Today we’d like to introduce you to Alexa Nicholls Costa.
Alexa, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
LexRx is a boutique dermatology practice and lifestyle brand, with an educational platform and sister venture, Inject With Lex. We are a boutique dermatology practice with a focus on minimally invasive cosmetic procedures and expertise in preventative and corrective treatments. The difference? The LexRx model is proprietary. We have disrupted the aesthetic market by introducing a niche approach to our menu of services, all while erasing stigmas and taboos once associated with neurotoxins (such as BOTOX Cosmetic and Dysport) and dermal fillers.
I have always been passionate in the fields of art and science. Growing up, I was always really good at art, however, I was also a very big science nerd. At Boston University, I studied PreMedicine/Health Science at Sargent College; following graduation from BU, I was accepted into the Plastic Surgery Research Lab at Massachusetts General Hospital, where I worked as a member of the Division Chief’s research team. It was during my time in research that I developed an even greater love for the field of plastic surgery.
Following my time in the lab, I attended graduate school at Regis College in Weston, Massachusetts; I was accepted into the Direct-Entry Nurse Practitioner program. During my time at Regis, I was fortunate to be welcomed back to the Plastic Surgery department at Massachusetts General Hospital for my NP clinical training. It was during my training that I found my true passion in the injectables market. However — I recognized a problem — injectables are offered in many different types of setting — hospitals, private practice, med-spas, concierge practice, salons, groupons, and beyond — but why would anyone want to go to a “jack-of-all-trades” for their injections? Wouldn’t they prefer to go to an expert? Someone who is exclusive to the injectables market? Thus, began the beta phase development of LexRx.
I convinced one of my best friends and fellow NPs from graduate school, Alexandra Rogers, to become my business partner – together we traveled to NYC to become formally certified in neurotoxins and dermal fillers. We started out very small and basic — we launched in 2015 as “TheLexNPs” — a name that we thought was totally fabulous, yet we spent so much of our time explaining what the name meant (#embarrassing). We had very simple (and in hindsight terrible) branding. We pooled together a few hundred dollars to purchase our first vial of BOTOX Cosmetic, and we hit the road via a concierge practice model.
For our first year, this approach was very savvy — we did not have the dreaded financial burden of a business loan or commercial rent.
However, the busier we got, the more we realized we needed a physical location to setup shop.
Year two, we quickly realized we needed to tighten our marketing approach, and trial the Boston market. It was around this time that I became familiar with the BU Buzz Lab (now Innovate@BU) — an entrepreneurial and innovation center for BU students and alumni. I set up a meeting with BU Professor, Ian Mashiter, and I gave him my best “TheLexNPs Pitch” — I have to admit, I was pleasantly surprised by Professor Mashiter’s enthusiasm around our little botox business. A few days after our meeting, Professor Mashiter paired me with BU MBA Alumni, Ani Collum — by far, the fiercest business woman I have ever met. My meeting with Professor Mashiter single-handedly helped propel LexRx into the thriving practice it is today.
Ani has been able to mentor, consult and advise Alex and me through the many obstacles businesses face in the start-up phase. She helped us create a one-of-a-kind brand identity through a carefully calculated, business rebranding process. With the help of another BU Alumni, Kelley Wade (CFA Alumni), LexRx came to life; we partnered with Kelley and her full-service, graphic design firm — Pinkergreen — in order to create a visual stamp for LexRx. Kelley remains the Creative Director for LexRx and is an integral part of our team. Kelley has been able to bring our ideas to life and revolutionized the way we market injectables.
After launching in 2015 via a concierge model, we grew busy enough to trial a Boston-based headquarters on Newbury Street in 2016. During our nine months on Newbury Street, we operated in a shared medical space amongst other clinicians — a financially conservative decision fit for a “proof of concept” location.
Encouraged by a full schedule and growing client base, we began the hunt for a branded space to call our own. In June 2017, LexRx became the first boutique medical practice to open a flagship location on historic Charles Street in Beacon Hill. LexRx has quickly immersed itself within an admirable collection of businesses, boutiques, culture, and history. We are members of the Beacon Hill Civic Association, the Beacon Hill Business Association, and the Beacon Hill Women’s Forum.
In an experience found only at LexRx, clients are able to select their desired services utilizing the trademarked ‘LexRx LineUp’ – a first of its kind illustrative menu-style offering of injectable treatments. The innovative LexRx Lineup includes realistic facial illustrations to help clients self-identify with needs and the recommended offerings as well as transparent pricing for all services, eliminating any potentially awkward checkout post-treatment.
