Hungry for better results from your med spa marketing? Juliana Wasco, leader in aesthetic marketing at Diamond Accelerator, serves up her favorite recipe for success.
The Challenge: Digital Marketing Overwhelm
Let’s face it—trying to figure out what to post, where to post it, and which platforms even matter anymore can feel overwhelming for med spa social media practices. As the digital landscape constantly shifts, med spa owners and managers often ask: “Where should I focus my efforts? Does TikTok matter? How do I create content that actually converts?”
If you’ve been personally victimized by algorithm changes or watched competitors dominate online while you struggle to gain traction, you’re not alone. But there’s a solution, and it’s simpler than you might think.
Introducing the Content Strategy Sandwich
In Diamond Accelerator’s latest training, Juliana Wasco breaks down her proven social media framework for creating “cravable content that fills your schedule, builds trust, and turns strangers into loyal paying patients.”
The secret lies in understanding that your content is your med spa’s storefront, sales team, and community hub all rolled into one. But posting without strategy is like serving a sandwich with just bread—unsatisfying and ineffective.
Let’s dig into each layer of this delicious marketing approach:
The Bread: Reels and Carousels
Top Bun: Reels
- Purpose: Reach and discovery
- Function: Gets eyeballs on your brand and generates new followers
- Best for: Quick tips, trends, and storytelling
- Recommendation: Post 2 reels per week with trending audio and a strong call to action
- Pro tip: Use systems like ManyHat or Diamond Accelerator’s dashboard to automate responses to trigger words in comments (e.g., “Comment ‘facial’ to get this deal!”)
Bottom Bun: Carousels
- Purpose: Education and engagement
- Function: Keeps people interacting with your content
- Best for: How-to’s, myths vs. facts, and before/after transformations
- Format: Start with an attention-grabbing headline slide and end with a call to action
- Pro tip: Create “save-worthy” content that people will want to reference later
"Your potential patients are doomscrolling on Instagram and TikTok every single day. If you're not showing up with value and consistency, someone else will—and your patients will start to follow them." - Juliana
The Fillings: Static Posts and Stories
Static Posts
- Purpose: Branding and storytelling
- Function: Creates a beautiful, cohesive feed
- Best for: Announcements, before/afters, and product features
- Bonus: Easily repurposed on Google My Business
Stories
- Purpose: Connection and community
- Function: Adds flavor and personality to your brand
- Best practice: Show up daily with strategic content that drives appointments
- Think of it as: The special sauce that keeps people coming back
The Side Dishes: Email, Blogging, Google, TikTok, and YouTube
To maximize your online presence and create an omnipresent brand, you need to supplement your Instagram/Facebook sandwich with these essential side dishes:
Email Newsletter
- Direct line to warm leads
- Highlight your best performing content
- Embed Instagram reels to convert email subscribers to followers
- Frequency: At least monthly
Blogging
- Boosts SEO with targeted keywords
- Build topic authority by focusing on specific services/problems
- Frequency: Minimum once monthly
- Strategy: Pick 5 FAQs about one topic and create blog posts answering each
Google My Business Posts
- Critical for local SEO and map pack ranking
- Repurpose blog content with keywords
- Frequency: At least weekly
- Include promotions and product highlights
TikTok
- While its future remains uncertain, the platform teaches us the importance of diversification
- Don’t put all your eggs in one social media basket
- Ensure followers connect with you across multiple platforms
YouTube
- Builds topic authority (Google owns YouTube!)
- Repurpose blog content as video scripts
- Create both long-form content and shorter clips for other platforms
- Great for franchises or multi-location practices
Bringing It All Together: The Omnipresenct Strategy
The magic happens when all these elements work together. When you consistently deliver the same crystal-clear message across multiple platforms, potential patients begin to see you everywhere. This omnipresence builds trust before they ever step through your door.
Juliana recommends:
- Choose a monthly theme or specific treatment to focus on
- Create content about that focus across all platforms
- Repurpose content strategically to maintain consistency
- Track metrics to see what resonates with your audience
- Reach out to new followers with special offers
"If you're talking to everyone, you're talking to no one. Double down on one service or problem, and don't stop talking about it—even if you feel repetitive. Find a new angle and say the same thing in a different way. That's how you build SEO authority and how people start associating you with that specific solution." - Juliana
Ready to Build Your Content Strategy Sandwich?
Remember: You don’t need more content ideas—you need a strategy that feeds your brand, fuels conversations, and keeps patients coming back.
To get our free annual marketing planner, your ultimate roadmap to making this strategy easy (plus a sneak peek of our Med Spa social media content calendar with monthly themes and trend alerts), DM us “planner” or drop a comment on our Instagram account.
For more free trainings that will grow your med spa, visit the link in our bio and join us live every Wednesday at 2:30 p.m. Central Time.
Let Diamond Accelerator help you build a content strategy that delivers real results for your medical aesthetics practice.
About Juliana Wasco: Juliana is a leader in aesthetic marketing for Diamond Accelerator, where she helps medical aesthetic practices scale their revenue, dominate their market, and build influential brand presence through cutting-edge digital strategy. With over a decade of experience in digital marketing, brand positioning, and revenue optimization, she has guided thousands of aesthetics professionals on harnessing the power of marketing.
