Features Overview

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Morning Sessions: Saturday, February 10th, 2017

General Session (Room: Ironwood 5)

8 – 8-30 am: Welcome: State of the Medical Spa Industry

Speaker: Alex R. Thiersch, JD

The medical spa industry has become an industry unto itself that needs its own definition, its own resources, and its own data. It can no longer be considered a subset of plastic surgery or cosmetic dermatology, especially because more than 70% of the doctors in this industry are non-core. And while there is a growing overlap with the spa industry in terms of customer service and marketing, medical spas have vastly different price points, more advanced available technology, and unique legal and regulatory challenges. It is an industry that, by itself, generates nearly $4 billion in revenue a year; that has doubled in size during the past five years; and that projects to double again by 2020 is clearly worthy of its own categorization.

8:30 – 9 am: Medical Aesthetics Legal Landscape: Where We Were, Where We Are, Where We’re Going

Speaker: Alex R. Thiersch

The medical spa and medical aesthetics industry has come a very long way since its inception approximately 20 years ago. And although the medical spa industry is making strides to become more compliant and more consistently regulated, there is still a long way to go. Based upon the different data points, it can be safely said that most medical spas are operating non-compliantly in some fashion. AmSpa estimates that no fewer than 50%—and it could arguably be much higher than that—of medical spas are violating the law in some fashion.

9 am – 9:30 am: The Medical Spa Success Eco-System

Speaker: Tim Sawyer, Crystal Clear Digital Marketing

Medical spas and medical aesthetic facilities are vastly different than both the medical practice and the traditional spa business model in a number of ways, most importantly in its business aspect. Although regulated like a medical practice, in order for medical spas and medical aesthetic facilities to be successful, they must embrace the reality of retail medicine. In order to do this, they must develop a medical spa success eco-system, consisting of:

1. Outside marketing;
2. A profit-driven team;
3. An in-depth consultation process; and
4. Package development and upselling.

9:30 – 10 am: The Top New and Evergreen Treatments for Your Medical Spa

Speaker: Terri Ross, Lasky Aesthetics & Laser Center

Treatments are the most exciting part of a medical spa business and they are developing at such a rapid pace that it is difficult to keep up! Find out more about the top medical spa treatments for your medical spa and medical aesthetic facility, and learn how to identify what treatments will work best for your patient demographic and your bottom line.


General Session Breakouts (Rooms: Ironwood 5-8)


Ironwood 5

11 am – 12 pm: The Future of Aesthetics Panel—Medical Spas, Core Doctors, and Entrepreneurs, Oh My!

Moderator: Alex R. Thiersch, JD, AmSpa

Panelists: Landon Pryor, MD, Transformations Plastic Surgery; Brandon Robinson, Skin Body Soul; Louis Frisina, Frisina Consulting

Medical aesthetics is an industry in the midst of evolution, with a number of moving parts, including the forever-changing regulatory landscape, professional profile and treatment types. Along with that, franchises and hedge funds are becoming a reality faster than anyone in the industry could have predicted. Learn from experts in the industry what this means for its future.

Ironwood 6

11 am – 12 pm: The Medical Spa Success Eco-System Panel

Moderator: Tim Sawyer, Crystal Clear Digital Marketing

Panelists: Bryan Durocher, Durocher Enterprises; Dori Soukup, InSPAration Management; Justin Harper, MD, Juvly Aesthetics; Terri Wojak, True U Education

Go deeper into the details of how to implement and incorporate a successful medical spa eco-system into your aesthetics practice and ask questions of the top consultants in the industry. Learn the most lucrative outside marketing efforts, keys to developing a profit-driven team; the facets of a lucrative consultation process; and finally tips for building and selling packages and add-ons.

Ironwood 7

11 am – 12 pm: The Legal Landscape

Speakers: Michael S. Byrd, JD, and Jay D. Reyero, JD, ByrdAdatto

Explore the common legal and regulatory mistakes and issues that arise in medical spas and medical aesthetic practices and how to avoid them during this session. Medical aesthetic legal experts Michael Byrd and Jay Reyero will walk you through the pitfalls that every medical spa faces, including failure to conduct an initial exam, improper payment through the commission structure, treatments being administered by improper providers and much more.

