Cassie here! We’re back with part two of our Top Ten Mistakes Aesthetics Business Owners Make. Need to catch up on the first five? We got you here.
We talk to a lot of injectors–aspiring, expert, and everywhere in between. One thing that we all have in common? We all make mistakes. And on the road to becoming a master injector, or a business owner, there are PLENTY of chances to take a wrong turn. Believe us, we’ve been there. And we figured it out. And so you will. But lucky for you, we’re here to help give you a head start. We polled our top injectors from around the country and compiled a list of the top 10 mistakes aesthetics business owners make–and what you can do instead.
6. Taking on too much too soon
Yes, there are definitely some people who are ready to take a combined Botox and fillers class. And it can make total sense. You’re already motivated and excited to get started, and you want to save money by combining, and you know that the REAL money is in dermal fillers anyway. But if you’re not ready–ready ready–then this can be a bit of a trap. Let me explain.
PS–if you want to figure out which one you are, we have a quiz here.
It takes a lot of mental bandwidth, time and money to lift Botox® services off the ground. You need to get your malpractice, supplies, business setup, and client base (don’t forget this minor detail!). With time, your filler client base is going to come from your tox clients. You give your client a great tox treatment and they will trust you with her face for filler.
However, a lesson I learned the hard way is that you’re not ready to implement fillers on day one of your aesthetics journey. When we talk about filler complications, we discuss how the risks are much higher and require more preparation to treat than with Tox. It requires more knowledge and more time than you may have to give. Plus, you can’t give fillers if you’re operating in a mobile setting–this should be done in an office setting only.
I wrote an entire article about this topic of why it is smart to start with Botox®-only at first. And then as soon as you are off and running with tox and truly ready to implement fillers into your practice, then you go for your filler class.When you are ready to start offering dermal fillers, we offer Dermal Filler Policies and Procedures and Aesthetic Dot Phrases for charting them!
7. Not being strategic when you choose a lawyer
Let me start by saying–I am not an affiliate for AmSpa. I’ve never even been a member of AmSpa. But they DO offer a very valuable services to new injectors. AmSpa is the expert voice when it comes to who can do what when it comes to aesthetics, and can help you understand how certain rules apply to your practice on a state-by-state basis.
Their premium membership allows you to access your state’s Medical Aesthetics Legal Summary, which is an incredible resource. This will be the $795 option and is not the same as the basic membership–make sure you read the fine print because if you do not choose the correct package, significant parts of the Legal Summary will be redacted.
Now, I know, $795 sounds like a lot on top of many other new expenses you’ll be incurring. But here’s the thing–you’ve got to have a lawyer. And other options can wind up being much more expensive. I went the route of hiring a local lawyer who had experience working with Med Spas and had experience representing injectors in malpractice cases to help me navigate my state’s law. And let me tell you–it got expensive pretty quickly. I wound up spending much more than $795 and I didn’t have the same black and white answers I may have gotten with a service like AmSpa. Ultimately, I think it’s a solid investment on getting the answers you need from authorities in medical aesthetics that you can trust.
Are you wondering if you are wondering if you need a medical director?
Who can be your medical director? Does a physician need to be any part owner of the practice? Who can fire a laser? These questions should be answered in your state’s Legal Summary.
Another benefit to membership is that you get a free call with the lawyers affiliated with AmSpa. If you are left with a question or two that is specific to your situation, then this could be an opportunity to get this answered if it is straightforward. Which it seems to rarely be in aesthetics! If you are an MD, NP, PA or RN looking for a Medical Director Agreement in a state that does not require an Managed Service Organization (MSO)/ Managed Service Agreement (MSA) I’d recommend you check out the Medical Director Customizable Templates we offer. We also offer customizable Policies and Procedures.
8. Forgetting to actually market your business
New injector wishful thinking! It was Suzanne Jagger herself who first gave me this phrase, “If you build it, they won’t come!” Which is the complete opposite of what we’ve been told!
When I started my business, I assumed that my friends would all come to me and then refer their friends and that would take care of my client base. Wrong! Friends will support you, but when it comes to building a clientele, your new best friend is going to be Google.
It’s a different time. We are no longer relying on word of mouth referrals primarily. We have the internet, baby, and we want to see hard evidence of which businesses we should support. Sure, you might start off a handful of referrals through word of mouth, but best believe that client will Google you before they make their appointment. You’re going to need Google My Business, Instagram, Facebook, and a website. And that’s just to start–you’re probably going to need a TikTok too.
