Full Service: The Embedded Model

Many different practice models exist for physicians to follow when establishing their clinics, but what if a physician already has a busy practice and is still interested in expanding their offerings?

Yonatan (Yoni) Bardash, MD, is the owner of theMEDibar, a newly opened, full-service med spa in Nanuet, NY, that provides a range of services including laser hair removal, Botox, fillers, IV hydration therapy, microneedling, and PRP for scalp treatment. What makes Dr. Bardash especially interesting is that he is also an active anesthesiologist in residency at St. Joseph’s University Medical Center in Paterson, NJ, and will soon assume a full-time position with Hackensack University Medical Center in Hackensack, NJ.

Dr. Bardash recently sat down with Modern Aesthetics to discuss his journey to founding a med spa and how he keeps the business running efficiently while maintaining a demanding medical career. 

MA: What made you want to get into the industry when you already have a busy career as an anesthesiologist? 

Yoni Bardash, MD: I love everything about anesthesiology and could not have asked for a better field within which to pursue a career in medicine. That said, when you’re dealing strictly with hospital-based care, and with anesthesia specifically, you often lack the opportunity to develop lasting relationships with patients and have continuity of care. I was really looking for a complement to anesthesiology that would allow me to develop those personal and lasting relationships. I’ve also always been intrigued with the prospect of creating and building something of my own and being more involved with the business aspects of patient/client care. Owning a med spa felt like a great first step toward all of those goals. 

MA: Once you decided to open theMEDibar, you decided to rent space inside an existing establishment. What was the thought process behind going that route? 

Dr. Bardash: It was an unconventional approach, but the more I studied my business plan and considered the challenges and barriers to entry that come with owning a med spa while also maintaining a full-time career, the more sense it made. I needed cost certainty and operational simplicity. Renting a space inside an existing salon gives me both. It’s a fixed expense that’s the same every month–no fluctuations, no surprises. It also means I don’t have to deal with any building-related issues that come up while running a brick-and-mortar establishment. They deal with all that. It creates a real plug-and-play experience for me. I can come in and focus entirely on my clients, and that’s critically important for me, especially given the other demands I have with my career.  

MA: Aside from financial considerations, what were some other factors that led you to choose this location? 

Dr. Bardash: Once I decided that subleasing space was the right approach, it was about finding a business that would mesh well with mine not only in terms of its clientele but also its overall aesthetic and commitment to client experience. The salon I chose was the perfect fit. They’re a high-end, 30-chair salon that sees hundreds of clients every day. These are clients who are there because they value looking and feeling their best, and who often have time to kill before or after their appointment and no reason not to sit down with me for a free consult. Right off the bat, I have access to this incredibly rich pool of potential clients. If I can capture just 10% of the traffic coming into the salon, I’m already profitable and I haven’t spent a dime on customer acquisition. 

The other reason a salon has been such a nice fit is that creating a great experience is as important to their business as it is to mine. I initially looked at putting theMEDibar inside of a gym, but in addition to seeing the same faces every day, the experience was just too transactional. So much of running a med spa today is about creating a great client experience and building lasting relationships. I needed to partner with a business that values experiential things like design aesthetics and seamless check-in, knows its clients on a personal level, and is committed to building lasting relationships. 

MA: What are some of the specific ways you try to create that great client experience at theMEDibar? 

Dr. Bardash: For us, the client experience starts the moment someone finds us and throughout their life as a client. Are we making it as easy as possible for clients to book appointments online? Are we ready for them the second they walk in the door or are we disrespecting their time and making them wait around? Do they feel immediately welcome and at home in our space? Are they greeted by friendly faces who know them, their individual preferences, and their aesthetic goals on a deeply personal level? When their treatment is complete, can we process their payment and get them checked out quickly and easily? Do we make it easy to keep in touch and ask questions after their visit? Every one of those touchpoints matters.

MA: Can you talk about the role technology plays in creating a positive patient experience? 

Dr. Bardash: It’s essential. Even if I wasn’t also balancing a full-time career, I can’t imagine how I’d run this business without the necessary technology. The fact that I am balancing a full-time career makes the need that much more vital. I’m as determined as any med spa owner you’ll find to keep costs under control, but having the right platform to manage your business is one place where you can’t skimp.

MA: What platform do you use and how did you decide on it? 

Dr. Bardash: We looked at a lot of different platforms before ultimately deciding to join up with Boulevard. I wanted a platform that truly focused on the end-to-end client experience. I knew right away that I needed a lot more than just booking. I needed it all: messaging, email marketing, payment processing, payroll, and business management. Finding a platform that checked all those boxes was huge. I also wanted a platform that was not only easy to use but also looked clean and would be visually pleasing to my clients. We’re trying to create a certain aesthetic and it was important that our software not detract from it. The most important thing though was service. I’m in the service business and I want to work with vendors who are as well.

MA: What’s one piece of advice you’d give to potential med spa owners?

Dr. Bardash: I’d stress how important it is to either already have strong business acumen or be willing to put in the work to develop it. You’re not just giving injections. You’re running all aspects of a business. You need to know what types of technology the business needs, how to build a staff, how to manage cash flow, and how to operate efficiently. There’s a big difference between being a practitioner and being a business owner. The other thing I’d say is to make sure you have a passion for providing quality client experiences and that you get genuine fulfillment from helping people achieve their aesthetic and wellness goals. Ultimately, that’s what will make the hard work and long hours worth it, and that’s what will inspire you to continue grinding, continue learning, and continue improving. Owning a med spa is most rewarding when you truly enjoy the relationships you make with clients.