It’s a normal day running your medical spa. The phone rings.
It’s Allison Smith, a regular client, who, like clockwork, calls during her lunch break to make her monthly massage appointment the first of every month. You get another call. This time it’s Jennifer Charles, who makes appointments sporadically, sometimes going months at a time without coming in, and is always switching up what services she wants. These are your clients. Regular or not, you’ve established some type of relationship with them, but how well do you really know them?
Your medical spa clientele is the heart of your business. Without them, your business will cease to live, but you also need new customers to grow your business. Knowing your clientele is essential to understanding how to maintain your current clients and find new ones. Here are three steps to get to developing a foolproof medspa marketing strategy:
Before venturing out to find new clients, get to know the other medical spas vying for their attention. Research competing businesses, determine your top three competitors, and hone in on them with a competitive landscape analysis. Landscape analyses dissect your competition, claims about their business, and their appeal tactics to consumers.
With a breakdown of your competitors in hand, turn the focus to your company. Look at your brand persona and identify key differentiators that make your business stand out from the crowd. Do you offer a service no other medical spa does? Or maybe you offer clients a free treatment after 10 visits in a unique reward system? Whatever your unique offer, focus on it. Stray away from generic claims like “outstanding customer service,” or “quality service.”
These are catch-all terms that any medical spa can use. Instead, use phrases like “the only medical spa in Denver certified in _______,” or “Denver’s only __________ medical spa.” These phrases allow you to differentiate and market yourself as a unique business that provides value and benefits to consumers that your competitors don’t.
Getting to know someone requires gathering information about them. Luckily, you’ve got a great group of individuals that can give you quality feedback on your business and target markets—your current medical spa clientele.
You’ve already established a relationship with these individuals, so the next step is getting to know them better and finding out why they choose your medical spa over competitors. Utilize your client intake process as an opportunity to gather basic demographic information, such as:
Treatments they’re interested in
How they heard about your business
After gathering the initial information, you can begin collecting behavioral information. This information uncovers your client’s attitudes, hobbies, likes/dislikes, and overall personality. Follow this up by gathering feedback. The best time to gain feedback is after a client has received service. You can collect information by:
Asking a few questions immediately after service
A follow-up phone call or email
You can also utilize social media to gather feedback. Post questions, polls, and encourage discussion on Facebook, Twitter, and other social platforms. The more your consumers are talking, the better! When gathering more in-depth communication (i.e., personal interviews, online surveys, etc.), be sure to offer clients incentive for their time (i.e., a discount at their next appointment). Let your consumers know they will gain something of value for their input.
But before you send that tweet, what information do you collect? It’s important to limit information intake to what you really need. Overloading consumers with questions can discourage them from disclosing information, weakening your medspa marketing strategy. Since you’ve already gotten demographic info, you can start with more important information, for example:
“On a scale of 1-5 (5 being the best), how was your ___________ treatment?”
“What can we do to improve our service?”
“Would you recommend our services to a friend?”
“What is your favorite service and why?”
Gathering feedback will allow you to get to know your clients better. It’s important to understand what factors contribute to your customers’ loyalty, and then use that information to reach out to potential clients.
Now that you’ve differentiated yourself from competitors and gotten to know your current clients, it’s time to develop buyer personas. Buyer personas are fictional, personified representations of your target consumers. Creating detailed personas does require some research; however, compiling the information is easy thanks to online generic templates from companies like Hubspot.
It’s important to remember that you can have more than one target consumer. Let’s think back to your clients, Allison Smith and Jennifer Charles, who called to make appointments this morning. They represent two very different consumers, who can act as the basis for two different buyer personas for your medical spa. In our case, Allison and Jennifer are fictional, so we’ll keep their names the same. Let’s start with Allison:
Name: Allison Smith
Occupation: VP of Marketing
Goals: Treat herself after a long workweek; relax, de-stress, and “escape”
Challenges: Very tight schedule, not much free time
Background: Allison maintains a very organized and tight schedule. She has her work and personal life planned out each day (by the hour) and is very accustomed to her routine. She is very busy both at work and at home with her husband and two children. Once a month, she likes to schedule a massage and spa treatment into her hectic schedule to treat herself, relax, and get some “me” time.
Now let’s move on to Jennifer:
Name: Jennifer Charles
Goals: Relax and spend time with her granddaughters
Challenges: Has lots of free time; when grandchildren visit, she wants to treat them
Background: Jennifer is retired and spends her free time reading, travelling with her husband, and spending time with her children and grandchildren. When her granddaughters come to visit, she enjoys bringing them to the spa, which is near their favorite lunch spot downtown, for facials, pedicures and other treatments to spend time with them. She often tries out new trends and medspa treatments when her granddaughters suggest them.
Notice the difference? Allison and Jennifer are both loyal customers, but they both live very different lifestyles and their motives for visiting your medical spa differ. This means they need to be marketed to in different ways. Customers like Jennifer might be interested in a half-day full spa treatment when her granddaughters visit on a Friday afternoon. On the other hand, Allison might enjoy a special promotion on a discounted 2-hour massage, since she tends to book the same treatment each appointment.
Knowing your business and clientele well is key in running a successful medical spa. Understanding your customers’ demographics, psychographics, and behaviors allows you to tailor your medspa marketing strategy around them. This will allow you to reach new potential customers within your target markets instead of throwing a dart at random and hoping for the best!