Med Spa Marketing

One of the most impactful inventions tools for bringing clients in through digital marketing are booking systems. When marketing to potential clients online (whether through Facebook, Google, or other platforms) the primary goal is to bring them into your Med Spa. Right? We're in business to get customers. Booking systems have made this pretty seamless for customers and it also allows Med Spas to scale their digital without having to hire additional staff or increase overhead.

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Another way to bring leads into your Med Spa is by utilizing the telephone and click to call buttons. Click to call is a button that when clicked automatically calls the med spa. If your demographic tends to be older this strategy may work to your advantage. Keep in mind click to call is more challenging to scale (unlike the booking system we mentioned). When marketing with a call-to-action that involves a phone call you can't have the same scalability. You may need to hire additional call reps, admin workers, etc. There is a benefit that click to call marketing has over the booking system and that is phone interactions provide your team with the opportunity to personally sell your services.

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Some visitors prefer to fill out a form and expect someone will contact them. While we recommend including a form at the bottom of your website we NEVER advise against relying on a form solely while marketing online. Those who fill out forms are the least committed in the Med Spa industry. There is also a gap of time between the interest and the sale, leaving your competitor time to swoop in.

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The next way to get more foot traffic is SO important that it has it's own section, local SEO. It's debated, but for local services "Near me" search terms are alive and well. MD Marketers predicts they will stay in high demand. Remember how we were talking about buyer intent above? These "near me" searches are the opposite of form-fill. They are actively looking for a nearby Med Spa, likely to make a decision quickly with buying intent. Your marketing efforts should ensure that your Med Spa is the one they choose.

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Marketing to online leads will result in Med Spa customers. Digital marketing is arguably the most critical component in gaining new patients within the Med Spa industry. Let's now explore in great depth how we can market our med spas. That is attract customers from search engines, social media platforms, our database, and other marketplace platforms.

It's true.. digital marketing performs better than traditional marketing in the Med Spa industry. You would think the one-way street is to start on Digital Dr. and end up in Spa St., but this road goes both ways. There are a couple reasons to market to your existing customers by integrating them into your online efforts. We’re not talking about virtual visits here (although we will touch on the use of virtual consultations shortly).

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One effective marketing strategy to bridge your offline and online marketing is through contests, sweepstakes, and other engagement focused activity. This marketing tactic encourages your customers to interact with your online platforms. We recommend marketing a contest at the spa. It should feature prizes that are related to your services. Your contest should include entry requirements that align with your Med Spa’s overall goals. This is crucial, because this is the WHOLE POINT. These requirements might include tagging a friend (to grow business), following your social media page (to grow your following), leaving a review (to grow your Google listing), or posting a picture of themselves using a product or service (building a community). Each of these actions engages your customers and draws them to additional initiatives of your medical spa.

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The power of user-generated content can be stronger than most traditional marketing approaches. It helps build a real offline relationship. This approach will boost engagement as well. The reason is that people are more likely to interact with a post from their friends than with a direct post from your Med Spa. Hard, but blatant, truth. A marketing strategy that consistently encourages user-generated content typically enhances online reputation, strengthens relationships with your existing customer base, and is pretty fun too!

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QR codes were created to bridge the physical and digital worlds for marketing purposes. QR codes can be placed in areas such as your reception area(s), treatment rooms, and promotional materials. QR codes have been around for marketing for a while, but never seemed to blow up. After COVID, QR codes became a norm for menus, operations, and.. finally.. marketing.

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You can utilize the physical space of your Med Spa to bring people online, view menus, and download information on specific products and services. Many of our Med Spa clients enjoy Event-specific QR codes lead customers to a dedicated landing page. For example, a QR code on a St. Jude shirt that brings users to a page that reads "15% Off For Those Who Support St. Jude". Can you imagine the scalability of a marketing tactic similar to that one? We can, and it's awesome! The ability to track how many scans originate from each event enables us to invest more where ROI is higher.

