The Role of Operational Leadership in Aesthetics
The Crucial Role of Operational Leadership in Aesthetics Practices
An aesthetics practice is, at its core, a business, much like your favorite restaurant or department store. However, it operates with a unique focus on the well-being of clients while adhering to stringent regulations. In essence, the best aesthetics practices align themselves with the same principles that make any business worth patronizing.
To endure the test of time, an aesthetics practice must be profitable, just like any other business. This involves prudent expense management, client acquisition, the employment of exceptional talent, consistent delivery of results, adherence to regulations, and the creation of a remarkable client experience. These fundamental principles mirror the operational best practices of successful restaurants, sporting goods retailers, and department stores. For any practice or business to thrive in the long run, operational excellence is a must.
The challenge lies in effectively implementing these operational best practices. Achieving this necessitates operational leadership, which, in turn, relies on the presence of a strong manager. A formidable manager is one who can establish and maintain a culture of excellence, execution, and accountability—three values that are notoriously challenging to cultivate and sustain.
While many people believe that business failure is primarily a result of leadership shortcomings, it’s important to note that even with great leadership, a practice or business can still falter. Failure, in this context, refers to the inability to achieve the original vision or purpose. Merely surviving by generating enough profit to keep the doors open does not equate to success. The original vision was not to maintain a barely surviving business but to create a profitable enterprise that could fulfill its purpose and achieve its vision. If the vision was skewed from the start, it’s time to reassess.
Truly successful practices and businesses are led by individuals who excel in both leadership and management. They understand the distinction between the two roles. Great leaders excel in:
Clearly articulating the vision
Building winning teams
Motivating individuals to perform at their best
Leading by example
Recognizing and rewarding achievements
Effective communication
Injecting positive energy into the workplace
And more.
Great managers, on the other hand, focus on:
Cultivating a culture of excellence, execution, and accountability
Ensuring consistent adherence to operational processes
Proficiently managing the profit and loss statement (P&L)
Coaching and developing the team by aligning purpose with practice
Granting responsibility and authority
Providing a safe space for constructive feedback
Understanding what motivates each team member
Devoting meaningful, personalized time to individuals
And more.
For an aesthetics practice to realize its true potential, the most crucial hire is not the aesthetic injector or cosmetic surgeon, but the individual who will manage the practice and lead the team. This person will shape the practice’s culture, oversee operations, articulate the vision, develop client relationships, drive marketing efforts, and ensure expenses are controlled. The next most important hire may well be the top-tier aesthetic injector or cosmetic surgeon, who often serves as the medical director.
One potential pitfall to avoid is the practice owner attempting to simultaneously lead and manage the practice while delivering services. While it’s possible initially, it has a limit. As the business grows and demands more of your time, you’ll inevitably hit a ceiling. This is when growth stagnates, and issues start to arise. As Michael Gerber emphasized in “The E-Myth,” you cannot work in the business while effectively working on the business.
Exceptional practice managers are the unicorns of the aesthetics industry. They possess the rare ability to lead and manage, motivating and inspiring the team while holding them accountable for seemingly minor but impactful tasks. Finding such individuals may require effort, but it’s a worthwhile investment in the success of your practice. Be clear about your expectations and be prepared to compensate them for their true worth. It’s a sound investment that can make all the difference in the world.
💌 Are you ready to take on an investment partner to help you grow your medical aesthetics practice? If so, we are here to partner with you every step of the way. Fill out the contact form or send us an email at info@baraesthetics.com and we will schedule a call to discuss the possibilities.
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