Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing.

In this episode, Lauren and I dive deep into one of the biggest pain points we see with med spa marketing: misalignment between goals and strategy.

The truth? You can’t have it all. Every marketing path comes with trade-offs, and this episode will help you pick your pain strategically, so you can align your ad spend, offers, and growth goals for real results.

We break down the real decisions you face between patient volume, lead quality, ROI, and long-term revenue—and why clarity on your priorities is everything.

We talk about...

✅ Why marketing strategy is really about choosing your pain

✅ The difference between short-term ROI vs. long-term revenue growth

✅ When it makes sense to optimize for volume, and when it doesn’t

✅ What happens when you prioritize patient quality over lead cost

✅ The services that naturally lead to better retention (and which don’t)

✅ Why injectables are the gateway to long-term profitability

✅ Real-world examples of promo offers that actually perform

✅ The importance of aligning your goals with your marketing tactics

✅ Why discounting isn’t inherently bad—if you understand the math

✅ How to evaluate your “effective customer acquisition cost”

Whether you're trying to scale fast or build a more sustainable practice, this episode will help you understand the marketing matrix, pick your pain wisely, and grow with intention in 2025.

If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule

Download our FREE ROI calculator here: https://grow.medspamagicmarketing.com/roi-calculator

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https://www.linkedin.com/company/med-spa-magic-marketing/

