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An event is the perfect way to build revenue and add new clients in a medical esthetic practice. It is important to note that the events being discussed in this column are different than an open house, in which owners are generally inviting clients who are already in the spa’s database and are frequent visitors.
Events should be utilized to add new clients who are not aware with the medical spa or familiar with the treatments offered. An event can also be a call-to-action for clients who have not been to the skin care facility recently to return, as well.
Winning over fickle clients
In an esthetic practice, clients who only seek out Botox injections can be a medical spa’s loss leader, eliminating the need for paid advertising. The Botox client is a medical spa’s least faithful client—many will visit a skin care facility all the way across town just to save a dollar. When hosting an event, spa owners can bring in new—as well as previously existing clients—with low-cost facial injectable treatments. Money does not have to be lost, but the price should be the best in town.
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