This week we sit down with entrepreneur, injector & device expert Dana Zeitler, PA-C for a closer look at how she’s built a successful Aesthetic practice with integrity, expertise and intention on Episode 68: Honesty at Work. Dana began her journey into Aesthetics in 2009 with a chance opportunity to get involved part-time providing laser hair removal services, and she never looked back! From LHR, she moved onto tattoo removal, and eventually, injecting, and now she’s at the helm as a success practice owner!
Over time, she honed her skills with both injectables and devices and made the next logical move. She and her husband opened D-Lux MedSpa in Naples, FL 8 years after that first chance encounter. Fast forward, and now Dana trains for Galderma & Sciton, and she frequently shares her expertise on podiums (most recently Aesthetic Next!), podcasts, webinars, and industry trainings. In addition to those engagements, she also conducts private trainings out of her Naples office, coaches other entrepreneurs, and she’s developed several resource guides to help injectors and entrepreneurs with everything from photography to consultations and more!
In this episode, we talk about Dana’s process for bringing on a new injector. She takes us through her 6 month onboarding program where new injectors act as her MA, learning and absorbing her techniques, her consultative process, her standards, and of course, her concierge-style approach to patient experience.
Each provider is trained on D-Lux’s services and modalities over time, and they are required to complete a certain number of cases and pass Dana’s quality assessment before they can ever see a paying patient. This means an injector is not cash-flow positive for the business for up to a year! But, as Dana’s seen over time, this methodical, in-depth training process pays big dividends in the long run.
We also talk about her passion for hiring true Medical Assistants for the practice. When she finally made the decision to invest in an MA, D-Lux added $600k in revenue the first year, and she attributes it to her MA. She talks alot about the importance of delegating and moving tasks that bog you down or that you simply shouldn’t do on to someone else – then inspect what you expect- but get it off your plate!
She started in laser many years ago, and her love of devices has only grown as she’s seen the transformative outcomes her patients can achieve with her protocols. She’s a big believer in “stacking” her treatments, or combining multiple devices or modalities, to create signature services that can only be found at D-Lux. We also discuss what it takes to get a new device off the ground- how to train, market, select patients, and integrate it into your overall service offerings.
One of the things that stands out most about Dana is her commitment to D-Lux’s core values, specifically honesty. We discuss how a strong commitment to honesty has enriched her practice by improving communication with and between employees, reinforcing the practice’s integrity with patients, and made her a more transparent leader when she’s busy managing a staff while also managing resources, legal and compliance, dollars and cents, marketing and more. This honest approach provides clarity and accountability, and it bleeds into her non-negotiables when it comes to following state guidelines, operating ethically and compliantly, and making sure she is doing everything in her power to safeguard the practice, her patients and the livelihood of her employees. She’s put honesty to work in her practice, and there is no doubt it’s creating value and enhancing the experience for everyone involved!
Learn more about Dana, her training opportunities and resources:
Visit D-Lux on the web at www.dluxmedspa.com
Follow Dana on IG at https://www.instagram.com/naplesbeautyinjector/ Follow D-Lux at https://www.instagram.com/dluxmedspa/
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