Lifestyle Lift Abruptly Shuts Down

According to the Better Business Bureau's website, Lifestyle Lift is believed to be out of business.

The Wall Street Journal reports that the company, which claims to offer a “minor one-hour procedure with major results,” abruptly shut down a majority of its 40 surgery centers Monday and announced it would consider filing for bankruptcy.

The company, founded in 2001 by Dr. David Kent, had 40 surgery centers nationwide offering what it billed as a less-invasive face-lift procedure that required only local anesthesia and a shorter recovery time. Its advertisements boasted that the services are affordable for everyday people who want to “look as young on the outside as you feel on the inside.”

In a letter to employees sent Sunday and reviewed by The Wall Street Journal, Dr. Kent said the company “has made the decision to temporarily cease operations until further notice.” The letter tells employees not to report to work “until further notice unless otherwise instructed.”

In a letter sent to employees over the weekend, Dr. David Kent – the founder of the company – said he made the “decision to temporarily cease operations until further notice.”

“The future of the Company is uncertain and therefore it is currently developing both a wind down plan to close the business and a reorganization plan to accommodate a new investment,” the letter states.

A spokesperson for Michigan-based Lifestyle Lift tells the WSJ that the company is considering its options, one of which is filing for bankruptcy.

As of Monday, Lifestyle Lift is only providing some post-operation checkup procedures.

As one of the 'franchise model' cosmetic medicine businesses Lifestyle Lift saw dramatic growth before a series of setbacks. In 2008 it sued Realself for allowing negative reviews to be posted on the site. Realself countersued claiming that Lifestyle Lift employees were posting fake counter-reviews in violation of the sites user agreement (commonly known as 'astroturfing').

Santa Clara University School of Law professor Eric Goldman, who advised RealSelf on the case, posted about the issue on his personal blog:

No matter how many times I see it–and in the Internet era, I see it all too frequently–I always shake my head in disappointment and frustration when a company uses trademark law to lash out against unflattering consumer reviews. To these companies, trademark law is a cure-all tonic for their marketplace travails, and trademark doctrine is so plastic and amorphous that defendants have some difficulty mounting a proper defense. As a result, all too frequently, the threat of a trademark lawsuit causes the intermediary to capitulate and excise valuable content from the Internet.

In its answer, RealSelf goes on the offensive and alleges that Lifestyle Lift directly or indirectly posted shill reviews to the Lifestyle Lift discussion, thereby breaching RealSelf’s user agreement. Off the top of my head, I can’t think of another lawsuit where the message board operator sued a company for shill postings, so I think this case may be breaking important new legal ground.

The bruhaha led to an investigation by the New York Attorney General’s office and in 2009, then-attorney general Andrew Cuomo announced Lifestyle Lift would pay $300,000 and stop posting fake reviews online.

Cuomo said in a statement at the time that Lifestyle Lift’s “attempt to generate business by duping consumers was cynical, manipulative and illegal.”

Dermacare sues everyone on Medical Spa MD?

It appears that Dermacare has thrown in the towell regarding it reputation.

I received this email from Dermacare and it's CEO Carl Mudd regarding a suit that Dermacare has filed. Since this is the first contact I've ever had with Dermacare, I'm a little surprised. It makes me wonder what's been going on on that Dermacare thread that has 700 comments. 

Rather than engage in a back and forth or aim for clarity, which is what I would have recommended, or complaining to me that some of the remarks have crossed a line, (I have actually taken down many comments if they contain profanity directed at any specific individual.), Dermacare and it's CEO Carl Mudd have actually gone and filed suit. (I also received a PDF of the suit naming multiple John and Jane Does.)

Here's the email: 

VIA E-MAIL AND U.S. MAIL

Jeff Barson
(I've removed my address here)

                Re:         DLC Dermacare, LLC v. John and Jane Does – CV2008-090071

Dear Mr. Barson:

My office represents DLC Dermacare, LLC (“Dermacare”) and its CEO Carl Mudd.  I am writing in regards to the blog that you host located at www.medicalspamd.com .  As you know, you have allowed numerous persons to post information related Dermacare and about Mr. Mudd personally on your site.  The information posted is overwhelming incorrect and has served as a discussion board for Dermacare franchisees to not only discourage potential franchisees from partnering with Dermacare but to also promote the breaching of current franchisee agreements held by many of the bloggers on your site.

The comments that you have allowed to be posted on your site have evolved from mere discussions/complaints into actionable claims against the bloggers and possibly even you personally.  Pursuant to our filing the above referenced complaint we are now seeking the Internet Protocol (IP) address and the Internet Service Provider (ISP) for each of the following bloggers on your site:

  • Dermadoc
  • Mr. Bob
  • Just Another Ex
  • Passive Conduit
  • Pm
  • Jennifer D
  • Pengy
  • Mr. Freeze
  • Bastard Son of Dermadoc
  • GH
  • Maxwell Smart
  • The Clinician
  • The Real M. Smart
  • John Galt
  • George
  • Max
  • XYZAL
  • Christmas
  • Maxwell’s Silver Hammer
  • The Passive Conduit
  • The Riddler & The Joker
  • DoubleDermadare You
  • Mad Max
  • Manic Max
  • Mad as Hell in Dermacare Hell
  • A current Franchisee
  • FreeTheDerm@ yahoo.com
  • WPS
  • Insider
  • Thomas Jefferson, Jr
  • TF
  • T. Jefferson, Jr.
  • The Joker
  • Curious
  • Mr. X

Please provide the IP address and ISP for each of the above names no later than Friday, January 18th, 2008.  Should you not provide the requested IP addresses and ISP by this date I will be forced to have you served with a subpoena to obtain this information.  I have included a copy of the lawsuit that was filed in this matter for your files.  If you have comments or questions please direct them to my office.

                  Sincerely,

John N. Skiba

One North Macdonald Road, Suite 201
Mesa, Arizona 85201
Tel. 480.361.5643
Fax 480.704.3071
www.skibalaw.com

 

You can download the actual PDF of the Suit here.

I wasn't asked to keep any of this confidential so here it is. 

 

So what's Dermacare and Carl Mudd doing?

This is what is know as a CyberSLAPP suite. Basically it's a way of intimidating critics by threatening to find out their identity and hit them with some kind of suit. (read below)

You'll notice that Dermacare and Carl Mudd are demanding that I turn over everyones ISP. For those of you who are not that technically savvy, ISP = Internet Service Provider, which I have absolutely no way of knowing anyway as far as I can tell. The IP address is different. That's a unique identifier and could be used to find out who someone is.

These kinds of suits have become increasingly common as a way of combating free speech on the internet. It used to be that if someone said something unkind, it didn't matter that much since only a few people would hear about it. The net changed all of that and now someone who's unhappy with you or your business can be found by everyone so those whe illicit a lot of negative comments tend to have a rougher go of it.

My guess is that this is intended to intimidate those who may comment in a negative way about Dermacare or Mr. Mudd, and to find out who everyone is. While anonymous speech is protected by the constitution, its still unnerving to have someone you've been talking about know exactly who you are, especially if you're in some kind of business relationship. By filing a real suit against 'everyone' in the form of John and Jane Does, it allows him to issue a legal subpoena to get information. (It's basically a cynical way of using the courts which is why some states like California have laws specifically against this.)

Here are some links about these kinds of CyberSlapp suits and where the law comes down on free speech and other issues around this:

Chilling Effects Clearinghouse: A joint project of the Electronic Frontier Foundation and Harvard, Stanford, Berkeley, University of San Francisco, University of Maine, George Washington School of Law, and Santa Clara University School of Law clinics.

Do you know your online rights? Have you received a letter asking you to remove information from a Web site or to stop engaging in an activity? Are you concerned about liability for information that someone else posted to your online forum? If so, this site is for you.

Defamation
The law of defamation balances two important, and sometimes competing, rights: the right to engage in free speech and the right to be free from untrue attacks on reputation. In practice, the filing or even the threat to file a lawsuit for defamation has sometimes been used as a tool to shut down legitimate comments on the Internet.

John Doe Anonymity
Do you post to a public message boards or discussion areas on websites such as Yahoo, AOL or Raging Bull? Do you use a pseudonym, fake name or a "handle"? Has someone asked the host of the discussion or your ISP to turn over information about you or your identity? If so, then the John Doe/Anonymity section may answer some of your questions.
Topic maintained by Stanford Center for Internet & Society

Protest, Parody and Criticism Sites
The Internet, which offers inexpensive access to a worldwide audience, provides an unparalleled opportunity for individuals to criticize, protest and parody.

The following is long but you'll come away with a much better understanding of what this all means: 

About Defamation:

Question: What are the elements of a defamation claim?

Answer: The party making a defamation claim (plaintiff) must ordinarily prove four elements:

  1. a publication to one other than the person defamed;
  2. a false statement of fact;
  3. that is understood as
  4. a. being of and concerning the plaintiff; and
    b. tending to harm the reputation of plaintiff.
  5. If the plaintiff is a public figure, he or she must also prove actual malice.

Question: What defenses may be available to someone who is sued for defamation?

Answer: There are ordinarily 6 possible defenses available to a defendant who is sued for libel (published defamatory communication.)
1. Truth. This is a complete defense, but may be difficult to prove.
2. Fair comment on a matter of public interest. This defense applies to "opinion" only, as compared to a statement of fact. The defendant usually needs to prove that the opinion is honestly held and the comments were not motivated by actual "malice." ( Malice means knowledge of falsity or reckless disregard for the truth of falsity of the defamatory statement.)
3. Privilege. The privilege may be absolute or qualified. Privilege generally exists where the speaker or writer has a duty to communicate to a specific person or persons on a given occasion. In some cases the privilege is qualified and may be lost if the publication is unnecessarily wide or made with malice.
4. Consent. This is rarely available, as plaintiffs will not ordinarily agree to the publication of statements that they find offensive.
5. Innocent dissemination. In some cases a party who has no knowledge of the content of a defamatory statement may use this defense. For example, a mailman who delivers a sealed envelope containing a defamatory statement, is not legally liable for any damages that come about from the statement.
6. Plaintiff's poor reputation. Defendant can mitigate (lessen) damages for a defamatory statement by proving that the plaintiff did not have a good reputation to begin with. Defendant ordinarily can prove plaintiff's poor reputation by calling witnesses with knowledge of the plaintiff's prior reputation relating to the defamatory content.


