Med spas sit awkwardly between retail and clinical. The marketing instincts are retail — promotions, packages, seasonal offers — and the regulatory reality is clinical. Getting that boundary wrong is how a clinic ends up with a complaint it cannot defend.
The treatment itself is health information
'Your Botox appointment' in a lock-screen notification tells anyone holding the phone what the client is having done. That is exactly the disclosure clients most want kept private. Reminders should carry a time and a clinician, never a treatment — the constraint is the same as medical and dental.
The retreatment calendar is the business
Neuromodulators wear off on a schedule. So do fillers, so do laser courses. A clinic that tracks each client's interval and messages a fortnight before it lapses will out-earn one that waits for the phone to ring, without spending anything on advertising.
export const retreat = { // No treatment name in the body. The client knows what they had. due: (c: Ctx) => `${c.clinic}: you're coming up on ${c.weeks} weeks since your last ` + `visit with ${c.clinician}. Want me to hold a slot? ` + `Reply YES and I'll send times.`, lapsed: (c: Ctx) => `${c.clinic}: it's been a while — no pressure at all, but ${c.clinician} ` + `has space in ${c.month} if you'd like to come back in.`, aftercare: (c: Ctx) => `${c.clinic}: aftercare notes from today — ${c.link}. ` + `Anything that worries you, message us. Out of hours: ${c.phone}.`,};Aftercare is where the channel genuinely earns its place
Clients get home, look in the mirror, and worry. Bruising, swelling, asymmetry at day three — all normal, all alarming if nobody warned you. A thread means the clinic can reassure quickly, with a photo if needed, and the client does not spend a weekend googling.
Reassure about the expected; see anyone who is worried
There is a hard line between 'day-three swelling is normal, here are the notes' and assessing a photo remotely. Vascular complications are time-critical and cannot be triaged by text. Any concern that is not clearly routine gets an appointment or a phone call, immediately.
Promotions: be careful what you are actually selling
Discounting medical treatment attracts the clients you least want and, in several jurisdictions, breaches advertising rules for prescription treatments. Two safer moves that work better anyway:
- Message the schedule, not the price. 'You're due' converts better than '20% off' and it does not train clients to wait for a sale.
- Promote consultations, not procedures. A consultation is a service you can advertise freely and the conversion happens in the room.
Consent for clinical messaging is separate from consent for marketing, and the two must be recorded separately — consent before you text covers it.
Next step
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