When Paige Davis moved her family and cosmetic care clinic, Premier Family Practice, from Starkville to Columbus in May 2022, she saw about 30 patients per week.
A little more than a year later, she’s more than quadrupled that total. But about 100 are receiving cosmetic procedures, with only 30 to 40 medical visits per week.
In response, Davis has rebranded her clinic, located at 219 Eighth St. N., as The Glow Bar, and refocused the business model to reflect a heightened demand for cosmetic procedures such as botox, hydro-facials, facelifts and non-invasive nose jobs, to name a few.
“We’ve realized over the past year after looking at the data that we do a ton more of (cosmetics) now than family medicine,” Davis said.
“Our goal is also to still do family medicine, but it was kind of more confusing (for patients) because we were also aesthetics, and people didn’t know how to take that. So from a marketing standpoint, we decided to rebrand to The Glow Bar.”
Davis isn’t the only clinic to report more demand for these services. According to a 2022 American Society of Plastic Surgeons survey, 76% of cosmetics clinics across the country have seen an increase in patients asking for cosmetic procedures, and 23% of respondents reported that the side of the business had doubled since 2020.
Davis said part of that increased demand comes from social media. With more popular influencers and content creators becoming more open about undergoing cosmetic procedures, people have become comfortable with the idea of those services.
“A lot of people thought botox and filler and all these types of procedures were kind of taboo, like you didn’t talk about it even if you got it,” Davis said. “Now with Tik-Tok and (other social media), people are just very open about how they lose weight, what they do to their face and body in general. So it’s becoming more talked about, and because of that business is booming.”
Costs for these services can range into the thousands with multiple sessions of procedures such as Laser-lipo-suction, non-invasive nose jobs and micro-needling, which all aim to improve the aesthetic look of the face and body, as well as make skin tighter and healthier, Davis said.
The Jueveau-newtox service, a neuro-toxin used to tighten muscles, also has medicinal uses to alleviate migraines and jaw clenching, Davis said. Those services cost $11 per unit, with most sessions injecting around 40 units, totaling an average cost of more than $400.
Rebranding: More than a name change
Office Manager Karoline Martin said the rebranding began in mid-June by increasing the number of cosmetic procedure rooms to three and reducing primary care rooms to just one.
Other than increasing the space for cosmetic services and changing the name, the clinic has limited the number of new primary care patients it sees to four per week and will launch a new website to improve scheduling and care information, Martin said.
“We really wanted to adjust (how we do things) since we are focusing more on cosmetics,” Martin said. “So, we rebranded to The Glow Bar so people would know what we offer. So we did that, and just changed up our clinic’s overall feeling and wanting people to come in and just feel like it is an experience.”
With the increase in business, Davis said she is now considering adding more rooms to the current office space and could even move to a new location in the near future..
“When I bought this space, we flipped the entire building, it did not look like this before,” Davis said. “I’m very partial to this building because I’ve put so much of my life into it. So we’re making this space last, but we might eventually need a bigger space. That would be more of a two to five-year plan, but I don’t know because we’ve grown so much. Maybe maybe closer than that.”
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