New med spa opening marketing checklist: 30 days to a booked first month

By Benjamin Chua·Updated October 12, 2026·22 min read

A hospital does not start collecting blood the day of the accident. The blood bank is built in advance, so that when the ambulance arrives the supply is already on the shelf. Your waitlist is the blood bank. Opening week is the accident. Most med spas open with an empty shelf: the fit-out finishes, the sign goes up, someone posts a photo of the balloons, and then everyone waits for the phone to ring. It rings a bit. Friends come in. Then October looks a lot like September.

The spas that open full did the marketing work in the 30 days before the door opened, in a specific order. Week one is foundations: the profile, the page, the tracking. Week two is content, filmed in one block and scheduled for a month. Week three is the list: 100 names reached one text at a time, plus a review process. Week four is the offer, the ads and the partners. Follow it as written and you should walk into opening week with 25 consults already booked and a card on file for each.

One thing before the plan. Numbers in this post like the 25% claim rate, the $20 a day ad start and the first-30-day targets are working rules from our launch work and from the Hormozi material cited at the end. They are starting points to measure against, and your market will move them. The referral-payment caution in the partnership section is general, and your state rules decide what applies to you.

Days 1 to 7: foundations

Nothing in this week is glamorous. All of it decides whether the content, the texts and the ads later have anywhere to send people. Do it first, while the fit-out is still finishing.

1. 1

   Days 1 to 3: Google Business Profile

   Claim it under your legal clinic name and request verification today, because it can take a week or more and nothing shows on Maps until it clears. Upload 10 photos (the provider, the rooms, the front desk, the street view). Write three service posts, one per core treatment. Add a tracking phone number so you can see which calls came from Maps. The full setup is in our Google Business Profile guide.

2. 2

   Days 4 to 5: a one-page site with three buttons

   Who you are, what you treat, where you are, a photo of the provider, and exactly three buttons: Join the Founding List, Book a Consult, Call. Nothing else above the fold. Behind the consult button sits your booking software (Boulevard, Jane, Vagaro, GlossGenius, whichever) with a public consult slot and a 15-minute buffer. Behind the list button sits a short form: name, phone, email, treatment interest. Same two days, get the digital treatment consent, medical history and a separate media consent that covers social posts and paid ads reviewed by a lawyer or your malpractice carrier. You will need the media consent on day 11.

3. 3

   Days 6 to 7: tracking, then test the whole path

   Create Meta Business Suite, install the pixel on the site and the booking confirmation page, set up Conversions API if your booking tool supports it, and add Google tracking for the site and the phone number. Set up Instagram, Facebook and TikTok with the same handle and the provider's face as the profile photo. Then test the full path once a day for the rest of the month: ad or post, page, booking, confirmation text, on a phone that is not yours. If you hit a dead end anywhere, that is tomorrow's first job.

Days 8 to 14: content

You are going to film a month of content in one block, so that posting never competes with patients for your time once you open. We wrote up the full method in how one filming day becomes 144 videos. This week is the compressed version.

1. 1

   Days 8 to 9: pick 12 topics as 4/4/4

   Four FAQ videos (the questions people ask before they book). Four objection videos (too young, too expensive, will it look fake, will it hurt). Four transformation-story videos (who came in, what they wanted, what the plan was, no photos without signed media consent). Pull formats from our reel ideas for injectors if you are stuck.

2. 2

   Day 10: script all 12 in one document

   Each one is 20 to 40 seconds: a first line that names the viewer's problem, one idea, one next step. Use the same hook pattern in every first line so people learn to recognise you. Run every script past the compliance callout above. No brand names, no guaranteed results.

3. 3

   Day 11: film in a three-hour block

   Three outfits, two spots in the clinic, phone on a tripod at eye level, lapel mic, teleprompter app. Twelve scripts at 15 minutes each is three hours. Add 30 minutes of b-roll: rooms, tools, front desk, the sign. Film two or three extra answers to common questions off the cuff while the setup is live.

