Acara MedSpas Brochure
NEWS & MEDIA INFORMATION
Media Kit
About Acara
Acara MedSpas is an Acara Partners Company.
In 2005, Acara Partners spearheaded the acquisition and turnaround of a corporate owned medical spa company under their Acara MedSpas division.
Acara MedSpas is the industry frontrunner in developing, managing and marketing leading medical spas.
For more information contact:
Deb Roberts
(203) 488-0028 x. 306
droberts@acarapartners.com
New Medical Spa Business Blog, SpaBizMD.com, Goes Live.
Acara CEO, Francis X. Acunzo announces the launch of SpaBizMD.com an online business resource for the Med Spa industry. This Medical Spa business resource for owners, operators, physcians and investors features management and marketing advice, industry news and education.
Branford, CT (PRWEB) July 27, 2008 -- A new blog debuted this month to help those who are developing or managing a medical spa or aesthetic practice in today's turbulent economic times.
SpaBizMD.com is a Medical Spa business blog focused on providing expert advice and resources for owners, operators, physicians and investors. Featuring Med Spa industry expert, Francis X. Acunzo, this business blog serves as a central hub for collaboration, industry news, practical advice, and rich content on financing, Med Spa marketing, business strategies and effective operations.
"I'm thrilled to be able to provide an online business resource where people can gain insight, share experiences and keep abreast of Medical Spa industry happenings and educational events," said Mr. Acunzo, Founder & CEO of Acara Partners. "I have incredible faith in the industry and believe most Med Spas can succeed with the right dose of consistency in operations and well executed marketing."
SpaBizMD.com will also feature access to educational webinars, including the very timely session, 'Recession Proof your Medical Spa' and 'Top 10 Reasons Why Med Spas Succeed'. Registration for the webinars is available at the Medical Spa business blog SpaBizMD.com.
About Acara Partners:
Acara is the business team for the spa industry offering turnkey solutions to owners, operators, physicians and investors seeking to develop, manage and market their Spa, Medical Spa, or Cosmetic or Aesthetic Practice. Acara is led by industry leader Francis X. Acunzo and his team of expert consultants with over 25 years of spa, med spa and retail healthcare experience. To learn more visit: www.acaramedspas.com
Demand for US Med Spa Concept Brings Acara to UK
ACARA’s Medical Spa Team is selected to develop Plastic Surgeons’ Med Spa in London
Branford, CT, February 2008, -- Acara MedSpas www.acaramedspas.com announced that they have been contracted by two London plastic surgeons to develop the concept for their new medical spa. Acara sees rapid med spa growth in the UK and Europe in 2008-09 due to interfacing with more and more physicians from these regions at US tradeshows and as well as through increased interest by international research firms.
“We are very thrilled to be working abroad. The opportunity to develop a medical spa for two top plastic surgeons is exciting. The London market is ready for the spa experience that is a signature of an Acara developed Med Spa,”states Francis X. Acunzo, CEO. Acunzo is a 25-year veteran in the spa and hospitality industry and was one of the first innovators to put cosmetic laser equipment in a spa setting in the early 90’s. He has developed, owned or operated over 75 spas and medical spas in the U.S.
This will be the 19th medical spa that Acara has been hired to work on in the past 18 months. Acara’s development projects include everything from business plan and financial pro forma to site selection and design as well as competitive analysis, medical protocols, standard operating procedures, plus branding and marketing. “We can take a project from concept all the way to opening the doors.” states Barbara Murphy-Shannon, Vice President of Business Development for Acara.
“The big difference for most physicians is that this is a cash-based practice. Patients are paying out of pocket because the cosmetic procedures at medical spas are not covered by health insurance or a national healthcare program. The result is that this business model requires a different mindset. You’ve got to attract clients, give them the ultimate experience while providing the most effective, results oriented treatments.” says Acunzo.
According to the American Society for Aesthetic Plastic Surgery (ASPS) there were nearly 11.5 million surgical and nonsurgical cosmetic procedures performed in the United States in 2006. Surgical procedures accounted for nearly 17% of the total, with non-surgical procedures making up 83%. Acara anticipates this growth to be mirrored in the UK and Europe as consumers demand to look as young as they feel.
