Podcast
Med Spa Success Strategies
Hosted by Ricky Shockley · EN
Welcome to the Med Spa Success Strategies Podcast - where med spa & aesthetics practice owners come to discover strategies and tactics that help them better market and manage their practices so that they can grow, scale and have more financial freedom.
113episodes
Episodes
Newest firstAll episodes
Why Med Spas Aren't Growing Like They Used To - And What To Do About It
3d ago00:18:17Summary readyDownload the FREE “Shrinking Slice” Market Report & Action Guide Here: https://medspamagicmarketing.com/wp-content/uploads/2026/05/The_Shrinking_Slice-Client_Briefing.pdfWhy are so many med spas feeling stuck right now, even though the aesthetics industry keeps “growing”?In this episode, I break down one of the biggest realities med spa owners are facing in 2026: competition is exploding faster than demand. More med spas are fighting for the same patients, and many practices are feeling the pressure through rising acquisition costs, stagnant growth, lower retention, and tighter margins.I walk through the market data behind what is happening, why so many practices feel like they are working harder for the same results, and most importantly, what the top-performing med spas are doing differently to continue growing in a crowded market.This episode covers the exact shifts practices need to make if they want to stand out, increase retention, improve profitability, and grow their slice of the pie in a highly competitive landscape.You will learn:✅ Why the med spa market feels harder today than it did 5 years ago✅ The “shrinking slice” problem affecting med spas across the country✅ How increased competition is impacting growth and profitability✅ Why retention and rebooking matter more than ever✅ The biggest mistakes practices make with consults and patient relationships✅ How top-performing med spas increase average patient value✅ Why branding is no longer optional in aesthetics✅ How commoditization pushes practices into price competition✅ The importance of positioning providers, not just services✅ Why aggressive marketing and advertising are becoming necessary to growIf your med spa feels like growth has slowed down, your market feels saturated, or you are wondering why things feel harder despite strong marketing efforts, this episode will help you understand what is happening and how to adapt before your competitors do.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryStop Selling, Start Educating: Med Spa Consults, Pricing, & Building Trust w/ Raquel Merlini
6d ago00:54:13Summary readyWelcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleIn this episode, Ricky sits down with returning guest Raquel Merlini, owner of R Skin Aesthetics (https://rskin.net/) , to discuss one of the biggest differentiators between thriving med spas and struggling ones: building trust through education, patient experience, and strong team culture.With more than 15 years in the aesthetics and plastics industry, Raquel shares her philosophy on consults, pricing, patient loyalty, provider training, leadership, and creating a med spa experience that keeps patients coming back for years.This conversation dives deep into how med spas can improve retention, avoid transactional selling, navigate staff turnover, create consistent patient experiences, and scale without sacrificing quality or culture.In this episode, we cover:✅ Why the best med spa consults focus on education instead of “selling”✅ How to build patient trust without sounding salesy✅ The consult framework Raquel uses to increase retention and long-term loyalty✅ How to present treatment plans without pressuring patients✅ The importance of “good, better, best” treatment planning in a med spa✅ Why customer experience starts long before the injector enters the room✅ How front desk staff directly impact med spa retention and reviews✅ Managing injector turnover and protecting med spa culture during growth✅ The balance between systems/processes and hiring the right people✅ How top-performing med spas maintain consistency across providers✅ The role vendor relationships and reps can play in med spa growth✅ Why natural-looking results and treatment philosophy matter for branding✅ How social media positioning helps attract the right med spa patients✅ Building a 5-star med spa experience that patients talk about and referIf you want to build a med spa that creates loyal patients, empowers providers, improves retention, and grows through trust instead of pressure, this episode is packed with practical insights you can immediately apply to your practice.About Raquel Merlini & R Skin Aesthetics (https://rskin.net/)Raquel Merlini is a registered nurse and Certified Aesthetic Nurse Specialist with more than 15 years of experience in the plastics and aesthetics industry. She is the founder of R Skin Aesthetics in Birmingham, Michigan, where she specializes in Botox, filler, laser resurfacing, and skincare