Your MedSpa’s Marketing Revamp Summer Checklist

Summer's here, and that means ✨slow season✨ has arrived. With a little bit more time on your hands, the sunshine season is a great opportunity to clean up house and 🧠 strategize.

Here's your marketing summer checklist to make sure your business is fully-optimized when fall rolls back around:

STEP ONE: BRAND VOICE

Conduct a deep-dive assessment of your current brand voice. If you love to get into the weeds, this is for you. Assess the language, tone, diction, and stylistic choices of your brand’s writing across every external platform. This includes your website, marketing channels, in-person patient materials: any brand material with writing.

Then, deeply reflect on the values, needs, priorities, and pain points of your ideal client archetype (ICA) and your business. Take these insights and use them to update your brand voice.

You're aiming for a brand voice that accurately represents your business’s values and priorities, but resonates deeply with your ICA. I recommend creating a document that describes your brand voice in great detail: something you or your marketing team can reference to stay on brand.

STEP TWO: MARKETING ECOSYSTEM

We’re gonna skip around a bit here, so bear with me.

The next step is to assess your marketing ecosystem.

The Big Three marketing strategies for MedSpas and private practices are email marketing, social media content, and SEO blog posts. (If you're looking to either expand your client pool or work with better-fit clients, I highly suggest using at least two of these strategies.) Your marketing strategies, combined, create your marketing ecosystem.

Evaluate your ecosystem from a systemic level. Identify the 2-3 primary pathways clients take through that ecosystem and walk through them yourself, looking for weak spots and strong points.

Where are they most frequently converting, or engaging with your call-to-action? What information are they lingering on? What are they most responsive to? Where are they getting confused or lost? Are there any dead links or dead-ends? How can we make it as easy as possible for a client to book an appointment?

Take these insights and use them to smooth the wrinkles along your client journey.

STEP THREE: CLIENT TOUCHPOINT

Now, back to your brand voice.

Take your new and improved brand voice and infuse it into every client touchpoint, starting with your website. Is your website reflecting the personality of your brand? Is it prioritizing the interests and concerns of your ICA?

Once you’ve updated your website with strategic, branded language, you can begin to do the same with the marketing materials along your primary patient journeys. Use your insights from Step Two to identify where and how the language in those marketing materials could be more impactful.

If you're a medical practitioner of any kind, I strongly advise you to hire a writer who understands how to market your services in a legally-compliant and ethical way.

STEP FOUR: CONTENT STRATEGY AND MAPPING

With your ecosystem in check, it's time to assess the individual systems.

All of the Big Three strategies are a form of content creation, so first evaluate the most impactful pieces within each strategy (or channel), as well as the least impactful pieces. Take notes and identify where you can tweak your content approach across marketing channels. You'll find that what works great on one platform likely won't work as well on another; the same thinking also applies across social media channels.

Armed with these insights, you can begin to outline content across all your marketing channels for the next 6-12 months. You don't have to write out every post just yet, but you should have a high-level content plan that mirrors the ebbs and flows of your business and ICA's lifestyle.

STEP FIVE: INTERNAL CONTENT CREATION PROCESS

Here's an oft-missed step: your content creation process. Creating content can be incredibly time-consuming without an efficient content creation system in place.

Take the summer months to evaluate how much time you spent on content creation in the last year, seek opportunities to optimize (without sacrificing quality), and evaluate where it makes sense to outsource.

It's easy to be overly-ambitious about your content creation goals, but it's often more cost-effective to outsource marketing so that you and your team can focus on perfecting the in-person patient experience.

Listen, I know this is a lot of work. But a front-loaded investment into the strategic marketing of your business can set your growth on autopilot.

If you’d prefer a summer vacation over a checklist, then give us a call. OffScript can help you with all of the above, and my extensive experience writing for the healthcare industry has taught me a thing or two about marketing to patients. Check out our services or get in touch to discuss how strategic healthcare writing can give your marketing strategy the impact you’re looking for.