Question: Can an opinion be defamatory?

Answer: No — but merely labeling a statement as your "opinion" does not make it so. Courts look at whether a reasonable reader or listener could understand the statement as asserting a statement of verifiable fact. (A verifiable fact is one capable of being proven true or false.) This is determined in light of the context of the statement. A few courts have said that statements made in the context of an Internet bulletin board or chat room are highly likely to be opinions or hyperbole, but they do look at the remark in context to see if it's likely to be seen as a true, even if controversial, opinion ("I really hate George Lucas' new movie") rather than an assertion of fact dressed up as an opinion ("It's my opinion that Trinity is the hacker who broke into the IRS database").


Question: Is there a difference between reporting on public and private figures?

Answer: Yes. A private figure claiming defamation — your neighbor, your roommate, the guy who walks his dog by your favorite coffee shop — only has to prove you acted negligently, which is to say that a "reasonable person" would not have published the defamatory statement.

A public figure must show "actual malice" — that you published with either knowledge of falsity or in reckless disregard for the truth. This is a difficult standard for a plaintiff to meet.


Question: Who is a public figure?

Answer: A public figure is someone who has actively sought, in a given matter of public interest, to influence the resolution of the matter. In addition to the obvious public figures — a government employee, a senator, a presidential candidate — someone may be a limited-purpose public figure. A limited-purpose public figure is one who (a) voluntarily participates in a discussion about a public controversy, and (b) has access to the media to get his or her own view across. One can also be an involuntary limited-purpose public figure — for example, an air traffic controller on duty at time of fatal crash was held to be an involuntary, limited-purpose public figure, due to his role in a major public occurrence.

Examples of public figures:

  • A former city attorney and an attorney for a corporation organized to recall members of city counsel
  • A psychologist who conducted "nude marathon" group therapy
  • A land developer seeking public approval for housing near a toxic chemical plant
  • Members of an activist group who spoke with reporters at public events

Corporations are not always public figures. They are judged by the same standards as individuals.

Question: May someone other than the person who originally made the defamatory statement be legally liable in defamation?

Answer: One who "publishes" a defamatory statement may be liable. However, 47 U.S.C. sec. 230 says that online service providers are not publishers of content posted by their users. Section 230 gives most ISPs and message board hosts the discretion to keep postings or delete them, whichever they prefer, in response to claims by others that a posting is defamatory or libelous. Most ISPs and message board hosts also post terms of service that give them the right to delete or not delete messages as they see fit and such terms have generally been held to be enforceable under law.

Question: Can an ISP or the host of the message board or chat room be held liable for
defamatory of libelous statements made by others on the message board?

Answer: Not in the United States. Under 47 U.S.C. sec. 230(c)(1) (CDA Sec. 230): "No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider." This provision has been uniformly interpreted by the Courts to provide complete protection against defamation or libel claims made against an ISP, message board or chat room where the statements are made by third parties. Note that this immunity does not extend to claims made under intellectual property laws.

Question: Must an ISP or message board host delete postings that someone tells him/her are defamatory? Can the ISP or message board delete postings in response to a request from a third party?

Answer: 47 U.S.C. sec. 230 gives most ISPs and message board hosts the discretion to keep postings or delete them, whichever they prefer, in response to claims by others that a posting is defamatory or libelous. Most ISPs and message board hosts also post terms of service that give them the right to delete or not delete messages as they see fit and such terms have generally been held to be enforceable under law.

 

About John Doe Anonymity

 

Question: How is Internet anonymity affected by John Doe lawsuits?

Answer: Often called "CyberSLAPP" suits, these lawsuits typically involve a person who has posted anonymous criticisms of a corporation or public figure on the Internet. The target of the criticism then files a lawsuit so they can issue a subpoena to the Web site or Internet Service Provider (ISP) involved and thereby discover the identity of their anonymous critic. The concern is that this discovery of their identity will intimidate or silence online speakers even though they were engaging in protected expression under the First Amendment.

Question: Why is anonymous speech important?

Answer: There are a wide variety of reasons why people choose to speak anonymously. Many use anonymity to make criticisms that are difficult to state openly - to their boss, for example, or the principal of their children's school. The Internet has become a place where persons who might otherwise be stigmatized or embarrassed can gather and share information and support - victims of violence, cancer patients, AIDS sufferers, child abuse and spousal abuse survivors, for example. They use newsgroups, Web sites, chat rooms, message boards, and other services to share sensitive and personal information anonymously without fear of embarrassment or harm. Some police departments run phone services that allow anonymous reporting of crimes; it is only a matter of time before such services are available on the Internet. Anonymity also allows "whistleblowers" reporting on government or company abuses to bring important safety issues to light without fear of stigma or retaliation. And human rights workers and citizens of repressive regimes around the world who want to share information or just tell their stories frequently depend on staying anonymous – sometimes for their very lives.

Question: Is anonymous speech a right?

Answer: Yes. Anonymous speech is presumptively protected by the First Amendment to the Constitution. Anonymous pamphleteering played an important role for the Founding Fathers, including James Madison, Alexander Hamilton, and John Jay, whose Federalist Papers were first published anonymously.

And the Supreme Court has consistently backed up that tradition. The key U.S. Supreme Court case is McIntyre v. Ohio Elections Commission. http://www.eff.org/Legal/Cases/mcintyre_v_ohio.decision

Question: How do CyberSLAPP plaintiffs discover the identity of anonymous Internet critics?

Answer: CyberSLAPP plaintiffs usually get the personal information you gave an ISP or online message board when you signed up (name, address, telephone number, etc.). Some web sites that host discussion boards might only have your e-mail address, in which case a second subpoeana to the ISP that hosts that address will reveal your identity. In many cases, even more detailed information about your use of the Internet can be obtained; it's important to realize that when you go online, you leave electronic footprints almost everywhere you go. (With advanced knowledge of the Internet, however, there are ways to cover your tracks.)

Question: Don't judges review subpoenas before they are sent to ISPs?

Answer: No. The issuing of civil subpoenas is not monitored by the court handling the case. Under the normal rules of discovery in civil lawsuits, parties to a suit can simply send a subpoena to anyone they believe has information that could be useful. That information doesn't even have to be relevant to the lawsuit, as long as it could possibly lead to the discovery of relevant information. The only way that a court will evaluate an identity-seeking subpena is if either the ISP or the target of the subpoena files a motion asking the judge to block the subpoena. Unfortunately, in practice that rarely happens. That is because these subpoenas usually have a short, roughly 7-day deadline, and because many people never even find out that their Internet data has been subpoenaed.

Question: Isn't my ISP required by law to tell me if someone asks for my Internet-usage records and identity?

Answer: Unfortunately, in practice CyberSLAPP subpenas are rarely challenged becaue ISPs often fail to notify the individual who's personal information is sought. Even when they do, the short deadline (often as little as 7 days) does not provide enough time for the speaker to find and hire an attorney and the attorney to prepare the Constitutional arguments necessary to defend against the subpena.

Question: What is a "motion to quash" a subpoena?

Answer: This is a formal request for a court to rule that your information should not be given to the requesting party. This normally includes the request, plus a legal brief (sometimes called a memorandum of points and authorities) explaining why, by law, your information should not be turned over. Samples of briefs filed in John Doe cases are available at:

EFF Archive, Cullens v. Doe, http://www.eff.org/Privacy/Anonymity/Cullens_v_Doe/
http://www.citizen.org/litigation/briefs/IntFreeSpch/articles.cfm?ID=5801

Question: What should I do if I receive notice that my ISP has received a subpoena for my data?

Answer: First you should decide whether you wish to fight to protect your identity, Internet usage records, or whatever else is being sought. You might want to ask your ISP for a copy of the subpoena if they haven't already provided one. If you decide to fight it, you should inform the ISP immediately, and you may want to request that they delay compliance to give you time to find a lawyer. Then find a lawyer, who will file a motion to have the subpoena thrown out. (If your lawyer can later prove that the lawsuit was frivolous, you may be able to recover legal fees if your state has passed an anti-SLAPP statute.)

Question: What are the typical claims behind a CyberSLAPP suit?

Answer: The most common complaints by CyberSLAPP plaintiffs are defamation, trademark or copyright infringement, and breach of contract. Speech that involves a public figure - such as a corporation - is only defamatory if it is false and said with "actual malice." It also must be factual rather than an expression of opinion. In the US, because of our strong free speech protections, it is almost impossible to prove defamation against a public figure. Trademark and copyright complaints typically claim that defendants have violated intellectual property rights by using the name of a corporation or its products, or by quoting from some of their copyrighted materials such as an annual report. In reality, the First Amendment includes a clear right to criticize and discuss corporations and their products, and the law includes clear exceptions for the "fair use" of protected material for those purposes. Breach of contract suits often involve a claim that anonymous speakers might be employees who have violated a contract by releasing confidential information. Of course, the right to anonymous speech is meaningless if a corporation can unmask your identity at will because you might be an employee breaking a promise of confidentiality.


Question: How do judges decide whether to let a subpoena go forward?

