If you own or operate a medical aesthetics practice, you’ve probably asked yourself at least one of these questions:
- Is my marketing actually working?
- Why does it feel like we’re spending more, but getting less?
- How do I fix my marketing without burning more cash?
You’re not alone.
At Skytale Group, we speak with med spas and plastic surgery practices every week who feel stuck in the same cycle:
- Leads are inconsistent
- Cost per lead keeps creeping up
- Agencies promise results but struggle to explain performance
- Internal teams are busy, but no one owns the big picture
- Reporting feels fragmented and hard to trust
At some point, nearly every owner hits the same wall: you’re investing in marketing, but you don’t have clear visibility into what’s actually driving growth. The issue usually isn’t effort. It’s alignment and insight. Most practices have all the “right” pieces in place.
- A website
- Google Ads running
- SEO in progress
- Social content going out
- One or more vendors on payroll
On paper, everything looks fine. But behind the scenes, the most important questions go unanswered:
- Which channels actually drive booked consults?
- Is paid media profitable, or just producing low-quality leads?
- Is SEO moving the needle?
- Are vendors aligned with your business goals?
- Do internal processes support conversion, or quietly leak opportunity?
Why Most Practices Struggle to Fix Marketing on Their Own
Here’s what we see repeatedly in medical aesthetics:
- Owners are too close to the business. It’s hard to objectively evaluate something you’re emotionally and financially invested in.
- Vendors grade their own homework. Agencies often report on activity, not outcomes. Clicks and impressions don’t equal revenue.
- Data lives in silos. Website analytics, ad platforms, CRMs, and call tracking rarely tell one unified story.
- No one is accountable for the full funnel. Marketing, front desk, and leadership all own pieces, but nobody owns performance end-to-end.
The result is predictable: practices keep spending while hoping results improve. Hope isn’t a strategy.
Where Skytale Comes In
This is exactly where Skytale’s Marketing Advisory practice steps in. Our role is to help leadership teams slow down long enough to see clearly.
Through our Marketing Program Evaluation, we take an objective, outside-in look at your entire marketing ecosystem: digital performance, vendor alignment, internal workflows, and competitive positioning. We speak directly with your team and third-party partners to understand how strategy translates into execution. Then we translate that insight into a clear, practical roadmap for improvement.
It’s not about producing thicker reports or adding more activity. It’s about giving owners and executives confidence in their decisions. When you can clearly see what’s working (and what isn’t), growth becomes intentional instead of reactive.
Case Study Snapshot: From Uncertainty to Measurable Growth
Recently, Skytale partnered with an established aesthetics practice that felt unsure about their digital marketing direction. They were investing consistently, but results felt uneven and difficult to attribute. Leadership wasn’t confident their agency or SEO strategy was aligned with long-term growth goals.
Through our Marketing Program Evaluation, we assessed their full digital footprint, vendor performance, SEO foundation, and lead flow. Based on our findings, we guided a transition to a new digital marketing agency and implemented a revised SEO strategy focused on technical performance, content alignment, and organic visibility.
The results were meaningful and measurable.
When comparing January 2025 to January 2026:
- Organic website traffic increased 96% year over year
- New patient leads from organic search increased 188% year over year
These outcomes didn’t come from chasing trends or piling on tactics. They came from strategic clarity, better partner alignment, and focused execution.
That’s what happens when marketing decisions are grounded in data instead of guesswork.
Marketing Should Feel Intentional, Not Uncertain
When marketing is working, leadership knows where growth is coming from. Decisions feel grounded. Investment feels purposeful. Growth becomes more predictable.
Skytale’s Marketing Advisory practice exists to help medical aesthetics organizations move from uncertainty to strategy, and from fragmented efforts to a cohesive lead generation engine. For many practices, the Marketing Program Evaluation is the first step in that process.
Ready for an Expert Perspective on Your Marketing?
If you’d like an experienced advisory team to evaluate your current marketing efforts and help define a clear path forward, reach out to Skytale to learn more about our Marketing Program Evaluation and how our Marketing Advisory practice supports medical aesthetics organizations in building sustainable growth.