Podcast Summary: Med Spa CEO with Heather Terveen
Episode: The Marketing Ecosystem Behind My 2026 Growth Strategy
Date: December 10, 2025
Episode Overview
In this episode, Heather Terveen takes listeners behind the curtain of her business strategy for 2026, detailing the evolution of her marketing ecosystem and offer suite. Heather reflects on foundational changes made in 2024–2025, shares the reasons for pivoting away from a traditional sales team model, and maps out her approach to visibility, scaling, and customer journey in the coming year. Practice owners and med spa CEOs will gain actionable insights into creating scalable businesses that preserve quality of life while achieving financial abundance.
Key Discussion Points & Insights
1. Reflecting on a Business Model Shift
Timestamp: 04:01 – 10:00
- Heather outlines her significant 2024-2025 business model transformation:
- Moved away from a sales team-driven approach to a small-and-mighty team structure.
- Sought to balance close client work with scalable offers that don't require her direct involvement.
- The shift took about a year and a half to fully execute.
- The strategy was rooted in a desire to maintain a high-touch but lean operation and to “become the most expressed version” of herself as a CEO.
- Memorable moment: Heather credits her coach Whitney Kronberger for reframing "audacity" as fully expressing oneself, not just being loud or polarizing.
“What if audacity was just becoming more of your most fully accepted, expressed version of yourself?” (10:14)
2. The Marketing Ecosystem Framework
Timestamp: 11:30 – 14:00
- Heather breaks down her unique “marketing ecosystem” framework, which is also central to her paid programs:
- Front-End Marketing: How new people discover the brand (ads, organic, referrals, PR, collaborations).
- In-Person Experience: The client/patient experience during delivery.
- Internal Marketing/Follow-Up: Ongoing engagement post-purchase or opt-in (emails, upsells, retention).
- Everything within the business is tied to marketing in these three phases.
3. The Front-End: Visibility and Traffic Strategies for 2026
Timestamp: 14:50 – 23:04
- 2025 focused on building a solid foundation (new offers, backend systems), not maximizing visibility or rapid list growth.
- 2026 will “put the pedal to the metal” on visibility and audience growth.
- Core front-end platforms & tactics:
- Meta Ads (Facebook/Instagram)
- Instagram organic
- The podcast (repurposed on YouTube)
- Email marketing
- (Some mention of YouTube, but not in an optimized content creator way)
- Offer types for new customers:
- Low-ticket “tiny offers” (e.g., Multimillion Dollar Menu Masterclass, 10k Consult Playbook, Cash Flow Content).
- Strategic freebie lead magnets and guides—a new focus for 2026.
- Big adjustment: A shift in ad spend: more investment in retargeting and nurturing (warm audiences), less on pure cold traffic.
- In 2025, 90-95% of ad spend was on cold traffic, which limited email list growth.
Key quote:
“One of the mistakes I made in 2025… [was] making sure we are growing our email list more rapidly than we had this past year.” (18:30)
4. The Offer Suite & Customer Journey Mapping
Timestamp: 23:05 – 28:00
- The business functions as a seamless ecosystem:
- Tiny offers and lead magnets feed new leads into the email list and nurture sequences.
- Email automation ensures purchasers consume content and are upsold logically into higher-ticket offers.
- Signature programs now include 3 months' access to the proprietary Ask Heather AI tool.
- 30-day upgrade windows allow customers to apply program investment to the MSA flagship program.
- Ongoing nurture: Customers nearing the end of their Ask Heather AI trial receive offers to continue their membership.
- MSA is a 12-month program with lucrative VIP renewal options.
- Heather emphasizes automation and sequencing as keys to providing a scalable, high-quality client experience.
5. Marketing Lessons Learned & Strategic Pivots
Timestamp: 18:00 – 23:00
- Heather learned that while the evergreen funnel (always-on, non-launch based sales) “crushed it” in 2025, live launches faltered due to lack of list size.
- Identified that her previous ads team was right for the foundational stage but is now moving to a new team to fuel the next growth phase.
- New rule: No more live events unless the email list grows by at least 3,000 new subscribers.
- Audits and careful reflection on funnel performance are pivotal; advises listeners to dedicate time to business audits.
Memorable quote:
“Take the time to do that reflection audit, my friends.” (23:00)
6. Revenue Breakdown & Offer Positioning Update
Timestamp: 32:00 – 34:00
- Big shift: In 2025, only 30% of revenue came from MSA (vs. 80–90% previously). The majority now come from scalable, lower-commitment offers.
- Heather prefers high-touch offers (like MSA and private clients) to be a smaller portion of total revenue, ensuring she works with only her most “driven” clients who have already engaged with her frameworks.
- This new structure filters in clients who are a better fit, have higher implementation rates, and are less reliant on emotional sales calls.
On industry norms:
“I know the majority of our industry… sells their coaching through sales calls, especially higher ticket coaching. Which is fine… But this last year, our clients have blown our minds… because of the front-end marketing that they had to go through in order to get there.” (32:59)
7. Looking Ahead to 2026
Timestamp: 34:00 – End
- Core offers (signature programs, Ask Heather AI, MSA) will remain unchanged.
- Major experimentation and innovation will happen at the top of the funnel (guides, lead magnets, ads, podcast).
- Requirements for future live events are now much more stringent in list size.
- Next episode will be a practical guide for listeners on building their own marketing ecosystems.
Call to Action:
Subscribe and tune in for the follow-up episode, where Heather will show how to implement these lessons in your own practice.
Notable Quotes & Memorable Moments
-
On being audacious:
“What if audacity was just becoming more of your most fully accepted, expressed version of yourself?” - Heather Terveen quoting her coach, Whitney Kronberger (10:14) -
On strategic pivots:
“I wanted to create a business that looked differently than how it looked at that moment and also than how other people were telling me I should build the business.” (06:00) -
On auditing and reflecting:
“Take the time to do that reflection audit, my friends.” (23:00) -
On filtering the right clients:
“The folks who come in now to MSA, who’ve bought a masterclass, who bought a signature program—they are so much more driven. It filters out those folks who maybe could have just emotionally been sold on a sales call.” (32:30) -
On evergreen vs. live launch:
“The evergreen funnels crushed it in 2025. And the live launches were just like… they weren’t that great. And this is why. And it’s because we hadn’t grown our email list enough.” (23:05)
Important Timestamps
- 04:01: Heather explains her shift away from building a sales team to a leaner model
- 10:14: The real meaning of “audacity” for business owners
- 11:30: Introduction of the marketing ecosystem framework
- 14:50: The focus on visibility and what's new in 2026 front-end marketing
- 18:30: Lessons learned in ad spend and why the list didn’t grow fast enough
- 23:05: Evergreen funnel success and the importance of reflection audits
- 27:36: New signature program offer structure and journey mapping
- 32:00: Revenue breakdown changes and the benefit of filtering clients
- 34:00: Preview of next episode and final remarks
Final Thoughts
Heather’s candid breakdown of her 2026 strategy is both a roadmap and masterclass in modern, scalable business for med spa CEOs. Her willingness to learn from missteps, invest in reflection, and share both wins and challenges makes this episode an indispensable listen for ambitious practice owners ready to rethink their own marketing ecosystems.
Don’t miss the next episode for hands-on guidance in applying these principles to your own business!