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Articles by Terri Ross
A Common Accounting Mistake that’s Hiding Whether Your Practice is Actually Profitable
Every month, I talk to practice owners who tell me business is great, revenue is up, and their schedule is full. Then I ask what their actual profit margin is, and they go silent. Or, I get a number that turns out to be their bank balance. It may seem basic, but revenue growth and profitability aren't the same thing, and most practices we work with track only one of them. I’ve walked into practices doing $2 million a year that were barely breaking even because nobody was looking past the top line.
Wellness Is the New Revenue Frontier: How to Build, Package, and Sell a High-Performance Wellness Menu
Wellness has quickly moved from an ancillary service offering to a significant growth category within aesthetic medicine. According to Qsight's analysis of more than 33,000 aesthetic practices, 50% now mention wellness on their websites, and more than 6,000 practices reference longevity in their positioning. At the same time, medical weight loss and GLP-1 programs grew 55% year over year in 2024, making them the fastest-growing category in medical aesthetics. The demand is evident.
Your Most Overlooked Revenue Stream: 4 Retail Numbers That Can Grow Your Aesthetic Practice
Your practice can have a beautiful, curated retail wall with every shelf stocked and gorgeous lighting. The products can be organized and perfectly presented like a magazine spread. But if nobody is buying it, none of that matters. When I ask front desk teams, managers, and practice owners how retail is performing, I typically get answers like, “Fine, I think it's good.” When we finally pulled the data, retail was often only 5-6% of total revenue.
Why Aesthetic Practices Need a Daily 15-Minute Team Huddle
Before the first patient walks through the door, your team should know three things: who they are seeing, what the goal is for the day, and what each person needs to do to make that day successful. That is why I consider a 10- to 15-minute morning huddle one of the simplest and most effective ways to improve communication, accountability and performance in an aesthetic practice.
Stop Guessing: 7 Data-Driven Benchmarks for Aesthetic Practice Success
One of the biggest mistakes I see practice owners make is assuming their business is healthy because their schedule is full. A busy practice is not always a profitable practice. Every week, my team and I analyze practices across the country, and one thing becomes very clear: most owners are looking at production while completely missing the key performance indicators that drive profitability.
How to Convert the Consultation Your Patient Already Started on Social Media
Before your next patient walks through the door, they have already formed opinions about what they want, what it should cost, and how long it will take.
Every Time You Answer an Objection, You Lose the Sale
The fastest way to lose control of a consultation is to answer an objection before you understand it. Here are a few typical scenarios: A patient says, "It's too expensive." Before they finish the sentence, the provider is already offering a discount. A patient says, "I need to talk to my spouse." The patient care coordinator immediately responds, "Absolutely, take your time." A patient says, "I'm worried about downtime." The provider launches into a detailed explanation of the recovery process.
Why "I Need to Think About It" Is Costing Your Practice Thousands in Lost Revenue
“I need to think about it" may be the single most expensive sentence in aesthetic medicine. If you've worked in aesthetic medicine for any length of time as a provider, patient care coordinator, or practice owner, you've probably heard those words hundreds of times. The consultation may have felt great. The patient was engaged. They asked thoughtful questions. They shared their concerns. They seemed excited about the possibilities.
Essential Sales Strategies for Medical Aesthetic Practices (video)
The medical aesthetics field presents a unique challenge: delivering high-value, cash-based services in a market that often tries to commoditize them. How can practices not just survive, but truly thrive? In a recent expert discussion, Terri Ross, founder of Ross Consulting, broke down the critical sales and operational shifts needed to build scalable, profitable aesthetic businesses.
Exit on Purpose: How Practices Can Maximize Value in Acquisitions, Franchises, Successions and Mergers
If you own a medical aesthetics practice, you shouldn’t think in terms of “someday” regarding your exit strategy—you should design it in advance. The practices that command premium valuations and smooth transitions start building for the outcome they want long before a buyer, partner or successor ever approaches. Log in to view the full article If you own a medical aesthetics practice, you shouldn’t think in terms of “someday” regarding your exit strategy—you should design it in advance.
Elevating Aesthetics: Why Ongoing Team Training Is Your Greatest ROI
In today’s hyper-competitive, rapidly evolving medical aesthetics landscape, one fact stands above all: your team—not your technology—is your most valuable asset. With new devices, shifting patient expectations and expanding treatment modalities, the practices that grow and scale sustainably are those that prioritize training and skill development at every level.