https://www.facebook.com/MedSpaMagicMarketing/

https://www.tiktok.com/@medspamagicmarketing

If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule-Thinking about buying a new med spa device? Before you invest thousands into the latest laser or machine, watch this video. We break down the most common mistakes med spa owners make when purchasing equipment and how to buy smarter by choosing only what you and your patients truly believe in.In this video, you’ll learn:✅ Why most devices aren’t effective lead generators✅ The real role lasers and devices should play in your med spa✅ Why patient satisfaction matters more than brand recognition✅ How to avoid wasting money on low-retention treatments✅ The one thing device reps won’t tell you about long-term ROI✅ When to treat a new machine as a supplement instead of a core service✅ How to align device purchases with actual client demand✅ What successful, acquisition-ready med spas do differently✅ The mindset shift that protects both profitability and peace of mindIf you’re tempted by shiny new tech or being pitched on the “next big thing,” this video will help you make smarter equipment decisions that support long-term growth and sustainability.Check out our interview with Ben Hernandez: https://youtu.be/pWtZjF2TOQY?si=QVnaN0H2UvyOCxZwFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule-Want clients to love your med spa, not just their provider? This video shares the exact strategies successful med spas use to build long-term client loyalty to the practice, not just the injector—so you can scale beyond a single provider and grow with confidence.In this video, you’ll learn:✅ Why provider-centric loyalty holds your business back from true scalability✅ How to create a signature treatment protocol that ensures consistency✅ The SOPs every med spa needs to deliver a repeatable experience✅ Hiring tips to ensure your team reflects your brand’s tone and energy✅ How to publicly communicate your training and standards to build trust✅ Why marketing the practice (not just the provider) is key to long-term growth✅ How emotional consistency impacts client retention✅ What systems and tech to use to make provider handoffs seamless✅ How to ensure clients feel cared for—no matter who they seeWhether you're growing to multiple locations or preparing for a future sale, this video gives you a proven framework for creating a scalable, consistent brand that clients trust—regardless of which provider they see.Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleIn this episode, Ricky talks with Ben Hernandez, founder of Skytale Group, about what makes a med spa valuable — whether you're selling or not. Learn the profit benchmarks, payroll ratios, rent targets, service mix strategies, and operational habits that create a business buyers want (and owners love). (⁠https://skytalegroup.com/⁠)In this episode, we cover:✅ What a “de-risked” med spa looks like and why it matters✅ Ideal service mix ratios and why 60% injectables is different than 60% weight loss✅ When multi-location expansion helps—or hurts—valuation✅ Common financial benchmarks: payroll, COGS, rent, marketing, and profitability✅ The real impact of provider loyalty vs. brand loyalty✅ Why recurring revenue models matter more than big-ticket one-offs✅ When and how to offer equity to key providers (and what to expect at sale)✅ The rise of wellness services and how to know if your market is ready✅ Qualitative factors that influence valuation: retention, team culture, and more✅ How to prepare your business—even years before you plan to sellThis episode is loaded with strategic insight and actionable advice for practice owners at every stage of growth. This will give you a clearer lens on how to maximize your med spa’s performance, reduce risk, and think like an investor.About Ben Hernandez of Skytale Group (https://skytalegroup.com/)Ben Hernandez is the CEO and Managing Director of Skytale Group, a leading advisory firm specializing in business strategy, M&A, and financial consulting for aesthetics and healthcare organizations. With a background in investment banking, hedge fund management, and healthcare consulting, Ben brings a unique blend of financial expertise and industry insight to every client relationship.He’s a trusted voice in the aesthetics space—frequently speaking at conferences and guiding founder-led practices through the complexities of scaling, valuation, and acquisition. Ben holds a BBA in Finance from Texas A&M and an MBA from SMU’s Cox School of Business. When he’s not advising top-performing practices, he enjoys endurance sports, family travel, and non-fiction reading.Contact Ben Hernandez:https://skytalegroup.com/https://www.instagram.com/skytalegroupllc/https://www.instagram.com/ben.skytale/https://www.linkedin.com/in/g-benjamin-hernandez-385a586/Ben.Hernandez@skytalegroup.comFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, hosted by Ricky Shockley of Med Spa Magic Marketing.Download our FREE 2025 Social Media Guide for Med Spas: https://go.medspamagicmarketing.com/2025-social-media-guideIn this episode, Lauren and I dive deep into what actually works when it comes to organic social media marketing for med spas in 2025, and what’s just a distraction.We walk through a strategic framework you can use to align your social efforts with your business goals whether you’re managing it in-house or outsourcing to an agency.We cover:✅ Why your social strategy should focus on leads and existing patients, not just discovery✅ The content pillars that convert and retain (not just go viral)✅ Who should own the “social media hat” in your practice✅ The role of pinned posts, story highlights, and before/afters✅ A realistic platform prioritization (spoiler: Facebook and Instagram still win)✅ Common mistakes that hurt credibility and waste time✅ A weekly posting blueprint that you can actually follow✅ How to increase trust and booking conversions with the content you’re already posting✅ Why ads, not just organic, are essential for serious growthIf you’ve ever wondered what social media should actually be doing for your med spa, this episode is your no-fluff guide to making it count.For more social media advice, check out our interview with Chris Balbi: https://creators.spotify.com/pod/show/medspasuccessstrategies/episodes/Social-Media-Marketing-for-Med-Spas-Connect--Build-Loyalty--Interview-w-Chris-Balbi-e2t4t9h/a-abnc61eIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleOn this episode, we’re joined by Kirstie Jackson, Director of Education at the American Med Spa Association (AmSpa) and one of the most respected voices in aesthetics business development, leadership, and operations. (https://americanmedspa.org/)In this episode, Ricky and Kirstie dive into what it really takes to compete in today’s crowded market - covering leadership, pricing, provider efficiency, team culture, and how to avoid the hidden pitfalls that lead to burnout and stagnation. With over 20 years of experience working internationally in top dermatology, plastic surgery, and med spa settings, Kirstie has seen firsthand what separates high-performing practices from those that struggle.In this episode, we cover...✅ Why many med spas struggle to justify premium pricing, and how to fix it✅ The real reason patients come back (hint: it’s not just results)✅ How to empower your team to handle discount requests and pricing objections✅ The importance of tracking both inventory and treatment data for growth✅ Why culture isn’t “low-hanging fruit” - and how it fuels retention and revenue✅ How leadership impacts burnout, team morale, and long-term success✅ Best practices for appointment times, provider consistency, and scaling without chaos✅ How to approach memberships, loyalty programs, and in-office events strategically✅ Why delegation, clear org charts, and job descriptions are crucial as you scaleThis episode is packed with powerful insights, operational clarity, and strategic advice for med spa owners ready to lead with confidence and build practices that thrive in any market.About Kirstie Jackson of AmSpa (https://americanmedspa.org/)Kirstie Jackson is the Director of Education at the American Med Spa Association, with over two decades of experience supporting aesthetic dermatology and plastic surgery practices across the U.S. and U.K. Her expertise spans business development, compliance, marketing, patient engagement, team leadership, and more. A former board member of the Association of Dermatology Administrators & Managers, Kirstie is passionate about helping med spas elevate their systems, culture, and profitability from the inside out.Follow Kirstie on social media:https://www.instagram.com/kirstie.aesthetics/https://www.linkedin.com/in/kirstie-jackson-5b8460a5/Learn more about the Women in Aesthetics Leadership Conference: https://americanmedspa.org/women-in-aestheticsFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing.On this episode, Lauren and I break down the most effective and profitable marketing strategies for med spas in 2025 - based on what we’re seeing actually work across dozens of practices we work with every day.Whether you're just getting started or scaling past $3 million per year, this episode gives you a clear roadmap to prioritize your time, ad budget, and growth strategies.We talk about...✅ The 4 key growth phases for med spa marketing (from $0 to $3M+)✅ Why Facebook & Instagram ads are usually the smartest first investment✅ When and how to layer in Google Ads and SEO✅ The biggest mistakes med spas make with email & SMS marketing✅ Why most med spas shouldn’t be spending on SEO too early✅ What marketing tactics are overhyped (like TikTok ads and billboards)✅ How to think about omnipresence marketing when you're ready to scale✅ The importance of opportunity cost when allocating your budget✅ Our recommendations for community involvement and event sponsorships✅ Why a consistent, personality-driven organic presence still mattersDon’t miss this essential conversation on how to scale your med spa smarter, not just bigger, in 2025.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule

