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COVID 19 MARKETING: RUNNING YOUR MEDSPA DURING THE PANDEMIC

9 STRATEGIC PIVOTS TO TURN CRISIS INTO OPPORTUNITY

As the Coronavirus crisis shutters spas and clinics across the country, it is normal to feel apprehension. At Medstar Media, we are closely watching this rapidly evolving situation and working hard to safeguard the marketing investments of our clients.

We have compiled some tips for Covid 19 marketing including strategic pivots that medical spas and practices can take to make the most out of this unprecedented situation.

TIP #1: DON’T PANIC

First and foremost, hang in there. Soon the dust will settle, and things will return to normal. Hopefully. Remember, during times of crisis, there is danger, but there is also opportunity. The spas and practices that will recover the quickest are the ones who use this downtime wisely.

One silver lining to social distancing is that people are staying at home with their families. And when people stay at home with their family, they get fatter. Their skin gets drier. They let themselves go. Things will calm down, and much like the post-holiday season, people will be excited to get out and improve their appearance.

TIP #2 COMMUNICATE. COMMUNICATE. COMMUNICATE.

Times are uncertain. Therefore, communication with your patients or clients is critical for proper Covid 19 marketing. Eliminate any confusion with clear messaging.

Draft a concise message outlining how your business is responding to the crisis. Include answers to common questions.

Distribute this message via:

  • Email blast: We suggest putting out an email blast to your existing clientele and leads.
  • Social Media: Create an Instagram story as well as pinning a post to the top of your Facebook page explaining the present standing of your operations.
  • Your Website: Create a banner for your website with your message. We also suggest creating a separate page. It can contain the same content as your email message.
  • Voicemail: Change your voicemail message to include a statement about your spa’s operation during the CoVid crisis.

TIP #3 OFFER VIRTUAL CONSULTATIONS | TELEHEALTH IS THE NEW NORM

Your patients aren’t gone. They are just online.

As the Coronavirus outbreak shutters spas and clinics across the country, more and more providers are engaging with potential clients via “virtual consultations.”

Telehealth is the new norm. We strongly suggest you offer virtual consultations. Make it as easy as possible on your prospective clients by downloading the major video conferencing platforms (WhatsApp, FaceTime, Google Hangouts, etc.)

President Trump encouraged “everyone to maximize the use of telehealth to limit exposure to the virus” and relaxed HIPAA regulations around video conferencing platforms.

If you insist on a HIPAA compliant platform, we recommend Zoom’s healthcare platform. It is secure, allows patients to send pictures, and starts at $200 a month.

*Emphasize the fact that you are offering virtual consultations in your messaging, on your website, social media, voicemail message, etc.

TIP #4 ECOMMERCE | SELL NOW. CONSULT AND TREAT LATER

Consumer buying habits are changing. More people are buying online, and many are making more impulse purchases.

So, even if the Coronavirus wasn’t significantly impacting the way you do business, eCommerce platforms, are essential for staying at the forefront of your industry in the digital age.

HOW DO ECOMMERCE PLATFORMS WORK?

Ecommerce platforms, such as WooCommerce or Shopify, allow customers to pre-buy services before coming into your spa or clinic for a consultation and treatment.

We’ve seen eCommerce platforms really deliver for many of our clients.

For example, SKINNEY Medspa promoted a black Friday sale and sold over $100,000 in CoolSculpting cycles in just five days using an eCommerce platform. SKINNEY didn’t speak to a single customer or conduct a consultation to secure these transactions. It all happened online.

Their customers bought CoolSculpting packages through Shopify and then went into SKINNEY Medspa to receive their consultation and treatment. Some consumers bought too few cycles. SKINNEY up sold them during the consult. Some consumers bought too many cycles. SKINNEY credited their client’s account.

TIP #5: OFFER INCENTIVES

If your website is set up for eCommerce, we recommend offering incentives and exclusive discounts for clients that pre-pay for treatments or purchase gift cards. This is a great way to market during Covid 19.

Some spas offer a $100 account credit for clients that purchase a $500 gift card. Some spas include a free skin tightening treatment for anyone who purchases a body contouring treatment. What incentive would appeal most to your clients? Right now, everyone is online. It is black Friday all over again. Consumers are more impulsive when they shop online, and it is hard to pass up an unbeatable offer. Offer a great deal. Bring in revenue now. Treat later.

