A proposal for NEW MED SPA

GROWING YOUR
PRACTICE,
through social.

You said you'd like around 20 new patients a month. We'll aim there, but the real goal is bigger: more new patients, more repeat visits, and more revenue per patient, with every result tracked back to what drove it.

Read the proposal ↓
Andrew Lamping
A note from Andrew
Warren, great talking with you. There are a few things in here worth reading, so take your time with it. The short version: you've built a strong practice, and what's missing is the social side done right and actually tracked. That's the part we'd own.

We've helped med spas grow before, and we approach every client the same way: make decisions backed by data, measure everything, and never guess. If we can't prove it's working, we'll change it.

You'll also find we're very direct. We don't wait to be told what to do. We lead, challenge ideas when needed, and take ownership of results. That's not the right fit for every business, but it's exactly why our clients hire us.

If you're willing to let us drive, we'll treat your business like it's our own.

Andrew Lamping
Founder and CEO, Cyclone Social
Badge Badge Badge Badge Badge
A quick look

What we can see
from the outside.

This is only what's visible from the public side. It lines up with what you told us on the call, so it's a fair place to start.

First, about Meta

Since you brought it up, let's address the elephant in the room. Yes, Meta works for med spas. Today, BOTOX® is running more than 1,300 active ads, Juvéderm® more than 300, CoolSculpting® dozens, and even Ozempic® is actively advertising despite being one of the most regulated products on the market.

The limitation isn't advertising. It's measurement.

Meta classifies med spas under Health & Wellness, which restricts certain conversion tracking and retargeting capabilities. That's a privacy safeguard, not a marketing roadblock. We build campaigns around those rules every day.

1. Meta isn't connected. No Meta Pixel, Conversions API, or event tracking means no attribution and no optimization. We'd implement the technical foundation first so every campaign has the data it needs to improve.

2. Creative isn't being tested. Your team is producing content. We'd build a structured testing framework around it, quickly identifying what drives consultations and what doesn't.

3. Paid and organic aren't working together. Today they appear to run independently. We'd align creative, messaging, and campaigns so every piece of content supports the same business goals.

4. Zenoti has the data. Whether you love the platform or not, it contains valuable patient and revenue data. With the right reporting, we can track patient value, treatment mix, retention, and marketing performance to make better decisions.

The plan

Everything runs
at once.

We're not doing admin for the first month then marketing for the next. On day one we're installing tracking, reviewing Zenoti, meeting with the team, building campaigns, planning creative, thinking about events, and preparing launches. All of it, in parallel. Tap any workstream to see what that means in practice.

Build the FoundationThe technical pieces that make good marketing possible.Result: everything becomes measurable.
  • Meta Pixel + Conversions API installed and verified, so every campaign has the data it needs to improve from day one.
  • Domain verification and Health & Wellness classification handled correctly, so your ads don't get flagged.
  • Zenoti Marketing Manager access wired in (no PHI) so patient and booking data connects to the ad side.
  • Patient economics by treatment: AOV, LTV, capacity, and revenue goals built before a dollar of spend is set.
  • Meta rep pre-clearance on your creative before campaigns go live.
Drive GrowthThe marketing engine.Result: new patients begin entering the funnel.
  • Top of funnel: reach new patients (women 28-55, Carmel and surrounding towns) with educational, aspirational creative.
  • Middle of funnel: retarget site visitors and engagers with a specific treatment and a consult offer.
  • Bottom of funnel: tight audiences, clearest offer, lowest cost per booking.
  • Organic across Instagram, TikTok, and Facebook building the brand that makes paid cheaper over time.
  • Creative testing: we work hand-in-hand with your in-house team, run a high volume of tests, and cut what doesn't work fast.
Run the BusinessMarketing reacts to what's happening inside the practice.Result: we push what's profitable, not just what's popular.
  • Weekly Zenoti review: new patients, bookings versus capacity, AOV by treatment, and where to push or pull spend.
  • If BOTOX® is booked three weeks out, we shift budget to treatments with open capacity, not the other way around.
  • Email and SMS: post-visit rebooking, lapsed-patient reactivation, membership offers. The cheapest patients you can get are the ones who already know you.
  • Events: a well-marketed event can drive serious revenue in a single weekend. We run these end to end and you should be doing them.
Scale What WorksDouble down on proven winners.Result: growth compounds over time.
  • Winners get more budget. Underperformers get cut. We do this on a weekly cadence, not quarterly.
  • Lookalike audiences built off your best-converting patients as pixel and Zenoti data accumulates, making targeting sharper and cheaper over time.
  • Membership program: if you don't have one, we'd launch one. A membership patient is worth multiples of a single-visit patient over 24 months.
  • Network expansion: once the New Med Spa playbook is proven, we scope the broader GPO opportunity together.
How marketing decisions get made

Marketing decisions
powered by business economics.

