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investment [ and ] we recently invested in a new software program .”
With its growth and success , Forever Laser Institut is constantly working to ensure consistent quality of service and treatments . In such a large , multi-disciplinary team , this can sometimes be a challenge . Varone says the spa focuses on training team members to deliver high-level service and gathers feedback from clients to see where improvements can be made . When hiring team members , Forever Laser Institut first turns to word-of-mouth to find qualified candidates .
“ For administrative positions , we have found that targeted ads are also very effective ,” Varone adds .
Future Plans As Forever Laser Institut looks toward the future , the spa is analyzing markets in various parts of the world for possible expansion , although nothing has been decided yet . In the more immediate future , the medical spa is taking on two new doctors — plastic surgeon Dr . Luc Botter and aesthetic medicine specialist Dr . Sandrine Gept-Locher .
“ We are therefore adapting our treatment rooms to allow for the new medical approaches and procedures they will be introducing ,” says Ada . She adds that investment in the best new technologies has been constant since Forever Laser Institut ’ s opening , mostly as a result of Dr . Polla ’ s frequent travels to attend numerous congresses and meetings of interest in aesthetic medicine .
Industry Trends As a trailblazer in the medical spa industry in Switzerland , Forever Laser Institut ’ s leadership keeps its finger on the pulse of developing spa trends . The idea of “ slow and sustainable beauty ,” a concept coined by Dr . Polla where clients are encouraged to embrace noninvasive but regular aesthetic programs versus drastic , one-off treatments like plastic surgery , is one movement that is growing among his clients . He also sees the spa industry moving towards a multi-medical approach , integrating the expertise of doctors with different specializations in treatments . As the relationship between the medical field and industry of aesthetics continues to grow , he believes that more individuals now realize that being healthy and looking good goes hand-in-hand . New techniques and devices in medical aesthetics are changing in reaction to these trends and working to treat patients ’ ailments with more than just prescriptions .
“ Medical aesthetic doctors have become something like modern shrinks ; patients trust them with their desires , insecurities and needs , requiring a global vision and response from their doctors ,” Dr . Polla says . “ We are talking about a long-term relationship between the patient and the doctor . With adapted and personalized treatment programs , a medical spa has the ability to improve an individual ’ s health as well as appearance .” ■
ABOUT THE SPA
Spa type : Medical spa Spa open date : 1997
Space in square footage : About 6,500 square feet
Number of treatment rooms : 17
Interior designer : Greek artist and architect Andreas Angelidakis
Number of full-time spa staff : Around 20 ( four receptionists , three doctors , two nurses , eight beauticians-therapists , one accountant , one marketing , one client coordinator , one cleaning-maintenance , one spa director )
Method of staff compensation : Fixed salary and percentage on turnover ( revenues ) and sales ( cosmetic products )
Staff training : Partially internal and external ( eg : laser hair removal , specific massage techniques )
Annual budget for marketing : 200 ’ 000 CHF ( about $ 218,078 )
Guest ratio ( women vs . men ): 85 percent vs . 15 percent
Contact details : Forever Laser Institut 56 Rue du Rhone 1204 Geneva , Switzerland
Website : forever-beauty . com
16 PULSE ■ January / February 2012