Cameron Hemphill discusses strategies for increasing the visibility and profitability of Med Spas. He emphasizes understanding the consumer’s psychology, noting they buy outcomes like self-confidence and anti-aging, not just treatments like Botox. He advises consistently collecting Google reviews, maintaining a mobile-friendly website with online booking, and showcasing before-and-after photos on social media. Hemphill also recommends running Google and social media ads, and integrating various booking options to cater to different customer preferences. He stresses the importance of retaining clients through excellent service and upselling to boost lifetime value and generate referrals.

Transcript

This is medical millionaire the podcast, helping your Med Spa increase in status, visibility and profitability. Join your host as he dispels myths, shares trends and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of growth 99 Cameron Hemphill,
Hey, everybody. Cameron Hemphill, here your host for medical millionaire. Hey, thank you so much for taking the time to tune into our podcast. Our goal is to give incredible value and insight into the Med Spa market. So if you’re an injector, you’re in the cosmetic space, you own a medical esthetics practice. This podcast, it’s 100% designed for you. My team and I, we consult with some of the top providers and injectors throughout the country. We’ve been doing so for years. We go to the conferences. We’ve built a course, we’ve written a book. We have a very successful marketing agency that helps practice owners thrive. Now we see business owners and practice owners that are doing extremely well. We see ones that are still trying to figure it out, and throughout this journey together, we want to help you take your practice to the next level. So what I want to get into today is what people go through before they select a medical spa, before they select a provider, before they go to your medical esthetics practice. There is a specific psychology that these people go through, and I don’t care if they are coming to you from word of mouth referral, if they are finding you on Google through SEO your website, if they are finding you through Google ads or social media, or if they met you at a, you know, some sort of a mastermind or a one to one networking event, whatever the case is, there is a psychology that these people go through. And what you have to do is you have to put yourself in the mind of the consumer to understand exactly what are they buying. Okay? And if you can start to do that, you can start to live as a consumer. And in fact, a really good practice would be to go visit other practices, go search other practices, go to a new city or a new area and say, Hey, I just moved here. I’m looking to get, you know, some treatment done, whether it’s Botox filler, Dysport, whatever it is, semi glutide, like whatever is hot right now, go test it out, get a word of mouth referral, and kind of go through this exercise or experience, because you can then put yourself in the shoes of your audience and what they go through, and the psychology that they go through. Because if you think, and I’m just gonna take the Botox example, because, you know, it’s the easiest to kind of framework out there. If you think that consumers or your patients or potential patients are coming to you because they’re buying Botox, you’re 100% wrong. They are not buying Botox. They are buying self confidence. They are buying the end result. They are buying anti aging. They are buying the look, they are buying the feeling. They are buying the emotional attachment to the desire that they want to become. That’s what they’re buying. They don’t care what is in Botox. Obviously, like, okay, they do at some level, but really they’re buying the end result. Okay, it’s, it’s why you buy certain things off of emotion, right? Think of it this way, when you are going to get to go on a trip, right? You are going to go on a vacation. Finally, get some time off. What are you buying? You’re buying the experience, right? You go through that exercise when you are picking a place of of a journey to go through, and it’s going to like a vacation, for example. What do you look at? You look at pictures, you look at reviews, you look at the destination, you do some research, right? Because you know that you’re going to invest your time and your money and you’re hoping to get the great experience that you’re searching for. That’s why we go on vacation. We need an experience, okay, whether it’s to relax, unwind or whatever the case is. So if you can start to put yourself in the mindset of the consumer, you can then understand what you need to do to move the needle to get more conversions. Okay, so let’s go through it. If I am a individual seeking a service or seeking a particular provider, or wherever the case is, let’s go. Go through the word of mouth process, okay, I am at the local HOA meeting, or I am at the local club, or whatever the case is, or maybe I’m involved in a local like community Facebook group, or whatever the case is, right? Or you’re just at the gym and you are connecting with your friends, your colleagues, anybody that you know is that has the same like mindset, same type type of process or mindset, right? That that really like minded thinking that you surround yourself with. And someone says, oh my gosh, you have to go see so and so. They do the best job. Look at my lips. I feel so great. Like or if you move to a new area and somebody and you’re like, hey, you go post something on a Facebook group. Hey, I’m looking for the best medical spa in town. Does anybody know where to go? Right? And people will chime in because they want to chime in. Now, when you get those word of mouth referrals, the individual is going to do three things for sure. They’re going to conduct a search on the internet. Okay, so let’s say, if that person says, Oh my gosh, you have to go see Sally at XYZ Med Spa. She’s amazing. Okay, what am I going to do? I’m going to pull up my super computer that’s in my pocket, my phone, and I’m going to do a search and I’m going to look up that medical spot. Okay, first thing you’re going to find is reviews and the website. First thing that that person is going to do is they’re going to see the reviews. Okay, if that, if they conduct a search query on the internet, because when you search for that particular practice, nine times out of 10, 9.9 times out of 10. Google Maps is going to put their Google My Business up at the very, very top when you search based upon the name, okay, unless they’re running Google ads, and you’ll see their website, right? But for the most