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.
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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
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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:
- Market Competition: More competitive markets require higher marketing investments
- Location: Urban areas might need more aggressive marketing strategies
- Service Diversity: Practices offering multiple high-margin treatments can often invest more
- 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.
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