Ironwood 8

11 am – 12 pm: The Top New and Evergreen Treatments for Your Medical Spa

Speaker: Terri Ross, Lasky Aesthetics & Laser Center

Delve deeper into the profitability of the top treatments in the medical spa and medical aesthetic industry, and learn how to identify whether a medical spa treatment is right for your treatment menu. Learn how to read a profit and loss statement, figure out who is the right provider for the treatment and how that adds to the bottom line, and how to group packages and sell series in order to make all of your treatments contributors to a higher bottom line.


Afternoon Sessions: Saturday, February 10th, 2017

General Session (Room: Ironwood 5)

1 – 1:20 pm: The Crazy Ones: How to Identify, Weed Out and End Relationships With Bad Patients

Speakers: Terri Wojak, True U Education

Believe it or not, one of those most important challenges of owning and running a medical spa or medical aesthetic practices involves more than a needle or a laser. Instead, it involves insight and the ability to understand people. Too often, this industry attracts incredibly difficult patients and knowing how to deal with them—and, sometimes, how to avoid them—can be more than half the battle. 

1:20 – 1:40 pm: Busting the Myth: You Can’t Make Money on Injectables

Speaker: Shawna Chrisman, NP, Destination Aesthetics

Cosmetic injectables are the most sought-after treatments in the aesthetic industry. Learn how you can maximize your ROI by leveraging injectables in your practice, and how you can turn your smallest treatment room into the most profitable square footage in your office.

1:40 – 2:20 pm: How Medical Spas Can Successfully Partner With Plastic Surgeons Panel

Moderator: Alex R. Thiersch, JD, AmSpa

Panelists: Michael S. Byrd, JD, ByrdAdatto; Renee E. Coover, JD, ByrdAdatto; Landon Pryor, MD, Transformations Plastic Surgery; Stanley A. Okoro, MD, FACS, Georgia Plastic & Reconstructive Surgery; Christina Imes; Rejuvenate Med Spa

In this panel, learn how both physician- and non-physician-owners have successfully worked with each other for strong, successful practices.

2:20 – 3 pm: Team Compensation: Pay by Performance

Speaker: Bryan Durocher, Durocher Enterprises

The wrong compensation program is the No. 1 reason why most medical spas are not profitable. Learn a legally compliant pay structure that is fair and equitable to you and your team

  • Learn how retail, pre-booking, series sales, and new clients need to tie performance.
  • Identify which compensation plans work and which ones don’t.
  • Learn how to take your team through compensation changes without a walkout.
  • Discover what employee benefits are key to retention.

Clinical Track (Room: Ironwood 7)

1 – 1:40 pm: Brows on Fleek: Microblading Tips, Techniques and Demo

Speaker: Maegen Kennedy, Fleek Brows Microblading Training

Discover tips and techniques to a successful microblading procedure. Fuller eyebrows through microblading are here to stay and patients are seeking highly qualified, safe environments to have this procedure done. Learn how to successfully screen patients for this procedure, how microblading grew my practice and much more!

1:40 – 2 pm: The Most Profitable and Most Effective Chemical Peel Options for Your Medical Spa

Speaker: Candace Noonan, Environ Skin Care/Dermaconcepts

Chemical peels are one of the top ten most revenue generating treatments in medical spas. Learn about the most profitable and most effective chemical peel options for your medical spa and medical aesthetics practice. The industry has made great strides in this area and, because of this, the need for the traditional aggressive approach to peeling no longer exists. Instead, professionals can work with skin physiology to induce better—and safer—results. Repetitive light peeling and new formulations, backed by science and clinical studies, ensure effective options that create extraordinary results and patient satisfaction.

2 – 2:20 pm: Is Vaginal Rejuvenation a Game-Changer for Your Business?

Speaker: Tamra Schue, DNP-FNP-C

Vaginal rejuvenation is a service that promises to bring big returns in the very near future for medical spas. Discover how to incorporate it into your business and help it become the solution your female patients are seeking.

