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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.

Specialty healthcare practices are heading into 2026 under growing financial pressure. Reimbursements continue to tighten, payer scrutiny is intensifying, administrative workloads are rising, and margins are thinner than they’ve been in years. For ophthalmology, dermatology, and plastic surgery practices in particular, these challenges are compounded by complex payer mixes, evolving medical necessity rules, and a growing share of patient financial responsibility.

Every patient interaction shapes the quality of care delivered in the exam room. Those encounters also influence scheduling efficiency, staff morale, online reputation, and overall financial performance. When appointments go smoothly, practices benefit from higher patient satisfaction, stronger loyalty, and fewer disputes. When they don’t, the ripple effects can be significant — tension builds, workflows slow down, and staff burnout increases.

Medicare enrollment is a foundational component of successful business for specialty healthcare practices in dermatology, ophthalmology, and plastic surgery. Before a single Medicare claim can be paid, providers and organizations must be enrolled through PECOS, the Provider Enrollment, Chain, and Ownership System.

When it comes to something as personal and high-value as healthcare, your best advertisement is a happy patient. Cultivating a referral strategy at your practice keeps new, good-fit patients coming in the door while conserving your advertising dollars.

It doesn’t matter how much patient volume you bring in: If your billing is a mess, your specialty practice will struggle to show consistent profits.

Electronic health records (EHRs) have evolved dramatically since they first began to replace paper charts decades ago. What began as a digital filing cabinet has transformed into a command center for practice operations, patient engagement, and clinical decision-making. Now, a new wave of innovation is reshaping how EHRs will power specialty care in the years ahead.

The odds of a healthcare practice being audited took a tremendous jump this year. Proactive administrators are taking action now to make sure their practice is ready should auditors come knocking.