part, you will see their reviews at the top. Okay, because Google is thinking that you’re trying to find directions to that particular location. So make sure you are consistently getting reviews. I cannot, like, suggest it or express it as hard, as much as I’ve talked about it, or as much as maybe you know, our company has expressed how important it is throughout the years. Please have a system in place to continuously collect feedback. And you should have a feedback loop that says, Every time post treatment, an email or a text goes out, that says, Hey, how is your experience? And have it to where, if they if they had a great experience, it, you know, it automates and gives a Google review. If it’s a bad experience, it creates a form where people can rent you call them and solve the problem avoiding a potential one story review. The point is, continuously get Google reviews and have a process to mitigate potential one star reviews. Okay, so if you think that, hey, I have 20 reviews, 50 reviews, 100 reviews is enough, and you stop, you’re going to start to, you know, basically, collapse in SEO search when it comes to collecting new data on Google. My business and people like to also see new recent reviews. So make it a part of your practice. Your Practice is best practice. There you go to continuously get Google reviews every single checkout process. Make it a part of your system, okay? And integrate it through your booking system, your EMR system, your CRM system, whatever the case is, put a QR code at your checkout area, have that link, go to a specific landing page to give a review right there. Another great way is to offer some sort of incentive. Now, not in the sense of like, hey, we’ll give you X amount of dollars for a five star review. Don’t say that you don’t want to get into, like, the review gaging issues that Google’s policies have. But basically say, Hey, we love, we love feedback. And if you give us feedback, we have a drawing enter to win. You know, whatever it is, right? So stuff like that is definitely doable and definitely approved. Okay? So one of the things, obviously, is they’re going to look at your reviews. They want to know you are a credible resource that has the experience and capability to conduct a treatment to give them the look or experience or outcome they’re looking for they want to know you’re credible. Okay? Again, you are literally putting needles in the human body, the face, you know, wherever it is, right? And so it’s important to really, like consistently get feedback. They look at your reviews just like you look at reviews when you buy something on Amazon or when you are going to go to a hotel or an Airbnb right those way into your decision making process. These people that you are targeting typically have disposable income. They’re typically more affluent, right? And so they want to know that they’re going to get a good experience. You are the correct provider. You have experience and you and you care about your facility. The way you care about what you’re doing and you care about the treatment, therefore people have given you good reviews. Okay, so that’s number one.
Thank you for listening to medical millionaire. I wanted to take just a few short moments and tell you all about growth 99 University naturally, if you’re listening to medical millionaire, the success of your Med Spa is extremely important to you, and as it should be. And if you’re listening to medical millionaire, you are obviously looking for the best, most effective ways to take your Med Spa to the next level in both profit and customer success, enter growth. 99 University ranging from online education courses all the way to the full suite of marketing and web services. Growth 99 has your Med Spa covered. No matter the challenges that you’re facing, we are ready and able to help you achieve your next level in business profit and freedom to inquire about all of our support services and products, please visit growth 90 nine.com and while you’re there, click the university link and check out the companion course to this very podcast. Back to the show
number two, please have a nice website that is mobile friendly. I cannot express that enough. Have a nice website. Make sure the hero space, the home page, has a nice image to it. Make sure you have the ability to book online, and that that booking button never disappears. So if you go to your website right now and you start scrolling on your website, on your iPhone, your Android, does your booking button disappear? It should be on the far right hand side. Click a button and it should go to book online. Okay. Now I usually pretty critical about online booking systems, because some are more clunky than others, and the last thing you want to do is finally get someone to your website, click on, book an appointment, and then they have to, like, register their information. Like, make it seamless. Please select one where they can select either the provider, the date, the time the service, and then collect their information. Okay. Online payments is also big as well. Okay, but what I want you guys to get out of this is basically make sure that you have the ability to book online and your website is mobile friendly, also for the people that do not want to book online, the ability to click a button and have the phone ring. Okay, you have people out there that still want to make phone calls. You have to tailor your website to every persona, personality trait. Some people want to book online, give them the ability. Some people want to make a phone call. Give them the ability. Some people want to interact with a interactive chat bot. Give them the ability. If you don’t like chat bots, that doesn’t mean your consumers hate chat bots. Means that you do, again, tailored to every personality trait, have the ability to send an email, have the ability to fill out a form and even a self assessment or virtual consultation or like skin quiz, okay, these are strategic ways to collect data for any specific person that’s out there, whether where they’re at in their journey. The experienced people typically book online. The people that have a question like to make a phone call. The people that are not quite there yet like to do a skin quiz or a self assessment or virtual consultation. Okay, so have all those call to actions on your website. You’re gonna get more conversions. Okay? Next thing, please have before and afters on your social media. Instagram, your audience hangs out on when it comes to social two areas, Facebook, Instagram, Tiktok is definitely doing its thing. I don’t know what the future is for Tiktok when it comes to esthetics, but