How to Market a Medical Spa in 2021

If you’re good at what you do, do you really need to learn how to market a medical spa? 

Well, the answer to that is a resounding yes. 

As the last couple of years have shown, the medspa industry is here to stay. This $3.97 billion market currently has compounded annual revenue growth projections of 12.2 percent annually through 2025. 

Learning how to market a medical spa is your best bet if you want to have lasting success. 

Here are some pointers to get you down that road in no time:

Review the Competition and Differentiate

There are lots of medspas vying for your patients’ attention. As such, you must conduct due diligence to know who your top competitors are. With a competitive landscape analysis, you’ll be able to learn about the appeal tactics they use.

Once that’s done, you need to shift your focus back to your business. There are two questions to ask here:

• What is your brand all about?
• What are the key differentiators that make you unique?

As you develop a strategy, avoid using generic claims like “outstanding patient service”. Rather than using cliché terms, how about some specificity in your marketing?

Phrases like “the only medical spa in New York certified in________” or New York’s only _________medspa” have more appeal. This is because they suggest that your brand is the best at something or has unique traits. Using this, you can set yourself apart from the competition through differentiation.

Familiarize With Your Patients

Knowing your patients isn’t something that’s going to happen overnight. This is because you will have to gather lots of information before you can understand them. 

Thankfully, most patients are usually ready to share feedback on your services. The doctor-patient relationship is a solid foundation from which you can build upon. A great place to start is by probing them on why they picked your medical spa over the competition. 

While at it, you make a point of collecting basic demographic information such as:

• Name
• Age
• Email
• Phone Number
• Location
• How they heard about the business
• Treatments they are interested in

Once these tidbits are gathered, you can proceed to collect behavioral information. It is in this phase that you get to learn about what motivates your patients, their pain points, and their personalities. 

Ideally, you want to gain feedback right after serving patients. You may opt to conduct surveys, send a follow-up email or phone call, post questions and polls on your social media pages, or simply chat with them. The idea here is to start a conversation. Where you want candid in-depth responses, it’s best to give incentives that encourage their participation. 

Feedback is key because it will help you understand what inspired them to become loyal to the business. Such information can then be put to good use in reaching out to prospective patients later on.

How to Market a Medical Spa by Developing Patient Personas

After differentiating your business and getting to know your patients, you’re ready to develop patient personas. 

As fictional, personified representations of your ideal patients, you need to do some research so that you can cover all the areas. Then again, you can choose to take a faster approach by using templates from companies like Hubspot. 

Importantly, you have to remember that you can have more than one target patient. As such, you need to work on creating different patient personas to suit the different audiences you’re looking to target. 

Doing this will allow you not to be blindsided by the fact that they are loyal patients. Instead, you’ll be able to appreciate that your patients lead different lifestyles and have different motives for visiting your medspa. 

This is an important realization as it allows you to market your wares to them in different ways. While some patients will gladly take part in special time-limited promotions, others may want complementary services for specific procedures. 

The trick lies in knowing your business and your patients well. This knowledge can be put to good use in developing a bespoke medspa marketing formula that works. 

Create a Presence in the Digital Space

Word-of-mouth marketing can only get you so far in the current digital era. 

Today, patient review-driven websites and social media pages are critical to a business’ success. This is because patients value brand engagements on these platforms. With a listening ear, you stand better chances of landing more bookings. On the flip side, an uncaring attitude about what happens on the web may see your competition trump you. 

Rather than let this be a hindrance, you can leverage the power of the digital space to your advantage. With full control over your medspa’s digital presence, you can build and shape your brand identity as you please. 

Care should however be taken here because every online interaction can be defined by many things. This combined with the fact that first impressions form easily means that you shouldn’t rush before sharing anything on the web. 

Websites, in particular, need lots of attention as they are the face of your brand. An overly simplistic website can give off the impression that you treat your practice as an afterthought. To avoid such generalizations, strive to synchronize the voice, level of detail, and ease of navigation to suit your brand. 

How to Market a Medical Spa Conclusion

Learning how to market a medical spa is the first step towards growing your business. This is because a smart, well-thought marketing plan can help you land more potential patients. 

Importantly, while you can use an injectable for wrinkles, there’s no magical elixir when it comes to medspa marketing, but there are plenty of medspa and plastic surgery marketing ideas you can try. That said, the highlighted pointers should help you get your foot in the door. 

Should the going get rough, we recommend taking on the services of an aesthetic marketing consultant to steady the ship.