduce fine lines, improve firmness and increase hydration offering results of fresh, young, healthy and glowing skin. Achieve smooth skin and even complexion with their Gold peel-off mask for quick and noticeable results.

The new Shir-Gold is a line with advanced formulations of ingredients including Gold, Silver, Copper and Caviar Extract: the perfect modern luxury line for daily skin care!

TESTIMONIAL

â&#x20AC;&#x153;My clients mostly look for clinical anti-aging skincare products and I have seen great results using Shir-Radiance the last few years. Clients keep coming back for regular facials and use some of the products like the Foaming Cleanser, Hyaluronic Acid Serum and Collagen Eye Serum as part of their home skincare routine. I have been so happy with the results, I recently added the new Shir-Gold line to my offerings. My clients have been loving how great their skin looks after I use the gold peel-Off mask!â&#x20AC;? Mariya P. www.shiraesthetics.com

Skin Care Products For Professional Use Only:

• Shir-Gold Illuminating Peel Off Masque for Mature Skin: Achieve radiant and youthful skin with 24K Revitalizing Gold Mask. Elements of gold reduce wrinkles, decelerate collagen depletion, and increase elasticity. Infused with AHA fruit acids and Vitamin B, this mask will provide smoother skin with a more even complexion.

For Retail & Professional Use:

• Shira’s Rose Gold Satin Serum is a deep drink of hydration. This pearly pink serum’s silky texture brings comfort to the most dehydrated and tired skin. This serum protects and totally rehydrates for a skin full of vitality. This unique formulation helps the skin maintain optimal hydration levels, loss of firmness, and restore the flexibility of the epidermis. Thus, the skin is perfectly moisturized and recovers its original beauty. • Shira’s Luminous Pearl Moisturizer has a high regenerating power and anti-aging action. Gold is well known for its skin healing prowess, such as restoring lost elasticity of tissue. Hyaluronic acid is one of the strongest anti-wrinkle agents, has been combined with Caviar Extract, rich in vitamins A, B, D, trace elements as well as amino acids. These ingredients intensify the metabolism of the skin cells, to reduce fine lines, improve firmness and increase hydration. • Shira’s Império Firming Serum provides the skin with effective age-fighting benefits, which ensures rich hydration and better firmness. The main activator is a complex of two natural ingredients: Andean Tree and Marine Seaweed, developed through an innovative process, designed to prevent and reduce skin wrinkles. The dermal metabolism is stimulated leading to an improvement of skin firmness, moisturization and elasticity.

TESTIMONIAL

“I started working for a spa as an esthetician when I first heard about Shira Esthetics. I was immediately hooked! The results are amazing, and the products feel and smell great! I highly recommend this line. The staff at Shira are welcoming and accommodating. They make you feel like family. I cannot wait to attend the next class, there is always something new to learn. They are up on their product knowledge and really care about their clients!” Nicole. A www.shiraesthetics.com

Awards and Certifications

SHIRA’S HISTORY ALSO INCLUDES NUMEROUS ACCOLADES, AWARDS, AND RECOGNITION FOR BEING A LEADER IN THE SKIN CARE INDUSTRY.

More and more people have taken careful consideration of the food they eat and products they use on their skin, and Shira does as well. All of their products are Peta Bunny Cruelty Free & Vegan. In addition, their Shir-Organic Select line is comprised of products that have been USDA certified, and for the last 4 years, Organic Spa Magazine has presented Shira with the ‘Best In Beauty’ award. MOST RECENTLY, IN DECEMBER 2017, SHIRA RECEIVED THE PHYSICIANS’ CHOICE AWARD FOR BEING A LEADING CHOICE THAT PHYSICIANS WORK WITH AS WELL AS A TOP CHOICE FOR PRIVATE LABELING. REPRESENTING THE HIGHEST HONOR IN ITS CATEGORY. PHYSICIANS’ SUBSCRIBERS READER CHOICE. MEDICAL SPAS REVIEW RECOGNIZE CHALLENGING PROFESSIONALS AND COMPANIES WHO DEMONSTRATE OUTSTANDING CAREER AND PRODUCT ACHIEVEMENT. MEDICAL SPAS REVIEW BRINGS TOGETHER INDUSTRY LEADERS AND EXPERT PROFESSIONALS TO EXPLORE THE STRATEGIES AND TECHNIQUES THAT SPELL SUCCESS.