that’s more like personality driven fun atmosphere. When it comes to your work and treatment. Please make it part of your practice to post before and after pictures on your website, your services, your treatment pages, but most importantly, your social media. Okay? Because your buyer, or your potential new patient, is gonna go look at your social and they’re gonna look at your Instagram, and your Instagram should show professionalism. It should show personality. It should show smiling faces. It should show your facility, okay? It should show before and afters. So if you’re not posting before and afters on a weekly basis, make sure to do so, because when they land on your Instagram they’re not going to go look at your stories. They’re not going to go look scroll down your Instagram feed for hours and hours and hours of all your old posts. They’re going to typically look at just the top eight posts, the most recent ones. They’re not going to go through real Valley and look at all your reels. They’re going to look at your posts. All they’re doing, guys is they’re trying to get a gage on what the end result will look like. Okay, so if it’s word of mouth referral, they’re going to hit your reviews, they’re going to hit your website. They’re going to hit your so. Social media, if you can check all of those boxes, your conversion rates go up 85% if your website is not built for mobile, if you don’t have good reviews, or your review account is low, if you’re not showing the end result on your social they cannot understand how good you are or what it is that you do, and they may go look somewhere else. Okay, now, if they are coming to you from just a Google search, it’s the same process. They need to find you online. First and foremost, the easiest way to be found online, have great SEO, have great reviews, have a great Google My Business page, and run some Google ads. If you’re not running Google ads, make it a part of your marketing budget to run Google ads, you want to have a specific area on the top of Google search when somebody searches medical spa near me, Botox near me, best injector near me, semi glutide near me, filler near me. Like all of these specific keyword searches, you want to at least have an opportunity to be competitive for online search and bid on those phrases. You don’t have to have a huge marketing budget. I actually see a lot of people pulling back on their pay per click right now, which I think is a no no. Like I think anytime we’re in a retracting economy, you step on the gas and you take market share. Okay, so I’m a big fan of Pay Per Click ads and just send them to your website. Okay, you can send them to landing pages if you want to, but if you also just bid and send them to your website, you’re gonna have a competitive environment for online search, okay, especially if nobody in your surrounding areas running Google ads, and you want to be the top of Google search, like overnight run Google ads. Okay? So if they run, if they do a search, they find you online. You have a great website. They can book online. They can call your social media schedules. Your presence is on point. You have great reviews. Conversions go through the roof. Okay? The last thing is, please run ads on Instagram and Facebook. If you have a very great Instagram but you don’t focus a lot on Facebook, you’re missing an entire audience and vice versa. If your Instagram game is not great but your your Facebook game is great, right? Make sure to spend some time cross channel, okay? And there’s apps out there that like when you post on Instagram or Facebook, you can hit every specific channel, okay? So because people do go to Instagram and conduct searches, and if they find you, make sure you have link tree or a specific URL that they can click on, that they can take them to your website, take them to your reviews, take them to book online, everything that have right there they can make all the decisions they want right there, on side of the specific internet, right of online search, without even having to make a phone call. Okay, for the really savvy people, they don’t have to make a phone call. They can just look at your website. Know you know what you’re doing. Look at your before and afters, look at your social look at your reviews, book an appointment, boom, it’s done. You don’t have to do anything. So by investing the time in these areas, you will get all of that time back. You will get more conversions, and you will grow your practice. The practices that are doing this stuff continue to take market share. They continue to grow through patient acquisition, and they continue to retain their patients. Okay? And what happens is, if you are spending money on Google ads, or Facebook or Instagram ads, and you’re getting new patients. You do a good job, you get a Google review, you connect with them on social media, you get them on a membership plan, you upsell them, you sell them a skincare product. Build out a whole entire treatment plan for them. Now you’ve retained the client. Your client lifetime value goes through the roof, and then they’re going to send you referrals. They want to talk about you, they want to share their experience, because, right, you look beautiful and you’re proud, and you want to share about that, right? And so you need to understand the mindset of the consumer. And I think a lot of times, we get caught up in running our practice, we get caught up in running our business, and we completely forget who our consumer is. Like, it just happens, you just get busy, right? And so sometimes you just have to take a step back and be like, Okay, who is my audience? How do they find me? If they go through the journey, like, are they gonna select me? Are they gonna select them? And why analyze it, right? And so during your downtime, take the time to invest in these categories. Make sure to understand who your audience is, understand the journey. Go through the journey. Test it on your competitors, or go to a new town and test it and see exactly why you selected them, right? And just go visit other environments to kind of see what their processes are like. Okay, what they’re greeting. Is like, what their post checkout is like. Do you get emails? Do you get follow up texts? Do you get reminders? You know, another thing is, you can go to the conferences and really like brainstorm and pick up on a lot of great traits and practices that have helped other medical esthetics practices scale. Okay, so again, guys. Cameron Hemphill, here your host for medical millionaire. If you find this content valuable, please share it. Keep the conversation going until next time happy injecting you.