2:20 – 3 pm: Creative Filler Treatments to Please Nonsurgical Patients

Speaker: Justin Harper, MD, Juvly Aesthetics

Learn out-of-the-box ways to offer filler treatments to please and impress picky nonsurgical patients.

Supplier Classes (Room: Ironwood 6)

1 – 1:30 pm: Environ Supplier Classroom

1:30 – 2 pm: Care Credit Supplier Classroom

2 – 2:30 pm: Environ Supplier Classroom

2:30 – 3 pm: Viora Supplier Classroom


Crystal Clear Digital Marketing CEO Training (Room: Ironwood 8)

1 – 3 pm: Closed Session

3 – 3:30 pm: Building a Killer Social Media Strategy

Speaker: Thomas T. Jeneby, MD

Discover why social media is one of the most powerful tools in the digital space today. Learn how to leverage free outlets, including Facebook, Snapchat and Twitter, from San Antonio’s top plastic surgeon, who has singly handedly transformed his practice through the use of today’s most popular social mediums.

3:30 – 4 pm: Leveraging Opportunity Management Software to Grow Your Practice

Speaker: J. Timothy Katzen, MD, FACS

Learn why using an effective opportunity management system will increase patient acquisition and retention, increase ROI and enhance your practice’s profitability. Discover how to successfully implement opportunity management software into your practice’s day-to-day management and how to fully leverage its endless advantages.

General Session (Room: Ironwood 5)

4 – 4:20 pm: Is It Time For Your Medical Spa to Grow? Identifying and Implementing Tried-and-True Growth Strategies

Speaker: Matt Taranto, Mint Aesthetics

If you’ve made it past the start-up phase with flying colors and are looking for insight into how to take the next step in growing your medical spa or medical aesthetic practice, this course is for you. Learn tips and tricks for pinpointing the right steps to take your business to the next level.

4:20 – 4:40 pm: A Blueprint to Building Your Dream Team

Speaker: Dori Soukup, InSPAration Management

Learn how to select, hire and train your team! Success requires a team. Building a dream team is the best way to ensure accuracy, consistency and growth. Attend this session and discover the innovative C.L.A.R.I.T.I. hiring system. Learn tips on how to recruit, hire and train your team to set them up for success. This system and tools are guaranteed to positively impact your business and income.

4:40 – 5 pm: Purchasing Big Ticket Items for Your Medical Spa

Speaker: Bryan Munshower, Beauty Marx

One of the biggest challenges in a medical spa is procuring the equipment your business needs without going broke. During this session, learn tactics and strategies for purchasing big ticket items for your medical spa.

Clinical Track (Room: Ironwood 7)

4 – 4:20 pm: Dangerous Rejuvenation: Lasers and Energy Devices–How to Stay Safe in the Treatment Room

Speaker: Patti Owens, RN, BSN, MHA, CMLSO, CNOR, AestheticMed Consulting International

Many dangers can occur for the price of rejuvenation. Eye damage, skin burns, inhalation of noxious odors, electrocution and fire hazards are only some of the dangers that exist for both the patient and clinician! Creating a compliant laser/IPL/radiofrequency safety program can be an overwhelming and daunting experience. This presentation will concentrate on the establishment of the appropriate administrative, engineering and procedural safety practices. Clinical strategies for a safe and compliant aesthetic practice will be presented.

4:20 – 4:40 pm: Thread Lifting: A Non-invasive Alternative to Injectables

Speaker: Suzanne Munshower, Beauty Marx

Thread-lifting is a noninvasive treatment that can provide an alternative to injectables. In this course, learn more about polydioxonone (PDO) thread applications for non-surgical aesthetic and body procedures; how to combine PDO threads with injectable fillers; and understand curve and how to correct common issues.

4:40 – 5 pm: Increase Your Bottom Line With Microneedling

Speaker: Michael McKenna, Vice President of Sales, Bellus Medical

Microneedling is a treatment that seems simple, yet has many different facets—and regulations—associated with it. In this session, learn how microneedling can benefit your practice and how best to offer this service to your patients.