Videos mentioned:

More Effective Meta Ads: https://youtu.be/3QC0wA8Z3VQ?si=OS3RBcMZCVS-nFzz

Better SEO For Med Spas: https://youtu.be/Q8nCUOUEv6k?si=ZJyFTH_vZpkqkT-9

If Your Med Spa is Blogging For SEO: https://youtu.be/S29i8SprH5s?si=o8uaHwMi6XzHWS9x

Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleOn this episode, we're joined by nationally recognized injector, entrepreneur, and founder of The Look Aesthetics, Haley Wood (https://thelookfacialaesthetics.com/)With nearly two decades of injecting experience and eight years as a med spa owner, Haley brings a refreshing dose of honesty, passion, and leadership to the conversation. In this episode, Ricky and Haley dive into what it truly takes to build a profitable, values-driven aesthetics practice while nurturing long-term patient relationships and a rockstar team. Haley shares how her clinical expertise, business acumen, and heart for mentorship have shaped her approach to marketing, hiring, device purchases, and patient experience.In this episode, we cover...✅ Haley’s journey from critical care nursing to becoming a nationally recognized injector and practice owner✅ Why authenticity and professionalism matter more than virality on social media✅ The value of clear leadership, team alignment, and having tough conversations early✅ How to create a patient experience that drives loyalty and long-term retention✅ Why your team, not automation, should be the heart of your rebooking and follow-up process✅ The importance of knowing your numbers and tracking profitability, not just revenue✅ Haley’s strategy for device purchases and service planning that keeps her practice growing without overextending✅ How quarterly content planning and branded visuals elevate her marketing✅ Tips for creating a referral-worthy practice culture built on trust and exceptional careThis episode is packed with real talk and actionable insights for anyone looking to grow a med spa that’s both patient-centered and financially strong.About Haley Wood of The Look Aesthetics (https://thelookfacialaesthetics.com/)Hailey Wood is a board-certified Women’s Health Nurse Practitioner, nationally recognized trainer, and the founder of The Look Aesthetics in Franklin, Tennessee. With 19 years of injecting experience and a reputation for delivering natural, long-lasting results, she has been featured by RealSelf as one of the Top 25 Most Loved Injectors. A passionate mentor and speaker, Hailey is known for her commitment to professionalism, team culture, and helping women become financially independent through careers in aesthetics.Haley's book recommendation: https://a.co/d/dU86miRFollow Haley on Social Media: https://www.instagram.com/haleywood_np/?hl=enhttps://www.instagram.com/_thelookaesthetics/https://www.linkedin.com/in/haley-wood-5ab12815/Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing