In this episode, Cameron discusses the importance of treating a medical spa practice like a business, focusing on marketing, attribution, and the systems necessary for success. He emphasizes the need for practice owners to track where their leads come from, the significance of online booking systems, and the role of social media and email marketing in patient engagement. He also highlights the importance of investing in technology and analytics to measure success and make informed decisions.

Transcript

Welcome to Medical Millionaire, the podcast dedicated to helping your Med Spa increase in status, visibility, and profitability. I’m your host, Cameron Hemphill, and today we’re diving into a critical topic for practice owners: marketing attribution.

Introduction

As we kick off 2025, our goal is to provide incredible value and insight for practice owners, providers, and anyone looking to expand their network and net worth in the aesthetics industry. What I consistently see is practice owners not investing enough in understanding how to run their practice like a business.

Understanding Attribution

Attribution is a crucial metric for tracking where your leads and patients come from. It creates a direct correlation between your organic traffic, paid traffic, and word-of-mouth referrals. However, tracking attribution can be complex. For example, if someone hears about you through word of mouth, searches for your company online, and clicks on your branded ad, that lead will appear to come from a pay-per-click campaign.

Key Touch Points for Attribution

1. Website Analytics
   • Track how visitors arrive (organic searches, paid searches, social media)
   • Monitor key pages (service pages, booking forms, treatment pages)
   • Analyze user behavior through Google Analytics
   • Focus on data-driven decisions rather than just aesthetics
2. Lead Forms
   • Implement forms on every page of your website
   • Include forms in landing pages and social media links
   • Measure form submissions for consultations, promotions, and newsletter signups
   • Track the source of each lead
3. Phone Calls
   • Implement call tracking software
   • Record conversion rates from calls to appointments
   • Monitor call quality and staff performance
   • Set benchmarks for phone conversion rates
4. Online Booking System
   • Track appointment sources
   • Implement UTM parameters
   • Analyze abandonment rates
   • Optimize the booking process
5. Social Media Engagement
   • Evaluate metrics (likes, shares, comments, DMs)
   • Track conversion from social engagement to bookings
   • Analyze demographic data
   • Monitor performance of different content types

Implementation Strategies

1. CRM Integration
   • Implement a comprehensive CRM system
   • Set up automated follow-up processes
   • Track speed-to-lead metrics
   • Monitor conversion rates
2. Analytics Tools
   • Set up Google Analytics
   • Implement heat mapping tools like Hotjar
   • Use call tracking software
   • Deploy UTM parameters for all campaigns
3. Key Metrics to Track
   • Cost per lead = Total ad spend ÷ Number of leads
   • Cost per acquisition = Total ad spend ÷ Number of bookings
   • Conversion rates = Percentage of leads that convert to patients
   • Lifetime value = Average revenue per patient over time
   • Return on ad spend = Revenue generated ÷ Ad spend

Marketing Investment Guidelines

• Invest 9-12% of top-line revenue in marketing
• Maintain presence across multiple channels
• Focus on both paid and organic strategies
• Keep consistent email communication with existing patients

Key Takeaways

1. Invest in marketing across all channels
2. Implement proper attribution tracking
3. Build the right tech stack
4. Work with marketing partners who understand aesthetics
5. Make decisions based on data, not emotion

Remember: As a practice owner, your primary focus should be on your craft – making people feel good. Partner with the right marketing specialists and agencies who understand the aesthetics industry to handle your marketing strategy and implementation.