Medical Spa Marketing
The Ultimate Guide to Medical Spa Marketing
This guide examines 14 unique medical spa marketing channels. We have divided this guide into two sections: Digital Marketing Ideas and Traditional Marketing Ideas. The goal is simple — drive more patients to your medical spa.
Medical Spa Marketing
Whether you call it a Medical Spa, a MediSpa, or a Medical Spa this is a growing area of the aesthetic industry. Your med spa could be a new business. It could be an offshoot of a plastic surgery office. Or you could have been offering many of these non-surgical treatments long before anyone used the term medical spa. Regardless, getting the word out about your medical spa can seem daunting. For the best ROI, your med spa needs to incorporate a mix of both digital and traditional marketing strategies in your overall med spa marketing plan.
You’ve already taken the first step — reading our guide, which is full of med spa marketing ideas, examples, and strategies to ensure you have a steady stream of returning and new patients entering your front door.
Med Spa Internet Marketing Strategies
Med Spa Website Design
Med Spa Search Engine Optimization (SEO)
Local Med Spa Directory Listings
Med Spa Reputation Management (Managing Reviews)
Med Spa Social Media
Med Spa Search Engine Marketing (SEM)
Med Spa Email Marketing
Med Spa Blogging
Digital Marketing for Medical Spas
Today, if your med spa isn’t engaged in the digital marketing world, your competitors are probably burying you. Digital marketing involves building a strong internet presence. This all starts with your med spa website. From there your digital marketing extends through active social media pages, informative blogs, email campaigns, multimedia content, and accurate directory listings across the web. Making an impact online is sure to positively impact your med spa bottom line.
Medical Spa Website Design
Custom Designs: $10,000+
94% of users’ mistrust of a medical website is directly related to web design elements.
There are lots of digital marketing firms out there, but you should trust your online marketing to a company that has specific experience in med spa website design. You want an agency that understands different conversion strategies for the med spa sector of the aesthetic world. And your med spa website should have certain design features — before and after galleries, animations of procedures, med spa blogging, and strong calls to action to help patients move from curious interest to making an appointment.
Test if your medical spa site is mobile responsive.
Essential Medical Spa Website Design Elements
- Mobile Responsive
- Clearly Branded
- Conversion Focused
Medical Spa Search Engine Optimization (SEO)
73% of patients use search engines to research treatment options.
To help in this, you need to create and provide original content on your key treatments and procedures to your med spa SEO company. This enables the firm to optimize that content to move your med spa up in the search returns. Where to start? Start with your top five procedures and answer the top five questions your patients ask. Then add the top three benefits for each procedure.
Download our SEO Checklist
5 Key Strategies to SEO Success
- Content Optimization
- Link Building
- Site Structure
- Local Directories
- Website Technology
Local Medical Spa Directory Listings
More than 150 million people access local directories each month
Your med spa needs to work with a digital marketing firm that can handle your directory listings, making sure they are consistent and you don’t need to worry about them.
Keep your NAP information accurate
Medical Spa Reputation Management (Managing Reviews)
88% of patients trust online reviews as much as personal recommendations.
Your digital marketing firm needs reputation management software that alerts you when a new review is posted. This software also needs to help you generate reviews from your happy patients. Advice Media has review management software that does all of that, and then some.
Download instructions to embed facebook reviews on your website!
Top Review Sources for Medical Spas
- Google My Business
Medical Spa Social Media Marketing
41% of people say social media affects their choice of doctor, hospital, or medical facility.
Source: Spark Report
But regular posting is necessary for social media engagement, and that can be difficult for your medical spa staff to keep up with. It’s worth considering having an agency handle your social media profiles and regular posting to take the burden off your staff and keep your social media visitors engaged.
Regardless of your personal views on social media, we recommend your medical spa has a social media profile and that you have a clearly defined process for posting personalized content consistently. This can be an area where your digital marketing agency can really help. Otherwise, your practice’s social media pages can languish with content that is months old. That’s a recipe for your visitors becoming former visitors.
