How to Build Your Client Base for Your Med Spa: A Step-by-Step Guide

In a competitive and ever-evolving industry like aesthetic medicine, building a loyal and growing client base is the foundation of a successful med spa. Whether you're just opening your doors or looking to expand your existing clientele, this guide walks you through proven, specific steps to attract, convert, and retain clients.

There are some fundamental pillars to attracting clients;

1. Set the foundation
   
   1. Define your ideal client
   2. Make sure your online presence is optimized
      
      1. If you’re not super tech savvy - the basics are a Google Business profile, website, and social media profiles
      2. If you are tech savvy - add social media and paid search ads, text and email marketing
2. Build your base with local partners
   
   1. Build business relationships
   2. Join local events
   3. Host workshops
3. Invest in patient relationships 
   
   1. Client Welcome Mailer
   2. Referral and Loyalty
   3. Client Intros

It’s also important to think through items such as:

• Your differentiation and value prop - what are you offering? 
• Your services and what’s working and isn’t - are IVs not a seller, but supplements are? Or maybe botox is low margin?
• Asking a friend or family member or even a stranger for an honest appraisal of your website, location, etc. Walk through it with fresh eyes.  

Below are 18 steps to take to start growing your med spa’s client base!

1. Define Your Ideal Client

Action Step: Create a client persona

Start by narrowing your focus. Who are you targeting—busy professionals seeking anti-aging treatments, brides-to-be preparing for their big day, or wellness-focused individuals exploring IV therapy?

Create a client persona that includes:

• Age range
  
• Income level
  
• Treatment goals
  
• Preferred communication channels
  
• Common objections or concerns
  

Example: "Sophia, 36, works in real estate, makes $120k/year, wants subtle Botox and skincare support, prefers texting, skeptical of 'overdone' aesthetics."

2. Optimize Your Online Presence

Action Step: Do a self-audit of your website, social media, and Google presence.

• Ensure your website is mobile-friendly and has online booking available.
  
• Include before-and-after galleries, real client testimonials, and a clear service menu with pricing.
  
• Create a Google Business Profile and encourage satisfied clients to leave reviews.
  
• Post 3–5x per week on Instagram and TikTok, focusing on:
  
  • Educational content (e.g., “What is microneedling?”)
    
  • Behind-the-scenes videos
    
  • Client transformations (with consent)
    
  • Reels showing your personality and expertise
    

Pro Tip: Use scheduling tools like Later or Canva to pre-schedule 2 weeks of content at once.

3. Offer a First-Time Incentive

Action Step: Create an irresistible new client offer.

First-time offers reduce friction and encourage trial. Examples:

• 20% off first treatment
  
• Free skin analysis or consultation ($50 value)
  
• $50 credit toward their first service when they spend $200+
  

Promote the offer:

• On your homepage banner
  
• On social media highlights
  
• Via email welcome sequences
  

Make sure it’s time-limited to create urgency (e.g., “Offer valid until April 30”).

4. Leverage Email and Text Marketing

Action Step: Set up a basic email and SMS marketing funnel.

• Use your EMR or marketing software to trigger:
  
  • Welcome emails for new subscribers
    
  • Reminders to rebook 3–4 weeks after a treatment
    
  • Birthday/anniversary discounts
    
  • Seasonal promos
    

Sample workflow:

• Day 1: Welcome email with your story and new client offer
  
• Day 3: Skincare tips + featured treatment
  
• Day 7: Reminder about offer expiration
  

Pro Tip: Keep text messages short and always include a booking link.

5. Referral and Loyalty Programs

Action Step: Launch a client referral system.

• Reward both the referring client and the new one (e.g., $25 off each)
  
• Track it in your POS or EMR system
  
• Promote it in-person and via email/social
  

Consider a loyalty point system:

• 1 point per $1 spent
  
• Double points on slow days
  
• Rewards like $50 off or free add-ons at 500 points

6. Partner with Local Businesses

Action Step: Build a list of 10 local businesses to approach for cross-promotions.

Examples:

• High-end salons and fitness studios
  
• Bridal shops
  
• Gyms or yoga studios
  
• Real estate agents (for client gifts)
  

Offer to:

• Host joint events (pop-ups, happy hours)
  
• Swap flyers or business cards
  
• Provide discounts for each other’s clients
  

Bonus: Bring a gift bag with samples or a free consultation voucher when you visit.

7. Create Strategic Referral Networks with Allied Professionals

Action Step: Build partnerships with professionals whose services complement yours.

Think:

• Dermatologists and plastic surgeons (for pre/post-treatment referrals)
  
• Functional medicine or wellness clinics
  
• Therapists and health coaches
  
• Hair stylists, makeup artists, or lash techs
  
• Nutritionists or weight-loss consultants
  

Offer to:

• Send clients their way when relevant
  
• Co-develop care plans (e.g., post-surgery lymphatic massage or skincare)
  
• Provide their clients with a first-visit discount or freebie
  

Bonus: Create custom referral cards with both your logos — makes the connection feel official and trustworthy.

8. Advertise in Local Print + High-Traffic Places

Action Step: Identify key local spots where your ideal client goes.

Ideas:

• Upscale coffee shops (business card bulletin boards)
  
• Yoga/Pilates studios
  
• Community newsletters or country club publications
  
• Real estate welcome packets
  
• Local boutiques and gift shops
  

Don’t just drop a flyer — leave a small stack of postcards with a discount code or QR code that leads to an exclusive offer.

