Attracting new clients and retaining existing ones in the competitive world of medical spas requires creativity and the right promotions. But with so many service offerings, how do you decide which ones to discount? Should you promote all services, or focus on certain ones?

While there’s no “one-size-fits-all” approach, we have some recommendations on what promotions will drive the most impact, depending on your goals. We’ll explore two types of promotions: discounts on smaller, less-expensive services (like facials) vs. larger, more costly procedures (like injectables). Each has its pros and cons. Let’s dive in.

Discounts on Lower-Cost Procedures

Advantages:

• Building Trust & Relationships: Offering discounts on smaller services like facials or peels attracts new clients who may not be ready to commit to pricier treatments. Once they experience the quality of your services, they may be more likely to return for high-ticket treatments.
• Getting New Clients in the Door: Low-cost promotions are an easy way to attract new clients. Research from the Harvard Business Review shows that creating a “frictionless marketing experience” helps first-time customers take the leap—and lower-cost services make it easier for them to say “yes” to trying something new.
• Upsell Potential: Just like a discount on a toaster might get you into an electronics store, offering deals on smaller services can lead to upselling opportunities. Even if only a small percentage of clients add on higher-margin services, this can have a significant impact on your revenue.

Drawbacks:

• Lower Margins: Low-cost services are often less profitable, so even full-price clients don’t significantly impact your bottom line. Discounts on these services make it harder to boost profits.
• Attracting “Coupon Chasers”: Some clients are only interested in discounts and may not return once the promotion ends. Offering deals on low-cost services can attract these clients, who might not be willing to pay full price in the future.
• Opportunity Cost: If your spa is filled with clients redeeming low-cost discounts, you may miss out on the opportunity to serve clients interested in more profitable treatments.

Discounts on Higher-Cost Procedures

Advantages:

• Increased Revenue Per Transaction: Discounts on high-ticket services, like body contouring or injectables, can increase your average revenue per client. Clients are likely to spend more upfront, especially when package deals or discounted services are offered.
• Creating New Regulars: High-cost services tend to attract clients who are willing to spend more. If you can impress them with the quality of the service, they’re more likely to become repeat clients.
• Perceived Value: Higher-cost treatments often have a perceived higher value. Offering discounts on these services can make the promotion feel more exciting than saving a few dollars on a low-cost service.

Drawbacks:

• Barrier to Entry: Higher-cost services are harder to sell. While low-cost services may attract clients easily, more expensive treatments require more convincing.
• Higher Cost of Goods Sold: Some higher-cost treatments have significant overhead (e.g., injectables or advanced technology). Even though you charge more, the profit margin might not be as high as it seems.
• Encouraging Clients to Wait: Clients may hold off on booking high-cost treatments until they’re offered a discount, meaning you could lose revenue during the promotion. Additionally, existing clients who were already scheduled may want to reschedule to take advantage of the discount.

So Which is Better?

It depends on your spa’s goals.

• Newer Spas: If you’re just starting out and need to increase foot traffic, discounts on lower-cost services are a good way to attract new clients. Once they experience your quality, they might return for higher-cost treatments.
• Established Spas: If you’re looking to boost profitability, offering promotions on high-margin services is likely the best approach. These clients tend to return for more treatments if they have a positive experience.

Final Thoughts

The key to a successful promotion is making sure it aligns with your brand and provides real value to your clients. Whether you’re offering discounts on low-cost or high-cost services, the most important part of the campaign is providing every client with the best possible experience to foster long-lasting relationships.

Ready to take your medical spa’s financial game to the next level? Let’s chat! At Maven, we specialize in helping medical spas grow with clear financial goals. Whether you’re growing an existing practice or starting from scratch, we can help.

‍