While retaining existing clients is always a top priority for medical spas, attracting new ones must also be an ongoing goal. With the rapid rise in numbers of medical spa facilities, competition is growing fierce, so a detailed plan on getting new clients is vital.

A clear idea of one’s targeted audience is essential to attracting them to a business. For example, some medical spas focus on younger women, whereas others work to attract men. Some medical spas may consider themselves discount facilities and want to attract bargain-seekers. Having a vision and mission statement for a business defines goals and allows targeted marketing towards a particular clientele. Practitioners should keep in mind that they cannot be everything to everyone, so identifying major client groups allows one to focus most of the marketing budget towards those preferred groups of people. For example, an upscale medical spa would need to plan marketing campaigns that convey the message of who they are and focuses on places that particular population will notice. For example, they may want to provide silent auction items for a black-tie, nonprofit event within the community or advertise in a neighborhood magazine for their city’s affluent area. On the other hand, a discount business may choose to place an ad in an e-commerce marketplace platform.

Lisa Jenks, M.D., began her medical career in emergency medicine. In 2007, she transitioned into aesthetic medicine, opening Genesis MedSpa. Since then, she has grown Genesis into a 10-treatment room facility, with a staff of 22. Under her direction, Genesis has won many “Best Of” awards, as well as the BBB’s Excellence in Customer Service Award four times. Dr. Jenks serves on the advisory board for Skin, Inc. and consults with physicians across the United States who are interested in a career in aesthetic medicine.