When marketing a med-spa, it helps to think like a guide. You meet potential clients where they are, answer their questions, and help them take the next steps. It sounds simple, but it’s actually a three-stage process. The journey from “just curious” to “ready to buy” is described in the marketing world as a funnel.
At the top of the funnel, education is everything. Many potential patients don’t fully understand what’s on a med spa service menu when they first discover you. By clearly explaining treatments, breaking down jargon, and setting expectations, you not only build trust but also make it easier for clients to picture themselves booking. From there, they move into the middle of the funnel as they learn more about you, and finally to the bottom when they’re ready to take action.
- Top of the Funnel—Awareness. Your audience has a problem or a question, but they don’t know much yet about their options.
- Middle of the Funnel—Consideration. They’ve done some research and are weighing their options.
- Bottom of the Funnel—Conversion. They’re ready to book. They just need a nudge and a smooth experience.
Let’s break it down stage by stage to learn more about what your audience wants at each stage of the funnel, and how you can connect with them.
Stage 1: Awareness—Get on Their Radar
At this point, your audience is wondering something. Maybe they want to improve their skin or slow signs of aging. Maybe they’ve heard of a certain medi-aesthetic service and want to know more. They’re not looking for your med spa specifically (yet). They’re just looking for answers.
You want to be the one to give those answers. Your goal here isn’t to push bookings but to educate, inspire, and build name recognition for your brand.
Your key goal at this stage isn’t to sell your brand hard; it’s to increase your brand visibility with the audience. Focus on educating them, not convincing them to use your services.
Tools to reach the audience at this stage:
- Social media. Think Instagram Reels, TikToks with before-and-after photos, quick tips, etc.
- Helpful blog posts. Answer higher-level questions—for example, “What is microneedling?” or “Best ways to treat under-eye circles.”
- Google Business Profile and local directories. Make yourself easy to find when people search nearby.
- Community events or sponsorships. Great for local visibility and word-of-mouth.
Stage 2: Consideration—Build Trust and Confidence
Now your audience is doing their homework. They know a little about the topic, but they’re trying to find the right provider, service, and price. They’re asking things like:
- How safe is this treatment?
- Will it work for me?
- What does it cost?
- Who’s doing it, and what’s their background?
- Will it hurt? What’s the recovery like?
Your job here is to help them feel informed and reassured.
Useful tools for this stage:
- Targeted ads. Get in front of the right audience based on interest and location.
- Detailed service pages. Include things like FAQs, testimonials, and practitioner bios.
- Lead management. Capture interest when it strikes and collect contact details with a simple form.
- Email marketing (drip campaigns). Keep prospects warm with valuable content over time.
- “What to expect” posts or stories. Real examples go a long way in building trust.
Stage 3: Conversion—Make It Easy to Book
This is it. They’re ready! Now your focus is reducing friction and making it as simple as possible to choose you.
Here’s what helps:
- Online booking. Now they can book when the mood strikes.
- Mobile-friendly calls to action. Make “Book Now” buttons prominent and easy to click on any device.
- Live chat or texting options. Some clients prefer a quick question via chat before committing.
- Special offers or treatment bundles. Time-limited packages can give just the right nudge.
After the Funnel: Keep ‘Em Coming Back
You want to turn first-timers into repeat patients and brand advocates. Use marketing tools to help them feel seen, supported, and ready to return.
Smart tools for loyalty:
- Memberships and packages. Great for building steady income and client habits. Just make sure they don’t conflict with state kickback laws.
- Rebooking prompts. Ask while they’re still at the front desk or follow up shortly after with an automated message.
- Appointment reminders. Reduce no-shows and demonstrate that you’re organized and professional.
- Review requests. Feedback helps you improve and reviews boost visibility.
A Quick Word on Legal Stuff (Because It Matters)
Marketing a med spa isn’t like promoting a boutique or café. You’re offering medical services, which puts rules around how you can and can’t advertise.
The American MedSpa Association puts it clearly: Ads for medical providers must be factual, honest, and not exaggerated. Here are the basics.
- Stick to facts—Avoid the “best in town” claims. Focus on what you offer and why it matters.
- Don’t hype or compare—Let the quality of your work speak for itself.
- Clarify credentials—Be specific about who performs treatments and what their qualifications are.
- Disclose pricing honestly—No bait-and-switch tactics.
- Stay HIPAA compliant—You can’t share client photos, names, or testimonials without written consent.
And before you go all-in on a marketing campaign, it’s smart to talk to a healthcare attorney familiar with your state’s medical advertising laws. It’s worth the peace of mind.
Meet Them Where They Are
A smart marketing strategy connects with patients at every stage of the journey, whether they’re just starting to wonder about aesthetic services or already comparing provider bios. By layering marketing across the full funnel—awareness, consideration, conversion, and beyond—you’re building trust, reputation, and loyalty.
Use this blog as a guide to sketch out your own plan—jot down what you’re already doing and where there might be gaps. Phorest is all about connecting our global community to share ideas. Check out the podcast, PhorestFM, on Apple Podcasts or Spotify for more industry voices and thought-leadership.
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