In today’s growing field of aesthetic medicine, there’s an inconvenient truth that many practitioners discover too late. Aesthetic manufacturers, in their relentless pursuit of profit, often show little regard for their primary customers—the small and mid-sized medspas. This disregard manifests in ways that not only squeeze the little guy but can also lead to financial ruin.

The Role of Consumables with Aesthetic Devices

Medical device consumables are a lucrative revenue stream for manufacturers, who require the use of single-use consumables for many aesthetic treatments. These include items like Coolsculpting coolcards, Emsculpt Neo paddles, microneedling tips, and Fraxel tips. It’s not enough that the laser manufacturer sells you an expensive device, priced at anywhere from $100,000 to $250,000. Their business model is designed to ensure they continue to profit from you every time you treat a patient.

The recurring costs of these consumables can make it extremely difficult for smaller medspas to turn a profit. While this model may be sustainable for large, high-volume practices, it leaves little room for smaller operations to thrive. This constant drain on resources can be particularly challenging in the already competitive world of aesthetic medicine.

Device Manufacturers Are Squeezing the Little Guy

Manufacturers often rely on influential medical luminaries to promote their devices. These doctors, with large and successful practices, often receive equipment at significantly reduced costs or even for free. In return, they conduct research, treat patients, and present their findings at industry conferences.

Smaller practices, attending these conferences, look to these luminaries for advice and guidance, often purchasing devices based on their recommendations. However, these smaller medspas lack the patient base and brand recognition of their celebrity counterparts. They struggle to attract patients and make a profit, signing lease agreements with large monthly payments that can quickly become unmanageable.

Many practitioners entering the aesthetic space come from primary care backgrounds and lack specialized training in dermatology or aesthetics. They often receive minimal training on the equipment, making it even more challenging to establish themselves in the market. Despite these obstacles, they represent the “bread and butter” target customer for aesthetic manufacturers due to the sheer number of installs they represent.

Manufacturers Oversell Their Devices and Saturate the Market

Manufacturers relentlessly pursue sales, often with little regard for market saturation. They sell as many units as possible, knowing that not all practices will succeed. This approach leads to a saturated market where many medspas struggle to differentiate themselves and attract enough patients to stay afloat.

Adding insult to injury are the ongoing consumable costs required for each treatment. After months or even years of struggling to make a profit, many practices ultimately give up and close their doors. They are then forced to sell their overpriced equipment at a significant loss.

The Recertification Fee is the Nail in the Coffin

The final blow comes when medspa owners realize that the devices they paid so much for have plummeted in value due to the manufacturer’s recertification fee. This fee, often $40,000 or more, must be paid by the new buyer for the manufacturer to support the device. This effectively makes it nearly impossible to resell the equipment without incurring substantial losses.

In summary, the deck is stacked against small and mid-sized medspas. Manufacturers, having made their money through initial sales and ongoing consumable fees, show little concern for the financial well-being of their customers.

There is a Better Way

Device manufacturers must eliminate the recertification fee. Most practitioners are unaware of this fee when they purchase new aesthetic devices, and it significantly devalues the equipment when it can’t be resold easily. Medspa owners should negotiate this fee out of the original purchase agreement.

For those looking to buy an aesthetic device, the best strategy is to avoid buying new. Wait 12 to 18 months and purchase the device used—you’ll save at least 50%. When buying used, ensure you can order consumables from the original owner’s account to avoid the recertification fee.

At Rock Bottom Lasers, we specialize in selling used aesthetic devices that allow you to purchase consumables without paying a recertification fee. Call us today at 800-794-1097.

It’s time for the aesthetic industry to prioritize the success and sustainability of all its practitioners, not just the big players. By making smart purchasing decisions and demanding fair practices from manufacturers, medspa owners can level the playing field and thrive in this competitive market.

Author:  Vin Wells, MHSA,
President, Rock Bottom Lasers
800-794-1097