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In today’s episode, we’re doing something a little different. Instead of a deep dive into one topic, we’re covering several rapid-fire areas that continue to come up in our client conversations. These topics matter because they influence your revenue, retention, and the overall trajectory of your med spa.

Lauren brought several relevant themes to the table—trends, observations, and questions we’re hearing from practices nationwide. In this article, we break down each one with examples, context, and clear distinctions between what works and what doesn’t.

The topics include:

• Membership models: What’s working, what isn’t, and why.
• Attracting different age demographics through branding, ads, and office aesthetics.
• Seasonal and general promotions for existing patients.
• The math and strategy behind promoting injectables versus other services.
• Conversion rates: Why two practices can run the same ads but get completely different results.
• Lead management mistakes costing you revenue.
• The impact of personalization vs. automation.

Let’s jump in.

Membership Models: What Works and What Doesn’t

The Evolution of Membership Programs

Over the last year, we’ve seen membership models evolve dramatically. In the early days, most membership attempts failed—not because the concept was bad, but because implementation was. We rarely saw practices execute them in a way that genuinely benefited the patient or the business.

More recently, however, we’ve observed models that finally do work—and work well.

The Membership Model That Fails Every Time

Here’s the version that consistently underperforms:

A fixed monthly fee that includes one specific “free” treatment per month.

For example:

• $149/month
• Includes one free DiamondGlow
• Plus 10% off tox and lasers

The problem is simple:
Most patients do not want a mandatory facial or single service every month. It feels like an obligation, not a benefit. Patients end up thinking:

“I’ll just buy the facial when I want it.”

There’s no perceived savings, no flexibility, and no reason to commit long-term.

The Membership Model That Works Exceptionally Well

The version that consistently succeeds is:

Bank-your-bucks memberships.

Patients pay a monthly fee, and every dollar goes into their personal account to use on any service in the practice.

Why this works:

1. No “use it or lose it” pressure.
2. Total flexibility.
3. It feels like responsible budgeting.
4. It reduces the sting of big-ticket purchases.
5. It creates predictable recurring revenue for the practice.
6. Patients still receive additional discounts or perks.

This model gives patients freedom while still giving your practice retention and cash flow stability.

Memberships Still Require Sales Effort

Even with a great model, memberships don’t sell themselves. High-performing practices don’t treat memberships as an afterthought—they pitch them during:

• Consults
• Treatment plan conversations
• New patient visits
• Annual planning sessions

Often it takes one standout provider to set the tone, and their conversion rates dramatically outperform others.

Membership Pricing Strategy

Membership discounts don’t need to be massive—but they do need to make sense.

One high-performing example:

• Practice intro offer: Dysport at $3/unit
• Membership rate: $3.80/unit

This is extremely compelling for a new patient who loves their results and wants to “lock in” a long-term lower price.

Another effective example:

• A practice raised their injectable prices
• Offered a membership to “lock in the old rate”

Patients jumped at it.

Avoid One-Size-Fits-All Memberships

If you offer a range of services, consider multiple tiers:

• Injectable membership
• Esthetic membership
• Laser membership

Not all patients want or use everything.

Final Membership Takeaways

• The bank-your-bucks model is the only one consistently producing results.
• Memberships don’t sell themselves—present them clearly and consistently.
• Don’t expect 100% of patients to join; often it’s a smaller segment.
• Memberships should support retention—not be your entire retention strategy.
• The more perks and exclusivity you add, the higher the conversion rate.

Attracting the Right Age Demographic: Branding, Colors, Graphics, and Office Aesthetic

This conversation started after reviewing results from a Botox promo last October. We used fun, pop-style graphics—playful aesthetics, bright colors, Halloween-inspired themes. Several clients immediately noticed that:

The ads pulled in a younger demographic—even when the offer was identical.

This led us to explore deeper patterns in branding, color psychology, and office visuals.

Branding That Attracts Younger Audiences

Across clients, we saw clear consistency:

Younger demographics respond strongly to:

• Neon colors
• Light pinks
• Bright, playful palettes
• Trendy, youthful graphics
• Fun, meme-like visuals
• Modern offices with neon signs
• Casual, playful provider photos

Younger audiences value fun, social friendliness, and a modern vibe.

Branding That Attracts Older Audiences

Older demographics tend to respond more strongly to:

• Blues, greys, blacks
• Clean, minimalistic aesthetics
• Professional, polished tones
• High-end, medical-inspired design
• Photos that resemble a boutique physician’s office

These clients value expertise, professionalism, and perceived quality.

Office Aesthetic Matters More Than You Think

When choosing a med spa, people Google you—and they click through your photos. We noticed:

• Younger clients choose the spa with colorful walls, neon signs, artistic backgrounds.
• Older clients choose the spa that looks clean, high-end, modern, and medical.

Your office aesthetic—what people see in your Google Business profile—attracts certain demographics before they ever read your website copy.

Align Branding With Your Goals

If you want:

• more lip filler clients → use fun, youthful colors and imagery
• more device-based clients → use mature, professional branding
• more midlife anti-aging clients → showcase high-end, clean, minimal visuals

Demographic attraction is not random—it’s influenced by creative direction.

Seasonal Ads Can Shift Your Audience

You can use graphics, colors, and creative styling to intentionally attract different age groups seasonally or per service.

For example:

• Lip flips in February → playful Valentine’s Day theme
• Laser packages in fall → luxury, sleek autumn aesthetics
• Botox during Halloween → fun, bold colors

These creative choices boost relevance and improve your demographic targeting.

