More Effective Marketing for Your Med Spa

“You’re not a healthcare organization; you’re a marketing company.” In our recent conversation with Robin Dimond, CEO and Founder of Fifth and Cor, Robin flipped the script on the way many practices perceive marketing. Effective marketing strategy for your med spa goes far beyond dance videos. Your omni-channel marketing platforms work together to create a cohesive picture of capabilities, knowledge, and the behind-the-scenes experience of being in your practice. 

Many medical spa owners and providers are already savvy marketers. They have a keen understanding of aesthetics, growing a following, and social media trends. However, this conversation sheds light on how to make those marketing efforts even more effective. From doubling down when things are slow to creating immersive experiences, Robin shares her tips for taking med spa marketing to the next level. 

Med Spa Marketing Tips

Research and Information Gathering Happens Online

While many of us do scroll Instagram to see beautiful photos and funny reels, we also turn to social media for information. This doesn’t just include Millennials or Gen Z, most demographics in your practice will find you online.

When they arrive on your platforms, your potential patients should be able to educate themselves about treatments, see competence and knowledge from your providers, and navigate toward other sources of information–like your website, podcast, LinkedIn profile, or Youtube channel. That doesn’t mean you can’t continue to post fun content–just remember that you’re also a medical provider and thought leader, and patients want to make informed decisions. 

Don’t Cut Marketing During Slow Seasons

When our budgets are tight, our impulse might be to spend less on our marketing efforts. However, Robin warns that marketing is the last thing you should be cutting. You might be the most capable med spa in the nation, but patients won’t know that until they walk through your doors to receive a treatment. Slow seasons require getting out in front of people. Whether it’s posting more, scheduling a LinkedIn live, taking time to go on a podcast, or speaking at an event, send your message to new audiences when business slows down.

Authenticity is More Than a Buzzword

We all know audiences crave authenticity, but what does that actually look like in practice? First, don’t create a marketing message that emulates somebody else. It’s great to be inspired by other brands or influencers, but they already exist. What is it that you have to offer that’s unique and memorable? Can you take us into the treatment room of your practice? Introduce your one-of-a-kind team? Go live and talk directly to the camera? Your potential patients will have a much clearer idea of who you are if you aren’t imitating someone else–and if you’re showing up online the same way you would in the treatment room.

Using real photos instead of stock images can go a long way in building an authentic brand. Show different skin types and ages, create photoshoots with your team, and avoid using the same industry stock photos as other practices. Your original content–of your real team and patients–will better connect to the real people who find you online.

The Power of PR

While social media feels approachable to most novice marketers, PR can feel intimidating. It doesn’t have to be, however. There are plenty of PR strategies practice owners or providers can implement that are powerful ways to boost your credibility and your reach. 

• Create a boilerplate. A boilerplate is like an elevator pitch for your company. Use the short blurb about who you are and what you do at the bottom of press releases, while you’re networking, or when you’re sending in an abstract to present at a conference.
• Share your expertise with a journalist. Websites like Connectively (formerly HARO, Help a Reporter Out) or Qwoted help journalists connect with experts and ask questions. Why not provide the answer? Share your ideas on an emerging and newsworthy topic. 
• Connect locally. It’s great to try to push your Instagram follower count up, but don’t underestimate the power of local marketing. Build relationships with neighboring businesses and organizations and take part in their initiatives. Connect with your local influencers, news channels, and publications. Reach out about stories that will interest or add value to your community. 

Events and Community Engagement, IRL

Digital marketing is powerful, but don’t forget to interact with people in real life. Events are a great extension of your PR strategy. You can promote upcoming events or share event success stories in press releases or with local media outlets. Events allow your audience to fully engage with your brand–seeing your space, talking to your people, and understanding who you are. (Here’s another pro tip from Robin: always feed people.)

The true power of events lies in building connections and serving your community. Any business can host a party, so find a way to serve a cause that’s important to you, give back to your supporters, share helpful information, be true to your brand, and bring people together. 

Make Your Marketing More Immersive

What’s next for marketing? New technologies like AI and augmented reality are allowing marketers to create more immersive experiences. That might seem futuristic, but if you’ve using Instagram filters or QR codes, you’re already dabbling in these technologies. 

Whether you’re using augmented reality to train your team on new techniques, let new patients see themselves as an after photo, or create full-sensory, custom experiences, we’re on the brink of a new realm in marketing. 

Robin’s advice? “Embrace it.” Social media was a new medium for most businesses 15 years ago, and now there aren’t many businesses without it. Just remember that no matter the technology, you’re using it to tell your unique story and connect to your audience. From there, it’s an opportunity to be creative. 

Beyond Marketing: A More Effective Med Spa with Skytale Group

You’re on your way to becoming more effective in your marketing efforts. As those patients stream through your doors, you’ll need to become more effective in your operations, finances, and growth strategy. Reach out to our team to learn more about our management consulting and investment banking services for med spas and medical aesthetic practices as they grow.