Philanthropy

Overall

In memory of Shira Nezaria, for whom the company is named, owner Yair Nezaria and his wife, Danna, formed the Shira Foundation, whose mission is to bring happiness to children in crisis, whether the challenge is due to illness, family strife, or financial distress. Understanding that kids just want to feel like kids, and they have every right to feel that way, no matter what their real-life situation is, The Shira Foundation strives to make that a reality, even if it is a temporary one. Supporting children in crisis by sponsoring spa days or other philanthropies that benefit needy children is the driving force behind the Foundation and the basis for its work.

Today, Shira products are utilized in more than 2,000 spas, medical spas, wellness centers and doctors’ clinics spanning 30 countries. Shira is grateful for the growth and success, and for the trust each and every beauty professional extends to the company. The mission for the company is no different today than it was for Sara Nezaria or for estheticians in previous generations: discover unique ingredients, push for results-driven treatments, and constantly strive to redefine the art of beauty and skin care. www.shiraesthetics.com

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MEDI CAL SPAS

Medspa Brand

HOW DO YOU PERCEIVE YOURSELF? TO P T I P S F O R C R E AT I N G YO U R F I R S T I M P R E S S I O N: YO U R B E S T B R A N D By CHERYL WHITMAN, Founder and CEO Beautiful Forever

Cheryl Whitman, founder and CEO of beautiful forever Aesthetic Business Consulting, has, for more than three decades, been the internationally recognized pioneering leader in the challenging field of aesthetic business development and marketing consulting – working with hospitals, spas, anti-aging centers and physician practices to achieve dramatic results. If you have a business opportunity that you would like to share with us, contact us at: info@ medicalspaconsultant.com www. medicalspasuccess.com

ust as your image is a big part of the first impression

STAFF: You’ll want to know that every need you and your

you create in the minds of others; the image you

patient have will be catered to. You’ll want to feel confident

create about your practice is equally important.

that all of your staff members can work well independently, while you are busy with patients. You’ll

First, your personal image usually starts with the inner

want to feel that you’ve made the right choices for your

core. The sense of how you perceive yourself. The sense of

practice to give your give a friendly, professional inviting

the first impression you extend to people about yourself

experience.

when you meet them. When it comes to patients, it’s in the appeal you create to be an attractive prospect. Your

SAFETY AND ORGANIZATION: Keeping up- to-date

practice’s image is the center for communication and at the

with safety regulations offers a reassuring environment.

core of professional interaction. So, it may be time to revisit

Being organized helps people to feel safe and secure. All of

your brand by exploring the look, feel and fit of your office,

which helps to support an inviting atmosphere where

as follows.

patients can feel most comfortable.

AMBIANCE: The ambiance you set in your office, on your

MENU OF OPTIONS: When prospective patients visit you

website and business cards, in social media and in your

for a consultation, they have likely heard about various

office must be reflective of who you are and where your

techniques and technology available in plastic surgery.

patients would want to be. Your ambiance will be best

They may have perceived notions about what will offer the

served to be reflective of your mission statement. It’s not

best plastic surgery experience. This is the time you can

just about the auras you select to incent your office with or

make your consult interesting. Broaden horizons with a

plush furnishings. You want your patients to feel peaceful

menu of options. Offer a thorough evaluation, proposed

during their visit for calm decision making. Of course, the

treatment plan, and alternatives to treatment. Informed

build- up of excitement may step in intermittently.

consent can go a long way towards making a great first impression. Offering a menu of options may reshape your practice in more ways than one!

