$120K Before the First XERF Treatment: BG Medical Aesthetics

$120K Before the First Treatment:
The XERF™ Launch Strategy Fueling BG Medical Aesthetics & Beautiful Glow’s Growth

For BG Medical Aesthetics & Beautiful Glow, a luxury med spa & beauty Spa at San Gabriel/Los Angeles Hilton, success with a new technology isn’t accidental—it’s strategic.  Led by Melody Hsieh-Hornstra, Chief Beauty Officer, and Dr. Feras Bashir, Chief Medical Officer, BG Medical Aesthetics & Beautiful Glow has built a reputation as a premium, results-driven practice known for understanding its patients deeply and delivering experiences that justify top-tier pricing. When they introduced XERF®, they didn’t just add another device. They built their entire treatment strategy—and revenue engine—around it.

$120,000 in Pre-Sales—Before Treating a Single Patient

BG Medical’s XERF success story started before the device even arrived.

“As soon as I signed the contract, I started pre-selling,” says Melody Hsieh-Hornstra.

Through education-first videos and direct outreach to existing patients, BG Medical generated $120,000 in pre-sales—without running paid ads and before performing a single treatment.

“Pre-selling only works when trust already exists,” Melody explains. “These were existing patients who believed in us.”

Within two weeks, they sold more than 30 XERF treatments—a signal that confirmed both patient demand and the strength of their positioning.  Then in October, they hosted a launch event and sold “celebration packages”, generating $160,000 in additional revenue

Positioning XERF as the Core Treatment Modality

From day one, BG Medical made a deliberate decision: XERF would be positioned as the core platform—not an add-on.

“We only bring in premium platforms that anchor the treatment plan,” says Dr. Bashir. “The question was: does this add real value for our current clients?”

After extensive research and review of clinical studies, the answer was clear. XERF became the foundation around which other treatments—such as Mosaic 3D™ and PicoSure® Pro—were strategically layered.

“Patients don’t just stop after XERF,” Dr. Bashir notes. “They build their care around it.”

Premium Pricing, Premium Experience

BG Medical’s patients know exactly what they want:

• Immediate visible results
• No needles
• No downtime
• No numbing
• Exceptional comfort

XERF delivered on all fronts.

“You can only charge premium prices if you deliver premium value, experience, and results,” Melody says.

To elevate the overall experience and results, BG Medical incorporates XERF into a comprehensive, results-driven treatment protocol—combining skin preparation, hydration, and curated luxury touchpoints to deliver consistent outcomes beyond a single device.

Demand That Sustains—and Grows

Unlike many devices that spike at launch and fade, XERF demand at BG Medical has remained consistently strong.

“Even after launch, it keeps selling,” Melody explains. “Every day we get two to four calls asking specifically for XERF—by name.”

Patients often start with a single treatment, see visible results, and then upgrade or commit to maintenance plans.

“This isn’t a one-off treatment,” Dr. Bashir adds. “It’s part of a long-term maintenance regimen.”

To date, BG Medical has sold well over 500 treatments with XERF. BG Medical is recognized as the #1 XERF practice in the U.S

Clinical Results That Drive Word of Mouth

Clinically, the results have exceeded expectations.

“People see immediate improvement—and the results are sustained,” says Dr. Bashir.

BG Medical has extensive experience with ultrasound-based technologies, and reports a clear preference among patients:

“Many ultrasound patients at our clinic have chosen to upgrade to XERF,” Melody says, “XERF delivers immediate, visible results with lasting improvement, and it allows us to customize treatment based on each patient’s facial structure and anatomy — something no other device in the industry can truly offer.”

XERF has also expanded BG Medical’s patient base, attracting a more diverse demographic, including patients who previously sought treatment elsewhere.

“People are coming from everywhere to get XERF,” Melody says. “It’s opened up a different demographic for us.”

Marketing Without Paid Ads—Education Wins

BG Medical’s marketing strategy mirrors their clinical philosophy: education over promotion.

• No paid advertising
• SEO-driven content
• Educational videos explaining why XERF works
• Strong referral engine fueled by visible results

“Referrals are the most important thing,” Melody emphasizes.

She also credits Cynosure Lutronic’s external marketing support as a key advantage.

“Having strong company-backed marketing assets makes a huge difference,” she says. “The support has been excellent.”

Looking Ahead: XERF as the Long-Term Anchor

For BG Medical Aesthetics, XERF isn’t a trend—it’s a pillar.

“We thought it might just be another RF device,” Dr. Bashir admits. “But it’s proven to be a blockbuster.”

Moving forward, the strategy is clear and intentional:

• Keep XERF as the core treatment modality, serving as the foundation of our facial and contouring approach
• Continue building complementary, customized protocols around it, integrating the latest technology to deliver consistent value and visible results
• Expand structured maintenance programs to support long-term outcomes, trust, and patient retention

But what truly makes this model work goes beyond technology.

At BG Medical, patients respond to the care behind the entire journey. From the first consultation to treatment design, technology selection, execution, and long-term follow-up, every step is thoughtfully designed with intention.

The experience is personal, consistent, and relationship-driven — grounded in the kind of care typically reserved for family. Combined with the latest technology, an elevated experience, real value, and measurable results, this end-to-end approach is what builds trust and long-term relationships.

“It’s working for us,” Dr. Bashir says, “and more importantly, it’s working for our patients.”

“Because our goal isn’t to change who they are — it’s to bring them back to their real beauty and confidence.” Melody says.