How to Win in the Competitive Med Spa World
Acunzo to Speak at the Medical Aesthetics Conference
Branford, CT, February 2008 -- Acara MedSpas www.acaramedspas.com announced that med spa industry expert, Francis X. Acunzo, CEO of Acara MedSpas will deliver 2 speeches and host one-on-one conferences at the networking roundtable at the Medical Aesthetics Conference which runs from Sunday, February 24 – 25, 2008 in Los Angeles, CA.
“I am honored to be speaking again at the Medical Aesthetic Conference, and to share my expertise with medical directors and business owners of med spas.”, CEO. Acunzo is a 25-year veteran in the spa and hospitality industry and one of the first innovators to put cosmetic laser equipment in a spa setting in the early 90’s.
The Medical Aesthetics Conference, in conjunction with the Spa & Resort Expo, is one of the longest running industry venues for both medical and spa professionals. It boasts top notch education, as well as an exhibit floor filled with the latest in technology, products and services. And Acunzo should know, he has developed, owned or operated over 75 spas and medical spas in the U.S.
Acunzo is the speaker at the following sessions:
Staying on Trend: How to Identify & Integrate the Latest Medical Spa Services that Drive Profit
Sunday, February 24 at 10:00 AM-10:45 AM
It is critical to keep your medical spa’s service program updated and on trend. But it is so easy to fall into the trap of over buying equipment or introducing “fad” services. Industry expert Francis Acunzo, will discuss how to identify and integrate on-trend medical spa services into your business in order to build revenue and drive your bottom line. (MEDMGMT02)
How to Win in the Competitive Medical Spa World
Sunday, February 24 at 1:45 PM-2:30 PM
Industry leader Francis Acunzo will review the increasingly competitive environment providing insight into the direct and indirect competitors that compete for market share within the world of cosmetic retail healthcare. In addition, he will identify effective strategies to beat out the competition to maintain and grow your business. (MEDMGMT05)
Industry Professional Networking / Roundtable Event (Open To All Conferees)
Sunday, February 24 at 2:30 PM - 3:30 PM
Come and join the top industry experts, including Francis Acunzo, in this innovative first of its kind networking event; where the industry experts are available for one-on-one consultations with you to answer your most burning questions. Don’t miss this event, be in on the ground floor of the support groups of the future. (IP)
Those interested in attending the Medical Aesthetics Conference should visit www.MedAestheticsConference.com
Interior Motives
When it comes to running a successful medical spa, don't underestimate the power of design.
January 2008
In business, it is often stated that to launch a new venture, you need three key ingredients: demand in the marketplace, skilled management, and capital. But when it comes to the world of medical spas, this three-variable formula is missing an element that is critical to the long-term sustainability and competitiveness of a medical spa: great design that successfully communicates a vision, mission, and concept. We often focus on our websites, advertisements, and printed collateral and lose sight of our most visual and experiential marketing asset—architecture and interior design.
Foregoing the utilitarian approach to design typically associated with a medical facility, you build expectations in the marketplace that must be met when you use the term "medical spa" to describe your business. Failing to meet those expectations can cause you to falter. Be sure to focus on the impact the facility will have on all five senses. Attention to detail is imperative in successfully turning a medical facility into a world-class medical spa. People often attempt to do this without the right professionals or with no professionals at all. When seeking an architect or interior designer, verify his or her experience in designing medical spa facilities. Great medical spas have one thing in common—their design is effective, efficient, and impactful.
BEGIN WITH A SOLID FOUNDATION
Effectiveness is the foundation of any design. When developing a medical spa, you need to forecast your sales to determine the size of your facility and create an architectural plan. For example, if you want a room for laser hair removal, then the space must be designed with the correct dimensions, systems (i.e. appropriate HVAC, electrical, and plumbing), and other operational support elements, such as storage and counter space.