MEDI CAL SPAS REVIEW•

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MEDI CAL SPAS

MAGAZINE READERS SKIM THROUGH PAGES TIME & TIME AGAIN TIPS FOR ADVERTISING - KNOW YOUR AUDIENCE Newspapers, magazines, radio, television and the Internet are major sources of daily news for most people today. Advertising in the right mediums can be a positive patient acquisition tool. In fact, a comprehensive strategy of repeated appearances in the press, weather through public relations or advertising, can foster trust for prospective patients. Advertising is designed to build awareness of your practice, create interest in your practice, and focuses on the strength of your credentials. Let’s talk headset. To effectively market your message, it’s important to understand the headset of the viewer, reader and/or listener. So, let’s break it down.

n Daily News Papers and Magazines: The health section is one of the most well-read sections of newspapers and magazines. One reading these types of mediums in a daily form is likely reading at a slow, observant pace.

n Weekly or Monthly Newspapers and Magazines: In this category, readers are more inclined to keep longer term papers at home or work for the duration of the issue. Readers may return to skim through pages time and time again during this duration.

n Websites: Readers of websites tend to scan information. Internet savvy readers may seek out relevant key words throughout content to become familiar with what they are interested in. Viewers may vist may websites about a select topic. For example, a prospective plastic surgery patient may view up to 200 websites. The before and after gallery of photos is often the most frequently visited page.

n Social Media and Email: Viewers of posts are 30% more likely to read and engage (ie. like, comment and/or share) when an image accompanies the post.

n T.V.: T.V. offers a thumb nail sketch of what is further depicted in newspapers. This is a fast paced medium. So, you’ll want to ensure that your name, website address, and identifier code phone number are repeated twice on T.V. These viewers tend to focus in on light hearted topics to take away from the heavy hitting news that is so common on T.V.

n Radio: Radio is a faster paced medium when compared to T.V. So, you’ll want to ensure that your name; easy to remember website address; and identifier code phone number are repeated twice. People tend to be doing other things while listening to the radio.

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Medspa Ads

MEDI CAL SPAS

Generation X

POST-BOOMERS WHO CAME OF AGE IN ‘80s, ‘90s, ‘00s

THE FORGOTTEN GENERATION MED SPAS AND GENERATION X By ALEX R. THIERSCH

Alex R. Thiersch is the founder and director of the American Med Spa Association (AmSpa),

These days, it is not at all unusual to hear experts talk about how certain

an organization created for the express purpose of providing comprehensive,

generations of people are affecting business. You’ll hear about how the wealth of Baby Boomers impacts the economy as they enter their retirement years. You’ll hear

relevant and timely legal and business resources for the medical

about how Millennials are driving markets and marketing with their somewhat inscrutable spending habits. And you’ll hear about how Generation Z is getting

aesthetic industry throughout the

things done using social media and moxie; we featured a look at

United States.

Generation Z a few weeks ago, in fact.

For more information about becoming a member,

However, you don’t hear a lot about Generation

log on to

X—the post-Boomers who came of age in the late

www.americanmedspa.org

Alex can be contacted at alex@americanmedspa.org

‘80s, ‘90s, and early ‘00s. The youngest Xers are currently staring down middle age and, as boomers continue to retire, they are the ones who are going to be in charge, if they aren’t already. CNBC.com recently published this piece by Stephanie Neal and Richard Wellins, which describes how and why members of Gen X are quietly beginning to dominate leadership positions in businesses.

MEDI CAL SPAS REVIEW •

One of the key takeaways of this article is that while Millennials are typically considered to be the most tech-savvy generation to date, Generation X is, if anything, even more plugged in. On Facebook, Instagram, and YouTube, many of the “stars” are Millennials, but Gen Xers are just as connected— they always have a phone in their hand, and they’re always on the Internet. They don’t produce as much content as Millennials, but they’re just as adept at viewing and manipulating it. Many of them came of age just as the Internet did, and they played significant roles in its evolution.

