Are you leaving revenue on the table by overlooking one of the most lucrative and growing markets in aesthetics? If your med spa isn’t actively targeting millennials, you’re missing a major marketing opportunity. In a recent interview, Katlin from Diamond Accelerator sits down with Audrey Neff, Senior Director of Marketing at PatientNow, to dive deep into why this generation should be your priority.
“The reality is, it’s five times more expensive to get a new patient than to retain one.” — Katlin
Shattering Millennial Myths in Aesthetics
For years, millennials were dismissed as “cheap,” “not brand loyal,” and “not worth the effort.” Audrey debunks these myths, sharing her own journey as a millennial aesthetic consumer. Contrary to outdated beliefs, millennials are loyal to practices that provide authentic experiences and personalized connections.
Audrey’s research shows millennials now make up over 30% of the aesthetic market share in North America, a number that’s only growing as Gen X and Boomer market shares decline. This demographic, ages 29-44, is more educated, proactive, and willing to invest in their appearance for long-term wellness and confidence.
"Creating comprehensive treatment plans for a client from their first visit with you is crucial" for maximizing med spa revenue potential.
Why Millennials Matter to Your Med Spa’s Future
Higher Lifetime Value
Millennials entering the aesthetics market at a younger age means longer relationships and more revenue over time.Prevention Over Correction
Unlike older generations, millennials focus on preventative treatments like neurotoxins, fillers, and biostimulators to age gracefully.Experience-Driven Consumers
They prioritize authenticity, relatability, and exceptional experiences over simple transactions.Social Media Advocacy
Millennials proudly share their aesthetic journeys on social media platforms, giving practices free, organic marketing opportunities when the experience is right.
“Start to finish, we need processes and accountability for this to really work.” - Katlin
Marketing Tactics to Attract Millennials
Audrey highlights two crucial factors millennials consider when choosing a provider:
Reviews: Google reviews are often the first touchpoint. Aim for at least 100 positive reviews to build trust and credibility.
Before & After Photos: Millennials want to see relatable results from patients like them. Consistent, high-quality imagery builds confidence and sets realistic expectations.
“It’s not just ‘go get a review’ or ‘take a photo.’ Leadership has to orchestrate the entire journey to make it work.” — Katlin
How to Improve Your Reviews & Photos Process
Automate Review Requests: Use systems that streamline gathering reviews and train staff on effective “ask” strategies.
Perfect Your Photo Process: Standardize lighting, angles, and storage (HIPAA-compliant platforms like RXPhoto are recommended).
Educate Through Photos: Share treatment timelines, modalities used, and retail products in photo captions to educate and set expectations.
“You have to position it like an honor—patients should feel proud to be part of your success story.” — Katlin
Overcoming Common Objections
Fear of bad reviews? Audrey explains that negative reviews are inevitable—but you can offset them with consistent positive ones. In fact, an occasional negative review makes your profile more authentic.
Concerned patients won’t consent to photo usage? Build rapport first. Ask for marketing consent after they’ve experienced great results. Frame it as an honor to be featured as a success story.
“If leadership doesn’t use reviews and photos as a growth tool, teams won’t see the value in doing them.” — Katlin
The Bottom Line
Millennials are not just the future—they are the present. With the right strategies in place, med spa marketing practices can tap into this growing market, ensuring long-term success and profitability.
Stop leaving money on the table. Start connecting with millennials authentically, and you’ll see the difference in both patient loyalty and your bottom line.