The response? LexRx has become the “go-to” practice for Boston’s growing Millennial and “selfie” demographic, Generation X, and Baby Boomers; their client base features some of Beantown’s finest socialites, TV personalities, athletes, and key influencers. Some of the most successful businesses are those are focused, diligent, and masters of their craft — the motivating drive behind the LexRx philosophy. LexRx’s operates via a lean business model — an approach that has proven successful in many markets and industries. By disrupting industry norms and staying true to its core values, 100% founder-owned LexRx has remained cash-flow positive since their launch in 2015, allowing the business to grow without the burden of business loans.
With plans for growth and expansion, and a passion for remaining true to our educational core, we have been determined to differentiate ourselves in a saturated market; in January 2018, LexRx launched a sister company— Inject With Lex — which offers didactic, hands-on, advisory and consulting services for clinicians. Inject With Lex will also play a vital role in growing the LexRx team here in Boston and beyond.
Has it been a smooth road?
I was advised early on in our venture that “you don’t know what you don’t know”—and this advice has been a constant reminder to remain open to help and guidance. Given our strong foundations in medicine, Alex and I quickly recognized that while this was important to help create a “medical practice”, it was vital that we surround ourselves with experts in other industries—marketing, PR, finance, etc.—in order to help us execute our vision. While it is humbling to realize “you don’t know what you don’t know,” I am incredibly grateful for all that I have learned from our team of multidisciplinary experts.
So, as you know, we’re impressed with LexRx – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
In an experience found only at LexRx, clients are able to select their desired services utilizing the trademarked ‘LexRx LineUp’ – a first of its kind illustrative menu-style offering of injectable treatments. The innovative LexRx Lineup includes realistic facial illustrations to help clients self-identify with needs and the recommended offerings as well as transparent pricing for all services, eliminating any potentially awkward checkout post-treatment. The LexRx model is proprietary. We have disrupted the aesthetic market by introducing a niche approach to our menu of services, all while erasing stigmas and taboos once associated with neurotoxins (such as BOTOX Cosmetic and Dysport) and dermal fillers.
The response? LexRx has become the “go-to” practice for Boston’s growing Millennial and “selfie” demographic, Generation X, and Baby Boomers; their client base features some of Beantown’s finest socialites, TV personalities, athletes, and key influencers. Some of the most successful businesses are those are focused, diligent, and masters of their craft—the motivating drive behind the LexRx philosophy. LexRx’s operates via a lean business model—an approach that has proven successful in many markets and industries. By disrupting industry norms and staying true to its core values, 100% founder-owned LexRx has remained cash-flow positive since their launch in 2015, allowing the business to grow without the burden of business loans.
With plans for growth and expansion, and a passion for remaining true to our educational core, we have been determined to differentiate ourselves in a saturated market; in January 2018, LexRx launched a sister company— Inject With Lex — which offers didactic, hands-on, advisory and consulting services for clinicians. Inject With Lex will also play a vital role in growing the LexRx team here in Boston and beyond.
Who have you been inspired by?
The list is lengthy! Of course, I would have to start with my Mom — she has ingrained in my character to never settle for anything less than excellence. She has never allowed me to have doubts about myself or my goals and has always been my biggest advocate and cheerleader.
Ani Collum, MBA has truly inspired me to ignite my entrepreneurial spirit. She is by far one of the fiercest business women in Boston (and beyond!), and her relentless push for success has been a driving force in the LexRx journey.
Rebecca Love, MRN, RN, ANP is my #goals –she is the Director or Nurse Innovation and Entrepreneurship at Northeastern University’s School of Nursing and she is an experience Nurse Entrepreneur. Rebecca is passionate about empowering nurses and helping nurses innovate, create and collaborate to start businesses to transform healthcare–a true leader and inspiration for all.
Heather Bouchard, NP is not only a dear friend of mine but the reason I am where I am today in the injectables market. Heather is the Lead Nurse Practitioner in the Plastic and Reconstructive Surgery Division at Massachusetts General Hospital and has been the most incredible teacher and mentor for mastering my skillset.
Pricing:
- Fresh Faced – $600
- 86 Those 11s – $450
- Pretty Peepers – $300
- eye-Lash Out – $100
- The Pickup Line – starting at $700
- So Cheeky – starting at $700
- Pucker Up – starting at $500
- “Fill” in the Blank – starting at $500
- Fresh Face – Men – $700
Contact Info:
- Address: LexRx
121 Charles Street
Boston, MA 02114 - Website: www.LexRx.co
- Phone: 857-452-1501
- Email: Hello@LexRx.co
- Instagram: @LexRx
- Facebook: www.facebook.com/TheLexRx
- Twitter: @TheLexRx
Image Credit:
Bharat Parmar, Katie Pietrowski, Kelley Shaw-Wade/Pinkergreen
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