Medical spas seem to be opening up everyday, or more physicians are adding cosmetic services to their practices and adding the phrase “medical spa or laser clinic” to their practice name. Whatever the cause of this increase in “competition” the fact is the more players there are, the more you have to step up your marketing campaign.

Potential clients have no idea who is “better” than whom, or who has the most experience, or talent. Point blank, their main concern when choosing a medical spa service provider is price. We have price shoppers calling everyday asking how much we charge per unit of Botox, or per syringe of a particular dermal filler. It amazes me that "A", Botox and fillers are so common and are injected in so many different types of practices that someone actually CAN price shop. And, "B", it amazes me that someone doesn’t even ask who is performing their injections and how much experience they have had. Since when is cosmetic medicine categorized like shopping for a handbag?

Here’s the conundrum we’re facing in our medical spa... laser lipolysis is our number one aesthetic service in our practice. So many physicians have added laser lipolysis to their practice in the hopes of generating revenue and, unfortunately, are having a difficult time getting business in the door that they’re offering ridiculous price breaks or coupons worth a very high dollar amount. What the unsuspecting client doesn’t know is how high they jack up their service price to allow for the coupon deduction. Plus the client knows nothing of the practice, who’s performing their procedure, etc.

We have recently had clients come in for complimentary consultations and asked us if we would honor our competitors coupons. My staff was taken a little off guard not expecting such a request.

My stance is that this is a medical practice, not a boutique, and there is certain room for negotiation in pricing, but honoring a ridiculous coupon just to get someone’s business isn’t worth the reputation we’re trying to maintain as medical professionals. Granted, some clients take their coupons away in a huff and say they’ll go elsewhere and only under my breath can I say you’ll get what you pay for!

I’m curious to know how other medical spas handle competitor’s coupons. Is there a limit to what you will accept, or particular services you’ll negotiate on? How far are you willing to go to acquire new clients?

Author: Paula D. Young RN runs internal operations and training at Young Medical Spa and is the author of the Advanced IPL & Laser Training course for medical estheticians and laser technicians.

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