Med Spa Marketing Mistakes You Might Be Making (And How to Fix Them)

You’re posting regularly. You’re running the occasional promo. Maybe you’ve even spent on ads. But for some reason… bookings are inconsistent, engagement feels low, and growth isn’t where you thought it’d be.

If that sounds familiar, you’re not alone — and it’s probably not because your services aren’t good enough.

This guide breaks down the most common med spa marketing missteps — and more importantly, shows you how to fix them with clarity, confidence, and ease.

Why Fix or Avoid These Med Spa Marketing Mistakes?

These common mistakes don’t just slow you down — they quietly block growth, trust, and repeat business. Here’s why it matters to address them now.

1. You’re Losing Bookings Without Realizing It

Most people won’t explain why they didn’t book — they just move on.

If your messaging is unclear... if no one follows up... if your value isn’t obvious... you’re letting warm leads go cold without even knowing it.

Fix the gaps and you’ll convert more of the traffic and interest you’re already getting — without having to chase new leads every time.

2. Your Brand Looks Cheaper Than It Is

You might offer exceptional care — but if your branding feels scattered or your messaging leans too heavily on price, people won’t see the value.

Clients make decisions based on what they see and feel... not just what you say.

Position your brand with clarity and consistency, and clients will start trusting your pricing, your process, and your expertise.

3. You’re Slowing Down Your Own Growth

It’s not always about more posts, more promos, or more ad spend. If your foundation is shaky, your efforts won’t go far.

When your brand, systems, and messaging are aligned, everything works better. Your content performs stronger, your leads stay warmer, and your bookings feel more consistent.

Growth gets easier... because your marketing is finally working with you, not against you.

1. Not Defining a Clear USP (Unique Selling Proposition)

Saying “We offer Botox and facials” doesn’t give people a reason to choose you. It makes your med spa sound like every other one in the area.

When your value isn’t clearly defined, people compare you based on price — not expertise or results. That attracts bargain hunters, not loyal clients.

Without a USP, your marketing lacks direction. Your content doesn’t land. Your ads don’t convert. People pass you by — not because you’re not qualified, but because you haven’t made it clear what sets you apart.

How to Fix This Mistake:

1. Figure out what makes you different. Is it your RN-only injector policy? Is it post-care education? Luxury experience? Honest consultations? Own it.
2. Get clear on who you’re here for. Are you serving working moms, brides-to-be, men over 40, or acne-prone teens? Talk to them.
3. Write a clear USP. Try this format: “We help [type of client] get [result] through [your process or specialty] — without [thing they want to avoid].”
4. Put it everywhere. Your USP belongs in your Instagram bio, your homepage, your About section — basically anywhere someone new is checking you out.
5. Back it up with proof. Use before-and-after photos, testimonials, and certifications to reinforce what makes you different.

2. Over-Relying on Discounts to Drive Traffic

We get it — when bookings are low, offering a discount feels like a quick fix. And yeah, it can work... but here’s the problem: you’re training your audience to only come when there’s a sale.

“$50 off your first visit” might bring them in, but it won’t keep them around — especially when another med spa down the road offers $60 off. You’re not just lowering your price... you’re lowering your perceived value.

The truth is, most of your clients aren’t just looking for a deal — they’re looking for trust. They want to know that their face, skin, and body are in good hands. And that can’t be communicated with a promo code alone.

How to Fix This Mistake:

1. Lead with your value, not your price. Show people why you’re worth what you charge. Highlight safety, expertise, real results, and client care.
2. Bundle services instead of discounting them. A “Glow-Up Package” sounds a lot more appealing (and premium) than “10% off.”
3. Create a loyalty program. Reward repeat clients in a way that builds relationships, not just one-off visits.
4. Run promos sparingly — and strategically. Make them feel exclusive or seasonal. Don’t let them become the only way you get attention.
5. Use testimonials as your best selling point. Nothing sells your value like a glowing review from someone who says, “Totally worth it.”

3. Ignoring Local SEO

You’ve probably had someone tell you, “I didn’t even know you were here!” That’s a local SEO problem — not a location problem.

When people search “Botox near me” or “med spa [your city],” and you’re not showing up on Google Maps or in the top results, you’re handing business over to someone else. Even if your service is better. Even if your results are stronger.

Most med spas rely on Instagram or referrals — and those are great — but if you’re not showing up when people search for you on Google, you’re invisible to people ready to book now.

How to Fix This Mistake:

1. Claim and fully optimize your Google Business Profile. Add photos, hours, services, FAQs, and regular updates.
2. Use local keywords on your website. Say things like “med spa in [your city]” naturally throughout your site and service pages.
3. Get more Google reviews — consistently. These drive trust and boost your ranking. (SurgePoint can help you automate this.)
4. Check for NAP consistency. Make sure your Name, Address, and Phone Number are the same across all listings, directories, and social platforms.
5. Create location-relevant content. Write blog posts or social content about your neighborhood, community, or seasonal treatments based on your climate.

