12-month med spa content calendar: what to post each month, by treatment and season, with the 12-post grid

By Benjamin Chua·Published October 18, 2026·17 min read

A pharmacy doesn't throw out its stock each season. It moves allergy tablets to eye level in spring and sunscreen to the front in June, and everything else stays on the shelf behind. A med spa content calendar works the same way. You still offer every treatment all year. The calendar only decides which one sits at eye level this month.

Most med spa feeds have no eye level at all. Monday is a lip filler before-and-after, Wednesday is a laser promo, Friday is a membership flyer, and the one person who was finally ready to book a skin consult saw none of it. This guide gives you the full year as a table, the 12-post grid you reuse every month, the Story and DM wording, the half-day filming plan, and the one tag that tells you which posts actually produced consults. The posting volume lines up with how one filming day becomes 144 videos: 12 posts a month, 144 a year.

Why point a whole year at one consult offer?

Because content compounds when it all pushes in the same direction and fragments when it doesn't. A clinic that promotes five offers at once is asking a stranger to pick a treatment from a menu they don't understand. A clinic that promotes one planning conversation is asking them to show up and talk. The second ask is easier, and it's the one the injector can actually act on. Hormozi's point about the Grand Slam Offer applies here: one clearly promoted offer with obvious value beats ten vague ones ($100M Offers, p. 32). Your calendar is the promotion engine for that one offer.

Pick a name that says who it's for and what they'll leave with, and keep outcome numbers and timelines out of it ($100M Offers, p. 140 on naming). Three that work:

• Glow and Confidence Consult, for a full-face plan
• Skin Reset Consult, for skin, pigment and texture
• Contour and Confidence Consult, for body or jawline planning

Then the bio, caption and Story line that sells the consult rather than a treatment. ACQ's wording, lightly edited:

“Ready for a personalised plan instead of random treatments? Tap the link in bio and book a [NAME] Consult. We go through your goals, your timeline and your budget, then map a safe step-by-step plan. No pressure, just clarity.”

Each month only the angle changes. January it's a Skin Reset Consult framed as a new-year reset. September it's the same consult framed as undoing summer. The booking link never moves, so a post from March still sends people to the right place in October.

The 12-month med spa content calendar

The table below is the year for a clinic in the northern hemisphere with a US-style holiday calendar. The seasonal logic is a working observation from running med spa content, not a dataset, so treat it as a starting draft. If you're in Australia or anywhere the summer flips, slide the rows six months. If your town's school calendar or biggest local event lands somewhere odd, move the row to match it.

What should a med spa post each week?

Three feed posts a week, 12 a month, plus Stories. That is a working rule for a local clinic, and it holds up as long as every post has a job. One proof post, one education post, one direct ask. Proof raises the viewer's belief that people like them get good outcomes here. Education earns trust and gives them something to save. The direct ask turns that trust into a booked consult. Miss the third one and you're running a free public service.

On top of the feed, run 2 to 4 Story sequences a week that end in the consult link or a DM keyword. The point is a fixed rhythm of asks on a calendar rather than a random ask whenever someone remembers. The same grid runs every month. Only the hooks and footage change, which is why the team can keep it up past February.

If the hook starters feel thin, the 30 reel ideas for injectors gives you a hook for each one and most of them drop straight into the education and proof slots. The comment-keyword asks in posts 3 and 9 only work if someone or something actually replies. Set up the auto-reply or put the desk on comment duty before you publish the post. Promising a DM that never arrives is worse than no ask at all.

The Story and DM scripts

The weekly Story sequence is three frames, about 10 seconds each. Film all four weeks' worth in the same half-day, changing only the theme line.

1. 1

   Frame 1, to camera. Overlay: This month: [MONTH THEME]

   If you've been thinking about [goal, e.g. fixing sun damage] but don't know where to start safely, this month is your sign.

2. 2

   Frame 2, proof. Overlay: Shared with permission, individual result

   Here's someone who came in asking for exactly this and gave us the OK to share. We mapped a step-by-step plan that fit their schedule and comfort level.

3. 3

   Frame 3, ask. Button or poll: Book my [THEME] Consult / DM PLAN

   Tap the link in our bio to grab a [THEME] Consult, or DM me the word PLAN and we'll send the details.

Frame 2 is the one that gets clinics into trouble. Never identify someone as a patient in public without their signed marketing authorization, and don't rely on cropping to make a photo anonymous. The before-and-after photo rules cover the HIPAA, FTC and Meta layers in one checklist.

The direct asks will produce price questions in the DMs. The reply is the same every month, so give the desk the wording. ACQ's version with the brand name swapped for the generic:

“Good question. Pricing depends on the area, your goals and a safe dosing plan, which we can't do fairly over DM. If you'd like, we can book a quick [THEME] Consult where we go through your goals, explain the options and pricing, and map a step-by-step plan. Want me to send the booking link or find a time for you?”

If your desk wants a longer bank of answers, including what to do when someone pushes for a number anyway, the price-question DM scripts has them.

How do you film a month of content in one half-day?

A TV network doesn't write Tuesday's show on Tuesday. It programmes the season, shoots in blocks and runs reruns of the episodes people liked. Your month works the same way: one half-day of filming, 2 to 3 hours of actual shooting, covers all 12 feed posts and the four Story sequences. Prep happens 3 to 5 days before.

