From the Desk of Dr. Stephen Mulholland: Why Medspa Marketing Fails After 90 Days
I often tell clinic owners a difficult truth: most medspa marketing fails not because the ads are bad, not because the budget is too small, and not because the agency is incompetent. It fails because the clinic expects results from a static system in a dynamic environment.
The aesthetic patient changes every month.
The platforms change every week.
The algorithms change every day.
And yet, many medspas run their marketing like it’s still 2018—static creative, generic messaging, and outdated targeting.
Five years ago, you could succeed with boosted posts, a few Google ads, and an active Instagram page. Today, that formula is obsolete. The modern patient consumes content differently. They follow creators, not brands. They want authenticity, not promotions. They want immediacy, not waiting.
This is why AI-driven marketing is no longer optional; it is essential. At BoomerangFX, we built our campaign optimization engine to adapt continuously—shifting budget, creative, and targeting in real time based on patient behavior. The system learns what performs, what doesn’t, and what needs to be tested next.
The clinics that win never run the same campaign for more than 90 days without refinement. They understand that marketing is not a project—it’s a living organism.
Here’s what breaks down when a campaign goes stale:
- Fatigue sets in
- CPMs rise
- CTR drops
- Conversion costs climb
- The audience tunes out
- Competitors overtake your position
The solution is not more ads. It is smarter ads. More dynamic systems. More creator-style content. More AI-powered learning loops.
Marketing is not magic—it is mathematics. And the math favors clinics that adapt.
If your campaigns worked three months ago but are underperforming now, the issue is not your industry. It is your infrastructure. The clinics that evolve with the platforms will grow with the platforms.
The good news? The tools exist. The clinics that use them will always outperform those that don’t.
