Developing a medspa treatment that no other business can offer is good for your clients — and for your marketing strategy

If you run a medspa, you know that the competition is fierce. There are more than 10,000 medspas in the United States — a number that has nearly doubled since 2018. While offering excellent service should still be the backbone of your business, that alone may not be enough to set you apart from your competitors. To stand out in a crowded field, you need something that no other medspa can offer. In other words, you need a signature treatment.

True to its name, a signature treatment is a specialized regimen unique to your business. Other medspas may offer similar services, but something about your treatment — your techniques, your attention to detail, even the order you do things — can’t be found anywhere else.

Developing a signature treatment requires both creativity and people skills. But if you succeed, you can delight existing clients and attract a steady stream of new visitors.

How to develop a signature treatment

The beauty of a signature treatment is that it can be anything you want it to be. That may also be your biggest challenge. Your medspa might offer peels, needling, injections, light therapy, laser treatments, ultrasound, sculpting — the list goes on. Your signature treatment can combine some (or all!) of your services in any order you choose. Naturally, more complex regimens will take longer and cost more money than simple ones.

There’s no single “right” way to create a signature medspa treatment. However, there are two guiding principles that you can use:

• What can my business do that no other business can?

• What can my business do better than any other business?

To answer those questions, try these strategies:

Talk to your clients

Apart from you and your staff, no one knows your business better than your clients. They know which treatments they like, how often they want each one, and what they’re willing to pay for a package deal. You can talk with clients one-on-one, distribute surveys after each session, or conduct polls online. If you offer them a small discount or gift, clients may be more willing to share their thoughts.

If you have a strong relationship with certain clients, you can even ask them to try out potential signature treatments to get their reactions. Their feedback will be one of the most valuable tools at your disposal, particularly if many of them praise or criticize the same things. 

Incorporate technology

From injectables and microderm machines to soundwaves and lasers, medspas use new and innovative tools to give their clients the best possible experience. Staying on top of the latest trends in dermatology allows you to discover all sorts of useful devices and techniques. If you incorporate this technology into your services before the competition, you’ll have a unique angle for your signature treatment. Trade publications, industry websites, and scientific journals can all be valuable resources here.

Remember that not every new piece of technology will ultimately be successful. Before investing in new gear, ask yourself whether it will integrate well with your existing services — and whether your clients will want it. A signature treatment should play to your strengths, not force you to overhaul your business model.

Find your USP

If you’ve been in business for a while, you’ve probably heard of the USP, or unique selling point. The USP is what sets your medspa apart from every other medspa on the market. It’s something that your clients simply can’t get if they visit one of your competitors. With a USP, you can craft a memorable brand identity. 

Ideally, a signature treatment should express your USP. If you pride yourself on personalized service, for example, then you could allow clients to choose from a list of treatments to customize their own sessions. If you’re one of the first medspas in your region with a new device or technique, put it front and center. Once you find your USP, you can give your clients something they can’t get anywhere else.

Translating signature treatments into sales

Signature treatments are good for businesses, as they give your medspa a unique identity that can tempt clients and set you apart from your competition. Still, designing the treatment is only the first step. After that, you have to get the word out.

Develop a marketing strategy

Every medspa, no matter how successful, needs an ongoing marketing strategy. New clients need to know about your services, while existing clients may need a nudge to try new things. A signature treatment can attract both categories. For people who have never visited your medspa before, signature treatments give a good idea of what your business does and about how much they can expect to spend. For returning patrons, signature treatments may include interesting services they’ve never tried before.

Once you’ve developed your signature treatment, tell new clients about it with local advertisements or on social media. Let existing clients know via email and text marketing campaigns.

Have clients spread the word

Clients are an invaluable resource when you’re designing a signature treatment, and they can be just as instrumental in spreading the word about it. Once your signature treatment is finalized, encourage your existing clients to try it out. If they like it, ask them to tell their friends and family. (This can be even more effective if you offer everyone involved some kind of incentive.) If they don’t like it, solicit their feedback again and see what you can fix. Remember: Your loyal clients will tell you what’s wrong. New clients may simply visit another medspa instead.

Build your brand

A signature treatment isn’t just a series of medspa services; it should also tell your clients what your business represents. Every medspa embraces a certain ideal above all others, whether that’s luxury, efficiency, innovation, tradition, exclusivity, or accessibility. Your image, values, reputation, and services are all part of your brand.

A carefully crafted signature treatment can enhance your brand, showing clients that the services you offer and the identity you cultivate go hand-in-hand. Clients value authenticity and are willing to pay more for it. A signature treatment that captures what clients love about your business can be the cornerstone of a successful brand strategy.

The ultimate goal is to create a signature treatment that entices new clients, pleases existing ones, and reinforces your medspa’s reputation and values. This might require some trial and error, especially if you’re used to selling services à la carte. If you succeed, though, you can attract more clients, earn more revenue, and create a stronger business overall.