It takes the guess work out of traditional marketing. Is the customer coming from promotional materials, a charity event, a billboard off your exit? You can track progress daily, weekly, monthly, or yearly, gaining a clear picture of how your marketing efforts convert into customer actions. Now, online or offline, you know where every dollar of your marketing budget goes and EXACTLY what it did for your Med Spa.

Before we jump in to the growing need to market your med spa, let's take a look at the overall growth of the medical spa industry. It has experienced exponential growth over the past several years(approximately 10% annually since 2017). In 2023 the global med spa market was more than $19.05 billion. If the medical spa market continues to soar in this fashion it could reach $78 billion in the next 10 years.

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But why?

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MD Marketers attributes this explosive growth to two key components - content creation of individual (coming up with a "personal brand") and the aging population with modern medicine. Of course people want to look good as possible, but social media maybe affecting the med spa market in a different way. As family, friends, and of course marketing influencers share their results on social media platforms the visibility of treatments increases dramatically. This has created a ripple effect that is increasing demand.

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Another factor for the growth of the industry is our global population continues to age due to modern medicine advancements. This causes a growing population that desires services to maintain youthfulness. Our industry is one that sees the greatest benefit as it is minimally invasive. These trends are two of many that fuel the growth of medical spa marketing, and the industry as whole. It is important to craft marketing strategies that compliment this growth.

MPO with Yelp

Marketplace optimization involves enhancing a business's presence on marketplaces, such as Yelp. Fortunately, for most med spa owners, we are able to rank our own site over marketplaces. Think of a Real Estate agent who has Zillow, Trulia, Redfin, AMH, Apartments.com, etc. to compete with OR incorporate into their strategy. This makes them key players in the industry, not really direct competitors. For med spas, we really just have yelp. Yelp is the easiest to rank above of all marketplaces, but it's a good idea to improve visibility within Yelp as well. We can do that with paid advertising and optimizing or listing content, responding to reviews, and managing photos. A well-managed Yelp profile can significantly impact a Med Spa's online reputation and online efforts.

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Nassif MD Med Spa

Nassif MD does a rockstar job with their local SEO. They have a clear target and demographic and dominate search engines in the Beverly Hills area. They have a click-to-call button making it easy for potential clients to schedule appointments. Their social media is active, particularly on Instagram. Nassif MD Med Spa has an internal influencer, Dr. Paul Nassif. Dr. Nassif is a renowned facial plastic surgeon, which greatly impacts the Med Spa's credibility.

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Chic La Vie

Chic La Vie Med Spa resides in our hometown of Las Vegas. What I'd like to mention here is that their website is optimized for mobile use and they utilize QR codes to bridge the online-offline gap. Their social media (again Instagram being the focus) highlights patient testimonials, before-and-after images, and promotional offers. They complement Las Vegas's luxury aesthetic through their spa and social media.

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Manhattan Med Spa

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Manhattan Med Spa targets the New York City area. The website incorporates easy-to-use online booking and click-to-call options, exactly what we recommend. Their social media presence is consistent and slightly different than the others mentioned. They are focusing on educating their audience. They also showcase real patients to build trust and engagement. Remember people are much more likely to engage with their friends post than with our post. I also love how their site, brand, and entire vibe is local to the urban client base of New York.

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Conclusion

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Incorporating Yelp into your strategy is beneficial, but the holy grail is optimizing your website to rank above marketplaces. If they are on a marketplace they are comparing business to business. If they are on our site they are comparing service to service. Which one does your Med Spa deserve?

Let's discuss some marketing trends in the medical spa industry that we suggest keeping an eye on. The most important, automation and personalization. We will also touch on trends such as virtual consultations and influencer partnerships since the TikTok and Instagram have dominated the content world.

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Automation and personalization is revolutionizing how Med Spas market. We went from emailing a general blast to being able to reference names, last visits, and where we met the lead (and do so streamlining everything).

