Medical and Med Spa Marketing: Two Case Studies, Six Weeks of Data

Medical and aesthetics marketing lives or dies on one step: the moment a patient tries to book. We rebuilt that step for a two-office vein practice and a two-location med spa franchise. Six weeks after launch, the vein practice went from 10 Google search clicks a week to 184. The med spa went from 0.1 booking and contact clicks a day to 4.6.

This field case study walks through both, side by side. Both clients stay anonymous. Every number comes from Google Search Console, GA4 and Ahrefs, pulled November 10, 2026.

The results at a glance

“Before” is the 28 days before each launch. “After” is October 12 to November 8, 2026.

Metric	Vein practice	Med spa (both sites)
Search clicks	10 to 184 a week	n/a
Search impressions	3,344 to 15,874 a week	282 to 1,146 a day
Keywords on page one	9 to 38	1 to 33
Booking and contact actions	0 to 4.7 a day	0.1 to 4.6 a day

Full before-and-after screenshots are on our results page.

Why patients slip away in medical and aesthetics

Patients research for weeks, then book with whoever makes it easy. That gap between research and booking is where most practices leak.

Three leaks showed up in both practices:

• The website belonged to a vendor or a franchise template, so nobody could change it fast
• Booking happened on a third-party platform, and the lead source vanished at the handoff
• Nothing was tracked, so nobody knew which channel produced a patient

The stakes are real. AmSpa’s industry research puts repeat patients at 73% of med spa visits, with an average spend of $527 per visit. One lost first visit costs years of repeat business.

Case A: the two-office vein practice

Both offices ran at about half capacity. The website was owned by the hosting vendor, and none of it was tracked.

What we did, in order:

1. Rebuilt the site in 26 days. 29 pages, owned by the practice, with no page builder.
2. Turned every booking path into a phone call, with an office chooser and a callback request.
3. Put the highest-margin service at the top of the homepage.
4. Made the same-physician-every-visit promise a headline, because chains can’t copy it.
5. Replaced placeholder quotes with real Google reviews and live ratings for both offices.
6. Launched with eight sourced, answer-first articles.
7. Redirected all 16 old URLs that had backlinks, so search equity carried over.
8. Tagged every call, booking and directions click to the right office.

Step two matters most. This practice’s patients book by phone, so we built the site around the call. Forcing them into an online scheduler would have fought the way they already book.

What the vein practice numbers did

Weekly search clicks grew 18x, from 10 to 184. Impressions grew 4.7x. Average position improved 3.7 spots, from 13.4 to 9.7.

Page-one keywords went from 9 to 38, and top-three keywords from 3 to 19. Call, booking and directions clicks went from zero tracked to 4.7 a day.

That last line deserves a note. “Zero” partly means “never measured.” The old site had no tracking, so some of the jump is visibility into actions that already happened. The search growth is clean, though, and it’s what feeds the phone.

Case B: the two-location med spa franchise

Two franchise template sites ranked for almost nothing. A $50 consult fee sat in front of the first visit. The site menu didn’t match what people could actually book.

What we did:

1. Built two sites that don’t compete with each other, with separate copy and search territory, linked as sister locations.
2. Made tracking survive the handoff to the booking platform, so every source stays attached.
3. Rewrote 129 titles and descriptions to name the location and the concern people search.
4. Made the first consult free with a card on file, and synced site pricing to the booking menu.
5. Removed the page builder without moving a pixel, so pages load faster and staff can edit safely.
6. Fixed hours, medical clinic schema and indexing, the basics Google checks first.
7. Built 12 educational reels answering the top treatment questions.

What the med spa numbers did

Page-one keywords went from 1 to 33 across both locations. Impressions grew 4.1x, from 282 a day to 1,146. Sessions grew 2.9x.

Booking and contact clicks went from 0.1 a day to 4.6, a 46x jump. Two changes drove most of it: the free first consult, and tracking that finally followed patients into the booking platform.

The consult change is an offer decision. A $50 fee screens out tire-kickers, and it also screens out a lot of real patients. With a card on file, the practice still protects its calendar from no-shows.

The playbook for any clinic or med spa

Both cases point to the same short list. Start with the steps that cost nothing:

1. Own your website and your domain. Templates you can’t edit cost you every week.
2. Build the booking path patients actually use, whether that’s phone or online.
3. Carry the lead source through the booking handoff.
4. Give each location its own page, title tags and search territory.
5. Show real reviews, recent ones, on the pages where people decide.
6. Answer new inquiries within five minutes.

On that last point, the original Harvard Business Review research on lead response found firms that responded within an hour were nearly seven times more likely to qualify a lead. In aesthetics, patients often message three practices at once. First to answer usually wins.

More on how we approach clinics on our medical and aesthetics page, and the full field guide is free to download.

Compliance comes first

Medical marketing carries rules that retail doesn’t. Tracking can’t leak patient data into ad platforms. Testimonials need to be real and permissioned. Before-and-after claims need care.

The safe pattern is to count actions (a call, a booking click) and send nothing about the patient’s condition to any ad platform. It’s slower to build. Do it anyway.

Final thoughts

Most clinics and med spas hit a booking problem before they hit a traffic problem, and more traffic only makes the booking problem more expensive. Fix the path from search to booked visit, then turn up the volume.

See how the same thinking applies to dental groups and retail and local service brands.

Running a practice with more than one office? Book a discovery call.