Pulse Legacy Archive January / February 2012 | Page 16

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FASTFACTS
According to Dr. Polla, a
growing number of his
clients favor less invasive
aesthetic treatments like
laser therapy, fillers and
Botox injections over
drastic, one-off treatments
like plastic surgery. He calls
this movement “slow and
sustainable beauty” where
there is strong emphasis
on long-term maintenance
and subtle physical
enhancement.
“The brand was tailor-made for our
clientele’s demands and blends our
medical approach to aesthetics with a
more natural approach to ingredients
and results,” says Ada Polla, CEO of
Alchimie Forever and the couple’s eldest
daughter. “Other brands we chose as
complementary [in the spa] are Mene &
Moy, Cellex-C, La Roche-Posay, Avene
and Lucia Rapetti for body care.”

The Client
Boasting a clientele that is largely 30- to
65-year-old professionals, approximately
85 percent of the spa’s clients are
women and 15 percent men. Dr. Polla
says Forever Laser Institut serves individuals from all social classes and receives
many international clients from Englishspeaking countries as well as the Middle
East, particularly during the summer. To
accommodate its multi-lingual clientele,
a majority of the spa staff speaks French,
German, Italian and English.
With a reputation for delivering high-

level expertise in the field of aesthetic
medicine, Forever Laser Institut garners
many clients fr om personal recommendations and word-of-mouth. A frequent
contributor to articles and interviews,
Dr. Polla’s expertise has also helped gain
exposure for the spa. He says when
clients arrive at the doors of Forever
Laser Institut many look for expert
knowledge in a variety of techniques and
seek non-invasive treatments that are
painless and offer natural results.
“They expect rapid, visible results,
they like quick treatments, but with a
personalized approach and a constant
follow-up,” he says. “They are well
informed and want the newest techniques and technologies on the market.”
To cater to its dedicated clientele,
Forever Laser Institut recently launched a
“members” club called Club Forever.
Although the program is still in the
process of being defined, its goal is to
increase revenue per client and encourage word-of-mouth, Ada says.

Business Strategy
Forever Laser Institut’s good reputation is
bolstered by a marketing budget of
nearly 200’000 CHF (about $218,078)
per year. The budget is allocated into
print advertising, online advertising and
events. Although these promotions help
attract new clients, one of the spa’s
most effective business strategies is
internal cross-selling.
“We love to work to increase the
revenue per client. We have found this
less costly than acquiring new clients,”
Varone says.
Since inception, Forever Laser Institut
has seen about a 10 percent growth in
annual revenue each year. The spa is
using its success to improve operations
and is constantly making investments in
equipment, new devices and training.
“We continually invest in new
devices in order to continue to be pioneers in the field of aesthetic medicine,”
Varone says. “Travels to conferences and
training sessions are also a significant
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14 PULSE

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January/February 2012