An Ultimate Guide to Effective Medical Spa Marketing
What do frown lines, self-confidence, and freckles have in common? They can all be improved at a medical spa!
The medical spa industry started gaining popularity in the ’90s, combining spa services with non or minimally invasive medical procedures.
Even though the concept is more than 30 years old, the last decade is when med spas came into their peak popularity. Now, if you type “med spa” into your GPS, there are probably multiple medical spas within a 25-50 mile radius of you.
If you’re a medical spa owner, you’re likely overly aware of how many competitors are around you. This fact alone causes a plethora of marketing challenges. That’s why we’re here. High-quality marketing techniques can make your medical spa stand out in what feels like a sea of competition. It’s time to up your med spa marketing game!
Understanding the Medical Spa Market
To put things into perspective, the global medical spa market is $16.4 billion. The United States alone makes up $5.6 billion of that monstrous number.
Consumers are more in tune with trends regarding appearance than ever before. Wellness and anti-aging measures are popular among a vast age range of consumers right now. Med spas are the perfect place to treat your beauty concerns if it works for your budget and lifestyle.
Now that you understand the market a bit more, let’s consider your target audience. Your target audience is based on their demographics and psychographics, so, essentially, their location, age range, occupation, service interests, and lifestyle.
Like most businesses, med spas aren’t appealing to everyone, so it’s crucial to market toward the consumer it is appealing to. Those will be your bread-and-butter clients! Study the details of your current clientele to refine your targeted marketing techniques.
Defining Your Brand
There are millions of people in the world with millions of beauty-related problems that need solving. This means that you’ll never “run out” of people to market to.
Consequently, it also means your brand has to stand out. A unique brand identity is attention-grabbing and provides consistency for your audience.
Of course, your professional product and service results are crucial for your reputation, but that’s not all it takes to earn trust. Your brand’s reputation is built from your unique voice, style, techniques, customer service, website, procedure results, social media presence, and more. All of it should reflect the core of your business.
This seems like a big ask, right? We get it! That’s why expert advice is helpful when defining your brand.
Start with a clear brand name, logo, website, and social media presence that reflects what you’d like your med spa to emulate. Then, take time to make sure your branding is consistent and organized across all platforms. A uniform look and feel allows for simple and effective communication with your audience.
Digital Marketing Strategies
Long gone are the days of searching the Yellow Pages or newspaper listings. Today’s consumers head straight to the internet for answers to their questions.
Owning a med spa means your online presence is essential for answering these questions.
Whether your audience wants to research a new procedure or product or just want to book with you online, your digital marketing strategies must be tight.
Missing out on clients because you lack clarity or consistency is disappointing and can hurt your business.
Website Optimization
As a medical spa owner, you can reach many potential clients just by optimizing your website.
Your website is the home base of your digital identity, so it’s best for it to be visible and easy to access on mobile devices. Be sure your site is also responsive to anyone submitting inquiries or appointment requests.
As our founder, Lindsey Miller, says, “Your website should be your best salesperson.” If it isn’t, it’s time to make it so.
SEO Best Practices
Search Engine Optimization (SEO) strategies like keyword research, local SEO, and on-page optimization should contain industry-specific information that always points back to your business.
Use specific health and wellness industry SEO to attract new clients and maintain a healthy online presence.
A Google Business Profile, high-quality photos, location-specific content, internal links, and alt text are just a few of the many ways you can improve your med spa’s SEO.
Need help? Take a look at these simple SEO solutions.
Content Marketing
Blogs, infographics, and video content will attract clients because everyone processes information in different ways.
Let’s pretend that you want to introduce microneedling to your service menu. Potential clients with a medical background may only need to read your informational blog post to say “yes” to a microneedling treatment. Someone without a medical background may want to see a video tutorial of the procedure in addition to eye-catching infographics that help them understand the steps and benefits a little better.
Having multiple types of content marketing reaches a larger audience, making a larger online impact for your company.
Social Media Marketing
Not all social media platforms are well-suited for medical spas. The right ones increase your online visibility, build community, and share necessary information with your audience.
Social media marketing is a necessity that isn’t fading any time soon.
Think of the purpose and messaging of your brand and choose social media platforms that reflect who you really are and where your customers already gather. For example, Facebook, Instagram, and TikTok might be better suited for medical spa posts than Snapchat or Pinterest.
Leveraging Local SEO
Medical spas can use local SEO to their advantage.
Locals in your area are the actual people likely to book appointments with you. So, you want to market to them directly, especially since there are so many med spas out there.
Gathering and responding to reviews from your clients is valuable for brand growth and important to your business.
Be sure your business is listed on Google Business Profile and other directories so that locals can find your location, website, and online presence.
Keeping locals involved in your business is a wonderful way to improve client retention and community rapport.
Email Marketing
Email marketing is a big deal for medical spas. Email is a quick, personalized way to make announcements, offer exclusive deals, send client reminders, and promote events.
You can build an email list by collecting client email addresses from their intake paperwork or online booking information. Then, come up with some email campaign strategies. Will you divide your clients into specific groups? How often are you sending email campaigns? Do email subscribers receive exclusive offers? Think about what makes the most sense for your clients and the communication style they typically like.
Be sure to study your email marketing success by looking at and measuring the metrics of each campaign. It helps you know what to tweak for the future. You may find that reminders and promotions work well for your audience, but educational email campaigns get skipped over. Maybe your educational content could be shared in a different way! Social media or an online blog could be a better vessel for educational content.
Paid Advertising
Running an online ad campaign is a fancy way of saying “paid advertising.” Essentially, it means you’re paying for your content to reach more people than it already is.
Not only can you reach people already interested in med spas, but also people you wouldn’t normally bring to your business.
Paid advertising is usually done through pay-per-click (PPC) content and social media ads.
The best way to run any paid advertising is to do market research for your local audience so you can actually reach the people who live near your business and can realistically support you.
Partnerships and Community Involvement
Collaborations and community events are a simple, effective way to grow your business and better show what it’s about.
Work with local businesses and influencers to provide exclusive experiences or deals for your audience.
For example, you could partner with a local flower shop. Post a social media blast that says, “Buy Valentine’s Day flowers from _____ and a med spa gift card from us and receive 15% off until February 14.”
You can also provide discounted or complimentary services to influencers in exchange for their recommendations about you on social media or a discount to their followers.
One step further into community involvement is to host events and workshops. People don’t know what they don’t know. An informational and fun experience like an open house or holiday event could be exactly what they need to better understand what you offer and book at your practice.
Analyzing and Adapting
As you navigate the world of med spa marketing, remember to track your success. Use analytics tools to see what your audience likes and what they don’t. You’ll eventually become comfortable with adapting your strategies based on data and feedback. You want your marketing to reach its full potential, so behind-the-scenes research is a must.
Collaborate with Content Journey for Effective Medical Spa Marketing
This is a lot of information, we know. From solid branding for your med spa to an online presence to content marketing, there’s a long list of things you need to produce effective medical spa marketing. Take your marketing journey one step at a time to prevent overload. You can do this!
If you need reinforcements, contact Content Journey. We are knowledgeable and intentional and can help you attract the attention you deserve in the bustling medical spa industry. Reach out and take a step in the right direction.
