We’re excited to introduce you to the always interesting and insightful Caitlin Allegrezza. We hope you’ll enjoy our conversation with Caitlin below.
Alright, Caitlin thanks for taking the time to share your stories and insights with us today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
Absolutely! I decided to start my own business in 2022 because I wanted to offer a more personalized aesthetic experience for patients. I had just been fired from my job at the plastic surgery office 7 days prior and had an unusually restrictive non-compete agreement (but that’s a story for another day.) I remember thinking: I have something valuable to offer the world, and what better way to do it than on my own terms? After all, I never liked being managed anyway! While I certainly didn’t anticipate starting a business, one thing was clear: I didn’t want to spend the rest of my life working for someone else.
After coming up with the name Rebel Aesthetics, I literally Googled “How to start a business”. I had no idea what I was getting into, but I went ahead and registered my business with the Secretary of State (which also required a notarized document from the NC Board of Nursing), purchased a domain name for my future website, and began drafting content.
Knowing my limitations, I had to get creative. I became an authorized reseller for RevitaLash, started offering Fairy Hair, and became a freelance trainer for aspiring injectors. I also found short-term employment at a dermatology office where I learned more about speciality laser devices.
Within a few months, I had finalized my logo, purchased treatment supplies, worked with a private attorney and the NC Board of Nursing to ensure I was compliant with all things related to healthcare (license, scope of practice, HIPAA, etc.), secured a Professional Liability Insurance policy, and contracted with a collaborating physician.
At the start of 2023, I decided to start performing treatments at my parent’s home (more than 50 miles away) which will continue at least until my 18-month contract expires. I’m still traveling there a few times a month to see patients, and I offer aesthetic training for licensed providers in my area which I really enjoy.
Aside from the noncompete workaround, one of the key challenges in setting up my own practice was simply navigating legalities. Sure, you can find a ton of information online, but for anyone interested in starting a business, I would highly recommend consulting with an attorney throughout the process like I did. This is especially important in the healthcare industry where multiple professional entities often present conflicting information. It really is worth the extra time and money to give you peace of mind, protect your license, and ensure you are starting your business “the right way”. It’s easy to let the excitement of a new idea cloud your judgment – but taking time to research, plan and save money will pay dividends in the long run!
My other piece of advice is to know your “why”, i.e. the reason why you wanted to start a business in the first place, and to dig deep into what your ultimate goal is. This could be financial independence, autonomy, helping others, more time with family and friends or leaving a legacy, etc. Reminding yourself of the big picture will get you through the tough times and make you bullet-proof (at least psychologically). I think it’s also important to surround yourself with positive people. There are a lot of challenges that come with starting a business, so spending time with unsupportive people or not having clarity on your long-term goals will likely make the journey more difficult.
Caitlin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Of course! From an early age, I knew I was passionate about health, beauty and skincare. I’ve always enjoyed giving advice to family and friends, and I am still obsessed with makeovers and before & after photos. I was also a musician (piano, trumpet, voice) and eventually studied voice in college with aspirations to become a music producer.
After graduating with my music degree, I worked several part-time jobs which included a music internship, but I just didn’t feel fulfilled. I did some soul-searching and eventually landed on nursing! I immediately enrolled in a Certified Nursing Assistant program at the local community college. After getting certified, I took a job in the hospital while taking pre-requisite courses for an Accelerated Bachelors of Science in Nursing program. Over the following year, I spent 40+ hours a week in classrooms and clinicals, plus dozens more studying at home! I took it one day at a time and graduated Magna Cum Laude with my BSN. I am living proof that if you want something bad enough, you can truly surprise yourself.
By the end of nursing school, I had become particularly interested in all things cardiac and had my heart set on anesthesia (pun intended). Therefore, I began my nursing career in the Cardiac ICU in Greensboro, NC where I spent four years caring for critically-ill patients. Over time, I became burned out and had lost interest in anesthesia, so working in ICU no longer made sense for me. My husband and I had just gotten married and we decided to move to Cary, NC in 2017 for more job opportunities. At that point, I finally decided to pursue something I had always been passionate about – aesthetics!
