Good Afternoon. It's Thursday, Feb. 5, and we're covering med spa industry in decline, need some advice client sob story, Your med spa business most untapped asset, and much much more.
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Hot Topic
Acknowledge it, the medical spa business is declining! I anticipated this outcome!
The med spa industry is not dying. It’s just hit puberty, and now it’s moody, overpopulated, and suddenly everyone including dentists is injecting lips like it’s a side quest.
The industry isn’t declining, it’s maturing
Global medical spa and aesthetic markets are still growing aggressively; what’s changed is that growth now comes with crowding, price pressure, and higher expectations instead of easy money. In plain English: the pie is bigger, but there are way more forks in it. That’s why some practices are quietly thriving while others are Googling “how to sell used lasers” at 2 a.m.
Actionable takeaways:
Stop telling yourself “the market is dead”; start asking “dead for whom, and why am I acting like them.”
Assume more competitors are coming, not fewer, and plan like you live next to a Starbucks, not the last café in town.
Saturation is real, but generic is optional
Yes, the market is saturated day spas, OB/GYNs, derms, plastics, eye docs, and dentists are all now in your lane like it’s Mario Kart on Rainbow Road. But saturation isn’t the real problem; sameness is. When everyone offers tox, filler, lasers, and a “luxury experience,” clients default to three things: convenience, price, and brand they actually remember.
Actionable takeaways:
Audit your menu: if 90% of it can be copy‑pasted to your three nearest competitors, you don’t have differentiation, you have a group project.
Decide your unfair advantage (clinical outcomes, speed, VIP-level handholding, niche population, specific indications) and make it obnoxiously obvious in your messaging, offers, and protocols.
Niche down or be washed out
Some of the smartest operators are not trying to be “for everyone”; they’re owning one slice of the pie so hard that price shoppers feel instantly out of place. Serving a specific language community, life stage, or problem set turns you from “one more med spa” into “the only reasonable choice for people like me.”
Actionable takeaways:
Pick a niche where you can credibly win: for example, perimenopausal women with pigment and laxity, post‑baby body contouring, LGBTQ+ affirming aesthetics, or a specific cultural/linguistic community.
Build everything around that: content, consult scripts, bundles, testimonials, and even your decor. If your niche is Spanish‑speaking clients and your intake form is only in English, the universe is trying to give you money and you’re ghosting it.
Competing on price is a short runway
When markets crowd, weak operators discount, strong operators differentiate, and a few brave souls try both and burn out. Aggressive discounting in saturated areas is already pushing prices down while costs (rent, devices, staff, compliance) keep climbing. That math does not math.
Actionable takeaways:
Create value stacks instead of coupons: treatment plans, memberships, and bundles that package outcomes, not syringes.
Protect your prices with receipts: before‑and‑afters, outcome data, clear protocols, and consults that feel like a mini masterclass, not a sales pitch.
Use “good, better, best” tiers so clients can self‑select without you racing to the bottom.
Regulation and DIY are reshaping the battlefield
Regulation is tightening in many states, and it’s not unreasonable to expect more physician oversight and clearer designation of what counts as “medical.” At the same time, at‑home devices, cheap online tox, and “my cousin does lasers in her kitchen” are training consumers to expect professional results at Shein prices.
Actionable takeaways:
Treat compliance as a competitive flex: highlight medical oversight, safety protocols, and complication management as reasons your prices are sane, not “expensive.”
Educate your clients on what at‑home devices can and cannot do; position your clinic as the “doctor who fixes what TikTok broke.”
If your state is heading toward more stringent rules, plan your provider mix and ownership structure now, not when the board sends strongly worded letters.
What’s actually working right now
The owners still growing in this environment are not the ones with the fanciest lasers; they’re the ones who treat this like a grown‑up business, not a side hustle with Botox.
Things that are working:
Brand and experience: Clear positioning, modern branding, and a client journey that feels intentional from first click to follow‑up, not “we’ll text you… maybe.”
Retention machines: memberships, treatment plans, routine skin health check‑ins, and structured rebooking so each client is a long‑term asset, not a one‑time Groupon date.
Reactivate: Your database is a goldmine, remember Anna with the pink hair from 7 months ago? she is waiting for you to send her a a special offer or get her excited about a new service - Implement this
Strategic skills: advanced training for injectors and providers, plus real business education (pricing, P&L, KPIs) so decisions aren’t made by vibes and Instagram trends.
Focused marketing: consistent local content, reviews, referrals, and email/SMS that talk like a human, not a brochure especially for the niche you’ve chosen.
If you feel like your med spa is “declining,” you’re not wrong to feel pressure but it’s less an obituary and more a wake‑up call. The industry is growing, the bar is rising, and the operators who specialize, differentiate, and professionalize will still be here in five years… probably treating the clients who used to go to everyone else.
Get involved with the conversation below https://www.facebook.com/groups/medicalspaowner/permalink/1235650788661485/
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