Med Spa Success Strategies Podcast:

"A Look Inside a Leading Med Spa: Building Reputation & Loyalty"

Interview with Seaside Skincare
Host: Ricky Shockley
Guests: Kylie Dilio (Chief Creative Officer), Kate Tomalis (Chief Marketing Officer)
Release Date: October 31, 2025

Episode Overview

In this episode of Med Spa Success Strategies, host Ricky Shockley sits down with Kylie Dilio and Kate Tomalis of Seaside Skincare, a leading med spa with a 15-year track record. The discussion delves into how Seaside Skincare built its reputation, scaled through thoughtful service expansion, underwent a bold rebrand, and drove engagement and loyalty among both patients and staff. The episode is packed with experience-backed insights, actionable marketing tips, and real talk about building a sustainable, top-tier med spa business.

Key Topics & Segments

1. Seaside Skincare: Origins and Growth

• [01:17–04:08] Backgrounds
  • Kylie, a founder, shares the family origins: her brother proposed a niche medical-grade skincare business, later involving his now-wife and their father (the medical director).
  • Kate’s diverse marketing background (from luxury children’s products to Grubhub and nonprofit), and her "weasel[ing] her way in there" (03:16) seven years ago, after a friend's recommendation.

“Day one, it was me, my brother, Chiara, and then my dad.” — Kylie [03:34]

• Growth Trajectory
  • Started with 3; now, 15 years later, the team is over 20.
  • They moved locations as needed, always expanding in response to genuine demand, never overextending.
• Key Insight: Start small and grow as demand dictates.

“We started with one esthetician, and then from there went to a nurse and then kept building.” — Kylie [04:53]

2. Service Offering Strategy

• [06:08–07:55] Intentional Expansion
  • Began with a narrow service list—Botox only—and expanded slowly based on client demand and clinical data.
  • New services are added only if they are safe, effective, and backed by clinical studies.

“We are slow to add things... Our medical director is very data driven. Unless there are clinical studies backing that treatment up... it’s probably something that we’re not going to be bringing on.” — Kate [07:13]

• Value Add vs. Trend Chasing
  • Avoid chasing the "next big thing" unless its value to current clients is proven.
  • Maintain transparency with clients; never upsell unnecessary treatments.

3. Patient Experience & Provider Consistency

• [08:55–11:44] Consistency with Flexibility
  • Core: Consistent training, aligned consultations, and documentation.
  • Providers’ personalities bring unique touches, allowing clients to find their best "fit."
  • Front desk staff uses a "vibe check" to match new patients to the right provider.

“Consults are pretty similar, but obviously personality comes into play... Delivery is very similar. Can’t talk, but personality comes in.” — Kylie [09:36]

4. The Rebranding Journey

• [12:22–17:49] From Outdated to Outspoken
  • Trigger: Old logo/colors felt outdated and didn’t reflect the business’s “family feel.”
  • Solution: Hired an outside agency (“Bald”) for objective guidance.
  • Pain points: Unexpected resistance from staff rather than patients; adaptation took time.
  • Motivation: Stand out in the market instead of blending in with typical med spa colors.

“We wanted to be a little bit bolder, and we were solely just blue before.” — Kylie [14:33]

• Execution Tips:
  • Outside help can clarify vision.
  • Deep research: Analyze reviews, introspections, competitive landscape.
  • Patient response was overwhelmingly positive.

5. Building and Maintaining Reputation

• [19:14–22:49] Culture and Team as the Foundation
  • Excellence from first point of contact (front desk) through provider experience.
  • Staff receive extensive training; many receive treatments themselves to speak authentically to clients.
  • Employee engagement: Internal contests for “Seaside Bucks,” staff perks, and product/service credits.

“Our front desk staff... receives a lot of treatments themselves, which is the best way to get people kind of talking about them.” — Kate [21:48]

• Driving Online Reviews:
  • Express appreciation instead of tips (“the best thing you could do is write them a Google review”), reinforced with post-visit messages.
  • Results: 400+ Google reviews with an average five-star rating [45:58–46:40].

6. Community Engagement & Marketing

• [23:18–26:03] Deep Local Ties
  • Two large in-house events yearly, cause-driven drives (fire relief, animal shelters, toy drives), local business collabs (e.g., pilates studios).
  • Emphasis on giving and values alignment for genuine community presence.
  • Success measurement is intangible—but repetition and visibility matter.

“The easiest way is to really give back in some kind of meaningful way to a lot of the businesses that directly... support our community here.” — Kate [23:35]

7. Promotions, Memberships & Loyalty

• [26:05–32:08] Pricing & Promotion Tactics
  • Annual marketing calendar, but adjust based on shifting demand and product launches.
  • Avoid predictability in promotions to prevent consumer "waiting games."
  • Membership program became successful after shifting from a Botox-only model to an all-services “bank your bucks” approach, with exclusive events as perks.

