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Episode 2
Marketing for Med Spas
In our second podcast episode, Alex and Joe discuss:
Joe Leek: “I noticed that most marketing agencies fail to consider three crucial factors when working with clinics. First is the clinic’s brand reputation, which is often undermined by constant
discounting [on social media advert offers designed to get them to make a booking]. Second is the type of clients they attract, who are typically price-sensitive, discount-focused clients.
“The third is client retention, as many clients come for a single treatment and never return. Recognizing this trend, we at Patient Centrum developed a specialized marketing approach that includes collaboration with in-house doctors and medical professionals to better align with the needs of the clinics and enhance client acquisition and retention.”
Joe Leek: “At Patient Centrum, our approach to attracting and retaining high-ticket clients is centered around the patient’s concerns, not just the treatments. The minute you advertise a treatment alone, you attract clients who are only interested in discounts and one-off visits.
“This focus results in poor retention. Instead, we emphasize the outcome as the product, with treatments being the means to achieve it. By marketing to clients who value addressing issues like aging and who are seeking long-term results, we can use our medical expertise to recommend tailored treatment plans. This strategy ensures clients see value beyond a single discounted treatment, leading to better retention and satisfaction.”
Joe Leek: “A key part of our service is helping clinics utilize SMS and email marketing to their existing client base. It’s a huge missed opportunity for those who don’t do it, as it’s one of the most effective ways to get more clients. It’s like a little superpower.
“Many of our clients come to us because they need growth, whether it’s to buy a new machine, open a new location, or hire another doctor. While we focus on social media ads to attract new clients, we can quickly boost results by sending a message to their entire database.
“It’s much cheaper to retain an existing client than to acquire a new one.”
Joe Leek: “The power of AI lies in its ability to personalize these communications at scale. For example, AI can use notes from consultations, where a doctor details a patient’s concerns and desired outcomes, to craft tailored follow-up emails. This way, we can send personalized messages to thousands of clients, making it feel like the owner has literally written it to them.
“AI can also create personalized email sequences over time, adjusting the messaging based on client interactions. However, AI is complex, so using specialized software or working with an agency can help set up and manage these personalized marketing efforts effectively.”
Joe Leek: “When marketing for a med spa, it’s crucial to build a relationship and educate potential clients rather than pushing them to book an appointment immediately. Directing people from ads straight to booking systems is like asking someone to marry you on the first date.
“Instead, use a landing page to inform them about your services and what to expect. The best way to get bookings is to personally call the client, talk about the clinic, learn about their needs, and offer to book a free consultation. Educating clients first leads to more successful bookings.”
Joe Leek: “One of the biggest opportunities for 2024 and 2025 is combining a referral program with a new patient acquisition strategy. Many clinics use influencers, like A-list or even C-list celebrities from local TV, to promote their services.
“You can set up a referral program where influencers get rewards for each consultation booked. Imagine an influencer posts a video at your clinic to their 50,000 followers, sharing their positive experience. If only 1% of those followers book, that’s 1,000 new potential customers. This approach heavily incentivizes influencers and drives significant traffic to your clinic.”
Alex is Pabau’s Product Marketing Manager. He’s worked at Pabau for three years and is passionate about supporting clients in getting as much value as possible from Pabau.
Joe Leek is the founder of the marketing agency Patient Centrum, a doctor-led agency that specializes in high-end, high-ticket facial aesthetics marketing.
BLOG:
10 med spa marketing ideas
EBOOK:
Marketing your aesthetics clinic – 14 must-know strategies for success
Marketing Plus:
How Pabau can help you take the heavy lifting out of marketing
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