Outsourced COOs: The Next Big Thing?

Billed an as “outsourced aesthetics COO,” Synergy Aesthetics has emerged as a new option to support aesthetic practices in the midwestern US as they seek to grow.

Synergy Aesthetics was founded in October 2018, “to address the unmet needs of aesthetic practices across the Midwest. Following several meetings with aesthetics practices, ranging from large and small plastic surgery, dermatology, and medical spas, as well as industry experts, we identified significant gaps with the representation and coverage of innovative products, technologies, and service offerings to these health care professionals,” explain Brendan Sheil, Co-Founder and President, and Joshua Schoenbart, Co-Founder and VP of Commercial Operations and Strategy at Synergy Aesthetics. Synergy Aesthetics touts a three-step process focused on portfolio optimization, education, and product implementation to meet those needs. A team of 15 full-time aesthetic professionals exclusively covers Arkansas, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota, and Wisconsin.

Synergy is the exclusive Midwestern provider for Merz Aesthetics, CAREstream America’s Pro-Nox Device, and Neauvia North America’s Zaffiro and NPURE devices. “We develop our portfolio with clinically backed and proven products to meet the needs of the midwestern HCP and design custom support and implementation programs to encourage practice growth through our exclusive loyalty program, the Synergy Medallion Program,” say Mr. Sheil and Mr. Schoenbart. Ahead, they share more about the Synergy model.

How has the company grown? What are key milestones?

A. Synergy Aesthetics was founded in October 2018 and has grown at levels substantially greater than market indicators. Prior to and during the COVID-19 pandemic, Synergy Aesthetics has maintained this growth and continues to expand its employee base throughout our 11-state territory.

How can practices benefit from working with Synergy Aesthetics? What can they access through you that they could not on their own?

A. Our loyalty program, the Synergy Medallion Program, provides access to strategic marketing, education, and practice-enhancing tools. The Medallion Program provides them access to exclusive coaching and integrated marketing and education solutions that yield more results when plugged into Synergy’s proven success formula. The Synergy Medallion Program is designed to provide the value of an Outsourced Aesthetics COO. While HCPs focus on their practice, the Synergy team provides tools to support their practice growth initiatives.

As HCPs tier up, they unlock access to opportunities such as clinical education and training, before and after photo software solutions, waiting room educational marketing tools, social media resources and strategy, comprehensive website solutions and search engine optimization tips, and in-depth business evaluation services including an in-depth inventory management tool.

How do fees/contracts work for participating practices?

A. To enroll in the Synergy Medallion Program, customers must purchase products from our product portfolio. Every dollar spent earns them one qualifying point for different Medallion Program tiers. Our customers also qualify for the Merz Aesthetics MMS loyalty program. There are no hidden fees or additional contract obligations associated to the Synergy Medallion Program. We strive to add immediate value from our initial consultation and business review focusing on custom practice management, marketing, and educational programs to meet the needs of our customers.

Is it an all-or-nothing proposition, or can a practice partner with you on injectables and skincare but direct purchase lasers, for example?

A. Synergy has a diverse portfolio of injectables, skincare, and devices through our partnerships with Merz Aesthetics, CAREstream America, and Neauvia North America. Practices are invited to work with Synergy Aesthetics on any mix of products from their portfolio.

Is there a “typical” practice that benefits from working with Synergy?

A. Synergy typically works with practices focused on achieving business growth. No matter what a clinic’s growth goals are or the size of their business, Synergy creates a customized product and growth plan. Our team supports a mix of plastic surgery, dermatology, and medical spas, ranging from start-ups to multi-million-dollar practices with several locations. No practice is too big or too small to benefit from the advantages of working with Synergy Aesthetics.

Do practices lose access to loyalty benefits and other perks that manufacturers provide?

A. Synergy’s Medallion Program works hand-in-hand with manufacturer perks and loyalty plans providing participating practices with manufacturer-provided pricing benefits and Synergy’s practice-building benefits.