Checklist: Everything You Need For Opening a Medical Spa

You’ve always been passionate about aesthetics and wellness, and you’ve dreamt of having your own thriving medical spa someday. 

Although the journey from concept to success can feel overwhelming, we’re here to tell you that the dream is within reach. What you need is a roadmap: A clear path to navigate the legalities, build your brand, and attract a steady stream of clients. 

This checklist for opening a medical spa cuts through the fluff and equips you with the essential steps to transform your vision into a successful medical spa.

1. Think of your vision and mission

Before diving headfirst into legalities and location scouting, take a deep breath and think about what you’re trying to accomplish.

Defining your vision and crafting a mission statement is essential — it will keep you going when the inevitable challenges and loneliness of entrepreneurship come up.

How do I define the vision?

Your vision must ideally capture the essence of your spa. What makes your concept unique? Are you focused on cutting-edge technology and advanced treatments? Do you prioritize a holistic approach, integrating wellness practices with medical aesthetics?

Jot down words and phrases that evoke the atmosphere and experience you want to create. Luxury? Clinical excellence? Relaxation? Community? There are no wrong answers.

Once you have a sprawling list, cull the unnecessary. Focus on 3-5 core concepts that truly encapsulate your spa's identity. Next, you put it all together and craft a concise, evocative statement that captures the essence of your vision. 

For example, your mission might look like, "To be the leading provider of personalized, cutting-edge aesthetic treatments in a luxurious, results-oriented environment."

Now, let's move on to your mission statement. This is your action plan, the "how" that brings your vision to life. 

How do I craft my mission statement?

Focus on what value you intend to bring. Think of it as a promise you make to your clients and your team. What sets you apart from the competition? Do you offer exceptional customer service? A commitment to affordability? A unique treatment philosophy?

Don't get bogged down in internal processes. Focus on how you'll improve your client's lives. Will you help them achieve their aesthetic goals? Boost their confidence? Promote overall well-being?

Once you have this figured out, put it down on paper. Keep it concise and easy to understand. Use clear, active language that resonates with your target audience. 

For example, use language like, "We empower individuals to embrace their natural beauty through innovative treatments delivered with exceptional care and expertise."

Pro tip: Get your team involved. Vision and mission statements aren't meant to be dictated from above. Hold brainstorming sessions with your staff to ensure everyone feels invested in the core values.

2. Navigate legal requirements

Now that your vision and mission are in place, it's time to tackle the legalities. A solid legal foundation protects your business and ensures you operate within the boundaries set by your state. This might sound daunting, but if you get organized, it can be done confidently.

Here's your essential checklist to get started

1. Business structure:

Choose the legal structure that best suits your needs (sole owner, LLC, or corporation). Keep in mind that sole proprietorships may not be suitable for medical practices in some states due to licensing restrictions. However, most people can use a management services organization (MSO) to open their own practice.

2. Licenses and permits:

Research essential licenses and permits required for medical spas in your specific state. 

You may need:

• General business license
• Medical licenses for staff performing procedures
• Permits for specific equipment (Note: Certain medical devices might require FDA approval for operation.)

3. Compliance with regulations:

Familiarize yourself with relevant regulations, including:

• Health Insurance Portability and Accountability Act (HIPAA) for patient privacy
• Occupational Safety and Health Administration (OSHA) for workplace safety
• State-specific medical board regulations: Additional requirements such as supervision agreements, facility inspections, and more

4. Insurance:

Secure comprehensive business insurance to protect yourself from liability, including:

• General liability insurance
• Professional liability insurance (malpractice insurance)
• Worker's compensation insurance (This is often legally required depending on the number of employees and your state's regulations.)

Pro tip: Consider partnering with a reliable partner like Moxie because we have experience in medical spa regulations. Our expertise can save you time and money in the long run.

3. Build your brand identity

With your legal ducks in a row, it's time to cultivate a brand identity that shines. Think of it as the heart and soul of your medical spa — the essence that sets you apart from the competition and attracts your ideal clientele.