while leading with a strong emphasis on integrity, education, and patient relationships.In addition to treating patients, Raquel mentors aspiring aesthetic providers, offers Botox training, and actively supports women through her Pay It Forward scholarship initiative for single mothers and women overcoming adversity.Learn more about Raquel and R Skin Aesthetics:https://www.instagram.com/rskinadmission/https://www.instagram.com/rskinaesthetics/https://www.instagram.com/rskinnurseraquel/https://www.tiktok.com/@rskinaestheticshttps://www.linkedin.com/in/raquel-m-14947b21/R Skin Google Reviews: https://tinyurl.com/3kpzx348Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryWednesday Thoughts: Future-Proofing Your Med Spa - The Secret to Creating Actionable SOPs
1w ago00:04:20Summary readyIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleIn a growing med spa, one of the biggest hidden bottlenecks is answering the same questions over and over again. Whether it’s handling patient objections, explaining profitability metrics, or training new team members, too many practices rely on one-to-one knowledge sharing instead of creating repeatable systems.In this episode, I break down why documenting your processes is one of the most overlooked ways to scale your med spa, improve consistency, and future-proof your business.You’ll learn:✅ Why undocumented knowledge creates inefficiency as your practice grows✅ How actionable SOPs can reduce repetitive training and team dependency✅ The difference between a “sloppy document” and a truly usable system✅ Why templates, frameworks, and walkthroughs make SOPs easier to execute✅ How documenting objection handling and communication improves consistency✅ Why scalable systems increase the long-term value of your businessMost med spas focus on automation and AI, but one of the most powerful ways to save time and scale successfully is to create systems your team can actually follow. The practices that grow sustainably are not the ones relying on memory, but the ones building repeatable, actionable processes that anyone on the team can execute consistently.Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
Summary18 Meta Ads Fixes for Med Spas: Lower CPL, Fewer No-Shows, Better Leads
2w ago00:20:55Summary readyMost med spas are running Meta ads, but very few are actually optimizing them the right way. The difference between average results and truly scalable performance usually is not a brand-new strategy. It is fixing the small inefficiencies that quietly drive up your cost per lead, increase no-shows, and lower overall patient quality.In this episode, I break down 18 of the most impactful Meta ads fixes we use internally to troubleshoot and improve performance across our med spa clients. From lowering CPL to improving conversion rates and attracting higher-quality patients, this is a practical, step-by-step framework you can use to identify exactly what is holding your campaigns back and how to fix it.You will learn:✅ The two fastest ways to increase booking volume when your schedule is not filling up✅ Why offer structure and pricing have a massive impact on your cost per lead✅ How audience size and geographic targeting can quietly drive up CPL✅ A simple reframe that can dramatically improve ad performance without changing the service✅ What to adjust in your creative (video vs graphic) to improve results✅ How to fix high no-show rates with better confirmation and nurture sequences✅ Why your website, reviews, and Instagram can make or break conversions✅ The importance of speed to lead and how it directly impacts booked appointments✅ Common sales mistakes that hurt conversion rates and how to correct them✅ When to narrow vs expand your targeting to improve lead quality✅ How to use social proof and automation to build trust and drive bookings✅ The tradeoff between lower CPL and higher-quality patients (and when to prioritize each)✅ Why some offers attract the wrong patients and how to adjust for better retention✅ How to improve in-office experience and rebooking to maximize long-term value✅ A repeatable checklist you can use to continuously optimize your Meta ads performanceIf your Meta ads are generating leads but not turning into consistent, profitable growth, this episode will give you the exact framework to diagnose the issue and fix it.Want the full Meta Ads Troubleshooting Checklist mentioned in this episode?Download it here: https://go.medspamagicmarketing.com/meta-troubleshootingIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryWhy Your Med Spa Ads Will Stop Working (And What to Do Instead)
