We were lucky to catch up with Mary Dealy recently and have shared our conversation below.
Hi Mary, thanks for joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
I have never felt happier or more fulfilled in my work like as I do as a small business owner. While it is certainly not the easiest job I have ever had and definitely pushes me out of my comfort zone, I love the passion and fulfilment I feel from creating something that wasn’t there before and shaping and growing it to become what it is today. It has become a part of me, always there even when I’m not actually working, I have an overall balance in my life, setting my own schedule, being curious about and pursuing the things that I am interested in and passionate about, and creating a circle of staff and clients who have become part of the BeautoxEtc community. Most importantly, I set very high standards on how the business runs, how we serve our clients, and how we keep our products and services at the highest levels in the industry – and it is my job to maintain those standards. It is the most challenging endeavour I have undertaken. For every time I felt a sense of “I can’t do this – I’m not a businesswoman – there is a time when I actually DID do it and feel like a very accomplished business woman. So in answer to the question – I would never go back too working a “regular job”.
Mary, 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?
I have been a Nurse Practitioner for over 30 years and have worked several Boston Hospitals including Mass General Hospital, Brigham and Women’s, and Beth Israel Deaconess Medical Center in Boston. Most recently I was working in the Emergency Department at Massachusetts General Hospital in Boston when a colleague started her own aesthetic practice. At that moment, I knew this was what I wanted to do for my next career path – even though some might think that the aesthetic industry is full of “fluff and buff” and not a lot of science. Read on!
Over the past 7 years in my aesthetic practice, I have come to realize how much Aesthetic providers need to know about facial anatomy, the science of aging, regenerative medicine, and patient education. I have also learned that evaluating a client’s face and skin takes a keen eye and a creative approach. It is the perfect blend of art and science – which checks all the boxes for me!
I have also learned that I will never be finished with training. This industry is going full speed ahead, and I want to offer my clients the most cutting edge evidenced-based treatments and products. I participate in constant virtual trainings as well as in person trainings throughout the year.
My tagline is “We help you put your best face forward”, and the problem I help solve for my clients is facial aging. To that end, I offer the products and treatments that will gently reverse the signs of aging, such as neurotoxins, dermal fillers, safe and very effective medical grade skincare products, collagen stimulators, and effective skin peels. I am very careful and thoughtful about the services and products I bring in – and only offer services that will meet my client’s needs.
When clients come to BeautoxEtc, they find that we offer the highest level of cosmetic treatments, thorough before and after care and education, availability and personal connection. Each treatment is based on a complete facial assessment and tailored to the client’s specific treatment needs. That is what I am most proud of.
We’d love to hear about how you keep in touch with clients.
Fostering brand loyalty is a priority at BeautoxEtc. To that end, we strive to make our clients feel valued, educated, connected, and well cared for.
Each client receives a complete facial assessment with photos as well as recommendations for their personal aesthetic plan. This includes a multi-modal approach to anti-aging treatment with the understanding that each client is different and has different aesthetic needs.
I also get to know all my clients personally – I am not sure if that is a business technique or just my nature. Either way, when they come in for a visit they often feels like they are chatting with a friend – about their family, job, vacations, heartaches, or whatever is on their minds. I am so fortunate to have the passion and the gift to listen and remember things about people, which makes them feel like they are in good hands.
Clients receive a great amount of education with clients before and after treatments. I have photos and diagrams in my treatment room that explains the anatomy behind aging and how I treat it. I talk about the skin cell cycle, how the body makes collagen (or doesn’t), and the real reason retinol works. After each treatment I educate them about how to take care of the treatment area at home and how to reach me if they need to.
We also offer a loyalty program for clients in addition to the vendor loyalty program. When they reach a certain amount of spending they are rewarded with a small amount of their treatment. This incentive, although a small one for me, means a great deal to them and keeps them coming back.
Automation is key! My scheduling software enables me to automate many things – clients receive automatic reminders when they are due for a treatment; they receive thank you emails at the time of booking and after the appointment reminding them how valuable they are. When they book an appointment they receive pre treatment instructions for that specific treatment, and when they check out they receive post treatment instructions. This is all automated and streamlined within my program – but makes them think I am reaching out to them specifically and they are on my mind.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building a reputation as an aesthetic nurse practitioner requires not only promoting my clinical expertise, professionalism, and commitment to patient-centered care – but actively participating in it. There have been an influx of aesthetic providers in the past few years, and it is very important to position myself as someone that every person would love to go to for aesthetic care. I have differentiated myself from my competitors by building trust and credibility, providing excellent customer care, building strong relationships with clients and educating clients and potential clients. Social media has been a great tool for this – curating my audience to specific demographics, including education in many of my posts to position myself an a seasoned expert, speaking specifically to my ideal client’s “pain point”, educating clients and potential clients, and using videos whenever I can to speak directly to them.
Contact Info:
- Website: www.BeautoxEtc.com
- Instagram: @BeautoxEtc
- Facebook: BeautoxEtc