“We made it more generic. The more a credit they can use towards any service at the office. But there are discounts associated with being a member.” — Kate [30:21]

• Reward Programs:
  • Flexible use of manufacturer reward points ("double dipping" encouraged).

8. Pricing Strategy

• [33:20–38:10] Balancing Competitiveness and Value
  • Regular, detailed financial reviews to ensure promotions and pricing make sense for both patients and the business.
  • Seaside avoids being the “discount” provider, positioning above mid-market while providing strong justification through provider skill, training, and patient outcomes.
  • Pricing regularly benchmarked against the local market.

“We know we’re not the cheapest med spa out there. We’re never going to be. And that’s for a reason... We know the skill level justifies the cost.” — Kate [35:34]

9. Talent Retention and Staff Culture

• [38:18–41:03] Keeping the Best
  • Competitive pay paired with ongoing training (in-house and external), staff perks (treatments, “Seaside Bucks”).
  • Emphasis on cultural fit during hiring, with working trial days for prospective hires.

“Good people want to work with other good people, and that in and of itself probably lends itself to retention.” — Ricky [39:21]

10. Industry Trends & Staying Current

• [41:05–43:26] Data Over Hype
  • Seaside is slow to add trendy new services, requiring clinical data and internal vetting.
  • Stay informed via tight industry networks, reps, and provider-to-provider conversations.

“Everything has to be very clinically backed and make sense and completely safe before we even think about bringing it on.” — Kate [42:18]

11. Social Media and Digital Strategy

• [43:38–45:46] Focus Where Clients Are
  • Instagram and Facebook prioritized due to client demographics (35+).
  • The feed is seen as a trust-building tool rather than a primary acquisition channel.

“Our clientele isn’t like on TikTok or any of that... There’s a lot of focus on Instagram, even Facebook for that age range.” — Kate [44:19]

Notable Quotes & Memorable Moments

• On Growth:
  “We started small and grew out of necessity.” — Kylie [04:53]
• On Reputation:
  “Good is not good enough. You have to be great, and that’s a constant pursuit.” — Ricky [18:47]
• On Staff Perks:
  “The best thing that we do for our front desk staff is give them that experience all around.” — Kate [22:42]
• On Rebranding:
  “It was just time. We need to do it... We were kind of bored with the colors.” — Kylie [12:22]
• On Consistency:
  “All our providers are charting and documenting everything so we’re able to have that consistency.” — Kate [10:03]
• On Loyalty Programs:
  “They can double dip with those [points]... With any special.” — Kate [31:53]
• On Community Impact:
  “The easiest way is to really give back in some kind of meaningful way to a lot of the businesses that directly... support our community here.” — Kate [23:35]

Timestamps for Important Segments

| Segment | Timestamp | |----------------------------------------------------|-------------| | Origins and Early Growth | 01:17–04:08 | | Service Offering and Selection Strategy | 06:08–07:55 | | Provider Consistency & Patient Matching | 08:55–11:44 | | Rebranding Challenges & Execution | 12:22–17:49 | | Building Reputation & Culture | 19:14–22:49 | | Community Engagement & Local Marketing | 23:18–26:03 | | Promotions, Memberships & Loyalty Programs | 26:05–32:08 | | Financials, Pricing Strategy | 33:20–38:10 | | Staff Retention & Hiring Culture | 38:18–41:03 | | Staying Current with Industry Trends | 41:05–43:26 | | Social Media & Online Reputation | 43:38–45:46 |

Final Takeaways

• Start intentionally: Grow only as demand dictates to manage risk and ensure sustainability.
• Let data guide decisions: New services and technologies must be backed by both patient interest and robust clinical evidence.
• Consistency is key: Training and process consistency underlie a great patient experience, even as individual provider personalities shine.
• Engage and reward staff: Firsthand experience plus engagement incentives like “Seaside Bucks” foster authentic, knowledgeable recommendations.
• Be bold in identity: Thoughtful rebrands and market differentiation can set your practice apart, even in a saturated space.
• Community matters: Grassroots involvement and cross-promotion establish trust and increase local visibility.
• Reputation is earned everywhere: From the website and social channels to in-office greetings, every touchpoint counts.
• Stay flexible and aware: Plan ahead, but stay nimble—adapt offerings and promotions based on demand and market shifts.

For More:
Visit seasideskincare.com and follow @seasideskincare on Instagram.
For more strategies, tune in regularly to the Med Spa Success Strategies Podcast.