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There’s been a lot of conversation lately about Gen Z “breaking” the traditional marketing funnel. Vogue Business put a sharp point on it in their recent piece, “Gen Z Broke the Marketing Funnel—What Now?” And while that framing is catchy, what’s more important for med spa leaders is this: Gen Z hasn’t stopped spending. They’ve simply changed how and why they spend, especially in non-surgical aesthetics.

The economy is on a wild ride. Government policies have been announced and rescinded at a pace that could give a watcher whiplash. Markets are swinging wildly on a mix of reality and conjecture that has consumers clutching their wallets. The Great Recession of 2008 showed us that while it’s more resilient than some sectors, healthcare is far from recession proof. Savvy practices are taking steps now to protect their businesses, whatever the economy has in store.

The aesthetics market is blazing hot, and the competition among med spas is just as intense. Med spas are under increasing pressure to not only attract new clients but also retain existing ones.

It’s not marketing’s fault—you’re probably losing most of your opportunities at the front desk. That first call matters, and you need someone who knows how to guide the right patients through.

Growth and profitability all starts with having solid financial data. Without it, you’re basically flying blind.

As the VP of Clinical Operations at Holden Timeless Beauty, Katie Martin, PA-C wears a lot of hats. While seeing patients, she leads the day-to-day operations of a thriving, multi-location medical spa which requires consistency across locations and experienced staff.

When you’re opening a med spa, the medical director is one of the most critical hires you will make.

Since Dr. Tiffany McCormack began her practice with just a few employees, she’s grown into a full team offering everything from lasers and injectables to vaginal rejuvenation in a 12,000-square-foot facility featuring a surgery center and a medical spa.