Answer: This is a very new area of the law, and there are few well-established principles. The courts do have a duty to balance the right of anonymity against the need to prevent true defamation. So far there have been both good and bad rulings from judges; fortunately several have ruled that the plaintiff must prove that his case has at least a theoretical chance of prevailing before anonymity can be stripped away. Other cases have established a set of key factors to be used in judging anonymity-stripping subpoenas. In most of these the key factors are 1) that the party seeking the subpoena provide evidence that the identity is needed; 2) that the identity is directly needed for a key element in the case; 3) and that the identity information is not otherwise available to the party seeking it. While not yet firmly entranched in the law, these common-sense principles are clearly the right way to ensure that First Amendment rights are protected while still allowing identity to be revealed when there is a genuine need to do so.

Question: What are some of the important cases in this area of law?

Answer: Important CyberSLAPP cases include Dendrite v. Does, http://www.citizen.org/documents/dendriteappeal.pdf,
Melvin v. Doe, http://legal.web.aol.com/decisions/dlpriv/melvinop.html,
Doe v 2TheMart.com, http://www.eff.org/Cases/2TheMart_case/20010427_2themart_order.html,
Global Telemedia International v. Doe, http://www.casp.net/busted.html. Additional information about these and other cases can be found by searching the Internet or looking on the Web sites listed below.

Question: Can I do anything to help change this situation?

Answer: You can do several things. Be educated about your rights. Find out your ISP's policy on the handling of subpoenas, and encourage them - and any Web sites you frequent - to adopt good policies, especially a pledge to notify you of any subpoena before any private information is disclosed. Encourage your state legislators to pass legislation requiring such notice, and press them to amend state anti-SLAPP statutes to explicitly include Internet anonymity cases.

Question: What other resources are available?

Answer: Web sites dealing with this issue include:

www.aclu.org,
www.citizen.org,
www.eff.org,
www.epic.org,
www.johndoes.org,
www.casp.net,
www.cybersecuritieslaw.com,
cyber.findlaw.com/expression/censorship.html


Question: Can someone ask for my identity even if I am not the Defendant in the case?

Answer: Yes. The rules of civil discovery allow a party to a lawsuit (the plaintiff or defendant) to ask anyone for any information that may lead to the discovery of relevant evidence to their case. However, your ability to quash such a request if you are not named as a party to the lawsuit is the same as if you are named. You can still file a motion to quash. Below is a link to the case files for such a case:

http://www.eff.org/Cases/2TheMart_case/

Question: I am in California. Do I have a right to both resist such a subpena and to ask a court to throw out the case, right away, and award me attorneys fees?

Answer: Yes. California has a specific statute, called the anti-SLAPP statute, that allows an early motion to be brought to have a case dismissed if it is aimed at silencing protected expression and participation in matters of public concern.

Code of Civil Procedure § 425.16(b)(1) provides:

A cause of action against a person arising from any act of that person in furtherance of the person’s right of petition or free speech under the United States or California Constitution in connection with a public issue shall be subject to a special motion to strike, unless the court determines that the plaintiff has established that there is a probability that the plaintiff will prevail on the claim.

A legal brief explaining the California statute further in a case involving claims of online defamation is available at:

http://www.eff.org/Legal/Cases/Kesler_v_Doe/

Question: What are the key federal decisions involving anonymous speech?

Answer: 1. Buckley v. American Constitutional Law Foundation (1999) 525 U.S. 182, 197-200;

2. McIntyre v. Ohio Elections Commission (1995) 514 U.S. 334. In that case, on page 357, the Supreme Court said:

"[A]n author is generally free to decide whether or not to disclose his or her true identity. The decision in favor of anonymity may be motivated by fear of economic or official retaliation, by concern about social ostracism, or merely by a desire to preserve as much of one’s privacy as possible. Whatever the motivation may be, . . . the interest in having anonymous works enter the marketplace of ideas unquestionably outweighs any public interest in requiring disclosure as a condition of entry. Accordingly, an author’s decision to remain anonymous, like other decisions concerning omissions or additions to the content Amendment.
* * *
Under our Constitution, anonymous pamphleteering is not a pernicious, fraudulent practice, but an honorable tradition of advocacy and dissent.

3. Talley v. California (1960) 362 U.S. 60. (holding unconstitutional a state ordinance prohibiting the distribution of anonymous handbills)

4. Lamont v. Postmaster General (1965) 381 U.S. 301, 307 (finding unconstitutional a requirement that recipients of Communist literature notify the post office that they wish to receive it, thereby losing their anonymity);

5. ACLU of Georgia v. Miller (N.D. Ga. 1997) 977 F. Supp. 1228 (striking down a Georgia statute that would have made it a crime for Internet users to “falsely identify” themselves online).

Question: Aren’t people required to explain why they’re subpoenaing my identity and other information?

Answer: Not with the initial request. The reasons for the subpena are only provided if the subpena is challenged, through a motion to quash. In opposing the motion to quash, the person seeking the information must demonstrate, at a minimum, that it is likely to lead to the discovery of information that would be useful in a lawsuit.

Question: I signed a confidentiality/privacy agreement with my ISP that provides that they will not release my information. Doesn’t that protect me?

Answer: No. Most privacy agreements state that information will be turned over in response to legal requests, and a subpena is such a request. Even if the agreement does not say so, a legally issued subpoena overrides such agreements as a matter of public policy. Each ISP has a different policy about notifying users when their information has been subpoenaed, but they cannot simply ignore a subpoena under the law without risking legal santion themselves.

Question: What does "respond" to the subpena mean?

Answer: Usually, it means that the ISP will give the requested information to the requesting person. In some cases, ISPs have resisted requests for information on behalf of their customers, but this is not the norm. Unless specifically told differently by your ISP, you should assume that your ISP will turn over your information as part of its response.

Question: Can an ISP or the host of the message board or chat room be held liable for defamatory of libelous statements made by others on the message board?

Answer: No. Under 47 U.S.C. sec. 230(c)(1): "No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider." This provision has been uniformly interpreted by the Courts to provide complete protection
against defamation or libel claims made against an ISP, message board or chat room where the statements are made by third parties. Note that this immunity does not extend to claims made under intellectual property laws.

Question: Can my ISP or the host of a message board be held liable for defamatory statements I make on the grounds that they are a "publisher" or "republisher" of the information?

Answer: No. Federal law provides: "No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider." This has been interpreted to protect hosts of discussions between other people against defamation and libel claims as a "republisher" of the information. Note that this protection does not extend to claims under intellectual property laws.

Question: Must an ISP or message board host delete postings that someone tells him/her are defamatory? Can the ISP or message board delete postings in response to a request from a third party?

Answer: 47 U.S.C. sec. 230 gives most ISPs and message board hosts the discretion to keep postings or delete them, whichever they prefer, in response to claims by others that a posting is defamatory or libelous. Most ISPs and message board hosts also post terms of service that give them the right to delete or not delete messages as they see fit and such terms have generally been held to be enforceable under law.

Question: My ISP tells me it's been asked to turn over my name as part of a lawsuit against hundreds of "John Does" in a faraway state. What can I do?

Answer: You should probably contact a lawyer, and suggest that the lawyer take a look at arguments raised by the EFF, ACLU, and Public Citizen in one of these suits (e.g., http://www.eff.org/IP/P2P/RIAA_v_ThePeople/JohnDoe/20040202_UMG_Amicus_Memo.pdf)

Sona Medspa & Spin: Paying $400k is great!

Sona Medspas has big troubles, but evidently Sona's being found guilty of misrepresentation and ordered to pay $400,000 is a good thing, at least according to the Sona Medspa CEO and PR.

Spin_Doctor.jpgFrom the Medspa Press 'article': Sona Medspa Plans For Growth After Favorable Arbitration Ruling.

"Heather Rose, CEO of Sôna MedSpa stated, This case was one of a string of cases brought against us. The coordinated attack on our business has utterly failed. We are pleased with the result of this arbitration, and even more pleased that our franchise partners are enjoying prosperity in their Sôna MedSpa businesses.

 You have to love the cajones of that last sentence about Sona's franchise partners after you read the links at the bottom of this post.

The trouble with sites like Medspa Press and other sites like it is that they have a simple format which takes press releases from RSS feeds and displays them as actual stories or articles. It's not really a bait and switch, but it's not really of great value either. It's just whatever a business in the medspa space want's to put out.

You'll notice that the source at the bottom shows that this is a straight press release from Sona, not a story from the Medspa Press Staff which is what it's supposed to look like. Do I care? Not really. They're making money from the number of 'articles' that they can get up. Read the previous Sona post and then the press release on Medspa Press. I'd be interested to read some feedback on what you think.

Medical Spa MD Series: Inside a Sona medical spa franchise.

Sona Medspas, Ron Berglund, & Medical Spa MD.

The Sona saga makes a reappearance and I get more letters from lawyers.

National%20Ethics%20Bureau%20graphic.jpgRon Berglund, former Sona Medspa Franchisee and author of the Inside a Sona Medspa posts, has had his lawyers send me a letter that says in part:

"We represent Ronald Berglund, a former Sona Laser Center franchisee who has, in the past, contributed certain blogs to your website...

... We are once again requesting that you remove Mr. Berglund's blogs with respect to Sona Laser Centers. Those blogs no longer represents his views and he no longer authorizes them to be published on your website. I am copying Mr. Kiran Mehta, counsel to Sona. We are asking that you remove these entries immediately in order to avoid further action."

There's a little more but that's the gist of it. (I'll scan the fax so everyone can read it in its entirety.)

Now I called Ron's lawyer and talked to him for a while. I thought he was a complete ass who was doing a damn poor job of trying to get me to remove anything from this site. I told him that I thought highly of Ron and didn't want to hurt him and that I didn't even have a real axe to grind against Sona. But 'old W. Michael Garner Esq. just threatened 'action's in the future'. I also told the lawyer that I didn't really object to helping Ron out, but what I did object to was using this site as some sort of bargaining chip. Certainly I feel no real obligation to post and retract comments or articles based on daily feelings and there's nothing he or Sona can do to prevent anyone from commenting or writing whatever they want.

