AKA: Why Your Clinic Needs a Marketing Budget (Even a Small One)

If you run a skin clinic, med spa or medical aesthetic business, you already know the power of consistency when it comes to skincare. You wouldn’t expect a single facial to clear someone’s acne or one dose of Profhilo to transform their skin overnight. The real magic? It comes from small, regular actions that build results over time.

The same is true for marketing your clinic.

Think of marketing like skincare. Some things need to be done daily, some weekly, and some as part of your long-term plan. You don’t need to do everything at once or blow your budget. But you do need a routine (and a little budget behind it) to get results.

In this blog, we’ll show you how to create a smart, strategic marketing plan using the language of skincare. Whether you’re new to marketing or just need a fresh approach, this metaphor makes it easy (and maybe even fun).

Step One: Daily Essentials – Marketing as Your Everyday Skincare Routine

These are the things you do regularly to keep your clinic visible, approachable, and trusted. They don’t have to be complicated or time-consuming but they do need to happen.

Social Media = Cleanser and Moisturiser

Showing up on platforms like Instagram or TikTok is like cleansing and moisturising your brand daily. It’s how you stay fresh in your audience’s mind, even if they’re not quite ready to book yet.

???? Tip: You don’t have to post every day. Just showing up through Stories, replying to DMs, or commenting on local accounts, keeps your clinic feeling active and welcoming.

???? Behind-the-scenes content, treatment walk-throughs, and short “here’s what’s on today” updates help build trust and remind people you’re real, not robotic.

Instagram Stories or Reels = SPF

Reels and Stories are your protection against invisibility. Like SPF, they help you stay top-of-feed and top-of-mind. They’re not permanent, but they keep the momentum going.

???? Tip: Use stickers, polls, or countdowns to boost engagement and train the algorithm to favour your content.

Email Marketing = Eye Cream

Often neglected, but essential for long-term results. Email campaigns help you stay connected to clients, nurture loyalty, and reactivate past bookings.

???? Tip: A simple monthly newsletter or treatment spotlight is enough to start. Include photos, offers, and easy links to book.

Step Two: Boosters — The Deep Treatments That Deliver Over Time

These aren’t everyday tasks, but they’re your secret weapons for deeper results. They support your visibility and help you get found by new clients.

Google My Business = Retinol

It’s not glamorous, but it’s powerful. Regular updates to your Google Business Profile (photos, posts, services) and replying to reviews help improve your local ranking.

???? Tip: Check in 2–3 times a week. Reply to all reviews (good or bad), upload new treatment photos, and post short updates to show Google you’re active.

✨ Bonus: This builds serious credibility when potential clients Google “[treatment] near me.”

Blogging and SEO = Hyaluronic Acid or Peptides

Blogs might not give instant gratification, but over time they strengthen your site’s authority, help with search rankings, and educate your audience.

???? Tip: Write once a month. Focus on answering common questions (e.g. “Does microneedling help acne scars?”) and include keywords like your location + treatment type.

???? Result: More traffic to your website from people actively looking for your services.

Paid Ads = Chemical Peels or Profhilo

Short-term, high-impact strategies. When done correctly, paid ads can deliver quick visibility boosts and new enquiries, just like a skin booster gives that extra glow.

???? Tip: Start small. Even £500/month on Meta or Google Ads, with tight targeting, can make a big difference in driving new traffic to your social media and/or website. 

????‍???? Pro tip: Work with someone who understands your niche (and how to set up ads correctly) so you don’t waste budget on the wrong audience or risk your ad account getting banned. 

Step Three: Campaigns and Quarterly Treatments — Your In-Clinic Upgrades

Think of these as your microneedling sessions or skin boosters – things you plan for a few times a year, but that deliver deep, strategic results.

Brand Shoots = Skin Boosters

High-quality photography and video content builds massive trust. If your website or socials are filled with dark, outdated images or Canva graphics, now’s the time to invest.

???? Tip: Aim for one content shoots every 3 months, and an updated brand shoot every 12-18  months. Capture your team, your space, your treatments in action, and those all-important “journey” shots.

???? These images can be used for months across social media, ads, your website and more.

Seasonal Campaigns = Skin Cycling

Your clients change what their skin needs based on the season – so should your marketing. Plan mini-campaigns around relevant treatments: peels and laser in autumn, pre holiday facials and hydration in summer, body treatments in spring.

???? Tip: Create a campaign calendar for the year and assign budget and content time to each quarter.

???? Example: Spring “Body Confidence Boost” campaign = a mix of Google My Business updates, email marketing, reels, and a small ad budget.

Website Refresh = Microneedling

Your website is your digital skin barrier. Every 6–12 months, it’s worth refreshing your content, updating your treatment list, checking mobile responsiveness, and reviewing booking flows.

???? Tip: Don’t let broken links or outdated copy lose you bookings. This is one of the best long-term investments you can make.

Step Four: Building Your Marketing Budget — Skincare Doesn’t Have to Break the Bank

We often see clinics thinking marketing is too expensive. But just like skincare, it’s not about buying everything; it’s about investing in what works for you.

Here’s a simple way to start:

• Set aside 5–10% of your monthly turnover for marketing.
  
• Break it down:
  
  • Prioritise on everyday tools (social, email, platforms)
    
  • When your budget increases add in growth tools (ads, SEO, photography)
    
  • Don’t neglect focused campaigns and quarterly planning
    

It doesn’t have to be perfect. What matters is consistency. Like skincare, your marketing won’t work if it’s “once in a while.”

If you skip your SPF for weeks and then try a chemical peel, you’ll probably see more damage than benefit. Same goes for marketing; don’t wait until bookings are slow to suddenly invest. Build the habit and the growth will follow.

Final Thoughts: Your Clinic Deserves to Be Seen

Marketing doesn’t have to feel overwhelming or expensive. Just like skincare, it’s the little things, done often, that deliver the biggest results.

Your audience isn’t expecting perfection. They want consistency, personality, and a sense of connection. With even a small monthly marketing budget and a simple routine, you can:

• Stay visible
  
• Attract ideal clients
  
• Stand out from local competitors
  
• Grow steadily and sustainably
  

So… ready to start your clinic’s marketing skincare routine?

???? Book a discovery call with Quirky Frog

We’ll help you build a marketing plan that fits your budget, your business, and your goals; with no fluff, just results.