Increase Profits with Personalization in the New Year: Part II of Our Year-End Checklist

Managing a successful Medspa is a delicate dance between providing exceptional client care and running a thriving business. As this year winds down, take the opportunity to refine your treatment offerings, amplify your marketing strategies, and build stronger, more personalized client relationships. These three areas—staying relevant with cutting-edge treatments, crafting effective marketing campaigns, and creating personalized client experiences—are the keys to standing out in the ever-competitive aesthetics industry.

The evolution of your Aesthetic Practice lies in your ability to blend clinical expertise with sharp business acumen. By focusing on these strategic priorities in addition to those we shared in Part I, you’ll not only maintain but elevate your position in the market, ensuring long-term growth and client loyalty. If you haven’t read Part I, find it here. Let’s take a look at the next set of priorities as we continue with Part II of our end of year checklist:

4. Update Your Treatment Menu: Stay Relevant

The aesthetics industry evolves quickly. Your treatment menu should reflect the latest trends and client demands. According to AmSpa’s 2024 Medical Spa State of the Industry Report, 73% of Patients are repeat Patients, so expanding your services to offer the “latest and greatest” keeps them coming back to YOUR clinic.

What To Do:

• Review your services to see which are most requested and identify gaps where you could add popular (but effective) trends like PDRN, exosomes, or GLP-1s.
• Review the competition on your market. Are they offering services that pull clients from your Practice? If so, map out what it would take to bring those same treatments into your service mix.

Why It Matters:

Staying relevant keeps clients coming back and positions your Medspa as an industry leader. If you don’t have a robust set of services, clients will have to look elsewhere for their treatments. If they go to another clinic for one or two treatments, there’s a high likelihood they may switch entirely in favor of a “one-stop-shop”

Pro Tip:

Survey your clients to find out what treatments they’d like to see offered in 2025. Start with those that have the lowest overhead, and work with sales rep to find opportunities for a trial or introductory offer.

5. Evaluate Marketing Efforts: What Worked and What Didn’t

Marketing is the bridge between you and your clients, but creating an omnichannel strategy can be overly complex and costly. Understanding the impact of your specific efforts is crucial for growth. The average Medical Spa is spending between

5-10% of their top line revenue on marketing efforts according to SagaPixel, but it can vary widely depending on what stage of growth you’re currently in and which channels you are leveraging. The first step to controlling your costs is finding what works and doing more of it and cutting out activities that don’t produce the results you need to justify the expense.

What To Do:

• Review campaign performance metrics, including ROI on ads, social media engagement, and email open rates, but be weary of vanity metrics that don’t equate to conversions.
• Assess referral sources from new clients over the last twelve months and rank those sources from top to bottom. Get rid of the bottom 25%, especially if they are some of the most expensive channels.

Why It Matters:

Focusing on what works ensures your marketing dollars are spent wisely in the new year. If your #1 source is word-of-mouth, spend more on referral programs to encourage existing clients to send in a friend. If your digital ads aren’t converting, that’s typically a large expense that can be replaced with micro-influencers or in-person community outreach that will make an impact.

Pro Tip:

If you aren’t doing SMS campaigns, the best open rates and real time engagement happen via text. The cost per message is extremely small when you consider the potential. Also, plan early for slow months, most often the “J Months,” to add new revenue in 2025. Boosting sales in these months can have a significant impact overall, and it keeps your team busy all year long.

6. Refresh Client Records: Personalize the Experience with Connected Systems

An organized client database is the secret to exceptional service and targeted marketing. According to McKinsey, one of the biggest opportunities to grow in healthcare is leveraging client preferences to personalize communications, treatment plans, reduce wait times, etc. Most often, the missing link is creating an end-to-end data workflow that can give you the information you need to personalize the approach.

What To Do:

• Update client information, review preferences, and flag inactive clients for re-engagement campaigns.
• Start slicing and dicing your data to find Patients who haven’t been in for their next treatment or who have expressed a need but haven’t been treated. This the key to creating personalized client relationships!
• Map your data flow from lead generation to paying client and request for rebooking. Are you able to see the whole picture? Find what’s missing and add the necessary components.

Why It Matters:

Personalized service builds loyalty and helps you target clients with tailored promotions or high-value educational content that creates good will. It

also makes Patients feel like a VIP if they believe someone is looking out for their best interests on a personal level. When you add an unexpected personal touch, it creates a “surprise and delight” moment for your client that boosts loyalty & satisfaction. If your clinic uses connected technology platforms that can automate or minimize the effort to do this, you can have a significant boost to your client engagement without having to invest much time or effort beyond the initial automations.

Pro Tip:

Use your database to create “thank you” campaigns for loyal clients or special offers to reactivate lapsed ones. If you aren’t using a connected systems, linking your EMR data to your CRM outreach efforts can be a herculean chore! We recommend checking out the native integration between Aesthetic Record & LeadAR as a first step in creating personalized workflows that are precisely tailored to your Patients’ data.

Next Steps for 2025 Success

If you’ve made it this far, it means you are already on your way to creating a stellar 2025! It’s okay to set BIG goals and work steadily toward them; just don’t forget to celebrate the small wins along the way. If you are ready to grow in the New Year and take things to the next level, whether that’s adding more providers, expanding your space, adding a second or third location, or really contemplating the private equity route, we encourage you to check out our business retreat Xccelerator: Scale & Sell in Dallas, TX on February 7-9^th. This growth-focused event is for Practices who are eager to do more and are looking for the right resources and advisors to help along the way. Start off 2025 with a solid plan for success and join us: https://aestheticrecord.com/Xccelerator