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MEDI CAL SPAS

GEN-X ARE NEW LEADERS IN MED SPA AESTHETIC PRACTICE But because many of them began their careers when the internet played a much smaller role in business, they inherited many of the same character traits as the Boomers—they are industrious, hard-working, and entrepreneurial. They feature useful traits of the generations directly before and after them—a combination of the analog and digital, if you will.

americanmedspa.org

As a result, and as a consequence of their age, Gen Xers are going to have an enormous impact on business—including the medical aesthetics industry—for the foreseeable future. They’re going to be running medical spas, device manufacturers, and marketing firms for many, many years to come, so their influence is underestimated at one’s peril. Consumers drive business, and since Millennials are such an enormous population, they’re very important in this regard. But many of the people running businesses and pushing them in exciting new directions are Gen Xers. At AmSpa’s Boot Camps (join us in Denver on May 19 and 20) and The Medical Spa Show (save the date—February 8 - 10, 2019), the overwhelming majority of the medical spa owners I meet are Gen Xers. They’re in their upper 30s and 40s, and they’re getting things done. Understanding how these people think is going to be a key to finding success, especially in terms of establishing business-tobusiness relationships. So don’t sleep on Generation X—understanding them is going to be very important for a long time. n

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Generation X

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Marketing

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POSITIVE REVIEWS DO NOT GROW ON TREES

MED SPA MARKETING: TESTIMONIALS & REVIEWS ARE THE ONLY WAY TO MARKET YOUR PRACTICE

WHEN FINDING AND ATTRACTING PATIENTS TO A MEDICAL SPA PRACTICE, THE BEST MED SPA MARKETING TOOLS YOU CAN ASK FOR ARE REVIEWS AND TESTIMONIALS FROM EXISTING PATIENTS. POSITIVE REVIEWS DON’T JUST GROW ON TREES, THOUGH. YOU HAVE TO ACTIVELY CULTIVATE THEM IN YOUR EVERYDAY PROCESSES THROUGHOUT EVERY PART OF YOUR BUSINESS.

By ALEX R. THIERSCH, JD, FOUNDER/DIRECTOR OF THE AMERICAN MED SPA ASSOCIATION (AMSPA)

I love the above cartoon because it’s so true. People are most vocal when they are angry and unsatisfied, not when they are happy. Think about it: If you have a positive experience somewhere, chances are you’ll leave happy, maybe tell your spouse or a friend, and then you move on. Even if you think you’ll circle back and leave a review complimenting the good service, let’s be honest—chances are you won’t. It just doesn’t work that way psychologically. Even though we know we should do the right thing and post a positive comment, most of the time it doesn’t happen. You blink and a week has gone by, and next thing you know—out of sight out of mind. But if you have a bad experience? That’s a different story. After some truly bad experiences, I’ve actually sat down and written letters to management. MEDI CAL SPAS REVIEW •

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YOU HAVE TO ACTIVELY CULTIVATE THEM Not just an email or a post on a site, but an actual letter. On paper and stuff. People are much more likely to be vocal, motivated and industrious when they’ve had a bad experience than when they’ve had a good one. Again, it’s psychology. And in the med spa business this is even more important because we’re dealing with peoples’ appearance, and let’s be honest—there are some craaaaaazy people in this industry. This is why it is so crucial that medical spas make collecting positive testimonials and reviews a part of their processes and systems. The best medical spas are not just diligent about this, they’re downright militant. Every person on the staff is part of this process, from the providers to the front desk staff. If a patient mentions that he or she is a happy and satisfied, it is the duty of the entire medical spa to ensure that a testimonial is taken and the patient knows exactly how to access the practice’s Yelp, Google+, Facebook, and RealSelf pages. And you absolutely must get both testimonials for your website and positive reviews on all the applicable review sites. Testimonials on your website are a must because everyone—even if he or she is given a glowing verbal referral from a friend—will go to your website before they book. That’s just a fact. Positive reviews increase the likelihood that you’ll book a patient, because patients also always check out your reviews; perhaps more importantly, the more positive reviews you have, the less likely a negative review will stand out. And if you’re in business long enough, you’ll get a bad review. That’s also a fact. www.medicalspasreview.com

