Building a Premier Medspa in Rural America
The Client
A newly launched medical aesthetics and wellness practice opened its doors in a rural community with predominantly lower to middle-income demographics. The ownership team consists of a hands-on nurse practitioner and a hands-off medical director who oversees compliance but does not provide services or see patients. The practice features a stunning, high-end buildout with multiple treatment rooms—designed to rival urban competitors—but faces unique challenges due to its location and local market unfamiliarity with medspa services.
The Problem
- Market Education Gap: Most potential patients had little to no experience with medical aesthetics or wellness services.
- Geographic Isolation: The practice is located far from any metropolitan area, limiting exposure to trends and slowing initial growth.
- Talent Pool Limitations: Few local candidates had prior experience in medical aesthetics, making recruitment difficult.
- Large Buildout: The expansive space required strategic planning to avoid underutilization and financial strain.
The Solution
1. Targeted Digital Marketing
- Partnered with a medspa-specific website and SEO firm.
- Used advanced SEO strategies to reach zip codes 30–60 minutes away, where patients were already traveling for services.
- Built a recognizable brand across all social media platforms to increase visibility and trust.
2. Community Integration
- Joined local clubs and community groups to build relationships and educate potential patients.
- Cross-promoted with complementary businesses (e.g., salons, boutiques, fitness centers).
- Launched a detailed one-year marketing calendar to align social media, in-practice promotions, and community events.
3. Purposeful Recruitment
- Crafted job descriptions focused on attitude, adaptability, and customer service rather than prior aesthetics experience.
- Invested in extensive training to turn hires into confident, knowledgeable brand ambassadors.
- Took time to recruit providers with some experience and a strong desire to grow through sales and clinical training.
4. Space Optimization
- Filled unused rooms with contract professionals offering complementary wellness services:
- A seasoned massage therapist
- A scalp and hair loss specialist
- A weight loss medical provider offering GLP-1s, hormone therapy, peptides, and IV infusions
Looking Ahead
With momentum building and a solid foundation in place, the practice is poised for continued growth. Future plans include expanding service offerings, hosting educational events, and deepening community ties to further solidify its reputation as the area’s premier wellness destination.
The Results
- Grand Opening Success: Hundreds attended, and the event was featured in local news. One guest called it “the event of the year.”
- Strong Patient Retention: Thanks to a well-trained, passionate team, patients are returning and referring others.
- Revenue-Generating Space: All rooms are now utilized and profitable, with room for future expansion.
- Team Cohesion: Staff members are aligned in mission and energy, creating a consistent and elevated patient experience.
- Regional Recognition: The practice is quickly becoming the go-to destination for medical aesthetics and wellness within a 50-mile radius.
Receive my Strategic Practice Success Plan!
Complete the form for your custom Patient Journey Map!