3w ago00:22:00Summary readyMost med spas rely heavily on ads and promotions to drive new patients… but over time, those same strategies become less effective, more expensive, and harder to scale. In this episode, I break down why your med spa ads will eventually stop working the way they used to, what’s actually happening behind the scenes when your results start to decline, and how to fix it by building a strategy that creates demand, lowers your costs over time, and positions your business as the go-to choice in your market.Direct response ads still work and they are an important part of growth. But if that’s all you rely on, you end up in what’s called the “doom loop” where you’re forced to constantly lower prices, increase spend, and compete harder just to maintain the same results.This episode will show you how to break out of that cycle and start building a brand that makes your ads more efficient, attracts better patients, and creates long-term momentum.You will learn:✅ Why direct response ads become less effective over time✅ What the “doom loop” is and how it impacts your growth✅ Why competing on price leads to lower quality patients and shrinking margins✅ The difference between demand capture vs demand creation✅ How brand building reduces your cost to acquire new patients✅ What it means to create a “market of one” in your local area✅ How to shift from 90% ads to a more balanced long-term strategy✅ A simple 90-day plan to start building brand and momentum✅ Why content, proof, and consistency drive better results over timeIf your ads are getting more expensive, your results feel inconsistent, or you’re relying too heavily on promotions to bring in new patients, this episode will help you understand why and give you a clear path forward.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryMed Spa Marketing FAIL: Why "We Do Botox" Is Killing Your Growth (And What to Say Instead)
Apr 2000:19:35Summary readyMost med spas default to generic messaging like “we do Botox” and it ends up holding their growth back more than they realize.In this episode, I break down why blending in with your competitors leads to price competition, lower quality patients, and inconsistent results. More importantly, I walk through what to say instead if you want to stand out, attract the right clients, and actually scale your med spa.A lot of practices jump straight into running ads, but if the messaging is not clear or compelling, those ads will never perform the way they should. This is where your pitch and proof come in. When those are dialed in, everything else starts working better.You will learn:✅ Why “we do Botox” is one of the biggest marketing mistakes med spas make✅ How generic messaging pushes you into price competition✅ What a strong, differentiated pitch actually looks like✅ How to clearly communicate the outcome you deliver✅ Why your offer should attract the right patients and filter out the wrong ones✅ How to use case studies, reviews, and transformations as proof✅ The difference between promotion and foundation in your marketing✅ How better messaging can instantly improve ad performance✅ Real examples of aligning your services, messaging, and resultsIf your ads are not converting like they should, your leads feel low quality, or you feel stuck competing on price, this episode will help you fix the root issue and build a strategy that actually scales.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryIn a Crowded Market, Your Marketing IS Your Differentiation: What Med Spas Can Learn from Old Spice
Apr 1500:03:21Summary readyIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleIn a crowded med spa market, most practices are offering the same services, using the same devices, and competing with similar credentials. So if you are relying on your treatments alone to stand out, you are already at a disadvantage.In this episode, I break down what med spas can learn from Old Spice and how one of the most “undifferentiated” products in the world became a category leader, not by changing the product, but by changing how people feel about the brand.You’ll learn:✅ Why injectables and aesthetic treatments are not true differentiators✅ How Old Spice used bold, memorable marketing to dominate a crowded market✅ The importance of building “know, like, and trust” in the right order✅ Why most med spas skip the awareness and likability phases✅ How to create a distinct brand personality that people connect with✅ The overlooked role of intrigue in your marketing strategyYour marketing is not just a support function, it is your differentiation. The practices that win long term are not always the ones with the best injectors, but the ones that make people feel something before they ever walk through the door.Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryBefore You Fire Your Med Spa Marketing Agency, Watch This