Gen Z in the Aesthetic World: Strategies for Attracting the Next Generation of Patients
The aesthetics industry is at a pivotal point, as Gen Z, ages 15-28, emerges as a significant consumer group. Unlike older generations, Gen Z prioritizes self-expression, subtle enhancements and authenticity in their approach to beauty and aesthetics. They have an estimated $360 billion in disposable income and strong influence over their families' purchasing decisions. Medical aesthetic practices must adopt strategies tailored to meet Gen Z’s unique values and preferences.
Unlocking Untapped Retail Revenue Potential in your Aesthetic Practice
In today’s landscape of medical aesthetics, the patient experience no longer ends at the treatment chair. Patients increasingly seek a full spectrum of care, with solutions that enhance, extend and maintain their results. This shift creates a huge opportunity for practices to incorporate retail as a core revenue driver, benefiting patients and the practice’s bottom line.
Revenue Optimization in Medical Aesthetics: Strategies to Thrive in 2025
The medical aesthetics industry, known for its rapid growth and innovation, is facing a significant challenge. According to recent reports, the market has experienced a downturn of 22% over the last year. As practices grapple with fluctuating demand and evolving patient expectations, it is more crucial than ever to focus on revenue optimization strategies that ensure sustainable growth.
10 Tips to Establish a Positive Team Culture & Become a Strong Leader
Creating a thriving medical aesthetics practice is about more than just offering exceptional treatments. It’s about fostering a positive team culture and embodying strong leadership so that your team feels appreciated and respected, which leads to long-term employee retention.
10 Tips to Determine the Right Marketing Vendor for Your Practice
As an aesthetic practice owner or manager, you know that the aesthetics industry is highly competitive. Attracting new clients and retaining existing ones requires not only exceptional service but also robust marketing strategies. While some large practices may have a dedicated, in-house marketing specialist, most practices turn to outside marketing vendors for their expertise and strategic resources.
7 Steps to Build a Strategic Retail Program in Your Aesthetics Practice
Do you know your retail to service/procedure ratio? Are your retail sales accounting for 20% of your overall monthly revenue? If you answered no to either of those questions, you are not alone! That’s why I wanted to take this opportunity to explain how incorporating retail products into your practice can substantially strengthen your sales program, increase patient satisfaction, boost profitability and increase patient retention. All things vital to patient outcomes and a healthy practice.
Exit Strategy Planning 101 for the Aesthetics Practitioner
How to utilize strategic planning to set up an exit strategy for your medical aesthetics practice. Image by SizeSquare's at Adobe Stock If you have attended any of my talks, workshops or sales training courses or have read any of my blogs or published articles, you know that my passion and deep commitment lies in helping medical aesthetic practices run their business to ensure they have a more sustainable, efficient and profitable practice.
The 3 Keys to Openning a Successful Medical Spa
Medical spas are a $15 billion industry and are growing at an exponential rate. The industry is expected to reach $25.9 billion by 2026, with the average established medical spa generating $2 million annually.
Why Strategic Planning Matters for Your Aesthetic Practice
I can’t believe we are almost at the end of 2023. This year has really flown by. Before we dive headfirst into the year-end craziness, I want to talk to you about something crucial you should be doing now to set yourself up for success in 2024 -- creating an annual strategic plan for your aesthetic practice.
Improving Patient Retention with Loyalty Programs
As the owner or manager of a busy medical aesthetics practice, providing a top-notch patient experience and demonstrating genuine appreciation for your clients is vital. Patient loyalty plays a significant role in driving referrals, so it’s crucial to express gratitude and reward their loyalty through effective loyalty programs.
7 Tips for Tracking Patient Attraction & Retention Efforts [Survey Results]
You may have caught our recent webcast about How to Attract Patients by Enhancing Your Digital Presence, featuring MyAdvice practice growth consultant, Michael Olson, discussing how to use digital tech in your practice to attract new patients, retain current patients, streamline practice management, provide convenient patient communication and optimize your web presence to increase your visibility online.
How to Know When It’s Time to Expand Your Practice
Your guide to why, when, what and how to strategically expand your practice. alphaspirit - stock.adobe.com Some of the most common questions my team and I get asked all the time at APX Platform powered by Engage Technologies Group are, “How do I know when it’s time to expand?” or “How do I know when it is time to hire new staff or to lease/build out more space?” Log in to view the full article
Do You Want to Improve How You Track Efforts to Attract & Retain Patients? [Survey]
You may have caught our recent webcast about How to Attract Patients by Enhancing Your Digital Presence, featuring MyAdvice practice growth consultant, Michael Olson, discussing how to use digital tech in your practice to attract new patients, retain current patients, streamline practice management, provide convenient patient communication and optimize your web presence to increase your visibility online.