Ron wanted to publish his story to prevent others by being taken advantage of by Sona.

It's obvious to me, and you can judge for yourself, that Sona and Ron have made some sort of arrangement. I don't know if Sona's paying Ron or not but it's interesting that, with the number of emails that Ron sent me talking about 'ethics' and referring to Sona as 'frauds', that now they're in bed together again. I guess it goes to show that personal interests will trump ethics every time.

So while I think Ron's lawyer is a complete ass and I certainly have no obligation to remove something that Ron posted directly to the public domain, I don't want to cause harm to Ron so I'm going to sort through and remove them over the next week or so.

So if you haven't read Ron's series on Inside A Sona Franchise, I'd suggest you do it now. They won't be around forever. 

American Laser Clinics Part 1: Armed guards & threats.

This series of posts details how it came to be that American Laser Clinics hired an armed guard to stand in a physicians waiting room and prevent him from seeing his own patients.

draper.bio.security.jpg

While this took place years ago, there are still lessons to be learned.

In November of 2005 I was contacted by Dr. Vaugn Moody,  the medical director of an American Laser Center in Draper, Utah. (Yep. The same ALC that's running the laser hair removal infomercials.) Dr. Moody had been the medical director for ALC and had built out a new clinic in Draper. ALC had moved with him and were renting 4 treatment rooms and a front desk area. ALC had a staff of about six young women (early 20's) who were generally autonomous. About medical spa franchises.

Dr. Moody called and asked to meet and discuss the possibility of leaving American Laser Clinics and associating in some way with Surface.

According to Dr. Moody, American Laser Clinics was constantly late paying him for overseeing their operations and operating far outside the acceptable norms of ethics and acceptable medical standards. He was unhappy with a long laundry list.

  • American Laser Clinics was initiating IPL fotofacials without adequate or proper training for their staff.
  • The ALC technicians were being hired, given an hour or so of training from the other technicians and then performing treatments.
  • Dr Moody, the medical director, was entirely removed from any interaction with patients. The staff gossip was that the ALC staff had been told never to referr a patient to Dr. Moody's clinic since he'd try to 'steal them'.
  • Patients were being diagnosed and treated without being seen by anyone other than a technician with no medical licensure or training. 

Dr. Moody twas being sued by a patient who had been burned from a bikini line hair removal. The most interesting thing about this was not the fact that they had burned someone but that the burns showed the treatment pattern and that it was obvious that they had intentionally not treated the entire area but were 'skipping' ever other pulse. During later conversations with staff members they represented to me that they were actually trained to do that to save time.

The patient suing Dr. Moody (and American Laser Clinics) had been treated by a new hire who, without any supervison, had used the IPL Fotofacial head rather than the hair removal. Additonally she'd turned the device up. The result was a perfectly detailed burn that ran from her navel down to her pubis and resembling a zipper with that skipped pattern. The patient, who was supposedly a swim suit model heading for Las Vegas, was not happy. And rightly so.

Dr. Moody also told me that ALC staff treated a number of patients after he told them specifically not to because the laser was not resetting itself correctly and needed to be serviced. The result. Burns again. 

This litany of horrors went on and on. The staffs of both clinics were almost openly hostile. The situation was unmanagable and getting more so.

I should insert here that Dr. Moody went to medical school with one of our physicians and there was some pressure from that quarter to help him out. There was also the idea of converting his entire clinic to a Surface clinic which was Dr. Moodys positon from the start.

I ended up having a number of meetings with Dr. Moody. The situation was bleek but after a few weeks of dinners and a number of long conversations I agreed to convert his clinic to a Surface locaton after he disentangled himself from American Laser Clinics.

Of course there were a few problems. First, Dr. Moody claimed that he was afraid that ALC would not only retaliate by suing him, but that he might be in physical danger from them. He constantly spoke of ALC being run by 'mobsters'. At first I thought this was kind of funny.

Dr. Moody sent a letter to ALC that basically said that he would not sign a lease at that location and that they had 30 days to find another location. I saw and read the letter before it was sent and there were some other notes in there about late payment and such but that was the gist of it. (There was a letter of intent at the time but no lease so Dr. Moody was fine there.)

ALC did not go quietly into the night. 

Rick Frisk, who I think is a vice-president, was one of the founders of American Laser Clinics and had know Dr. Moody for a long time, called. Dr. Moody described the call to me as a lot of yelling and threats. Now I'm aware that people often exaggerate to make a point. But in this case I was there during a number of the calls and could hear the speaker on the other end. (Dr. Moody also recorded at least one of these calls and possibly more with a little recording device he'd bought at Radio Shack.)  I could hear some of what was said and listened to the recorded converstaton that Dr. Moody provided to me. I've never heard or seen anything quite as nasty. Rick's boss, the President of American Laser Clinics (I forget his name as I write this) threatened to spend his last cent to 'break' Dr. Moody among a long list of profanity. There were any number of these calls. The one's I was privy to were at least ten minutes long.

What had really upset Rick and the ALC gang was that Dr. Moody had spent long hours at night copying all of their patient records. Now as the medical director he actually had a right to access these records but ALC was not happy with having their entire database of clients copied by someone who was kicking them out and obviously had designs on their business. Dr. Moody now had copies of every patient contact sheet that ALC had at the clinic. I can't remember exactly how many there were but it was an entire wall full and had taken at least 30 hours of work at night to copy.  

Then the shit really hit the fan.

American Laser Clinics hired an armed guard to protect themselves, their records, and their patients, from Dr. Moody.

The picture at the top of this post is of that guard standing in the front of Dr. Moodys clinic. I took the photo. It's difficult to see but the guard actually had a gun on his hip. It was crazy. The guard had been informed that Dr. Moody was a threat to the patients and staff and he took his posting seriously. Any time that Dr. Moody would walk towards his office (where I was standing and where the picture was taken from) the guard would run down the hall and confront him to prevent him from whatever.

All the while American Laser Clinics is treating patients. That woman in the photo is a patient filling out paperwork.

Let me reiterate:

  • American Laser Clinics is performing medical treatments on patients while an armed guard prevents the physician responsible for their care from seeing them.

I thought I'd seen it all but I guess not. The ALC staff members had been instructed to have no contact with any of other clinic staff and they were telling patients that the guy with the gun was just waiting for someone to get of work or some such nonsense. I would certainly love to have been privy to what the patients were thinking. There were a lot of angry looks from the ALC girls.

By the second day even I'd had enough. 

I called a few contacts I have at the local news and had a camera crew sent out. At the same time Dr. Moody called Utah's Department of Licensure and complained to them about these 'illegal' treatments going on inside his clinic while the guards were there. (They hadn't heard of this before either.)

It was priceless watching the film crew show up. Dr. Moody, who used to be an Elvis impersonator, escorted the camera right up front and started interviewing the guard and the ALC staff. I guess he felt safe enought that the guard wouldn't shoot him in front of the TV camera. The guard went all shades of red. It was somewhat funny but I felt really bad for the entire ALC crew. They were scrambling for cell phones like they were drowning and their cell phones were reserve air tanks. The poor security guard was obviously asking his boss for directions. He didn't know if he should plug'em all or run.

Dr. Moody spent 20 minutes interviewing the ALC staff asking them who their medical director, who's clinic it is, and why there's a guy with a gun there. 

Then the inspector from DOPL showed up. (I have photos of this entire phase.)

The inspector was really a take charge kind of guy. The TV cameras didn't even phase him.

Then two police cars and the security guards company owner show up.

Let me set the stage again: We have an Elvis impersonator with a TV crew, the State, the Cops, Dr. Moodys staff, and the ALC staff.... and patients coming in for laser hair removal. 

 I have to say that the State inspector and the cops were really good. The first thing that the cops did was run the security guards off the property as soon as they determined who owned it. They left in a hurry. ALC was not as fortunate.

The State shut them down on the spot.

They reopened the next day and treated a number of patient without any medical supervison (Dr. Moody took photos of all of this) but the State was on to them and they closed for a few more days while they scrambled. They ended up hiring a PA to literally sit in the waiting area all day. They met the deadline and moved back to their previous location.

But the saga is not yet over.

The patient who was burned sued ALC and Dr. Moody making them co-defendants.

ALC sued Dr. Moody for breech of contract claiming that they had a lease (which they did not).

During these procedures Dr. Moody was ordered to turn over all the American Laser Centers patient records that he had copied. He turned over a few few hundred but the vast majority were never turned over. I don't know specifically what the order stated but every single ALC record was copied and then entered into the front desk computer database with emails and contact info.

So, that's how it happened. Any thoughts? 

Inside Sona Medspas Part 7: Required IPL's & Lasers

 Medical Spa MD - Inside Sona Medspas Part 7: Required IPL's & Lasers

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise l Part 2: Sona Promises l Part 3: The Franchise Pitch l Part 4: Legal Structure & Revenue Sharing l Part 5: Opening a laser clinic l Part 6: Medical Directors & Physician Oversight

Sona Medspas: Required IPL's & Lasers

 

acclaim_7000.jpgWhat IPL's & lasers did Sona mandate? 

When Sona rolled out its original franchise program in late 2002, the only service specifically discussed in the written documents was "laser hair removal". There were some vague references to other services but there was nothing specified at this point. In addition to a franchise agreement, and possibly an "area development agreement", Sona required franchisees to execute a "laser placement agreement" ("LPA"). The LPA stated that initially two Cynosure Apogee 9300 (long-pulse alexandrite) lasers with accompanying Smart Cool chillers would be installed for each franchised center. Based on sales revenues over the term of the agreement, additional lasers would be installed as different revenue "benchmarks" were achieved.
 