Keep in mind that, while reviews and testimonials are very important, med spas are subject to strict advertising requirements and you need to be careful with what you post. Also, HIPAA/patient privacy is a potential issue with respect to reviews. Both should be dealt with carefully and med spas should always have a healthcare attorney take a look at their website to make sure they are being fully compliant. As a reminder, AmSpa members receive a complimentary 20-minute legal consultation with our partner law firm ByrdAdatto. So to my medical spa friends, it’s vital that you create a specific process for getting testimonials and reviews. Don’t just tell your team it needs to be done—establish a protocol and hold them accountable. It’s part of their job, after all, and if you don’t do it, the entire practice will suffer. Use the front desk staff as the gatekeepers—no happy patient leaves without providing a referral. Track the number of referrals each team member gets, and reward each month’s top performer with a spa treatment, dinner, or night out. Need more ideas? Come to an AmSpa Medical Spa & Aesthetic Boot Camp! Faculty experts Bryan Durocher and Dori Soukup share a ton of ideas on incentivizing your team. Click here to learn more about and register for AmSpa’s forthcoming Boot Camps. Make your plans today to join us in Denver in May, Dallas in July, Boston in September, Nashville in October, or Orlando in November. n

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Oxidative Stress ABOUT THE AUTHOR: Thomas E. Levy, MD, JD, is the author of Hidden Epidemic: Silent Oral Infections Cause Most Heart Attacks and Breast

OXIDATIVE STRESS IS THE SOURCE OF ALL ILLNESS

EIGHT STEPS YOUR PATIENTS CAN TAKE TO FIGHT OXIDATIVE STRESS (the Root Cause of All Disease)

Cancers. He is a board-

INCREASED OXIDATIVE STRESS IS THE SOURCE OF ALL ILLNESS

certified cardiologist and a

AND LEADS TO CARDIOVASCULAR DISEASE, ARTHRITIS,

lawyer, and is the author of

A VARIETY OF CANCERS, AND MUCH MORE.

10 other groundbreaking medical books, including

HERE, DR. THOMAS E. LEVY REVEALS

Curing the Incurable:

THE EIGHT STEPS TO HELP YOUR PATIENTS STOP

Vitamin C, Infectious

OXIDATIVE STRESS IN ITS TRACKS.

Diseases, and Toxins; Primal Panacea; and

By THOMAS E. LEVY, MD, JD,

Death by Calcium. He is one of the leading vitamin C experts in the world, and he frequently lectures at medical conferences and to groups of people around the globe about the proper role of vitamin C and other antioxidants in optimizing treatment protocols for the most common chronic degenerative diseases, including heart disease,

here's a lot of anxiety surrounding disease nowadays, as people seem to be getting sick left and right, and it's not clear why. Most of us know at least one person who has suffered a heart attack or courageously battled breast cancer or faced down some other formidable illness like Alzheimer's or Parkinson's. While many of us stress and worry about falling victim to a deadly health crisis, we feel largely powerless to protect ourselves from such a scary fate. But according to Thomas E. Levy, MD, JD, disease is far less random than we'd like to believe— and there's plenty we can do to prevent it. He says all disease comes down to a single factor: too much oxidative stress in your body.

cancer, and advanced chronic infections, such as Lyme.

"Oxidation is a normal component of the body's healthy metabolic activity," says Dr. Levy, author of Hidden Epidemic: Silent Oral Infections Cause Most Heart Attacks and Breast Cancers. "But thanks to our highly toxic lifestyles, a state of highly increased oxidative stress (IOS) is becoming the norm. MEDI CAL SPAS REVIEW•

This is the source of all disease. Anyone who wishes to stay healthy should identify and eliminate all ongoing new sources of oxidative stress on a daily basis." Surprisingly, the biggest source of IOS is the toxins caused by hidden dental infections, particularly infected teeth, infected gums, and infected tonsils. In fact, studies show that root canal-treated teeth and chronically infected gums cause at least 90 percent of heart attacks and 70 percent of breast cancers. Treating these kinds of infections in the mouth is a vital step in decreasing your toxic load (and thus decreasing IOS). But according to Dr. Levy, there are also lots of other ways to suppress the influx of toxins present in the body. "If you can better manage your toxic load and prevent new toxins from wreaking havoc in your body, you greatly decrease your risk of disease...all disease," says Dr. Levy.

