Written By: Christin Trujillo, Maven Financial Partners 

In the fast-paced world of aesthetics, whether you’re running a medical spa, a plastic surgery practice, or a dermatology clinic, the competition is fierce. With new med spas popping up on every corner, standing out has never been more important. One of the key ways to ensure your practice thrives in this competitive market is through strategic, consistent marketing.

But how much should you actually be spending on marketing? Here’s a breakdown that will keep your practice thriving whether you’re a seasoned pro or just starting out:

Established Practices: Set Aside 5-6% of Projected Annual Revenue

If your practice is well-established and you’re already enjoying a steady flow of patients, a good rule of thumb is to allocate 5-6% of your projected annual revenue to marketing efforts. This sweet spot allows you to maintain your brand visibility, nurture patient relationships, and attract new clientele, all while continuing to grow your bottom line.

Investing in things like social media advertising, SEO, paid search, and content marketing keeps you on top of patients’ minds, especially in an industry where people tend to research their options thoroughly before committing to any procedures. Staying consistent with your marketing efforts ensures that when someone is ready for Botox or a laser treatment, they remember your name and not just the flashy new med spa that just opened down the street.

Startups: Go Big with 20-25% of Projected Revenue

For those of you launching a new practice or med spa, you’ll need to think bigger. In the startup phase, it’s crucial to go all in with your marketing budget—setting aside 20-25% of your projected annual revenue. Yes, it sounds like a lot, but you’re establishing your reputation, brand identity, and patient base from scratch.

This investment is necessary to make a splash in the market and quickly build awareness. Startups that fail to invest properly in their marketing are more likely to struggle to gain traction, especially in today’s competitive landscape. With people looking for results-driven, personalized experiences, it’s not enough to rely on word of mouth. Your digital presence, social media campaigns, and targeted advertising need to be top-notch right out of the gate.

Top 3 Ways to Market Your Practice

Now that you know how much to budget, let’s talk about where to allocate those dollars. Here are the top three most effective ways to market your practice.

1. Social Media Marketing

Without a doubt, social media should be your top priority when it comes to marketing. Platforms like Instagram, Facebook, and TikTok allow you to showcase your work visually, engage directly with potential clients, and build a loyal following. The benefits of social media marketing are clear:

Visual Appeal: Aesthetics is a visual industry, and platforms like Instagram let you showcase before-and-after photos, patient testimonials, and educational content. People love to see results!

Engagement: Social media allows real-time interaction with potential patients. Whether through comments, DMs, or stories, you can answer questions, build relationships, and turn followers into loyal clients.

Targeted Advertising: You can run highly targeted ads on social media, reaching potential patients based on location, demographics, interests, and behaviors—maximizing your ROI.

2. Search Engine Optimization (SEO)

When potential patients are searching for a med spa or cosmetic procedure in your area, you want your practice to appear at the top of Google’s search results. SEO is a long-term strategy, but the payoff is huge. Ranking higher on search engines means more website traffic, which can lead to more patient bookings. Invest in local SEO strategies to capture patients actively looking for your services nearby.

3. Paid Search and Google Ads

Google Ads are an excellent way to capture patient leads instantly. By investing in paid search, you can target keywords related to your services, ensuring your practice appears at the top of search results. For example, if someone searches for “lip fillers in Chicago,” your ad could be the first thing they see. This is especially useful for time-sensitive promotions or when launching new services.

Why Invest in Marketing?

In such a saturated industry, marketing is your direct line to new patients. Whether it’s through Google Ads, influencer collaborations, or a well-optimized Instagram page, marketing creates the touchpoints that guide potential clients through your doors. Here’s why investing is crucial:

Visibility: Even if you’re the most skilled practitioner in the area, if potential patients can’t find you, you don’t exist in their eyes.

Patient Education: With so much information (and misinformation) out there, your marketing efforts should be driving the narrative on the treatments and services you offer.

Building Trust: Effective marketing fosters relationships with your audience, helping them see you as a trusted expert.

Competitive Edge: When you invest in consistent, targeted marketing, you stay ahead of the competition, who might only be focusing on short-term wins.

Bottom Line

Marketing is not an expense—it’s an investment. For established practices, 5-6% of annual revenue will keep you competitive. For startups, 20-25% can set you up for long-term success. By budgeting strategically and focusing on social media, SEO, and paid search, you’re setting your practice up for sustainable growth and ensuring that you remain visible in an increasingly crowded industry.

Trust me, a well-thought-out marketing plan will help your practice thrive, even when a med spa seems to be opening on every corner.

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