The effectiveness of the design should be seen in all areas of a medical spa including the waiting area, front desk/reception area, treatment rooms, offices, staff/laundry facilities, and bathrooms. If there are issues with the design's effectiveness, you will constantly feel compromised in your ability to service your clients at maximum levels. Once the space has been designed, it is usually costly to fix later. Take the time to do the research, hire professionals, and speak to other medical spa owners and operators to help determine how you can make the space within your medical spa most effective.
KEEP THINGS RUNNING EFFICIENTLY
In order to run a sustainable medical spa business, it is important, as with any business, to be profitable and receive a certain level of return on investment. There are two areas of efficiency that you need to look at when designing a medical spa: the efficiency of the initial investment in the build-out of the space and the efficiency of the space to generate the highest level of revenue per square foot (minimally $500 annually per square foot) with the least amount of expenditure, thus maximizing operational profit. First, the initial investment in the interior of a medical spa should be based upon your concept which, in turn, must be aligned with the market in which you're doing business. If your mission identifies the high-end consumer as your customer, then the interior of your medical spa needs to be aligned with the market, and the investment will be reflective of that axiom. In turn, the price of your services need to also align with your market, thus providing the ability to still receive a solid return on the initial investment. Keep in mind that your medical spa will cost anywhere from $75 per square foot up to $300 per square foot, depending upon your geographic area and quality of materials.
Second, you can maximize your space to produce the highest level of profit by being efficient about the use of the space. Large spaces don't always translate to luxury or high-end facilities. An oversized treatment room can actually be disconcerting to a client, causing a feeling of exposure and insecurity. The best rule of thumb is to design each treatment area and support space, such as halls, waiting areas, and offices, as compact in dimension as possible while still providing the highest level of service. (A laser treatment room typically is no larger than 9 by 12 feet.) This can only be accomplished by hiring an experienced architect/designer who has worked on numerous spas and medical spas or by bringing in an experienced industry expert. For the overall size of your medical spa, the best rule of thumb is to start small and expand or eventually move to a larger space if needed.
MAKE AN IMPACT
Your medical spa design needs to be able to fully communicate the message of your vision, mission, and concept. This impact is found in the details of the design. The moment a client walks into a medical spa, there needs to be a "sense of arrival," which sets the stage for the entire client experience. For example, if you are seeking an environment that is clinical and credible, that has to be communicated in the design, especially within the reception area of your medical spa. Some basic elements of impactful design for medical spas include the following:
Lighting should be bright enough to give a clean look to the various client areas but soft enough to be comfortable. Use direct lighting to add impact and drama to your spa. Avoid fluorescent lights whenever possible because they are not visually appealing.
Waiting areas should be private and cozy so that clients can wait for or recuperate from their treatments comfortably. Make sure that the area has a refreshment bar either built in or as a piece of furniture that has been incorporated into the room.
Treatment rooms should be medical in feeling but not overly clinical. Use warm colors to accomplish this, and be careful with accessories such as vases, table sculptures, and more in treatment rooms. They tend to be distracting and reduce the level of professionalism.
The retail area should be adjacent and open to the front desk/reception area with sufficient shelving and lighting to display all of the products needed to support a medical spa. There should be both wall shelving and freestanding units. Only minimal seating should be made available in the reception/retail area to ensure clients will browse the merchandise.
Design a private room for consultation. The room should feel comfortable with minimum seating for three people and a flat-screen television to show treatment videos.
When launching or redesigning a medical spa, you are confronted with a long list of decisions, many of which can be changed or adjusted down the road. But when it comes to the interior design of your medical spa, it is almost impossible to make changes once you have opened your doors. The disruption and cost to the business would be prohibitive. Take your time, work with professionals, and invest your money wisely then just sit back and enjoy the success of a well-laid plan. —Francis X. Acunzo and Pia Prevost
Growing Medical Spa Profits
Francis Acunzo, founder and CEO of Acara Medspas, offers solutions for weeding out profit busters.
