There are now more med spas than there are McDonalds in the U.S.

The market is saturated.

For many med spas, business feels unpredictable.

One week the appointment book is full, while the next week injectors are waiting for patients to arrive.

Expensive treatment devices sit unused, but payroll obligations remain unchanged. And every new month begins with the pressure of generating enough demand to cover overhead.

Running promotions tends to attract one-time visitors who disappear as soon as the discount ends.

On top of that many now find themselves spending hours every week creating videos, responding to DMs, monitoring advertising campaigns, and trying to stay ahead of ever-changing social media algorithms.

Today I’m going to show you how you can grow your med spa (despite rising competition) using AI search to generate high-ticket bookings each month.

Organic traffic from platforms like Google and AI has the highest conversion rates of any other marketing channel…

…And that gap is only going to grow as AI becomes more popular with patients.

Most med spas are going to double down on social media and running ads, but the med spas that will win over the next 5 years will be the ones that were smart enough figure out how to get AI to recommend them.

Subscribe now

The New Way to Grow Your Med Spa

I’ll organize today’s content like this:

• The old way of marketing your med spa (and why it no longer works)

• The new way (using AI search)

• 5 Trust Signals that Drive AI & Google to Recommend Your Med Spa

Let’s dive in.

The Old Way of Marketing a Med Spa

For years, the advice given to med spa owners has been remarkably consistent:

• Build an Instagram following.

• Post before-and-after photos.

• Record educational videos.

• Run Facebook ads.

• Offer seasonal promotions.

• Encourage referrals.

Repeat the process every month and hope (pray?) enough people book appointments to keep the schedule full.

The Problem With the Old Plan

Algorithms actively suppress content to sell more ads, and organic reach has dropped over 90% on most social platforms.

Meanwhile the cost of ads has skyrocketed in the last year, despite the fact that Facebook targeting doesn’t distinguish between tourists and locals.

With algorithms working against you, AI-generated content flooding feeds, and competitors multiplying overnight, it feels impossible to stand out, and charge premium prices.

(And, it kind of is…)

Skin Mix as an Example

Karen (the founder of Skin Mix) came to me on the verge of closing the doors to her med spa.

After 2 years of relying on Facebook ads and weekly Instagram content to generate new patients, she was burnt out and felt like giving up.

While her efforts produced some enquiries, they mostly attracted bargain hunters, price shoppers, and people who never progressed beyond the consultation stage.

Many had bad credit and no money for upsells.

She was investing significant time and money into marketing without creating the predictable flow of patients she needed to grow.

Rather than focusing on producing MORE content, we focused on increasing her med spa’s visibility where buying decisions were already taking place.

And over the following four months, she began booking one new Botox patient every week and added twenty-two recurring membership patients.

Subscribe now

There’s a Better Way to Grow Your Med Spa…

Right now, there are hundreds (if not thousands) of people in your city searching for treatments you offer.

And they’re using Google & AI to do it.

Just take a look a some of the local searches of CoolScultping and Botox in my city…

That’s around 1800 monthly searches for treatments you sell.

On top of that,

31% of consumers trust AI platforms to provide business recommendations, and use them to search for a local business on at least a monthly basis.

In other words this is what the patient journey, or how a patient might find you, looks like:

The Good News:

You don’t have to compete nationally. Just locally.

Google only displays 3 med spas for “near me” searches.

AI displays 4-5.

Here’s Why That’s Important

72% of consumers look at 3 or fewer businesses before deciding.

In other words, the med spas that show up in AI recommendations or Google are often the ONLY med spas that get considered…

Let that sink in.

Because if your med spa isn’t showing up there—your not even being considered.

So, the questions becomes…

Subscribe now

How Do We Get Google & AI to Recommend Your Medical Spa?

Remember that search traffic from Google and AI has one of the highest conversion rates of any marketing channel.

That’s because search traffic inherently has high trust built in to it.

(Think about search, like research.)

And recommending a med spa is ultimately a risk decision, people (& AI) want to know:

• Is this med spa REAL?

• Is this med spa SAFE?

• Is this med spa REPUTABLE?

Distrust is the new default. Patients have more content and options than ever before available today.

So the way to get recommended is to be trusted.

Therefore, our ultimate goal when it comes to marketing, is to build trust in order to get the Google & AI stamp of approval.

If we can do that, we can start generating high-value leads each month from organic local searches.

5 Trust Signals that Drive AI & Google to Recommend Your Med Spa

1. Relevance: “Are you the right business for this search?”

Google is the world’s largest directory.

So we need to start thinking of our Google Business Profile like a Passport.

Google maps, ChatGPT, Gemini, Claude, Perplexity…

…all need to understand exactly what you do and who you help.

So if someone searches for “Botox near me,” Google and AI needs confidence that you genuinely provide Botox in that area.

I know this probably sounds ridiculously obvious, but it’s important.

Can you imagine if you searched for Botox, and Google recommended 3 plumbers to you?

It would make Google and AI look bad. Not to mention, it would diminish people’s trust in the platform.

So, if you want to show up, you need to give AI confidence that you are RELEVANT to the search.

To do that you need to make sure your GBP (passport) is up to date. Like this:

• Accurate Name, Address, Phone (NAP)

• Right business category (medical spa)

• Accurate business hours

• NAP on website matches

• Detailed treatment pages on website

• In good standing—no warnings

And just to hammer this point home, only around 35% of small businesses have a GBP. Meaning this step alone could get you recommended by AI if you’re competitors haven’t done this.

2. Credibility: “Are you a REAL, established medical spa?”

One of the biggest mistakes I see, is being a “face-less med spa.”

AI likes to recommend entities (brands and people).

…NOT shady businesses operating in some dark corner of the internet.

In a nutshell, most med spas fail here for one of two reasons…

1. They don’t have a regular habit of sharing everyday moments online. The simple, everyday stuff. Selfies, before and afters, team photos, about page. They’re good providers, just not so good at the marketing side of things.

2. They’re just in it for the money. They may lack a medical director, or a team with strong expertise, and so avoid sharing who they are in their marketing. These med spas go through the motions, but patient care isn’t at the top of their list.

It’s that second group that both patients and AI want to avoid like the plague.

The way out of that problem is to be as authentic and transparent as possible.

One of the most important things you can do to demonstrate trust with AI is to share who the team is.

You can do this is three ways.

1. Social media

2. Google Business Profile

3. Website (about page)

   Subscribe now

What to Do (Signals That Reduce Sketchiness)

On your social media and GBP, you want to avoid using AI-generated or stock images.

Like this:

Instead, opt for unique photos of :

• You

• Team

• Patients

• Before & Afters

• Interior & exterior

Like this:

On your website about page, make sure you have…

• Provider bios, including:

  • Medical director

  • Years of experience

  • Certifications

  • media/press/awards

Like this:

3. Reputation: “Do real patients trust you?“

AI & Google heavily favor med spas with lots of reviews, and consistent ratings. This demonstrates there is a REAL business and evidence of repeatable results.

Here Are 4 Pillars of a Good Review Profile:

• Review Quantity (min threshold 150-300)(depends on local market)

• Review Quality (mentions a service and outcome)

• Review Velocity (recent activity matters)

• Review Consistency (across platforms like FB, Yelp, BBB, etc..)

From my experience working with med spas, the ones that are the most successful at getting reviews consistently follow these two best practices…

They automate it (have your CRM/EMR ask them for a review after a visit).

They have a scannable QR code at reception (+ offer a free sheet mask in exchange for a review).

Subscribe now

4. Authority: “Do other trusted sources recognize you?”

Google and AI doesn't want to rely only on what you say about yourself. Authority comes from independent mentions of your med spa.

Examples of independent mentions could be:

• The Big 5 (Yelp, FB page, LinkedIn Page, Apple Maps, Bing Places)

• Directory listings (local & aesthetics industry specific)

• Podcasts

• Interviews (Youtube)

• Articles in aesthetics industry magazines/ blogs (the author bio matters)

• Local news/media coverage

• Local sponsorships

• Speak at an event

AI measures authority using links from these places back to your site.

It rewards brands that appear credible, consistent, and connected across the internet.

Unlike a social media post, the authority these mentions bring you last for a long time…

I’m personally predicting that the med spas that start building authority now, will lock in years of AI recommendations in the long term.

5. Expertise : “Can you actually deliver great outcomes?”

Specifically, on your med spa website this means having:

• Detailed Treatment pages

• Results page

These make you unique and demonstrate that you know what you’re doing with patients and AI.

Treatment Pages Make You Unique

The best way to differentiate your med spa is to go into as much detail as possible about the treatment.

This answers any questions patients might have, get’s you cited by AI, and shows how you’re different.

Here’s an outline of how you can structure your treatment pages on your site:

• Who it’s for/problem (mention your city/climate)

• Outcome/ benefits

• How its different / The Method/ Specifics (AI rewards clarity)

• How long is the treatment

• Who is it performed by

• Step by step process

• Price

• Awards/media

• reviews/testimonials/before & afters

• FAQs

  Subscribe now

CHIC Medispa as an Example…

Nael had just brought on a new medical director and wanted to keep his schedule full. Specifically he wanted more lip filler bookings.

The problem was that CHIC was only getting laser hair removal bookings.

They were invisible for everything else.

We built up the trust signals I just shared, and within 90 days, CHIC was being recommended by Gemini for Lip fillers in the local market.

They also started to rank in Google searches in a 4 mile radius around the med spa…

Subscribe now

The Bottom Line

Getting recommended by Google & AI brings in a predictable flow of new patients every month.

Winning at local search is about getting recommended by AI and Google. Which comes down to building trust signals.

With AI, and by extension, your prospective patients.

Build these 5 trust signals to get your med spa recommended by Google & AI:

1. Relevance

2. Credibility

3. Reputation

4. Authority

5. Expertise

If AI has to guess who you are, what you do, how you do it, or where you’re located, it won’t recommend you.

As the old marketing saying goes, if you confuse, you lose.

Put simply, the med spas that win over the next 5 years, will be the most trustworthy.

That’s all for today.

Take care,

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your FREE Local Search Report Now

On February 27, 2026, U.S. Health Secretary Robert F. Kennedy Jr. sat down with Joe Rogan and said something that should matter to every med spa clinic in the country.

He announced plans to move approximately 14 injectable peptides—including BPC-157, Sermorelin, CJC-1295, and Thymosin Alpha-1—off the FDA’s banned list.

What this means in plain English:

Licensed pharmacies will soon be able to legally produce these peptides again for patients with a valid prescription.

This isn’t a slow-moving trend. It’s a regulatory event with a hard timeline.

And it’s landing in the middle of the fastest-growing segment in healthcare.

Fortune insights projects the global market for GLP-1s alone will hit 254 billion by 2034.

Peptides are the next chapter in that same story—cash-pay, longevity-focused medicine that patients are actively seeking out and willing to pay for out of pocket.

Subscribe now

What Happens Next

Since the FDA restricted these peptides in late 2023, patients didn’t stop wanting them. They just started buying them from gray markets…

…unregulated online sellers, foreign supply chains, and research peptide loopholes that technically prohibit human use.

The quality is unknown. The dosing is inconsistent. The patients taking them know it.

When legal access returns through licensed clinics, a large portion of that demand shifts back to where it should have been all along: a local, qualified provider with a prescription and a proper supply chain.

On top of that, RFK Jr. made this announcement to one of the largest audiences in the world.

Millions of people who’d never heard of BPC-157 now have. A new wave of peptide-curious patients is waking up and asking questions.

Here’s what they’re going to do next.

They’re going to open Google and search for a clinic near them.

Who’s Actually Coming Through Your Door

Joe Rogan’s audience is not your typical aesthetics patient.

It skews heavily male—men in their 30s, 40s, and 50s who think about their health through the lens of optimization.

Think more in terms of biohacking, and less beauty.

They track their labs. They listen to Peter Attia. They already know what peptides are. They’re not looking for a facial. They’re looking for an edge.

This is the patient the peptide wave is sending to med spas, and most practices aren’t ready for them.

That’s the opportunity.

Subscribe now

Why This Patient Is Already a Fit for Your Services

Here’s what makes this demographic a natural fit for med spas specifically.

The male optimization patient isn’t coming in for a dramatic overhaul. He’s not looking for surgery. He wants to optimize what he already has, and compound those results over time.

That’s a patient your existing service menu was built for.

Body Sculpting

The peptides generating the most interest, CJC-1295, Sermorelin, Ipamorelin, are used primarily for fat loss, muscle composition, and recovery.

The goal is straightforward: lose fat, build muscle, get closer to that six pack.

Peptides work from the inside out.

Body sculpting treatments work from the outside in. Together, they’re a more complete protocol than either delivers alone—and that’s a conversation a male optimization patient is primed to have.

Hair Restoration and PRP

Body composition isn’t the only thing on his mind.

Hair loss is one of the most common concerns among men in their 30s, 40s, and 50s.

