HART TO HART

Aesthetic nurse, midwife and serial entrepreneur Eleanor Hartley invites editor Anna Dobbie to visit her expanded clinic in Mayfair and discuss her vision for the wellness hub of the future

Eleanor Hartley, founder of Hart Medical, has a vision to create a holistic patient experience in the centre of London. It’s an ambitious and deeply personal project, but one that Hartley is tackling with her unique blend of clinical expertise, business savvy, and an unwavering commitment to her goals.

A VOICE FOR NURSES

Hartley speaks passionately about her desire to “carry the torch for nurses,” particularly in light of upcoming regulatory changes in the medical field. These changes, she believes, will create new restrictions, but also bring about much-needed structure to the sector. While some may view restrictions as limiting, Hartley sees them as an opportunity for practitioners to fine-tune their businesses, forcing them to elevate their practice and prosper.

In her view, as well as that of the Royal Society of Medicine, aesthetics is more than a side hustle or a casual endeavour. It’s a specialism, demanding focus, continuous education, and significant investment. “I don’t believe that medical aesthetics should be a part time or ad-hoc endeavour – you shouldn’t be working your hospital shift then dabbling with a bit of toxin on the side,” she emphasises. “You have to start with a strategy, a business plan, set goals and make a commitment to continuous learning and development.”

ADAPT AND EVOLVE

Hartley’s journey into medicine, although unconventional, was driven by a deep desire to champion women’s health. Her experience in the NHS was eye-opening, exposing her to the struggles within women’s healthcare. The lack of resources and systemic issues eventually led her to step away from the clinical environment she once loved. “I didn’t feel safe working within a system that so often manipulated the needs of women, and repetedly failed to support the practitioners on the front line”, she reflects, acknowledging how disillusioned and burnt out she became. Aturning point came when a world-famous plastic surgeon invited her to join a humanitarian trip to Ghana, delivering pro-bono reconstructive surgery in remote populations. The experience reignited her interest in her clinical skills and the surgeon invited her to join his cosmetic team upon his return to the USA. Returning from Ghana, Hartley took the opportunity for her career to evolve. This venture into the aesthetics industry provided the foundation for Hart Medical, blending business acumen with clinical excellence. She attributes her ambitions and successes to her mentors and peers, “I have worked alongside some incredible practitioners and educators, my mentors have shaped my practice and my drive to learn and continually develop my skills.” Her postgraduate education includes an MSc in Clinical Dermatology, MSc in Advanced Clinical Practice, Independent Prescribing and an Executive Health Leadership MBA.

THE BIRTH OF HART MEDICAL

Walking past a charming shop in Mayfair two years ago, Hartley couldn’t shake the idea of owning a clinic that embodied her vision of patient care. In April 2023, she officially got the keys to the building, and her vision to create a sanctuary designed to offer patients not only aesthetic treatments, but also a holistic wellbeing experience, became a reality.

A far cry from her days renting rooms in Harley Street clinics, Hart Medical is a space where every detail matters, reflecting Hartley’s aesthetics, values, and commitment to patient experience. “I have a very particular idea of how I want things to look, how I want things to smell, how I want things to feel,” she shares, underscoring the importance of creating a sensory environment that feels welcoming and safe for her, as well as her patients.

Her clinic isn’t just about treatments; it’s about fostering relationships, building community, and offering an experience that makes patients want to return. “It’s about how you feel when you are here, creating a space where people feel at home.” Hartley explains, emphasising that every detail of Hart Medical is curated to provide a integrative approach to the patient journey.

ORGANIC GROWTH

Hart Medical’s success has been organic, beginning with friends, and their friends, rapidly growing through word-of-mouth: “The biggest compliment to me is when my friends refer their family – to entrust me with their mums shows that they really believe in what I do”. However, she has even bigger plans. At less than one year old, Hart Medical is already expanding, with new clinic rooms, a longevity lounge and a unique retail concept store on the horizon. The space will also feature an adaptogenic matcha bar and a Japanese healing garden, complete with a rake, for patients to unwind and experience holistic well-being beyond traditional clinical settings. The cornerstones of Hartley’s philosophy are simple but powerful: expertise, education, and community. She’s creating a space where practitioners from various fields — aesthetic specialists, GPs, functional naturopaths — can collaborate and cross-refer, ensuring patients receive a well-rounded, comprehensive care experience. “Maybe you’re coming in for your facial but then you see we have an expert practitioner doing facial acupuncture,” Hartley envisions. It’s about offering patients more than just aesthetic treatments — it’s about treating the whole person.

CURATING WELLNESS

Hartley’s retail concept store will offer a carefully curated selection of products, from skincare to supplements, all chosen for their efficacy and story. The products Hart Medical will showcase are aligned with Hartley’s dedication to quality. “Everything must have a certain level of expertise and a story behind it,” she says. “It’s not about selling products — it’s about offering our client base items that complement their treatment journey and align with the clinic’s ethos. We’ll have the core brands that I work with, Skinceuticals and ZO Skin Health, but we’ll also rotate a showcase of different emerging lifestyle brands, offering them the opportunity to have a bricks and mortar shopfront in central London, creating a continuous offering for our clients. Hartley is also intent on fostering a sense of community within her patient base and among her peers. With plans to host events and educational experiences in her clinic’s new space, Hart Medical aims to become more than just a clinic — it’s poised to be a hub for education, collaboration, and wellness.

THE FUTURE OF PATIENT CARE

Reflecting on her journey, Hartley is candid about the challenges of running a business. “In business you need to evolve and be ready to pivot”, she explains “The best advice I have learnt on my journey is ‘you can do anything, but you can’t do everything.’ Focus on your strengths,” she urges, recognising that success comes from honing your skills and building a strong community of colleagues who excel in their respective fields. “I think it’s important when you’re working on your own not to try to be the best at everything. Focus on what you’re great at, because there’s an amazing cohort of peers who are incredible at their specialist field as well.”

With expansion on the horizon and an ever-growing community of practitioners and patients, Hart Medical looks set to become a central hub of wellness in Mayfair, thanks to Hartley’s unique blend of clinical excellence, business acumen, and passion for patient care.