How to Structure Promotions for Existing Patients (During Holidays and All Year)

Existing-patient promotions deserve their own strategy because buying behavior shifts dramatically based on season, weather, and cultural expectations.

Keep Monthly Specials Limited

Too many practices create 20+ specials each month—leading to:

• Confusion
• Indecision
• Low response
• Brand dilution

A good range is:
3 to 7 strong specials per month.

Choose Specials Based on Season and Buying Behavior

Examples:

Laser season:

• September through February
• Promote BBL, HALO, Moxi, IPL

Body sculpting season:

• New Year (fitness mindset)
• Late winter heading into spring

Big-ticket packages:

• Black Friday
• December holidays
• New Year renewal packages

Consumers spend more freely during holiday shopping periods because they already expect to spend.

Plan Promotions in Advance

High-performing practices plan:

• Quarterly
• Seasonally
• By annual revenue goals

That doesn’t mean you can’t pivot, but you should avoid improvising every month.

Avoid Over-Training Your Buyers

One big mistake:

Running the same sale at the same time every year.

Example:

• Botox sale every June
• Patients learn to wait until June

Consistency in promotions (when unnecessary) creates discount conditioning.

Consider Cross-Month Impact

Running a big sale in June often creates hidden effects:

• May sales drop
• July sales drop
• June looks “great” because demand got pulled forward

Make sure the net benefit outweighs the hidden losses.

Why Injectables Outperform Most Other Services in Ads: The Math Behind Marketing

Many practices ask us:

“Why don’t you run more ads for microneedling, RF, or expensive lasers? We want to push those!”

The answer is simple:

The math rarely works.

Here’s why.

Non-Injectable Services Are Difficult to Scale With Ads

Services like:

• Microneedling
• Laser hair removal
• IV therapy
• Niche devices
• Expensive packages

…face two major challenges simultaneously.

Challenge 1: You must discount heavily to attract cold prospects.

High-price services have more friction. Cold prospects demand a clear, compelling reason to choose you.

Challenge 2: Customer acquisition costs are higher.

When ads cost more and the service must be discounted more, your margins collapse.

Injectables, on the other hand:

• Have predictable demand
• Can be priced competitively
• Have low acquisition cost
• Can break even or profit on Visit #1
• Lead beautifully into higher-ticket upsells

Upsell Pathway Makes Injectables the Best Gateway Service

Once someone trusts you with their face, it becomes far easier to sell:

• Microneedling
• Chemical peels
• Moxi
• HALO
• BBL
• Laser hair packages
• Skincare

These upsells do not require additional advertising cost.

You maximize revenue by:

Acquiring patients via injectables, then upselling premium services later.

This is why injectables are the cornerstone of a scalable med spa marketing strategy.

Conversion Rates: Why Some Practices Crush It and Others Struggle

Two practices can run:

• The same ads
• The same offers
• The same copy
• The same budget

…and have drastically different conversion rates.

Here’s why.

The Biggest Conversion Killer: Poor Lead Management

Lauren recently audited conversations for several clients and found common mistakes.

Conversion Mistake #1: Not Following Up Enough

Many practices treat a stalled conversation as the end of the conversation.

Example:

• You offer appointment times
• The prospect stops replying
• Your team assumes they’re “not interested”
• They never follow up

This is a major mistake.

People:

• Get distracted
• Forget
• Lose track
• Open texts during meetings
• Don’t have their calendar handy

Follow up until you get a yes or no.

Conversion Mistake #2: Responding With Low-Effort Replies

Here’s a real example:

Prospect: “Do you think 20 units will work for my forehead?”
Team: “Maybe.”

This kills trust immediately.

Better response:

• Educate
• Show expertise
• Set expectations
• Ask a clarifying question
• Invite them to a consultation

Every message should build rapport.

Conversion Mistake #3: No Open-Ended Follow-Up Questions

If your replies don’t guide the conversation forward, the lead goes cold.

Ask questions like:

• “Would morning or afternoon work better?”
• “Would you prefer this week or next?”
• “Do you want to come in for a quick consult to determine exact units?”

Keep the dialogue alive.

Conversion Mistake #4: Outsourcing Too Much to Automation or AI

Automation is helpful for:

• Initial touchpoints
• Drip campaigns
• Reminders

But once a prospect replies, automation cannot replace relationship-building.

This is a customer service business. Personal communication is a differentiator.

Conversion Mistake #5: Wrong Person Managing Leads

Owners or highly invested staff convert better because they care.

Receptionists without training or incentives often:

• Respond slowly
• Respond briefly
• Let conversations die
• Forget to follow up
• Fail to ask the booking question

This can cut your conversion rate in half.

Bonus Strategy: Incentivize Conversion Metrics

You can ethically incentivize:

• Speed-to-lead
• Appointment booking rate
• Show-up rate

This aligns perfectly with your business goals.

Final Thoughts: Compounding Small Improvements

This episode covered a wide range of topics, but they all share one theme:

Small details create big differences in performance.

From branding to follow-up strategies, to membership design, to ad targeting—every micro-improvement compounds over time.

These are the nuances that separate average med spas from elite ones.

If implemented consistently, they will improve:

• Conversion rates
• Retention
• Revenue
• Brand positioning
• Patient experience

And ultimately, your growth trajectory.

If you need support implementing high-performing marketing strategies, you can learn more at:

medspamagicmarketing.com