If you had $5,000 to grow a med spa, where would you put it?

Kevin and Mitch approach that question from different angles, but neither starts by chasing the newest marketing tactic. Before spending on ads, Mitch wants to know what the practice already has and whether it is actually using those assets well.

For an established med spa, that starts with the patient database. Existing patients can create growth through repeat visits, larger purchases, referrals, and reactivation. Mitch recommends identifying the top-spending patients, learning what makes them valuable, and using those insights to attract more people like them.

There is also opportunity hiding in patients who already showed intent. Someone who booked but never visited is very different from someone who has never engaged with the practice at all. Reaching back out to those patients through SMS can create revenue without paying to acquire them again.

But none of that works well without the right infrastructure. If the practice cannot collect SMS opt-ins, track referrals, segment patients, or understand where bookings come from, part of the budget may need to go toward better software and systems first.

Kevin takes another route and puts his $5,000 into content. Not one expensive video hoping to go viral, but a consistent system for producing patient stories, provider stories, and brand content that can support organic social, advertising, and referral campaigns.

When it is time to invest in paid media, Mitch recommends looking at the competitive landscape rather than automatically choosing a platform. Google may be crowded in one market while Meta offers more room to compete, or the opposite may be true.

The goal is not simply to spend $5,000. It is to build something measurable, learn what creates a return, and reinvest in what proves it can grow the practice.