This program seemed like a good deal at the outset. We would not be required to lease or purchase this very expensive equipment (each laser + chiller had a retail list of about $90,000) and all payments and service would be taken care of with our monthly revenue share payment.
 
The standard franchise agreement and LPA provided that Sona's monthly revenue share-- which covered laser placement, service and maintenance in addition to the Sona franchise fee-- was based on a sliding scale which initially ranged from about 27% of gross sales for sales under $60,000 per month dropping to about 15% for sales over $100,000. As the franchise evolved over the first sevral years this program changed significantly. By late 2004 Sona switched to a new program whereby franchisees were encouraged to lease or buy their lasers. In addition to Cynosure lasers, Sona also allowed franchisees to purchase Orion/Alma lasers as well as the Harmony IPL ("AFT") System as the service offerings of Sona had also expanded considerably by this time.
 

What technology decisions were elective?

Initially, franchisees were not permitted to use any equipment except for Cynosure (we found out later in litigation that Cynosure had a significant ownership interest in Sona-- I believe 40%-- which was not disclosed to us).
 
When Sona initially rolled out its new "skin rejuvenation" program a variety of additional equipment-- also Sona mandated-- was required. During the first wave of this program my partner and I leased a $50,000 equipment package which included a VISIA imaging booth, DiamondTome microdermabrasion system, and ultrasound imaging and treatment systems. We also briefly tried to use the Photogenica "Mini V" pulsed dye laser also sold by Cynosure. Subsequently Sona entered into an agreement with Orion (now Alma) and the Alma lasers and Harmony System became available for lease or purchase.
 

Did Sona get kick backs" that you know of?

Many of the franchisees engaged in gossip about this. We heard "through the grapevine" that Sona did not allow us to use Lumenis equipment because Lumenis refused to play these games. I clearly recall a statement by one of the Sona officers at their big national meeting in March 2004 that if we purchased the new skin rejuvenation package from Sona we would be able to take advantage of their volume buying discounts, etc. Naturally, I was dismayed when I later received the cost breakdown on the included equipment and saw that all equipment had been sold to us... surprise!, at retail list prices.
 

Did you interact wth the technology companies directly? 

Since I ended up with ten pieces of Cynosure equipment you can imagine that I interacted with Cynosure a great deal. My interactions with the other companies were minimal. We found the Cynosure lasers to be hugely problematic. The treatments-- whether with the Alexandrites or Nd:YAG-- were extremely uncomfortable for many of our clients. The efficacy was far short of what we had been led to expect from Sona--- and from Cynosure's very limited representations (their web site at the time mentioned that most people are satisfied after four treatments which is ridiculous). Most important, the Apogee 9300s were VERY high maintenance and required extensive service. These lasers are gigantic-- and whenever repairs were required-- even simple flash lamp replacement-- it was necessary to have a Cynosure service technician perform the repairs on site. During part of the time I was operating we had a service technician in the Twin City area but on many other occasions technicians were flown in from all over the U.S.  This was not my problem during the term of my Sona franchise, but when I later effected a "divorce" from  Sona it became a huge-- and expensive-- headache. 
 
One of the biggest problems with the Sona program is that the agreements did not provide for the aftermath. As our lasers began to wear out from extensive use, neither Sona or Cynosure had any specific requirement to replace them with new ones-- even though we were initially still required to fork over typically about 22% of our gross revenues to Sona in exchange for having our equipment provided. The only "blessing" I received is that after using the lasers heavily (and paying for them heavily) for two years I was allowed to purchase them at their depreciated cost of $7500 each. This "blessing" was significantly tempered by the amount Cynosure required for an ongoing service contract (over $12,000 per year PER LASER !) and the value of used Apogee 9300 lasers on the resale market. Needless to say, I was appalled to find that lasers I had payed almost $100,000 each for just a couple years ago were now virtually worthless.
 

Two very important lessons: 

  1. Always find out-- and get in writing-- the costs of service and maintenance AFTER the product warranty expires, and
  2. Check out the values on the current used market of the device you are looking at-- there are a number of companies on the Internet hat are doing a lot of this.
Good to know this up front. I could not even GIVE AWAY my used Apogee 9300 lasers because prospective buyers found they could almost get new equipment with warranties for very close to what they would be paying just to service my old lasers!  

Inside Sona Medspas Part 6: Medical Directors & Physician Oversight

 Medical Spa MD - Inside Sona Medspas Part 6: Physician Oversight

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise l Part 2: Sona Promises l Part 3: The Franchise Pitch l Part 4: Legal Structure & Revenue Sharing l Part 5: Opening a laser clinic

Sona Medspas: Physician Oversight


c1d0dfefba.jpgAbout medical oversight at Sona?

What did Sona tell us?  Sona gave us some rather generic information about the requirements for a medical director as they were aware of the pertinent statutes and regulations.

Sona's manuals included a generic "Medical Director's Manual" and "Nurse Manual" which covered some of the relevant concerns. Their franchise documents and verbal statements naturally put the burden on each individual franchisee to get legal counsel in their state to cover all the bases, etc. They provided us with a generic "standing orders and protocols" document for the nurse to provide to the treating nurses (or "laser technicians") which provided a good start for most.

I know that in California and a number of other states the standard Sona model did not work and these franchises had to have significantly more creative (and expensive) legal work done to structure the operation properly. In a number of other states the clinics had to be located literally "across the hall" from the medical director- or the clinic had to incur significantly higher expense to have a physician actually "on sight" to comply with that state's laws and medical board regulations. (Read: Can a non-physician employ a physician.)

In Minnesota we employed the standard off-site "medical director" model which required a licensed physicians to "oversee" clinic operations and protocols. (Read: Physician oversight in medical spas l Mid-level providers in medical spas)

Sona was strict about requiring our docs to review and either sign or initial each patient chart and each entry on every treatment log to double check that proper parameters were being used, etc. We also had a decent system set up requiring "adverse event" reports for every "incident" which was also sent to the corporate office each month. Fortunately, we had very few adverse events over the years--partly because the majority of our treating nurses were primarily interested in CYA and not having any of their patients experience "discomfort" or causing any minor burns or blisters. Due to the very conservative teaching and recommended parameters furnished by Sona our BIGGEST problem through the years was with EFFICACY.

The majority of our treated patients still had significant hair remaining after five treatments-- which caused most Sona operations to slowly crumble due to patient dissatisfaction and demands for additional free treatments, etc.

Did your system work for your medical directors?

The main problem encountered by both Minnesota clinics for the first few years of operation was keeping a medical director in place.
 
We went through a succession of medical directors for a variety of reasons-- retirement, relocating, not being comfortable with the procedures or the risk involved (vs the small fee we were willing to pay the medical director which ranged from $1500 to $2000 per month per center).
 
The most outrageous situation was our young dermatologist who was forced to give up her "moonlighting" job due to an edict issued by her boss-- who coincidentally was the head of her department at a major university and also owned a competitive laser center in the same city!.
 

Medical Oversight Problems?

The centers in Minneapolis and St. Paul actually operated without incident for six and four years respectively without incident until a female police officer treated in St. Paul (Woodbury) experienced a minor burn typical of treating skin with a "base tan" with high parameters required for Alexandrite laser hair removal treatments beyond the third or fourth treatment when high parameters are required for efficacy. 
 
Even though I told this woman that our nurse absolutely followed our established laser parameters, etc. she insisted that the nurse had done something wrong so she lodged a formal complaint with the Minnesota Nursing Board. The nursing board did a preliminary investigation and shipped the case to the Minnesota Attorney General's office where it is still under investigation. All this attention caused me to take a close look not just at the Minnesota statutes and regulations covering physicians but also the Nursing Board Act.
 
I was very surprised to see the level of detail required to legally employ nurses to operate lasers in Minnesota. I wrote a separate blog on this topic in another section of the web site where I asked if anyone out there was aware of a college or university that could provide a 30 hour course on the use and operation of lasers required by the nursing board.
 
They also require a very detailed delegation /prescription document from the physician to the nurse similar to what a nurse would need to legally dispense prescribed medications.
 

What questions did the staff have about this?

In order to try to avoid getting my staff riled up and worried about these "legal" issues (and the fact that they may have been guilty of "practicing medicine without a license"), where they were potentially  at risk of losing their nursing licenses, etc., my usual practice was to say as litle about this as possible.
 
My nurses were always well trained (especially after we started doing our own in-house training) and always treated patients cautiously. As we became more experienced we began doing more and more test spots-- even though these were not encouraged by Sona for the 80% of our patients who were Caucasian. 
 
After our business had collapsed financially in early 2006 we actually operated for several months without a medical director because my partner refused to dig deep enough to pay for one and we were primarily treating existing patients by this time.
 
During the late spring of 2006 my experienced nurses started to ask directly who the medical director was and they noticed that nobody was reviewing the charts on a weekly basis as had been done the previous three years. At this point I told them that my personal friend (a dermatologist who had been traveling regularly between Florida and Minnesota the past five years and had served as our director for several months previously) had agreed to act as our medical director for the time being. This was a stretch, of course. It is tough to do things right when you are stone cold broke!
 

Whart were your concerns with the medical aspect of the business? 

Once again-- hind sight is 20/20. But in the aftermath of my Sona experience I am more convinced than ever that MEDSPAs are not the place for entrepreneurs and non-medical businessmen. Most of the "doc in the box" business models have collapsed-- and I believe more will soon follow.
 
I believe the survivors will be the physicians who are actually owning and operating the clinics. This makes sense marketing wise-- as docs can market extensively and much more economically to their existing patient population-- as well as legally. I would venture a guess that a prospect is five times more likely to respond to a direct mail piece or a newsletter that comes from her physician than a mailer from an unknown operation that-- for all she knows --could be operated by any flake out there (maybe even a telephone call center headquartered in Michigan!).
 
Ron Berglund

Inside Sona Medspas Part 5: Opening a laser clinc.

