New Medical Spa, a full service medspa located in Short Pump, Virginia, offers a diverse range of services, including body sculpting, injectables, and advanced skin tightening and rejuvenation treatments.
Background
Despite New Medical Spa’s comprehensive offerings, the clinic faced significant challenges in attracting leads and converting them into confirmed appointments, which in turn affected their revenue. In March 2020, New Medical Spa partnered with MedspaBloom with the aim of growing their business. Recently, their legacy injectable campaign had fatigued causing the Virginia medspa to struggle with low lead volume and inconsistent bookings.
Challenge
The primary challenge for New Medical Spa was the low booking rates, which were a direct result of the low volume of leads and the cost per lead increasing with time. This issue not only hindered revenue growth for the medspa but also limited the clinic’s ability to fully utilize their range of services and fill all of their provider’s schedules. The client needed a significant and effective strategy to attract more clients and increase the number of confirmed appointments.
Solution
The solution came from within the clinic itself. Jordan, a long-time laser technician, had recently passed her nursing exams and completed her injectable training. This new qualification sparked the idea to pivot from the old marketing campaign and create a new one highlighting Jordan as the new injector.
This new campaign aimed to leverage Jordan’s recent credentials and offer exclusive pricing to attract clients to fill her schedule. By showcasing the new injector’s new skills and exclusive pricing, the medspa aimed to draw in new clients and help her fill her schedule quickly.
Implementation
To implement this new strategy, the MedspaBloom team advised the medspa’s new injector to create multiple short, engaging 15-second videos that could be used in the ads. In the video, the new injector introduced herself and invited patients to book with her.
The message of the video was clear and direct, detailing the cost of services—$70 for a lip flip and $499 for lip filler—eliminating any guesswork for potential clients. The campaign emphasized that the exclusive pricing was available only for appointments with Jordan, creating a sense of urgency and exclusivity. This approach ensured that leads were well-informed before they booked any appointments.
To further enhance the campaign’s effectiveness, the video was strategically distributed by the MedspaBloom team across various digital platforms, including social media channels and the client’s website. The combination of clear messaging, strategic distribution, and exclusive offers created a compelling call to action for potential clients.
Results
The results of the new campaign were remarkable. During the old campaign, lead volume was inconsistent and generally on a downward trend. However, with the launch of the new campaign in the fourth week of June, leads surged to 31, five times the amount from the previous week. The first week of July saw an impressive 49 leads, a significant improvement compared to the six leads just two weeks back. Additionally, the number of confirmed appointments quadrupled from the previous low point, demonstrating the effectiveness of the new campaign.
The weekly lead breakdown illustrates the stark contrast between the old and new campaigns:
MAY: (Old campaign)
• Week 1: 6 leads ($50.56 CPL)
• Week 2: 21 leads ($16.68 CPL)
• Week 3: 13 leads ($26.71 CPL)
• Week 4: 10 leads ($35.17 CPL)
• Week 5: 7 leads ($50.07 CPL)
JUNE: (Old campaign)
• Week 1: 6 leads ($58.50 CPL)
• Week 2: 11 leads ($29.50 CPL)
• Week 3: 6 leads ($58.50 CPL)
• Week 4: 31 leads ($13.01 CPL)
JULY: (Launch new offer)
• Week 1: 49 leads ($6.60 CPL)
These figures clearly show the impact of the new campaign. The increase in leads and the reduction in cost per lead highlight the campaign’s success in attracting more clients efficiently.
Key Insights
The success story of New Medical Spa provides several key insights that can be valuable for other medspas looking to improve their booking rates and overall business growth:
1. Leveraging Internal Talent: Highlighting a newly qualified team member can create a fresh and attractive offer for clients. By showcasing Jordan’s new skills and qualifications, New Medical Spa was able to present a compelling new option to potential clients.
2. Clear and Direct Communication: Providing clear pricing and concise messages helps eliminate client hesitation. The campaign’s straightforward approach in detailing service costs removed any ambiguity, making it easier for clients to make informed decisions.
3. Exclusive Offers: Creating exclusive offers tied to specific team members can generate bond and increase bookings. The exclusive pricing for appointments with Jordan created a sense of urgency and encouraged clients to book quickly.
4. Effective Use of Video Marketing: Short, engaging videos can significantly enhance client engagement and lead generation. Jordan’s 15-second video effectively captured attention and communicated the key message, demonstrating the power of video marketing.
5. Strategic Pivot: Being willing to pivot from an underperforming strategy to a new and innovative one can lead to substantial improvements. New Medical Spa’s willingness to change their approach and try a new strategy was crucial to their success.
By focusing on these strategies, other medspas can replicate New Medical Spa’s success and see significant improvements in their booking rates and overall business performance with the help of MedspaBloom’s experts. The key is to remain adaptable, leverage internal strengths, and communicate clearly and effectively with potential clients.
If you are an owner of a medspa business and are ready to take the first step toward boosting your medspa’s success, book a free marketing consultation with MedspaBloom and discover the power of specialized strategies. Contact us now and let’s grow together!
Let’s make your medspa the next success story!
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