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Introduction What is Medical Spa ?

Start building the successful medical spa : Planning a Spa
by kristi langemo and kile law

This article was excerpted from the May 2004
The spa has performed thousands of treatments
and expansion already is being considered.
Kile Law, the spa's president, will present its
first-year experiences

The decision to open a day spa was almost an
accident for me. It began when my husband
Micael Law, MD, a board-certified plastic surgeon who had a practice
in Beverly Hills, decided to move back to his hometown of Raleigh,
North Carolina.

I had been working in Southern California at the time also. My background
in medical esthetics included providing training to physicians in micro-
dermabrasion, lasers, collagen injections, cellulite treatments and skin
care. I also completed a two-year stint as the West Coast director of
education for one of the largest lines of spa skin care products in the
world. Looking ahead to a future in Raleigh, my initial plan was to be a
stay-at-home wife and mom, and perhaps help in his office from time to
time. Although I had been a consultant for many physicians interested
in incorporating spa services into their offices, I never considered doing
it myself.

The concept for this medical spa first started when I suggested that my
husband use my four microdermabrasion machines in his plastic surgery
office. Once we had the mindset that we would be opening an office that
provided skin care, the spa seemed to take on a life of its own. Newly
pregnant-being a stay-at-home mom was a long way off- I felt I could
devote the time and attention necessary to starting a business.

Planning
The planning phase of opening a spa is critical and time-consuming.
The first question to ask is, "What kind of spa do I want to open?
My decision was obvious. With my husband as my business partner,
we would open a medical spa-specifically, a plastic surgery medical
spa.

The second consideration is the desired spa image.
Some spas are described as cozy, others as elegant,
still others as clinical. The overall atmosphere should
be determined depending on the type of services
provided. A spa should be visually welcoming, but the
sounds, smells and finishing touches all are critical
elements of a spa experience. From the moment clients
walk in the door, the experience begins.

Location
Location. Location. Location. You've heard the importance of location,
but what constitutes a good location? An established location with
demographics that suit the clientele you are seeking, or a site where
there is growth potential would both make sense. Choosing a site in a
retail center would produce a great deal of walk-by traffic resulting in
significant walk-in business. Often a retail space can have a hefty price
tag, but since every practice needs to advertise, one could include a
high traffic location as part of the start-up advertising budget.

Spa layout
A good architect can help to make a dream a reality. Although it is not
necessary that an architect have experience planning a spa, it makes
sense to choose one with experience in medical environments and other
businesses with some of the design features found in spas. Photos or
magazine clippings of appealing features or environments can help the
architect understand the desired aesthetic.

Spa branding
A theme that reflects in the spa's environment, logo and design can
help with name recognition and ultimately can build a strong brand.
At Blue Water Spa, the theme is water. The first critical design element
of the spa was consideration of interior waterfalls. I also wanted a spa
that would not be intimidating to men. Sleek, contemporary furniture
was chosen for the waiting area, not overstuffed sofas with throw pillows.
The rooms and waiting areas at the spa are private, keeping the
comfort of men in mind. Carrying the theme beyond the interior design
and into a logo helps to build a spa brand. Choosing a logo is a very
critical decision. Once it is chosen it probably stays with a company for
life, like it or not. The logo, other marketing and advertising materials,
and the spa's Web site should have the same look and feel.

Service choices
Deciding on the procedures and treatments to put on a spa menu can
be challenging at best. Successful businesses are about specializing
in a particular treatment, finding their niche and building their business
around it. We elected to provide services that we were knowledgeable
and passionate about, such as our signature facial. Exfoliation, lymphatic
drainage and oxygen treatments all need to be a part of a menu in a
medical spa as well. Again I looked to the experts for advice and training.
I also felt a true spa needed a wet room, so I looked to destination spas
to determine what equipment was most appealing to me.

Products and more
A very big decision for any spa owner is what products to offer. Every
spa should have an appealing retail area, with products displayed in a
way that is inviting and not overwhelming. Displaying descriptions
including prices can allow clients the opportunity to learn about products
at their leisure. The big question is what products are best for a spa, or
really, what products are best for your spa. Retailing skin care products
is critical to a spa's bottom line and to client satisfaction.
When choosing a skin care product line, there are three basic options:
name brand, private label and custom line. When evaluating a skin care
product line, there are a number of factors in determining which product
is right for you. Before examining a product, think about how the
packaging will work in your display area. The look, feel and smell of a
product are a consideration, as is the efficacy of the product. When
evaluating a product for its efficacy, ask to see the ingredient list and
all published reports about the product specifically.

The medical spa
Medical treatments actually were easier for my
husband and me to decide on because of our experience.
He provides a full range of plastic surgery for the face
and body. We also use injectables for soft tissue
augmentation such as fuller lips,and facial folds and
wrinkles. Many medical spas offer laser hair removal.
In many states, estheticians can operate intense pulse
light systems (IPL) because these systems are far less powerful than
lasers. IPLs have been recognized as devicesappropriate for a spa
environment.

Why a Holistic Medical Spa Concept?
People are becoming more and more
concerned about the adverse effects of
chemical medicines. Health issues and the
desire to maintain quality of life for as long as
possible are becoming increasingly important.
There is also a growing need for both
personalized health care and greater access to reliable health
information. These needs can be perfectly addressed in a Spa
environment, which positively affects body spirit and mind. Healers of
the past have already solved most health problems of today.
Unfortunately, most of their work died with them. Their voices have been
muted by the din of a thousand self-proclaimed experts and Magic
Bullet salesmen. Despite what you may hear, our health is deteriorating
year by year. The rates of all degenerative diseases are increasing
worldwide. We have more asthma, diabetes, cancer, heart disease,
depression, arthritis, allergies, digestive disorders, and obesity than
ever before in history. At the same time we spend more and more
money each year for "Health Care." We have more doctors and more
drugs than any civilization in history.