Before we spend a dollar, we want to understand how your business actually makes money. Every marketing decision is backed by patient economics, provider capacity, and real data. Not assumptions.

⚠️
Completely made-up example
None of these numbers are based on New Med Spa's actual data. We made them up to illustrate how we'd think about your business once we have real numbers. This is the framework, not the forecast.
Treatment
ATP ?
Average Treatment Price
What a patient pays for this specific service at the time of booking. The starting point before we calculate what they're actually worth to the practice.
Avg. Visit ?
Average Visit Value
Total revenue per visit including add-ons, products, and upgrades. Almost always higher than ATP because patients rarely buy just one thing.
LTV ?
Lifetime Value
Total revenue a patient is expected to generate over their relationship with the practice. High LTV treatments justify higher acquisition costs and more aggressive spend.
CAC Target ?
Customer Acquisition Cost Target
The maximum we should pay to bring in one new patient for this treatment while staying profitable. Calculated from LTV and your margin. If we exceed this, the campaign is losing money even if bookings look good.
Capacity ?
Provider Capacity
How booked out this service is right now. If a provider is 90%+ full, buying more patients for that treatment is wasted money. We use this to shift budget toward services that actually have room to grow.
Decision ?
Marketing Decision
What we'd actually do with the budget this week based on the economics above. This changes as the business changes. If BOTOX books up, we stop spending on it and shift to what has capacity.
BOTOX® ?
Why Reduce Spend?
At 92% capacity, the providers are nearly maxed out. Spending to bring in more BOTOX® patients right now just creates wait lists and disappointed patients. We'd pull budget here and redirect it toward open capacity treatments.
$425
$615
$2,950
<$300
92% Full
Reduce Spend
Lip Filler ?
Why Maintain?
68% full is healthy, not bursting. LTV and avg. visit value are strong. We'd keep current spend level while watching whether capacity tightens. Not the place to cut, not the place to pour money in.
$700
$965
$2,300
<$425
68% Full
Maintain
Laser ?
Why Increase Spend?
31% capacity means there's a lot of open provider time going unbilled. Even though LTV is lower than other treatments, the economics still work at our CAC target. The opportunity here is filling that unused capacity.
$350
$480
$1,650
<$225
31% Full
Increase Spend
EmFace ?
Why Aggressively Grow?
This is the highest-value treatment on the board ($4,350 LTV) and only 18% full. Every empty slot is a significant revenue miss. We'd build dedicated campaigns, allocate serious budget, and make EmFace a priority in creative testing.
$2,200
$2,450
$4,350
<$850
18% Full
Aggressively Grow
Membership ?
Why Highest Priority?
$4,800 LTV with unlimited capacity. A membership patient pays monthly, returns regularly, and is worth multiples of a single-visit patient over 24 months. This is the most predictable recurring revenue in the practice. It deserves its own campaign, budget, and creative.
$99/mo
$1,900/yr
$4,800
<$500
Unlimited
Highest Priority
Every week we'd review
✓Customer Acquisition Cost
✓Average Visit Value
✓Patient Lifetime Value
✓Provider Capacity
✓Retention & Churn
✓Budget Allocation

We don't decide what to advertise.
Your data does.

The investment

Simple,
transparent.

Your investment
$8,000 /mo
Flat monthly management fee.
What's included
—Meta Pixel, Conversions API, and Zenoti integration
—Full paid social funnel (top, middle, and bottom)
—Organic social across Instagram, TikTok, and Facebook
—Creative testing, hand-in-hand with your in-house team
—Weekly Zenoti review and reporting
—Patient economics modeling by treatment
—Events and membership strategy built in
Recommended Media Budget
~$10,000 /mo

Paid directly to Meta by you. This is our recommended starting point and can grow as results build.

Media Management
20% of managed spend

At ~$10K/month media, that's ~$2,000/month. Scales proportionally as spend increases.