I found a job ad online for an Operating Room Nurse position at a plastic surgery office located in the Raleigh-Durham area. I applied despite having no experience in the OR or in aesthetics, and was initially turned down. I then proceeded to “argue” my way into getting an interview. In my email response to the manager, I advocated for my nursing skills and ability to learn quickly. I wrote about my genuine passion for the industry and made it clear I wasn’t one to back down easily. Thankfully, my persistence paid off and I was ultimately given an interview based on my passion and eagerness to learn. And guess what? I got the job!
After working in the OR and peri-operative side for about a year, I was given the opportunity to learn injectables (Botox, filler) and receive specialty training for additional aesthetic services such as skincare consultations, radio-frequency microneedling, IPL, and lasers. I loved what I did and learned a LOT over those five years, but the workplace culture was less than ideal. When I got fired, I decided to construct a business model that was in alignment with my own values while doing what I love most – helping patients look and feel their best.
The services I currently offer include injectables (neurotoxins such as Botox and Xeomin, dermal fillers such as Juvederm), microneedling, and dermaplaning. I help patients prevent and treat signs of aging in a way that considers their goals, budget and lifestyle. In general, results include smoother skin; restored facial volume and lift; improvements in facial balance and symmetry; and enhanced structure and definition to areas such as the cheeks, lips, chin, and jawline. My treatments can also help patients appear more refreshed and less tired by reducing frown lines and lifting the brows. Microneedling is unique because it offers long-term improvements in skin quality and texture (fine lines, pores, scars) by building collagen. Everything I offer is synergistic and evidence-based. I’m proud to offer free virtual consultations to create a curated treatment plan for every patient!
I would say the biggest thing that sets me apart from competitors is that I prioritize high-quality treatments over high-volume scheduling. On a “busy” day, I typically treat anywhere from 4-6 patients, whereas other medical spa providers are seeing anywhere from 10-20 patients each day. (I know because I used to be one!) I truly enjoy getting to know my patients, and I like to take my time while providing services. Of course every business needs to make money, but in general, the patient experience and work-life balance are much more valuable to me than the profits. Having my own business has been a breath of fresh air because it allows me to schedule and treat patients in a way that gives both of us the best possible experience.
Other than training/knowledge, what do you think is most helpful for succeeding in your field?
Having excellent listening skills and emotional intelligence are both extremely important to succeed in my field. Learning the skills and delivering results is only half of the job. The other half is building rapport with patients, understanding what they want and why, and knowing your limitations as a provider. If a patient is upset or angry, you have to be able to recognize the underlying reasons and respond in a constructive way. A novice provider might take it personally, react defensively, or label the patient as “difficult.” In reality, these negative emotions are almost always a manifestation of something larger. I’ve learned that many patients seek cosmetic treatments during life-changing events (marriage, divorce, death, loss of a job or relationship, moving, etc.). Patients are looking for ways to boost their self-esteem during these times, and refreshing one’s appearance can symbolize a sort of “starting over” or moving forward. Understanding the big picture while setting realistic expectations for yourself and the patient will take you far in this industry.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most effective strategy for me has been a combination of maintaining an active social media presence and delivering an exceptional patient experience. As much as I dislike social media for mental health reasons, I can’t ignore the fact that it provides an opportunity for free marketing! While 60% of my patients are referrals, the others usually come from social media or a web search.
I also think it is so important to brand yourself, and present a consistent business philosophy targeted towards your desired clientele. Trying to reach a wider audience by reposting generic content may seem like a good idea, but it doesn’t build a strong following. When possible, I try to post original and unique content that is either relatable or useful in some way. I also have to remind myself that the number of followers does not reflect the number of people who will become clients. High quality content and engagement are what really matter.
Delivering an exceptional experience for patients is more important now than ever because they have a LOT of options these days! There are about 10 med-spas within five miles of my home. When I respond to inquiries, I start building rapport right then and there. I try to put myself in their shoes and ask a few meaningful questions. I always assume they are “shopping around” which is highly motivating for me. This mindset forces me to set myself apart from others and prove to the patient – without a doubt – that they have come to the right place!
Contact Info:
- Website: www.rebel-aesthetics.com
- Instagram: @rebel_aesthetics_pllc
- Facebook: Rebel Aesthetics PLLC