Apr 1300:16:14Summary readyMost med spa owners make critical decisions about their marketing too quickly, and it ends up costing them more than they realize. Whether it is firing an agency too soon, misreading performance dips, or relying too heavily on what can be tracked, these mistakes can stall growth even when things are actually working.In this episode, I break down why med spa marketing results naturally fluctuate, how to properly evaluate your marketing performance, and why some of the most important drivers of growth cannot be measured perfectly. I also dive into the hidden impact your team has on patient experience, retention, and long-term revenue.You will learn:✅ Why firing your med spa marketing agency too quickly can set you back months✅ How seasonality, competition, and offer fatigue impact your results✅ What to do when your leads or booked appointments drop✅ Why marketing attribution is not always accurate (and how to think about it differently)✅ The tradeoff between better tracking vs. better patient experience✅ How different marketing channels work together to drive conversions✅ Why “untrackable” actions like reviews and referrals still drive real revenue✅ The importance of trusting your strategy when the fundamentals are strong✅ How your team directly impacts retention, referrals, and overall growth✅ Why investing in your people is one of the highest ROI decisions you can makeIf you have ever questioned your marketing results, considered switching agencies, or felt unsure about what is actually driving your growth, this episode will help you take a more strategic and confident approach to scaling your med spa.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryStop Trying to Go Viral: The Med Spa Social Media Marketing Strategy That CONVERTS
Apr 600:15:25Summary readyMost med spas are optimizing their social media for the wrong metric. Chasing viral trends, silly reels, and trending audio might get you likes and views, but attention for attention's sake does not equal trust, and it certainly does not equal booked appointments.In this episode, I break down why the standard "entertainment" approach to social media is failing med spas, how to shift your focus from reach to depth, and the exact content matrix you need to build local authority and turn passive followers into paying patients.You will learn:✅ Why going viral for entertainment purposes is a trap for local med spas✅ The three crucial boxes your content must check before a patient will book (Rapport, Likability, and Trust)✅ A realistic 90/10 content mix blueprint to build depth without burning out✅ How to demonstrate unmatched expertise beyond standard before-and-after photos✅ Why sharing your personal story and core values is vital to attracting the right patients✅ How to tell compelling patient stories with emotional context (while staying HIPAA compliant)✅ The two actual jobs your social media should be doing to drive revenue and retention✅ Why a deeply engaged local audience of 500 is infinitely more valuable than 50,000 scattered followers✅ How to use boosted ad dollars to ensure your best trust-building content saturates your local marketIf you are tired of dancing on camera for vanity metrics and want a social media strategy that actually drives revenue, this episode will help you build the exact "know, like, and trust" content library you need to successfully scale your med spa in 2026 and beyond.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
SummaryWhy Growth Got Harder: Paid Traffic, Pricing Risks, and the Need to Actually Stand Out
Mar 3000:21:36Summary readyIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleMed spa growth is getting harder, and it is not just your marketing. Increased competition, rising paid traffic costs, and over-reliance on pricing are changing the landscape faster than most owners realize.In this episode, I break down why growth has slowed for many med spas, what is actually happening behind the scenes with your numbers, and how to adjust your strategy to stay competitive without racing to the bottom on price.You will learn:✅ Why more competition is quietly reducing your organic growth (even if your ads are working)✅ How to identify when your business is losing patients from non-paid sources✅ Why you may now have to pay for patients you used to get for free✅ The hidden risks of using price as your primary growth lever✅ How discounting can attract the wrong type of patient and hurt long-term retention✅ Why reputation is becoming more important than ever in a crowded market✅ How to balance price, convenience, and reputation using the purchase decision framework✅ The importance of saying something different in your marketing to stand out✅ Creative ways to shift your messaging beyond standard new patient offers✅ Why most med spa social media content is failing the “validation phase” (and what to do instead)If you feel like your growth has slowed or your results are harder to maintain, this episode will help you zoom out, understand the bigger picture, and make smarter decisions around advertising, pricing, and positioning as you scale your med spa in 2026 and beyond.Join us at Modern Beauty Con this year! Grab your ticket here: https://modernbeautycon.com/events/Use code RICKY100 to save $100 on your ticket.Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing
Summary