Automation has enabled us to keep marketing from the time someone books an appointments to following-up in 60 days. Automation makes this tactic scalable. This enhances efficiency and frees your staff's (and marketers) time. If you happen to outsource your marketing it saves quite a bit of money to hire someone that focuses on automation.

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Virtual consultations can also be helpful in making customer game plans and having an opportunity to sell your packages via zoom to people not quite ready to come in. Hims has done this with men supplements. By offering a discreet and convenient way to start the conversation gives your marketing team the chance to sell more services. Offering a convenient way for potential patients without leaving their homes is sure to drive sales.

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Anything in the beauty realm relies on influencer marketing. That's nothing new. Since the days of black and white TV marketers put influencers and beauty together as a successful strategy. What has changed is where those influencers are. Influencer partnerships, especially local ones, have become a powerful tool for Med Spas. Local influencers bring relatable and trusted information to your audience. Word of mouth and digital marketing is powerful - and this is a way to drive both.

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Last but not least, we have a wellness component that is shaping med spa marketing tactics. There is a growing demand for products, services, and treatments that prioritize natural ingredients. Promoting sustainability, eco-friendly, and natural practices have doubled and even tripled the amount of patients for med spas. People want to feel good about their purchase and their appearance.

Search Engine Marketing

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Search Engine Optimization (SEO) is the process of driving organic traffic to your Med Spa’s website, while Pay-Per-Click (PPC) marketing refers to paying for each click on your ads. You might wonder, why pay for clicks when you can get SEO clicks for free? Marketing organically is a long-term game. It requires a solid foundation and extremely focused, valuable content to rank—like this one for the term "Marketing Your Medical Spa." For instance, if you want to rank for "Best Med Spa in Vegas," search it. Click on the #1 organic result. Does your webpage cater to the search term better? Is your technical SEO stronger than theirs? If not, we can help.

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Back to the point at hand: SEO takes time and requires a professional who knows both the industry and SEO. On the other hand, PPC is about paying Google per click to put you at the top within the organic search results. It takes no time, but you pay per click. When it comes to marketing your Med Spa with search engines, the best strategies include both SEO and PPC. Search Engine Marketing (SEM) describes a cohesive strategy where you deploy both PPC and SEO to maximize potential clients. SEO, coupled with Pay-Per-Click (PPC) advertising, significantly increases visibility, enabling Med Spas to capture more keywords and attract more qualified leads. Let's dive in.

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You can target keywords centered around Med Spa services. Your website should include a page for each specific service and even specific key terms (e.g., Botox treatment vs. Botox in Los Angeles). This is one of the most effective ways to attract more search volume. A pretty website is important, but it’s useless if no one sees it—not just anyone, but leads searching for treatments your Med Spa offers. Each service should have its own dedicated strategy, with carefully selected keywords and engaging content. For example, your SEO strategy should include keywords like “Botox treatments near me,” “Botox for wrinkles,” and “non-surgical facial treatments.” These search terms should have specific pages. Why? Because it would be unrealistic to think you can rank #1 for all three of those with just one page. Remember, you're communicating with a search engine—not a human. The search engine doesn’t know that "Botox" and "non-surgical facial treatments" mean the same thing.

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There are also inquiry-based searches. In other words, searches for solutions to specific problems rather than medical spa services. For example, someone might search for “how to reduce wrinkles on my face” or “best treatment for acne scars.” You must include this in your SEO strategy for those who don’t yet know that your Med Spa is the answer to their question. They ask Google, and we make it so Google answers them with our website. This page should include content that addresses specific concerns and links these concerns to relevant sales pages. Many businesses create blog posts, FAQs, or guides for this exact reason. Use this report as an example. You are providing answers to a very specific question. "How to market my Med Spa" didn’t bring you to a general marketing website.