TIP # 6: SEARCH ENGINE MARKETING (SEM): TO SPEND OR NOT TO SPEND ON MARKETING DURING COVID 19?

The decision to continue or pause your ad campaigns is a complicated one. Some medical spas have the capital to continue their ad spend. Some med spas do not. Learn more about online advertising.

IF YOU HAVE TO PAUSE YOUR AD SPEND

If you have paused your PPC campaigns for financial reasons, remember it is imperative to restart your campaigns at least two weeks before reopening your doors. It takes a little time for these ad campaigns to get momentum and you will want things in your pipeline so you can hit the ground running once your business is back up and operating as normal.

IF YOU CAN STILL INVEST IN PAID ADVERTISING

This may seem like an appropriate time to cut back on ad spend. However, with many spas and practices suspending their ad campaigns, there is an unprecedented opportunity to swoop in and grab a huge piece of market share via digital advertising, if your budget allows.

Remember, your patients aren’t gone. They are just online. And from a digital marketer’s perspective, downtime + the internet = opportunity.

MAKE SOME STRATEGIC PIVOTS: Many consumers now have time to research procedures they are interested in. Adapt your marketing campaigns—beef up your social media ads. Change your PPC ad copy to emphasize virtual consultations and pre-paid promotions.

Need advice on what to do with your digital marketing during the CoVid crisis. Schedule a FREE consultation with Medstar Media.

TIP #7: SEARCH ENGINE OPTIMIZATION (SEO)

If you cannot afford to continue your search engine marketing (SEM,) focus on search engine optimization (SEO.) SEO is still the best converting marketing strategy out there. Just remember that SEO is a long-term investment yet by far the one with the best ROI. SEO produces higher quality leads than SEM, and unlike SEM, SEO is immune to changes in marketing trends (whether they be seasonal or situational, like the one we are currently experiencing.)

If you invested in SEO previously, you are well-positioned for this crisis. If not, start now. You have the time.

Remember, content is king.  And you are the expert. Write what you know. We are happy to provide ideas to write about. Post it to your blog.

Content is not just copy; it includes images, videos, and other media that informs and educates the consumer. Remember to promote all new content on your social media platforms.

Let us know if you need help. Our SEO services are some of the best in the nation.

TIP #8: USE THE DOWNTIME WISELY

Don’t let this opportunity go to waste. Develop the areas of your business that are lacking. Want to learn more about social media? We are offering a free video conference that teaches your staff how to create ads for Facebook and Instagram. If you are interested, schedule a free consultation with Medstar Media. Want to improve your customer relations management (CRM)? Schedule a free consultation. We will provide a free class on improving telephone performance and front desk practices.

TIP #9: DON’T BE AFRAID TO ASK FOR HELP WITH COVID 19 MARKETING

Like most of our clients, Medstar Media is a small business, family-owned, and operated. We want to help you out during this uncertain time. We understand that cash flow is limited right now and would be happy to give you advice, for free, during a complimentary consultation. We know that the best way to gain new clients is to show them what we can do and that we care, personally, for each and every medical spa we work with.

We are here to help. Reach out to schedule a free video conference call. We will freely share advice and show you real-world examples of strategies that work.

Chris Zelig Medstar Media

About the Author

I’m Chris Zelig, Founder & CEO of Medstar Media. I’ve spent over 15 years in the aesthetics and cash-pay medical space, building my career on a lesson my dad taught me early on—keep things simple, fast, and easy. That mindset has become the cornerstone of my marketing approach. I focus on helping small, privately owned providers outperform larger competitors. My first aesthetics client, SKINNEY Medspa, grew from a family-run business into New York City’s #1 medical spa and the world’s leading provider of CoolSculpting and Emsculpt. Since then, I’ve gone on to represent top cosmetic accounts nationwide and create viral campaigns for causes such as early cancer detection.

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Vania

Behind the Screens

I make sure people call their new medspa friends back.
Consistent and creative follow-up with leads
My background in trauma-focused therapy.
A value-based monthly membership program with fun activations keeps your client base engaged with new services and following the recommended treatment protocols.
Christine A.