The Secret to Successful Staff Meetings
Learn how your practice can conduct successful staff meetings to increase employee engagement. To establish a positive team culture within your aesthetic practice, employee engagement is key. Improving employee engagement is proven to enhance productivity, efficiency, accountability, morale and retention.
How to Promote Your Brand with a Clear Mesage
Creating a clear, consistent message around your Unique Value Proposition (UVP) and explaining your credentials can take the guesswork out of promoting your practice. Prospective patients are buyers who want to know the answer to the question: “What’s in it for me?” How do your products or services solve or improve my situation? What specific benefits do you deliver or offer? Why should I choose your practice or provider over another? What differentiates you from the competition?
How to Build a Strategic Retail Program for Your Plastic Surgery Practice
By Terri Ross Incorporating retail products into your plastic surgery practice can increase patient satisfaction, boost profitability, and increase patient retention-all important for enhancing patient outcomes and maintaining a healthy practice. The key to a successful retail program is to focus on products that compliment your surgical procedures or services/treatments if you have a medical spa in addition to your surgical practice. Don't try to be a one-stop-shop.
10 Tips to Decrease Patient 'No-Shows'
How many times have you had a patient that cancels at the last minute or doesn’t show up for an appointment? Patient “no-shows” are one of the most frustrating challenges and a long-standing issue an aesthetic practice faces. It is a drain both time-wise and efficiency-wise, not to mention its effect on your financial bottom line. Tracking and solving “no-show” challenges is critical to practice success.
The Secret Sauce for Success
By Terri Ross As a leading sales training expert in the aesthetic industry, I frequently get asked this question when I conduct staff trainings and speak at national aesthetic conferences: "What is the No.1 thing we can do to increase our practice's revenue?" Can you guess what it is? Increasing pricing? Spending more on marketing? Cramming in more patients per day? Shortening your consultation time? Selling more expensive treatments/surgeries? Selling retail products? Hiring more staff?
Effective Compensation Strategies for Your Plastic Surgery Practice
By Terri Ross When I work with APX clients or speak at various plastic surgery conferences, one of the top pain points that comes up repeatedly is compensation. There is a lot of frustration and confusion around utilizing the most effective compensation strategies within your plastic surgery practice. Here are key questions to ask yourself about your current compensation strategy as you read through this information: How did you develop your current compensation plan?
How to Recession-proof Your Aesthetic Practice
As we kick off 2023 there is much talk about inflation and the impending recession. When it comes to recession-proofing your aesthetic practice, the best defense is a good offense. What does that mean exactly? It means being proactive vs. reactive. In uncertain financial times, your instinct may be to stop spending money on marketing to acquire new patients, downsize your staff or slip into the mindset of discounting, but that is not a recipe for growth.
3 Reasons Performing a Practice Assessment Ensures Ongoing Business Success
Regularly assessing your practice will ensure you are offering everything possible to help your clients launch, grow or scale their businesses. As a practice management consultant, high-performance sales coach and international speaker in the aesthetic space, I travel all over the country and have had the opportunity to connect with hundreds of physicians, aesthetic providers, practice managers and their teams.
Why Taking a Practice Assessment Is Key to Recession-Proofing Your Practice
By Terri Ross Whether you are a plastic surgeon or a manager running a medical aesthetic practice, to get a true grasp on your practice's overall financial health-performance, people, productivity, revenue, profit, equipment, expenses, etc.-taking a practice assessment is vital. It is one of the most important steps you can take to recession-proof your practice.
How to Expand Your Plastic Surgery Practice with a Med Spa
By Terri Ross Medical spas, or med spas, are the fastest-growing segment of the global cosmetic surgery market. According to the Global Medical Spa Market Report, the global market for med spas is projected to reach $25.9 billion by 2026. And according to AmSpa's State of the Industry Report 2022, the average med spa revenue is $1,982,896 per year.
Introducing 'APX by Terri Ross', a Business Intelligence Training and Growth Cloud Platform for Aesthetic Practices
BEVERLY HILLS, Calif., March 18, 2021 /PRNewswire/ -- Renowned aesthetic practice consultant Terri Ross announced the official launch of APX by Terri Ross, a business intelligence cloud platform that accelerates the growth of aesthetic practices through on-demand employee training modules, financial algorithms, KPI calculators, and integrative marketing dashboards.
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