Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleIn this episode, Ricky talks with Ben Hernandez, founder of Skytale Group, about what makes a med spa valuable — whether you're selling or not. Learn the profit benchmarks, payroll ratios, rent targets, service mix strategies, and operational habits that create a business buyers want (and owners love). (⁠https://skytalegroup.com/⁠)In this episode, we cover:✅ What a “de-risked” med spa looks like and why it matters✅ Ideal service mix ratios and why 60% injectables is different than 60% weight loss✅ When multi-location expansion helps—or hurts—valuation✅ Common financial benchmarks: payroll, COGS, rent, marketing, and profitability✅ The real impact of provider loyalty vs. brand loyalty✅ Why recurring revenue models matter more than big-ticket one-offs✅ When and how to offer equity to key providers (and what to expect at sale)✅ The rise of wellness services and how to know if your market is ready✅ Qualitative factors that influence valuation: retention, team culture, and more✅ How to prepare your business—even years before you plan to sellThis episode is loaded with strategic insight and actionable advice for practice owners at every stage of growth. This will give you a clearer lens on how to maximize your med spa’s performance, reduce risk, and think like an investor.About Ben Hernandez of Skytale Group (https://skytalegroup.com/)Ben Hernandez is the CEO and Managing Director of Skytale Group, a leading advisory firm specializing in business strategy, M&A, and financial consulting for aesthetics and healthcare organizations. With a background in investment banking, hedge fund management, and healthcare consulting, Ben brings a unique blend of financial expertise and industry insight to every client relationship.He’s a trusted voice in the aesthetics space—frequently speaking at conferences and guiding founder-led practices through the complexities of scaling, valuation, and acquisition. Ben holds a BBA in Finance from Texas A&M and an MBA from SMU’s Cox School of Business. When he’s not advising top-performing practices, he enjoys endurance sports, family travel, and non-fiction reading.Contact Ben Hernandez:https://skytalegroup.com/https://www.instagram.com/skytalegroupllc/https://www.instagram.com/ben.skytale/https://www.linkedin.com/in/g-benjamin-hernandez-385a586/Ben.Hernandez@skytalegroup.comFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, hosted by Ricky Shockley of Med Spa Magic Marketing.Download our FREE 2025 Social Media Guide for Med Spas: https://go.medspamagicmarketing.com/2025-social-media-guideIn this episode, Lauren and I dive deep into what actually works when it comes to organic social media marketing for med spas in 2025, and what’s just a distraction.We walk through a strategic framework you can use to align your social efforts with your business goals whether you’re managing it in-house or outsourcing to an agency.We cover:✅ Why your social strategy should focus on leads and existing patients, not just discovery✅ The content pillars that convert and retain (not just go viral)✅ Who should own the “social media hat” in your practice✅ The role of pinned posts, story highlights, and before/afters✅ A realistic platform prioritization (spoiler: Facebook and Instagram still win)✅ Common mistakes that hurt credibility and waste time✅ A weekly posting blueprint that you can actually follow✅ How to increase trust and booking conversions with the content you’re already posting✅ Why ads, not just organic, are essential for serious growthIf you’ve ever wondered what social media should actually be doing for your med spa, this episode is your no-fluff guide to making it count.For more social media advice, check out our interview with Chris Balbi: https://creators.spotify.com/pod/show/medspasuccessstrategies/episodes/Social-Media-Marketing-for-Med-Spas-Connect--Build-Loyalty--Interview-w-Chris-Balbi-e2t4t9h/a-abnc61eIf you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleOn this episode, we’re joined by Kirstie Jackson, Director of Education at the American Med Spa Association (AmSpa) and one of the most respected voices in aesthetics business development, leadership, and operations. (https://americanmedspa.org/)In this episode, Ricky and Kirstie dive into what it really takes to compete in today’s crowded market - covering leadership, pricing, provider efficiency, team culture, and how to avoid the hidden pitfalls that lead to burnout and stagnation. With over 20 years of experience working internationally in top dermatology, plastic surgery, and med spa settings, Kirstie has seen firsthand what separates high-performing practices from those that struggle.In this episode, we cover...✅ Why many med spas struggle to justify premium pricing, and how to fix it✅ The real reason patients come back (hint: it’s not just results)✅ How to empower your team to handle discount requests and pricing objections✅ The importance of tracking both inventory and treatment data for growth✅ Why culture isn’t “low-hanging fruit” - and how it fuels retention and revenue✅ How leadership impacts burnout, team morale, and long-term success✅ Best practices for appointment times, provider consistency, and scaling without chaos✅ How to approach memberships, loyalty programs, and in-office events strategically✅ Why delegation, clear org charts, and job descriptions are crucial as you scaleThis episode is packed with powerful insights, operational clarity, and strategic advice for med spa owners ready to lead with confidence and build practices that thrive in any market.About Kirstie Jackson of AmSpa (https://americanmedspa.org/)Kirstie Jackson is the Director of Education at the American Med Spa Association, with over two decades of experience supporting aesthetic dermatology and plastic surgery practices across the U.S. and U.K. Her expertise spans business development, compliance, marketing, patient engagement, team leadership, and more. A former board member of the Association of Dermatology Administrators & Managers, Kirstie is passionate about helping med spas elevate their systems, culture, and profitability from the inside out.Follow Kirstie on social media:https://www.instagram.com/kirstie.aesthetics/https://www.linkedin.com/in/kirstie-jackson-5b8460a5/Learn more about the Women in Aesthetics Leadership Conference: https://americanmedspa.org/women-in-aestheticsFollow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing.On this episode, Lauren and I break down the most effective and profitable marketing strategies for med spas in 2025 - based on what we’re seeing actually work across dozens of practices we work with every day.Whether you're just getting started or scaling past $3 million per year, this episode gives you a clear roadmap to prioritize your time, ad budget, and growth strategies.We talk about...✅ The 4 key growth phases for med spa marketing (from $0 to $3M+)✅ Why Facebook & Instagram ads are usually the smartest first investment✅ When and how to layer in Google Ads and SEO✅ The biggest mistakes med spas make with email & SMS marketing✅ Why most med spas shouldn’t be spending on SEO too early✅ What marketing tactics are overhyped (like TikTok ads and billboards)✅ How to think about omnipresence marketing when you're ready to scale✅ The importance of opportunity cost when allocating your budget✅ Our recommendations for community involvement and event sponsorships✅ Why a consistent, personality-driven organic presence still mattersDon’t miss this essential conversation on how to scale your med spa smarter, not just bigger, in 2025.If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule

