“The goal is more patients, not more followers…”
Everywhere you turn, it seems there’s a marketing expert pushing you to create more content for social media.
“Do video. Get on Instagram. Run more Facebook Lives.”
And while these strategies have their time and place, many spa directors assume having a large “following” automatically translates into attracting a lot of patients from social media.
That’s not always the case, however. Why?
The Difference Between Buyers and Fans
Because there’s a critical difference between having an audience made up of followers, and one made up of buyers.
Here’s how you can spot the difference:
✅ An audience wants information – A buyer wants results
✅ An audience wants infotainment – A buyer wants their problems fixed
✅ An audience wants to consume – A buyer wants treatment
✅ An audience wants you to have a big following – A buyer follows your lead
✅ An audience says “Great video!” – A buyer says “Great work!”
✅ An audience tags their friends – A buyer refers family members
✅ An audience praises Before and Afters – A buyer lets you use their Before and Afters
✅ An audience says “Thanks!” – A buyer says “Here’s someone you need to talk to.”
And most important:
✅ An audience pays attention – Buyers pay in cash 💰
If in the process of driving new patients to your practice, you happen to build a following on social media…awesome.
That’s how it should be.
Most Followers Aren’t Buyers
But make no mistake, there are many companies out there (med spa or otherwise) with huge audiences of people who will never EVER spend any money with the business.
My advice: Don’t become one of them.
Yes, there’s no denying med spas should use social media to provide engaging content that engages leads while nudging them closer to booking that first appointment. Which is why content marketing and brand building are so important.
However, if the goal of a social media marketing campaign includes accumulating more followers, getting more “engagement,” or increasing any metric that isn’t directly connected to getting appointments booked…
…it’s a waste of time.