Podcast Summary: Med Spa Success Strategies

Episode: The Psychology Behind Why Clients Choose Your Med Spa

Host: Ricky Shockley
Guest: Lauren
Date: October 13, 2025

Overview

This episode dives deep into the foundational psychology and decision-making processes behind why clients choose one med spa over another. Ricky and Lauren draw on insights from a recent team retreat, offering a checklist of often-overlooked but crucial branding, review management, and positioning strategies that can "supercharge" marketing outcomes for med spas.

Key Discussion Points and Insights

1. The Initial Client Journey (01:00 - 02:15)

• Most new clients don’t stumble across med spas through organic social posts.
• Primary discovery methods: Google search (e.g., “Botox near me”) and ads.
• The search often begins on review-based platforms, especially Google Business Profile (GBP).

Quote:

“You’re not going to discover just in your organic social media feed your local med spas posts. That’s mostly not where that’s going to happen.”
— Ricky (01:00)

2. The Importance of Your Google Business Profile (02:15 - 04:25)

• Prospects immediately evaluate the med spa’s star rating.
• A 4.0 rating is almost a “reputational emergency.”
• Photos significantly impact whether a prospect clicks through to the website or reads reviews.
  • Stock or unflattering images can drive clients away.
  • Team photos, attractive interiors, and vibe-appropriate décor are key.

Quote:

“The first impressions matter... People are going to look at your reviews... If you have a med spa that’s got a 4.0 rating on Google, you have massive reputational problems.”
— Ricky (04:25)

• Always curate the cover photo and clean out duplicates/logos.

3. Reviews: Collection, Response, and Reputation Management (06:30 – 13:07)

• Range of acceptable star ratings in med spa: 4.8–5.0
  • Anything below is a red flag to savvy clients.
• Negative reviews MUST be addressed.
  • Don't argue, but future prospects will notice a lack of response.
  • Take negative feedback as a chance to improve operations, not as a personal attack.

Memorable Advice:

“Don’t make your instincts to get defensive ... Try your best to take it to heart and make sure that you make an adjustment.”
— Ricky (08:14)

• Personalized review responses (not AI-generated, impersonal replies) are far more effective.
• If a major error occurs, refunding the client to avoid permanent negative impact is often worth it.
• Positive reviews deserve replies, too.

Quote:

“Make those as personalized as possible. ... Don’t just spit out those auto responses. I think that’s a place where people honestly miss too often.”
— Lauren (12:19)

4. Pricing and Positioning: Setting Realistic Expectations (13:08 – 16:22)

• Med spa services are often perceived as commoditized (e.g., "we’re all selling Botox").
• Reputation and physical experience must support any premium/luxury price point.
• Clear, public pricing helps clients self-select and reduces friction.

Quote:

“If you’re coming in with a 4.5 star rating on Google, an iffy reputation and not the best building in town, you’re not going to be able to make a convincing pitch that you’re the town’s luxury med spa...”
— Ricky (13:12)

• Positioning must align with the reality of client experience, not aspirations alone.

5. Addressing Different Client Types and Personas (16:22 – 21:08)

• New-to-treatment clients need more reassurance and are likely more selective.
• Experienced clients are often price shoppers but can be loyal if treated well.
• Your space and staff create a feedback loop:
  • Young, “fun” décor attracts a younger crowd.
  • Traditional décor attracts older, possibly higher-spending clients.

Quote:

“If my practice really looks like a medical facility… we have a lot of older people. … if my walls are hot pink and I have LED signs all over the walls… I get a lot of people who are, you know, 40 and under.”
— Lauren (19:40)

• Providers can specialize to appeal to different demographics but all should align with a core business vibe.

6. Personality, Storytelling, and Showcasing Results (21:08 – 23:55)

• Show off staff personalities and tell your brand story through website and social content.
• Before-and-after images are critical, but diversity (age, ethnicity, procedure) within these images matters.
• Video voiceovers explaining treatment decisions build "know, like, and trust."

Quote:

“Your personality differentiates you, right? Where every person is unique. ... If they like you, they’re going to want to do business with you.”
— Ricky (21:08)

7. Social Media Presence: Beyond Virality (23:55 – 25:01)

• Social presence isn’t primarily a discovery engine, but it is a big trust factor during consideration.
• Prospects check recent posts to gauge legitimacy and vibe.
• Professionalism, educational content, and personality-rich posts build credibility.

Quote:

“I would rather come to an Instagram page that has been updated as of two days ago with a really great educational video … rather than somebody who posted 20 minutes ago dancing to something.”
— Lauren (24:06)

• Posting frequency matters less than recency and content relevance.

Notable Quotes with Timestamps

• “The first impressions matter... If you have a med spa that’s got a 4.0 rating on Google, you have massive reputational problems.”
  — Ricky (04:25)

• “Don’t make your instincts to get defensive... Try your best to take it to heart and make sure that you make an adjustment.”
  — Ricky (08:14)

• “Make those as personalized as possible... Don’t just spit out those auto responses... people honestly miss too often.”
  — Lauren (12:19)

• “If you’re coming in with a 4.5 star rating on Google ... you’re not going to ... be the town’s luxury med spa...”
  — Ricky (13:12)

• “I would rather come to an Instagram page... with a really great educational video... than somebody... dancing to something.”
  — Lauren (24:06)

Segment Timestamps

• Discovery flow & first impressions: 00:06 – 04:25
• Review management and responses: 06:30 – 13:07
• Branding, pricing & positioning: 13:08 – 16:22
• Client personas & physical space: 16:22 – 21:08
• Storytelling & before/after content: 21:08 – 23:55
• Social media strategy: 23:55 – 25:01

Conclusion

The episode offers a concrete, actionable blueprint for med spa owners:

• Audit all Google Business Profile photos and reviews.
• Manage reputation with empathy and transparency.
• Be clear and intentional about pricing and client personas.
• Showcase diversity and personality in marketing, especially before-and-after results.
• Treat social media first as a “trust builder,” not just a marketing broadcast tool.

By aligning all these elements, med spas can stand out in a crowded (“commoditized”) field and better convert prospects into loyal clients.