Let's TalkLet's TalkThe fastest sales cycle in aesthetics, and the one most dependent on repeat visits - so the work is as much about the second appointment as the first enquiry.
Most med spas price their marketing against a single treatment and then wonder why the numbers never work. Send us 12 months of appointment history and we will show you revenue per patient over their first year, by treatment entry point. That number is what you can afford to spend, and it is usually two to four times what the practice assumed.
Local conditions that change the plan, rather than the state name pasted into a template.
Miami, Fort Lauderdale and Boca Raton have a med spa count per capita that makes the paid auction brutal and the organic map pack close to unwinnable on generic terms. Clinics that survive there do it on a specific procedure or a specific patient, not on the word aesthetics. A generalist campaign in Broward County competes with everyone and is chosen by no one.
Winter residents and the events calendar concentrate demand between late autumn and spring across the coastal markets, then it drops. A flat monthly budget overpays in the trough and underbids exactly when the auction is worth winning. The clinics with the best cost per booked treatment flex spend against that curve rather than against the calendar month.
In Miami-Dade a Spanish-first campaign reaches a market the English auction is not competing for, at materially lower cost. The failure mode is treating it as a translated duplicate of the English ad: the offer, the proof and the objection are different, and creative that reads as translated signals an outside clinic to an audience that has plenty of local choice.
The board that governs your advertising depends on the licence you hold, not only on the state. These are the rules that bite in Florida.
Fla. Stat. 456.062 requires any advertisement for a free, discounted or reduced-fee service by a health care practitioner to carry a prescribed statement in capital letters, clearly distinguishable from the rest of the text, setting out the patient's right to refuse or cancel payment for services performed within 72 hours of responding. Package pricing, introductory units and first-treatment offers are the whole of med spa marketing, which makes this rule unusually expensive to ignore here.
Rule 64B8-11.001 deems an advertisement deceptive if it creates false or unjustified expectations of beneficial assistance. Aesthetic results imagery is the most common way that happens - a single flattering outcome presented as representative. The fix is not to abandon the format but to make what is shown honest about typical results and what produced them, which is also the version that survives a consultation without the patient feeling misled.
Florida's Patient Brokering Act, Fla. Stat. 817.505, prohibits paying any commission, bonus or kickback, in cash or in kind, to induce patient referrals, and treats free or discounted treatment given in exchange for referrals as a payment in kind. Per-booking influencer arrangements and refer-a-friend credit are exactly the structures it reaches. Violations are charged as felonies, so this is a question for your counsel before the campaign, not after.
The same programme as everywhere, run against this state's rules.
Our nearest comparable engagement is the multi-location group in the case study below, at 31,000+ leads and a $19 cost per lead. We are not going to dress it up as a Florida med spa, because it was not one. The transferable part is the machinery - offer construction, speed to first contact, and the show-rate work that turns a booking into an attendance. The Board of Medicine constraints above are the part that does not transfer from anywhere.
Read the full case studyIf a health care practitioner licensed under the chapters Fla. Stat. 456.062 covers is advertising a free, discounted or reduced-fee service, the prescribed statement is required in capital letters and clearly distinguishable from the surrounding text. Med spa marketing is built almost entirely on introductory and package pricing, so in practice it applies to most of what a clinic wants to run. Confirm the current wording with your counsel - we build the creative so the statement is legible rather than hidden, because an ad fighting its own disclosure line converts badly anyway.
That is precisely the structure the Patient Brokering Act is written to catch, and it does not matter whether the payment is cash or free treatment - the statute reaches payments in kind. Florida charges these as felonies, with the degree escalating by the number of patients involved. We are a marketing agency and not your lawyer, so the answer is to take the proposed arrangement to counsel first. What we will say is that we do not structure our own fees per patient, for the same reason.
A fee set in advance that does not vary with how many patients we send you. The exception in Fla. Stat. 817.505 for information services turns on fees being set in advance, consistent with fair market value, and not based on the potential value of a patient - and while that exception is written for a particular kind of service, the principle behind it is the safest place for a healthcare marketing relationship in this state to sit. It is also why we do not offer pay-per-lead in Florida healthcare.
Yes, but not on generic terms and not without a defined position. The density of clinics in Miami-Dade and Broward means the broad aesthetic keywords are contested by operators with much larger budgets and no obligation to be profitable this quarter. The clinics that do well there own a procedure, a demographic or a language. If the honest answer is that the clinic is a generalist, the better play is usually a neighbouring market rather than a bigger bid.
Against demand rather than evenly. Coastal Florida aesthetic demand concentrates from late autumn through spring, and the auction is worth winning then in a way it is not in August. A budget that is flat across twelve months is systematically overpaying in the quiet months to underbid in the busy ones. We would rather run a heavier season and a lighter one, with the calendar capacity planned to match, than report a tidy monthly number.
The full service, and the neighbouring states we cover.
Which metro, which procedures, and what you are running now. We will tell you honestly whether we can help, and what the board rules mean for it.