Here's how to cultivate a brand identity that works:

• Know your audience. Who are you trying to reach? Try to understand your target demographic — their age, interests, and aesthetic goals. Once you know who you're serving, you can tailor your brand voice to resonate with them.

• Create your brand story. Every successful brand has a compelling story. What's yours? Is it rooted in your passion for a particular treatment or a desire to empower clients through self-care? Weaving a narrative into your brand identity deepens the connection with your audience.

• Develop your brand voice. How will you speak to your audience? Will your tone be professional yet approachable? Warm and inviting? Tech-forward and innovative? Your brand voice should be consistent across all communication channels, from your website to social media posts.

• Design your visual identity. Choose a logo, color palette, typography, and overall aesthetic that all work together to convey your message. Try to make your visuals cohesive, professional, and reflective of the essence of your spa.

Pro tip: Conduct a competitive analysis. Research other medical spas in your area and identify what makes them stand out (or not). Use this intel to carve out a unique niche for yourself and avoid blending into the background.

Building a strong brand identity takes time and consistent effort, so don’t worry if you are not seeing immediate results. Be patient and consistent. 

4. Understand your market and niche

Knowing your target market isn't just about demographics — it's about truly understanding the desires, motivations, and pain points of your ideal client. With these insights, you can tailor your services and messaging to resonate with the people who matter most — the future patrons of your medical spa.

Here's how to unlock the secrets of your target market:

• Research your market: Conduct surveys, focus groups, and competitor analysis to gain valuable insights into your local market. What are the trends? What unmet needs exist? Analyze online conversations on social media to discover what people in your area are talking about in relation to aesthetics and wellness.
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• Narrow your niche: The medical spa industry is booming, but there's room for everyone with a well-defined niche. Will you focus on anti-aging treatments for a mature clientele? Or cater to busy professionals seeking lunchtime rejuvenation procedures?
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• Find their pain points: What are your ideal client's struggles? Do they crave a more youthful appearance? Desire smoother skin texture? Understanding their pain points allows you to craft solutions and position your services as the answer. 
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• Embrace psychographics: Demographics are important, but don't stop there. Go into the psychographics of your target market — their values, lifestyles, and aspirations. This deeper understanding allows you to connect with them on a more emotional level and build genuine relationships.

Bonus tip: Think beyond the initial client. Consider who might influence your target market. Spouses, partners, and friends can all play a role in the decision-making process. Tailor your marketing efforts to consider these potential referral sources as well.

5. Secure the perfect location

Now it's time to find the ideal location for your medical spa. This isn't just about finding a space — it's about creating a strategic springboard for attracting clients. The right location can significantly impact your success, so choose wisely.

Here's a roadmap to guide your location scouting:

• Know your target audience. Remember that in-depth market research you conducted? Consider where your ideal clients live, work, and hang out. Is a high-traffic shopping mall a good fit, or would a quieter, more upscale area fit better?
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• Accessibility is key. Prioritize convenient locations with ample parking, easy public transportation access, and good street visibility. Think about walkability and bike lanes if those align with your target demographic.
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• The location vibe should reflect your brand identity. Are you aiming for a modern aesthetic? A sleek office building in a trendy part of town might be ideal. If you prioritize a serene, spa-like atmosphere, perhaps a converted historical building with calming landscaping would be a better fit.
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• Size matters. Don't get carried away by grandeur (yet). Consider your current needs and future growth plans when choosing a space. Factor in treatment rooms, waiting areas, staff areas, and potential expansion space. In many cases, choosing a one-room suite can be the right move when launching a medspa.
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• Look for areas with complementary businesses. A spa does well in places near yoga studios, hair salons, or healthy cafes. This can create a synergy that attracts a clientele interested in overall wellness.

Bonus tip: Be a savvy negotiator. Landlords know a desirable location is valuable. Don't be afraid to negotiate rent, lease terms, and building allowances to secure a space that fits your budget and long-term goals.

