Med Spa Marketing for Physician-Directed Clinics

Built for. Multi-location, physician-directed med-spa groups with compliant treatment governance, consult capacity, membership programs, and strong visual content.

By concern, never by attribute. Build consultation-first acquisition by treatment concern/category, not personal-attribute targeting; and launch membership, treatment-plan, and rebooking lifecycle programs through consented databases.

One company. MBI is one company that plans, produces, and delivers direct mail, print, digital campaigns, and seminar marketing from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →printing services →

The documented mail. Med-spa postcard campaigns use a defined local radius and recurring seasonal treatment messaging to keep the practice visible until a prospect is ready to book.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists →targeted direct mail →postcard mailing services →

The documented campaign. Local-radius direct-mail postcard campaign with a seasonal treatment offer, such as summer skin preparation.

Education on the same rotation. Use seasonal skincare and event-readiness education with medical review.

direct mail marketing services →direct mail cost →

The documented campaigns. Med-spa acquisition guidance identifies Facebook and Instagram treatment-specific campaigns and retargeting as active channels for new bookings; review applicable privacy, platform, and professional requirements before launch.

The review list. Medical director, state scope-of-practice, claim substantiation, photo-release, pricing, and financing review are essential. Avoid ads that assert or imply sensitive personal attributes.

Meta's advertising standards state that ads must not contain content that asserts or implies personal attributes, and name race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical conditions), vulnerable financial status, voting status, membership in a trade union, criminal record and name as the attributes covered.

Meta advertising standards, personal attributes

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta advertising standards

direct mail and digital marketing →digital advertising services →

The documented texts. Use consented SMS for reactivation and special offers; protect privacy and keep the messaging appropriate for a healthcare setting.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them; that senders should not use opt-in lists that have been rented, sold or shared and should create and vet their own; that consumers should have the ability to opt out at any time through multiple mechanisms; and that senders should acknowledge and honor all opt-out requests by sending one final opt-out confirmation message per campaign.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.2–5.1.4

seminar email and sms reminders →direct mail and digital marketing →

The documented formats. Open houses and in-clinic events are the documented med-spa event formats.

45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.

HIPAA Privacy Rule, 45 CFR 164.508(a)(3)

seminar marketing services →seminar email and sms reminders →

The formats. Direct-mail postcards, patient-education brochures and med-spa service booklets.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long required to be at least 0.009 inch thick; at not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard.

USPS Domestic Mail Manual 201.1.2.1

printing services →direct mail cost →