These patients aren’t waiting until they’re visibly thinning to take action. They’re looking to get ahead of it.

Peptides support hair health from the inside. PRP supports it from the outside. If your practice already offers PRP treatments, you have a natural conversation starter with a patient who walked in for peptides and is now asking about everything else you do.

Both services—body sculpting and hair restoration—become natural upsells in a personalized monthly protocol. Which is where the real revenue model starts to take shape.

What Patients Are Already Searching For

Here’s something most clinic owners get wrong when they think about SEO (search engine optimization).

They assume patients are searching by compound name, typing “BPC-157” or “CJC-1295” into Google.

Some are. And as public awareness increases, more will…

But for now, the majority of patients searching aren’t thinking in terms of specific peptides.

They’re thinking in terms of outcomes.

Mainly, they want to lose weight. Recover faster. Get ahead of hair loss. Feel like themselves again.

Based on the keyword research I’ve done in several markets, this is what they type into Google:

• “peptide therapy [city]/ near me”

• “medical weight loss [city]/ near me”

• “peptide therapy for weight loss [city]/ near me”

• “GLP-1 [city]/ near me”

• “peptide injections [city]/ near me”

This is where you start.

With a dedicated service page on your website, optimized around these exact search terms, that makes it crystal clear what you offer, who it’s for, and how to book.

The population is already getting educated—by Joe Rogan, Andrew Huberman, and every biohacking podcast that’s covered this story.

You don’t need to do that work.

What you need is to be the obvious local answer when a patient who’s already sold on peptide therapy opens Google and types “near me.”

Now, some of those patients will have questions before they book.

That’s fine. The easiest way to handle it isn’t a separate content strategy—it’s a FAQ section at the bottom of your service page.

Answer the questions they’re already asking:

• What are peptides and how do they work?

• Is peptide therapy safe?

• How is this different from buying peptides online?

• Do I need a prescription?

One well-built service page does both jobs.

It captures the patient who’s ready to book today. And it earns the trust of the patient who needs a few more answers before they pick up the phone.

FAQs also help your clinic rank in local search.

Subscribe now

Why Google Is the Right Channel for This

When a patient types “peptide therapy near me” into Google, something important happens.

They’re ready to call and book. Today.

They already know WHAT they want. They just need to decide WHERE to buy it from.

That’s the highest-intent patient you can attract—and they’re specifically looking for someone local.

Unlike Instagram or Facebook, where you’re interrupting someone mid-scroll competing for attention against cat videos and holiday photos, these patients are actively looking for you.

The Psychology of Being First

Google only displays 3 clinics for local searches. This is called the Map Pack.

According to SEMRUSH, businesses in the Map Pack get 126% more traffic and 93% more calls—and it’s not just Google’s algorithm. It’s human psychology.

It’s a cognitive bias called anchoring.

When the brain encounters a list of options, it doesn’t evaluate each one independently. It anchors to the first option and uses it as the benchmark for everything that follows.

Grocery stores exploit this constantly. Products placed at the end of an aisle—in that prime first-glance position—outsell the same products shelved further in. Not because they’re better. Because they were seen first, and the brain treated position as a signal of value.

The Google Map Pack works the same way. Three results. Three clinics that get anchored as the obvious choice before the patient has read a single word about them.

Subscribe now

4 Things You Can Do to Get Started Right Now

Here’s where to start if you want peptide patients finding you before they find your competitors:

1. Get your medical structure in order.

Peptides require a physician’s prescription. If you’re an MD, you’re ready to go. If you’re not—if you’re an NP, RN, or aesthetician-owned practice—make sure you have a medical director in place before the window fully opens. The marketing opportunity is real, but you need the clinical foundation to back it up.

2. Update your Google Business Profile.

Add ‘peptide therapy’ as a service. Use the terms patients are actually searching: “peptide therapy,” “peptide injections,” “peptides for weight loss“... and not just treatment names your patients have never heard of. Google needs to speak the same language your patients are typing.

3. Build a dedicated service page on your website.

Add a service page to your website optimized around the specific search terms patients are already using. (Eg: Peptide Therapy, Medical Weight Loss). The details live on this page. Explain the treatments, the different peptides, and answer common questions, giving patients the confidence to call.

4. Ask patients to mention peptide therapy in their reviews.

Reviews that contain specific treatment names are a local search signal most clinic owners never think to ask for. It matters more than most people realize.

Getting Them In The Door Is Just The Beginning

Acquiring a peptide patient through Google is really only the first step.

The practices that will build real, lasting revenue from this wave aren’t thinking about one-off injections.

The real money is in a monthly membership.

Instead of marking up the cost of the injection and calling it a day—which doesn’t add much value to the patient anyways—wrap the service into a cash-pay monthly subscription.

Typically priced between $299 and $499 per month.

What that includes: the medical consultation, prescription management, pharmacy routing, and the real value drivers:

• nutritional coaching

• progress tracking

• results management over time

For the male optimization patient, this isn’t a hard sell.

These are men who already pay for Whoop, an Oura ring, Eight Sleep, and an Apple Watch.

And remember that you can create even more personalized plans that include body sculpting and PRP for their weight loss and hair loss goals.

A monthly protocol managed by a qualified local provider—with someone accountable for their results, is exactly the kind of system they’re looking for.

And for your practice, it’s predictable recurring revenue that compounds as your patient base grows.

Getting them in the door is the acquisition problem. Google solves that.

Keeping them, and building a business around them, is the retention problem. The membership solves that.

Subscribe now

You’re Still Very Early

The incoming peptide wave is a potential gold rush that is just getting started, and the male aesthetics patient is largely untapped in most med spa markets.

The biggest opportunity belongs to established med spa clinics that can extend their services and build peptide protocols into their membership packages.

You don’t have to create the demand. It already exists.

The question is whether your clinic is the one patients find when they start looking—and whether you have a system in place to keep them once they do.

That’s all for today.

Take care.

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your FREE Local Search Report Now

It’s not:

• Picking the wrong location with too little foot traffic.

• Putting off installing cameras to prevent staff from stealing supplies.

• Choosing the wrong EMR.

(Although those can all sting.)

No, the silent killer…

…The mistake that is probably costing you leads and bookings is that you have what I call a face-less med spa.

Subscribe now

People (and AI) Recommend Brands and People…

…NOT shady businesses operating in some dark corner of the internet.

Today I’m going to break down what a face-less med spa is exactly.

Why it hurts your visibility and is probably persuading you patients to book with the competitor down the street.

Even if you’re running paid ads.

I’ll also share what to do instead, so you can start becoming the go-to med spa that people in your city trust and recommend.

Most med spas fail here for one of two reasons…

1. They don’t have a regular habit of sharing everyday moments on social media. Just simple, everyday stuff. Selfies, before and afters, team photos, about page. They’re good providers, just not so good at the marketing side of things.

2. They’re just in it for the money. They may lack a medical director, or a team with strong expertise, and so avoid sharing who they are in their marketing. These med spas go through the motions, but patient care isn’t at the top of their list.

(I personally won’t work with a med spa if I suspect they belong in group #2.)

With that said,

Let’s dive in.

Subscribe now

At least 31 % of Patients Find You Through (Google) Search

Whether they use Google or an AI search platform, that’s how a large chunk of your patients discover your med spa.

Once they do, they will do 1 of three things:

1. Click through to your site and book (20%)

2. Check out your Google Business Profile (pictures and reviews) (40%)

3. Creep your Instagram account (40%)

These Patients Have the Highest Conversion Rate

Remember, these patients are actively r(e)searching for treatments you offer.

They have intent to buy, are local, and have money.

So compared to social media leads, the conversion rate from search traffic is much higher because this is your target audience.

For about 20% of the patients, just the fact that you showed up at the top of search is enough. But for the rest, the ones who decided to check out your Google profile and Instagram…

They’re trying to get a better understanding of who’s behind your med spa.

• What does it look like inside?

• Do you have happy patient testimonials?

• Have you performed this treatment before?

• Who’s performing the treatments?

So even if you have good SEO and you show up at the top of Google and AI search…

…If your med spa is the face-less kind, you’ll get eyeballs on your clinic—but they won’t convert, and you won’t get bookings.

“What About Facebook Ads?”

Today, we live in the era of the ecosystem.

People are going to research you. Even if they discover you with a Facebook (or Instagram) Ad.

Afterwards, they’ll still Google you and check out:

• Your Google reviews.

• Your photos.

They might also ask ChatGPT if you’re trustworthy.

Making the patient journey look more like this…

Those things will either assist you with the sale…

Or undermine you.

Because patients are trying to answer one question:

“Can I trust this med spa?”

What a Face-Less Med Spa Looks Like

Whether your marketing strategy is running SEO or paid ads, this matters.

But what does a face-less med spa look like?

Let’s check out some examples.

❌ Faceless Med Spa

Notice how all the images feel either stock or AI generated.

There’s no people behind this med spa.

Now contrast that with this…

✅ Real Med Spa

Notice the difference?

Each piece of content shows the patient what it looks like inside the med spa.

What it would be like to get a treatment done.

It lets them get to know the team.

The doctors, nurses, aestheticians, receptionists…

More importantly, it reassures them that there are REAL people behind the business, and not just a sketchy med spa that doesn’t care about its patients.

It feels authentic.

And in a world where distrust is the new default, this is a powerful conversion metric.

Subscribe now

Beyond Conversions

Being authentic and sharing who the team is, can also positively impact your visibility.

Increasing the number of patients who find you when searching for treatments near you.

That’s because Google rewards brands with personalities. Let’s check out an example.

These are the results when I type ‘Lip injections Montreal’ into Google…

It’s one of the keywords patients type into Google when they research lip fillers. There are roughly 400 people that search it each month…

Notice how Injections by Lydia ranks in the top 3 for this high-value keyword her patients serach.

How is she able to rank at the top?

It’s not her review count—she only has 62 compared to 199 and 951…

It’s not her website…

(Which is basically non existent. It’s just a contact form.)

It’s because Google rewards accountability. She is the brand.

From her business name.

To the photos that she uses…

To her reviews…

Her Google Business Profile is loaded with (62) high value reviews that:

• Mention her by name

• Name the service they got (lip fillers)

• Have photos

• Have been responded to by Lydia

This business feels real.

And simply because of that, she ranks for a competitive keyword, and generates lip filler leads on a predictable monthly basis.

The fact that none of her other marketing is optimized (she doesn’t even have a real website!!) speaks to how powerful this concept is.

Subscribe now

What You Should Do to Improve Visibility and Conversions

I like demonstrating outliers like Injections by Lydia, not because I think you should erase your website, and do exactly as she does.

No.

With a couple of tweaks, I could easily get a med spa to bump Lydia and then she would have no leads.

She’s vulnerable as it stands.

But I like her profile because she gives us insight into which signals Google and AI are rewarding.

And in this case, we’re seeing the value of sharing who the people are behind the business.

Being real. Authentic. In her case, its having a personal brand.

So, here’s what you should do to demonstrate you’re a REAL, trustworthy med spa:

#1 Upload Real Photos to Your Google Business Profile

You don’t need anything fancy. Just use your iPhone…

These photos will help you rank in Google. Upload pics of your team, the interior, and before & afters.

#2 Pin an ‘Intro to the Team’ Post on Instagram

This is more of a conversion factor, but why not introduce the team, right at the top of your IG feed?

Share expertise, awards, and some personality.

Update it every 6 months or when the team changes.

#3 Add Real Pictures to Your Website

Instead of using stock images of people getting poked with needles like every other med spa, upload images from YOUR med spa.

Maybe even add a video of the interior to the homepage?

This will help with conversions, but it will also help with getting recommended by Google and AI.

#4 Add an About Page to Your Website

Google and AI like to recommend entities, brands, and people with experience.

A brand has people behind it.

Sharing who the team is, (the medical director, the nurse injectors, aestheticians, and laser techs) demonstrates accountability and uniqueness.

It’s a trust signal AND a conversion signal.

It shows that there are actual people behind the med spa who will take responsibility for the treatments done.

Sharing:

• Who the team is

• What certifications they have

• How long they’ve been working there

• Awards/media/press they’ve received

Are all signals that demonstrate accountability and trust with AI and patients.

Here’s one way to build your about page:

For more guidance on med spa website design, click here.

#5 Get Better Reviews

Reviews are the #1 conversion factor. Patients WILL read them before booking.

But they can also help you rank on Google, as we saw with Injections by Lydia.

Meaning it’s not just about quantity, but quality of reviews…

So instead of just saying ‘leave us a review on Google’…

Ask patients to mention:

• The treatment they received

• The team member who performed it

• Upload a selfie if they feel comfortable

And then, for the love of god, RESPOND to that review.

Subscribe now

#6 Social Media = Social Proof

I see so many med spa owners feeling burnt out and fed up with social media.

They get likes, followers, but no leads.

