In the saturated market of aesthetic and regenerative medicine, success often hinges on a delicate balance of medical expertise, technological innovation, and savvy business acumen.
Dr. Mike, founder of the thriving Keep Glowing Medical Spa, shares his journey from the early days of navigating the pandemic to becoming a trusted authority in his field, giving inspiration to aspiring practitioners and seasoned professionals alike.
In this insightful interview, Dr. Mike discusses:
- His experiences and challenges
- Strategies for building a successful practice
- Practical tips for practice growth
Adapting to Market Trends During the Pandemic
Opening his aesthetic practice amid the uncertainties of the pandemic, Dr. Mike recognized the opportunity to meet the evolving needs of his clientele.”
“Everyone was extremely concerned with their aesthetic appeal,” Dr. Mike recalls. Zoom became the new mirror, and people were searching for solutions.
Leveraging his medical background and business acumen, he strategically positioned his practice to offer a mix of aesthetic treatments and regenerative services. Opening his practice during the pandemic’s uncertain throes, Dr. Mike discerned an opportunity amidst the chaos.
Driven by a commitment to excellence, Dr. Mike seized the opportunity to provide solutions that resonated with his clients, even amid uncertainty. “I knew I had to adapt and offer solutions that resonated with people’s current concerns,” he adds.
Deciding Which Aesthetic Services to Invest In
Dr. Mike openly admits to the learning curve he faced in selecting the right technologies. “I made some not-great choices in the beginning,” he laughs.
However, he swiftly rebounded by aligning his investments with market demands. “Body contouring became a significant concern, especially in the summer months,” Dr. Mike explains. It was during this time that he introduced the LIPOcel device, a non-invasive body contouring solution capable of delivering remarkable results without a trip to the plastic surgeon.
“It was a game-changer,” Dr. Mike recalls. “People walked out with measurable and visible results, and they’ve had no pain and no downtime, so they’re extremely happy about it. It was something unique because this was one of the first things to market with this type of technology. ”
So, should a practice take the lead in communicating the value of treatments, or should patients dictate their preferences? The reality is that both perspectives hold merit. However, discerning when to pivot and cater to the evolving demands of your target customer is paramount for maximizing business growth.
While generating revenue in the medical aesthetics industry is an important goal, understanding the needs of your target market and investing in treatments that will satisfy potential patients will ultimately take you there.
Working with O’Brien Medical Evolution
Central to Dr. Mike’s journey was his partnership with O’Brien Medical Evolution, particularly with Nick, a trusted advisor.
Their partnership exemplifies the power of collaboration and trust in achieving mutual success. Marketing efforts and a solid business plan are essential to achieving success in aesthetic medicine, but the value of relationships is often overlooked.
“Nick is more than just a salesperson,” Dr. Mike emphasizes. “He’s a relationship builder.” Unlike typical sales representatives, Nick prioritizes relationships over transactions. “Nick is there every step of the way, from selecting the right devices to providing comprehensive training,” Dr. Mike adds.
Investing in Partnerships that Prioritize Your Success
While there are many key players in the medical aesthetics market, from device distributors to marketing agencies and in-practice salespeople, the ultimate success often hinges on the quality of these relationships.
Dr. Mike’s experience with O’Brien Medical Evolution underscores the importance of finding a partner who prioritizes ongoing support and collaboration over mere sales transactions.
“Nick has been an awesome resource not only for the latest devices but for back-end support and making sure that everyone in the office knows how the machines work. He knows how to sell the machines but also knows how to sell the treatments to people. So, you know, great at teaching the sales aspect to everyone involved, while also caring.“
This approach stands in stark contrast to the norm in the industry, where many companies are “one and done” after a sale, leaving practitioners without the necessary support and guidance to ensure their success.
Refining Your Business & Marketing Strategy
Choosing marketing channels and experts wisely and targeting the right audience is crucial for any aesthetic medicine business. Drawing from his experiences and insights shared, it becomes evident that Dr. Mike’s approach to marketing is both strategic and nuanced.
Investing in Marketing
While digital marketing is often touted as a transformative tool, Dr. Mike underscores the importance of strategic investment and patience when trying to reach your target audience.
