My friend, I need to start with a reality check that might sting just a little bit.
Every single day your med spa sits in silence on social media, you’re watching money walk out the door without knowing it. And we’re not talking about out-of-pocket money here. We’re talking about thousands of dollars in lost revenue walking away every single day.
Here’s what’s really going to blow your mind: According to industry research, 67% of aesthetic patients discovered their provider through social media, yet the average healthcare engagement rate is 0.99%. That’s well below the 1.22% across all industries.
That might sound like a small difference, but when we’re looking at engagement rates and wanting to improve them, improving it by 0.1% is epic. The reality is most aesthetic practices are missing massive opportunities, and today we’re going to fix that.
The Math That Will Make You Uncomfortable
Let’s start with some numbers that might make you squirm, but stick with me because this is where it gets good.
Think about your average Botox client. They spend $400 to $1,000 per visit depending on where you’re located, and if they’re a good client, they’re coming back every three to four months. What does that cost you in lost revenue from just one client? We’re easily looking at $2,500 per year from one client, and that’s just Botox treatments. Not upselling or natural treatment progression.
Now consider your average filler client. You’re probably looking at anywhere from $600 to $1,600 per visit (possibly much more depending on your pricing), and they come back twice a year. That’s another $2,500+ annually in lost revenue.
Just from one client who likely pairs filler and Botox together, we’re losing $5,000 at the bare minimum.
But here’s where it gets interesting: When someone follows you on social media and you’re posting strategically (the right content at the right time), you’re staying top of mind, building trust, and educating them about treatments they didn’t even know they needed.
The Real Cost of Being Invisible
If you’re silent on social media (posting stock images, posting nothing, or just posting random content to fill appointment slots), you’re essentially becoming invisible. And if you’re invisible, you’re not getting bookings from social media.
Let me tell you about a client who bought a brand new piece of equipment, invested $250K, and then panic mode ensued. The sales rep told her the machine pays for itself, but then she needed to actually get patients to come in for treatments.
When we audited her social media account, she was posting twice a week, maybe once a week sometimes. She had 2,300 followers. That’s 2,300 people who raised their hand and said “I’m interested in what you do.”
I don’t care if you have 200 followers or 200,000 followers. These are people who have shown interest in what you do, and then what happens? Crickets. Posting without strategy, hoping for the best.
The data shows us that 84% of healthcare consumers use social media to research providers. Yet the average engagement rate is in the toilet. In this specific case, we were at 0.45% engagement, which is actually not terrible considering there was zero purpose to any of the posting.
Why the Algorithm Isn’t Your Enemy (But Consistency Is Everything)
Everyone talks about “the algorithm” like it’s some mysterious force working against you. Let’s be real. Unless we’re hearing directly from Adam Mosseri (head of Instagram), we don’t really know what’s going on with the algorithm.
But from extensive testing and working with it, here’s what we can see: The algorithm favors accounts posting four to seven times a week. You need to be consistent, or you’ll see organic reach drop.
Here’s the key insight: If your consistency is three times a week creating three amazing posts, your organic reach stays the same. But when you think “I need to post something today” and throw up random content that gets crickets, you’re telling the algorithm your content isn’t good.
What happens next time you post? Even if you put effort into the next post, the algorithm won’t show it to everyone. It samples your content to a few people who have engaged with you in the past. If they don’t engage, it doesn’t go anywhere.
With 2,300 followers, you’re looking at the smallest percentage actually seeing your posts. If it’s shown to 20 people and they don’t engage, why would Facebook or Instagram show it to anyone else?
The algorithm rewards engagement. If you can get people talking and engaging with your content, you’re going to be ahead of the market. Your door is open, people can see you, and people can walk in.
A Personal Example That Changed Everything
I’m actively searching for a specialist right now, and I’ve been at this for eight months. I’ve found practitioners who tick all the boxes according to their websites, but I cannot get past their social media content.
I cannot see myself in any of the content being put out. The before-and-afters only show one type of client, and the content is done so poorly that unless I’m a 65-year-old woman with really terrible skin, I cannot go with this specialist.
Even though I had a consultation in person and everything checked out—great technique, low-pressure consultation, well done—I cannot get past the social media piece. When you have nothing but poor content telling me you’re only open for business for a certain type of person, that’s exactly what I think.
68% of patients trust their healthcare providers more after engaging with their social media content. Your return on investment starts when you start doing it right, because most people are doing it, but doing it wrong.
The Time Investment Reality Check
You’re thinking: “I don’t have time to be on social media all day. I’m running a practice.” You’re absolutely right. You shouldn’t spend hours every day trying to figure out what to post.
Here’s the thing: Practices crushing it on social media aren’t spending more time. They’re spending their time more strategically.
I had a client who used to spend three hours every Sunday planning social media for the week, sitting on Canva trying to come up with ideas, usually ending up with three posts. The average business spends 5 to 10 hours a week on social media content creation. That’s 20+ hours a month.
If you think your time is worth $250 to $300 an hour (and if you’re a plastic surgeon, it’s much more), you could be spending $8,000 to $10,000 a month just on content creation, hoping for the best.
Now she spends 15 minutes to an hour maximum customizing professionally designed templates and has 30 days of content ready. Her engagement went from 0.8% to 1.3%, perfectly aligned with where we want to be.
What Strategic Social Media Actually Looks Like
When I say “post with a strategy,” what does that actually look like?
Variety Is Essential
You can’t just post before and afters and expect people to book. While I need to see myself represented, I also need educational content that teaches me about treatments I didn’t know existed.
