Kevin and Mitch return to the Med Spa Marketing Group Chat with a candid conversation about evolving media trends and how med spas can better allocate marketing dollars for maximum return. Reflecting on lessons learned since their original “traditional vs digital” episode, they now offer a more refined framework for prioritizing spend across multiple platforms.

The core of the discussion centers around avoiding waste. Mitch emphasizes the importance of treating marketing like a portfolio—diversifying spend across several high-leverage “pillars” rather than pouring budget into one platform and hoping for the best. The duo revisits the Parthenon analogy, reminding listeners that over-reliance on a single channel leads to fragility.

Paid social remains their top recommendation, especially for its ability to tap into a larger portion of the buyer’s pyramid—people who are aware but not actively searching. Paid search, while effective for bottom-funnel conversions, becomes wasteful when oversaturated in small geographic markets. From there, they rank TV, direct mail, magazines, billboards, and finally radio, each with contextual insights into how those formats can either complement a campaign or burn budget.

They also challenge the vague comfort of “brand awareness” as a metric, calling for stricter accountability. Kevin warns against hiding behind impressions and clicks, arguing that campaigns should ultimately be judged by bookings and revenue. Mitch reinforces this with data-driven examples, including a partner who spent $20K for zero bookings before realigning their strategy.

This episode is a strategic wake-up call for med spa owners looking to tighten their marketing, track real ROI, and avoid the noise of vanity metrics.

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