They do manual outreach, but the convos goes nowhere.

Or they simply attract price shoppers…

But I would argue, that’s because they’re using it the wrong way.

Remember, social media is the LAST place people check before booking.

Not the first.

Think of social media like social proof.

Let Google, AI and your website do the heavy lifting of bringing you visibility.

Keep social media simple.

Your main goal is to demonstrate who you are and be authentic. It just pushes prospects over the line to book. That’s all.

The Bottom Line

Build a brand with personality and expertise behind it.

This boosts your med spa’s visibility, improves conversions, and makes people recommend you to their friends.

It also builds loyalty to your med spa, rather than individual injectors/staff.

You do this with:

• The photos you upload to Google

• The reviews you get and respond to

• Your about page

• Your social media content

Even if you’re running Facebook ads, patients will still research you afterwards.

Said plainly, I believe the med spas that win over the next 5 years, will be the most trustworthy ones.

That’s all for today,

Take care.

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your FREE Local Search Report Now

• Rank on Google.

• Run some ads.

• Hope people click your website.

• Wait for the bookings to roll in.

And while that strategy still works, you might have noticed that there are fewer qualified patient inquiries.

It’s costing you more just to get the same number of patients as you once did.

The real issue isn't whether Google is dying—it's whether your med spa is visible where patients are searching.

Today, more and more people are asking AI for recommendations instead of only relying on Google.

So in addition to searching “Botox near me,” they’re also asking AI:

“What’s the best med spa for Botox in Scottsdale?”

And if you're only optimizing for Google, you're already missing patients who are using ChatGPT, Gemini, Perplexity, and Google's own AI Overviews.

Your competitors that are showing up in AI recommendations are the ones getting the bookings.

Not just because they’re more visible, but because they’re more trust worthy.

Today I’m going to share how Google and AI search has changed the patient journey, and how to generate leads for your med spa in this new reality.

Let’s get started.

Subscribe now

The Med Spa Marketing Funnel

When you use Google to generate leads for your med spa, it mostly comes down to hierarchy. Let me explain.

First are the Google ads…

Roughly 10% of people will click these.

Then, comes the Local Pack, which displays 3 med spas.

Roughly 60% of people click here—which is why the majority of the bookings go to these businesses.

Lastly, you have the old school blue links…

I’m not sure what the exact percentage is of people that click here are, but it’s lower than the previous two.

By the time people have scrolled past the ads, and the local pack, you might catch some stragglers.

And that used be what SEO (Search Engine Optimization) was all about.

Getting your med spa to rank in the Local Pack, and running Google ads to boost results.

But today, optimizing for AI, needs to be part of your SEO strategy.

It’s that combination, that makes it the most effective long term strategy to grow your med spa.

Subscribe now

Right Now, Hundreds of People in Your City Searching for Treatments You Offer.

These people have 3 characteristics that make them your ideal target audience.

They are:

1. Local

2. Have money to spend

3. Intention to book now

Here’s a glimpse of what the local searches in my city looked like last month…

There are 1,300 people looking for BOTOX (each month) in Montreal, and using Google to search for a provider.

And that’s not all.

According to the ASPS, demand for the types of treatments offered at med spas like injectables, lasers, radio frequency (things that don’t involve a scalpel) was up 79% over the last five years.

Subscribe now

31% of Patients Trust AI to Provide Business Recommendations, and Use It on a Monthly Basis.

Which means showing up in AI results isn't optional anymore—it's a second front door into your practice. Here's what that looks like in practice:

Today, we live in the era of the ecosystem.

People are going to research you.

After they discover your med spa on Google. They will:

• Ask ChatGPT who they recommend.

• Read your Google reviews.

• Check your before-and-after photos.

Those things will either assist you with the sale…

Or it undermines you.

Patients are trying to answer one question:

“Can I trust this med spa?”

AI is trying to answer the exact same question.

When someone asks ChatGPT,

“What’s the best med spa for Botox near me?”

AI isn’t picking a business at random.

It’s looking for signals that your practice is credible.

• Your reviews.

• Your Google Business Profile.

• Your website.

• Your expertise.

• Your content.

Whether other trusted websites mention your practice.

Whether your business information is consistent across the web.

Subscribe now

Why I Don’t Think of SEO as “Ranking on Google” Anymore.

I think of it as building a digital reputation.

Every piece of content you publish...

Every review you receive...

Every FAQ you answer...

Every YouTube video...

Every mention of your practice...

Every before-and-after gallery...

They’re all trust signals.

And trust is what both patients and AI are looking for.

The old way of thinking:

“How do I rank #1 on Google?”

The new way of thinking:

“How do I become the most trusted med spa in my market?”

Because when you get recommended by AI, it’s almost like getting a vetted stamp of approval.

It means the patient has to do less research when choosing a med spa.

And at the end of the day, they just want confidence that they’re choosing the right provider.

Subscribe now

The Bottom Line

Google isn’t dead.

All of the AI search platforms use it to make their recommendations.

It’s just no longer the only place patients make decisions.

Search has become research.

And AI is becoming a trusted part of that research.

The med spas that win in the next 5 years won’t be the ones with the biggest ad budgets.

They’ll be the ones that become the easiest to trust.

Because once patients (and AI) trust you...

Getting more qualified patient inquiries becomes the natural result.

That’s all for today.

Take care,

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

“Our injectors decided to leave. One of the biggest mistakes we made was becoming too dependent on them for our revenue without having a solid back up plan. If we close, we’re still responsible for the monthly payments.”

Today I’m going to show you how I got a AI to recommend one of our med spa’s for lip filler.

This will help you become less dependent on your injectors, and bring in a steady flow of leads from AI search on a monthly basis.

Even during “slow seasons”… because there are always people looking for your treatments.

Most med spa’s fail because they focus too much on creating content for Instagram and Facebook instead of establishing their business as a local authority. So AI and search engines don’t know they exists… and by extension, neither do their patients.

Let’s dive in.

Subscribe now

40% of Patients Trust AI to Provide Business Recommendations and Use it on a Monthly Basis

Before we get into the HOW I got AI to recommend my med spa, let’s go over the WHY…

Patients discover your med spa this way:

• Find you through AI/Google Search

• Check out your Google Business Profile (for reviews and photos)

• Creep your Instagram/Facebook for a vibe check

• Book/Call to schedule and appointment

These patients have 3 qualities that make them your ideal target audience.

Specifically, they are:

1. Local

2. Have money to spend

3. Intention to book now

If you’re not showing up as the top 3-5 local med spas, you’re invisible. (And possibly dependant on your injectors.)

Especially when you consider that:

• 72% of patients only consider 3 med spas before they make a decision.

  Subscribe now

How I Got CHIC Med Spa to the Top of AI Recommendations in Their Local Market

Now that we’ve covered the importance of showing up in AI search results, let’s break down how I actually got AI to recommend my client for lip fillers in the Montreal market.

Ironically, 2 months ago, CHIC med spa found me through ChatGPT…

These are the exact steps we took to help them get recommended by AI for their lip filler service.

Subscribe now

1. Optimize the Google Business Profile (GBP)

Think of your GBP as a passport.

All AI search engines use it as a way of deciding whether your business is RELEVANT to a search.

So if someone asks ChatGPT:

“What’s the best place to get lip fillers in Austin?”

It will display 3-5 med spas, and not 3-5 plumbers.

That sounds obvious enough…

But did you know that only 35% of small businesses have a GBP?

If your GBP has inaccurate information, is incomplete, and not optimized for the treatments your patients search for…

It means AI has to guess about:

• Who you are

• What you do

• Where you’re located

And if AI isn’t confident about whether you’re relevant to a search—it will never recommend you.

2. Get Listed on Local Directories

Google and AI don’t want to rely only on what you say about yourself. Building authority comes from independent mentions of your med spa.

There are several ways you can go about it.

But one of the easiest is simply to get listed on local and aesthetic directories.

Start with The Big 6:

• Yelp

• Facebook business page

• LinkedIn company page

• Apple Maps

• Bing Places

• Better Business Bureau (BBB)

From there start looking for aesthetic directories like:

• Real self

• Rate MDs

• Medical Spa Locator

• etc…

Once you’ve done that, start looking at some of the local directories in YOUR CITY.

It requires a little bit of research upfront, but this can be very effective way of establishing LOCAL authority and giving AI search engines confidence in your med spa.

Subscribe now

3. Go Into More Detail on Your Treatment Pages

One of the first things we did for CHIC was go into more detail on the lip filler treatment page.

We went into detail about:

• Who it’s for/problem it solves

• Outcome/ benefits

• How long the treatment is

• Who it’s performed by

• Step by step process

• Price

• Awards/media

• Reviews/testimonials/before & afters

• FAQs at the end

We found that one of the most asked questions was about price.

So we included a specific breakdown of how price was calculated, including products used, and who performed the treatments.

Almost instantly we saw improvements in traditional search results, as well as AI search results.

AI rewards clarity.

And by providing details that actually matter to patients (instead of filling the page with AI jargon), your med spa is more likely to get recommended by AI platforms.

Subscribe now

(Bonus): Always Be Asking For Reviews

None of this stuff will work unless you have a decent and steady supply of reviews.

How many you need will depend on your local market, but reviews are a powerful trust signal for AI.

And while we can help you set up a review generation system, we can’t get you actual reviews.

CHIC was already really good at this. Which is one of the reasons this strategy worked out.

So I’ll share what I’ve noticed about the med spas that get the most reviews, because if you’re going to be competitive you need to lock this down.

They automate the process.

They aren’t leaving reviews up to chance, or putting all that pressure on the receptionist.

They build a flow into their CRM (or EMR if you prefer that acronym) that asks for patients to leave a review after their visit.

Besides helping your med spa attract more visibility by showing up in AI search, reviews are the #1 conversion factor for patients.

97% of patients will read them before booking.

When they’re deciding which med spa (out of the ones AI recommended) to go with.

It’s ultimately your reviews that will win you a patient’s business.

Subscribe now

The Bottom Line

Getting your med spa recommended by AI and building a steady pipeline of patients that find you each month and book, comes down to being a trust-worthy med spa…

• Having accurate and up-to-date information

• Having other websites talk about you and link back to you

• Providing relevant, specific answers to patients questions about your services

• And having a healthy review profile

If you do those things consistently, AI will be able to confidently recommend your med spa.

Regardless of whether its a slow season. Or if you’re injectors leave.

You’re in control of your leads and revenue, so you can finally stop worrying where your next patient will come from.

That’s all for today.

Take care,

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

If you run a med spa, you’ve probably heard the marketing advice that you need a Solution Statement (like the one above), plastered all over your Instagram, Facebook, and website.

The logic being that it’ll attract the right kind of patient to your clinic.

Today I’m going to show you why you don’t need to break your head trying to come up with one… (in fact, you’re probably better off without it).

Instead, I’ll show you how to use messaging that generates traffic to your site and new patient bookings, rather than trying to be cute and clever.

Because to be frank, if patients never find you online, it doesn’t matter what you’re messaging says. They’ll still be booking with your competitors.

Most med spa owners spend way too much time here, thinking it will solve their slow season, or empty treatment rooms. When in reality their time and money is probably better spent on something that actually generates an ROI.

Let’s dive in.

Subscribe now

The Biggest Advantage a Local Business Has

I was speaking with Karen, she owned a med spa in Denver. She was posting content to Instagram and running Facebook ads.

But for all her efforts she had only managed to attract broke bargain hunters.

Many were looking for the cheapest deal, with no intention of returning or referring friends. They simply didn’t have enough money for upsells.

Not to mention, a concerning number of them had bad credit, and didn’t have a credit card to put on file for a deposit.

Karen told me who she wanted to attract:

“We help working moms who never put themself first, that have a lot of disposable income, take care of their skin and age gracefully.”

That wasn’t something she had pulled out of thin air.

I could tell she had thought about that for some time.

And beautiful as it may be, it wasn’t going to get eyeballs on her med spa.

So I told her this:

Right Now, There Are Hundreds of People in Your City Searching for Treatments You Offer

In her case, there were 8,950 people searching for treatments she provided. Each month…

She needed to get her med spa in front of THESE people—because these were the buyers…

..Not price shoppers.

Subscribe now

Your Target Audience, Are the People in Your City

They need to be within driving distance.

Which is a massive advantage for you.

Because it means that a simple sentence like this on your website and Instagram:

‘Botox Denver’

Can attract the right kind of (local) patients, who are actively looking for treatments you provide.

And that, is a winnable battle.

Think about it.

There is inherently less competition in your city than the entire internet all battling for attention.

And if you do win it, you’ll have an almost automatic flow of new patients coming in each month.

Your Target Audience is Using Google & AI to Research You

This means that rather than spending time crafting a beautiful statement like this:

“We help working moms who never put themself first, blah, blah, blah…”

Which may or may not bring new leads to your med spa from social media.