Supplier Classrooms (Room: Ironwood 6)

4 – 4:30 pm: Supplier Class TBD

4:30 – 5 pm: Supplier Class TBD

Crystal Clear Digital Marketing CEO Training (Room: Ironwood 8)

4 – 4:30 pm: Advanced SEO Techniques: How to Successfully Compete on Google

Speaker: Tim Sawyer, Crystal Clear Digital Marketing

Looking to increase your medical spa or aesthetic practice’s organic search engine rankings without having to pay for Google AdWords? Uncover the tips, tricks and tools behind SEO best practices, and learn how to successfully gain traction on Google without having to sacrifice your practice’s current marketing budget.

4:30 – 5 pm: Find, Serve and Keep Patients More Profitably: The Crystal Clear Solution

Speakers: Tim Sawyer and Adam DeGraide, Crystal Clear Digital Marketing

Led by Crystal Clear founders Adam DeGraide and Tim Sawyer, discover how to fully harness the industry-changing Crystal Clear system and transform your aesthetic practice in today’s digitally-driven ecosystem of consumers. Learn everything there is to know about the industry’s only solution for managing all aspects of your practice so you can focus on what you do best: loving and serving your patients.

Education Sessions: Sunday, February 11th, 2017

General Session (Room: Ironwood 5)

8 – 9 am: Medical Aesthetics Leaders: Lessons I've Learned Panel

Moderator: Alex R. Thiersch, JD, AmSpa

Panelists: Terri Ross, Lasky Aesthetics & Laser Center; Matt Billingsley, CoolSprings Laser Aesthetic & Skincare Center; Landon Pryor, MD, Transformations Plastic Surgery; Christina Imes, Rejuvenate Med Spa; Brandon Robinson, Skin Body Soul; Stanley A. Okoro, MD, FACS

Ever wanted to pick the brains of the best in the business to learn the secrets of their success? Now’s your chance! Don’t miss this incredibly informative keynote panel to get a peek inside the minds of the medical aesthetics industry success leaders.

9 – 9:20 am: How to Effectively Use Digital Marketing to Increase Conversion

Speaker: Tim Sawyer, Crystal Clear Digital Marketing

One of the most common challenges for modern aesthetic practices is quantifying the revenue driven by their digital efforts. Gain an in-depth understanding of how the top practices implement and execute their marketing initiatives, and learn why conversion is the ultimate metric for measuring your business’s success.

9:20 – 9:40 am: Millennial Treatments: Building Lifelong Clients

Speaker:  Thomas Jeneby, MD

The Millennial generation has overtaken the Baby Boomers as the largest generation and, even now, they are showing their economic power, causing large brands to learn how to speak their language. Learn how this translates to the medical spa industry and how discovering ways to reach Millennials will result in lifelong clients for your practice.

9:40 – 10 am: Medical Spa Trendspotting 2018 and Beyond

Speaker: TBD

What’s on the horizon for the medical spa and medical aesthetic industry in 2018 and beyond? Attend this session and discover the trends and treatments that will influence your patients and business in the near future.

Clinical Sessions (Room: Ironwood 7)

9 – 9:20 am: Successfully Combining Light-based Treatments

Speaker: Rebecca Gelber, MD

Combination treatments can often provide more specific, custom results for your patients. Learn more about the most successful light-based combination treatments to provide in your practice.

9:20 – 10 am: The Latest in Body Contouring Trends with Demo

Body contouring is huge business in the medical spa industry. Learn the latest trends and techniques for making the most of this astonishingly effective treatment in your practice.

Sales and Staff Training (Room: Ironwood 8)

9 – 9:30 am: Staff Training Welcome

Speaker: Bryan Durocher, Durocher Enterprises

9:30 – 10 am: Success With Membership and Loyalty Programs

Speaker: Dori Soukup, InSPAration Management

If you are looking for a continuous revenue stream and ways to increase retention, attend this session and discover effective strategies that will work for you. Learn how to develop an engaging and lasting membership program; present and sell your membership program; increase capacity; and implement great loyalty programs.

