By Paige Ramírez, COO and Senior Business Consultant at DermAesthetic Consulting Group
If you are opening a medical spa in Charlotte or trying to scale an established practice in the Charlotte market, one of the most important investments you will ever make is your team. You can have a beautiful location, the latest and greatest technology, a strong marketing strategy and hundreds of leads coming through your door but if you do not have the right people representing your brand and converting those opportunities into high revenue treatment plans, none of those things will matter nearly as much as you think they will.
One of the biggest mistakes I see practice owners make when hiring aesthetic providers or nurses or even patient coordinators is focusing almost entirely on the resume. How many years have they been injecting? Where have they worked? What certifications do they have? Those things matter, but they are only the beginning.
The bigger question is: Can this person produce revenue for your practice?
Is Your Provider Producing Six Figures or Are They Simply an Expense?
This is a question more aesthetic practice owners need to be willing to ask.
A provider can be technically talented and still be a poor financial investment for the business. If you are paying a significant amount of money in salaries, benefits, payroll taxes, bonuses and even continuing education, that provider needs to understand that their role is not simply to perform the treatment the patient requested. Instead, they need to know how to build relationships, conduct exceptional consultations, identify opportunities, educate patients and develop comprehensive treatment plans. They have to be able to sell the solutions the patient is seeking.
Top performing aesthetic providers understand how to take a new consultation and turn that conversation into a full treatment plan that is designed to create the best outcomes, best customer experience and meet the expectations the patient is seeking. Top providers understand how to build strong patient relationships that result in more revenue and better client retention.
For example, a patient may walk through your doors asking for Botox. Your provider could simply treat two areas and generate approximately $600 in revenue for the practice. There is nothing wrong with this transaction, but what if that patient also has concerns about skin laxity, pigment, texture, volume loss or overall skin health?
A highly trained provider knows how to uncover those concerns and build a treatment plan around what the patient actually wants to accomplish. Instead of a $600 translation, that consultations may become a
$3500 or great treatment plan that includes injectables, skin treatments, and medical grade skin care and a strategy for maintaining the patients’s results.
That completely changes the revenue per hour of your aesthetic provider. More importantly it changes the relationship with the patient. You are no longer simply providing Botox. You are becoming their trusted aesthetic expert.
This is why medical spa sales training and aesthetic consultation training are so critical for your team. The best providers know how to connect with patients, build rapport, ask the right questions and present treatment plans in a way that feels educational rather than transactional.
A Resume Does Not Tell You Whether Someone Can Produce
This is also where many traditional recruitment firms fall short. They recruit based on the resume because that is what they have been trained to evaluate. They look at years of experience, certifications, previous employers and technical skill set, but they often are not evaluating the things that ultimately determine whether that provider is going to produce an aesthetic practice.
At DermAesthetic Consulting Group, we look at much more than clinical experience. We want to know how this person communicates. Can they build rapport quickly? Are they comfortable talking about money? Can they explain value? Can they identify the emotional reason behind why a patient is considering treatment? Can they confidently build and present a comprehensive treatment plan? Can they overcome objections without becoming pushy? Can they turn a new consultation into a long term patient relationship?
Most importantly, can this person hit the KPIs and revenue expectations of the position?
There is a big difference between finding someone who can perform Botox and finding someone who can build a six figure patient base for your practice. That is why recruiting in aesthetics has to go beyond simply matching a resume to a job description.
At DermAesthetic Consulting Group, we were the first consulting firm in the nation to specialize in aesthetic provider recruitment. We understand the business side of aesthetics because we work inside these practices every day. We understand what top performing providers look like, how they should be producing and what separates someone who simply fills a position from someone who can actually contribute to the growth of the business.
For medical spa owners searching for aesthetic provider recruitment in Charlotte, nurse injector recruitment, medical spa staffing in Charlotte, aesthetic practice hiring, medical spa recruitment agencies or help hiring aesthetic providers, the goal should not simply be to find an available candidate. The goal is to find the right candidate who has the ability and potential to produce.
Culture, Training and Building a High Performing Team
Culture can make or break an aesthetic practice. One negative Nelly can effect your entire team, patient experience and ultimately your revenue. Patients feel when a team is disconnected, which is why culture fit needs to be evaluated during recruitment. You want people who believe in your brand, understand the patient experience you are trying to create and are truly in it to win it.
But hiring the right person is only the beginning. You also have to invest in developing them. Training you providers to build rapport. Conduct stronger consultation, and enhancing clinical skill set directly impacts their KPIs, patient base and revenue production.
Owners often look at training as an expense, but what is more expensive: investing in your team or paying a provider who consistently turns a potential $3,500 treatment plan into a $600 transaction because they were never taught how to properly consult and sell?
At DermAesthetic Consulting Group, we help Charlotte aesthetic practices recruit the right people and provide sales, consultation and operational training to help those employees become top performers. The goal is not simply to fill a position. It is to build a team that believes in your brand, hits their KPIs, grows their patient base and produces revenue for your practice.