A handful of simple sentences like this:

• Med spa [city]

• Botox [city]

• CoolSclupting [city]

• Lip fillers [city]

Will put your med spa in front of buyers…

The people who are typing those sentences into Google and AI, have pre-qualified themselves.

They are local, have money to spend, and intention to buy what you sell.

And as a local business, those are the most important characteristics of your target audience that matter.

Simple as that.

No need to over think.

Subscribe now

“But What About Differentiating My Med Spa?”

Here’s the thing.

Google and AI only display 3-5 med spa at the top of those search results.

And thanks to a cognitive bias called the Anchoring effect, it means that if you show up in those top results, patients will assign more value to you simply because you came first…

Thus, differentiating your med spa.

You differentiate by coming first.

Plus, when you show up at the top of Google and AI recommendations, there is inherently more trust built in.

Studies show that roughly 60% of local search traffic and clicks go directly to these top positions.

Understanding How to Use Social Media

Most med spa owners have this backwards.

They start with creating content, and coming up with clever statements that differentiate them from their competitors in hopes of attracting the right patients to their practice.

But most people will find you on Google and AI search first…

In a recent survey by Brightlocal, they found that 31% of consumers use AI to find a local business.

Once they find you then they do 1 of 3 things:

• 20% will click through to your website

• 40% will check out your Google Business Profile

• 40% will check out your Instagram

In other words, the LAST thing they do, if they aren’t yet convinced you’re the right choice, is check out your socials.

This means that your social media should act as social proof.

Before and after photos, pictures of the interior, the treatment rooms, and the team at work. Happy customers if you have consent.

That’s it.

No elaborate dance videos needed.

No crazy social media strategy.

Just enough social proof to push them over the edge and help them decide. Which mostly comes down to demonstrating authenticity.

That you are a real, trustworthy med spa.

Remember, they aren’t finding you on social media.

They find you through Google and AI.

Then use your social media accounts to vibe check you.

Subscribe now

Avoid This Mistake…

This is from a social media marketing guru’s account.

They’re proud of how they turned this bio from boring to bling…

But I would argue they made it worse.

Previously, the keyword ‘Omaha Med Spa” was in the bio.

That keyword gets associated to your med spa’s social account. It acts as a signal for Google and AI to understand what you do, and then put you in front of relevant searches…

…where patients find you.

But the new bio, uses clever wording that omits the exact thing patients are searching for.

Ultimately reducing the chances of getting found in the first place.

Always go with clarity over clever when it comes to your messaging.

Think of your social media accounts as beacons that send signals to AI and Google telling them what your business is about, and what you do.

That way, you show up for searches like:

• Med spa near me

• botox [city]

• hair restoration [city]

• etc…

  Subscribe now

The Bottom Line

Instead of breaking your head trying to come up with clever messaging like this:

“we help x, do y, without z.”

Make sure your treatments (i.e. your keywords):

• Botox [city]

• Lip Filler [city]

• Laser Hair Removal [city]

• CoolSculpting [city]

• Etc…

Are displayed throughout your Google Business Profile, website, and social media accounts.

That’s what gets you in front of local, high-converting traffic.

Said differently, your target audience are simply the people in your city.

They self-identify by their search queries into Google and AI.

All you have to do is make sure you show up when they search for your services.

That’s all for today.

Take care.

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

Some people swear by Instagram, others say it’s dead. Referral programs, Facebook, Google ads, SEO, AI... everyone has a different answer.

For those of you actually running a MedSpa, today I’ll break down what works vs. what’s a waste of time and money.

This is insight based on dozens of conversations with clinic owners, and from the results my agency has achieved working with med spas.

Let’s get started.

Subscribe now

Two Ways to Sort Every Marketing Method

Before I rank anything, it helps to know what you’re actually comparing.

Every method falls into two categories:

Organic vs. Paid.

Organic is free but costs your time. Paid is fast but costs you budget—and disappears the moment you stop paying.

On-Demand vs. Interruption.

On-demand marketing shows up when someone’s already searching for what you offer. They have a problem, they know the solution, they’re looking for who to buy from. This traffic already has buying intent.

Interruption marketing shows up while someone’s scrolling, doing literally anything else. You’re asking them to stop and pay attention to something they weren’t looking for. Interruption traffic doesn’t having buying intent.

Keep both of those in mind as we go through the marketing methods.

Marketing Methods Ranked

1. SEO (Search Engine Optimization) + AI Search

This is on-demand and (mostly) organic.

Someone types “Botox near me” on Google or asks ChatGPT/Claude/Gemini where to get lip filler in their city, and you either show up or you don’t.

The patients who find you this way already want what you offer.

They’re not being sold, they’re doing research.

And, that’s the whole game.

This type of marketing compounds. The work you do now still works for years to come. In fact the sooner you dominate search results the harder it becomes for your competitors to outrank you.

(It’s why med spa’s with good SEO tend to sell for more, because buyers know they’ll continue generating bookings for years to come.)

Compare that to an ad campaign, where the leads stop the second you stop paying.

You’re not renting visibility. You’re owning it.

Pros:

• Compounds over time

• Search traffic from Google & AI has the highest conversion rate

• Works 24/7 in the background

• Builds trust with your med spa

Cons:

• Takes 3-6 months to see consistent bookings

• Requires patience during the ramp-up period

• Harder to “turn on” instantly when you need patients next week

  Subscribe now

2. Google Ads

As a general rule of thumb, SEO can take 3-6 months for your med spa to start ranking and generate consistent bookings.

Since Google ads is still on-demand marketing (same search intent as SEO), we sometimes run a paid ad campaign in those early months to start getting bookings immediately.

The only difference is you’re buying your way to the top instead of earning it.

It’s faster than SEO, which is the appeal.

It also makes it the first thing that goes quiet the moment cash flow gets tight, which is the tradeoff.

It’s a good bridge while your SEO builds. Expensive as a permanent foundation.

Here’s what we usually expect to spend to acquire CoolSculpting patients:

• Min monthly ad Budget = $2,000 - $2,500

• Cost per lead = $75 - $125

• Estimated number of leads for ad spend = 16-33

Here are the pros and cons summed up in a nutshell:

Pros:

• On-demand—same buying intent as SEO

• Fast—can generate bookings within first week

• Good bridge while SEO builds

• Budget is controllable and adjustable in real time

Cons:

• Leads stop the moment you stop paying

• Cost per lead can climb in competitive markets

• Doesn’t build any long-term asset—you’re renting, not owning

3. Facebook (+ Instagram) Ads

This is paid + interruption marketing.

You’re not catching someone who definitively wants Botox—you’re targeting someone who might have an interest in it, but was looking at vacation photos and now sees your ad.

This is usually where the “price shopper” problem starts if you don’t have a proven funnel set up.

Oh, and FYI, you’re not going to sell a $3000 CoolSclupting package right out of the gate with these ads.

Usually, you lead with a cheap, front-end offer designed to get people’s contact information so you can market to them down the line.

This tends to come in the form of discounted treatments. The money is made with upsells from consultations and email marketing.

Getting them to come back and buy more expensive treatments now that they know, like, and trust you.

Pros:

• Fast results—can generate leads within days

• Budget is controllable and adjustable in real time

• Can work well with a proven front-end offer + upsell funnel

• Good for retargeting people who already know your brand

Cons:

• Leads stop the moment you stop paying

• Interruption-based—low buying

• Competing against the entire internet, not just local competitors

• Tends to attract price shoppers if the funnel isn’t dialed in

• Requires high marketing IQ to be profitable

  Subscribe now

4. Organic Facebook & Instagram Content

This is where most med spas start—and get stuck.

It’s free, so it’s got a low barrier to entry.

Which sounds awesome until you actually do it.

You’re spending real hours creating reels and posts, competing against an algorithm that’s actively deciding whether to show your content to anyone at all, to reach people who weren’t looking for a med spa in the first place.

So it’s also interruption marketing.

There’s low buying intent from the majority of people.

It’s not that social media does nothing.

In fact, we use social media more like social proof—since patients will often check out your socials… after they find you on Google.

It can move someone from the consideration phase to actually booking, so it’s worth having a social media presence for that reason alone.

But if it’s your primary strategy for filling your schedule, it’s the most labor-intensive, least predictable option on this list—and it’s usually the first thing owners burn out on.

Pros:

• Free to start

• Builds social proof once patients find you elsewhere

• Can move someone from considering to booking

• Useful for showcasing team, culture, and results

Cons:

• Low buying intent—most viewers weren’t looking for a med spa

• Algorithm-dependent—no guarantee of reach

• Time-intensive with no direct line to revenue

• Easiest channel to burn out on for the least predictable return

  Subscribe now

The Bottom Line

If expensive treatment devices sit unused, payroll obligations remain unchanged, and every new month begins with the pressure of generating enough demand to cover overhead.

I would deploy a combination of SEO and Google ads.

SEO is the long term patient acquisition strategy, while Google ads can get you booking this month.

The med spas that are winning right now aren't the ones chasing every new platform or tactic.

They're the ones that picked the channel with the most staying power, put in the work early, and let it compound while everyone else starts over every few months.

That’s all for today.

Take care,

Nicholas

Share

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

It was on the TV at the gym.

(Normally, I’d just ignore them because I try to be present while working out—and not get distracted by whatever extreme sport is playing. )

But that day was different.

This was a still image with a stat… sharing this:

“The hashtag #headspa accumulated over 919 million views on TikTok last month.”

That sent me down the rabbit hole of researching the biggest med spa trends of 2026.

And today I’m going to share what I think are 2 trends with the most opportunity right now.

This will help you solve two of the biggest problems med spas are facing right now:

• Differentiation

• Profitability

I’ll also share how to avoid common mistakes most med spa owners make when implementing these new trends.

Subscribe now

Trend #1: Head Spas (& Scalp Treatments)

As I alluded to in the opening sentences, searches for the term “head spa” are at an all time high.

But not just on TikTok.

I was curious about what local searches looked like on Google, so I did some digging.

Here’s what I found for the search term in my city for ‘Head spa Montreal’:

There was a very healthy demand locally. And one med spa was cleaning up:

Skines…

And they’re getting almost 2K monthly visitors to their site from that one search term…

But what about other cities in the U.S.?

Let’s look at Denver:

There are over 2K monthly searches for this treatment…

Let’s look at one more city, say, Phoenix:

Well over 1K monthly searches.

I think it’s fair to say that in most cities across the U.S. & Canada have well over 1,000 monthly searches. (i.e. people who are looking to book a head spa session now).

If you’d like to take a look at your city, send me a message and I’ll check out how many people are searching for ‘head spa near me’.

The Opportunity

Most of the competition for this service has around ~100 Google reviews… if that.

They are all relatively new businesses that have capitalized on this trend.

This means that you can EASILY start ranking for this service and bringing new clients in the door for your med spa if you’ve been around for 1 year +.

But beyond that, I think most of the businesses that are ranking for this service are doing it wrong.

Because I don’t think head spas are the real opportunity…

The bigger opportunity here is that people are starting to become aware of scalp health, and it’s relationship to healthy hair and hair loss prevention.

Which means men are also interested in this trend—not just women.

In other words, people who are interested in a head spa, are probably also interested in PRP or peptides that promote hair growth.

Something most of these head spa competitors do not (and cannot) offer.

That’s where the real money is made.

‘Head spa’ gets people in the door. But you make money with upsells into other treatments.

What’s Required

One of the reasons I love this trend: it requires such little infrastructure and equipment to get started.

It requires:

• A portable sink (which you may already have)

• A waterfall or halo (where water drips onto their head)

• A training on scalp massages for your aestheticians (if they need it)

And you’re good to go.

Which means your overhead is relatively low compared to a $100,000 RF device.

Subscribe now

Trend #2: Peptides

Demand for peptides is off the charts.

Especially GLP-1’s and weight loss clinics.

This is very much in line with the greater trend of beauty from the ‘inside-out’ rather than ‘outside-in’.

You don’t have to look very far to see this trend emerging…

Comedian Bert Kreischer recently started using it and has seen pretty drastic results…

Ozempic was one of the dominant sponsors of the 2026 winter olympics in Milan—at least for Canadians. You couldn’t watch a single event without seeing an ad for the weight loss peptide.

Or just listen to any medical aesthetics podcast and learn about how the most successful med spas are offering peptides now…

Again, it’s not just women who are interested in peptides, but men too.

Which is why I think this is a powerful trend to get behind.

The Opportunity

GLP-1’s alone won’t give people the outcome their looking for.

Sure, they lower cravings, and make fasting for long periods of time easier—but if all you do is take the peptide and stop eating—you’ll lose muscle, fat, and feel tired all of the time.

That’s not exactly a healthy way to lose weight.

In fact, the term ‘Ozempic face’, where you lose a substantial amount of fat in the face and start to look prematurely older, is a very real side-effect.

The real opportunity, lies in the nutrition coaching, progress tracking and side effect management.