Medical Spa MD - Inside Sona Medspa series Part 5: Opening a Sona Clinic

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise l Part 2: Sona Promises l Part 3: The Franchise Pitch l Part 4: Legal Structure & Revenue Sharing

Opening a Sona Laser Clinic

 

How did you hire? 

My partner and I hired our first employee several months before our build out was completed, so she had to be very patient. She was a "friend of a friend" and after a couple interviews we decided she would be an excellent choice for the key position of lead sales consultant. She had an extensive operational background based on her experience running a vererinary clinic for her former husband. She had also recently completed cosmetology/estheiology school, and she had an oputstanding personality. The only thing she lacked was actual sales experience, which concerned me a great deal. I hoped that her other qualities would make up for lack of actual sales background.
 
Shortly after hiring her we hired another "friend of a friend" for the extremely important "front desk" position. Once I had a good idea about our projected opening date based on the progress of our 2850 sq. ft.build out I was able to schedule our staff training visit to corporate headquarters in Virginia Beach which took place over a 10 day period in February, 2003. I ran several newspaper "help wanted" ads but was unable to hire a nurse to operate the laser in time for the nurse to accompany the rest of us to Virginia Beach. We had to hire a full time and part time nurse as soom as we got back and arrange for Sona to send a training nurse to Minnesota in late February to train them. We ran several ads in the St. Paul Pioneer Press and were successful in filling the positions but did not give ourselves adequate time to screen a sufficient number of candidates to allow us to find stellar employes for these extremely critical positions. 
 

What support did Sona provide? 

Sona provided support for our opening by providing fairly decent operations manuals and clinical manuals, providing OK staff training during our visit to Virginia Beach, and sending an experienced laser nurse to Minnesota to train our full time and part time nurses. Sona also sent several people to St. Paul to assist us with set up and installation of our equipment, furnishings and decor, as well as to participate in and "assist" with our "grand opening" which was held in early March, 2003. 
 

What was Sona good at?  

Once again, hind sight is 20/20. Therefore, as I reflect back on the content and delivery of the training and support Sona provided I am able to evaluate whether or not Sona actually delivered what they promised they would, as well as whether or not the guidance and training provided was beneficial or detrimental to the success of the operation. Perhaps more significant than any misleading claim or breached promise Sona made was the fact that it touted having a "proven business model" and a "formula for success" when this in fact proved NOT to be the case. Aesthetic lasers and the services available today have been cleared in the U.S. for these popular indications for less than a decade.  The medical spa pioneers of the early 2000s have barely had time to truly figure out how to properly market, sell, and deliver these services properly. Many entrepreneurs had the idea that opening a medspa would be similar to opening a Kinkos-- and as many of us have discovered nothing could be further from the truth.
 
Sona actually did a fairly decent job of helping to train my original staff on the critical components of laser hair removal sales and delivery in accordance with the Sona business model in effect in early 2003. That model has changed significantly since that time as the Sona management team has tried to react to a host of franchisee failures, complaints and litigation. Their help with set up-- even including hanging pictures on the walls and showing our nurses how to properly arrange storage cabinets-- was excellent. Their assistance with our "grand opening" was, however, worthless. And based on four years of experience trying to profitably operate a med spa I can certainly say that their promised guidance and support along the way was pathetic.
 

What did they say they would do that they did not do? 

Sona's extensive list of breached promises was previously detailed in an earlier section
 

Did I have a business plan? 

My partner had financials and an operating budget from his Minneapolis operation which we used as the basis for a "rough" business plan for the new St. Paul center. I was able to easily peg our monthly expenses for the critical elements of the operation including rent, Sona's "laser placement (revenue share) fee", insurance, postage, printing, utilities, credit card fees, etc.  Payroll expenses would be based on the number of employees needed to run the operation (which would-- of course-- increase as the number of clients needing treatments increased), and the amount spent each month for advertising was based on Sona's recommendation of a minimum of $15,000 per month up to $100,000 gross revenues and 15% of revenues thereafter. No matter how "scientific" you try to be with a business plan, however, you really have no idea how many of your advertising dollars are going to result in lead calls, for example. Estimated costs are pretty easy to come up with, but you need a crystal ball to determine what your anticipated income might be.  Three very significant things that impacted my operation long-term were the extremely SEASONAL nature of aesthetic services (in Minnesota, June through December can be hell), the low-margins actually experienced when all expenses are accounted for, and the tendency of advertising sources to diminish after a period of time.  For example, for our first year of operation the St. Paul Pioneer Press was a very effective and consistent advertising medium for us. However, after about 18 months the costs of leads and sales generated in our primary newspaper vs. the costs of the ads made it a questionable source to continue with. After a period of time, it seems that every resident of the St. Paul metro area  who actually reads the paper (and the younger market in increasingly NOT reading newspapers) had seen our ads multiple times. After a while, the ads seem to wear out their effectiveness. Radio ads-- on the other hand-- almost NEVER cost justified. Direct mail and quarterly newsletters would have probably been our best place to spend money. Unfortunately, Sona never emphasized these avenues so by the time we thought about it it was already to late!
 

Inside Sona Medspas Part 4: Legal Structure & Revenue Sharing

Medical Spa MD - Inside Sona Medspa series Part 4: Legal Structure & Revenue Sharing

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise l Part 2: Sona Promises  l Part 3: The Franchise Pitch

The Medical Spa Legal Structure & Revenue Sharing

Who owned what? 

My partner and I set up an LLC to own and operate our laser center. Since our intention was to "dominate the market" in the Twin Cities, he and his daughter executed both Sona franchise agreements and "area development agreements" for the greater Minneapolis metropolitan area and he and I did the same for the St. Paul area. The agreements were rather vague as to the number of centers required to maintain "exclusivity" for the Twin Cities, but these concerns soon became semantics due to the inability of the business model to generate real profits.

How was the money divided?

My partner and I were 50/50 owners of our LLC. Sona had no ownership interest in the LLC, but shared in revenues generated each month by virtue of the "revenue sharing" provisions contained in the franchise agreement.

The standard franchise agreements contained a sliding scale ranging from a 27% share of gross revenues at the $60,000 monthly revenue level which percentage dropped to under 20%  when monthly revenue exceeded $100,000.

My partner and I received a slightly reduced revenue share percentage which started at 22% of gross revenues due to the fact that my partner was one of the original Sona affiliates. The revenue share payment encompassed the franchise royalty, laser lease and laser maintenance and service.

What did we have to do? 

In accordance with the franchise agreement, we had to follow all the Sona dictates and limitations on our operations-- right or wrong-- or be faced with an action for violation of the agreement. 

During the first year of operations we were limited to performing strictly laser hair removal services utilizing the Sona/Cynosure Alexandrite and Nd:YAG lasers. We could not do anything else-- or use any other equipment-- during the first year of operations. We were not even allowed to sell any product. I got in trouble for trying to sell SkinCeuticals sun block as Sona didn't even offer a sun block!  We wererequired to spend a minimum of 15% of gross revenues on advertising and marketing but were encouraged to spend more. At this point we were being told that the "successful" operations such as St. Louis were spending over 20% and were doing gangbuster business. Sona was of course happy to see its franchisees spending enormous amounts on advertising since Sona's revenue share was based entirely on gross revenues. Whether a franchisee actualy made any real PROFIT or not was not their concern.   

During the second year of our tenure Sona introduced a very "half baked" program for skin rejuvenation services including the DiamondTome microdermabrasion system, the VISIA skin analysis system, the Cynosure "Mini V" pulsed dye laser, and several other pieces of equipment.

How much control did Sona have? 

Due to Sona's extremely one-sided franchise agreement, they had pretty much 100% control over our operations. We were free to hire our own employees and medical director and determine how much to spend -- and where-- for advertising, but that was pretty much the deal. Sona furnished many sample print ads but allowed us to create our own so long as we gave them an opportunity to "approve" them before publication.

Inside Sona Medspas Part 3: The Franchise Pitch

Medical Spa MD - Inside Sona Medspa series Part 3: The Franchise Pitch.

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise. Part 2: Sona Promises

The Medical Spa Franchise Pitch:


Sona and its officers made numerous representations to prospective franchisees such as my partner and I regarding Sona’s “magic formula” for success. They had to promise a great deal to justify the astronomical price they were charging for admission. Their representations were supplemented by written materials, sales materials, and information provided on their web site and other franchise web sites such as Bison.com.

Sona claimed that it had developed a “proven business model” for removal of unwanted hair through laser technology that could be utilized by franchisees with no prior experience in the field and with great success, because it had the “fastest, most powerful laser technology and offered services at much lower fees than competitors.” My three year hitch with Sona, and the failures of numerous other Sona franchisees, certainly makes this representation look absurd. The only thing “proven” about their business model is that it is proven to drive many followers to bankruptcy. I will go into the “fastest, most powerful laser” statement later in the story.

Sona’s claim to have a patent-pending “revolutionary” concept, that removed 93 to 97 percent of hair in all areas permanently in five treatments also proved to be totally bogus. Dennis Jones specifically said that Sona would offer clients a sixth treatment at no cost if the first five had not removed all hair, but that this was “extremely rare.” Sona also said that this “patent-pending process” resulted in hair removal in “less time with better results” and that ensured that franchisees had “a compelling competitive advantage.” These misrepresentations proved to be an “economic death sentence” for many of us. Our entire business model was premised on the understanding that the treatment packages we sold would be completed- and our clients satisfied- after the five pre-paid treatments were performed. Unfortunately for those of us holding the bag—and whose “necks were on the line”—the overwhelming majority of our clients required significantly more than five treatments to achieve anything even close to 90% hair removal. After over promising thousands of clients during the first 18 months of operation, we found there way no way to get out of the corner we had painted ourselves into.

