Episode Overview

Podcast: Med Spa CEO
Host: Heather Terveen
Episode Title: How to Create the Signature Menu That Makes It Easy for Clients to Say Yes
Date: October 22, 2025

Heather Terveen, strategist and mentor to med spa leaders, unpacks a transformative approach to building a med spa’s menu. She shares why crafting a "signature menu" centered on client transformation—rather than a mere price list—dramatically enhances profitability, guides better consultations, and streamlines marketing. The episode delivers a practical process for mapping patient journeys from current struggles to desired outcomes, ensuring every team member can confidently sell high-value packages and memberships.

Key Discussion Points & Insights

The Transformation-Centered Business Model

• Focus on Results, Not Just Services

  • Heather emphasizes that every service-based business should be "helping certain humans get from where they are now to where they want to be." (00:00)
  • The more a business obsesses over client transformation, the more inspired and profitable it becomes.

• Menu as a Psychological Tool

  • The menu should be viewed as a tool to communicate transformation, not just a list of services or prices.
  • Bundling services into packages or protocols makes the client journey clear and appealing.

The Problem with Traditional Menus

• Decision Fatigue

  • Citing research, Heather states, "Decision fatigue reduces purchases by about 40%." (05:06)
  • Overwhelming lists lead to fewer sales; streamlined, outcome-based offerings drive higher conversion.

• Industry Data on Bundling

  • AMSPA research shows that bundling services increases annual client spend by 25–40%. (05:18)
  • Focusing on "average visit value" and "lifetime customer value" leads to sustainable growth.

Building the Signature Menu: Step-by-Step Framework

• Patient Journey Mapping

  • Use "stick figure" mapping with Point A (client’s current problems) and Point B (desired results/outcomes). (06:31)
  • Example: For a 47-year-old woman, list issues like "dull skin, laxity, dark spots, jowling" (09:24), and target outcomes such as "brightened, tightened, glowing, refreshed" (10:05).

• Categorize Services According to Patient Types

  • Identify 3–5 patient avatars (e.g., acne sufferers, menopausal women, body sculpting clients).
  • For each, break down their struggles and match them to aspirational results.

• Design Packages, Programs, & Memberships

  • Use CSPs (Comprehensive Signature Packages) and BMOs (Branded Mini Offers) as outlined in Heather’s CVS menu framework.
    • Quote: "Those CSPs are comprehensive signature packages. Those BMOs are those branded elevated mini offers." (10:27)
  • Dump every treatment and product into potential protocols without limiting recommendations by assumption.

• Craft Consults & Marketing Hooks from This Framework

  • Menu mapping gives clear consult scripts and endless marketing "hooks."
    • Quote: “If I'm talking to somebody who has dull skin, dark spots, jowling...in your content, it's like Dan Kennedy says, it's that dog whistle. You are calling in that very specific person.” (11:18)

• Menu as a Team Selling Tool

  • Clear packages empower all team members—even new injectors—to confidently sell, as they understand the transformation journey.
    • Quote: "This helps you ensure that everybody on your team actually understands, okay, these are the problems and the solutions that our ideal people are coming to us for." (12:34)

Annual Consults & Long-Term Relationships

• The 'Patient365' Model

  • Heather advocates offering a one-year roadmap for every client, emphasizing annual consults to build long-term loyalty.
    • Quote: “I am obsessed with you guys having annual consults and having a one year roadmap that you give every single patient.” (07:52)

• Reverse-Engineering Offerings

  • Encourage practices to start with their ideal patient type and build the menu, consult flow, and marketing accordingly.
    • Quote: “You get to decide who it is you want to serve. So choose wisely who you want to attract more of.” (15:54)

Memorable Quotes & Moments

• “Decision fatigue reduces purchases by about 40%.” (05:06)
• “When you bundle or put protocol driven things together, those practices see 25–40% higher annual spend per patient.” (05:18)
• “Your menu is a psychology tool, not a design tool.” (12:20)
• “[In content creation,] it's like Dan Kennedy says, it's that dog whistle. You are calling in that very specific person.” (11:18)
• “You get to decide who it is you want to serve. So choose wisely who you want to attract more of.” (15:54)

Important Timestamps & Segments

• 00:00–01:29: Introduction to transformation-centric business model
• 05:06: Research and statistics on decision fatigue and bundling (key data segment)
• 06:31–07:52: Visual mapping of patient journey and introduction to the Patient365 concept
• 09:24–10:27: Detailed patient problem and outcome mapping
• 10:27–12:34: Explanation of CSPs, BMOs, and their use in menu design
• 13:55–15:54: Guidance on who to serve and reverse-engineering menu and consults
• 15:54–17:45: Final motivational call to action for listeners

Action Steps & Takeaways

• Audit Your Menu: Identify if your current menu communicates transformation or merely lists services.
• Map Key Patient Types: List out their problems and desired outcomes.
• Create Bundled Offers: Develop signature packages and programs tailored to each patient journey.
• Align Consults & Marketing: Ensure all team members and your content reflect the signature menu’s focus.
• Commit to Annual Consults: Build loyal client relationships and higher lifetime value.

Summary Tone:
Empowering, practical, and results-driven—with Heather’s approachable, motivational style shining throughout. This episode offers both mindset shifts and concrete steps for med spa owners to transform not only their profits but their daily fulfillment and patient impact.