4. Not Following Up with Leads or Past Clients

You’re likely spending time and money to attract new leads… but if you’re not following up, you’re leaving money on the table.

People inquire, show interest, even book once — and then disappear. Not because they weren’t satisfied, but because you never checked in. In the day-to-day rush, it’s easy to forget these warm leads... but they’re the easiest people to convert.

Worse, your past clients — the ones who already trust you — drift off to the next flashy ad they see. Not because it’s better, but because you weren’t there to remind them why they came to you in the first place.

Following up isn’t just good customer service. It’s retention. It’s revenue. It’s one of the easiest ways to grow without constantly hunting for new clients.

How to Fix This Mistake:

1. Use a CRM or lead tracker to log every inquiry — DMs, calls, consults — and set reminders to follow up.
2. Automate follow-up emails or texts that check in a few days or weeks after their last visit.
3. Send “we miss you” notes to clients who haven’t booked in 60–90 days, with a gentle reminder or offer.
4. Personalize the outreach based on the treatment they had or were considering.
5. Assign someone to follow-ups — even if it’s 30 minutes a day. Make it part of your routine, not an afterthought.

5. Inconsistent Branding Across Platforms

When your Instagram looks one way, your website looks another, and your emails feel totally different… it creates doubt. Clients don’t know what to expect — and that uncertainty hurts trust.

In aesthetics, trust is everything. People want to feel confident that you’re detail-oriented, reliable, and professional. When your branding is all over the place, it subtly signals the opposite.

Consistency isn’t just about visuals. It’s about feeling. The tone of your posts, the quality of your photos, even how your team speaks online — all of it adds up to your brand. And when it's aligned, you’re more memorable, more credible, and more booked.

How to Fix This Mistake:

1. Choose 2–3 brand colors, fonts, and tones, and stick to them across every platform.
2. Audit your website, Instagram, emails, and print materials — are they speaking the same visual language?
3. Use branded templates in Canva or your design tools to stay consistent even when you’re busy.
4. Create a quick style guide you and your team can reference — nothing fancy, just clear.
5. Make sure your visuals reflect your service quality — if you’re luxury, your brand should feel luxury too.

6. Focusing Only on Women

If your entire brand is pink, floral, and only speaks to women... you're ignoring an entire market of people who also want to look and feel better.

More men are seeking out treatments like hair restoration, injectables, skin tightening, and body contouring — but if your marketing doesn’t speak to them, they’ll never consider booking with you. You’re not just missing out on revenue… you’re sending a message that they don’t belong.

Widening your reach doesn’t mean losing your core audience. It means expanding your invitation. You can still keep your brand feminine — just make sure you’re not unintentionally telling half your potential clients, “this isn’t for you.”

How to Fix This Mistake:

1. Add a few gender-neutral or masculine visuals to your website and Instagram.
2. Feature male-friendly services like PRP, body sculpting, or laser hair removal — and talk about them.
3. Use inclusive copy — avoid phrases like “ladies, treat yourself” unless it’s part of a gender-specific campaign.
4. Run a campaign just for men — educate and invite them in without making it feel awkward.
5. Train your staff on how to welcome and speak to male clients so they feel as comfortable as anyone else.

7. Not Using Client Testimonials Enough

You’ve got happy clients. Amazing results. Maybe even a few great reviews on Google. But if you’re not actively using those testimonials, you're missing one of your strongest tools for trust and conversion.

When people are on the fence — nervous about injectables, unsure about trying something new — hearing from someone just like them makes all the difference. It builds confidence. It answers unspoken questions. It sells without selling.

The problem isn’t getting people to believe you’re good. It’s getting them to hear it from someone they trust. That’s what testimonials do — and the more visible they are, the easier it is to turn curious followers into paying clients.

How to Fix This Mistake:

1. Ask for a review right after treatment — in person, via text, or through automation (SurgePoint can help).
2. Screenshot and share good reviews on Instagram Stories, Reels, and even your website.
3. Use before-and-after visuals paired with quotes for maximum impact.
4. Turn client stories into content — “here’s how this client felt after 3 sessions” can be powerful.
5. Keep them updated — don’t let your testimonials get stale. Rotate in fresh ones regularly.

Conclusion

We hope this guide helped you spot the blind spots that might be holding your med spa back. Whether you’re planning to update your branding, tighten your follow-ups, or finally start using your reviews more strategically — you’re already moving in the right direction.

If you’re looking for more ideas, you might want to check out our med spa marketing blog or explore how SurgePoint helps other med spa businesses drive better results with tools built for reputation, retention, and referrals.

Want to go deeper? Visit our main blog or learn more about products like Reviews, Referrals, Insights, and Repeat — designed to help you grow without burning out.

And if you’re working in another industry (say HVAC), feel free to explore our other content like our roundup of the best HVAC companies in Los Angeles or visit thesurgepoint.com to see what else we’re up to.

Questions? Ideas? Just want to say hi? Shoot us a message at info@thesurgepoint.com — we’d love to hear from you.

Good luck on whatever you're working on next — and keep building forward.