Medspa owners know that it can be difficult to capture (and keep!) people’s attention, especially in a crowded market. In the U.S., there are more than 10,000 medspas across all 50 states, with growth in this $15 billion industry showing no signs of stopping. Despite consistently providing quality care, the competition is fierce, making it harder than ever to stand out. You need something that shows people what makes you different before they even step through the door: you need a signature treatment protocol. 

Aptly named, a signature treatment protocol is something unique to you. It’s something that only your practice offers, setting you apart from others in your area. While competitors might offer the same treatments or services, the modus operandi — the techniques you use, the comfort measures you take, and the pre- and post-op guidelines you prescribe — is yours alone. 

At MINT Aesthetics, we help medspa owners stand out with strategies that drive growth and build memorable brands. Creating your own signature protocol takes thought and creativity, but once you do, you’ll have a signature treatment experience that keeps patients coming back. 

Developing Your Signature Treatment Protocol

You have freedom and flexibility when creating a signature treatment protocol, limited only by your imagination and service offerings. However, a little bit of planning goes a long way toward ensuring that whatever you come up with is safe, effective and appealing to patients.

To get started on the right path, ask yourself the following questions:

What’s my USP?

Your unique selling proposition, or USP, is what sets you apart from others. It’s the reason patients should choose your medspa and reflects your practice’s strengths, values and approach to care. It’s not enough to say you offer “personalized treatment plans” — nearly everyone does. But if you specialize in treating a specific skin type, invest in the latest technology or provide an exceptional patient experience, that gets you closer to a USP with real depth. 

Here’s how you can go about finding your medspa’s USP:

  • Make a list of your differentiators, and be specific. During this process, consider every possible USP you can think of and whittle them down later. 
  • Research the competition. To know what makes you unique, you have to know what your competitors offer and how they’re positioning themselves. 
  • Understand the needs of your patients. Identify the problems your treatments or services solve, along with any gaps left by competitors. 
  • Craft a clear and concise message. The goal is to communicate the value your practice provides to patients. 

Without a strong USP, any signature protocol you create may fall flat, lacking the context that makes it meaningful. Your USP defines why your medspa is different, and your signature treatment protocol shows that difference in action. 

What do my patients actually want?

Your signature treatment protocol should solve a problem your patients actually care about. If it doesn’t, it won’t gain traction, no matter how well-crafted it is. Understanding what your patients want helps you choose the right combination of modalities and add thoughtful touches that matter to them, whether it’s comfort, aftercare or minimizing downtime.

No one knows what your patients want better than, well, your patients. Talk to them one-on-one or conduct a survey to gather their thoughts, and consider adding some sort of incentive, like a free gift, a modest discount or the chance to win a free treatment. You can even ask existing patients to demo your signature treatment protocol and provide feedback on what works and what doesn’t, giving you an opportunity to hammer out any kinks. 

Your providers also have a good idea of what patients want. They likely hear the same concerns over and over again in the consultation room or during the recovery process (Is the downtime too long? Does it take too many treatment sessions to see meaningful results?), so lean on their expertise when crafting your signature treatment protocol and ask for their input. 

What would my medical director say?

Patient safety and results are everything. Whether your signature treatment protocol involves combining procedures or specific aftercare guidelines, it’s important to make sure that each step works together in harmony. The right pairings can enhance both recovery and results while minimizing the risk of unwanted complications. 

Your medical director is your co-pilot in this process. Collaborate with them to draft detailed SOPs and maintain a high standard of care. Update and refresh your protocols as needed to stay current with industry trends, newly released technologies and safety guidelines.

What is my team capable of?

Another important variable to consider when crafting a signature treatment protocol is your team’s expertise. Even if they haven’t spent much time with advanced technologies like lasers yet, your providers can be empowered with the right training. At MINT Aesthetics, our e-courses, hands-on demos and expert-led sessions can give your team the skills and knowledge they need to perform treatments with confidence and master advanced concepts.

Outside of ensuring they can perform every step of your signature treatment protocol consistently and effectively, train your team to become in-house advocates and marketers. Their everyday interactions with patients are some of the best opportunities to promote your unique offering.

Marketing Your Signature Treatment Protocol

After you’ve gone through the hard work of creating a signature treatment protocol, all that effort goes to waste unless you tell people about it. Your signature protocol is unique, effective, and differentiates you in a competitive market, so don’t be afraid to shout it from the rooftops: post about it on social media, feature it on your website and promote it in local advertising. Email and SMS campaigns are also effective for attracting new patients and giving existing ones a nudge to try something new. No matter which strategy you choose, be consistent in both your marketing and treatment outcomes. Do that, and word will spread.

Do I Need to Trademark My Signature Treatment Protocol?

The question of whether or not to trademark your signature treatment protocol is nuanced. You can’t trademark the actual steps of a treatment (unless it’s a novel process, then you can apply for patent protection, which is different), but you can trademark the name or branding. 

Trademarking your signature treatment protocol involves filing with the U.S. Patent and Trademark Office (USPTO) and paying a fee. While not strictly necessary, it does improve brand recognition and prevent competitors from marketing a service under the same name.

Train Smart & Grow Faster With MINT

At MINT Aesthetics, we give medspas like yours the knowledge and expertise they need to launch signature treatment protocols. If you’re ready to set your practice apart, schedule a free e-course demo or explore our training options. With four ways to train, we offer something for everyone, each designed to fit your needs, budget and growth goals.