By Remy Sisk • Photo by Matt Johnson • Sponsored
When Lisa Zax assumed the role of practice manager at The Skin Group nearly 10 years ago, she may have been new to the business, but she had a clear vision in mind, one that has guided the practice of 20 years to the multifaceted success it is today.
“My dream was to build aesthetics into the practice just because it’s natural,” she shares. “You know, who knows your skin better than a dermatologist?”
Part of what influenced the way Zax approached her leadership role was how she had observed the industry operating in other markets. She recalls having noticed in other major cities that dermatology practices were the heavy hitters in the aesthetics market; whereas in Louisville, plastic surgery practices were more prevalent.
One of the first steps toward broaching the world of aesthetics was incorporating Botox and Dysport. But Zax shares it was a very concentrated and collaborative grassroots effort to expand the practice in this way. “It was all about the people that I hired,” she affirms. “You know, finding the right people. And we really pounded the pavement: We did health fairs, we did different events, we advertised. And we just built a business, very slowly but surely. And now we have a very successful aesthetics following, which is great.”
As Zax relates, it really is a logical and customer-oriented progression, “because if they come in,” she says, “and let’s say they’re having a DiamondGlow facial done and one of our nurse injectors sees something that looks suspicious, they can go grab Dr. Zax or one of the mid-level providers to say, ‘Hey, can you take a look at this?’ And they can go on to the dermatology side instead of having to go to two different practices. We’re a one-stop shop.”
One of the keys to this success, she emphasizes, is that it is nurse injectors doing the aesthetics at The Skin Group – in other words, they’re able to pride themselves on professionals with a medical background doing these procedures, which can be reassuring for patients. Aesthetic Nurse Tanisha Ellison and Aesthetic Registered Nurse Christina Crawford are two such providers who not only know aesthetics but also have extensive medical backgrounds, setting them up to be all the more knowledgeable about treatments and trained on exactly what to do in the event of an emergency.
A great deal of this model hinges on the patient-provider relationship and ultimately the trust patients have with the professionals at The Skin Group, which extends all the way to the top of the practice. “We are totally locally owned,” Zax maintains. “You’ve got somebody born and bred here. Dr. Zax, my husband, grew up in the South End, went to St. X High School, went to Bellarmine for his undergrad, went to UofL for medicine.”
As larger corporations continue to take up space on the medical landscape and purchase smaller practices, Zax hopes patients will consider the difference: “And so you ask yourself, ‘Okay, if I’m going to go to see this doctor, would I rather go to a local doctor who grew up here and is in private practice, or do I want to go to a group that is corporately owned?’ And I think it should be important to everybody – I think everybody should be educated on where they’re going and who they’re seeing. Everybody should ask themselves that question. It’s your health.”
Thanks to their medically minded take on aesthetics as well as the authentic trust they’ve been able to cultivate in their community, The Skin Group is only continuing to boom. With revolutionary services always on the menu and events being hosted throughout the year (next up: a June 13 gathering from 5 to 7 p.m. at their Shepherdsville office!), it’s clear that Zax’s dream of merging aesthetics with medicine was one that paid off.
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