By treatment name, not by clinic
The brand name of the injectable, the device, the peel. Searchers know what they want before they know who they want it from, which makes treatment pages more important than the about page.
Healthcare
Med spa marketing that gets through the ad review
A clinic arrived here after its Meta account had been restricted twice, having been told it was a platform glitch. It was not. The ads used before-and-after images and implied a personal health outcome, both named in the advertising policies. The imagery that sells the treatment is the imagery the platforms restrict, and the claims that convert are the claims that get an account suspended.
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Marketing does not behave the same way here.
Medical aesthetics sits in the gap between healthcare and retail, and it gets the marketing restrictions of the first with the competitive dynamics of the second. Before-and-after imagery, the single most persuasive asset the industry has, is restricted by the major advertising platforms. Personal attribute targeting, which would let you reach people by apparent concern, is prohibited. Claims about results, which is what the treatment is bought for, run straight into health claim policies and, in many countries, into regulator rules about advertising prescription-only medicines.
At the same time the customer is searching by treatment name rather than by clinic, is extremely price aware, and the business only works when first-time clients become repeat or membership clients.
So the marketing has to be persuasive without the imagery, specific without the claims, and measured on retention rather than on the first booking. The rules are published and specific. They get ignored until an account is gone.
How your customers actually search.
By cost, constantly
Price per unit, per area, per session, and finance options. Price appears in the search itself more than in almost any other health category.
By reassurance, before booking
Does it hurt, is it safe, who administers it, what are the side effects, how long does it last. This is the reading that happens between wanting the treatment and booking it.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- Discovery by treatment name, then comparison across two or three local clinics on price and credentials.
- A consultation booking rather than a treatment booking, because most clinics sell in the room.
- The economics land on the second and third visit, so retention is part of the marketing arithmetic rather than separate from it.
- One combined treatments page, when every treatment is its own search with its own price question and its own set of fears.
- No pricing at all, in a category where price is in the search query itself.
- Nothing about who performs the treatment or their qualifications, which is the main reassurance a nervous first-time client is looking for.
- Before-and-after galleries used as the entire persuasion strategy, which cannot be used in advertising and often cannot be used at all depending on the jurisdiction.
- Search campaigns by treatment name, where intent is high and the platform restrictions are far lighter than on social.
- Creative built on the practitioner, the clinic and the process rather than on results imagery, which is what actually clears review.
- Offer structure aimed at a consultation rather than a discounted first treatment, which attracts people who never return.
- Negatives against training courses, qualifications, careers, at-home kits and the treatments the clinic does not offer.
- Treatment interval reminders, since most injectable and device treatments have a natural return window and the clinic knows exactly when it is.
- Consultation follow-up for people who came in and did not book, which is a large group in every clinic and is rarely worked.
What the report should lead with.
- Consultation to treatment conversion rate
- Repeat rate and average number of visits per client
- Cost per new client against lifetime value, not against first treatment value
- Ad account and page standing, checked rather than assumed
Proof
The closest accounts we have published.
Not a med spa. A pediatric therapy practice, the nearest published account: a local clinic found by people searching for a treatment near them.
My Favorite TherapistsSEO
99.6Ksearch impressions
- 1.72Kclicks
- 99.6Kimpressions
- 12.5average position
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Can a med spa use before-and-after photos in ads?
Generally not on the major social platforms, which restrict images implying a personal health or body outcome, and in several countries the health regulator adds rules of its own about advertising treatments involving prescription medicines. On your own site the rules are usually looser but not absent, and consent for using a client image is a separate requirement from the advertising rules. The safe planning assumption is that your advertising has to work without them.
02 Why did our med spa Meta account get restricted?
In the cases seen here, one of three things: results imagery, copy implying a personal outcome about the reader's body, or targeting that reads as being based on a personal attribute. All three are named in the advertising policies. The frustrating part is that enforcement is inconsistent, so an ad can run for months before it is caught, which teaches clinics that the rule does not apply until it does.
03 Should a med spa advertise a discounted first treatment?
It fills the diary, and it usually fills it with people who do not come back, which in a business whose economics depend on the third visit is a slow way to lose money. Offering a consultation rather than a discounted treatment attracts fewer people and a much higher proportion of them return. Measure it on repeat rate rather than on bookings and the two strategies look very different.
04 Does a med spa need a page for every treatment?
Yes, and this is one of the few categories where that is straightforwardly true rather than an SEO habit. People search by treatment name, each treatment has a different price question and a different set of fears, and a combined page cannot answer any of them properly. A treatment page can also rank where a clinic page cannot.