“You need to make sure you have quality people to come in there. Sometimes it costs a little bit more to get the good people in there, but it’s definitely worth the investment when you find the right people. And once they’re in front of you, it’s all about just knowing how to sell and knowing what people look for looking for and how to get them to close a deal.”
By staying attuned to market trends and competitor strategies, you can identify gaps and opportunities to innovate, ensuring that your offerings remain distinctive and compelling to both your target audience and the broader market landscape.
Partnering with the Right Marketing Experts
Dr. Mike advocates collaborating with experienced marketing professionals to optimize marketing efforts effectively. By outsourcing marketing tasks to specialized agencies, practitioners can tap into expertise in branding, content creation, and digital advertising.
“Finding a good marketing team that was able to really expand the presence, expand the reach, was really important for me. First off, to just build a name for myself and then being able to drive the leads into the door to get them in front of me.”
Navigating the complexities of aesthetics marketing, from email campaigns to search engine optimization, demands a deep understanding of the industry’s nuances. For medical practitioners seeking to optimize their marketing efforts, partnering with specialized agencies proves invaluable.
Agencies like salesMD are specialized in aesthetic procedures and equipped with the expertise to orchestrate marketing campaigns that seamlessly convert both potential clients and current patients.
Adapting Marketing Approaches
Underscoring the iterative nature of marketing strategy, Dr. Mike highlights the importance of continuous optimization and adaptation.
“Just think, pay attention to what’s going on the market, what your competitors are doing, and offer something more or beyond that. So, what’s going to make you stand out to the consumer as well as in the market? That’s going to be big. Watch what your competitors do and how you can do better than whoever else is out there.”
Dr. Mike’s marketing strategy is characterized by a multifaceted approach that combines market awareness, strategic partnerships, and continuous optimization.
By embracing both digital and traditional channels and targeting the right audience effectively, practitioners can enhance their visibility, attract new clients, and foster long-term success in the competitive landscape of aesthetic medicine.
Key Insights for Success
Dr. Mike’s journey from hospitalist to aesthetic medicine entrepreneur is marked by strategic decision-making, adaptability, and a commitment to quality. His insights offer a roadmap for success, blending medical expertise with business acumen to build a thriving practice.
Market Alignment and Innovation
Dr. Mike’s success hinges on his ability to align the services in his aesthetic clinic with market demand and leverage innovative technologies. By recognizing the increased focus on aesthetic appeal during the pandemic, he positioned himself as a provider of cutting-edge treatments, including non-invasive body contouring technologies like the LIPOcel device.
Investing in Relationships
A thriving medical aesthetics practice will be supported by key partners like medical professionals, marketing agencies, and device providers who prioritize the success and satisfaction of their clients. A key pillar of Dr. Mike’s approach is the cultivation of strong relationships, particularly with trusted partners like Nick from O’Brien Medical Evolution. Unlike conventional sales representatives, Nick prioritizes collaboration and ongoing support, offering valuable guidance beyond mere transactions.
Due Diligence and Quality Assurance
Dr. Mike emphasizes the importance of thorough due diligence when investing in new technologies and cosmetic procedures. By ensuring that vendors provide comprehensive backend support and prioritize the success of their clients’ aesthetic business, practitioners can mitigate risks, optimize outcomes, and ultimately elevate the patient experience.
Continuous Learning and Adaptation
Success in aesthetic medicine requires a commitment to continuous learning and adaptation. Dr. Mike’s journey highlights the importance of staying abreast of market trends, investing in professional development, and remaining agile in response to changing consumer preferences.
Final Thoughts
Dr. Mike’s journey is a testament to the transformative power of innovation, resilience, and collaboration. By combining medical expertise with strategic business acumen, he has not only weathered the challenges of the pandemic but emerged stronger and more successful. As he continues to evolve his practice with O’Brien Medical Evolution, Dr. Mike remains dedicated to delivering exceptional care and pushing the boundaries of aesthetic and regenerative medicine.
This interview offers a glimpse into the mindset of a visionary practitioner and serves as a beacon of inspiration for those navigating the ever-changing landscape of modern healthcare.
Ready to follow in his path of success? Contact O’Brien Medical Evolution today and learn how we can take you there!