Med Spa CEO Podcast Summary Episode: The Strategic Shifts to Scale Your MedSpa in 2025 Release Date: January 8, 2025 Host: Heather Terveen
1. Introduction and Episode Overview
In the January 8, 2025 episode of the Med Spa CEO Podcast, host Heather Terveen delves into the significant strategic pivots she implemented in 2024 to scale her med spa business. Heather emphasizes the importance of evolving business strategies to achieve exponential growth, moving beyond methods that previously served well but are no longer sufficient for the next level.
"What got you here won't get you there, right? What got you to 50k months is not going to be the same as what gets you to 2 to 300k months." [00:00]
2. Key Pivot: From "Book a Call" Funnel to Smaller Training Offers
Heather discusses a major shift from relying on the traditional "book a call" funnel to introducing smaller, more accessible training offers at the top of her sales funnel. This move aims to attract clients who are self-motivated and ready to invest in their growth without the barrier of an initial call.
"I started to sunset the book a call funnel and that I wanted to pivot to a new funnel strategy." [15:30]
3. Rationale Behind the Pivot: Avoiding Sales Team Scaling and Aligning with Ideal Clients
Heather explains that scaling a "book a call" funnel typically necessitates expanding the sales team, which she wanted to avoid. Instead, she sought to align her offerings with her unique strengths in training, coaching, and marketing, focusing on attracting clients who resonate with her philosophies.
"I did not love the book A Call Funnel... I invested heavily in myself by many things, like 20,000 very premium sort of coaching... I don't need a call in order to invest in myself at a premium level." [09:45]
4. Implementation of the New Funnel Strategy and Results
The new strategy involved launching funnels centered around affordable training programs, such as the "Multimillion Dollar Menu Masterclass" and the "Premium Patient Magnet Toolkit." This approach proved highly effective, with clients signing up for the Med Spa Advantage (MSA) without the need for direct calls.
"When you click through, you get these three offers. We started to shift... these smaller offers really shifted the experience for folks who enter my ecosystem." [21:10]
5. Lessons Learned: Refining the Ideal Client and Emphasizing Specificity in Marketing
A critical lesson from the pivot was the importance of honing in on the ideal client avatar. Heather highlights that specificity in targeting allows for creating irresistible offers and magnetic marketing, ensuring that the services attract the right audience.
"The more specific I've gotten with who I serve... the more you will be able to create irresistible offers and marketing and a sales system around attracting more of these folks." [28:50]
6. Enhancing Authority Marketing and Video Marketing Strategies
Heather underscores the significance of authority marketing, positioning herself and her clients as industry experts. She also emphasizes doubling down on video marketing, which has yielded substantial returns through engaging and sometimes polarizing content.
"Doubling down on video marketing... videos are absolutely crushing it." [35:20]
"Growth comes with being visible and sometimes polarizing. You can't please everybody, and that's okay." [44:15]
7. Importance of Visibility and Embracing Polarizing Content
Visibility is key to growth, even if it means occasionally attracting negative feedback. Heather shares her experience with polarizing video ads and how standing firm in her unique viewpoints has ultimately strengthened her brand and attracted committed clients.
"These ads are absolutely crushing it... I'm okay with being misunderstood." [40:05]
8. Plans and Goals for 2025
Looking ahead, Heather outlines ambitious plans for 2025, including launching new programs like "Revenue Generating Teams" and expanding her authority marketing initiatives. Her focus remains on building profitable businesses that provide freedom and impact for her clients.
"Ultimately my ultimate goal in 2025 is to help you all build insanely profitable businesses that allow you to really have the freedom that you're looking for." [50:30]
9. Conclusion and Call to Action
Heather concludes by encouraging listeners to embrace strategic pivots, trust in their vision, and prioritize feedback. She invites audience engagement through feedback and connecting on Instagram, reinforcing the community-focused mission of the podcast.
"Feedback is my love language... let's make 2025 the biggest badass year that you've ever had." [58:45]
Key Takeaways:
- Strategic Pivoting: Transitioning from traditional sales funnels to more scalable, training-based funnels can drive significant growth without the need for extensive sales teams.
- Client Specificity: Clearly defining and constantly refining the ideal client avatar enhances marketing effectiveness and attracts committed clients.
- Authority and Video Marketing: Establishing authority through specialized marketing and leveraging video content are crucial for visibility and brand strength.
- Embracing Change: Accepting discomfort and being open to feedback are essential for personal and business growth.
- Future Goals: Continued innovation and strategic program launches are planned to support med spa owners in scaling their businesses effectively.
For more insights and to join the Med Spa Advantage program, visit heatherterveeen.com/apply.