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Case Study: Skinney Medspa

Becoming the #1 Medspa in New York City

  • From 15K per month to over 1 MILLION DOLLARS per month
  • #1 World Ranking for utilization
    of Emsculpt, CoolSculpting, and Sofwave
  • From 100 leads to
    over 2K leads per month

Case Study: Skinney Medspa

Becoming the #1 Medspa in New York City

  • From 15K per month to over 1 MILLION DOLLARS per month
  • #1 World Ranking for utilization for Emsculpt, CoolSculpting, and Sofwave
  • From 100 leads to over 2K leads per month

“Medstar Media transformed how we attract and convert patients. We finally feel confident in our online presence and lead flow.”

Marisa and Adriana Martino, Founders of Skinney Medspa

Meet the Practice

CLIENT

Skinney Medspa

LOCATION

NYC & Miami

SERVICES

  • Body Contouring
  • Injectables
  • Weight Loss
  • Aesthetics

WHAT WE DID

  • Custom Website
  • Paid Ads
  • SEO
  • Campaign Funnels
  • Sales Training
Skinney Medspa Founders Adriana and Marisa Martino mobil

Case Study: Becoming the #1 Medspa in New York City

Client Goal

A premier New York City medspa approached our marketing team with a bold vision: to become the #1 destination for aesthetics and wellness in NYC.

They faced a major challenge: standing out in one of the most competitive aesthetic markets in the world. From celebrity plastic surgeons to dermatologists with multimillion-dollar ad budgets, NYC is packed with powerful players all fighting for the same patients. Despite offering elite technology and highly trained injectors, this medspa was virtually invisible online.

Challenges

  • Oversaturated Market: Competing against dozens of luxury medspas, dermatology clinics, and plastic surgery centers within a few miles.
  • Low Online Visibility: The website lacked SEO structure, E-A-T (Expertise, Authoritativeness, and Trustworthiness) signals, and a conversion-focused design.
  • Inefficient Ad Spend: Previous ad campaigns produced clicks, but did not result in booked appointments.
  • Reputation Gap: The brand’s real expertise and results weren’t being showcased effectively online.

The Treatment Plan

Just like every great transformation starts with a personalized plan, our marketing strategy began with a precise, results-driven roadmap designed to elevate visibility, credibility, and conversions.

1. Designed a Sleek, Mobile-First Website Built to Convert

We rebuilt the medspa’s online presence from the ground up with a custom, mobile-first website that reflects the brand’s luxury positioning and expertise. Every page was strategically designed to engage visitors and guide them toward booking a consultation, from high-impact hero sections to interactive before-and-after galleries and seamless online scheduling.

2. Launched Targeted Meta and Google Campaigns

We developed precision-focused Google and Meta ad campaigns aimed at high-intent audiences searching for specific treatments like Emsculpt NEO, CoolSculpting Elite, Sofwave, Botox, and lip fillers. By pairing persuasive creative with localized landing pages, the campaigns consistently drove qualified leads and improved cost per acquisition month over month.

3. Implemented Local SEO and Keyword-Driven Content

Our content and SEO specialists optimized every digital touchpoint for New York-based search intent. We enhanced the medspa’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) profile through expertly written blogs, service pages, and local landing pages, positioning the clinic as a go-to authority in NYC aesthetics. This approach helped secure top-ranking visibility for the city’s most competitive keywords.

4. Set Up Lead Tracking and Automation to Streamline Follow-Ups

To ensure no opportunity slipped through the cracks, we implemented lead-tracking systems and automated workflows to nurture inquiries from first click to booked appointment. The result: improved follow-up speed, stronger conversion rates, and data-driven clarity on what truly drives ROI.

5. Sales and Follow-Ups

Medstar Media strengthened SKINNEY’s conversion process by developing tailored sales and follow-up training for their team. These programs equipped staff with the tools and confidence to build stronger client relationships, manage leads strategically, and guide prospects from initial inquiry to loyal, long-term clients. By standardizing the follow-up process and enhancing communication techniques, SKINNEY saw measurable improvements in both lead retention and conversion rates.

ROI, Results Are In

  • From 15K in Top-Line Revenue to over 1 MILLION DOLLARS per month in Top-Line Revenue
  • #1 Worl Ranking for utilization forEmsculpt, CoolSculpting, Sofwave in NYC
  • From 100 leads to over 2K leads per month

Why It Worked

  • Strategic retargeting reduced ad waste by keeping the brand top-of-mind for warm leads while optimizing spend toward audiences most likely to book.
  • A UX-focused, mobile-first website increased booking conversions through intuitive navigation, clear CTAs, and a seamless user journey from discovery to consultation.
  • SEO and Google reviews built sustainable local visibility, boosting organic rankings and long-term trust that positioned the medspa as NYC’s go-to aesthetic destination.
Skinney Medspa Images Medstar Media

Ready for Growth Like This?

At Medstar Media, we don’t just run campaigns — we build complete growth ecosystems. From custom, conversion-focused websites and high-performing Google and Meta ads to SEO, content strategy, and automated lead nurturing, every element works together to position ambitious clinics as trusted market leaders.

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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.