May 2007
The proliferation of medical spas opening their doors nationwide has everyone from entrepreneurs to physicians seeking to take advantage of this developing segment of the industry. But one of the major disadvantages of opening a medical spa is that, because it is a relatively new business model, there are very few comparable locations with enough history to benchmark.
Acara MedSpas refers to the pitfalls of the medical spa industry as "profit busters." There is a short list of profit busters that keep a medical spa from bottom line success, assuming it is in a good location with strong visibility and accessibility. Here, we take a look at each profit buster, along with an action plan to start your business on the path to profitability or help get it back on track.
1. HUGE MARKETING BUDGET
So often, medical spa owners throw money into marketing to increase or maintain sales volume. For spas that have been open more than 18 months, budgets should not exceed 10 percent of gross revenue. This quickly erodes profits. Unfortunately, we have all too often seen marketing budgets upwards of 30 percent.
2. INCORRECT MARKETING
It is essential to align your marketing with your audience in order to reach your target market in a cost-effective manner. Think in terms of quality versus quantity. The best marketing is your reputation and quality of service. Market your medical spa first and foremost with R&R—not rest and relaxation, but repeat and referral. Leverage the power of the internet with a robust website combined with e-newsletters and email marketing. It is critical to capture every email address, with approval, for all leads and clients. Be sure to incorporate public relations to balance and get the most from your budget.
3. NONEXISTENT SERVICE CULTURE
A medical spa provides medical services within a spa environment. Traditionally, the medical world does not focus on customer service but more on patient care and safety. In a medical spa environment, care and safety is still vital, but customer service is also imperative. The moment you add the word "spa" to your name, you build client expectations that need to be met or you will fail to grow your repeat and referral business, which is the least expensive and most profitable market. Remember, small and memorable moments create the overall experience, so attention to detail is a must.
4. STAFFING MISALIGNMENT
Too often, medical spa owners and managers schedule the team from 9 A.M. to 5 P.M. during the week. Though this may be more typical in a medical practice, the services being offered in a medical spa are purchased when the client has free time. This means understanding your market and scheduling adequate staff during the times they want to visit, which is typically after traditional work hours, such as in the evenings and on weekends.
5. OVERBUILDING OPERATIONS
Unlike the first four profit busters, this one is not as easy to solve. If you find that the 10 treatment rooms you built for your medical spa are not being utilized, it might not be your marketing, or it might be the size of your market. If you can't utilize your facility to its fullest, you will have more overhead than your business can absorb, thus decreasing profits. The first point of business is to examine your marketing and sales program to insure that it is effective. If it seems that you have more space than necessary, you may consider subletting your space to complementary businesses. This could include a chiropractor, a naturopath, an expert in Chinese medicine, or a nutritionist. Depending upon the layout of your location, you may be able to give space back to the landlord so he or she can rent it out. Determine whether you are facing a marketing and sales problem or if you overbuilt for your market, then take action to preserve your profits.
6. UNDERUTILIZING TECHNOLOGY
New medical spa owners often get very excited about the latest, greatest technologies available on the market. It happens, especially if you attend a trade show, which feels like a giant medical spa shopping mall. It is important to identify the service mix prior to making your technology selections. Your service offerings should drive your technology purchases; your technology purchases should not drive your service offerings.
This list of profit busters provides insight into common issues that can negatively affect your bottom line in a medical spa. It's important when starting a new medical spa to realize there is a period during the first six to nine months that your business will have more outflow than inflow, and it is essential to plan accordingly. Following these guidelines will help you plan.
—Francis X. Acunzo
Medical Spa Industry's First Full-Service
Management Program
Professional Management Oversight Equals Profitable Medical Spas
Branford, CT - March 3, 2007 - Industry Leader, Francis X. Acunzo and the Acara MedSpas corporate team announced their new full service medical spa management program today.
Acara's solution alleviates the day-to-day headaches of managing and marketing your own medical spa. "A MedSpa is a very different animal than a medical practice or retail store, says CEO Francis X. Acunzo. Physicians just don't have the time for the day to day details of running a complex personal care retail operation. However, they definitely see the strategic and financial rewards that come with MedSpa ownership."