Tips to improve your Med Spa office’s social media
- Consistency is Key
- Engage with your Patients
- Define your target demographics
Medical Spa Search Engine Marketing (SEM)
Businesses make an average of $2 in revenue for every $1 they spend on AdWords.
Source: Google Economic Impact Report
That’s where robust, engaging content and beautiful website design come in, keeping a curious visitor on your site and encouraging that person to push deeper into the pages. This increases your ROI. There are different SEM ad types, and they require different strategies to optimize your ads to generate leads. That’s why you need a med spa marketing firm to manage your SEM.
The two most common search engine advertisements for med spas are text ads (the paid returns atop the search engine results page) and display ads (ads on the right side or across the entire top of regular webpages). Unlike text ads atop search engine results pages, display ads show up on pages of websites that you set as parameters.
Setting your SEM campaign and budget involves first setting your overall SEO strategy. This optimizes your website to ensure your budget is efficient and your ad quality scores are high.
Ad’s Quality Score Factors
- Maximum bid amount
- The click-through rate (CTR) of your ad
- The relevance of each keyword to its ad group
- Landing page quality and relevance
- The relevance of your ad text
- Your historical AdWords account performance and site engagement
Medical Spa Email Marketing
In 2016, the average ROI for email campaigns was 4,300%
Source: Copy Blogger
Our typical recommendation for a med spa is to send out one email every month. This email can include a monthly special, descriptions of new treatments offered, other helpful aesthetic tips, and referral program information. That referral program needs to offer something to a current patient who refers a new patient, something like a free Botox session or ThermiRF treatment. Your staff needs to collect these email addresses and manage your med spa email list. To do this you should have a connected form that directly links your website to your email marketing software.
Email Marketing Services Review
Top Email Marketing Benefits
- Stay Top of Mind
- Upsell More Expensive Procedures
- Increase Referrals
Medical Spa Blogging
94% of people who share blog posts do so because they think it might be helpful to others.
Source: Shorr Solutions
Blogs are a vehicle to create new content for both existing patients and potential patients. The most important aspects for your blog posts are consistency, posting a new blog at least once each month. Each blog should also focus on a single one of your med spa treatments or procedures. And the information should be valuable for the reader, not just fluff. Blog information can set your medical spa as an authority on the treatments and procedures you specialize in. Plus, the information helps patients learn about treatments or procedures they may not have heard of, much less considered, prior to reading your blog
Writing consistently and writing well can be difficult for a med spa. Many med spas farm out their blogging duties to a digital agency or a freelance writer. This ensures every blog has fresh content and the writing quality is high. If you have a particular blog topic you want to add in-house, you can still do that, but you don’t have the ongoing task of creating blogs month in and month out.
Creating an Engaging Blog
- Post Consistently
- Choose Topics that will Resonate with Your Patients
- Always Have A Call-To-Action
Traditional Med Spa Marketing
Traditional marketing channels target patients when they’re not in the digital world. Radio commercials, TV ads, billboards, and direct mail all are considered “traditional marketing.” These ads are different from paid digital ads in that you pay to possibly get in front of your target audience. They may hear your radio spot because your station buy matches the demographics of your medical spa clientele. But they just as easily may not hear it at all. That is quite different from paid search ads in your search engine marketing campaign. There users click on your ads and you only pay when they do.
At Advice Media, we believe there is a place for traditional advertising coupled with digital marketing as described above. To make these traditional media cost effective, you need a process to track their effectiveness and ROI, which isn’t always easy. We have options for doing this by directing specific media to specific landing pages or to certain distinct phone numbers. Still, traditional media can be frustrating due to the unknowns and the cost of creative production.
Traditional marketing has been on the decline and will continue to decline for these reasons. That’s why your medical spa needs to focus as much as possible on digital marketing options.
Offline Medical Spa Advertisements (TV, Radio, Billboards, Newspaper, & Mailers)
Local Radio: $500 – $8,000 per week
Billboards: $500 – $20,000 per month
Regional Newspaper Ads: $700 to $15,000 for ¼ page ad
Mailers: $250 – $2,000 per 1,000 mailers
Comparing the weekly average (minutes/user) for Q4 2015 versus Q4 2016, traditional TV is down 9%, PC is up 57%, tablet is up 68%, and smartphone is up 100%.
