Podcast Summary: Med Spa CEO with Heather Terveen

Episode: Why Every Premium Practice Needs A Media Arm (& How to Build Yours Without Overwhelm)
Date: August 20, 2025
Host: Heather Terveen

Episode Overview

In this episode, Heather Terveen dives into why having a robust media presence is now essential—not just a bonus—for premium med spas and clinics. Drawing from both her professional experience and personal examples from her family, Heather lays out how media (especially video) can drive growth, establish authority, and attract the right clients. She emphasizes practical steps for owners to start their own "media arm" without feeling overwhelmed, and debunks myths around content creation by sharing mindset shifts and actionable strategies.

Key Discussion Points & Insights

1. The Necessity of a Media Presence for Today's Practices

• Media is no longer optional: Heather observes a shift over the past decade, where social and digital media have moved from being “nice to have” to a non-negotiable for any business wanting to compete at a premium level or be seen as an expert.
  • “There’s no way around it. Having a media presence is equivalent to having a, you know, point of sale…having a website.” (08:49)
• Comparison to Past Decades: She notes that what was once just about having curb appeal (a nice website, basic Instagram) is now about active, consistent media production (09:20).

2. Leveraging Personal Examples: The Role of Media in Different Arenas

• Personal anecdotes:
  • Her art-driven daughter: Heather’s daughter, a high school junior and artist, had to establish an Instagram presence to support her art nonprofit—even though she’s “a total old soul” and dislikes social media. (02:40)
  • Her athletic daughter: Pursuing college softball now requires media visibility—a significant change from Heather’s husband’s era in college sports recruiting. (06:02)
• Broader Implications: These stories highlight that from charities to sports to business, media presence is now baseline for opportunities.

3. Industry Analogies: Learning from Other Fields

• Interior Design & Studio McGee: Heather references Studio McGee’s rise—from an unknown to a national brand with major deals—explaining their rapid growth stemmed from early and masterful use of video content, not just superior skills. (12:00)
  • “It’s not because they had the most experience…It was because they doubled down on having a media presence.” (13:22)
• Application to Aesthetics: Like design, aesthetics is a visual, aspirational field where authority is built by consistent media output.

4. Overcoming Overwhelm: Mindset Shifts for Media Creation

• Produce Content from Everyday Operations:
  • “Everything you do can be content. Stop making it complicated.” (15:08)
  • Any consult, question, objection, client win—these are all content opportunities.
• Lean Systems Over Perfect Production:
  • Heather cautions against mimicking professional content creators.
  • “You want to have a really easy, lean production system that is easy for you and your team to just create content around what you are already doing every single week.” (16:58)
• Strategic, Not Trend-Driven:
  • While trendy videos can help occasionally, the most effective media focuses on signature offers and real client stories.
  • “Trying to chase the trending audios and tracing the trends...Sometimes that can work, right?...But I know that if you create content with your best clients and patients in mind…That always works.” (19:40)

5. Content Creation Blueprint for Practices

• Identify your audience: Know exactly who you want to attract ("the humans you want to attract more of") and center content around this group. (20:47)
• Signature Offers: Feature the procedures and packages you want to “become known for.”
• Content Mix:
  • 70-80%: Educational, client-centred, authority-building
  • 20-30%: Personality, trend-based or experimental content
• Team Involvement: Regularly include your team in content brainstorming and production (18:44).

6. Content Distribution: The Most Common Hurdle

• Consistent, Broad Repurposing: Distribute content across all platforms (Instagram, TikTok, Facebook, email, website).
• Repeat Core Messages:
  • “You 100% are going to feel like you're repeating yourself a lot. I want to give you all permission to repeat yourself a lot.” (21:41)
  • The best brands are consistent with core messaging—variation comes from storytelling, analogies, and client success stories.

7. Tools and Solutions

• Ask Heather AI: Heather quickly spotlights her AI tool designed to help med spa owners:
  • Develop signature offers
  • Train teams for high-ticket consults
  • Write distinctive, attractive messaging

Notable Quotes & Memorable Moments

• On Evolving Media Expectations:
  • “10, 15 years ago, [a media presence] was a nice to have. Now, it's a have to have, not a nice to have.” (08:49)
• On Content Simplicity:
  • “Everything you do can be content…Stop making it complicated.” (15:08)
• Permission to Repeat:
  • “You 100% are going to feel like you’re repeating yourself a lot…I want to give you all permission to repeat yourself a lot.” (21:41)
• On Trends vs. Substance:
  • “I 100% know that the type of content I just shared with you about…your real clients and patients…that 10 out of 10 works. Trying to chase the trending audios and tracing the trends…Sometimes that can work…But I know that if you create content with your best clients and patients in mind…That always works.” (19:40)
• On Content Distribution Hurdles:
  • “The Achilles heel for many of you is how are you going to distribute the content consistently in a way where you're maximizing how it is repurposed through all of your digital real estate.” (20:47)

Timestamps – Important Segments

• [03:00]: Personal story – Art for Art nonprofit and necessity of social media for causes/endeavors
• [06:02]: Shift in college sports recruiting—media presence now expected
• [08:49]: Evolution from basic digital “curb appeal” to must-have, consistent content creation for practices
• [12:00]: Studio McGee case study: how media presence eclipses years of expertise
• [15:08]: “Everything you do can be content”—core mindset shift for stress-free content creation
• [16:58]: Lean systems, not professional creator perfectionism, are key to sustainable content production
• [18:13]: How to create strategic, client-focused video content
• [19:40]: Why following trends is less important than original, client-centered content
• [21:41]: Permission to repeat yourself—building a strong, consistent brand voice

Final Takeaways

Heather Terveen convincingly demonstrates that a consistent, authoritative media presence is now fundamental for premium med spas aiming for long-term growth. Instead of being overwhelmed or striving for content perfection, owners should focus on leveraging everyday practice moments, engaging their teams, and repeating core messages. The tools and mindsets provided in this episode make launching a “media arm” not just possible but manageable—even enjoyable.