6. Financial planning and budgeting

Before diving headfirst into design and décor, it's important to get an understanding of your finances and establish a foundation. Create a comprehensive financial plan and budget that outlines your income streams, expenses, and projected profitability.

Here's how to navigate the world of financial planning and budgeting:

• Startup costs: Be realistic. Identify all the expenses associated with opening your doors. This includes equipment, furniture, renovations, permits, licenses, marketing costs, and initial inventory.
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• Operational costs: Don't forget ongoing expenses. Factor in rent, utilities, payroll, insurance, supplies, and ongoing marketing efforts. Embrace financial tracking tools to organize your expenses easily with budgeting and accounting software. 
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• Project your income streams: Consider service pricing, package deals, and potential patient volume. Be conservative in your initial estimates and adjust as your business grows.
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• Break-even analysis: Determine your break-even point — when your revenue covers all your expenses. This metric helps you understand how much revenue you need to generate to operate in the black.

Pro tip: Seek professional guidance. Consulting with a financial advisor or accountant experienced with medical spas can be invaluable. They can help you create a realistic budget and navigate financing options.

7. Develop your service menu

Your service menu is more than just a list of procedures — it's a curated selection of treatments designed to resonate with your target market and achieve your business goals. Think of it as the centerpiece of your medical spa, the offerings that will entice clients and keep them coming back for more.

Here are some tips for a great menu:

• Align with your niche. Remember your niche market you identified earlier? Let that guide your service selection. Focus on treatments that address the specific needs and desires of your ideal client. Don't try to be everything to everyone — curate a menu that showcases your expertise and specialty.

• Balance innovation and breadth. Balance cutting-edge, in-demand treatments with tried-and-true favorites. This caters to both the early adopters seeking the latest advancements and clients who prioritize established, reliable procedures.

• Consider profitability. Not all services are created equal when it comes to profitability. Factor in overhead costs, treatment time, and product usage when setting prices. Ensure your menu offers a healthy mix of treatments with varying profit margins.
• Compare service menus of successful medical spas in your area. See what they offer, how they price their services, and identify potential gaps you can fill with unique or specialized treatments.

Bonus tip: Involve your medical professionals and aestheticians in crafting the service menu. Their expertise in treatment efficacy and client preferences can be invaluable in selecting the right mix of services.

8. Marketing and promotion

With your service menu in place, it's time to focus on marketing these services. A compelling marketing and promotion strategy is essential to establish your medical spa as the go-to destination for aesthetics and wellness.

Here's how to get your marketing message heard:

• Identify your marketing channels: Where does your target audience spend their time? Social media platforms like Instagram and Facebook are powerful tools, but don't neglect local channels either. Consider print ads in relevant publications or partnerships with complementary businesses.
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• Focus on high-quality content: Your posts should educate and engage your audience. This could include blog posts on trending treatments, informative videos showcasing procedures, or captivating social media posts with photos (after getting client consent, of course).
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• Embrace social media: Use social media to connect with potential clients, showcase your expertise, and run targeted ad campaigns. But remember, authenticity is key. Try to strike a balance between informative content and genuine interaction with the community.
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• Pitch story ideas to local media outlets: Showcase your spa's unique offerings, staff expertise, or involvement in community events. Positive press coverage can significantly boost brand awareness and attract new clients.
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• Use email marketing: Build an email list and send out regular newsletters with special offers, treatment spotlights, and industry insights. 
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• Host events or workshops at your spa: Educate potential clients and showcase your expertise. Consider partnering with local influencers for sponsored content or offering referral programs to incentivize existing clients to spread the word.

Advertising disclaimer:

Unless you have a LegitScript certification, you aren’t allowed to conduct any explicit advertising of Botox, Dysport, Xeomin, Daxxify, Jeuveau, or other injectables like these using their brand names. These are prescription-only medicines (POM) and cannot be promoted on social media or websites by anyone except licensed pharmacies or resale companies. Also, avoid using before-and-after photos, any photos with blood or of a graphic nature, and photos of needles that are blocked on social media platforms like Instagram and Facebook. This is general advice for educational purposes, but it doesn’t constitute legal advice.