Traditional marketing is on the decline and becoming less effective, you need to consider your digital marketing options.
Explore Digital Marketing Options
Important Pricing Factors
Med Spa Business Development
No one can whistle a symphony. It takes a whole orchestra to play it.
– H.E. Luccock
And you can think beyond straight business referrals. You could offer to write a monthly column for the local newspaper on ways to counter the affects of skin aging. Local TV stations in smaller markets are often interested in new cosmetic procedures and techniques. Maybe the local bridge club would be interested in a Botox night. Other businesses that strive to help their customers stay young could be interested in teaming up on social media contest giveaways.
There are endless possibilities for these kinds of business development opportunities for your med spa. A great way to come up with possible associations is to first identify your ideal or typical patient. Then get your whole staff together, along with your medical spa digital marketing firm, to brainstorm creative options for reaching this patient. This has the added benefit of your staff becoming invested in growing your med spa clientele.
Why your med spa practice needs to Collaborate
4 Keys to a great partnership
- Mutually Beneficial
- Creates Value For your Patients
- Both Parties Committed To Each Other’s Success
- Clear Partnership Expectations
Med Spa Referral Program
92% of consumers trust referrals from people they know.
You will need to make this easy to implement (don’t make anyone jump through hoops to receive the discounts), and you need to have a clear process in place, both for your patients and for your staff. A great way to build referrals is to incentivize your staff to generate referrals. It’s an excellent way to have your best medical spa patients spread the word and be rewarded for it.
How to start a referral program for your Medical Spa practice
4 Keys to a Great Referral Program
- Easy to Understand
- Well Trained Staff
- Rewards for the Referee & Referrer
- Automate an email to the Referee from a form on your site
Med Spa Events (Open House)
The most frequently mentioned factors when choosing a Med Spa were the providers competence (22%), the recommendation from someone known (21%), and the overall quality of the service provided (20%). Among the other factors mentioned were patience and respect. An open house is a great way to convey these values.
Again, you want to think of your ideal med spa patient. Maybe a “Winter Skin Care Tips Night” could be perfect on a fall evening. Offer discounts on skin care products. Have a drawing for fractional skin resurfacing or a chemical peel. Think of what would appeal to that ideal patient of your medical spa. You’ll want to have catered food, activities, maybe demonstrations of a new procedure such as laser hair removal, prizes, promotional branded items with your logo and med spa name on them, and office tours with staff members.
We recommend med spas hold an open house once each year. That way you’ll learn a bit each year about successfully hosting these events, and your patients will begin to look forward to the event each year.
How to plan an event on any budget
3 Tips for any event
- Determine Event Goals
- Determine Event Budget
- Promote on Social Media
Med Spa Community-Building Events
It’s estimated that potential patients need to see a brand 7 times before the marketing message registers
Source: Business Insider
Become a staple in your community
4 great community events to sponsor
- Local Races- Bonus if you and your staff participate
- Local Food Drives- Reach out to patients to participate with your office
- Local Sports- From Highschool to Minor League sports are affordable options
- Service Projects- Reach out to local schools or churches and see if there are volunteer opportunities
Med Spa Speaking Engagements
The most mentioned factor when choosing a Medical Spa was the doctos competence (22%).
How to build a thriving practice and have your best year ever!
Med Spa Speaking Engagement Options
- Local Schools
- Trade Shows
- Chamber of Commerce
Take your marketing to the next level
If you seek answers and help with those 14 items listed above, you’re in the right place and on the right website. We’re Advice Media, and we can help move your med spa to the next level with our digital marketing SEO and SEM services. For over 20 years, we’ve been building and optimizing the health care industry’s most beautiful websites, and optimizing them for search. From tools to handle your med spa directory listings to helping you decide whether PPC text ads are better than paid display, we’ve been the trusted partner of thousands of practices over our two decades. Ask for our featured med spa case studies, or let’s get right to talking about improving your digital marketing. Fill out the contact form below, or give us a call at (435) 575-7470.