Your potential clients want proof. They want before and after pictures as well as a way to feel you out as a person and as an injector. People want to relate to the person they’re trusting their face with! The truth is–learning to inject is not the hardest part of this job. Becoming a business person is. The marketing skills you are going to now require are much further from your traditional background than injecting someone’s face. Running your own practice will require you to wear many, many hats–simply being a great injector isn’t going to cut it.
9. Not planning to eventually have a brick-and-mortar location
Ok, I hear you. Getting a van and doing mobile-only can be a GREAT way to start in this business. And it was 100% my plan–I even had my husband scoping out conversion vans. There are a LOT of perks about this plan, but there’s also quite a few flaws. Like, did you know how expensive it can be to purchase and adapt a conversion van, bus, etc.? Like $75,000 plus expensive. Which is, like, years upon years of sub-leading a space expensive. And, spoiler alert, you’re going to need to save the investment for the expensive pharmaceutical orders you are about to be placing.
And let’s talk about touch-ups. Touch-up appointments to tweak any remaining wrinkles or asymmetries are a part of a complete treatment. There is a reason you don’t see established practices driving half the day to their clients. Think about your time and gas costs. If you can fill your day with people driving to you, it makes much more sense. You won’t be able to right out of the gate, but that’s the eventual goal.
This is not to say that offering mobile services is a bad idea! I built my business with Botox™ Parties. I love concierge tox. It will set you apart from the competition. But all you need is a chair, decent light, and a clean working environment to inject Botox™. Anyone hosting a party will hopefully have these elements. If not, I’d be concerned about them paying the bill!
There is a weird mental block on committing to a brick and mortar. It feels overwhelming. And it doesn’t need to be! You can rent a room out of an established salon, doctor’s office, you name it. Even better if there is a built-in clientele there. In my first room, I sub-leased a handful of days a month for $250/month. And as I grew, I got my own single room. Then a second room. And now my own little building that I sublease to another small business. You don’t know where your business will take you and how big it can or will be.
The potential for your future growth is exactly why you don’t want to limit yourself (or your bank account) to a single van-room. If you grow to add an esthetician, laser services, multiple injectors, you have outgrown that million-dollar van. Which is likely not paid off yet. When you are in the growth phase, you are likely investing every dollar back into the business. That van could be a laser.
Getting saddled to a brick-and-mortar feels like a big decision. It feels like you’re choosing college all over again and deciding your whole future. But just like picking a college, most of us aren’t even doing what we went to school for the first time around. Plans change, lives change, markets change. You will be changing with it all. You don’t know what you don’t know. So, find a college–I mean space to rent–that makes sense for you at this time so that you can pivot when you need to.
10. Assuming the business will success because you are a strong clinician
As medical providers, it can be scary to depart from steady and lucrative employment. When considering entrepreneurship, it is most conservative to come from a financial place of strength and have you personal finances in order. Before you are ready to take on profit and loss statements, you need to have a good understanding of where you are starting from. I’d recommend having a minimum of 6 months of living expenses saved up and accessible. I’d also recommend understanding your net worth. I can go on and on about personal finances as it is a passion of mine, however, I’ll save that for a future article!
Once you do take the leap into entrepreneurship, you absolutely must dive into the numbers. It is not a given to be profitable in aesthetics. In fact as a small business and new injector it’s an uphill battle. I’d recommend reading business books, finding a mentor, and surrounding yourself with a good CPA and bookkeeper. There is plenty of room for success when you have the right tools and the passion to run your own business. But, it will not happen if you neglect the business side. Dedication to your craft as an injector is what draws most clinicians into this field. However, dedication to marketing, cost of goods, legal aspects, and management are what makes a small business thrive.
Looking for more guidance on your steps into entrepreneurship?
We highly recommend training with Injectables EDU. Our Botox and Business Training Course is a great place to start. We offer in-depth clinical and business information and ongoing mentorship. All classes are not created equally and it’s worth it to travel for a foundational course.
Think you might be ready to train on Tox, Dermal Fillers, and business? You can take our quiz here to confirm and then sign up for our bundle Tox and Dermal Fillers combo training!
Or, if you have questions about which option works best for your goals, you can schedule a FREE mentoring call with Injectables EDU to talk it out with an expert.