You’re not trying to replace a pharmacy where patients can get the peptide for the cheapest price possible.

You’re offering monthly check ins, diagnostics, weight tracking, delivery, and maybe even some CoolSculpting as they start to lose weight and skin get’s loose.

It’s the same thing for other peptides. They want to have an MD track and monitor them, while working towards some goal.

What’s Required

This is where I think the biggest barrier to entry lies…

Unlike the head spa service, this isn’t as simple as just adding a web page to your site and ranking.

There needs to be the right infrastructure in place.

You definitely need to have a Medical Director overseeing things, and on top of that you need a compounding pharmacy that can deliver the peptides to them.

This requires a bit of foresight and planning.

That being said, since it’s a new trend, the competition for it is lower and it can be a big monthly recurring revenue driver for your med spa.

The Bottom Line

Both of these trends can serve different purposes in your business.

• Head spas can be a great way to get new patients in the door and then upsell them other things they might be interested in.

• Peptides (especially GLP-1s) can be a great monthly revenue generator, where patients pay anywhere from $250 - $500 per month.

Have you tapped into these trends yet?

I’d love to know.

If you’re curious what the demand looks like in your city, send me a message and I’ll check it out.

Take care,

Nicholas

Subscribe now

Never Worry About Empty Treatment Rooms Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently.

(Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local Search Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local Search Report Now

• Spending hours creating social media content

• Chasing no-show consultations

• Posting constantly just to stay visible

Then keep reading because today I’ll share a 90-day marketing plan for your medical aesthetic clinic that will generate predictable leads for your treatments without looking "cheap" because of constant promotions.

Let’s get started.

Local healthcare searches convert to appointments 3x faster than social media leads.

Before we jump right into action, let’s zoom out a little…

Your patients must physically visit your med spa.

They actually need to be within driving distance.

Which means they’re searching with a geographic context in mind, like this:

• med spa [city]

• botox near me

• Coolsclupting near me

These searches are happening on Google and AI engines (like ChatGPT).

This is a MASSIVE advantage for you as a local business owner, because it means you don’t have to compete with the entire internet...

… Just your local market.

On top of that, what makes these searches convert so well is the INTENT behind them.

Said differently, when someone searches for Botox or Coolsculpting ‘near me’, they are ready to book…

…Today.

This is what I call, ON-DEMAND marketing.

Because you show up when your patients are actively looking for your services.

(Versus INTERRUPTION marketing—when you interrupt someone doomscrolling Instagram who is NOT actively looking for your services.)

This is the foundation of effective aesthetic clinic marketing. So the 90-day marketing plan will emphasize ‘on-demand’ marketing because it has the least competition, and attracts people who are already shopping.

This gives you the greatest ROI on your time.

Subscribe now

Phase 1: First 30 Days

Your Google Business Profile (GBP) is one of the biggest deciding factors when it comes to ranking at the top of Google and AI searches.

It’s what search engines (and AI) use to understand your business, plus it’s the first thing patients see.

Meaning it’s job is two-fold:

1. Generate visibility

2. Build Trust (Conversion)

A well-optimized GPB does the following things…

Has Authentic Photos:

These are NOT stock images you pulled off of Canva or a Google search.

In fact, the best photos are often taken with an iPhone, and show YOUR team, YOUR location, and sometimes YOUR patients (if they’re cool with that).

When you upload photos from a phone, they get:

• Geo-tagged

• Time-stamped

(That’s a fancy way of saying there’s a WHEN & WHERE associated with the image.)

This sends a powerful signal to search engines saying this business is legit—and not just some shady website operating in a dark corner of the internet.

As long as the pictures aren’t blurry and have some intention behind them, that’s good enough.

It’s also worth mentioning that after reviews, photos are the #1 conversion factor for patients.

Has Positive, Recent Reviews

As a rule of thumb, you should ALWAYS be asking for reviews.

Reviews help:

• Generate visibility for your clinic

• Improve conversions

• Increase the sale value of your clinic (if you decide to sell at some point)

The med spas that I’ve worked with who’ve generated the most reviews—and subsequently got more visibility and more business—have a review generation strategy in place.

There are two main ways to do this:

1. Asking for reviews at the front desk + having a scannable QR code

2. Following up with your CRM (i.e. emailing or texting your patients after their visit, asking for a review)

BONUS: I would focus on Google reviews initially, but once you have enough, asking patients to leave a review on YELP, BBB, or Facebook, can be a strong differentiator that Google and AI like.

Has Keyword-Optimized Products & Services

Before you rage-quit this newsletter at the thought of “keywords” and keyword research, know this:

Your keywords are just your treatments.

For example:

• Lip filler

• Coolsculpting

• Botox

• PRP

Are all things your patients type into Google and AI.

So you want to make sure that you add those services & products to your GBP. This helps you show up in front of patients that are searching for your services.

Subscribe now

Phase 2: Day 30-60

I’d be lying to you if I said your website wasn’t important, but the good news is that with the right website architecture, you can start ranking at the top of Google and AI without thousands of blog posts and a flashy design.

So over the next 30 days, start getting the basics set up. Which, in a nutshell, means having these essential pages in place:

• Homepage (targets keyword ‘med spa in [city])

• About page (shows the medical director + team)

• Treatment Pages (one for each treatment, eg: PRP in [city])

• Results Page (case studies with before and after photos)

• Contact Page (embed a map, have a contact form)

Website design gets technical, fast.

I want to keep it high-level. So if you need more details, or have a question about your med spa clinic’s website, feel free to message me and I’ll have a look at your site.

Phase 3: Day 60-90

The next step is to get your med spa listed on local directories. These are called citations.

Citations are online mentions of your business name, address, and phone number (NAP).

They’re like digital Yellow Pages listings.

Why citations matter:

Each consistent citation is a vote of confidence that tells Google your business is legitimate and established in your local area.

The easiest way to get started, is to use a tool like Brightlocal.

This makes it as simple as buying a citation campaign.

All you have to do is give them accurate business info, and then they go off and get your clinic listed on relevant directories.

If you’re not ready to sign up, and want to do some of this manually, there are 6 must-have directory listings. These include:

• Facebook (business page)

• LinkedIn (company page)

• Yelp

• BBB

• Bing Places

• Apple Maps

Each citation campaign takes about 30 days to fulfill.

While you wait, I would recommend setting up performance tracking in Brightlocal, so you can see how your med spa’s visibility is improving over time.

Effective marketing means tracking results over time. This gives you a way to know you’re getting an ROI of the efforts you’ve put in.

For example, this is how a med spa we’re working with is starting to become dominant for lip fillers in the Montreal market:

If you’re anything like me, you’ll get addicted to seeing those circles turn green over time because it means more visibility and bookings over time.

The Bottom Line

This a 90-day marketing plan that will build a solid foundation for growing your med spa. The best part is that this type of marketing works 24/7 without your direct involvement once it’s set up properly.

Meaning it can keep your treatment rooms fully booked year-round without ad spend or creating content day and night.

That’s all for today.

Take care,

Nicholas.

Subscribe now

P.S. - Want me to put together a 90-Day Aesthetic Clinic Marketing Plan Cheatsheet?

Send me a message and I’ll put something together.

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free local Search Report Now

Let me explain…

Getting noticed on Google (and AI) comes down to having a basic framework that the makes your site easy to understand—for both humans, and the AI bots.

The good news is that once you know what the framework is, it’s pretty simple to set up and maintain.

And that’s what I’ll share with you today.

Let’s get started.

Subscribe now

The Med Spa Website Framework

The image above is a snapshot of what your site should look like when visitors first arrive…

Coincidentally, it also serves as a roadmap to how your website should be laid out.

In a nutshell, here are the basic elements:

• Homepage

• About Page

• Treatment (Service) Pages

• Results Page

• Contact Page

• Book Now (Usually links to your booking software)

Let’s break down each element in more detail. (You can also watch the break down if that’s more your jam.)

HomePage

Your homepage is going to target the keyword “medspa in [city]” (or some variation of it) right at the top of the page.

Literally. Just spell it out in plain english. No need to get poetic here.

To add some uniqueness to that standard opening headline, you can give people a sense of what the med spa looks and feels like right away with a video or image.

Under that you’ll want to add some elements of social proof. See the image above.

Beyond that, make sure to mention the treatments you offer, the city you’re located in, the founder or medical director and show testimonials, media, instagram feed, awards, etc…

Be sure to internally link to any relevant pages where appropriate (like service pages).

Before we move onto the other elements of your website, there are two small-but-important details related to the homepage…

*NAP in the Pre-Header

It might seem redundant, but you’ll want to write the Name, Address, and Phone Number (NAP) right at the top of EVERY webpage on the site. Making the address a clickable link to the Google Business Profile.

This sends a strong signal to Google and AI about where you’re located—erasing any doubt that your website is connected to your business and helps you show up in relevant local searches.

*Local Business Schema

This element is basically invisible to people who visit your site… HOWEVER it might just be the most important thing there is.

And it’s a little snippet of code called local business schema.

AI & Google use this code to understand the basics of:

• Who you are

• What you sell

• Where you’re located

• How you do it

You can see if your homepage has this snippet of code on it by copying your URL and pasting it into validate.schema.org. Like this:

If any of the following appears, it’s a good sign:

• Medical business

• Health and Beauty

• Day Spa

• Local Business

If nothing appears, or there are errors, or it just says ‘webpage’, that’s a red flag and you’re missing schema.

Have a chat with your website person and make sure you’ve got this covered. Or send me a message and I’ll help you see if your website is good to go.

Subscribe now

About Page

Google and AI like to recommend entities, brands, and people with experience.

NOT some faceless website lingering in a dark corner of the internet somewhere.

A brand has people behind it.

Sharing who the team is, (the medical director, the nurse injectors, aestheticians, and laser techs) demonstrates accountability and uniqueness.

It’s a trust signal AND a conversion signal.

It shows that there are actual people behind the med spa who will take responsibility for the treatments done.

After all, your patients want to know who’s performing their treatments.

So sharing:

• Who the team is

• What certifications they have

• How long they’ve been working there

• Awards/media/press they’ve received

Are all signals that demonstrate accountability and trust with AI and patients.

Here’s one way to build your about page:

*The Team’s Personal Brand

Sometimes you, or someone on your team may have a decent social media following.

Whether they’re a doctor (and people search for them directly into Google) or their a nurse injector with a following…

You’ll want to signal to to AI and Google that they are associated with the med spa. This gives you a competitive advantage over your competitors because it positions you as unique and credible.

In this case you may want each person on the team to have their own page, like this:

Treatment (or Service) Pages

Each treatment needs it’s own page, but you also need to have a “treatments” page—one that acts as a catalogue of all services you offer. Like this:

Once you’ve got this page set up, then you can move onto the individual treatment pages…

And after auditing hundreds of med spa websites, I can say with confidence, most clinics are NOT sharing nearly enough information.

AI rewards clarity, so we need to be as detailed as possible.

Here’s a quick framework for structuring your service pages:

• Who it’s for (i.e. the problem it solves… bonus if you mention your city)

• What the outcome is (the benefits)

• How it works (the Methodology)

  • How long does the procedure take?

  • Who is it performed by?

  • What’s the step by step procedure?

  • Is there a recovery protocol?

• Price

• Awards/media

• Reviews/Results/Testimonials

• FAQs (spend time researching the biggest questions they have)

A Note on Sharing Your Prices

Some med spas like to put their prices only on the booking page, or tell patients once they’re at the clinic.

In my opinion this is a big mistake.

Price is often one of the most asked questions patients have, and by openly sharing your prices, it not only allows AI to recommend your med spa, it repels price shoppers.

Subscribe now

Results Page

This is the newest edition to the website since AI hit the scene, and I’m all for it.

It’s always been important for conversions, but now it’s become important for visibility.

AI likes to recommend med spas that share proven results. This gives AI robots confidence in your business.

After all, making recommendations is a risk decision.

People (and AI) want to know:

• Is this med spa safe?

• Is this med spa reputable?

• Is this med spa trustworthy?

Your results page gives them the benefit of not having to go first.

Here’s what your results page can look like:

You can also go a step further and create a specific results page for each specific service, like so:

Similar pattern as the treatment page, with two differences worth noting:

• The before/after image is the hero, not a supporting element.

• Patient quote sits right under the photo, not buried below treatment details.

Naturally, real before/after photos need documented patient consent, and depending on the jurisdiction, some advertising bodies require disclaimers like "results may vary" or that this represents one patient's experience.

Here’s a short disclaimer blurb you can drop at the bottom of the results page (or as a small caption under each photo):

Results vary by patient. Photos shown are of real patients of [Spa Name], published with their written consent. Individual outcomes depend on anatomy, treatment plan, and provider recommendation, and should not be interpreted as a guarantee of your own results.