1. 1

   Block 1: all education clips

   Record the four education talking-heads back to back. Change the angle or background every 2 to 3 clips so the month doesn't look identical.

2. 2

   Block 2: all direct-ask clips

   Four consult invitations in a row, same outfit is fine. Read the month's theme line into each one.

3. 3

   Block 3: B-roll and room shots

   Ten minutes. Hands, devices, the consult room, the forms. This footage carries the Story sequences and post 9.

4. 4

   Block 4: testimonials, if a patient agreed

   Two questions only: what made you nervous before coming in, and what's been your favourite part of the process so far. Signed authorization first.

5. 5

   Label on the phone before you leave the room

   Jan-Edu-1, Jan-Proof-2, Jan-Ask-3. Unlabelled footage is where calendars die.

The time budget, as a working rule: about 1 hour planning, 2 hours filming, 3 to 4 hours editing and scheduling. Call it 6 to 7 hours a month for 12 posts and the Stories. If that is still more than the clinic has, the alternative is to compress the whole year into one day with scripts written in advance, which is the model in how one filming day becomes 144 videos.

How many consults should a content calendar produce?

Nobody can promise you a number, and anyone who does is guessing. What you can do is run the arithmetic on your own figures so you know whether 12 posts a month is worth the hours. Here is ACQ's worked example, with every input a working assumption you should overwrite:

The reason the maths favours consistency is the Value Equation ($100M Offers, pp. 59 to 61). Proof posts raise the viewer's belief that the outcome is likely for someone like them. The single consult path cuts the effort and the time between "I'm curious" and "I'm booked". Every month's theme should pass one test: can a viewer see people like them doing well here, and is the next step obvious?

The five mistakes that break med spa calendars

1. 1

   Promoting five offers at once

   Confuses the viewer and weakens every ask. One consult angle a month. The consult is where the injector recommends whatever treatments are actually right.

2. 2

   Ignoring the season

   Pushing downtime lasers in July is asking people to peel on holiday. Use the table, then swap rows only for your climate, school calendar and local events.

3. 3

   Thin or random proof

   Without proof the viewer has no reason to believe it works for them. Build a habit: every happy patient is asked, once it's appropriate, for a review or for signed permission to share. Four proof posts a month, every month.

4. 4

   A plan that is too clever to keep

   The team burns out by March. Lock the 12-post grid and reuse it. Only hooks and footage change.

5. 5

   Not tracking which posts booked consults

   You can't drop the duds or repeat the winners. Add "Where did you first see us?" to intake and tag the booking note with the post, e.g. IG-P9. At month-end, list posts by consults booked.

That last tag is what turns year one into year two. Hormozi's More, Better, New order says do more of what already works, then make it better, and only then try something new ($100M Leads, p. 154). The posts that produced consults in March go back into the March slot next year with fresh footage. He calls the same move scraping your own social: keep a folder of posts that beat your baseline on saves, shares and bookings, and rerun those angles in the same seasonal slots (Acquisition.com Marketing Machine playbook, p. 12). Think of a museum calendar. The permanent collection stays. Each month one exhibition gets the main hall and the lighting, and the exhibitions that drew a crowd come back.

On volume, the Rule of 100 in its full form is 100 primary actions a day for 100 days ($100M Leads, p. 155). A local clinic doesn't need that. It needs the principle: a fixed number of posts, Story asks and DM replies, every week, for long enough to see a pattern. Three posts and three Story sequences a week for 100 days is the local version. Most clinics quit at week six because nothing has happened yet. Week six is where the tagging starts to show you something.

Compliance guardrails for the whole year

Plan three months ahead, one month in detail

You don't need to script December in January. Lock the seasonal themes a quarter at a time, then film and schedule only the next month in its half-day. That keeps the year coherent and still leaves room for the event or promotion nobody saw coming. If you'd rather not build the table from scratch, our free 12-month content plan lays out the year for a med spa with the themes and post slots already filled in. Take it, swap the rows that don't fit your market, and start filming.

And if the half-days keep getting cancelled because the injector is in the chair, that's the point at which handing the whole year to someone else makes sense.

Where this comes from

• Official pages read 2026-10-18: Instagram for Creators FAQ and Tips for improving your reach (the latter dated 31 May 2023); Meta Health and Wellness ad standard (page change log shows 22 July 2026); 45 CFR 164.508 on eCFR; FTC Health Products Compliance Guidance (no last-updated date shown).
• The one-consult-offer logic, naming, the Value Equation, Rule of 100 and More, Better, New are from Alex Hormozi via ACQ AI, cited inline: $100M Offers pp. 32, 59 to 61 and 140; $100M Leads pp. 154 and 155; Acquisition.com Marketing Machine playbook p. 12.
• Working rules, not benchmarks: 3 posts a week, 2 to 4 Story sequences a week, 4 proof posts a month, 6 to 7 content hours a month, planning 3 months ahead and 1 month in detail, and every number in the consult maths (800 views, 1 percent click, 30 percent book, 40 percent close, $800 plan).
• Seasonality in the 12-month table is a working observation from running med spa content, not data. Swap rows for your market.
• The compliance guardrails are our reading of the pages above, not legal advice. Your state board and your counsel decide what your clinic can post.

Questions owners ask

Written by Benjamin Chua

Founder of Trueframe and Med Spa Launch. Nine years building video systems for founders and clinics, including a Melbourne plastic surgeon whose account went from 12,043 to 36,236 followers in ten weeks.