Building a successful medspa in today’s competitive landscape requires more than just great treatments—it requires a strategic marketing approach that resonates with clients and sets you apart.

It can - however - feel really daunting to get started. There are so many channels and approaches and - on top of that - how can you make sure you are getting a solid return on investment and not break the bank to make that happen?

From assessing your competitors to implementing retention strategies, here are essential steps to take, plus how the right medspa software can support you every step of the way.

1. Assess the Competitive Landscape

Before building your marketing plan, start by assessing the competitive landscape. Research other medspas and dermatology clinics in your area to understand what they’re offering, how they’re pricing their services, and which treatments are in high demand.

• Evaluate Pricing: Look at how your competitors price their services. Knowing the average price range in your area can help you position your offerings strategically—whether you choose to be competitive, premium, or somewhere in between.
• Identify Popular Services: Understanding the most desired services in your area is essential. Are laser treatments the top choice, or is there high demand for injectables? By offering services that appeal to local clientele, you can better attract and retain clients.
• Assess Common Offerings: Note which treatments are common in your area to see where you could stand out. If every medspa offers the same services, you may benefit from adding a unique offering to your lineup.

2. Identify Your Key Differentiators

With medspas popping up on every corner, the competition is fierce. It’s essential to develop a differentiated positioning that sets your medspa apart and appeals to your ideal clients. Think about what makes your practice unique and why clients would choose you over others.

• Highlight Unique Approaches: Do you combine integrative medicine with aesthetics? Or perhaps you offer a weight-loss angle in addition to standard aesthetic treatments. Positioning your medspa as a unique destination with an integrated approach can help you stand out.
• Exclusive Technology and Equipment: If you have access to advanced technology or specialized machines that competitors don’t, be sure to highlight that. Cutting-edge treatments and tools can add significant value to your offerings.
• Competitive Pricing and Offers: If you’re able to offer competitive pricing or exclusive promotions, that can be a strong differentiator, especially if cost is a primary factor for your clients. Make sure to emphasize your pricing advantages in your marketing materials.

3. Identify Your Target Customer Profile for Your Medspa

Defining your ideal customer profile (ICP) is essential to any successful marketing plan. This is where you dig into your target clients’ demographics, preferences, and behaviors.

• Demographics: Start by identifying the age, gender, and income level of your typical client. Knowing this information helps tailor your marketing to resonate with the right audience.
• Trends and Behaviors: Understand where your clients spend their time and money. Are they active on social media apps, like Instagram or TikTok? Knowing which platforms to target can enhance your online presence.
• Psychographics: Dive into your clients’ interests, lifestyles, and values. Are they health-conscious, trendy, or family-oriented? The more specific you can be, the better you can speak directly to them through your marketing.
• Leverage Your CRM: If you already have data on your clients, use it! Your medspa software should ideally offer tools to help you organize and analyze client data so you can tailor your offerings more effectively.

4. Use Your Existing Clients as Walking Billboards

Once you identify your ideal clients, focus on those who already love your medspa—they’re your best advocates. Investing in testimonials and referral programs helps leverage their influence.

• Encourage Testimonials and Reviews: Most people rely on online reviews for healthcare decisions. Make it easy for clients to leave reviews on platforms like Google or Yelp, and ask if they’d be open to sharing a testimonial on your website.
• Make Referrals Easy: For referrals, consider offering clients incentives, like discounts or loyalty points, for every friend they refer. Make booking easy for the referred client by providing them with a shareable link, QR code, or referral code.
• Promote Social Media Sharing: Encourage clients to share their experience on social media such as an Instagram story, and offer incentives like free products or a small discount for doing so. Word of mouth is powerful, and social media can amplify it.

5. Invest in Patient Retention

Acquiring new clients can be costly, so don’t overlook the importance of keeping your current ones. According to Forbes, retaining a client costs five times less than acquiring a new one.

• Loyalty Programs: Establish loyalty programs that reward clients for repeat visits. Points-based systems or discounts for frequent bookings encourage clients to stay engaged.
• Memberships: Offering memberships for ongoing treatments, like monthly facials or discounted injectables, provides a steady revenue stream and strengthens client loyalty.
• Personalized Attention: Make sure your loyal clients feel cared for and recognized. Personalized thank-you notes, birthday messages, and exclusive promotions show that you appreciate them.

6. Build an Accessible and Optimized Website

Your website is often the first impression clients have of your medspa, so make it user-friendly, engaging, and conversion-oriented.

• Showcase Differentiators: Use photos, videos, and interactive content to highlight what makes your medspa unique. Visual content showcasing your services and team can make your website feel inviting and professional.
• Strong Calls to Action: Every page on your website should encourage potential clients to take the next step, such as booking an appointment. Embed booking options on multiple pages to make it convenient for clients.
• Capture Leads: Your booking form should capture critical information early in the process—like phone numbers and emails—so you can follow up even if clients don’t complete their booking. Make the booking experience smooth to increase conversions.

7. Invest in Software That Supports Patient Engagement and KPI Tracking

As you grow, medspa software that enhances client engagement and tracks key performance indicators (KPIs) becomes essential.

• 2-Way SMS for Client Engagement: Two-way SMS allows you to build personalized client relationships. Follow up after treatments, send reminders, and even offer special discounts to clients who haven’t rebooked yet. Setting regular check-ins helps keep your medspa top of mind for clients.
• Targeted SMS Marketing Campaigns: Create segmented SMS campaigns tailored to clients’ past treatments and preferences. This personalized approach increases engagement and shows clients that you pay attention to their unique needs.
• Satisfaction Surveys: Sending satisfaction surveys over SMS right after an appointment is a great way to gather feedback. Monitor client sentiment to gauge satisfaction and identify areas for improvement.
• Optimized Online Booking: Your online booking should capture valuable client data, making it easier to follow up and ensure clients complete their bookings. An optimized booking flow keeps potential leads engaged and helps reduce abandonment rates.

Reviva's medspa software is designed to support medspa owners in their marketing and client engagement strategies. By integrating two-way SMS, customizable booking, and robust reporting, Reviva provides the tools you need to manage and grow your medspa effortlessly in an intuitive interface purpose-built for aesthetic clinics.

Ready to see how Reviva can elevate your marketing efforts and streamline your client engagement? Schedule a call with our team today to learn more!