9. Setting metrics 

Now that you've begun your medical spa journey, it's crucial to establish metrics to track your progress. These metrics will tell you what's working for your business and what needs tweaking.

Here's how to define and track key performance indicators (KPIs):

• Client Acquisition Cost (CAC): Knowing how much it costs to acquire a new client is essential for optimizing your marketing spend. Track marketing expenses and divide them by the number of new clients acquired during that period.
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• Client Lifetime Value (CLTV): It's more cost-effective to retain existing clients than acquire new ones. Track the average revenue generated by a client throughout their relationship with your medspa. This metric helps you understand the long-term value of your client base and develop strategies to nurture existing client relationships and encourage repeat business.
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• Appointment booking rate: Monitor your online booking system and track how many website visitors convert into appointments. This helps you gauge the effectiveness of your website and online booking functionality. Research industry averages for key metrics like appointment booking rates to measure your progress against them. 
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• Client satisfaction: Happy clients are loyal clients. Gather feedback through surveys, online reviews, and post-treatment interactions. Understanding client satisfaction allows you to identify areas of excellence and pinpoint opportunities for improvement.
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• Revenue growth: Track your revenue and monitor its growth over time. This is a crucial metric for measuring your spa's financial health and gauging the progress towards your business goals.

Pro tip: Don't get bogged down by data overload. Choose a manageable set of KPIs to track and monitor them consistently. Schedule regular reviews to analyze the data and make decisions about your marketing strategies, staffing, and service offerings.

10. Launch and beyond

Lights, camera, action — it's showtime. The groundwork is laid and now it's time for the grand opening of your medspa. You can orchestrate a memorable launch with a few simple things in mind.

Try to work on a pre-launch hype where you build anticipation before your doors officially open. Run targeted social media campaigns, host exclusive sneak peeks for influencers or potential clients, and generate local media buzz. However, make sure you comply with advertising regulations for medspa services, as they may restrict the health claims that you can make.

When you are ready to open, don’t be afraid to go big. Don't just open the doors — make a splash. 

• Consider hosting an opening event with special offers, demonstrations, refreshments, and entertainment. This is a chance to showcase your spa, connect with the community, and make a lasting first impression.
• You could opt for a "soft opening" period after the grand event. This allows you to iron out any logistical wrinkles and ensure a smooth experience for your initial clientele. Gather feedback and refine your processes accordingly.
• The journey doesn't end with launch day. Continuously strive to improve your spa by gathering client feedback, staying updated on industry trends, and investing in staff training.

• Collaborate with complementary businesses for cross-promotion opportunities. Maybe partner with a local gym to offer spa packages as workout incentives, or you can team up with a high-end clothing boutique to host joint events.
• Demonstrate your commitment to your local area by sponsoring charitable events, offering discounts to healthcare workers or veterans, or partnering with organizations that promote health and wellness.

Go beyond a checklist for opening a medical spa with Moxie.

While we hope this checklist helps you, we have a whole launch guide with even more resources to grow your business and attract loyal clients. Download the Moxie Medspa Launch Guide here.

Moxie empowers medspa owners across the country to grow faster, bring in more profit, and achieve real success. We take the burden off your shoulders so that you can focus on what you do best — providing exceptional care to your clients.

Here's how Moxie can help your medspa thrive:

• Stress-free insurance setup: Moxie works with preferred insurance companies to help you find the perfect fit for your medspa, making the whole process a breeze with a dedicated Moxie representative by your side.

• Find a trusted medical director: Moxie connects you with pre-vetted, qualified MDs at exclusive rates, ensuring you get the best fit for patient safety and affordability.

• Marketing done for you: Moxie manages everything from website creation (under your brand) to targeted advertising that drives new clients through your doors.

• Hands-on, expert growth coaching: Our dedicated coaches meet with you regularly to support your growth, give you hands-on help, and guide you through the process of launching, managing, and growing your medspa.

‍Book a free strategy session today.