Behind the Screens

I make internet pictures that try to win people’s attention. Basically, I figure out what will make someone stop scrolling, look twice, and hopefully think, “Hmm, I want that.”
Canva. We’ve spent an unreasonable amount of time together. It’s quick, flexible, and lets me go from a random idea to something people can actually see and react to without making the process unnecessarily complicated.
I’m surprisingly good at making things look effortless, after several very non-effortless attempts. I enjoy taking messy ideas, lots of information, or vague feedback and turning them into something clear and easy to understand.
Don’t guess what works. Test it. Something can look brilliant in theory and completely flop in practice, so I’d rather let the audience tell us what works and keep improving from there.
Rafael A.

Behind the Screens

There are steps needed when handling leads to get the best results possible. It is my job to train practices in these steps and to make sure that, after the training, these steps are taken. I follow up with the teams to address areas of opportunity to constantly improve the lead management process.
My favorite marketing tool is the Medstar App, especially when it’s set up correctly for lead management, automations, follow-up, SMS/email campaigns, and pipeline visibility. It helps connect marketing efforts directly to conversion outcomes.
Besides a magnetic smile, I bring strong lead-management and process-optimization skills. I’m good at reviewing workflows, finding gaps, and helping teams turn more leads into booked appointments.
Don’t let good leads die because of slow follow-up. Marketing gets the lead in the door, but the process behind it is what actually closes the appointment.
Kylie N.

Behind the Screens

I help businesses show up when people search for things on Google. It’s kind of like helping a business put up the right signs so people can find their way to it, only you’re looking online instead of in person.
Google Search Console. I love digging through search data and finding little opportunities hiding in plain sight. It feels a bit like detective work.
Professionally, I’m surprisingly good at turning a big, messy pile of information into something organized and actionable. Personally, I’m a seasoned pro at collecting hobbies.
Don’t create content for algorithms; create it for people. Understand what your audience actually wants to know, then use SEO to help them find it.
Areesha T.

Behind the Screens

I help people work together to build cool things on the internet.
Paint the canvas, spending time with friends & family.
Understanding their vision and helping turn ideas into real results.
Know your audience first — great marketing starts with understanding people.
ChatGPT — my brainstorming partner for ideas and problem-solving.
Nathalia G.

Behind the Screens

I usually step away from the project and do something creative, such as painting, drawing, or listening to music. Giving my mind a break often helps the missing puzzle piece fall into place. When I need inspiration, I like exploring other creative outlets and using them to approach the project from a new perspective.
Spending time with my family and friends! I really value the people around me and enjoy slowing down, being present, and staying offline during those moments.
Always consider the customer and their needs before creating a strategy or plan. One should guide the other. When you understand your audience and maintain strong communication with the client, digital marketing projects tend to run more smoothly and successfully.
Honestly, I’d say Instagram. I love using it to spot trends, see what people are responding to, and understand how brands are connecting with their audiences. A lot of my best ideas come from observing what feels natural on the platform and then finding a way to make it work for the brand.
Positivity! I’m usually the one cheering people on, celebrating the little wins, and bringing good energy to the conversation.
Carie G.

Behind the Screens

I love putting on some music, it always helps me get into the right headspace and set the tone for my design work. Matching the vibe of the music to the brand’s aesthetic is my favorite way to find fresh creative motivation.
When I’m off the clock, I love walking the nature trails near my home or relaxing with a good book. Anything that gets me away from screens to recharge.
Always ask yourself if the content you’re creating will truly resonate with your audience. It needs to feel personal and authentic, rather than just pushing out content for the sake of it.

Definitely Adobe After Effects. It’s my absolute go-to for editing video content, especially for social media. With so many options for detailed motion graphics, I really couldn’t live without it.

I love using my design skills to bring a client’s vision to life. Seeing them excited about the final result is the best feeling, and I thrive on collaborating hand-in-hand to build their brand.
Bryan G.

Behind the Screens

I like going to the movie theater, reading, or hanging out with my family.
Claude
Response time
I like to go for a walk in nature, especially by the water.
I make sure the people who hire our company are happy.

Bre C.