Videos mentioned:

More Effective Meta Ads: https://youtu.be/3QC0wA8Z3VQ?si=OS3RBcMZCVS-nFzz

Better SEO For Med Spas: https://youtu.be/Q8nCUOUEv6k?si=ZJyFTH_vZpkqkT-9

If Your Med Spa is Blogging For SEO: https://youtu.be/S29i8SprH5s?si=o8uaHwMi6XzHWS9x

Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, presented by Ricky Shockley of Med Spa Magic Marketing. If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleOn this episode, we're joined by nationally recognized injector, entrepreneur, and founder of The Look Aesthetics, Haley Wood (https://thelookfacialaesthetics.com/)With nearly two decades of injecting experience and eight years as a med spa owner, Haley brings a refreshing dose of honesty, passion, and leadership to the conversation. In this episode, Ricky and Haley dive into what it truly takes to build a profitable, values-driven aesthetics practice while nurturing long-term patient relationships and a rockstar team. Haley shares how her clinical expertise, business acumen, and heart for mentorship have shaped her approach to marketing, hiring, device purchases, and patient experience.In this episode, we cover...✅ Haley’s journey from critical care nursing to becoming a nationally recognized injector and practice owner✅ Why authenticity and professionalism matter more than virality on social media✅ The value of clear leadership, team alignment, and having tough conversations early✅ How to create a patient experience that drives loyalty and long-term retention✅ Why your team, not automation, should be the heart of your rebooking and follow-up process✅ The importance of knowing your numbers and tracking profitability, not just revenue✅ Haley’s strategy for device purchases and service planning that keeps her practice growing without overextending✅ How quarterly content planning and branded visuals elevate her marketing✅ Tips for creating a referral-worthy practice culture built on trust and exceptional careThis episode is packed with real talk and actionable insights for anyone looking to grow a med spa that’s both patient-centered and financially strong.About Haley Wood of The Look Aesthetics (https://thelookfacialaesthetics.com/)Hailey Wood is a board-certified Women’s Health Nurse Practitioner, nationally recognized trainer, and the founder of The Look Aesthetics in Franklin, Tennessee. With 19 years of injecting experience and a reputation for delivering natural, long-lasting results, she has been featured by RealSelf as one of the Top 25 Most Loved Injectors. A passionate mentor and speaker, Hailey is known for her commitment to professionalism, team culture, and helping women become financially independent through careers in aesthetics.Haley's book recommendation: https://a.co/d/dU86miRFollow Haley on Social Media: https://www.instagram.com/haleywood_np/?hl=enhttps://www.instagram.com/_thelookaesthetics/https://www.linkedin.com/in/haley-wood-5ab12815/Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule-Welcome to Episode 8 - the final episode - of our 2025 Med Spa Marketing and Growth Series! 🌟 In this multi-part series, Ricky Shockley, owner of Med Spa Magic Marketing and host of the Med Spa Success Strategies Podcast, breaks down actionable strategies to grow your med spa business.-This final episode is all about one of the most overlooked (but most important) topics in growing a successful practice: retention and rebooking. Attracting new clients is just one piece of the puzzle, this episode dives into what it really takes to keep them coming back.In this episode, I’ll cover:- The #1 long-term success factor for med spas (and why new leads aren’t enough)- Why patients are loyal to providers, not practices, and how to navigate that- How to retain top injectors and avoid hitting the “reset button”- Building brand loyalty with custom treatment protocols- Creating a “white glove” client experience that feels unforgettable- Key ways to master consultations without being pushy or salesy- Why education is your best sales tool- The exact rebooking phrasing that increases appointments on the spot- How online reviews impact not just new clients, but retention, tooThese strategies will help you improve lifetime value, grow recurring revenue, and build a med spa brand that clients love and stay loyal to.If you’re serious about scaling with stability and keeping your calendar full year-round, this is a must-watch!Check out the interviews mentioned in this episode:Raquel Merlini - https://youtu.be/UeWISSOLz7o?si=iljb09MuYIla1T7R

