NORTHBOROUGH – It’s been almost 15 years since Dr. Jean Casello opened the doors to RenovoMD, and the very first customer who walked in still comes regularly.
“We don’t have a lot of turnover when it comes to patients,” Casello said of the medical aesthetics business, which specializes in non-invasive beauty treatments.
One patient who has since moved to Los Angeles still comes back for care, as do patients from places like South Carolina and Maine.
“It’s humbling that they return to see us,” Casello said in a recent interview.
Industry embraces evolution
Billed as the premier skincare and aesthetics destination in Central Massachusetts, RenovoMD sees up to 100 customers per week. In demand treatments range from Botox and dermal filler injections to CoolSculpting as well as other popular skin rejuvenation techniques.
“We’re very busy,” said Casello, who works with a nurse and an esthetician on her staff.
While the team is busy, though, it’s never too busy to follow the latest trends in medical aesthetics.
Casello said it’s important to keep current on innovations and noted that treatments are far more advanced now than they were in the early days of her practice.
“I love that this specialty is constantly evolving,” she said. “There’s always a better treatment or approach. It doesn’t surprise me that things are changing quickly.’’
CoolSculpting represents one such innovation. The process, which helps reduce body fat, once took Casello’s practice at least an hour to do on one area on the body. Today, it only takes a half-hour to do two areas.
Team invests in training
Casello, a former internist, said she also isn’t surprised by the profitability of the medical aesthetics industry, which is projected to bring in about $15 billion nationally by 2024.
Growth in the industry is being driven by decreased risks of complications, faster recovery times and lower costs, according to the American Association of Aesthetic Medicine and Surgery.
“I knew it was a cutting-edge field and was going to go somewhere,” Casello said of the industry’s growth. “It had the potential to be big and it has been, it’s incredible to see just how many people are just now trying these procedures for the first time.”
She noted her business, highlighting two of its major assets – experience and knowledge.
“Our strength lies in teamwork and the fact that we’re knowledgeable and have a desire to learn,” Casello said, explaining that the team benefits from between one and two training webinars per week.
There are also monthly in-house training sessions.
“It’s important to learn and talk to our peers,” Casello said.
Recently, Leslie Fletcher, a renowned national expert on injections for Botox and dermal fillers, visited RenovoMD to present such an in-house training event. Fletcher, the owner of the InjectAbility Institute in California, created Arque Derma, a non-invasive alternative to a facelift that restores facial volume lost by aging processes.
“We’re very fortunate in that we’ve been able to receive training from the best of the best from all over the country,” Casello said.
All this sets RenovoMD apart, Casello said.
“The fact remains that someone could take a weekend course and say that they’re a professional injector or that they know how to use a laser,” she said. “There’s a huge artistic component to what we do that you can’t learn overnight, it takes time.”
RenovoMD eyes bright future
For Casello, RenovoMD gives her an opportunity to meld medicine with creativity.
“When you’re sculpting someone’s face with dermal fillers, you have to take into consideration a person’s ethnicity, skin type and other factors,” she said. “It’s not a one-size-fits-all and that requires creativity.”
“It’s hard to imagine skincare changing people’s lives, but it does,” she continued. “When I see someone look in the mirror and say, ‘Wow, I feel pretty good about how I look, and the confidence that brings them’ that makes me feel great.”
With that in mind, for Casello and RenovoMD, the future remains bright.
“At this stage of my career, I don’t want to grow too fast because the integrity of my business matters to me,” Casello said. “I’m all about giving people the best results they deserve and being one of the best medical aesthetic practices out there.”
RenovoMD is located at 96 W Main Street in Northborough. Learn more at renovomd.com.
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