Here’s Kyla, one of our nurse practitioners. She loves the Aerolase, she uses is all the time. My other nurse, Julie swears by it. She’s been on that laser more times than I can even count. So what I decided to do was find, not create a new service, but complement a service. What would make Botox look better? What would make Dysport better? What would make anything that Venus Viva did look better and find a way to add it on? So instead of trying to sell two services you sell one combination service that complements each other it’s going to yield a better result. Do that over and over then you look into another device to add a new service. But master what you have first, master everything you can do first, combine everything you can first. You’re just going to get that better result.
So yeah, our largest, first capital equipment purchase was an Aerolase. We purchased Aerolase in April of 2017 is when we took delivery of it. I did do some research, we had a rep out who was fantastic back in February. We did think we needed about 30 days after doing some digging and talking with some people to find out what the best option for us was. What was the most diverse, what was going to be the least expensive forward. Consumable, maintenance, portability, things like that because another spa was in our sites because we had already signed a lease for a second location in January that was projected to open in May. So instead of buying one machine that I can’t move, I decided this would be a great option on top of everything it does because I can take it from place A to place B and keep our capital equipment overhead low.
There are a lot of options. Everyone’s going to say they have the best platform, the best laser, the best whatever the case may be, the best filler. But forget all that, what works best for you? What can you bring into your practice? What can you complement with what you already have? What can you maximize with what you already have? One, it’s going to save you money. Two, it’s going to let you grow. Three, it’s going to provide a better result to get that referral. That’s just going to grow your client base because without clients and growing and referrals, all we have are pieces of equipment that cost hundreds of thousands of dollars that don’t do anything. So after going over many options, I had 10 devices in front of me, I talked to ten different people about 10 different things. Everyone had a different opinion. I had to make the decision for myself. You will too. Everyone’s going to have to. It’s your bill, it’s your money, it’s your this. You need to decide what you want to do.
So a big reason I did pick it again is because too many FDA approved protocols they can touch on almost everything. Some of the other devices cost $100,000 more and did one or two things or three or four things and you could not move it. So I was looking at what were the biggest concerns we had. I heard acne nonstop, melasma, rosacea, we have a lot of psoriasis, a lot of toenails, a lot of skin tags. So that device, listening to the clients, listening to what they’re concerned with, just seemed like the obvious choice. Then again there’s no consumable costs with it. You don’t have to buy a lens every year or a cartridge that’s going to cost tens of thousands of dollars. Not a lot can really happen to it unless you abuse it. Its a solid machine plus it’s portable. I took it from locations one, two, and three multiple times before I got sick of having to move it around and losing money.
We found ways to use this machine extremely unique to create an added benefit to people that are already there to get their skin on the laser and kind of grow from there. You know it’s so watered down with Groupon and all these other things people are scared of laser. They see the horror stories. We found a lot of ways to introduce them to it slowly and that would generate a steady profit while keeping a reputation and an experience. Anyway, laser did help us grow extremely, extremely quick, adding these additional services to it. I paid my first advice off in 86 days. Finding ways to use it uniquely from teenager acne solutions to melasma, rosacea, things like that. Finding ways for them to … testimonials, what we were doing, how we were doing it, how it changed their life, the benefit of.
What I did do is I approached a friend of mine who had a teenager with acne in middle school. She was getting terrorized, she was getting bullied. So I approached him and gave him a very, very fair deal in exchange for the pictures in the top left corner. She’s a 15-year old girl in an all-girls school. It was after her fourth treatment wearing no makeup in about six. Called me in tears, called me crying, “I don’t have to hide anymore”. I think she looks fantastic. Results experienced in patient adoption. You know her friends would see it, her parents would see it, it just dominoed effect and we just had a mass upstream of income from the results this platform was making. So I had to buy a second one. I bought my second one in under 120 days. I was losing too much revenue and money having to move it from A to B because these other spas are twenty-something miles apart.
I can’t get back and forth, it just didn’t make practical sense when I sat down and decided, “Hey, I paid this thing off in 90 days. There is no point not to have another one”. Plus you get, obviously, tax deductions, benefits, things like that so it worked in my favor. We did that again. The third spa was open in October and I had another problem. I was losing money there so I added a third one after I paid off my second one just around the same period of time. So in a 9-month period I had three of these devices all completely paid within 90-days of the purchase. So, combination treatments, those are our biggest, biggest sellers. One person wants a filler but they skip something else. Then they call back well this looks good but this doesn’t, but this doesn’t. So we found ways to just put in combinations from skincare to laser to filler. Very, very rarely do we just sell someone exactly and only what they want against our recommendations for an optimal result.
We laser almost every single person that comes through the door. We do an add-on laser treatment on existing appointments. It’s just a positive stream of income because that person’s already in your chair anyways already paying your provider. So we do probably about eight or nine of those a day, an average of $199 times 3 machines, times 60 people a day across all the spas. If 80% of them just do the simple add-on, I mean that’s over $500,000 a year without selling a package. That’s just what’s made it work for us and why we were able to pay these things off and buy other machines, because we’re finding 9-10 ways to use this thing on completely different issues.
So what we do is, we wanted 1 million patients, we wanted 10,000 patients but you got to start with 1 and then you got to start with 2. There’s Groupon out there that we were part of in the beginning that we were extremely heavy on to build the business. I think it was the wrong way to go just because Groupon is everywhere. They’re hopping from here to there to there, you’re dedicating your time, education, and we we’re coming in at an extreme discount and then they’re going to the next Groupon spot right down the street. All the time your biggest value is your referral or your loyal patient, your member. What can you do for them? How can you get them to refer your business? How can we get them to get your name out there the right way? Those people coming in off a referral, they’re there to listen, they want to be educated, they’re no there asking what’s the deal I’m going to get. Everyone gets a grey field but everyone’s going to get even better result.