Subscribe now

Contact Page

This one is pretty boiler plate, so I won’t spend much time breaking it down. Here it is:

The Bottom Line

Your website doesn’t need to have thousands of blog posts, or be full of educational content. It just needs the essentials—done right.

The main goal of your website is to get your med spa recommended by AI and Google search.

And AI is kind of like humans in that sense…

…if you make them work hard to understand what you do, they probably won’t choose you.

So build a website that demonstrates clarity and trust.

That’s how you become the “go-to” med spa in your city and bring in new patients month after month.

That’s all for today.

Talk soon.

Nicholas

Subscribe now

Share

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

As of 2026, there are currently more Med Spas in the U.S. than there are McDonalds…

The market is saturated.

But here’s the good news:

You don’t have to compete nationally. Just locally.

And here’s even more good news…

According to the ASPS, demand for the types of treatments offered at med spas like injectables, lasers, radiofrequency etc… (things that don’t involve a scalpel) is up 79% over the last five years.

Right now, there are hundreds, (if not thousands) of people in your city searching for your services.

And they’re using Google & AI to do it.

Subscribe now

Differentiate Your Med Spa By Being First

Google only displays 3 med spas for “near me” searches. (These top 3 med spas also appear in AI search results).

According to SEMRUSH, those 3 business get 75% of all bookings.

But that’s not just because of an algorithm. It’s human psychology.

It’s a cognitive “shortcut” called anchoring.

When the brain encounters a list of options, it doesn’t evaluate each one independently.

It anchors to the first option and uses it to measure everything else.

Grocery stores exploit this all the time—products placed at the end of an aisle, in that prime first-glance position, outsell the same products shelved further in.

Not because they’re better—but because they were seen first, and the brain treated position as a signal of value.

On-Demand Vs. Interruption Marketing

Both AI search engines and Google are two sides of the same coin.

What I call “On-Demand Marketing”.

This is marketing that puts your med spa in front of people when they’re actively searching for your services.

These searches have high-buying intent. In other words, they’re ready to book.

And what makes being recommended by AI and Google so valuable is the fact that there is a lot of trust built in.

It’s a lot like a referral. People trust recommendations from Google and AI like they would from a trusted friend or expert.

And because of that, search traffic converts way better than social media.

Contrast that with people doomscrolling on instagram who are most likely doing one of the following:

• killing time

• checking out photos of their ex

• watching cat videos

Most of the time, they aren’t actively researching places to book an aesthetic treatment. Said differently, they have low buying intent.

In fact, to get someone to buy or book on social media—you need to interrupt whatever they were doing. You need to grab their attention with scroll stopping content.

(This is true whether you’re using organic content or running paid ads.)

While it’s possible to do, it’s much harder.

And it usually requires offering serious discounts on your services—opening you up to attracting price shoppers and people who are just looking for the deal.

Subscribe now

Distrust is the New Default

People are more skeptical than ever of what they see online. Trust is at an all-time low. Your patients have more options than ever before.

But if your patients are the ones finding you online—instead of you interrupting them—you instantly become differentiated from the competition.

Again, this is what makes getting recommended by AI and Google convert so well… it has high trust built in.

People (& AI) essentially want to know:

• Is this med spa real?

• Is this med spa safe?

• Is this med spa reputable?

The med spas that win going forward will be the most trust-worthy.

So let’s explore how to get your med spa to appear in AI & Google search results.

3 Trust Signals that Drive AI & Google to Recommend Your Med Spa

1. Reviews: Trust at Scale

Reviews make you real.

They prove you’re not just some shady website operating in some dark corner of the internet.

AI & Google favor med spas with lots of reviews, and consistent ratings. They demonstrate this is a real business with evidence of repeatable results.

There are 4 pillars to building a good review profile:

• Review Quantity (min threshold 150-300)

• Review Quality (mentions a service and outcome)

• Review Velocity (recent activity matters)

• Review Consistency (across platforms like FB, Yelp, BBB, etc..)

There are many review generation strategies.

The easiest way to get someone to leave a review is to have a scannable QR code at the front desk, and ask them to leave a review.

And to make asking for the review even easier, we like to incentivize it.

One incentive we’ve used successfully was offering a free sheet mask. (The ones you leave on for 10-20 minutes at home that hydrate the heck out of your face!)

Patients love them, and they aren’t expensive—it’ll cost you about $1 per face mask on average.

Personally, I’ve found that the med spas with the best review profiles genuinely have great relationships with their patients.

Because in the end, reviews are the fruit of positive relationships. So don’t lose sight of having a service oriented business and actually giving a damn about patient outcomes.

3 Reasons Reviews Matter

While researching and writing this piece, I realized there are 3 important ways reviews can positively impact your med spa. So let’s briefly cover what they are:

1. Google & AI both use reviews to rank & recommend your med spa.
   
   This is what we’ve just established and it directly translates into more traffic. (i.e. patients coming through your door). It’s the foundation of a strong patient acquisition system.

2. It’s the #1 conversion factor for patients deciding to book with you.
   
   Think about the last time you were deciding which business to go with—you undoubtedly scanned their reviews. Your patients are doing the same. They’re reading your reviews before committing.

3. If you ever want to sell your med spa, buyers will pay more for a business with a strong review profile.
   
   In fact, it’s one of the green lights they look for during their audit because of all the reasons we’ve talked about so far. In other words, building a strong review profile is part of a long term exit strategy.

2. Website Architecture: Structured Credibility

Just like a human, if AI can’t understand your website, it won’t recommend it. So we need to structure our website to be easily understood by AI.

We want to “spoon-feed” the AI.

“Okay, but what does a good website architecture look like?”, you ask.

Let’s break down some essentials that you can start implementing today, or at least tell your website person to start implementing ASAP.

Homepage

The most important thing your homepage should have is this little snippet of code called local business schema.

AI uses this code to understand the basics of:

• Who you are

• What you sell

• Where you’re located

• How you do it

You can see if your homepage has this snippet of code on it by copying your URL and pasting it into validate.schema.org. Like this:

If any of the following appears, it’s a good sign:

• Medical business

• Health and Beauty

• Day Spa

• Local Business

If nothing appears, or there are errors, or it just says ‘webpage’, that’s a red flag and you’re missing schema.

Have a chat with your website person and make sure you’ve got this covered.

Subscribe now

About Page:

If AI is going to recommend your med spa, it has to cover its (figurative) ass. In other words, it’s trying to make an informed recommendation that it can defend.

The best way it can do that is to recommend places that have accountability.

Med spas that share who the medical director is and who’s on the team demonstrate trust.

It shows that there are actual people behind the med spa who will take responsibility for the treatments done.

It’s also an important conversion factor. (Your patients want to know who’s going to be performing their treatments.)

So sharing:

• Who the team is

• What certifications they have

• How long they’ve been working there

• Awards/media/press they’ve received

Are all signals that demonstrate accountability and trust with AI and patients.

Service Pages

After auditing hundreds of med spa websites, I can say with confidence, most clinics are not sharing nearly enough information.

AI rewards clarity, so we need to be as detailed as possible. Here’s a quick framework for structuring your service pages:

• Who it’s for (the problem it solves)

• What the outcome is (the benefits)

• How it works (the Methodology)

  • How long does the procedure take?

  • Who is it performed by?

  • What’s the step by step procedure?

  • Is there a recovery protocol?

• Price

• Awards/media

• Reviews/Results/Testimonials

• FAQs

A Note on Sharing Your Prices

Some med spas like to put their prices only on the booking page, or tell patients once they’re at the clinic.

In my opinion this is a big mistake.

Price is often one of the most asked questions patients have, and by openly sharing your prices, it not only allows AI to recommend your med spa, it repels price shoppers.

Results Page

This is a recent addition to the website since AI hit the scene. But you significantly boost your chances of showing up in AI search if they can see that you have case studies and positive results.

So creating a results page with before and after photos of patient results puts you in the top 10% of medical aesthetics websites.

Contact Page

I’ll keep this brief, sort of like how your contact page should be.

You need two things on this page:

• Embed a map (sharing your Google Business Profile)

• Your business name, address, and phone number

That’s it. Seriously.

3. Brand Recognition: Authority

AI likes to recommend entities, people, and brands. (Not faceless businesses on the internet.)

What this means in a nutshell, is that you need your med spa to be mentioned online.

This is done with links back to your site.

Now, before you panic, or decide to buy some expensive link building campaign… let me break down just how easy and cheap this can be (if you’re willing to invest some time and effort into doing it right).

First and foremost…

You don’t need thousands of links to your site.

You just need a HANDFUL of good ones.

There are two places you can get them from:

1. Medical Aesthetics Businesses/Media

2. Local Businesses

Those are the only ones that matter for you.

Getting a link from the New York Times is cool and all… but it’s not all that relevant to your local med spa. (... and probably isn’t worth the price tag.)

To be clear, links are just how AI and Google measure authority.

But I want you to think of it like PR.

So what kind of PR should you be focusing on? Here are a few methods:

• Hop on a Podcast

• Get Interviewed (on YouTube)

• Publish an article in a relevant magazine or media site

• Speak at an event

• Sponsor a local event

The trick here is that you’re tapping into businesses and media that ALREADY have an audience and online presence.

You’re effectively borrowing authority from them.

What Kind of Stuff Should You Talk About?

Have someone from the team talk about something that your patients care about. Think about trends that are currently driving a ton of interest online.

For example, you might talk about the popularity of head spas, and the rising understanding of how scalp health leads to hair health.

Maybe talking about how this is linked with preventing hair loss in men and women, and what services your med spa offers.

Peptides are another viral trend.

You could talk about GLP-1s, and what the side effects are. Questions your patients often have, and what the protocol looks like at your clinic.

Oh, and in case you’re feeling at all shy about the process… just know that podcasts, YouTube channels, events, and magazines are ALWAYS looking for content.

So it’s a win-win for both of you.

(Just make sure you get a link back to your med spa somewhere.)

Compound Interest of Med Spa Growth

Most med spas just buy hundreds of expensive (and spammy) backlinks from irrelevant websites.

But the med spas that build this type of authority now, will lock in years of recommendations in the long term.

So spend some time finding the right places to network with, and you’ll see compound growth in terms of local visibility and patient acquisition.

Subscribe now

The Bottom Line

Getting recommended by Google and AI is about building trust.

Building trust with AI puts your med spa in front of the right people at the right time. This builds trust with your prospective patients. Ultimately winning you their business, and growing the clinic.

So remember, these are the 3 trust signals that get your med spa recommended by Google & AI:

• Reviews (Trust at scale)

• Website Architecture (Credibility)

• PR (Authority)

The med spas that win going forward will be the most trust-worthy.

That’s all for today.

Talk soon.

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

This week I wanted to share a podcast I did with Allan Share, president of the Spa Industry Association.

We talk about emerging wellness trends as well as how to get your med spa recommended by Google and AI search.

I had a great time chatting with Allan—a true vet in the spa and wellness industry.

I hope you find it interesting and useful.

That’s all for this week.

Talk soon,

Nicholas

Subscribe now

P.S. - Since the podcast is only 20 mins long we kept things pretty light. If you have any questions about the topics we covered, send me a message and I’ll do my best to answer it for you. I read every response.

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

A lot has been happening on the back end—but I wanted to keep you in the loop.

I just hopped on the Spa Industry Association podcast (called Flock & Gather) with Allan Share yesterday.

That should be available in the coming weeks, so stay tuned.

In other news, I’m excited to share that I just partnered with CHIC Medispa based out of Montreal.

So i figured today I’ll share what they’re struggling with and how we’re going to approach their SEO strategy.

But first, let’s talk about:

How CHIC Found Me

Since I found out I was going on the Flock & Gather podcast, I started researching AI search, and synthesizing everything I learned.

And I’m happy I did that, because I’ve updated our process for optimizing med spas to become the #1 recommended med spa by Google and AI locally.

It’s actually coincidental that I got found by ChatGPT, because honestly, I feel like my own website’s SEO is okay at best—there’s a lot more to optimize.

But the proof is in the pudding folks.

There is sooo much trust built into AI recommendations.

Search traffic—whether from Google or ChatGPT—converts the best.

There’s power in showing up when your ideal clients are searching for you.

But let’s move onto CHIC and what they’re dealing with.

The Problem

CHIC dominates the Montreal market for laser hair removal. Have a look:

This is more or less as good as it gets.

But CHIC wants to start attracting injectable patients, and they struggle to rank for any of those services.

Have a look:

Green circles mean they’re in the top 3. Orange and red basically mean you’re invisible to searchers.

Now, I won’t lie. This one actually stumped me at first. Because their website SEO was doing a lot of things right.

It was only once I got plugged into their back end when I saw the problem…

Their name on Google, was CHIC Laser Center.

And all their directory listings were the same.

This might not seem like a big deal, but each one of these listings acts as a signal to Google and AI.

It’s telling them you specialize in Laser. Which is why they were ranking so well for that keyword.

But it was also hurting their other rankings.

