Medical spas are different. It’s not just selling medical and dermatology services; it is to offer clients viable new solutions to their skin care, body care, and hair care challenges. Traditional medical marketing becomes blurred today, as the expansion and acceptance of medical spas helps you to effectively compete with traditional skin care clinics, salons, and spas, while offering more therapeutic treatments from professionally licensed doctors, nurses, aestheticians, massage therapists, spa professionals, and medical practitioners. We recommend that you make the choice to successfully and competitively become a market-driven medical spa with an annual strategic plan, rather than an operationally driven business.
The target audience for your medical spa marketing is unique… and quite specific. In addition to the ability to pay, these people expect more, particularly in the area of customer service. Medical spas know this, and it shows. But that same specificity is needed in how you market to these prospective patients. How do you reach them? How do you communicate to them your differences? What motivates them to believe, accept, decide and act?
To help you create a more beautiful future for your med spa business, we’ve developed this A-Z guide that explains all the key elements that make up an effective 21st-century digital marketing strategy. 7 Effective Medical Spa Marketing Strategies are as follows:
The guide looks at each of these elements, specifically as they relate to med spas:
- Your Brand – It must be inviting, accessible, and high-end
- Your Website – Your most essential marketing tool
- Landing Pages – Where visitors convert to leads and leads convert to patients
- Your Blog – A resource to educate prospects and existing patients about the latest trends and treatments
- Social Media – Engaging prospects in the places where they spend their time
- Email – Still a go-to lead nurturing tool
- Online Advertising – Turbo-charging your other digital elements
- Offline Marketing – Integrating traditional media and publicity into your digital strategy
- Patient Reviews – Taking word of mouth to the next level
- Events – In-person marketing that puts a face to your med spa
- Loyalty Programs – The road to predictable revenue
To help you create a more beautiful future for your med spa business, we’ve developed this A-Z guide that explains all the key elements that make up an effective 21st-century digital marketing strategy. Top 6 Effective Medical Spa Marketing Strategies are as follows:
1. Build an Inbound Marketing Strategy for Your Med Spa
Inbound marketing describes a philosophy in which rather than pushing out promotional messages to your audience, you pull them in through content that is valuable enough for them to want to learn more. It’s a complex infrastructure that attracts visitors to your website, keeps them around, then converts them into leads that (through careful nurturing) turn into long-term patients.
To accomplish that feat, successful inbound marketing for med spas relies on a few important components:
Engaging content focused specifically on your audience’s interests and needs.
A lead nurturing process, typically via email, that sends additional value messaging to leads and keeps your med spa business front of mind for when they’re ready to become patients.
Building this type of comprehensive strategy is complex but can also be immensely successful in driving new patients. Because of its value-first focus, it can help you establish immediate credibility and communicate your expertise in a way that turns first-time visitors into long-time patients.
2. Create a Med Spa Content Marketing Strategy
Content marketing is closely related to inbound marketing in that it’s the engine that drives attention and pulls in your audience. Like inbound marketing, it requires an audience-first approach that focuses on value over cheap promotions to build long-term, mutually-beneficial customer relationships. The content drives the attention, which your inbound-focused website can then turn into leads and patients.
But content marketing deserves unique consideration because it’s not just about driving leads. Instead, it focuses on creating a steady stream of content on your website that your audience can consume at their leisure, a regular stream of new content that answers the most common questions and objections of prospective patients.
Most frequently, that involves a blog, but the opportunities can go much further. Case studies of successful patients and in-depth testimonials can be great content for your audience. So can before-and-after photo galleries that show the impact of a skin tightening or body contouring. Ideally, your steady stream of content continues to hit common audience needs and pain point that keeps them coming back for more information over time.
3. Emphasize Your Med Spa Website’s Search Engine Optimization
Med Spa SEO is the process of making sure that your business website ranks at or near the top of relevant search engine results, especially (but not limited to) Google. Beyond some basics that need to be in place, like a mobile-responsive website design and high-quality content that keeps your audience engaged, some advanced med spa SEO strategies include:
Keyword research or understanding exactly what terms and phrases your audience searches for when looking for services like yours.
Local SEO, including strategies like building your Google My Business profile and ensuring a presence on Google Maps.
SEO-optimized content marketing, focused on the right keywords and phrases to attract new visitors to your site.
Link building, both internally to connect different sections of your website and externally by getting other relevant and credible websites to link back to yours.
Technical SEO, ensuring a positive user experience through relevant title formats, fast page loads, and more.
The best SEO is both strategic and integrated with many of the other strategies listed in this guide. For example, reputation management (covered in more detail below) becomes an important part of your local SEO efforts. Much like inbound philosophies, building your entire digital marketing strategy with SEO in mind can go a long way towards long-term, sustainable success.
4. Establish a Paid Advertising Strategy for Your Med Spa
While organic, value-based tactics like content marketing and SEO are a crucial promotional component for med spa businesses, paid advertising can and should play a prominent role as well. It produces faster, more immediate results than SEO, can help to highlight valuable content immediately after publishing, and offers tight targeting parameters that allow you to show ads only to your most relevant audiences.
Another benefit of most modern digital ads is their payment structure. Programmatic advertising tends to be pay-per-click, which means the budget is charged only when your ad is interesting enough for a user to click on it. An automatic bidding process establishes how much a click is worth, and then places your ads accordingly within your budget.
Digital ads, of course, can come in a number of shapes and forms. Most prominent are social media ads, which are largely visual and targeted based on user demographics and interests, and paid search ads, which are text-based and targeted based on specific keywords. A mix of both ad types can help you effectively target your audience with (almost) immediate results.
5. Take Your Med Spa Social Media Marketing to the Next Level
Most med spas have at least some social media presence. Taking a strategic approach to it can go a long way to building brand awareness and community among your patients. That means focusing on the channels where your patients are most likely to spend time.
As with content marketing, the key is focusing on audience value over promotions. Rather than simply posting about your skin resurfacing service, show a quick video or image that demonstrates how the procedure works in general. Visual content especially drives significant engagement on social media.
However, even with a strategic approach, non-paid social media marketing can be limited in terms of reach and engagement. Consider boosting individual posts to make sure they get seen outside of your existing followers and build your audience over time.
6. Manage Your Med Spa Online Reputation
Reputation management for med spas involves taking an active role in managing Amplify your positive reviews while responding to and address concerns found in any negative reviews.
Google reviews are a crucial component of your local SEO, as well. A well-reviewed business will receive more prominent placements on search results as well as more clicks. Meanwhile, proactive management of negative reviews can turn angry customers into loyal ones.
Positive reviews are perfect to add to your website and integrate into your content marketing. Depending on your business size and budget, reputation management can be done manually, or you can use a marketing automation tool to scale more easily.
Your med spa is top notch because you’ve invested time and effort in training, careful selection of your menu of procedures, and sharpening your skills. It’s time to invest in an equally top-notch marketing plan – one that attracts and retains the clientele you deserve.