How Much Should Your MedSpa Spend on Marketing? The Data-Driven Answer

As a medical spa professional, you’ve probably asked yourself: “What percentage of my revenue should I invest in marketing?” It’s a critical question that can make or break your practice’s growth and visibility in an increasingly competitive landscape.

The Current State of MedSpa Marketing Spend

Let’s cut through the noise and look at the hard data. In 2024, the medical spa industry was booming, valued at a whopping $18.6 billion – and while the growth continues it is slowing down a bit suggesting the industry may be entering a correction mode. This indicates that continuing to achieve success is about focusing on making strategic investments.

By the Numbers: Average Marketing Spend

• Average monthly marketing budget: $3,900 per practice
• Average annual revenue: $1,820,256
• Typical marketing spend as a percentage of revenue: 2.57%

Marketing Budget Breakdown: From Startup to Established Practice

Your marketing budget isn’t a one-size-fits-all scenario. It dramatically shifts depending on your practice’s stage:

Startup MedSpas (0-2 years)

• Marketing budget: 20-40% of revenue
• Focus: Aggressive client acquisition
• Approaches: Google Ads, paid social media, local targeted advertising, strategic marketing, optimized website, content marketing, adjusting to AI, email marketing, hiring experts.

Established MedSpas (3+ years)

Making the assumption that during your startup phase you have invested strategically in your marketing efforts to build a robust digital presence, active email marketing funnel, and consistent content marketing schedule the amount spent once established can be less.

• Marketing budget: 2-5% of revenue
• Focus: Retention and targeted growth
• Additions to Approach: Refined digital marketing, referral programs, strategic partnerships

Comparative Industry Insights

Interestingly, medical spas have a unique marketing approach compared to other healthcare businesses once entering the established phase:

• Dental Practices: 10-15% marketing budget
• Chiropractors: 5-10% marketing budget
• Medical Spas: 2-5% marketing budget

Why the difference? Medical spas often rely more on service quality, consistent repeat clients, aesthetic appeal, and word-of-mouth compared to other healthcare practices.

Key Factors Influencing Your Marketing Budget

Several crucial elements determine your ideal marketing spend:

1. Market Competition: More competitive markets require higher marketing investments
2. Location: Urban areas might need more aggressive marketing strategies
3. Service Diversity: Practices offering multiple high-margin treatments can often invest more
4. Target Demographics: Understanding your ideal client helps optimize marketing spend

Practical Budgeting Strategies

Smart Marketing Investment Tips

• Start with a clear understanding of your customer acquisition cost
• Track marketing ROI meticulously
• Be prepared to adjust your budget based on performance
• Invest in high-converting channels like targeted social media and Google 
• Develop a strong referral and retention program to reduce acquisition costs

The Bottom Line

While the data suggests 2-5% for established practices, your specific percentage should be a calculated decision. It’s not just about spending money—it’s about spending it strategically.

Quick Reference: Marketing Budget Allocation

• New MedSpa: 20-40% of revenue
• Established MedSpa: 2-5% of revenue
• Monthly Budget Range: $3,500 – $6,500

Final Thoughts

Marketing isn’t an expense—it’s an investment in your medical spa’s future. The right strategy can transform your practice from just another local business to a sought-after aesthetic destination.

Pro Tip: Review and adjust your marketing budget quarterly. The medical spa industry moves fast, and your marketing strategy should be just as dynamic.