Welcome to Moving the Needle, your go-to source for digital marketing strategies crafted exclusively for med spas. In this episode, host Chris Fink sits down with Nina Rand, founder of Bespoke Communications, to tackle a challenge med spa owners face all too often: beautiful branding that doesn’t convert.
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If you’ve got the right logo, colors, and a stunning website—but your phone isn’t ringing—you’re not alone. This post breaks down exactly what might be missing and how to fix it.
Why “Pretty” Isn’t Enough
It’s easy to assume that a sleek logo and gorgeous visuals will drive leads. But as Nina points out, visual appeal without clear messaging is just decoration. Many med spas invest in looks before laying the foundation of brand substance—your values, voice, and positioning.
“We start with who you are, what you say, and how you prove it,” Nina explains. “That’s what leads your brand. Design comes after.”
What Makes a Brand Actually Convert?
Here are three pillars of a profitable med spa brand:
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Recognition
Be consistent across platforms—social, web, email—so people start recognizing your message instantly. -
Emotional Connection
Communicate in a way that resonates with your patients’ fears, goals, and transformation journeys. -
Clear Calls to Action (CTAs)
Use platform-tailored CTAs to guide people to the next step—booking, calling, or learning more.
“Being relatable is more important than being popular,” Chris adds. “And being profitable beats being famous.”
Key Takeaways for Each Marketing Channel
Website:
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Focus on user experience. Make info easy to find and act on.
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Speak in patient language—ditch the medical jargon.
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Include real photos, videos, and before-and-after galleries.
Social Media:
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Instagram: Aesthetic, visual-first, behind-the-scenes, and reels.
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Facebook: Longer-form, great for testimonials, promotions, and community building.
Email:
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Be warm, helpful, and personal—like a concierge.
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Segment your list! Tailor messages to first-timers vs. loyal VIPs.
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Use branded visuals and consistent tone.
Paid Ads:
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Lead with core brand values.
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Match your ad message to your landing page—no bait and switch!
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Assume you’re meeting someone for the first time. Build trust.
Avoiding Generic Med Spa Messaging
Most med spas say the same thing. So how do you stand out?
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Develop a distinct brand voice based on how you talk to patients in real life.
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Use signature treatment names to make your offerings unique.
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Feature testimonials and founder stories—they’re your secret weapon for authenticity.
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Create a core message matrix:
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Brand promise
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3–5 supporting messages
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Tailored formats per platform (Instagram = visual, Website = deep dive, Email = warm tone)
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Bonus Tips to Strengthen Your Brand This Week
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Do a mini brand audit
Review all touchpoints—website, social, brochures—and ask: Does this feel like my practice? -
Listen to your team and your patients
Their language and feedback can help refine your messaging fast. -
Use tools like Canva and social schedulers
Branded templates and scheduling reduce stress and help you stay consistent.
Ready to Move the Needle?
Whether you’re rethinking your messaging or building a brand from scratch, remember: consistency + authenticity = conversions. A beautiful brand is a great start—but it’s the story you tell and the trust you build that truly drive revenue.
Want help aligning your med spa’s brand with a marketing strategy that actually converts?
Book a strategy session with Chris
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