But it's not working. What's not working is the underlying idea. If only
doctors and drugs could give us better health, we'd already be better.
That is why the field of holistic medicine is growing so fast - its survival.
Have you ever thought how a normal life should be? You are born.
You rise without drugs and vaccinations. During childhood you have the
usual illnesses, you get through them with natural immune enhancing
supplements but without antibiotics or drugs, so you can build your
natural immune defenses. You don't eat white sugar, white flour, too
much industrialized meat or cheese, or drink homogenized and
pasteurized milk or soft drinks. You concentrate on a balanced diet,
only carbs with lots of fiber, good fats and protein, fruits and vegetables.
You never learn to drink coffee or to smoke cigarettes. The only
supplements you take are powerful whole food vitamins, enzymes and
minerals, which are part of your daily intake. You drink at least 2 liters
of water every day. Into adulthood, you never get sick: no colds, no flu,
no headaches, no overweight, no diabetes, any ADD, no "thyroid
problems," no panic attacks, growing pains, fatigue, or digestive
disorders, no high blood pressure. The only pains you experience
come from accidental injury.
Perhaps you do moderate exercise or sports activity
to maintain mobility and general fitness. You look to
the care of your spine. Your entire adulthood is spent
in this disease-free mode. As you age, your mind gets
sharper. You experience no heart problems, stroke,
arthritis, cancer, or osteoporosis, no Parkinson's or
Alzheimer's. You might think this is impossible? The
healthiest people in human history were groups who were geographically
isolated from "civilization." These people had no specialists, no
prescription drugs, and no immense hospitals. They were never
subverted with the idea that the responsibility for their own health lay
outside themselves.
Except in the cases of traumatic injury, for most of their lives they
looked to the body's inner wisdom, and trusted only that. And it worked -
they had beautiful teeth, strong bones, and very little degenerative
disease.
Now what is this little story teaching us? We don’t have to live
necessarily in isolation to stay healthy. However, we should isolate
ourselves from time to time from everyday life. In this term isolation
means to get rid of our everyday concerns, grief, stress etc. Our brain
is working on thousands of issues every second; the mind body
connection is suffering. Our cells are suffering and we become sick.
On top of this we poison our body with the wrong food, don’t exercise
and never pay enough attention to ourselves. Mainstream medicine is
symptom oriented and not cause orientated. The intricate connection
between the mind and body is undeniable, creating a need to address
both physical and emotional well-being when a person is faced with a
serious illness or while helping to avoid future health problems. It just
doesn't work to treat a person physically when an injury or illness
affects the whole person. There we come to the holistic approach,
which I will explain.

Holistic medicine is the art and science of healing that
addresses the individuality of a person - body, mind, and
spirit. In practice this means that every person is seen as
a unique individual, rather than an example of a particular
disease. Disease is understood to be the result of
physical, emotional, spiritual, social and environmental
imbalance. Healing therefore takes place naturally when
these aspects of life are brought into proper balance.
The role of the practitioner is as guide, mentor and role model; the
patient must be equally included - changing lifestyle, beliefs and old
habits in order to facilitate healing. Holistic Medicine treats people and
not diseases.

The best place for holistic medicine is a spa. The increasing visits to
Spas clearly indicate the shift of people’s attitude towards a healthier
life, quality aging, and therapies that will be gentler and more in tune
with the physiological body process. They want to be able to end life
unharmed and not, as so often today, after unnecessary senseless
treatment, ill-treated in body and spirit, poisoned and tortured. Spas are
nurturing places where the healing elements of nature additionally will
benefit the healing processes and the outcome of Holistic Treatments.

The Medical Spa - The Next Generation of the Spa Industry”…
The Medical Spa has only scratched the surface of its potential
evolution. Hospitals and Health Insurance companies are taking bold
new steps in the areas of ‘Alternative’ medical care and coverage.
Doctors in private practices are providing ‘spa-like’ services to patients
to ease and soften harsh clinical treatments….. This is the turning point
in the Spa industry towards medical Spas, which I see even more
moving to the level of a “Holistic Medical Spa”. Trends all over the
world clearly indicate an increase in alternative treatments and a
decrease in visits to Doctors offices. More and more people refuse the
irrespective torture of chemotherapy and choose the holistic approach,
which is focused on the individuality of the patient and not just the
disease. Quality instead quantity.

Individuality, instead of ignoring the uniqueness of
every human being. Either you upgrade your existing
Spa facility or you implement the idea of holistic health
in a new Spa, both ways you are going to attract more
people for a long lasting relation by addressing the
needs of the aging population and their children as well.
Doors are wide open right now, weather you address the
complete spectrum of holistic health at once or you
choose a step by step implementation, tailored to your expectations.
Targeting one specific group and field of Holistic Medicine can be as
successful as advancing to the “Center of Holistic Health”. There are
unlimited opportunities available: Holistic Medical Spa for Prevention,
to Holistic Medical Spa of Cancer, from Holistic Center of Cardio-
vascular Disease to Medical Holistic Spa of Alzheimer and Parkinson
Disease. Individualized Holistic Medical Spa for Woman, Men, children
or Families. It depends on your existing clientele or the new groups you
would like to attract. Location and structure of your Spa strongly will
influence and limit the way you might choose.

Professional consulting is mandatory in such a sensitive sector with
highly experienced MD’s & ND’s in the field of Holistic Medicine
together with the Spa Owner. Commitment and passion combined with
professionalism will be the ideal combination for the Future Spa
generation. ?

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