Shifting focus in clinical settings
Spas were first designed to aid in healing with specific treatments. As we move into a new decade, we are seeing the evolution of Med Spas. The spa sector has continued to change to meet the demands of consumers. The relaxing and inviting environment of spas are the foundation of wellness centers and a new goal of Med Spa locations. Clients are constantly seeking new experiences, thus the incorporation of holistic and wellness services into med spa locations.
Medical spas (medi spas or medspas) — were typically defined as a spa-like facility that offers elective, often appearance-improving, procedures under the care and direction of a trained physician and a team of nurses and estheticians. The service offerings of a med spa continue to evolve, especially with the inclusion of wellness and alternative treatments to assist in addressing and healing all of the needs of clients. Med spas now consider the physical, mental and even spiritual aspects of patients visiting the locations.
According to the American Med Spa Association (AmSpa), the total number of Medical Spas in the US has reached 5,431 about 8.3% of the market. The average revenue for Medical Spa locations was $1.5M; with a 29% profit margin much higher than that of day spa which is around 10%. With an average spend of $465 in med spas compared with $91 in traditional spa locations. In addition, 65% of clients are repeat users of med spa services. The Swiss School of Tourism and Hospitality (SSTH) has projected the global medical spa market to grow at an annual rate of 12.2% between 2018 and 2025, reaching a total of US$27.6 billion.
Which would explain why main stream companies such as Bliss, known for fun services and products entered the med spa sector. The collaboration with Ideal Image (both companies are owned by Steiner) and three of the NYC based Bliss spas have expanded the service offering to include injectables, face tightening, and body sculpting. All of which meet the demand for minimally invasive procedures that are results-focused – the facial treatment segment accounted for one-third of revenue. While body shaping segment accounted for one-fifth of market revenue generated at med spa locations.
Trends in Med Spas
MEN FOCUSED SERVICES
Millennial men are changing the demographics of the med spa landscape. With a focus on looking good from every angle, millennials men have surpassed their Gen X and Baby Boomer counterparts and account for 20% of patients. A 2018 survey from the American Med Spa Association, found men outspent women by 13 percent in the Med Spa sector, and the number is expected to grow another 10% in the next decade. The demand from men has led to “brotox” parties where the clients can feel more comfortable in the setting. With locations such as the Club House in New York and GC in Baltimore, the trend is only growing.
AGE MANAGEMENT MEDICAL SPAS
Age management services that combine bioidentical hormone therapy with diet, nutrition, fitness, exercise, health, and well-being. Patients can spend thousands of dollars each year for a physician to supervise their age management regimen while undergoing an annual or semi-annual battery of hormonal, blood, dietary, nutrition, and physiological assessments. With all cohorts, except Gen Z striving to remain youthful, this trend is expected to grow over the next few years as well.
WELLNESS TOURISM MEDICAL SPAS
With Wellness being one of the biggest trends over the past few years, Med Spa’s locations are seeking ways to incorporate holistic services into the menu offering. According to the Global Wellness Institute, Wellness tourism is “the powerful intersection of two large and growing industries: the $2.6 trillion tourism industry and the $4.2 trillion wellness industry.” Holistic health and prevention are increasingly at the center of consumer decision-making, and people now expect to continue their healthy lifestyles and wellness routines when they are away from home. As a result of Wellness Tourism, the concept of east meet west has evolved into the Wellness Med Spas. The inclusion of – meditation, and non-invasive procedures. massages, facials, scrubs, wraps, oils, herbs and other therapies designed to reduce recovery time and issues, relieve stress, improve blood circulation, accelerate lymphatic drainage, provide nourishment to hair and the scalp, and help balance and ease the mind and body.
Also, traditional Med spas are incorporating complementary and alternative treatments such as acupuncture, integrative nutrition, life coaching, energy combing specialty services such as Reiki to the medical aspect liposuction, with weight management and fitness. There are new trends such as cryofacials which offer a results-focus, noninvasive treatment.
Brenda Cummings who is a Registered Nurse, has been in Medi Spas and Wellness Spas for over 18 years as a medical esthetician in Colorado. Brenda has seen a transition of clients and expectations, first hand. Brenda noted, “today, clients want one-stop shopping that offers wellness and results-oriented treatments.” Younger clients want “customize treatments that are less invasive, resulting in less downtime and more complete experience with a focus on full-body health,” says Cummings. It would seem Millennials fully understand the concept of preventative maintenance and are utilizing it fully. Also, the improvement in injections making them more effective and longer-lasting than topical treatments, has led IV treatment options to expand beyond traditional vitamin regimens such as B-12 shots. Now, clients are seeking IV treatments for hydration, and even injections to enhance the look and growth of hair. Cummings stated: “both men and women are seeking hormonal options to boost vitality and performance.” In addition, fitness, nutritional, and lifestyle offerings add to the concept of wellness, for both the mental and physical aspects of clients. The mindset has moved beyond simply looking good. The ultimate goal is to achieve “wellness inside and out” – which the combination of Wellness and Med Spa locations can assist clients in obtaining.
The revenue generated in the Med Spa sector has many in Wellness and Day Spa making the transition over to this sector. Rejuvenate Med Spa in Oak Brook, Illinois, is co-owned by Christina Imes, who formerly owned a Yoga and Wellness clinic before launching the location. Another location leading the trend the of Wellness and Med spa is Rejuvenation Wellness & Medispa in Natchitoches, LA. Their spa menu boasts a wide array of services from injectables (including Botox®, Juvederm®, Kybella®, and Restylan) to Cryoskin, Sclerotherapy and Dermaplaning to non-traditional services. The Mental Treatment menu includes guided meditation and Biofeedback. While the Spa Treatment offerings are very Eastern-inspired with Trigger Point, Myofascial Release and my favorite Cupping therapy; all of which are offered in one location. The Med Spa of Virginia in central VA has combined a traditional day spa, salon, and med spa under one roof to offer with Hungarian Mud Wrap, Brazilian Blowout, Dermatude and yoga, among a few of the experiences.
The options appear limitless for specialty spas which may include international medical spas, resort-based medical spas, cosmetic surgical spas, and others. With the boom in both medical and wellness tourism, especially in the US, it is very likely that destination health care institutions will be providing spa services to incoming foreign patients in order to combine their experience of a positive clinical combine with a caring and hospitable, spa-like setting.
There was a thought that the spa industry would diverge in two different directions, that Wellness or Medical. It seems those two roads have merged into one to create a holistic treatment of clients seeking to move from Wellness to Wellbeing.