9. Join a Women’s Networking or Professional Group

Action Step: Research and attend a local business meetup, chamber event, or group like:

• FemCity
  
• Ladies Who Launch
  
• Local Chamber of Commerce
  
• Industry-specific masterminds or BNI groups
  

These aren’t just for referrals — they help establish your credibility and word-of-mouth visibility.

Pro Tip: Don’t go in sales-y. Bring a small branded gift bag or offer a free consultation to fellow members.

10. Sponsor Local Events or Giveaways

Action Step: Set aside $100–300/month for community sponsorships.

Sponsorship ideas:

• Donate a gift certificate to a school fundraiser or silent auction
  
• Sponsor a local 5K or wellness event
  
• Provide mini-facials at a bridal expo
  
• Contribute a “med spa experience” to raffle baskets at charity galas
  

Even better — include a bounce-back card in every basket to drive that recipient back in the door.

11. Host a Workshop or In-Person Mini-Class

Action Step: Offer a short, engaging in-person event at your space or a partner’s location.

Topics could include:

• “Intro to Injectables: What to Expect”
  
• “Skincare Myths Busted”
  
• “Glow-Up Tips Before Your Wedding”
  
• “IV Therapy 101: Is It Worth It?”
  

Keep it short (30–45 mins), serve light refreshments, and include a limited-time booking incentive at the end.

Bonus: Ask attendees to bring a friend and give both $25 off their first treatment.

12. Create a Client Welcome or Thank You Mailer

Action Step: Develop a beautifully branded direct mail or printed packet.

Include:

• A welcome letter from the provider
  
• Treatment menu or seasonal specials
  
• Referral card they can gift to a friend
  
• “Come back” voucher if it’s been 3+ months
  

Mail it to new clients, lapsed clients, or people in your area (use EDDM – Every Door Direct Mail through USPS to target neighborhoods).

13. Ask for Client Introductions (the non-cringey way)

Action Step: Train your front desk or providers to say:

“We love clients like you—if you ever have a friend or colleague who’s been curious about Botox/skincare/etc., we’d love to treat them to $25 off their first visit. You’ll get $25 too.”

Have referral cards ready — printed and branded. Many people are happy to refer but forget unless prompted at the right moment.

14. Host Events & Live Demos

Action Step: Plan a quarterly client event or open house.

Include:

• Treatment demos (Botox, HydraFacial, microneedling)
  
• Mini-consults with your providers
  
• Raffles or giveaways
  
• Exclusive one-night-only pricing
  

Promote across email, social, and SMS. Require RSVPs to create buzz and FOMO.

Tip: Partner with a local wine shop or juice bar to co-host and cross-promote.

15. Nurture Your Existing Clients

Action Step: Identify your top 20% of clients and show them extra love.

• Send handwritten thank-you notes or holiday cards
  
• Give early access to promos or events
  
• Ask for testimonials or Google reviews—and reward them!
  

Happy clients are your most powerful marketing tool. Treat them like VIPs.

16. Track Your Marketing ROI

Action Step: Use your EMR or CRM to track:

• Where new clients are coming from (Instagram, referral, Google)
  
• Your rebooking and retention rates
  
• Client LTV (lifetime value)
  

This helps you double down on what’s working and cut what isn’t.

Bonus Tip: Run campaigns on Meta or Google Ads only after you’ve built strong organic systems.

17. Explore Your Local Market + Understand Demand

Action Step: Do a mini-market study to find service gaps or hot trends in your area.

Start by asking:

• What treatments or brands are most popular in my city right now?
  
• What do the top-reviewed local competitors offer?
  
• Are there services everyone is doing — or ones no one is doing?
  
• What types of clients are being underserved (e.g., men, mid-40s, acne-prone teens)?
  

Ways to research:

• Search Google Maps for other med spas and study their reviews and service menus
  
• Join local Facebook groups or Nextdoor and observe the questions being asked
  
• Poll your own clients: “What’s one treatment or product you wish we offered?”
  
• Tip: Look at keywords people are using to find med spa services in your city using tools like Google Trends or Ubersuggest.

18. Diversify Services, Products, and Revenue Streams

Action Step: Add low-overhead or high-margin services + retail products that align with client goals.

Ideas to expand without huge investment:

• IV vitamin therapy or B12 shots (easy to bundle with facials or wellness consults)
  
• Add-ons like LED light therapy, oxygen dome, or chemical peels
  
• Sell medical-grade skincare or recovery kits
  
• Carry supplements aligned with skin, mood, or hormonal health
  
• Offer virtual consultations for skincare routines or pre-treatment education
  
• Launch a membership model with monthly credits and exclusive perks
  

Bonus: Position it as a “360° approach to wellness + beauty” to boost perceived value.

Final Thoughts

Growing your med spa client base isn’t about gimmicks—it’s about clear branding, smart systems, and genuine relationships. Start with the strategies that fit your strengths and expand from there. Stay consistent, track your progress, and always keep your clients at the center of everything you do.

Need Help with Marketing and Client Retention?

If you're using a platform like Optimantra, make sure to activate:

• Integrated CRM tracking
  
• Text and email campaigns
  
• Promo and package tracking
  
• Automated client reminders and reviews
  

You’ve got the tools—now it’s time to use them strategically.

Don’t have an EMR built to help you grow? Try OptiMantra for FREE here.