How to nurture loyalty with blog content your med spa patients actually read

What does your med spa do to stay top-of-mind between visits?

While sending patients a promo code might get them back in the door once or twice, it’s delivering value again and again that will keep them coming back in the long term.

Educational content is one of the best ways to add value to your patients’ lives virtually.

This content can include videos, guides, blog posts, and infographics.

To get started with creating your own educational content, try writing a blog post. They’re quick and easy to write, post, and share, so they’re a great way to get your feet wet.

When your patients read your post, they’ll think of your practice between appointments and will be more likely to look to you when they need new filler, a chemical peel, or any other treatment you offer.

Blogs are also a great way to demonstrate your expertise, establish thought leadership in the aesthetics space, build brand awareness, and increase web traffic.

Here’s how to write a blog post your patients love that keeps your practice top-of-mind and nurtures loyalty over time.

Give them something useful with no strings attached

Patients will be more invested in content that is useful than content focused on plugging your services.

Helpful content also reinforces your expertise, positions you as a thought leader, and positions your practice as a resource for aesthetics knowledge. It shows that your practice is more than just a great place to get facials or tox.

Offering them something without asking for anything in return gives them a positive impression of your med spa and can make them feel like you have their best interest at heart. Studies show that consumers feel more loyal to brands they think care about them.

As you’re planning out your post, use this checklist to see if you’ve landed on something your patients will find useful. Your post should be:

• Relevant: Provides solutions to real challenges your audience faces.

• Specific: Covers a narrow, focused topic in detail rather than giving a broad overview of a big topic.

• Actionable: Offers tips or takeaways readers can apply to their lives.

• Not Overly Salesey: Is educational and isn’t just a sales pitch in disguise.

Some examples of blog topics that fit these criteria for med spa patients are:

• How a certain treatment works or a comparison between treatments

• Post-care tips for minimizing recovery time

• Ways to make your results last longer

• Reviews of popular or trending products or treatments

• Answers to commonly asked patient questions

Here’s a blog post we like from SLK Clinic in Nashville, Tennessee.

The post covers the three types of microneedling, explaining the differences between each, the types of patients they are best suited for, and examples of microneedling devices.

It is relevant and specific because it provides a detailed answer to a question many patients have: “What type of microneedling is right for me?” It’s actionable because it helps them reach a decision safely, ask their aesthetician the right questions, and avoid spending money on something that may not be a fit for them. It also doesn’t even mention SLK’s services or push them to book an appointment, so it isn’t salesy either.

Write in an approachable way

The primary goal of your post is to give something valuable to your audience, so it’s crucial to write in a way that is accessible to them.

Use relatable language rather than jargon that may be unfamiliar. Jargon could include abbreviations, acronyms, or industry terminology. Try to write how you speak and avoid overly formal language. When you write in a relatable way, you build connection, trust, and loyalty.

This blog post from Savannah Facial Plastic Surgery in Savannah, Georgia is a great example.

It discusses how fat-melting injectables work, what to expect during and after treatment, and how much patients can expect to spend.

It uses accessible, playful language and humor and avoids overly technical words. It’s written in first-person, a down-to-earth tone, and isn’t at all formal.

Grab their attention with your opening sentence

If your opening sentence doesn’t draw the reader in, they’re unlikely to continue reading.

Your first sentence should build intrigue. It should be interesting, engaging, and offer a preview of the tone and appeal of the rest of the post.

Siti Med Spa in San Diego, California used an attention-grabbing opening line in their blog post about how to look younger without surgery.

The piece opens with a reference to popular celebrities known for maintaining youthful skin. It builds intrigue and sets the stage for revealing how they do it–and how you can too.

Some other engaging formats for opening sentences are:

• Thought-provoking questions

• Surprising statistics

• Bold, assertive statements

• Fun anecdotes

• Quotes or excerpts

• References to current events

When it comes to opening sentences, use your judgment. If you come up with something that would make you want to keep reading, you’re probably on the right track.

Make it digestible with user-friendly formatting

We live in an age of infinite distractions and short attention spans. The average reader will scan your post quickly to see if it’s what they’re looking for rather than consuming it from start to finish.

In fact, the average web visitor spends just 52 seconds on a page.

To make your post easy to follow and scan, organize it into skimmable, digestible sections.

You can make your formatting well-organized and scannable by using elements like:

• Easy-to-understand headings

• Bulleted or numbered lists

• Contrasting colors

• Multimedia that aids understanding

• Bolded text to highlight important points

• Call-out boxes with key takeaways

This blog post from Red Carpet Aesthetics in New York City does an excellent job.

The thorough comparison of Botox and Jeuveau uses headings, subheadings, bullets, contrasting colors, and bolded text to lay out the piece in a clear, well-organized format. It’s easy to skim for the main points and then go back to the sections you’re most interested in. The line spacing breaks up the text and there is enough white space on the page to follow along easily.

Link to other content that supports your points

Linking out to other relevant content lends authority to your piece and makes related resources accessible to your audience.

You can use a combination of internal links to other content on your website, or external links that show what others are saying about the topic. When linking to external content, always make sure it provides meaningful information and is relevant to the industry.

Check out this blog post from The Well in New York City.

This piece is rich with links to several high-quality sources relevant to the industry. Some of these sources include medical journals, well-known health and wellness publications, and news stories.

Once you’ve finished your first blog post, send it out to patients you haven’t seen in a while via text message or email marketing. You can also use it to nurture prospective customers, post it to social, and even repurpose it into additional content that achieves other objectives. The possibilities are endless. They’ll think of your practice when they read it and over time, will be more likely to reach out to you for their next aesthetics needs.