If someone’s on your page looking for one specific treatment, telling them about other treatments they didn’t know existed makes all the difference. Depending on your audience’s education level, most people think Botox and fillers are solutions for everything.
Now people know about Sculptra, Profhilo, Exosomes, PRP, all the biostimulants. They want the “undetectable era.” Those who aren’t well-educated need to know this exists. How else do they find out what they need to know if everything revolves around Botox and fillers?
The Content Mix That Works
You need:
- Educational content that builds authority
- Engagement focused posts that get people talking
- Behind the scenes content that builds trust
- Strategic before and afters that show results
Consistency Over Perfection
Start with three posts per week if that’s all you can do well. The algorithm will reward your account for showing up regularly with solid engagement.
Don’t forget your calls to action, but don’t make everything about the CTA. Educate first. When you educate and say “If you have any questions, send me a DM. I’d be happy to help,” you’re not hard selling. It’s the next logical step.
The Booking Process Can’t Be Broken
Make it easy for people to book. If someone has to work to give you money, they won’t do it.
Don’t make them:
- Call to make a consultation
- Email for information
- Fill out forms that require callbacks
Have an online booking system. Let them book within DMs using tools like ManyChat. Give them the link and send them off. If you make people work hard, they won’t convert.
The Compound Effect of Strategic Content
Here’s what gets me excited about strategic social media: it compounds. Every post you put out lives forever. Every piece of content builds trust and becomes a resource for someone actively searching for a practitioner.
The number of people using Instagram, TikTok, and Facebook as search engines will help you. That’s its own SEO. Even if they find you on Google, the next place they’re going is Instagram. Or they come from Instagram and go to your website. They go hand in hand.
When you have a content library of educational pieces, by the time someone reaches out, they’re 80% to 90% ready to say yes. You’re building authority, educating people, building trust, and becoming the expert in your niche or town.
Your Social Media Audit Assignment
I want you to take action and have a reality check of your social media. Go to your Instagram account and ask:
- When was the last time you posted?
- What was it about?
- Did it have a call to action?
Be honest about what you see.
Then use this framework to score your last 10 posts:
The EATS Framework
Educate: Did this post teach something valuable? (1 point)
Activate: Does it include a clear call to action? (1 point)
Trust: Does it build credibility through results or expertise? (1 point)
Share: Is this content someone would save or share? (1 point)
Add up your total score and divide by 10. If you’re below 2.5, that’s exactly why your social media isn’t driving bookings.
Additional Reality Checks
DM Audit
Look at your DMs from last month. How many consultation requests did you get directly from social media? If the answer is zero or close to zero, we need to fix this.
Revenue Reality
Calculate what just one additional client per month would mean to your revenue. Multiply that by 12. That’s what strategic social media content could add to your annual revenue at the bare minimum.
Time Investment Analysis
Track how much time you spend this week creating content. Multiply that by your hourly rate. If you’re spending more than $500 worth of your time every week on content that scores low on the framework, that’s money you’re throwing away.
The Solution: Strategic Content That Converts
Research shows companies using a social strategy generate 126% more leads than those who don’t. When you implement a strategic approach, you’ll see:
- DMs increase
- Inquiries go up
- Revenue rise
- Brand awareness grow
Remember my client with the new equipment? She started posting daily with strategic content:
- Educational carousels about treatments
- Instagram stories with polls and quizzes
- Behind the scenes content building trust
- Well designed posts showcasing results
Her engagement went from 0.45% to becoming a top performing account. The DMs are filled with consultation requests and questions, and most importantly, there’s a DM strategy to process and respond quickly.
Stop the Money Walking Out Your Door
Every day you stay silent on social media, you’re essentially closed for business to consumers walking past your door. You have nothing in your storefront window indicating who you are or what you do.
Your social media silence isn’t just costing you today’s potential clients—it’s costing you the compound effect of strategic content that builds over time, educates your market, and positions you as the go-to expert in your area.
The practitioners crushing it on social media understand this isn’t about posting more. It’s about posting strategically. They batch content creation, use professional templates designed for their industry, and focus on education over hard selling.
If you want to stop watching money walk out the door and start turning your social media into a client-attracting machine, the time to act is now. Your equipment investments deserve a marketing strategy that fills your schedule and maximizes your ROI.
Start with three strategic posts per week. Focus on education, engagement, trust-building, and shareability. Make booking easy. Track your results.
Your future clients are already looking for you on social media. The question is: will they find a practice that’s clearly open for business, or will they keep walking to your competitor who understands the true cost of social media silence?
Ready to Transform Your Social Media Strategy?
If you’re tired of spending hours creating content that doesn’t convert, I have something that can help. I’ve been working on a solution for practices just like yours who want professional, conversion-focused content without the time investment.
The Med Spa Marketing Vault will give you 30 days of professionally designed content ready in minutes. We’re talking about:
- Carousel posts that educate and convert
- Instagram story templates that boost engagement
- Quote posts that get shared
- Content specifically designed for medical spas and aesthetic practices
- Templates that speak your clients’ language and address their concerns
I’ve been testing this with a small group of practices, and the results have been incredible. Instead of spending hours every week trying to come up with content ideas, these practice owners now have a month of strategic content ready to customize and post.
Join the waitlist at theaestheticsjunkie.com/vault to be the first to know when the Marketing Vault launches.
Stop letting money walk out the door because your social media isn’t working. Your expensive equipment deserves a marketing strategy that fills your schedule and maximizes your ROI.