Acara's star program component is its ongoing services, which varies greatly from franchise models. "Ongoing Management and Marketing are our specialty. Almost anyone with the right capital can open a medical spa, but most don't know how to run a profitable one," says Acunzo. "High sales, does not equal success unless you are able to produce profits. Are you actually putting money in your pocket or reaching in and taking money out at the end of each month? That's the real question and Acara has the answer." states Acara CEO, Francis X. Acunzo.
Acara MedSpas' Management Program is a turnkey management solution that is implemented by the onsite MedSpa Manager who reports to Acara's experienced corporate team. This allows for the MedSpa's management to stay completely focused on building the business through staff coaching, client consultations, and strategic partnership development. The Acara corporate team continually conducts research and development for new products, services, and software systems. In addition, all advertising and marketing materials are developed by Acara's corporate marketing team including sales campaigns, internet marketing solutions, print and radio advertisements, in-house promotions and sales formats.
Acara provides all of the benefits a large multi-site operation enjoys with highly skilled executives operating the business, buying power of a large corporation and the opportunity to share best practices across a group of MedSpas all experiencing similar successes and challenges each day.
"We have a MedSpa braintrust of information and data to work from. Having operated over 45 medical spas and 60 day spas give our locations a distinct advantage and we're just getting started", states Acunzo.
Connecticut Based Spa Industry Leader to Give Address at National Conference
Francis Acunzo Set to Deliver State of the Spa Industry Address in Los Angeles
Branford, CT - February 27, 2007 - Acara MedSpas CEO Francis Acunzo will be delivering the State of the Spa and Medical Spa Industry address, at the annual Spa and Resort/Medical Spa Conference and Expo in Los Angeles, held at the Convention Center on March 4-5. Acara, a leader in the spa and medical spa industry will also be exhibiting at the Expo to promote its Turnkey, Development & Management Solution to Medical Spa Investors and Owners. The conference and expo features workshops, guest speakers, and hands-on sessions from spa, medical spa and resorts experts from around the country.
"I am honored to be able to share my knowledge and experience with fellow spa executives, investors and leaders," said Mr. Acunzo. "The rapid growth of our industry has allowed so many in the U.S. to enjoy the many benefits of living healthier through a spa lifestyle. It is critical that we nurture and grow a sustainable industry that continues to support health, wellness and better living."
Mr. Acunzo is a noted industry speaker and has lectured for the Medical Spa Society, International Health, Racquet and Sportsclub Association (IHRSA), and International Spa Association (ISPA) and has been a contributing writer for Club Business International, Spa Business International and American Spa magazines. He has also guest lectured at Cornell's School of Hotel Administration, Babson College School of Business, Boston University's School of Hotel Management and Quinnipiac University School of Business.
He is on the Board of Directors for the Medical Spa Society, past President of the ISPA Foundation, past board member of the ISPA Board, past member of the Advisory Board for the Day Spa Association, and a former Chairman of IHRSA's Spa Advisory Board.
Connecticut based Med Spa Marketing Expert to Speak at National Conference
Debra Roberts to challenge owner thinking about MedSpa Marketing Strategies in Los Angeles
Branford, CT - February 27, 2007 - Acara MedSpas Vice President of Marketing, Debra Roberts, will be speaking, at the annual Spa and Resort/Medical Spa Conference and Expo in Los Angeles, held at the Convention Center on March 4-5. Acara, a leader in the spa and medical spa industry will also be exhibiting at the Expo to promote its Turnkey, Development & Management Solution to Medical Spa Investors and Owners. The conference and expo features workshops, guest speakers, and hands-on sessions from spa, medical spa and resorts experts from around the country.
"Marketing can play a major role in the success or failure of med spas. I am excited and honored that I've been asked to share my knowledge with the investors and owners of medical spas," said Ms. Roberts. "Acara brings proven methods and clarity to the support that can make or break a campaign. This is retail healthcare that needs to be positioned and promoted differently that traditional medical practices or spas. I plan to answer the questions about how to drive top line revenue and still be profitable, challenging traditional thinking, getting people to step outside their comfort zone and role up their sleeves.", says Roberts.
