When considering taking on medical spa marketing, it’s useful to think about where and when potential customers are likely to come across information. Whether it’s doing research, looking for a medical spa near them, or comparing services offered and associated fees, a savvy consumer’s first stop is almost always the internet.
If you’ve been wondering what kind of medical spa marketing is right for your business, you should consider having a robust and frequently updated website as a basis on which to build your marketing efforts. With the right combination of articles and information about the goods and services available at your business, your medical spa marketing efforts will likely rely on your website more than any other single factor.
Is Medical Spa Marketing Right for My Business?
Almost all medical spas offer services that are corrective procedures for treating sun damage, fine lines, wrinkles, hyperpigmentation, sagging or loose skin, a loss of volume in areas of the face caused by aging, stretch marks, acne scars, and other undesirable skin blemishes. The medical spa industry is one of the fastest-growing health and wellness practice areas in the United States, using ever-advancing technology that makes treatments and procedures safer, more effective, and less expensive than ever. However, in order to draw attention to these services, medical spa marketing is essential.
A Growing, Younger Market
Patients are getting younger as well; many women in their 20s and 30s who have a prevention mindset when it comes to skin care are seeking the services of medical and aesthetic spas as a way to avoid surgery in the years to come. The 2017 Medical Spa State of the Industry Report states that a whopping 69% of all medical spa clients are now under 55 years of age, with the growing millennial market comprising 17% of the total.
This ever-increasing customer base is reliant not just on articles in health and beauty magazines. They are now more and more reliant on the internet to research procedures and products that they can use to maintain or regain a healthy, youthful appearance. More often than not, much of their information is being delivered by medical spa marketing efforts, which should aim to inform and educate as much as advertise.
Competition in Medical Spa Marketing
The thing to bear in mind here is that rapid, intensive growth in any industry means increased competition and a greater variety of resources aimed at capitalizing on a growing customer base. If your medical spa marketing efforts have been limited to traditional means of advertising, you may find those efforts to be less and less effective as many more spas take to the internet to advertise on the web. As the demographics shift, new audiences require new technology and new efforts to effectively communicate your presence and the benefits of your business over that of a competitor.
How Should You Be Marketing?
To be sure your medical spa marketing efforts are successful, there are a few critical areas to pay attention to. Each of these elements should combine to create a website that draws traffic and keeps potential, new, and existing customers coming back to stay educated, informed, and aware of the latest technology and how your practice is using it.
Your website should prominently feature your brand, which is the face of your business and the attitude and personality behind it. Whether you opt for a more clinical, professional approach or something warmer and more people-oriented, your business must present an accessible and appealing brand to the public. The most effective manner in which to present the unique aspects of your business is without a doubt the internet.
Your website will be one of the most critical marketing efforts you make. It is more effective at reaching people than traditional print advertising and much more inexpensive, even if updated regularly and outsourced to a third-party who handles making the necessary changes. How frequently your website should be updated is ultimately a matter of personal opinion, but a good guideline is to feature new content regularly.
Components of a Successful Medical Spa Website
Websites that intend to attract and capture the attention of would-be customers should feature a number of standardized elements. The first and foremost is a home page, which is the first thing a customer sees when visiting your site. You can—and should—develop landing pages for specific procedures and products, as well as for sales events or special offers. This way, when a potential customer searches for a specific service or is looking for goods and treatments offered at a discount, your website will be able to serve them tailored information regardless of how they come to it.
You’ll also want to feature a blog, which is an evergreen resource to attract and inform both new and existing patients. When blog posts are written in a way that maximizes SEO, which stands for Search Engine Optimization, you can be sure to appear earlier in searches for the kinds of products or procedures your medical spa offers. Blogs are also a wonderful way to explore the latest trends, to share information about individual aestheticians to give your brand more of a personal touch, and to educate and inform your client base.
You should also include a page or pages for patient reviews. Patient testimonials go a long way toward establishing trust and confidence in your business both among existing clients and among those considering giving your business a try.
Why Your Website is So Important
Most potential medical spa customers don’t come to your business to browse your services the way they would if they were in the market to purchase a traditional product. Unlike most retail establishments, when a customer walks through your door, they usually have an appointment set up in advance for a specific procedure or group of procedures. Because of this, attracting customers on the web is critically important; it gives potential new patients an opportunity to “browse” through what your medical spa offers. Your website in this sense is much like a storefront where customers can see and compare products and procedures before they make the decision to buy, or in your case, contact your office for an appointment.
Your website is your first—and perhaps only—opportunity to show potential patients that you offer the latest services and procedures, administered by trained and knowledgeable professionals. You want to present your business as invitingly and professionally as possible while still making it clear that it’s a place where they will feel comfortable and pampered. You want to communicate the message that your level of care and your personal consideration for each patient is second to none, and a website is the single most effective way of accomplishing this.
The medical spa industry is undergoing exponential growth, with revenue expected to increase over the next several years. Consumer awareness of medical spas and the services they offer is at an all-time high, and new demographics—both male and female—are driving medical spa marketing efforts. With increased opportunity comes increased competition, and the internet is, in this sense, the great equalizer. Whether your business is privately owned, a franchise, or part of a small local chain, the advantage of having a great website is one that simply cannot be overlooked.
It’s critical to realize that the web is now everywhere, in the palm of every potential patient’s hand by means of smartphones and tablets, and it is almost always the first stop when someone is investigating a new treatment or procedure that they may have heard about on the news of via word of mouth.
Medical spa marketing on the internet works because it’s tailored to the individual clinic and targets potential patients with the advice, information, and expertise they will need to make a decision between one spa or another. Your insight into the medical spa industry is critically important, and no other avenue gives you the opportunity to share that unique point of view with clients. Patients will be relying on your medical spa to put their best face or body forward, and when deciding what content to use and how to present it on your website, it is important to keep that in mind.
You want to meet prospective new customers in a way that will instill in them the confidence to book an appointment with your business immediately, and they will take that first step if you give them the opportunity and compulsion to do so. No other marketing avenue in history has been as immediate as the internet, and this is your opportunity to greet your client base with confidence and poise. Your website must tell its visitors that your medical spa is staffed by knowledgeable professionals, the latest equipment and technology, and the caring touch that will put them at ease.
Get Started with High-End Web Design
The importance of having an amazing website cannot be overstated, and our team of experts at Crystal Clear Digital Marketing would be honored to help you create a beautiful, effective website that works on all devices 24/7. You are warmly invited to contact us today to learn more. We look forward to speaking with you!