Podcast Summary

Podcast: Med Spa CEO

Host: Heather Terveen
Episode: The Growth Assets Every Med Spa Needs to Build Booked-Out Authority (Part 3)
Date: December 31, 2025

Episode Overview

In this third installment of a foundational series, Heather Terveen delves into the key assets and systems med spa owners need to develop “booked-out authority” for 2026 and beyond. The episode’s central premise is clear: sustainable growth and reputation as a standout expert come from building a robust ecosystem—where front-end marketing is tightly connected to back-end delivery—for producing outstanding patient outcomes. Heather focuses on three essential pillars: crafting signature offers, ensuring conversion-optimized processes, and anchoring trust-building marketing assets. Real-world templates and tips are shared throughout, helping owners implement a high-integrity system for growth, differentiation, and profitability.

Key Discussion Points & Insights

1. The Ultimate Goal: Outstanding Patient Outcomes

• Heather opens by framing the core mission: “The goal is to help our customers, clients, patients be able to achieve outstanding outcomes. The backbone of everything that we do… is to actually be able to get the patients that you want to work with from point A to point B.” (00:00)
• All marketing, sales, and business operations must align around delivering these outcomes.

2. Recap of the 3-Part Series

• Part 1: Business Plan and Marketing Philosophy—Aligning business operations, offers, and positioning around being a product of your own process (04:50).
• Part 2: Five Key Marketing Levers—Paid media, organic, content hubs, internal marketing, and on-demand/conversion triggers to ensure consistent monthly growth (05:15).
• Part 3: This Episode’s Focus: The necessary business assets to develop booked-out authority.

3. Pillars of Booked-Out Authority

a. Signature Offers and Patient Avatars

• Develop a “signature menu” of packages, programs, and plans, tailored to specific patient types (e.g., acne-prone teenagers, menopausal women).
• “Never more than 3 to 5 avatars; some of you might only have one or two.” (13:49)
• Use tools/frameworks like “patient365” to define and map out voice-of-customer-driven solutions and signature plans for each avatar.

b. Consult System & Back-End Planning

• Every new patient, regardless of how they enter your ecosystem, should receive a named, structured consult (e.g., using the “CARES” consult system or “five figure consults framework”).
• “You want to have a named consult... your specific consult process that every single new patient, no matter where they come in from, gets to experience.” (21:03)
• Build signature plans as annual roadmaps that combine various offers and recommendations.

c. Connecting Marketing to Delivery

• Front-end offers (such as paid ad specials) must be linked to robust back-end systems—every promotion should have a mapped-out pathway for maximizing patient outcomes and revenue.
• Avoid “crash discounting” (monthly internal discounts that train your audience to wait for deals), but front-end new patient specials are acceptable if intentional and well-integrated.
• “Whatever that offer is, I want you to know on the back end what the signature plan is going to be” (25:50)

d. Trust-Building Assets in Organic Marketing

• Develop educational guides and lead magnets specific to each patient avatar (e.g., “Clear Skin Guide for Teens” or “Glowing Skin Roadmap for Over-40 Women”).
• “It’s not a brochure… you’re sharing some myths, before-and-afters, valuable content, and the guide leads back to your offers with a CTA.” (33:31)
• Pair these with customized email nurture sequences and event invitations.

e. Authority-Building Events

• Host high-impact, avatar-focused events (e.g., acne summits, bridal “glow-up” events) for both prospects and existing patients needing further education or buy-in.
• “These are high-impact events where you are actually internal marketing and getting those folks…into your ecosystem as well.” (38:52)

f. Automated Email Sequences

• Every touchpoint—event signups, guide downloads, new subscriber welcome—should trigger relevant, avatar-specific nurture campaigns guiding patients toward booking consults or accepting premium offers.

Notable Quotes & Memorable Moments

• On the Core Mission:
  “When we tie our revenue, when we tie everything that we do to creating real results, then we know that every marketing and sales and client delivery and offer that we create will be in incredible integrity for our patients.” (02:20)

• On Offer Design:
  “Your signature menu should have packages and [CSPs/BMOs] that are designed for those specific patient avatars in mind.” (13:58)

• On Connecting Marketing & Results:
  “We want the menu and the consult to help all of those people who are coming into the front end actually maximize their results and then maximize the revenue that you are able to achieve with each of those folks.” (19:20)

• On Cheap Specials vs. Strategic Offers:
  “This is different than crash discounting, which is my term for those of you who run discounts every single month organically and internally... That is different than having a front end… new patient special that's running on the front end as well.” (24:08)

• On Staying True to Your Brand:
  “You stay true to who you are, who you designed your practice and clinic to serve, no matter what.” (29:09)

Section Timestamps

• 00:00–02:25: Framing the episode—mission and outcomes focus
• 04:50–06:30: Recap of entire business/marketing philosophy
• 13:49–15:00: Signature offer suite and avatar definition
• 21:03–25:50: Structure of consult systems and connecting paid offers to back-end plans
• 29:09–33:00: Handling price-sensitive leads and staying brand-focused
• 33:00–38:52: Organic trust assets—guides and email nurture sequences
• 38:52–41:30: High-impact events and their role in authority building
• 41:30–end: Summing up the integrated ecosystem and previewing outcomes

Key Takeaways for Med Spa CEOs

• Build Everything with Patient Outcomes at the Center.
• Create a clearly defined “signature menu” for 3–5 main avatars.
• Every ad or organic touchpoint should map to a full consult and plan, not a single discounted service.
• Authority comes from strategic education assets and avatar-driven events, not just flashy discounts.
• Automated nurture, email, and event invites are critical to maximize touchpoints and revenue.
• Stay unwavering in brand values even as you attract more leads—even price shoppers—via paid channels.

This episode provides a high-level yet actionable template for modern med spa owners to create a thriving business that stands out, is consistently booked, and delivers excellence for both patients and practitioners.