C A S E S T U D Y
Post-COVID Rebuild to Peak Performance:
Scaling a Medical Spa to $124K Monthly
Purely Natural
med spa
Medical Aesthetics
Location: Williamsburg, Brooklyn
Industry: Medical Spa, Beauty Injections
Scope: Aesthetic Consulting, Operations Optimization,
Brand & Revenue Growth
Project Length: 2022, 18 Months
Purely Natural Medical Spa, founded in 2010 by Harvard-trained, double-board-certified physician Dr. Cascya Charlot, is a leading medical aesthetics and wellness practice in Williamsburg. Their team of skilled injectors, estheticians, and skincare specialists delivers personalized, evidence-based treatments — from injectables and skin rejuvenation to acne care and body contouring — all designed to enhance natural beauty.
Our Solutions
Operational Consulting
Services Development
Staff Hiring + Training
PR & Influencer Managememt
Positioning
Brand & Marketing Oversight
When we entered the project, the spa was operating at a fraction of its potential:
Painpoints
Low
Revenue
Monthly revenue was stalled at $24–50k, limiting growth and reinvestment opportunities.
Operational
Gaps
The team was understaffed with only two part-time aestheticians and lacked clear protocols or training standards.
Digital & Brand
Decline
Outdated branding, a dated website, and minimal online engagement reduced visibility and credibility.
Weak Reputation
Online ratings averaged 3.5 stars on Google and Yelp, with multiple 1–2 star reviews citing long wait times and inconsistent service.
Lost
Client Base
A prolonged closure forced the business to reopen without an established or returning clientele.
Uncompetitive
Offering
Disorganized inventory, pricing, and CRM combined with a limited treatment menu made the business less competitive in Williamsburg.
The spa needed a full operational and branding resurrection to survive. Here’s what the data delivered:
How exactly
we did it?
O U R S O L U T I O N
We took a full-spectrum growth approach — modernizing the treatment mix, rebuilding the team, and installing scalable systems to drive sustainable revenue. Every decision was grounded in NYC market demand, operational efficiency, and a premium client experience.
Rebuilding the Treatment Menu
Restructured the menu around high-demand, high-margin services including advanced injectables, acne protocols, JetPeel, biostimulators, and a signature facial system. A membership model was introduced to create predictable recurring revenue and increase visit frequency.
Built a fully staffed, service-driven team with new aestheticians, injectors, and a dedicated front desk lead, supported by comprehensive training. This ensured consistent service delivery while improving sales, retention, and the overall guest experience.
Restructuring & Expanding the Team
Operational Infrastructure
Rebuilt the back end with a robust CRM, inventory tracking, optimized pricing, and standardized treatment protocols. These systems improved efficiency, increased revenue per appointment, and eliminated operational inconsistency.
Executed a complete brand refresh and relaunched the website and social channels with a story-driven content strategy. A structured review-generation system elevated the spa’s rating from 3.5 to 4.8 with over 170 new five-star reviews. Read Branding Case studies here
Digital Presence & Reputation Rebuild
Performance Optimization & Injector Consulting
Ongoing injector consulting focused on advanced treatment planning, corrective techniques, and ethical upselling with patient safety at the core. This transformed injectables into the spa’s top-performing and fastest-growing revenue category.
Our Results
5× monthly revenue growth
Increased from $24–50k to $124k/month, with injectables up 220%, facials & memberships up 310%, and client retention rising from 36% to 78%.
4.8/5 reputation rebuild
Google and Yelp ratings improved from 3.5 to 4.8, driven by 180+ new five-star reviews and a negative review rate reduced to under 1%.
Daily lead generation at scale
Gained 1,700+ organic followers, doubled engagement, and now generates 4–7 new patient leads per day.
2× team productivity
Average provider utilization increased from 38% to 82%, with consistent service delivery and injectors achieving ongoing monthly personal bests.
Premium brand upgrade
Launched a modern, elevated brand system with unified visuals, a clear treatment hierarchy, and an improved spa flow—supporting higher-value bookings and retention.
"After 12 months of working with Eugene Kurkov, we completely transformed our practice. Thanks to his insights, we scaled efficiently and now consistently generate a stable six-figure revenue."
Dr Cascya Charlot, MD
Testimonials
Is your Aesthetic Practice facing specific challenges, or are you ready to take your clinic’s performance to the next level? A one-hour Strategy Session with Eugene Kurkov offers personalized, expert guidance to help you find the right direction.
"Success is not just about speed, it's about strategy.
Plan smart, grow stronger."
Let's talk!