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PPC Campaigns

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PPC campaigns in our industry are also developed for service-specific and problem-specific searches. For service-based marketing, your ads should focus on the specific treatments you offer, such as “laser hair removal” or “chemical peels.” These ads should also lead to a specific landing page. More expensive services will likely come with a higher cost per click. The reason is that PPC works on a bidding platform with your competitors. You might be willing to pay $10 per click for a $1,000 service before spending $10 per click for a $400 service. You may also adjust your bids based on keyword intent. For example, you might be willing to pay twice the amount for "Botox near me" compared to "Is Botox safe?"

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Why? Because one has more buyer intent. If it takes four clicks to get a customer at $10 per click for a "near me" keyword, the cost per acquisition (CPA) would be $40.

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If "Is Botox safe?" takes 30 clicks to get a customer, our CPA is $300 (over 7x the amount).

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That said, we should pay 7x less for that keyword. The golden rule is that not all keywords, traffic, or strategies are created equal. Too many spa owners say, "Our max cost per click is X"—that is not an effective strategy.

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Problem-based PPC campaigns should err on the side of cheaper CPC. Information marketing has a lower close percentage but attracts a lot more volume. A lot more people know their problems than know their solutions. Your problem-based search terms should be incorporated into your marketing strategy in two different places: one in your SEO strategy and also as a big net in PPC. Some Med Spas spend 10% or less of their PPC budget on problem-based keywords. Just because someone searches "how to get rid of wrinkles" doesn’t mean they are ready for Botox, but it certainly doesn’t mean we don’t want them on our website either.

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Ad Copy & Landing Pages

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Most of this section has focused on keyword and strategy selection, but ad copy and your landing page are just as important. Ad copy attracts clicks and converts them into clients. If you are currently running a PPC campaign and notice that your bounce rate is high (meaning people "bounce" off your site) or your clickthrough rate is low (meaning the number of times your ad was seen compared to how many times it was clicked), it is advised to check your ad copy. If this is the case, make sure that your marketing includes a highlight of the benefits your Med Spa brings and a strong call to action. Some examples of a strong headline are “Achieve Youthful Skin With Botox” or “Say Goodbye to Acne Scars Naturally.” Some examples of a strong CTA are “Book A Med Spa Consultation” or “Learn About Med Spa Treatments.”

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So, your clickthrough rate (CTR) is high! People love the ad. Now they are on your site and ready to become a patient.

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The most effective way of having a high conversion rate (number of visits compared to the number of leads) is a dedicated landing page. The ad about youthful skin and Botox should go to MedSpaName.com/youthful-skin-from-botox. The feel, verbiage, offer, and purpose of this page should be the same as the search term and the ad. Focus solely on that service, eliminate irrelevant information, and offer a clear next step throughout the page.

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Marketing is such a necessary component because the medical spa industry is competitive. Luckily, there are several platforms we can dominate and a robust social media strategy can help us do just that. It is crucial for building brand awareness, engaging with clients, and driving traffic to your services... but it also works the other way. Sometimes people here about you and THEN make sure you are active on social media. By being consistent with content you can make sure people find you when looking for a med spa or looking into you specifically. We will cover how to develop engagement, utilize paid campaigns (similar to PPC), and with influencers. Following this section can significantly help you bring your Med Spa’s social media presence to the next level.

Content Strategy

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We must start with a foundation. That foundation is a content strategy, the backbone of social media marketing. You want to create content that resonates with your audience and highlights the services your Med Spa offers. Your content can include a mix of educational posts (e.g. skin care tips), behind the scenes looks, testimonials, before-and-after photos, and promotions. It helps to maintain a day. For example, some Med Spas do testimonial Tuesday. By maintaining a consistent posting schedule, you can keep your current customer base engaged and build trust among new customers.

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Building engagement results in a online community. That is priceless. You can encourage engagement in your marketing initiatives by responding  to comments, asking thought provoking questions, and some spas even use interactive approaches like polls and Q&A sessions.

