Before we dive in, let’s tackle the game-changing question that sets everything in motion…

…What exactly does a high-quality (HQ) patient look like? 🤔

 Is it someone who just shows up for their appt? 

… Nope!

Is it someone who pays the full price without negotiating? 

… Still No!

So, who is it then? 🤷‍♀️

It’s someone who not only happily pays full price but eagerly invests in higher-ticket treatments, climbs your value ladder (more on that later) and becomes your biggest fan. They rave about their experience online and can’t wait to refer their friends to you.

Now that’s a high-quality patient!

….

So, now that we know what HQ patient looks like, the big question is:

How do we book as many patients like that as possible? 👇

 PART 1 (brief version)

Lead Generation

People buy from people they trust, know and like. 

Heavy emphasis on trust. 

Why? 🤷‍♀️

Well, you might like your grandma, but let’s be honest … you wouldn’t go to her for lip fillers, right? 

However, if you trust someone to solve your specific problem, whether it’s smoothing wrinkles, sculpting your jawline, or filling out your lips, you won’t think twice about booking that procedure. (unless you can’t afford it or your health/surgery won’t allow it) 

That’s exactly why the highest-quality leads come from referrals—friends and family of the patients you’ve already worked your magic on.

They trust their friends, and when their friends tell them they trust you, that trust is automatically transferred. 

By the time they book their appointment, they already trust and feel like they know you.

The only downside to referrals? 

…

There’s never quite enough of them to keep your calendar fully booked. 

That’s why you need to expand your reach 🌱… 

… get in front of people who have never visited your clinic before, but are actively searching for the treatments you offer. 🔍

Okaay, but how do I do that? 🤷‍♀️

👇

Meta Ads (Facebook & Instagram Ads)

But here’s the harsh truth: 

Meta Ads don’t work for most medspas—and here’s why.

Most medspas make crucial mistakes when running their ads, such as:

• Weak Ad creative

• Stock image ads

• No clear CTA (Call to Action)

• Weak or no offer at all

• Promoting posts instead of actual ads

• No lead form or a poorly designed form

• No compelling text—just bland, self-centered content

• Overloading with no emojis or personality

• Hard-to-digest text that doesn’t grab attention

• Targeting the wrong audience

• Using Advantage+ placement and other ad settings that just line Meta's pockets

• Avoiding testing different ad variations

This only leads to you burning your hard-earned money without seeing anything in return. 💸🔥😔

…Okaay, so what should I do instead?🤷‍♀️

 Crafting a Results-Driven AD

Something about this ad:

Cost Per Lead (CPL) = $9 (represents how much you pay Meta for your ads to generate a single lead, lead being someone who has shown interest in your ad/treatment and gave you their name, phone, email and answered your qualifying questions)

Cost of Treatment = $500

With a 20% lead close rate, this ad generates $11 in revenue for every $1 spent on ads

Example: MedSpa spending $2,000 on ads could generate about $22,000 in revenue (excluding future touch-ups and upsells)

1. Ad Creative

• Before/After Photos: Showcase the transformation from the treatment you're promoting

• Video:

a) Capture client reactions to their results.

b) Document the client’s journey before and after their appointment.

c) Feature a talking head of the nurse educating on the treatment, with B-roll footage of the procedure and before/after shots.

You need a strong hook that grabs attention and piques curiosity right from the start. (more on this later)

• Avoid Stock Footage (this is a big no-no)

• Hook Viewers Fast: The first thing they see should either resonate with the pain point they’re facing or show the desired result they want to achieve (ideally both).

• Keep it Simple: Don’t clutter your ad creative with too much text, it can make the image look smaller and harder to read. For the same reason avoid using canva templates and themes.

• Short Statement/Slogan: You could use a short slogan in your ad creative that resonates with the treatment you’re advertising and the results your dream clients desire. Make it short, simple (don’t use big words, most americans can’t read past 6th grade reading level), easy to notice, use consumer psychology to know what color, font, size and background color to use (more on this later)  

The main goal of your ad creative is to trigger the right emotions in the viewer, compelling them to stop scrolling and click on your CTA—sometimes even before they’ve read the ad copy

2. Ad Copy (where most medspas fail)

People don’t care about your fancy words or perfect grammar. The truth is, most people don’t want to read long, boring paragraphs—especially if they’re hard to understand or don’t grab their attention. 

(average American can’t read past 6th grade reading level) - don’t believe me? Look it up 

Keep it simple and direct.

• Use emojis to break up the text and keep things engaging.

• Use spacing to make it easier to read.

• Tell a story that resonates with their emotions.

• Don’t just talk about you—people don’t care how much you know until they know how much you care. 

• Show empathy for their struggles and let them know you understand them.

Remember: People buy based on emotion, and then justify with logic. 

So, paint a picture of their ideal outcome—like finally having the lips they've always dreamt of. (it’s not just about the fuller lips, but all the compliments and confidence that goes with that, + no more feeling self-conscious, etc..) 

But before that, remind them of the pain or frustration they’ve been through. 

Amplify the problem so they’re more likely to seek the solution you offer.

Rub some salt in their wounds – The bigger you make the problem the easier it becomes to sell the solution

• Use client reviews or mention how many people you've helped to build social proof (if so many people trust you, you must be good… bandwagon effect).

• Focus on ‘you’, not ‘we’. It’s all about the patient, not you.

• Add a strong hook, urgency, scarcity, your unique offer and a clear call to action.

Keep it real, relatable, and emotionally compelling

3. Ad Headline 

- No more than 28 characters

- Call out dream clients and their struggles

- Use a question that answers with a yes

- Mention your unique offer

- Call out people in your area

- Redirect to the CTA button

Thank you for taking the time to go through the brief version of PART 1 on how to book HQ patients.  - This is just the tip of the iceberg (I mean it)

If you’d like to learn more, feel free to message me on Instagram @mirobederbiz—I’d be happy to help!  

DM me the word ‘secret’ and I'll send something special your way :)

Talk Soon, 

Miro Beder