Summer is a critical time for those of us in medical aesthetics. After the surge of business at the beginning of summer, many practices find themselves in a lull come June and July. Whether from vacations or tan lines, the aesthetics industry tends to see a decline in business over the warmest months of the year.
This isn’t to say that you should sit back and await the arrival of laser season as fall nears; if you want to get the most out of summer and give your business a leg up for the year, then you have to be prepared to make the most of the slower days.
We covered a lot of this in our recent podcast episode, but we thought it would be good to revisit the topic for those of you who prefer a written format. Plus, we wanted the chance to dive a little deeper into some of these ideas… so, here they are, 6 quick tips to make the most of summer at your medspa.
There is no community quite like a local community, and the best way to get yourself known to the people around you — and the people who will be booking consultations and treatments — is to get your business in front of them. This is why our first tip for the summer is to host two or three summer events where you are partnered with other local businesses that offer something different yet relevant to your usual audience.
This gives your medspa a chance to interact with the partner business’s usual customer base and become a familiar name to anyone who hasn’t had the chance to interact with your practice yet. Fitness professionals, real estate agents, stylists, car dealerships, jewelers… the list of potential partners around you might be endless.
Consider a luncheon or some kind of giveaway for the events. Don’t be afraid to rent a DJ or some catering and invest in the event — if done right, you will see a return on the investment, even if it takes a little while for it to appear. These events don’t have to be your biggest and best of the year; in fact, it may even be best to keep the investment for attendees fairly low since many are busy in the warmer months.
The best part (or at least, one of the best parts) of co-hosting is that you get to split all of those overhead and event costs while supporting your local community and target market. It’s a win-win for everyone involved.
“If you’re brand new to aesthetics and you have a small clientele, it wouldn’t hurt to team up with somebody that’s a little bit smaller in your area… I bet you’ll find a way to combine some of those businesses to create a really unique experience for yourselves and also for your clients.” — Kathy Taranto
promoting services that require clients to avoid the sun, focus on those that are summer-friendly. For instance, we’ve found great success with filler promotions. Consider offering a buy-one-get-one-free deal for new clients or a discount on additional syringes for existing clients.
This does not mean offering a discount! You’ll always be better off running promotions for add-ons, packages, treatment stacking, etc. Focus on the value added rather than promoting a cheaper cost.
Partnering with product suppliers can also help minimize costs for your practice. Reach out to your injectables reps and see what promotions they can offer to support your summer sales. Remember, an enticing promotion can draw in both new and returning clients, boosting your revenue during the summer months.
Your team is your greatest asset, plain and simple. Implement a “Get Busy, Stay Busy” plan where each team member contributes to keeping their schedule full. Simple actions like follow-up emails, thank-you notes, and birthday cards can make a big difference.
Encourage your team to reconnect with top clients and offer them a complimentary consultation or give them a quick rundown of a new product you think they’ll love. This not only strengthens client relationships but also provides an opportunity to recommend new treatments or packages tailored to their needs. By keeping your team proactive and engaged, you can ensure a steady flow of clients and maintain high service standards.
Summer can be a slower time for certain treatments and a high-volume peak for others, making it an ideal period for staff training. Use this to your advantage to help enhance your team’s skills and confidence. Send out a survey to identify areas where your staff feels they need more training. Focus on small group sessions to ensure personalized attention and hands-on practice.
Consider introducing new procedures or technologies and letting your team members be the first to experience them. This will not only boost their confidence but also allow them to share firsthand experiences with clients. By starting this process in the summer, you’ll allow your team the time to master services with a low-risk period of practice. In the end, this is a huge advantage for your clinic. Well-trained staff can provide better service, leading to higher client satisfaction and more referrals.
If you need help with the training aspect or want to improve the offerings your practice can provide, check out our suite of training options, which cover everything from online E-courses to in-person training days and virtual training events.
Social media is a powerful tool to keep your audience engaged and informed. Regularly update your social media platforms with event details, promotions, and client success stories. Share behind-the-scenes looks at your team and treatments, and use engaging visuals to capture attention.
In a lot of ways, social media profiles are the new Yellow Pages — if you want people to know you are in business, you have to show up, even if you aren’t getting hundreds of likes or comments.
Encourage your clients to share their experiences and tag your med spa in their posts. User-generated content is incredibly valuable and can provide authentic testimonials for potential clients who are considering your practice.
If you keep endeavoring, the return on the investment will start to show. Building demand over the summer helps ensure you’ll be fully booked with clients who have been waiting to see you.
Finally, it’s crucial to track the success of your summer initiatives. Monitor new client acquisitions, revenue from promotions, and the overall effectiveness of events and training. Use this data to understand what worked well and where there is room for improvement.
Be ready to adapt your strategies based on these insights: change your promotion focus, spend more time training, move the date and time of your events, etc. Continuous improvement ensures that each summer is more successful than the last. By staying proactive and responsive, you can make the most of the slow season and set your med spa up for year-round success.
If you are interested in learning more about the other types of education you can get access to, head over to our online E-course catalog or hands-on training. There, you can find dozens of helpful resources tailored specifically to medical aesthetic practices looking to level up their services, marketing, or operations. Whatever path you choose, we are excited to be here to help guide you through the process.
If you liked this article and want to learn more, listen to our podcast Episode #43 – Quick Tips to Succeed This Summer. While you’re there, listen to other episodes and let us know what you want to hear in our upcoming seasons.
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