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BECAUSE OF OUR HIGHLY TOXIC LIFESTYLES Keep reading for some ways to decrease toxins and lower your levels of oxidative stress. Identify and eliminate chronic infections (usually in the mouth!). Infections of the teeth are a significant source of pathogen-related toxins, says Levy. These infections are asymptomatic and often not seen on a standard x-ray. However, they can be seen by using 3D x-ray imaging. He advises having a baseline physical evaluation and 3D x-ray of the mouth. Over time you can use this baseline result to indicate the presence of new infections in the roots of the teeth. Measure your C-reactive protein (CRP) level. "Creactive protein is a protein in the plasma that indicates the level of inflammation in your body," says Dr. Levy. "Though normal range for this test is usually 0-3, your CRP should ideally be well below 1. Anything higher is an indication of increased oxidative stress."

Patients should request T3 and reverse T3 tests to correctly analyze their thyroid health. Many people need to supplement with T3 as well as desiccated thyroid to restore function." Assimilate micronutrients by consuming blended smoothies. The standard American diet consists of highly processed foods that lack beneficial micronutrients. Further, thanks to compromised gut health, many people fail to fully digest their food, which then putrefies and creates a host of toxins and toxic metabolic byproducts. To combat poor digestion and get the most nutrition from your food, Dr. Levy recommends pulverizing a variety of fresh fruits and vegetables, preferably organic, into a nutrient-rich smoothie on a daily basis. This ensures that you take in as many micronutrients as possible, which defends against IOS.

Balance your hormones. Low estrogen levels in women, low testosterone levels in men, and low thyroid hormones in both men and women all result in an increase in oxidative stress. And when oxidative stress is increased throughout the body, any focal infections present in the teeth and gums are more likely to become metastatic. Therefore, it's important to keep these hormone levels well within the normal range at all times. "Normal thyroid function is particularly important in preventing infected teeth and gums from producing increased oxidative stress throughout the body," says Dr. Levy. "Traditional thyroid testing reliably diagnoses only extreme thyroid problems and misses more subtle forms of dysfunction.

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Oxidative Stress

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Oxidative Stress

SOURCE OF IOS IS THE TOXINS CAUSED BY HIDDEN DENTAL INFECTIONS Stay away from calcium supplements. "Despite its popularity for treating osteoporosis, calcium supplementation is simply never good for you and should be avoided," says Dr. Levy. "When your vitamin D level is properly adjusted, you get all the calcium you need through your diet."

Dr. Levy recommends exerting some caution when supplementing with high doses of them. Vitamin D supplementation requires some blood testing to make sure the dosing is correct. (He does, however, point out that vitamin K is the one fat-soluble vitamin that has no toxicity.)

Avoid iron and copper as well. In addition to calcium, iron and copper are toxic nutrients. They are essential for life in a limited dosage, but become progressively toxic in larger doses. Dr. Levy says that you should never take an iron supplement unless you have an iron deficiency anemia. Additionally, you should never eat foods that have been fortified with these nutrients. (Read your food labels; many processed foods contain added iron!)

"Sweat out" your toxins in a far-infrared sauna. "Sweating is a much too little recognized way to safely detox your body," says Dr. Levy. "Many chelating drugs pull toxins from your tissues but don't fully remove them from your body. This can cause a new toxic effect from the toxins as those toxins mobilize and travel to new tissues. But sweating gives you an enormous detox with little acute toxicity in the process."

Use caution with fat-soluble vitamins. Unlike water-soluble vitamins, which demonstrate little to no toxicity in any dose, vitamins A, D, and E can eventually be pushed to toxic levels as they become increasingly concentrated in the liver and fatty tissues of the body.

Dr. Levy says a far-infrared sauna is superior for removing toxins because of the way the sauna heats the body. However, he adds that aerobic exercise— and sweating caused by aerobic exercise—is also an excellent way to detoxify.

ABOUT THE BOOK: Hidden Epidemic: Silent Oral Infections Cause Most Heart Attacks and Breast Cancers (MedFox Publishing, 2017, ISBN:

"Chronically increased oxidative stress can be bad news if left unchecked," concludes Dr. Levy. "But luckily there are lots of great ways to combat it. In a few simple steps, you can lower your toxic load, stop oxidative stress that might otherwise become deadly, and remove yourself from the danger zone of disease."

978-0-983-77287-3, $29.95) is available at Amazon.

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