By Michael Meyer, Writer/Editor; and Madilyn Moeller, Editorial Assistant, American Med Spa Association

Eighteen months ago, COVID-19 emerged and changed the way people live their lives. Very quickly, "social distancing" became a familiar term, and how to wear a mask and use Zoom became a way of life. Many in medical aesthetics, and in all walks of life, also have experienced the heartbreak of losing friends and loved ones to the virus. Without question, everyone's lives are significantly different than they were before the pandemic began.

QP wanted to learn how the pandemic has affected medical aesthetics, so in this very special issue, dozens of people who work in and around the industry share what they have learned during this highly unusual time. QP spoke with physicians, nurses, physician assistants, lawyers, finance professionals, vendors, trainers and medical spa owners about how their lives and businesses have adapted—and are continuing to adapt—to the "new normal," and their insights reveal that medical aesthetics is resilient, innovative and strong.

Unfortunately, COVID-19 has not yet disappeared, and new lessons are being learned every day as people come to grips with the evolution of this pandemic. However, medical aesthetics is nothing if not resourceful, and as COVID-19 continues to demand thoughtful responses to difficult problems, the industry will undoubtedly be among the first to change with the times.

"Don't Panic"

Bryan Durocher
President, Durocher Enterprises
www.durocherenterprises.com

"Having been in business for over 20 years at the time of the pandemic's beginning, I did not panic, and I encouraged my clients not to either. Instead, we worked on proactive plans to shore up our resources and make sure cash flow was available to operate our respective businesses. I didn't worry about money; instead, I focused on things I had control over, like marketing to my existing base of clients, since travel and conferences were shut down, and I didn't have the ability to meet new prospects. I focused on retail product sales for myself and helped my clients create retail and e-commerce opportunities for themselves during the time when their businesses were closed.

"Personally, I made sure to focus on my family relationships and do things that brought me happiness, such as cooking, gardening, and hiking outside when possible to keep a healthy, positive attitude. Always start from a place of gratitude, and it will be easier to build upon whatever it is that you desire to make happen."

"A Personal Touch"

"Every Day Is a Gift"

Meredith Harris, NP
Founder, New Life Aesthetics (Raleigh, NC)
www.newlifeaesthetics.com

"The greatest lesson I have learned during the pandemic has been to take nothing for granted—health, wealth, love, family and friends. Each day as a mom, wife, business owner and health care provider is a gift and a blessing. During our office closure, family time was cherished, and I reconnected with sewing and art—the hobbies that brought me to aesthetics. I spent a lot of time reflecting on the things that were going right with my business and took the time to plan for the future viability, growth and sustainability of New Life Aesthetics. I also found ways to work smarter, and to delegate and share with my growing team so that I can experience better work/life balance."

"Prospering in the New Normal"

Erin Hennessey, APRN, DNP
Owner, Blush Aesthetics (Perrysburg & Toledo, OH)
www.blushnwo.com

"As a business, COVID-19 was very much unexpected and something we never anticipated. There were certainly several lessons that we learned:

Decent savings will help you manage the unexpected. We now strive to have six months' worth of overhead either in our savings or relatively liquid at any point in time.

How you treat your staff matters a great deal. We were able to retain all our staff members through the shutdown. We checked in with them, helped them find all the resources available to them, kept them up-to-date on what we were doing in the practice to provide a clean and safe working environment, and just let them know that we were thinking about them and were there if they needed anything.

We don't know what illnesses will come along later. We installed air purification systems and transitioned carpeted treatment rooms to waterproof vinyl flooring that can withstand significant sanitizing. We sanitize rooms with disinfectant between patients, just like we always have, and we continue to maintain patients waiting in their cars instead of in the waiting room. We continue to always provide for a three- to six-foot distance between patients. We are hopeful that this will minimize all types of communicable diseases in the future.

Communication is key. We not only communicated with patients directly on social media about what we were doing to our physical space to keep them safe and healthy, but also took pictures of us doing it. We made educational videos to show patients, so that when they did decide to come in for treatment after the pandemic, they were well-educated on the treatments we had to offer and could decide which ones would be best for them.

"All in all, I believe this will make us a stronger business moving forward."

AmSpa Members receive QP every quarter. Click here to learn how to become a member and make your med spa the next aesthetic success story.