by Dawn Maree, Marketing Director, Alchemy Consulting
If you’re like most Med Spa owners, you’ve probably spent time (and money) creating a beautiful Instagram feed—flawless skin, glowing results, dreamy aesthetics. But here’s the truth no one wants to say out loud:
✨ Pretty doesn’t always equal profitable.
While polished photos and branded graphics might get you a few likes, they won’t automatically fill your appointment calendar. And in an industry as saturated as aesthetics, looking good is just the baseline.
So, what actually drives patient interest, trust, and bookings?
Let’s talk about the missing ingredient: strategy.
📌 Why Most Med Spa Social Feeds Fall Flat
Med spa owners often approach social media as a digital portfolio—a way to “show off” results. But what they’re missing is the client’s journey. Your dream patient isn’t just scrolling to admire your work. They’re silently asking:
- “Can this provider solve my problem?”
- “Do I trust them with my face/body?”
- “How does this compare to others I’ve seen?”
A beautiful feed is nice. But if it doesn’t speak to the emotional and practical concerns of your potential client, it fades into the scroll.
🔍 What You Actually Need: The R.E.C.I.P.E. for Results
At Alchemy, we use a proprietary framework for content strategy called R.E.C.I.P.E. It’s a mix of content types that, when blended correctly, builds visibility and value.
Here’s the breakdown:
R – Recreational: Light, humorous, relatable posts that stop the scroll and humanize your brand.
E – Educational: Teach something useful! Skin tips, treatment FAQs, or busting common myths.
C – Conversational: Ask questions, create polls, start discussions. Show you’re listening, not just broadcasting.
I – Inspirational: Before-and-after photos, success stories, transformations—this is your “wow” factor.
P – Promotional: Showcase an offer, event, or service. But keep it balanced—this isn’t an ad page.
E – Entrepreneurial: Celebrate you! Share company milestones, team wins, staff shoutouts, or founder stories.
📊 Why the Order (and Ratio) Matters
Not all content types carry the same weight or frequency. The key is balance—and that’s where most people go wrong.
Here’s how we structure an ideal posting plan:
**Most frequent?** R (Recreational)—because people crave connection and laughter.
**Least frequent?** E (Entrepreneurial)—because this is about *you*, not *them*.
Each level builds upon the one above, creating a natural hierarchy of engagement.
It’s not about random content—it’s about a rhythm that nurtures your audience from strangers to superfans.
💬 Let’s Rethink “Engagement”
If your posts are getting likes but no bookings, that’s a red flag. True engagement isn’t just metrics—it’s conversations, replies, DMs, and bookings.
Most med spa owners aren’t marketers. That’s okay. But ignoring strategy in your content plan is like applying the best skincare without any consistency—it won’t deliver.
✨ Final Thought from Dawn
You deserve a social media presence that works as hard as you do. One that mirrors the professionalism and magic you deliver in real life.
If you’re ready to transform your feed from pretty to profitable, we should talk.
📥 Want me to take a look at your account and offer insights? Send me an email at dawn@thealchemyconsultinggroup.com —I’d love to connect!