Medspa clients are knowledgeable, savvy shoppers who want the most effective, safest treatments available at the right price. They often have a lot of options in their local area and are willing to do their research to find out which practice meets their needs best.
To attract patients, aesthetic medical practices must have a unique offering that helps them stand out in potential clients’ minds.
How is your medspa different than your competitors? Secret shopping your competition is one good way to find out.
Secret shopping can help you uncover what your competitors are doing so you can devise strategy for your practice that sets you apart from other businesses.
Start with a quick Google search to see who your competition is in the local area. With this information, you can start your secret shopping online.
Online
Thankfully, the internet makes some secret shopping a cinch. Competitors’ websites reveal a breadth of information and are a good path to other information sources. For example, a website will lead you to your competitors’ social media accounts, including Facebook, Twitter and Instagram. Following competitors’ social media posts is an easy way of monitoring their activities, including the treatments they offer and customer service experiences.
You can also sign up to competitors e-newsletters and e-blasts via their websites. These tools will send information about their specials, events and other promotions direct to your email inbox.
Review websites such as RealSelf, Yelp, Google, and SpaFinder to see what your competition’s customers are saying about their services.
Offline
Offline investigations should be focused on your direct competitors as these can take more time and effort than online investigations. However, offline investigations—such as site visits—can reap a wealth of information, including in-practice layout and design, customer service experience, and treatment and product comparisons.
If you have the resources, you can conduct an end-to-end customer journey experience by enlisting a friend to have a treatment at one of your competitors. Make sure your investigator knows what data they should be collecting during their visit and have them document as much of their experience as possible for your records.
Document and evaluate
Make sure to document as much as possible during any secret shopping experience. Then, collate the information you collect so it can be evaluated to determine your competitors’ distinct advantages. Secret shopping should be an annual activity to help you stay on top of what your competitors are doing so that you can develop a unique and successful medspa practice.
For more information about marketing strategy for your aesthetic medical practice, contact the team at Acara Partners. Fill out our form today to get in touch with a member of our team.