Behind the Screens

When I’m off the clock, I love spending quality time with my two kids—whether we’re playing or just hanging out, I try to be as present as possible with them. It’s the best way for me to recharge and stay grounded.

My favorite digital marketing tool is Canva because it makes designing quick, easy, and fun, especially with the wide variety of templates available. It’s great for creating polished content efficiently.

One piece of advice I always follow is to keep learning—digital marketing is constantly evolving, so staying curious and adaptable really makes a difference. It helps you stay ahead and bring fresh ideas to the table.

When I feel stuck, I like to step away and go for a walk to get some fresh air; it helps me reset and come back with a clearer, more creative mindset. Even a short break can make a big difference.

I also bring a graphic design background to the team, which helps me review mockups with a trained eye and offer thoughtful, practical feedback to clients. It allows me to bridge both strategy and visual execution effectively.

Myranda G.

Behind the Screens

During the week, I’m certainly a home-body! I’m within walking distance to pilates, so I do love to take advantage of that as well as get outside and go for a walk on the lake. Outside of that, I love to try new recipes, spend time with my dog and binge the best reality TV. On the weekend, I’m an avid errand runner, so you’ll find me out and about getting coffee, running to Target at least 3 times, and taking part in some sort of self-care routine!  
Most people build their career around a title – I built mine around an industry I have a genuine passion for. Over the past 10 years in aesthetics, I’ve worked across operations, practice management, sales, marketing, customer success, and coaching. Because of that, I’m able to do more than just fulfill a role! I understand the moving parts, pressures, and responsibilities that go into helping an aesthetic practice truly thrive. 
My goal in everything I do is to make a positive impact in the people’s lives I’m introduced to, whether that’s for the short term or the long term. There’s very few places people can go to with an insecurity or something they want to fix – or my preferred way of seeing it, enhance. This industry allows you to be a part of that. You meet people from all different walks of life, get to know them on a personal level and be a part of sometimes the best and worst stories of their lives in real time. We get to shape that experience in a positive way. And working with our clients where we focus on bringing these new patients to them, allows me to be a part of a positive experience that touches so many more people. I’m a big believer that whenyou keep the people you work with happy, that translates down to the client themselves, their team and then to their patients. That brings me so much fulfillment – a single experience can change everything. 
You have to take your personal bias out of what you think works. Sometimes what you think may be the best ad you’ve ever launched, produces the lowest results. Marketing is a strategy and where quality is always a top priority, success is number one! An algorithm can be unpredictable, so trust what the data and analytics are showing you and let’s use them to accurately monitor the outcomes!
I love to step away for a moment and purge. When I’m feeling stuck or at a standstill, it’s time to make room for new ideas and to get my brain flowing in a whole new way. Sometimes that’s a small project like finding a junk drawer and decluttering. Other times it’s my closet or my garage! But when I am able to spend time getting rid of things, I get super inspired by a newly organized space and start thinking of all the new things I could do to continue improving – it then spirals to all aspects and I feel completely re-energized and re-focused!
Jackie M.

Behind the Screens

Imagine your school principal has SO many things to do that they can’t keep track of everything by themselves. The Chief of Staff is the person who helps organize things, reminds people what to do, solves problems, and makes sure everyone works together nicely, like the person who keeps the whole team running smoothly.
When I’m off the clock, I’m usually with my husband and our two boys — swimming, traveling, spending time at the beach, and being talked into roller coasters at Universal Studios that I immediately regret. I’m also a big musical theater fan, love singing whenever I get the chance, and am always looking for new restaurants and recipes to try. And once the kids are asleep, you can usually find me unwinding with a true crime documentary or a little too much Bravo reality TV.
My guilty pleasure in the digital world is definitely TikTok — I’ll tell myself I’m just going to “check one thing,” and suddenly I’ve fallen into an hour of everything from recipes to random deep dives I didn’t know I needed.
I’m surprisingly calm. No matter how hectic things get or how many moving parts are in play, I tend to stay steady, think clearly, and help keep things grounded so the team can focus and move forward without the panic spiral.
I usually spark creativity by stepping away from whatever I’m stuck on and getting outside for a walk. Fresh air and movement help reset my thinking, and I’ll usually put on music to shift my mood and break out of the loop I’m in. That combination helps me come back with a clearer head and new ideas.
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