Medical Spa Insider Unreasonable Hospitality: How Staff Culture Drives Med Spa Success
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Jul 2, 2025 
Lisa Lickstein, Co-owner and COO of Lickstein Plastic Surgery and Medical Spa, discusses her transformative approach to leadership driven by 'unreasonable hospitality.' She shares insights on building a thriving patient base and how a staff book club fosters teamwork. Lisa highlights three key rules for embedding this culture within a team, and reveals the importance of enhancing 100 patient touchpoints to elevate the overall experience. Expect to learn how strong company culture translates into better patient relationships and business success.
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Christina's Path to Med Spa Growth
- Christina Hobgood Naugle, a PA-C, built a thriving med spa patient base by transitioning from surgical PA to clinical director.
- She cultivated deep patient relationships through empathy and skill, growing the practice organically, even expanding during COVID.
Hospitality vs Customer Service
- Hospitality differs from customer service by focusing on the feeling and experience, not just task completion.
- Providing "unreasonable hospitality" means delivering more than expected routinely to create memorable customer impressions.
Three Rules of Hospitality
- Apply the three rules of unreasonable hospitality: be present, be flexible, and make every experience unique.
- Adapt every patient interaction to individual needs to create bespoke, memorable moments in your practice.