Agreement: one-year term. 60-day out in your first 90 days. 30-day out after that. Standard HIPAA and confidentiality protections included.

Things most people ask first

Everything
you want to know.

Who is Cyclone Social?

A marketing agency Andrew started in 2012, 13+ years deep, 200+ clients served. It hit the Inc. 5000 as one of the fastest-growing agencies in the country and the fastest in Indiana. Specialist teams across growth strategy, creative, social, and paid digital, all in-house. No white-labeling. No outsourcing.

The creative is produced in-house: photographers, videographers, designers, and art directors. We're a Meta agency partner, so campaigns run through a dedicated Meta rep.

How can I research you?

Start here:

We're also happy to connect you directly with any brand we've worked with. Tell us which one on the call.

Can you even advertise a med spa on Meta?

Yes. Pull up Meta's public Ad Library right now. BOTOX® is running 1,300+ active ads, Juvéderm® 300+, CoolSculpting® a couple dozen, and even Ozempic® runs 70 to 100. Meta lets it happen when you do it right.

The one real limit is the Health & Wellness pixel classification. We can run campaigns all the way to the conversion and drive the booking, but Meta won't let us retarget a person based on the specific treatment they bought. We know this going in and build the funnel around it. On Google, injectable terms need LegitScript certification, which we handle.

What's the agreement, and am I locked in?

We ask for a one-year term, but you're not trapped in it. There's a 60-day out in your first 90 days, and a 30-day out after that. The term mostly exists for the confidentiality and non-compete pieces, so neither of us poaches the other's people.

You're in healthcare, so we'll sign the HIPAA and confidentiality language. Honestly, locking people into contracts they're angry about is how an agency dies. If something isn't working, we get on a call, talk it through, and fix it or part ways. We've done it that way since 2012.

Does the media management fee change as spend grows?

Yes. We use a tiered structure so the rate comes down as your media budget scales:

  • $5,000 to $9,999/mo: 20% (minimum $1,000/mo)
  • $10,000 to $49,999/mo: 15%
  • $50,000 to $99,999/mo: 10%
  • $100,000+/mo: 8%

At your starting point of ~$10K/month you're right at the 15% threshold. As the campaigns perform and you're ready to scale, the management cost becomes a smaller percentage of what you're spending. We think that's the right structure for a long-term partnership.

How are you different?

We don't outsource. The team you meet is the team doing the work. No junior hand-off, no white-labeled freelancers.

We follow the data. If a creative isn't working, we cut it. If a channel isn't producing, we move the budget.

We test quickly. More creative tests means faster learning and less wasted spend.

A full senior team. Director-level paid, creative, organic, and ops on your account, not one generalist juggling everything.

How do I get ROI on this?

We're not going to promise you a specific ROI number. Anyone who does is guessing. What we'll do is partner with you on it and stay accountable.

You tell us the efficiency ratio you need to stay profitable. We keep our campaigns inside that line, scale as the returns hold, and report back constantly. You should hold us to it. That's the whole job.

The team on your account

The people doing the work.

All in-house. No white-labeling. No junior hand-off after you sign.

Emily Hoffman
Emily Hoffman
Senior Account Manager
Your day-to-day lead: strategy, the calendar, and the person who keeps it all moving.
Ryan Smith
Ryan Smith
Director of Marketing Operations
Pixel, Zenoti wiring, reporting, and the weekly numbers you'll actually read.
Wes Teska
Wes Teska
Creative Director
The testing framework that turns your content into ad creative that performs.
Eric Hall
Eric Hall
Director of Paid Digital
Your Meta campaigns, budget pacing, and the attribution behind every dollar.
Jada Shaw
Jada Shaw
Project Manager
Keeps the work on schedule and every channel in sync.
Amelia Kline
Amelia Kline
Social Media Specialist
Organic across Instagram, TikTok, and Facebook, and she knows the med-spa space.
Meet the whole team → Our team is larger than this. These are the people on your account day to day.
One ask before you decide

LET'S
meet.

Read through this. Share it with Cheryl. Then let's get in the same room.

You shouldn't hire a marketing partner you haven't shaken hands with. Andrew and Jackson want to come on-site, learn the brand, walk the space, and meet your team. That's how real partnerships start. Not a Zoom. Not a slide deck. An actual conversation, face to face.

We've done this long enough to know: the clients we're closest to are the ones we do the best work for. We want to be in that category with you.

Let's shake hands and go build something.