Supplier Classrooms (Room: Ironwood 8)

9 – 9:30 am: Supplier Class

Speaker: TBD

9:30 – 10 am: Care Credit Supplier Class

Speaker: TBD


General Session (Room: Ironwood 5)

11 – 11:20 am: Implementing Pre- and Post- Protocols to Increase Revenues and Enhance Patient Experience and Outcomes

Speaker: Terri Ross, Lasky Aesthetics & Laser Center

Learning the importance of following a systematic approach and developing treatment plans for procedures and skin care will not only augment the treatment and improve patient outcomes, but also will add to the bottom line.

11:20 – 11:40 am: Can You Own a Medical Spa Without Being a Doctor? The Answer is MSOs

Speaker: Michael S. Byrd, JD, ByrdAdatto

The medical industry is seeing a large increase in non-physicians owning medical spas. Certain states have the corporate practice of medicine doctrine that prohibits a non-physician, general business corporation or LLC from owning medical spas. Even with this restriction on ownership, legal expert Michael S. Byrd will discuss the applicable exceptions to this rule and how to properly structure the relationship.

11:40 – 12 pm: Avoid Discounting! Marketing, Event Planning and Promotions for Long-Term Patients

Speaker: Rob Trow, Environ/Dermaconcepts

When you offer patients and clients discounts from your medical spa or medical aesthetic facility, you are not only training them never to pay the full value of your services, you are also hamstringing your profitability. Learn how to provide value without discounting for happy patients and a robust bottom line.

Clinical Sessions (Room: Ironwood 7)

11 – 11:20 am: Best Practices for Botulinum Toxin Injections

Injectables remain the No. 1 treatment in the medical spa industry, according to AmSpa’s 2017 Medical Spa State of the Industry Study. Learn best practices for offering this evergreen service in your medical spa.

11:20 – 11:40 am: Fixing Mistakes: Does Tattoo Removal Have a Place in Your Business?

Speaker: Carmen Vanderheiden Brodie, The Finery

Tattoo removal has a place in your business if you’re looking to attract a demographic who will grow into many other services offered by your medical spa. It also fits if you appreciate having 15-minute turnaround time for client. However, if you just think you’re just going to build it and they will come, you’re sadly mistaken. Marketing for the tattoo removal clientele is a vastly different creature than the average medical spa patron. Learn more in this session.

11:40 – 12 pm: Hair Loss Treatments

In the past, hair loss was considered to be a fact of life that couldn’t be helped. No longer. Learn about how your medical spa or medical aesthetics facility can offer hair loss treatments for men and women to help change appearances and attitudes … one patient at a time.

Sales and Staff Training (Room: Ironwood 8)

11 – 11:30 am: Understanding the Four Different Communication Styles People Use and How to Sell to Them

Speaker: Bryan Durocher, Durocher Enterprises

Communication is crucial and learning how your patients are sharing information with you can help you know how to sell them what they want. In this session, dissect the four most common medical spa patient communication styles and learn how to work best with them.

11:30 – 12 pm: From Order-takers to Revenue-generators

Dori Soukup, InSPAration Management

It’s time for a philosophy shift! The medical spa guest relations team holds the keys to how much revenue your business can generate via treatment volume, membership enrollment, gift cards and retail sales. However, in most cases, the structure of the guest relations department is not designed to encourage the team to be focused on revenue opportunities. Attend this session and discover how to compensate the guest relations team; maximize revenue through proper call management; and increase retail sales.

Supplier Classrooms (Room: Ironwood 8)

Sciton Supplier Class

Speaker: TBD

11:30 – 12 pm: Supplier Classroom

Speaker: TBD


General Session (Room: Ironwood 5)

1 – 1:20 pm: What to Do if Your State Board Comes Knocking

Speaker: Alex R. Thiersch, JD, AmSpa

Regulatory enforcement comes in many varieties. Discover the correct behaviors to have when state or federal regulatory entities come knocking, because how you react can often make a world of difference in the outcome of their visit.

