AI Workforce
How Pure MedSpa uses AI to scale personalized patient care
At a family-run Woodinville medical spa, an AI-powered platform now answers calls, manages prescriptions, and unifies every patient touchpoint, freeing the clinical team to focus on the people in front of them.
Gita Mani
At Pure MedSpa in Woodinville, Washington, a family’s dream of blending healing and aesthetics has grown into a sanctuary where, in their words, every guest is treated like family. Founded by Dr. Rusul Noori, the practice offers laser treatments, injectables, microneedling, HydraFacial treatments, and skin rejuvenation, all delivered by licensed medical professionals in a personalized, no-pressure environment.
To keep that personal touch as the practice scales, co-founder and general manager Cruz Noori turned to Zenoti, and specifically, to Zenoti’s AI Workforce.
At a glance
Customer: Pure MedSpa, Woodinville, WA
Co-Founder and General Manager: Cruz Noori
Zenoti tools in use: Partial list includes AI Receptionist, HyperConnect, ePrescribe, Marketing, Payroll and Tip Payouts, Automations
The result: 40–50% of missed calls converted to bookings, marketing conversion rates up from ~20% to 37–40%, and prescription fulfillment cut from 20–30 minutes to 5–10
How does AI make a medspa more personal?
Counterintuitive as it sounds, the answer for Pure MedSpa has been more automation, not less. By handing off the front-desk grind, repetitive admin, and disconnected communication channels to AI, the team can spend human attention where it matters most: in the treatment room, with the patient.
That’s the same pattern Zenoti CEO Sudheer Koneru outlined in his analysis of how smart businesses will win in 2026. He makes the case for using AI to uncover and fix the revenue gaps owners can’t see, while giving providers their time back.
One number, one patient profile, one experience
For Cruz, the deciding factor wasn’t a single feature. It was unification. Pure MedSpa had been juggling separate tools for calls, texts, and marketing, each with its own number and its own siloed data. HyperConnect, Zenoti’s AI Concierge, changed that.
When a patient receives a reminder, replies to a campaign, or calls to reschedule, the team sees the full history instantly and they never have to wonder who’s reaching out.
AI that works the front desk so the team can care for patients
Pure MedSpa’s Zenoti-powered AI Receptionist answers calls around the clock, handling bookings, reschedules, and after-hours conversations the front desk might miss.
Zenoti’s AI Receptionist converts 40–50% of previously missed calls into booked appointments for Pure MedSpa.
That’s revenue the practice might have lost, now reliably captured before patients shop elsewhere. Pure MedSpa isn’t alone in seeing this kind of lift; Spa 35 owner Warren Danforth shared a similar story in our Power User feature, where AI Receptionist gave his team the 24/7 coverage they didn’t have before.
The AI advantage extends into clinical and operational workflows, too. Zenoti’s ePrescribe has cut prescription fulfillment from 20–30 minutes down to 5–10, with one-click submission, built-in approvals, and medical director support. Automations handle the manual workflows that used to hamper the team, from client communications to operational tasks. Besides, providers move freely between rooms with fingerprint iPad login, gaining full-featured access without disrupting patient flow.
Marketing that pays for itself
Pure MedSpa’s marketing now lives in one system, with lead capture, conversion data, and revenue attribution feeding directly back into Google and Meta. The impact has been dramatic.
Conversion rates climbed from ~20% to 37–40%, nearly doubling marketing ROI.
Behind the scenes, Payroll and Tip Payouts automate time tracking, commissions, and same-day tip deposits through the myZen app, keeping staff informed and reducing administrative overhead.
The takeaway
The best technology is the kind patients don’t notice. For Cruz Noori and the Pure MedSpa team, the platform’s role is to help staff deliver a superior experience.
Deliver a better medspa patient experience
See how Zenoti’s AI Workforce can free your team to focus on clients, like it does for Pure MedSpa. Book a demo.
Written by
Gita Mani, Senior Content Specialist
As a wordsmith, Gita specializes in blog strategy and brand-forward storytelling that highlights Zenoti's solutions, customers, and industry events. She brings her personal passion for wellness to a company mission of empowering such businesses worldwide.