The medical spa industry is the fastest growing segment of the spa industry according to the Medical Spa Society. "This is a Baby Boomer driven market (43 - 61) with 78.2 billion people - 50.8% of whom are women. A staggering 7,918 is the number of people turning 60 each day in 2006 or 330 every hour. Plus, Echo Boomers support the med spa market (pre-teen - 25 year olds, making up one-third of the US population). We believe this young industry is going to serve its client base for a long time. People want to feel good about themselves; both inside and out and Acara MedSpas will continue to be the frontrunner supporting medical spa owners." says Roberts. (Statistics according to the US Census Report, 2005).
Ms. Roberts is an Art Director's Club and Mercury Award Public Relations award winner who joined Acara Partners with over 15 years of experience as a Designer and Art Director. She has facilitated the marketing, branding, advertising and promotion for 40 med spas.
Acara MedSpa Sponsoring National Event
Acara MedSpa to be "Platinum Partner" at Spa and Resort/Medical Spa Conference and Expo
Branford, CT - September 16, 2006 - Acara MedSpa, a division of Acara Partners, is preparing to act as the main sponsor at the fifth annual Spa and Resort/Medical Spa Conference and Expo in New York, held at the Jacob Javits Convention Center on September, 16th through the 18th. Acara, the "Platinum Partner", provided "unrestricted educational grants" in support of the event, which features workshops, guest speakers and networking receptions at the Javits Center, along with tours and hands-on sessions from spa, medical spa and resort experts.
"We are very excited to once again be sponsoring a Spa and Resort/Medical Spa Expo and Conference," said Acara CEO Francis Acunzo. "Previously, we sponsored the Miami conference in 2005. These events are extremely important to the growth and success of our industry."
As Platinum Partner, Acara will be sponsoring special networking events included as part of the paid education program of the conference. The education program consists of five concurrent tracks with daily themes: Spa and Resort, Medical Spa, Business, Trends in Health and Wellness, and Massage. The networking events cover three areas: "How to Build a Successful Spa", "Network among the Industry Experts", and a networking reception.
"As an industry leader, Acara is proud to be a part of an event which will bring together so many hardworking and dedicated people," said Mr. Acunzo. "The networking events each year help spa and medical spa professionals advance and grow in their businesses".
Connecticut Based Spa Industry Leader to Give Address at National Conference
Francis Acunzo Set to Deliver State of the Spa Industry Address in New York City
Branford, CT - September 14, 2006 - Acara MedSpas CEO Francis Acunzo will be delivering the State of the Spa and Medical Spa Industry address, at the fifth annual Spa and Resort/Medical Spa Conference and Expo in New York, held at the Jacob Javits Convention Center on Sept. 16-18. Acara, a leader in the spa and medical spa industry was named "Platinum Partner" for the event and will act as the primary sponsor for several networking receptions at the Javits Center. The conference and expo features workshops, guest speakers, and hands-on sessions from spa, medical spa and resorts experts from around the country.
"I am honored to be able to share my knowledge and experience with fellow spa executives, investors and leaders," said Mr. Acunzo. "The rapid growth of our industry has allowed so many in the U.S. to enjoy the many benefits of living healthier through a spa lifestyle. It is critical that we nurture and grow a sustainable industry that continues to support health, wellness and better living."
Mr. Acunzo is a noted industry speaker and has lectured for the Medical Spa Society, International Health, Racquet and Sportsclub Association (IHRSA), and International Spa Association (ISPA) and has been a contributing writer for Club Business International, Spa Business International and American Spa magazines. He has also guest lectured at Cornell's School of Hotel Administration, Babson College School of Business, Boston University's School of Hotel Management and Quinnipiac University School of Business.
He is on the Board of Directors for the Medical Spa Society, past President of the ISPA Foundation, past board member of the ISPA Board, past member of the Advisory Board for the Day Spa Association, and a former Chairman of IHRSA's Spa Advisory Board