Jake Laban - https://youtu.be/KL4Ud1hqwHY?feature=sharedFollow us on social media:https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

Welcome to the Med Spa Success Strategies Podcast, hosted by Ricky Shockley of Med Spa Magic Marketing. In this full-circle episode, we’re excited to welcome back Sara Shikhman - attorney, entrepreneur, and managing partner at Lengea Law - for her third appearance on the show! In this powerful conversation, Sara and Ricky go deep on what it takes to build, scale, and protect a thriving med spa.Whether you’re just starting out or already scaling, this episode is packed with insights to help you grow smarter and operate safer.In this episode, we cover…✅ Starting small and scaling based on demand✅ Why most owners overspend early and how to avoid it✅ When and how to expand to a second location✅ SOPs and consistency across multi-location practices✅ Structuring compensation and retention plans for injectors✅ Creating a culture that keeps providers and patients loyal✅ Legal considerations around GLP-1 compounding and compliance✅ Sara's take on discounting and the myths holding practice owners back✅ Why following the legal “gray area” could put your business at risk& More!If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/scheduleAbout Sarah Shikhman of Lengea Law (https://lengealaw.com/)Sara Shikhman is the Managing Partner of Lengea Law, a healthcare-focused law firm serving medical aesthetic and wellness practices nationwide. With over 16 years of experience as both a corporate attorney and entrepreneur, Sara brings a rare blend of legal expertise and business acumen to the med spa industry.Before launching Lengea, Sara led multiple multimillion-dollar ventures, including an e-commerce company that generated $13 million in just two years, and a med spa that grew from a single unfinished treatment room to 12 locations across multiple states and over $13 million in annual revenue.Today, she and her team have helped more than 1,000 healthcare clients navigate the complex legal landscape around practice formation, MSO structuring, compliance, contracts, and funding. Her mission is simple: help med spa owners grow smarter, scale legally, and reach their goals one step at a time.Follow Lengea Law (https://lengealaw.com/) on social media: https://www.instagram.com/lengealaw/https://www.facebook.com/LengeaLawhttps://www.linkedin.com/company/lengea/https://www.youtube.com/@SaraShikhman1Medspa Confidential Book: https://www.amazon.com/Medspa-Confidential-Dr-Carol-Clinton/dp/B09ZJ281TR/Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing

If you're ready to implement more efficient & effective marketing strategies for your practice, book your FREE strategy session & marketing plan: https://go.medspamagicmarketing.com/schedule-Want more Botox clients without wasting ad dollars? This video breaks down the exact blueprint we use to help med spas attract high-quality Botox patients using proven Facebook, Instagram, and Google Ads strategies, plus how to measure ROI and scale with confidence.In this video, you’ll learn:✅ Why small inefficiencies in your ads could be costing you hundreds of thousands in lost revenue✅ Our go-to offer structure for Botox campaigns that consistently lowers CAC✅ How to frame your offer to maximize clicks and conversions✅ The top-performing ad creatives we use (and why they work)✅ What your Google Ads must include to beat local competitors✅ The simple math that helps you decide when to scale your ad spend✅ Why SEO and Google Business listings still matter for Botox growth✅ How to automate follow-up so you're not chasing cold leads✅ What numbers every med spa owner should know to track successWhether you're new to advertising or want to fine-tune your existing strategy, this video will give you a tested framework for growing your Botox clientele - profitably and predictably.Follow us on social media: https://www.instagram.com/medspamagicmarketing/https://www.linkedin.com/company/med-spa-magic-marketing/https://www.facebook.com/MedSpaMagicMarketing/https://www.tiktok.com/@medspamagicmarketing