Sona stated that it was safe to use Sona’s laser hair removal processes two weeks after sun (or tanning bed) exposure sufficient to tan the skin. Furthermore, they told us that after treatments our clients could immediately return to tanning. Both of these statements proved to be totally false. Tanning proved to be an incredibly dicey aspect of the laser hair removal process, and added an additional wild card to our safety and efficacy problems.

Sona claimed that it had other proprietary technologies that gave it a major competitive advantage, including a topical anesthetic called “Sonacaine” that minimized any discomfort resulting from the laser treatments. As we quickly discovered, there was absolutely nothing proprietary about their 4% lidocaine topical product.

Sona further claimed that whereas our laser hair removal competitors would be unable to successfully treat blonde, red or gray hair, we would have an “exclusive license” for a product called “Meladine” (produced- coincidentally- by another company owned by Dennis Jones). According to Sona, their magical “Meladine”, which they claimed was proven to be effective in clinical studies, would make light colored hair follicles “visible” to lasers. The use of Meladine in our clinics would therefore “enable all hair colors to be treated”, would make our Sona Laser Center far more competitive than other laser treatment venues, and would increase our revenues substantially.” Not surprisingly, those of us who incorporated the use of Meladine in our operations found that it not only did not work as claimed, but that it also set us up for having to give thousands of dollars in refunds to unhappy clients. My experience was that the success rate of Meladine was almost nil. I cannot even imagine how much this fiasco cost us in terms of creating unhappy clients who would do nothing but spread negative goodwill about our business.

Sona claimed that its operations typically resulted in a 55 percent gross profit margin or more. They further claimed that we could expect to achieve “break-even” with gross revenues between $44,000 to $50,000 per month. Sona’s franchise offering circular showed pro formas reflecting financial results at assumed revenue levels ranging from $50,000 per month to $125,000 per month and earnings ranging from $288 to $36,240 per month. The same offering circular stated that average monthly gross revenues were over $65,000. At this level, it was stated that earnings would be $6,768 per month. Sona’s officers privately whispered to many of the franchisees that they could easily expect to receive an actual profit of 20% of gross revenues each month. Unfortunately, in the real world I don’t think any of the Sona franchisees made any true “profit” at all when the ramifications of selling prepaid packages for cash upfront played out. The entire financial projection furnished by Sona proved to be misleading, unsubstantiated and blatantly deceitful. One needs to simply look at the track record of the pioneer affiliates and franchisees who have been falling like dominoes during the past two years to substantiate this conclusion.

Sona claimed that their company-owned laser centers in Virginia were profitable. Sona never furnished profit and loss statements from their corporate-owned centers, but I would wager my first born child that an analysis of their financial statements- or the statements of any Sona center in the entire U.S.- would establish that nobody was actually making a profit.

Sona stated that it surveyed, reviewed and tested all lasers on the market, and had selected only the best, state-of-the-art lasers, manufactured by Cynosure, for use by franchisees. Moreover, Sona’s program provided “continuous maintenance and replacements to keep each center a step ahead of the competition.” Mindful of the very competitive and fast-paced landscape of the medical laser industry, I was very hesitant to handcuff myself to dealing with a single laser manufacturer. At the time, I had heard very little about the Cynosure company, and I would have much preferred to be able to negotiate with any of the dozen or more leading providers of equipment suitable for laser hair removal. The one advantage I did see, however, was that we would not have to purchase (or lease) our lasers as Sona’s franchise agreement incorporated a revenue share agreement for the lasers. Hindsight is always 20/20, and in hindsight I discovered a number of things that made even this aspect of the Sona program a disaster. First, a number of us later discovered in litigation that Sona did not “survey, test and select” the Cynosure lasers at all. In fact, Cynosure was a 40% owner of the Sona corporation. This meant that we had no ability to negotiate freely with other laser companies, and we were essentially a “captive audience” of Cynosure. Second, as will be detailed later, the Apogee 9300 lasers furnished by Cynosure were horrible.

Sona stated that it had “television, radio and print media materials … unsurpassed in the industry” that were worth “hundreds of thousands of dollars”. Sona promised that these materials would be made available to franchisees, not only for the grand opening, but also for “the ongoing success of the center.” Sona further promised to provide hundreds of thousands of dollars in new additional advertising each year as part of the base franchise fee it charged us. Sona also stated that it had a “corporate marketing director” and “marketing staff.” A grand opening event would be planned and executed by Sona that would include press releases, media packages, radio and television appearances, and an “all out media blitz.” Not surprisingly, Sona’s entire marketing program was pathetic, and most of us essentially took on the entire responsibility for advertising and marketing on our own.

Sona further claimed that it provided world-class, state-of-the-art training “that goes far beyond standard industry practices”. Sona stated that even franchisees who had no prior experience with the market would be fully trained and able to run their businesses successfully. “There is no more in-depth training to be found,” Sona claimed. After operating the center for several months, we found that Sona’s “world class” training was so bad that it actually proved to be a negative. Among other things, the clinical training provided to our nurses and Sona’s treatment protocol recommendations were so ultra-conservative that – in the typical case—we later found that most clients were not being treated at an efficacious energy fluence until their fourth or fifth treatment. Many of the clients were just beginning to achieve a percentage of permanent hair reduction at the point in time when they were expecting to be 90% complete! A large part of the blame for this relates to the fact that Sona took a high-volume “McDonalds” approach to laser hair removal and did not allow the time necessary to perform the necessary test spot procedures before actually beginning treatment. I now recommend that anyone doing laser hair removal spend 15 minutes testing several different energy and pulse duration parameters—and observe after 24 to 48 hours for skin and hair response before actually treating a client. Following the Sona program, I found that time and time again my nurses would go ahead and use the Sona ultra conservative treatment protocols to treat- for example-an entire pair of legs. This session might take 90 minutes (at $20 to $35 per hour for the nurse performing the treatment) and consume over 3,000 precious laser pulses to complete. And under the “patent-pending Sona concept” we would not provide a second treatment for the client treating her legs for four months (the longest treatment interval I have ever observed!). The client would typically have received only three of her prepaid treatments after a year, and she was often still being treated at energy levels below what was required for an efficacious result for her. This was a recipe for thousands of unsatisfied clients and hundreds of arguments for additional free treatments.

Sona represented that they had custom-designed “world class” software that would facilitate operation of multiple centers including scheduling appointments and managing cash. Not surprisingly, their software was a “cheapo” merger of off the shelf Quick Books and Goldmine which proved to be totally inadequate and incredibly cumbersome. The invoicing was so difficult and awkward that my “front office coordinator” would typically spend entire days creating invoices which should have been able to be done in seconds with an adequate software system. And the reports? Forget about it! I have since discovered that the basic $799 MedSpa package sold by Orchid is far superior to what we were provided by Sona. $799 vs. $400,000???

Sona stated that the franchise was a “turn-key” operation; that is, Sona agreed to delivere a center to the franchisee that was ready to operate, requiring only minimal preparation on the part of franchisees. Moreover, Sona claimed that the center could be operated without direct involvement of the owner and entirely through employees (i.e, that it was suitable for investment by an absentee owner). This statement is so preposterous that it doesn’t even deserve a response.

Sona further stated that each franchisee would have a dedicated account executive at headquarters who would be available to assist in resolving any problems or issues. The various individuals assigned to our account during my three year stint had one thing in common—not one of them had actually operated a med spa! Unfortunately, what they also had in common is that they were of absolutely of no help whatsoever. The only advice their head marketing guru could give us when we pleaded with him for help in the fall of 2004 as we were sinking like the Titanic was to “spend more on advertising”. Are you kidding me?

Sona also stated that franchisees would enjoy a large tax savings due to deferred revenue in the first year of operation. This proved to be another incredible trap, and the Sona reports generated by their “world class software system” were a mystery to our tax accountants. Sona’s accounting system required that we essentially keep two different set of books. One accounting was on a cash basis and would track the revenues we took in and our monthly expenses. The second accounting was on the accrual basis and tried to account for the treatments performed as we were not required to pay taxes on amounts taken in for pre-paid treatments until the services were actually performed. Trying to do a standard tax return with this convoluted system was beyond pulling teeth! And with a confusing accounting system and financial statements such s these, can you even imagine how difficult it was to try to produce financial statements in an effort to sell the business?

Finally, it was stated that the Sona business was “high margin” and a “proven business model”. Right! And I’ll see you in bankruptcy court, too!

Unfortunately for me, virtually each and every one of the aforementioned representations proved to be untrue, false, and flat out wrong! As if this wasn’t bad enough, Sona also made a number of promises that were to be delivered “up front” in consideration of its franchisees forking over from $125,000 to $400,000+ including the following:

To provide “world class” training and set-up services, software management systems, advertisements, furniture and fixtures, office equipment and software, medical supplies and other supplies and equipment for opening the center. Sorry. Once again all untrue.

Sufficient training for the owner and up to four other individuals that would be adequate for them to open and operate the center, together with a set of manuals that would enable owners to operate the business. The manuals were Ok for allowing someone to get started with a medspa. Other than that, training was totally inadequate and very amateur.

Assistance with site selection and lease negotiation. My partner and I selected our own site. I had a hard time believing that a real estate “expert” from Virginia could do a better job of selecting a good site than two businessmen who liven in the Twin Cities their entire lives and had retained a local commercial real estate agent.

Advice on construction, set up and opening, organizing the business. Surprise! This was one—perhaps the only- aspect of the transaction in which Sona was quite helpful.

Assistance with determining and assessing the local demographics and hiring staff and a medical director. Their “assistance” consisted of providing us with one sentence recommended help wanted “ads” for the local newspaper! Then again- what do you expect for $400,000!

Assistance with the installation of equipment. What laser company does not do that!

Finally, Sona agreed, during the operation of the businesses, to provide:

Reviews and analyses of the operations of the individual franchisee. Once again, their help was a joke.

