Your med spa NEEDS Instagram in its social media arsenal.
Instagram is a gold mine for the younger (prospective) patient demographic. It’s especially relevant for patients between 18-29 years old. According to the Pew Research Center, 73% of users in this age bracket check in with Instagram at least once a day.
With that level of check-in, your med spa can easily stay top of mind with prospective patients!
Instagram can energize your existing base while also bringing in new patients. In addition to traditional posts, reels, IGTV, IG Live, and direct messaging compel many potential patients to investigate your med spa further.
The potential and tools are there, but you need to maximize your Instagram marketing strategy to bring in the most patients.
While your med spa should consider paying to boost your Instagram visibility, there are many things your practice can do (on your own!) to better build and engage with your patient base.
Mercedes Zavala, the founder of Blush Co Aesthetics and a close partner with Med Aesthetics, is our resident expert on optimizing Instagram for medical and aesthetic practices. We will go over her tips for 4 areas that will attract, retain, and convert Instagram patients.
Your prospective patients generally give you about six seconds on your profile before deciding to leave... or stay and follow your account. So, MAKE YOUR INITIAL IMPRESSIONS COUNT! Focus on what your prospective patients will first see when viewing your account.
But first, you’ll need to set up the right kind of account. We highly recommend setting up a business account, instead of a personal one. A business account expands your search reach, ability to respond, and analytics.
Now that your account is set up, you are ready to fill out the fields of your Instagram profile.
Everyone benefits from a clean landing page. Your practice gets contact information from prospective patients, and you provide a distraction-free experience for patients that are simply browsing your profile.
*Expert Tip: Campsite.bio is a free tool that allows you to quickly make a landing page for multiple links under one main link.
Instagram has grown to be much more than a photo-sharing app. Your practice now has a range of content options that can engage with your patients in many ways. The top of the list is video and messaging capabilities.
Your focus should be on creating content with value. Interest in the beauty industry is at an all-time high. With so much interest your goal should be to educate, entertain, and build trust between your practice and your prospective patients.
Cater to this demand with this kind of content: before and afters, video, and user-generated content.
Now that you know what kind of content to post, you might have the question: How often should our practice post? We suggest posting no less than 3 times a week.
It’s important to remain consistent with your social media presence. Your posts need to coordinate under your unique med spa brand. Patients need to know what to expect from you, and a constant presence creates that understanding. With your Instagram posting, focus on frequency and consistency!
*Expert Tip: We are often asked how many and what types of hashtags to include with a post. Insta allows for up to thirty hashtags. We suggest using at least eleven each time. Include at least five branded hashtags (practice name, specialized treatments, etc). Also, use hashtags that tie into your location. For example, if you were based in Los Angeles: #downwntownlalife or “#momsofla. Always focus on your target demographic.
Instagram DMs (direct messages) can feel overwhelming. They can feel endless. It can seem like the wild wild West with questions all over the place about treatments, costs, hours, fat treatment comparisons, etc… There’s a reason why the vast majority of messages to businesses/practices never get answered!
However, don’t miss out on this invaluable way to connect! Your (prospective) patients will feel valued if their questions are responded to, and will ultimately be more inclined to book with your practice.
So how can you stay on top of your direct messages? Use Instagram’s direct messaging tools to make responding more manageable!
For example, rely on the saved reply feature (provided only within a business profile). Saved replies are responses you can set up in advance for FAQs (frequently asked questions) via DMs.
You can set up automatic responses by first finding the “saved reply” feature in the business settings. Next, set up a brief shortcut and the response you want to have sent out with that shortcut. When you type in the shortcut in the reply box, a blue icon will appear that when clicked, will auto-fill your saved reply.
For example, maybe you are constantly being asked about the cost of a specific filler, but you would prefer to have that conversation on the phone and not over direct message… You have the power to guide the conversation! Your saved reply could be “Hi there! Our pricing for filler varies by desired treatments & filler type, starting at $600 for one syringe. I’d love to get you on the schedule for a consult to determine which treatment is right for you!” You could consistently access this reply by typing in the shortcut “fillercost” when this question pops up in your DMs.
Responding to all your direct messages is possible! Use time-saving tools and be consistent with your replies to all your patients.
You’re rolling out content and responding to direct messages, but how can you know what's working?
Check out the analytics dashboard on your Instagram account! Follower growth, audience engagement, brand reach, and brand mentions are the four most relevant metrics for your med spa.
Ask yourselves the following questions as you look at each metric:
Analyze your data with the intent of improving your Instagram marketing strategy. As you better understand prospective patients' behavior, you can hone in on those most likely to become your patients.
The potential for new patients is limitless on Instagram. But you must be strategic to give those little squares the most impact!
You can maximize your Instagram marketing through user-friendly profiles, effective content, speedy direct messaging, and ongoing assessment. Be active. Engage often. And have fun! It shows in your content.
Remember, social media is all about connecting and engaging with your following. As you genuinely and consistently interact, you can bring in new patients, enjoy more return appointments, and watch your med spa’s revenue rise.