Think about it…

Who wants to get Botox, or lip injections at a Laser Centre.

It’s like getting coffee at a gas station…

You know it’s not going to be top tier coffee.

AI knows this.

Google knows this.

People want to know if a business is trust worthy, reputable, and safe.

And this positioning was hurting them from ranking for injectables.

The Solution

People don’t want to get injectables at a laser centre. But people would definetly get laser hair removal AND injectables like botox at a med spa.

So we’re going to reposition the brand to being a med spa first.

We’re removing the “Laser Centre” from the name.

This means updating all the directory listings and adding new ones with the right info (aka signals).

That’s step one.

And it’s also where I’m gonna stop for today.

The Bottom Line

If you want to be recommended by Google and AI, realize that they’re scanning your directory listings.

Those listings act as signals telling them who you are, what services you offer, and where you’re located.

It’s part of your local PR, and part of a balanced SEO strategy.

I look forward to sharing more good news with you.

Talk soon,

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

This week I decided to share some behind the scenes footage of how I go about auditing a med spa.

I start with their keywords. Check out how much traffic their competitors are getting. Then I map out the strategy I’d use to get them to the top of local search so they get recommended by Google and AI engines like ChatGPT.

That’s all for today.

Talk soon,

Nicholas

Subscribe now

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, Coolsculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

If you want to know what January revenue looks like in November—without stressing about posting to Instagram, then memberships might be the best way to achieve that.

Today I’m going to share what I’ve found to be the best way to get new patients into your med spa, and then how to get them coming back month after month with an irresistible membership offer.

Memberships can dramatically increase your monthly recurring revenue, and the way you run your med spa.

Every med spa wants to sell more of them, but they don’t think through the offer—what the patient gets in return.

It’s Like Gym Membership For Your Face

I’m briefly going to recap why facials are your most valuable service, and the Facial Funnel. Then I’ll share an example of a memberhsip offer I put together based on my research.

• The Facial Funnel Explained

• The Introductory Offer

• Membership Offer

• The Back-end: Where the Money is Made

Let’s dive in.

Subscribe now

The Facial Funnel

Over the last couple of weeks, I’ve realized that facials, are one of the most overlooked opportunities for med spas.

They are a great acquisition tool for getting new patients into your med spa.

I made a video breaking it down here:

And Then I Just Kept Going: The Introductory Offer

I started researching med spa’s membership offers to find the common pattern.

Disappointingly, there were none that stood out.

Everyone is just winging it…

But I began to piece together (what I think) is the winning strategy.

The next logical step, was to create an introductory facial offer.

The one that I landed on was this:

The reason I like it, is because it get’s the patient to come back twice.

It’s common sales advice to book the next appointment while the patient is already at the med spa.

I think that’s easier said than done.

Personally, I find that to be an aggressive sales strategy. (I don’t want to be forced to book a treatment I might not want yet.)

HOWEVER, if you’ve just bought 2 facials… then it only makes sense to book the second once you’re at the med spa.

Meaning you get 2 upsell opportunities. 2 chances to build trust with the patient (who is no longer a lead—but a buyer).

And the likelihood that they buy a higher-ticket item, like botox, jumps up.

Plus, facials are already cheap services. Discounting them doesn’t hurt your brand reputation, and make you the cheapest place in town.

The philosophy is to keep your high-ticket services high, and get people in the door with a great deal on low-ticket services.

Membership Offer: It’s Like a Gym Membership For Your Face

After researching a ton of different med spas membership offers, this was one I put together for my client in Denver that we’re going to trial run.

(It’s important to note that you can play with the ingredients. The services you offer that make sense to include.)

This is what I came up with based on our available services and margin:

The most important addition I noticed successful med spas were running, was adding a banking system.

So if the patient misses a month for whatever reason, they don’t lose their money. They can instead use their credits on a higher ticket service like Radio Frequency or CoolSculpting.

(Feel free to swipe elements from this offer structure for your membership offer.)

Subscribe now

The Bottom Line: The Goal is to Acquire a Customer

Remember, the facial gets them in the door, but the money is made with memberships and upsells.

This isn’t uncommon. Here is a testimonials I found during my research:

Training your aestheticians on the upsell conversation is vital.

But if you have an irresistible membership offer, it makes that upsell convo A LOT easier for them to have.

That’s all for today.

Talk soon,

Nicholas

Subscribe now

Share

Never Worry About Losing Patients to Med Spas With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think Botox, PRP, peptides, CoolSculpting, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your med spa becomes. (I call it the compound interest of SEO effect.)

Not to mention if you ever want to sell your med spa for top dollar, buyers take your Google presence into account.

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical insights you can act on. No commitment. No sales call. Just your data.

Get a Free SEO Report

Most med spa clinics want more high-ticket patients. PRP, Botox, peptides, HRT, etc…

Today I’m going to show you the best way to get more of those patients in your door.

This is a more strategic way to consistently bring new patients into your med spa, and it’s largely overlooked right now.

Most med spas fail at this because they play the short game.

They want instant results. But I’ll show you how some strategic thinking can set you up for long-term success.

Subscribe now

Facials Are the Work Horse of Your Med Spa’s Patient Acquisition Engine

I’ve been working with two med spas over the last month.

One in Denver. One in Montreal.

While doing keyword research, I realized an opportunity that most med spa’s overlook…

One that could become a predictable way to get new patients in the door.

Here’s why this works:

• High search volume (facial + city keywords)

• Easier for patients to say “yes” to (less risk)

• Builds patient trust & relationships

• Keeps aestheticians’ chairs fully booked

• Generates reviews

• Creates opportunities to upsell

Let’s dive in.

Facials Are One of the Most In-Demand Treatments

Check this out…

These are the three med spas that show up when I type in “facial Montreal” into Google… (And two of them have relatively low review counts… meaning you can bump them from the Map Pack… easily.)

Let’s see how much monthly traffic the first med spa gets to their site…

…12.8K per month!

And most of that traffic comes from facial-related keywords:

That’s more than 25K monthly searches… And this isn’t unique to the Montreal market.

This is this the volume for facial-related keywords in Denver.

While it’s less than Montreal, it’s still north of 2K/month.

And almost twice as large as the traffic for the keyword “botox Denver”…

“Alright”, you might be thinking to yourself.

“But facials are low-ticket services.”

So, let’s dive a little deeper into why ranking your med spa for this keyword is more valuable than you think.

It’s Easier for Patients to Say “Yes”

Let’s be real.

There’s a certain level of artistry when it comes to injectables like fillers and botox.

People want to find an injector that they know, like, and trust.

I mean, it’s their face. And they don’t want to take a chance on someone they don’t know yet.

But a facial is different.

Facials are easy to understand. They don’t need much education, or recovery time.

Not only are they less expensive, they’re also LOW-RISK.

In the patient’s mind, there is less chance of a mistake being made, and having to walk around for months with that mistake plastered on their face.

They see it as a way to try out a new med spa.

It Builds Patient Trust & Relationships

Once patients come in and get the facial, they (ideally) begin to build trust with the aesthetician.

They get to see what your med spa environment is like, and if they enjoy it. They decide if they would come back next time.

And here’s a little marketing secret:

Once someone has already spent money with you. Regardless of the amount. They are now BUYERS. (Not leads.)

And the chance that they spend more money with you has just skyrocketed.

It Keeps the Aesthetician’s Chair Fully Booked

One of the biggest pain points med spa clinic directors & owners face is that their aesthetician’s chair’s are empty.

They have them on salary, but the calendar isn’t consistently full.

So their hours get cut, and often, they have to get a second job.

This stresses them out, and means that they might not deliver as good of a facial since they’re running around between two jobs. Or they feel less motivated to do good work for someone who is cutting their hours.

It Generates Reviews

Reviews are the life blood of your med spa. They:

1. Rank you in the Google Map Pack

2. Improve conversions

Even though facials aren’t the cash cows that botox, fillers, PRP, and HRT might be…

The fact that you’re able to generate new reviews consistently will compound how well you rank and how often new patients book with you.

For ALL you’re services. Not just facials.

(Just make sure you have a review generation strategy in place!)

You Don’t Need to Discount Your High-Ticket Services

Nobody wants to be the discount med spa, and attract coupon clippers and price shoppers.

Being cheap isn’t a good look, and it attracts the wrong kind of patients to your door.

HOWEVER, facials are inherently low-ticket.

If you can get new patients in your door with low-ticket facials, and keep your high-ticket services, well, high, then you’ve got a formula for success.

As long as you…

Develop an Upsell Strategy

This is the most important part.

Seriously.

The whole strategy is dependant on this.

The vast majority of med spas sell a service and then throw the patient away.

The real purpose of a sale is to get the patient.

The first sale should be hello. Not goodbye.

This is the difference between the front-end, which deals with acquisition. And the back-end, with deals with monetization.

Here’s How to Actually Monetize Those Facial Patients

1. Train Your Aestheticians on the Upsell Conversation

Your aesthetician is sitting face-to-face with the patient for 60+ minutes. That’s the perfect time to plant seeds.

Not aggressive selling. Just observations.

“Your skin responds really well to this. Have you thought about adding [treatment] to target [specific concern]?”

Most aestheticians aren’t trained on this. They think their job ends with the facial. But the best ones know how to naturally recommend next steps.

2. Book the Next Appointment Before They Leave

Don’t let patients walk out the door without scheduling their next visit.

“Let’s get you back in 4-6 weeks to maintain these results.”

Most people will say yes in the moment. If they wait until they get home, they’ll forget—or talk themselves out of it.

3. Set Up Automated Follow-Ups

Most med spas do the facial and never follow up. Big mistake.

Use SMS and email to stay top of mind:

• Week 2: “How’s your skin feeling? Here’s how to maintain results at home.”

• Week 4: “Time for your next facial. Book here.”

• Month 3: “Your skin changes with the seasons. Let’s adjust your routine.”

• Month 6: “Ready to take it to the next level? Here’s what we recommend.”

You’re not spamming them. You’re reminding them that healthy skin isn’t one-and-done.

(I like Go High Level for this.)

4. Offer Treatment Plans, Not One-Off Services

Frame everything as ongoing care.

Instead of: “That’ll be $150 for today’s facial.”

Try: “For your skin goals, I’d recommend a 3-month plan: monthly facials plus [treatment]. Here’s what that looks like.”

People buy into systems. Not isolated appointments.

5. Introduce High-Ticket Services at the Right Time

Don’t pitch Botox during their first facial. Build trust first.

But after the first visit? That’s when you can say:

“You mentioned you’re concerned about fine lines. Have you considered [Botox/PRP/whatever makes sense]? Let me show you what that could look like.”

At that point, they already trust you. They’re buyers, not browsers. The barrier is way lower.

Subscribe now

The Bottom Line

Rank locally for facials. Get new patients in the door. Have a system to move them up the value ladder.

That's the playbook.

Talk soon,

Nicholas

Share

Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think botox, PRP, peptides, hair transplants, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

Check it out below.

That’s all for today.

Talk soon,

Nicholas

P.S.- Got questions? Send me a message and I’ll get back to you. I read every one personally.

Subscribe now

Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you dominate local search, you effectively build a system that attracts high-value patients consistently. (Think botox, PRP, peptides, hair transplants, etc… and not price shoppers.)

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Get your Free Local SEO Report and find out exactly where you stand right now.

Here’s what you’ll see:

• Where you rank compared to your top local competitors

• What patients in your area are actually searching for right now

• The gaps that are sending high-value patients to other clinics

Afterwards you’ll have practical, actionable insights you can act on. No commitment. No sales call. Just your data.

Get Your Free Local SEO Report Now

That was kind of a click-baity title. (Sorry.)

My manhood, and love of the divine feminine is still intact.

But the direction of my agency, and this newsletter, is going to change.

Slightly.

I’ve niched into healthcare, but the truth is that I never really wanted to speak with ALL of the healthcare industry…

For example, I never really wanted to speak with dentists, chiropractors, or psychologists about growing their business.

When I said healthcare, I had a sub niche in mind.

I guess I was just too afraid to call it out for fear of…

Well, to be honest, I’m not quite sure what I was afraid of.

Not resonating with anyone. Failure.

But fuck it.

I’ve come to realize that I can be a better marketer and enjoy creating content more if I focus on a specific group of peeps.

So, without further ado, the sub niche within healthcare I’ll be focusing on is…

Aesthetics and Longevity.

I’m a skincare, haircare, and biohacking geek.

That science fascinates me, and is already part of my life.

And I think from the get go, that’s who I was always talking to, even though I didn’t state it loudly.

From this point on, I’m going to tailor my content towards:

• Med spas

• Hair restoration clinics

• Longevity clinics (TRT, HRT, IV therapy, Peptide therapy, stem cells)

This isn’t much of a surprise if you’ve been following along with my journey so far.

My first client was a med spa in Denver, and I’m speaking with another right now in Montreal.