Improvements in administrative bookkeeping, accounting, inventory control, and general operating procedures. Are you kidding?

Updates to manuals to incorporate improvements and new developments. Big deal.

Periodic telephone and electronic mail assistance on daily operations, marketing, advertising, financial management, personnel and other operating issues. The real reason Sona took a continuing interest in these matters was to insure that they got their hefty “cut” right off the top. Their “laser placement fee” cut ranged from as high as 27% of gross revenues to 15% based on sliding scale. It was beyond painful to cut them a check for an average of $22,000 each month. After paying an average of $20,000 for advertising, over $20,000 for payroll (average), rent, insurance, supplies, etc. it became impossible to pay ourselves anything after a short while.

Review of proposed equipment, supplies and service contracts to see if they met the specifications of the Sona system. Sona’s one-sided documents gave it absolute control every aspect of the business, so when the business started to fail we were utterly helpless to do anything about it. They even hassled me about trying to sell a sun block as they didn’t offer one during the first 18 months of our stint.

Administration of a system-wide advertising and promotional fund. Sona actually spoke early on about “national advertising” campaigns and had delusions of grandeur about having 100 centers operating by the end of the first year, etc. It was preposterous.

Assistance with laser equipment, servicing, maintenance and repairs. This was such a nightmare I need to dedicate an entire chapter to it—I will get to it down the road.

Ron Berglund 

Inside Sona Medspas Part 2: Sona promises.

Medical Spa MD - Inside Sona Medspa series Part 2: Representations & Promises.

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

Read Part 1: Why I bought a Sona Franchise

List of Sona Representations:


The following Sona representations were contained in either (or both) the Sona ads, brocures, web site, franchise sites, the franchise agreement, the UFOC and/or given verbally. Many of the promises and reps were made in each of the above places. All the Sona docs were pretty consistent-- kept repeating pretty much the same crap throughout. Three big ones I recall being made verbally are--

  1. the expectation that a franchisee will see a 20% profit provided revenues exceed $60,000 per month;
  2. the statement by Dennis Jones that "all you have to do is follow the plan and you were guaranteed to succeed" (he always claimed the failures were due to people failing to follow his "plan")
  3. When I told Jones and Noon that I was scared to death about telling all these people they can expect 93% to 97% permanent reduction after 5 treatments when I myself did not get nearly that good a result from my five treatments at the Edina, MN affiliate center, they both told me it was due to the fact that "the Edina center wasn't followiong the patented Sona concept and the proprietary Sona treatment schedules".  Once again, this turned out to be total bull.

The complete list. Sona represented that:

  • It had developed a “proven business model” for removal of unwanted hair through laser technology that could be utilized by franchisees with no prior experience in the field and with great success.
  • It had the “fastest, most powerful laser technology and offered services at much lower fees than competitors.”
  • It had a “patent-pending” “revolutionary” concept, that removed 93 to 97 percent of hair in all areas permanently in five treatments.
  • Sona would offer clients a sixth treatment at no cost if the first five had not removed all hair, but that this was “extremely rare.”
  • Sona also said that this “patent-pending process” resulted in hair removal in “less time with better results” and that ensured that franchisees had “a compelling competitive advantage.”
  • It was safe to use Sona’s laser hair removal processes two weeks after sun (or tanning bed) exposure sufficient to tan the skin.
  • After treatments our clients could immediately return to tanning.
  • It had other “proprietary technologies” that gave it a major competitive advantage, including a topical anesthetic called “Sonacaine” that minimized any discomfort resulting from the laser treatments.
  • Whereas our laser hair removal competitors would be unable to successfully treat blonde, red or gray hair, we would have an “exclusive license” for a product called “Meladine”.“Meladine” was proven to be effective in clinical studies, and made light colored hair follicles “visible” to lasers.
  • The use of Meladine would “enable all hair colors to be treated”, would make our Sona Laser Center far more competitive than other laser treatment venues, and would increase our revenues substantially.
  • Its operations typically resulted in a 55 percent gross profit margin or more.
  • We could expect to achieve “break-even” with gross revenues between $44,000 to $50,000 per month.
  • Sona’s franchise offering circular showed pro formas reflecting financial results at assumed revenue levels ranging from $50,000 per month to $125,000 per month and earnings ranging from $288 to $36,240 per month. The same offering circular stated that average monthly gross revenues were over $65,000. At this level, it was stated that earnings would be $6,768 per month.
  • We could expect to receive an actual profit of 20% of gross revenues each month.
  • Their company-owned laser centers in Virginia were profitable.
  • It had surveyed, reviewed and tested all lasers on the market, and had selected only the best, state-of-the-art lasers, manufactured by Cynosure, for use by franchisees.
  • Sona’s program provided “continuous maintenance and replacements to keep each center a step ahead of the competition.
  • Sona had “television, radio and print media materials … unsurpassed in the industry” that were worth “hundreds of thousands of dollars”. These materials would be made available to franchisees, not only for the grand opening, but also for “the ongoing success of the center.”
  • It had a “corporate marketing director” and “marketing staff.” A grand opening event would be planned and executed by Sona that would include press releases, media packages, radio and television appearances, and an “all out media blitz.”
  • It provided world-class, state-of-the-art training “that goes far beyond standard industry practices”. Even franchisees who had no prior experience with the market would be fully trained and able to run their businesses successfully. “There is no more in-depth training to be found.”
  • They had custom-designed “world class” software that would facilitate operation of multiple centers including scheduling appointments and managing cash.
  • The franchise was a “turn-key” operation; that is, Sona agreed to deliver a center to the franchisee that was ready to operate, requiring only minimal preparation on the part of franchisees. Moreover, Sona claimed that the center could be operated without direct involvement of the owner and entirely through employees (i.e, that it was suitable for investment by an absentee owner).
  • Each franchisee would have a dedicated account executive at headquarters who would be available to assist in resolving any problems or issues.
  • Franchisees would enjoy a large tax savings due to deferred revenue in the first year of operation.
  • The Sona business was “high margin” and a “proven business model”.

List of Sona Promises:

  • To provide hundreds of thousands of dollars in new additional advertising each year as part of the base franchise fee it charged us.
  • To provide “world class” training and set-up services, software management systems, advertisements, furniture and fixtures, office equipment and software, medical supplies and other supplies and equipment for opening the center.
  • To provide sufficient training for the owner and up to four other individuals that would be adequate for them to open and operate the center, together with a set of manuals that would enable owners to operate the business.
  • To provide assistance with site selection and lease negotiation.
  • To provide advice on construction, set up and opening, organizing the business.
  • To provide assistance with determining and assessing the local demographics and hiring staff and a medical director.
  • To provide assistance with the installation of equipment.
  • To provide reviews and analyses of the operations of the individual franchisee.
  • To provide improvements in administrative bookkeeping, accounting, inventory control, and general operating procedures.
  • To provide updates to manuals to incorporate improvements and new developments.
  • To provide periodic telephone and electronic mail assistance on daily operations, marketing, advertising, financial management, personnel and other operating issues.
Ron Berglund

Inside Sona Medspas Part 1: Why I bought a Sona franchise.

Medical Spa MD series: Inside A Medical Spa Franchise: Part 1

These posts are written by former Sona Medspa owner Ron Berglund to provide an inside view of the way medical spa franchises recruit, train, and support their owners as well as detailing some of the problems with medspa franchises.

You may ask additional questions using the comments link at the bottom of the posts.

Part 1: Why I bought a Sona Medspa franchise?


Long ago, in a galaxy far, far away, a friend of mine opened one of the original six Sona operations in a suburb of Minneapolis. This was during Sona's "pre-franchise" period. Sona owned and operated a couple corporate centers in the east (the headquarters was in Virginia Beach) and a number of individuals (all non-physicians) opened centers in various parts of the country. I believe the initial operations began in late 1999 and 2000. The original owners were called "affiliates" and operated under a licensing agreement. Sona required that they use the "Sona approved" Cynosure Apogee 9300 alexandrite lasers, and the operations were limited to strictly laser hair removal.
 
The founder is an individual named Dennis Jones.
 
My friend and his daughter operated their laser center in Edina, Minnesota as a Sona affiliate from the fall of 1999 through early 2003 when they "converted" to a franchise under Sona's new franchise offering which was rolled out late in 2002. I had taken up my friend's offer to have his staff remove some of the unwanted hair on my back some time prior to this.
 
Even though I knew my friend and his daughter were still pretty much just "breaking even" financially at this time, I was very intrigued by the operation, the lasers, and the fact that this seemed like pretty much a "ground floor" opportunity at the time (circa early 2002). I had been working as an employee in the spa industry for some period of time and I knew first hand about the dawning of the "medical spa" throughout the U.S. Having been "working for the man" most of my career, I was also looking for an opportunity to own my own business-- to finally take my own shot at achieving "the American dream". For these reasons, I casually mentioned to my friend that "the Twin Cities is a big place" and it would seem to make sense to operate more than one center in MSP to take advantage of shared advertising and other synergies. "When you are ready to open a center in St. Paul", I told my friend, "please give me a call."
 
Some months later, my telephone rang and my friend and I discussed the prospects of forming a partnership and opening a second Sona Center in one of St. Paul's premier suburbs. Sona was on the verge of switching from its original affiliate program to a franchise program, he said, and since he was one of the original six he claimed that he had been promised "special treatment". Whereas everyone else would have to pay over $400,000 to own a Sona franchise, my friend had been led to believe that he would be allowed to open additional centers on a "cost of merchandise" basis only. Needless to say, this sounded intriguing to me, so my partner and I decided to move forward with the opportunity. The first step was to get more information about Sona and the new Sona franchise program, so I scheduled an appointment and booked a flight to Virginia Beach in the early fall of 2002.
Ron Berglund