1:20 – 1:40 pm: Using Price Transparency to Generate Leads

Speaker: Jonathan Kaplan, MD, MPH

Medical aesthetic facilities and medical spas are sometimes hesitant to provide their pricing information online, due to several concerns. However, if implemented right, price transparency can be used as a lead-generation tool that provides consumers with the pricing information they want and gives the physician the consumer's contact information for follow-up.

1:40 – 2 pm: Developing an Effective Exit Strategy: How to Plan Today for a Successful Exit Tomorrow

Speaker: David Mandell, JD, MBA, OJM Group

Owners of medical spas and medical aesthetic practices who plan to sell their business in the future must realize that successful exit strategies begin years before any sale. This short talk will cover key topics in exit planning, including the tension between short- and long-term goals, the three elements of any successful exit plan, how exit planning and business planning interact, and what an ideal exit advisory team looks like.

2 – 2:40 pm: Medical Spas: Multiple Locations and Franchising Panel

Moderator: Alex R. Thiersch, JD

Panelists: Matt Billingsley, CoolSprings Laser Aesthetic & Skincare Center; Brandon Robinson, Skin Body Soul; Louis Frisina, Frisina Consulting; Carmen Vanderheiden Brodie, The Finery

Franchising and multiple locations are becoming a very attractive business model in the current medical spa climate. Find out the success and pitfalls of this business strategy from medical spa owners who live it every day.

2:40 – 3 pm: Efficiency Strategies for Busy Practitioners

Speaker: Matt Taranto, Mint Aesthetics

Ever feel like your business is spinning out of control? Like so many different responsibilities are coming at you from all directions and you don’t know how to manage the chaos? In this session, learn the most effective efficiency strategies for medical spas from one of the busiest in the business.

Clinical Sessions (Room: Ironwood 7)

1 – 1:20 pm: Laser Skin Resurfacing

Discover how laser skin resurfacing can enhance both your patients’ appearances and your bottom line.

1:20 – 1:40 pm: Microneedling and Radio Frequency

By combining these two modalities, your patients can see incredible results in no time.

1:40 – 2 pm: IPL

One of the most common treatments in the medical spa industry has new techniques and modalities to help it stand out on your treatment menu.

2 – 2:20 pm: Hair Removal Techniques

Speaker: Kathy Taranto, Mint Aesthetics

Laser hair removal remains one of the top revenue-generating treatments in the medical aesthetic industry. Learn tips and techniques on how to make these treatments efficient and effective from one of the leading trainers in the industry.

2:20 – 2:40 pm: Stem Cells in Medical Spas

Speaker: Suzanne Munshower

Stem cells have become a buzz word in medical aesthetics, but what is the difference between stem cells and growth factors in facial aesthetics? Are topical stem cell products efficacious? Learn more about stem cells, and discover stem cell procedures that are powerful when included in combination therapies.

2:40 – 3 pm: The Perfect Lip

Speaker: Rhonda Policandriotes, RN, BSN, CANS, Rejuvenate Med Spa

Lip augmentation is becoming an increasingly popular aesthetic treatment. Learn how to help your patients achieve “the perfect lip”. Rhonda Policandriotes, Founder, Rejuvenate Injector Training will review how to achieve optimal lip enhancement without creating overfilled or “ducky” looking lips. She will discuss the different filler options available to injectors, and which products will help clients achieve specific results.

Sales and Staff Training (Room: Ironwood 8)

1 – 3 pm: The Art of Sales and the Consultation

Co-teach: Bryan Durocher, Durocher Enterprises; Dori Soukup; InSPAration Management; Terri Ross, Lasky Aesthetics & Laser Center; Bryan Munshower, Beauty Marx

This two-hour interactive educational opportunity will teach and demonstrate the art of the sales and consultation process by the best in the business. Come ready to learn, interact and develop skills that will help grow your career and your bank account.

Supplier Classrooms (Room: Ironwood 6)

1 – 1:30 pm: Supplier Class

Speaker: TBD

1:30 – 2 pm: Supplier Class

Speaker: TBD

2 – 2:30 pm: Supplier Class

Speaker: TBD

2:30 – 3 pm: Supplier Class

Speaker: TBD