But it means that the content I create will address the things that those types of clinic owners face.

Mainly, getting the right type of paitents in the door rather than price shoppers, and low budget bookings.

What’s cool, is they all share a similar client profile.

Someone who gets botox will probably also opt for TRT, and be fascinated with what peptides and stem cells can do for them.

If they happen to be a man, the idea of getting a hair transplant to look younger is also something they’d probably consider.

Besides that, the growing body of science and what’s becoming possible with anti-aging and longevity is starting to sound like its straight out of science fiction novel.

This is a scene I want to be a part of for the next 10 years.

That’s all for today.

Thanks for reading.

Talk soon.

Nicholas

Never Worry About Losing Patients to Clinics With Better Online Visibility Again.

When you partner with my agency, you get a proven, done-for-you system to generate high-value patients consistently.

It’s like setting up an insurance policy that secures your clinic’s growth in the long run because you’ll be visible to patients who are actively looking for the services you offer.

And the longer you dominate the local search results, the more established and recognizable your clinic becomes. (I call it the compound interest of SEO effect.)

Book a call today and I’ll provide you with a free digital marketing audit. No catch. No commitments.

Here’s what we’ll cover:

• What patients in your area are searching for right now

• How your clinic stacks up against your top local competitors

• A realistic timeline to become the most recognized clinic in your market

After the call you’ll have practical, actionable insights you can implement immediately.

Book Your Free Marketing Audit Now

Sunday, March 1, 11:09 AM.

Over the last week I’ve been reading the book Marketing to Mindstates by Will Leach. (It’s becoming one of my favourite marketing books.)

So today I’m going to share what I learned about the 9 Emotional Motivators that will help you build a successful and respected practice in your city.

When you get this right, you’ll have peace of mind knowing that your clinic will always be growing, even in down economies. Now and for years to come.

Most people fail because they speak to functional goals. Things that don’t trigger an emotional response in your patients.

How Do Your Patients Want to FEEL?

Understanding emotional motivators can position your brand as the bridge between where your patients are today and where they want to be tomorrow.

Today we’ll cover:

• 9 Emotional Motivators

• The 3 That Matter to You

• How I’m Using This To Grow a Med Spa

Let’s dive in.

9 Emotional Motivators:

These 9 motivators drive people psychologically and incentivize them to pursue their goals (and make buying decisions).

…And an entire book could be written for each of these 9 human motivators, below is just a brief, high-level definition of each one.

If you’d like to learn more about them, I’d highly recommend checking out Marketing to Mindstates.

1. Achievement:

Achievement is the feeling of being successful, victorious, and proud by overcoming obstacles. Nike is a brand that dominates in this space.

2. Autonomy:

Autonomy is the feeling of being unique and independent and having a feeling of self-determination in one’s actions.

3. Belonging:

Belonging is the feeling of being aligned, accepted, and connected with others. Think Harley-Davidson. They are great at evoking this tribe-like mentality. If you have a Harley, you belong.

4. Competence:

Competence is the feeling of being capable by being qualified, prepared, and skilled in an activity. Home Depot is competence brand. When consumers go into Home Depot, they’re trying to feel competence in a home improvement project.

5. Empowerment:

Empowerment is the feeling of being authorized and equipped to act on desired choices. Will Leach suggests Samsung is an example of an empowerment brand. By showing customers what they could accomplish with their technology—consumers feel in control and can manage their environment.

6. Engagement:

Engagement is the ongoing feeling of being captivated, excited, and interested in an activity. Think of Disney. Consumers buy to engage their senses. The engagement of nostalgia also plays in this space. People like the nostalgic memories more than the actual experience.

7. Esteem:

Esteem is the feeling of being approved, respected, and admired by others. An easy way to spot when someone is motivated by esteem is owning luxury brands like Lexus, BMW, and Rolex. They all channel this emotional motivator.

In addition to luxury brands, social media sites often appeal to people motivated by esteem. Esteem is often what drives people to post photos online and feel good when other users like it.

8. Nurturance:

Nurturance is the feeling of being appreciated, loved, and taken care of by others. It’s also the feeling of having the ability to take care of others. Gerber and Hallmark are great nurturance brands. Those brands build connections with consumers by helping them feel loved by others or nurturing to others.

9. Security:

Security is feeling safe and protected from threats. Home security brands like ADT and life insurance brands like New York Life are strong security brands. People driven by security seek to feel safe and are looking for protection from physical or emotional harm.

Subscribe now

The 3 That Matter to You

Research shows that brands tend to be associated with ONE to THREE of these nine emotional motivators.

(Pro tip: If you try to speak to all nine and tap into the entire market, you end up not speaking to anybody. Your marketing won’t be focused enough.)

After doing some thinking about all my interactions with clinic owners, I’ve narrowed it down to the 3 emotional motivators that matter most to you.

But before I share that, I’m going to share THE GOAL I hear most often in conversations:

• “Get more patients in the door.”

Specifically, they want high-value patients. Not just low-ticket, price shoppers.

But that’s still just a functional goal.

When I dig deeper, the higher level goal is always to:

• “Get out from under the business.”

In other words, not having to worry about marketing and sales. Instead being able focus on what matters to you. Taking care of patients.

Here are the three emotional motivators I suspect are driving most clinic owners and operators:

1. Esteem

2. Security

3. Nurturance

Let me explain why I’ve chosen each of these.

1. Esteem:

Although it sounds superficial when you actually say it out loud—there’s no shame wanting in nice things and being respected.

I myself am motivated by esteem. (I like Rolex watches, flying business class when possible, and riding in luxury cars.)

And the signs that most of you like them too are everywhere…

For example, my dentist drives a Range Rover. (And I’m sure she’s not alone.)

When I first started researching the social media platforms my industry tends to prefer, it turns out it’s Instagram and Facebook. (Two of the most image focused platforms.)

On top of that, attaching the prefix “Doctor” in front of one’s name inherently earns respect and status.

2. Security:

This one was a little trickier to uncover, but when I thought about my past conversations with clinic owners, one of the recurring themes was this specific pain point:

• Most of the time, the marketing responsibilities fall on the clinic owner (founder) OR the receptionist.

Both of which are are usually under qualified.

They’re often desperate to offload while at the same time, they want to feel safe that they are going to get a return on the marketing investments they make.

Often they just don’t know about enough about marketing and so they’re scared to waste time and money on things that don’t work.

And with good reason.

The overhead a clinic faces each month is immense.

From paying salaries to equipment expenses, practices need to make sure their schedules are fully booked.

3. Nurturance:

I’m not gonna lie to you.

I only realized this one while I was writing this newsletter.

I thought Achievement was a stronger motivator, until I physically typed out:

• “Taking care of patients.”

I realized that nurturance (the feeling of having the ability to take care of others) is obviously a strong motivator for you.

(Duh!)

And right then and there I had a flashback…

To when I finished my Invisalign treatment with my dentist and oral hygienist.

We were standing outside the treatment room.

I had just finished a teeth whitening and this would be my final time coming into the clinic after a year and a half of bi-weekly sessions to change trays, run x-rays, and monitor my progress.

They both looked at me and I could feel a sense of pride in them.

They loved helping people have beautiful, functional teeth.

How I’m Using This To Grow a Med Spa

While learning about these motivators and how I can grow my own business. I’ve also been thinking about how I can use this to grow my clients business.

I’m currently setting up a Google Search ads campaign for a Med Spa based in Denver.

In my keyword research I found that when searchers type this into Google:

• Hydrafacial Denver

• Facial for pimples

Both trigger the Map pack and display local med spas.

Both search queries get around 400 monthly searches.

Initially, I was going to build one landing page for Hyrdrafacial denver, and target both keywords.

But now I see that that’s wrong.

While both searchers are looking to get a facial.

Their motivations are very different.

I suspect people who type in Facial for Pimples, are probably motivated by either a sense of belonging (to fit in) or by security (to protect against breakouts and the insecurity they can make you feel).

On the other hand, people who search Hydrafacial Denver are probably more esteem motivated.

Wanting to pamper themselves, and feel sexually attractive to others.

It could also be the security of preventing early signs of aging.

Same goal. Different emotional motivator. Different messaging.

Subscribe now

The Bottom Line

I’m not going to pretend to be some expert on the matter. I’ve only just learned about these, but I can already see all the ways this will affects the way I market my business and my clients.

From the way I speak with clinic owners, to the messaging I use on my website, and the ads/landing pages I use in my clients Google ads.

I hope this was as insightful for you as it was for me.

Talk soon,

Nicholas

P.S. - Feeling unsure if you’re getting a return on your marketing?

Reply to this email with your website URL and I’ll give you a free marketing audit. I’ll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

Share

For about 9 months now, I’ve been using local SEO to help healthcare clinics generate more phone calls and fully book their calendars.

Today I’m going to share how I’m improving my offer to create an even more complete lead generation system.

If you own or manage a clinic, you can implement this system (or hire someone to do it for you) to get high-quality patient bookings.

Most clinic owners get lost in the sea of available tactics… mainly focusing their attention on organic social media or Facebook ads. (Which aren’t the most effective in this industry).

I’ve streamlined a system that, if implemented properly, WILL grow your clinic.

One Software = The Missing Piece to the Puzzle

Today I'm walking you through how I'm turning phone calls into booked appointments:

• Where my offer started (and why it worked)

• The gap I discovered (that made me feel unprofessional)

• What I’m adding to the system

• Why I’m taking this on (even though it means more work for me)

Let’s dive in.

Where I Started: Local SEO That Actually Works

My first client was a referral. A nutritionist based in Montreal. I was really excited to work with him for several reasons.

• There was relatively low competition in Montreal

• I wanted to put my local SEO chops to the test

Within 10 days, I got his clinic to rank in the Google Map Pack. By the end of the next month he was getting 2 qualified phone calls per week from local leads.

It was the beginning of my 4 part patient acquisition system, and it was built on these 4 pillars:

1. Keyword Research

2. Google Business Profile Optimization

3. Website Optimization

4. Backlink & Citation Building

The Problem I Discovered: I Was Flying Blind

But before long, I realized that there was a problem…

I was dependent on Luigi (the nutritionist) to share how many phone calls he was getting.

It felt unprofessional. And I knew I needed to improve my service.

Don’t get me wrong, I could still track Local SEO statistics, and I was able to see when people called directly from the Google Business Profile.

There was data, showing results…

But there were GAPS in my data.

For example, not knowing when people called from the website, or if they just typed the number they saw on their computer and then typed that into their phone.

Not to mention, I didn’t have any sort of automation set up once they did call.

I felt kind of powerless and dependant on my client to accurately share results.

Subscribe now

What I’m Adding: The Missing Conversion Pieces

I put off improving this offer for a couple of reasons.

The first was that I was busy growing businesses.

In the next couple of months, I ended up helping a med spa in Denver break into the Map Pack, as well as helping a couple of friends with their businesses.

I was stress testing the original patient acquisition system.

The second reason I put this off was that I felt a little overwhelmed…

I wasn’t sure where to start. I was pretty sure I’d need to buy and learn a bunch of new software(s).

The good news though, is that since I decided to take on this project, I’ve realized that there’s ONE software that will allow me to completely revamp my service

Introducing: Go High Level

I’ve recently learned, thanks to my buddy Will, that Go High Level basically allows me to add everything that I was missing to take my service to the next level.

Most importantly, it has:

• Call Tracking (so I know how many calls came in and from where)

• AI Voice Agents (So we never miss a call)

• Automated SMS and Email Follow Up (For improving show-up rate + asking for reviews)

Plus, I can manage Google ads from the platform.

This makes it the 5th and newest part of the Patient Acquisition System. Basically improving conversions and performance metrics.

Subscribe now

Why I’m Doing This (Even Though It’s More Work)

The answer is pretty simple…

It’s probably easier for me to learn and implement than you (a busy clinic owner/manager who doesn’t care about marketing).

My goal isn’t to sell a service.

It’s to genuinely help clinics fill their schedules with high-value patients and procedures. That’s what I offer.

I’m a big believer in delivering value and creating an irresistible offer.

After thinking through the clinic marketing funnel and problems we face, adding this is the logical next step.

Because even though my service was bringing in phone calls…

Call tracking and follow ups take growth to a whole other level. It allows us to create better systems and protocols that improve conversion rates.

Which means more revenue at the end of the month.

So I’m learning how to implement and master Go High Level.

The Bottom Line

I’m still guinea pigging this new system.

I’ll share how things go. And until I work out the kinks, I’m still charging the same amount I was before.

If you need help implementing a full lead generation system for your clinic, this is a great time to work with me, because you’re essentially getting a lot more, for a lot less.

I will raise my prices once this beta/trial period is over.

P.S. - Not sure where to start?

Reply to this email with your website URL and I’ll take a look at your current setup. I’ll send you one concrete action you can take this week to start attracting more local patients—no charge, no strings attached.

Share