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Paid Social Media Campaigns

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Similar to search, social media can be used organically (as stated above) and paid. Paid social media campaigns can target specific demographics. For example, you can advertise to men and women differently. You can also cater your social media ads to age group, education level, or even likes and interest. Meta (which is Facebook and Instagram) as well as LinkedIn offer robust ways to reach your target. You are also able to geo-fence. For example, let's say we want to market to women. Not just do we want to market to women, but we'd like to market to women within a 15 mile radius. We can do that!

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Keep in mind, we find B2C succeed more on platforms such as Facebook and Instagram, rather than professional marketing platforms like LinkedIn.

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Influencer Marketing

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As we've mentioned before, partnering with influencers can greatly impact your marketing. You are essentially paying for another individual to market to their followers organically. Little bit of a paradox there, but it works. Be sure that the influencer you choose aligns with your brand and they can help you reach your audience. Choose an influencer who already has a strong following within your target demographic. Influencer collaborations can include posts, product reviews, giveaways, and event appearances. Many times it a mixture on a couple or all of those aspects of influencer marketing - especially for med spas. Be sure the influencer is authentic and truly sees your services in a positive light. If not, it can end up being a major liability for the influencer and the business. Your marketing should not get you cancelled (at least most of the time).

Takeaways

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Implement a Booking Systems: Implement an easy booking experience. This will help convert your traffic from your marketing efforts in a scalable fashion.

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Click-to-Call: Utilize click-to-call buttons for older demographics to encourage a direct phone interaction.

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Local SEO: Focus on optimizing your Med Spa for local search marketing. It's great to write content for everyone, but its only people in our area we market to that can come walking through our doors (at least on a regular basis)‍

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Promote Contests and Engagement: Use contests and promotions that use online interaction as an entry ticket. This will increase social media followings, increase reviews, and build a community around your med spa.

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QR Codes: Integrate QR codes into your marketing strategy. QR codes tend to drive online traffic from offline events, track event-specific performance, raise engagement, and overall optimize your marketing spend.

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Personalization & Automation: Automate as much as you can. When you combine a personalized marketing process with automation you become unstoppable. You can utilize this from appointment reminders to follow-ups. You are able to personalize your messaging as well as automate it all within your CRM. Segmenting your listing and pulling datapoints to reference in your message such as service, last visit, and preferences can increase your engagement rates 15-fold or more.

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‍Influencer: Build or hire local influencers. This will bring traffic, build trust with your target demographic, and incorporate the power of word-of-mouth marketing.

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‍Loyalty Programs: Reward repeat customers through well-structured loyalty programs, driving repeat business and customer satisfaction.

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Ready to implement one or all of these takeaways? Hire MD Marketers: For more information, click here

Takeaways

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Implement a Booking Systems: Implement an easy booking experience. This will help convert your traffic from your marketing efforts in a scalable fashion.

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Click-to-Call: Utilize click-to-call buttons for older demographics to encourage a direct phone interaction.

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Local SEO: Focus on optimizing your Med Spa for local search marketing. It's great to write content for everyone, but its only people in our area we market to that can come walking through our doors (at least on a regular basis)‍

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Promote Contests and Engagement: Use contests and promotions that use online interaction as an entry ticket. This will increase social media followings, increase reviews, and build a community around your med spa.

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QR Codes: Integrate QR codes into your marketing strategy. QR codes tend to drive online traffic from offline events, track event-specific performance, raise engagement, and overall optimize your marketing spend.

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Personalization & Automation: Automate as much as you can. When you combine a personalized marketing process with automation you become unstoppable. You can utilize this from appointment reminders to follow-ups. You are able to personalize your messaging as well as automate it all within your CRM. Segmenting your listing and pulling datapoints to reference in your message such as service, last visit, and preferences can increase your engagement rates 15-fold or more.

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‍Influencer: Build or hire local influencers. This will bring traffic, build trust with your target demographic, and incorporate the power of word-of-mouth marketing.

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‍Loyalty Programs: Reward repeat customers through well-structured loyalty programs, driving repeat business and customer satisfaction.

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Ready to implement one or all of these takeaways? Hire MD Marketers: For more information, click here