4. 4

   Days 12 to 14: edit, schedule, go live

   Clean captions, provider's face visible, no meme sounds. Schedule three posts a week for four weeks. Rewrite the bio: what you do, where you are, what to do next, one link. Example: Injectables and skin in Scottsdale. Opening Nov 3. Join the Founding List below. Four highlight covers (Treatments, Meet the team, The clinic, Book) and a pinned intro video, with a second pin slot left empty for the offer post. First post goes live on day 14, two weeks before opening. People need to have seen you several times before they trust you with their face.

Days 15 to 21: the list and the review process

Content gets you seen. This week turns being seen into a sheet of names, and sets up the review process before the first patient walks in. The target by day 21 is 100 names on the First 100 sheet, and the texting starts here, not on opening week. The slices, the daily volume and the exact text are in the First 100 section below.

1. 1

   Days 15 to 17: build the First 100 sheet

   One spreadsheet, four columns: name, how you know them, phone, status. Fill it from four places: friends and family, past clients if you injected elsewhere (check your non-compete first), neighbouring business owners and staff, and everyone who has ever asked you about treatments. Aim for 100 rows by day 17. Start sending the personal text on day 15, 15 a day, and log every reply in the status column.

2. 2

   Days 18 to 19: install the review process

   Three parts. Card on file at booking, with a no-show fee only, so consult slots hold (why this matters is in the med spa no-show fix). A post-visit text from the provider's name with the direct Google review link (business.google.com gives you a short one), sent the same day before 6pm by one named person. And a staff line asked of every completed consult before they leave: would you mind leaving us a quick Google review, I'll text you the link now. Opening with zero reviews is normal. Opening with no process to get them is the problem.

3. 3

   Day 20: soft open

   Invite 10 to 15 people from the sheet in for free consults over one day. You are testing the booking flow, the card-on-file step, the room, the forms and the follow-up text. Collect media consent from anyone happy to be filmed, and run the review line on every one of them. Those are your first reviews.

4. 4

   Day 21: fix what broke

   Something will have broken on day 20. The form, the confirmation text, the parking instructions, the review link. Fix it now, before paid traffic arrives. Count the sheet: if you are under 100 names, this is also the day to add the local-contact slice.

Days 22 to 30: the offer, the ads and the partners

1. 1

   Day 22: lock the Founding 25

   One offer: 25 spots, a full mapping consult, a first treatment visit at normal pricing, a follow-up tweak, a 12-week skin plan and priority booking. Bonuses, no price discount. Write it in one sentence a stranger understands, put the capacity line and the deadline on the website, and move the Join the Founding List button to point at the Founding 25 page.

2. 2

   Day 23: record the offer video and post the announcement

   The provider, to camera, 30 seconds: who it is for, what is in it, how many there are, how to get it. Post it, pin it in the slot you left on day 14, and post the announcement text from the Founding 25 section. Send both to everyone on the sheet who said yes.

3. 3

   Day 24: save the scripts

   Three texts as templates: the DM reply to a FOUNDING comment (below), the reminder two days before a consult, and the note after the consult with the booking link. Our DM reply scripts cover price questions. Whoever is at the desk sends the same thing.

4. 4

   Day 25: ads on at about $20 a day

   One campaign, Leads objective, a 5-mile radius around the clinic, one video (the offer video) and one image, sending traffic to the Founding 25 waitlist page. Confirm the pixel fires on the confirmation page before you leave it running. Do not raise spend until cost per new patient has been under one third of first-month gross profit per patient for seven days in a row. That rule is in the KPI section below.

5. 5

   Day 26: second-touch the sheet

   Everyone on the First 100 who has not replied gets the 48 to 72 hour follow-up text from the First 100 section. Reply to every response within the hour. Log the count: yes, maybe, no, silent.

6. 6

   Day 27: close three partners

   Two salons and one bridal studio within a few minutes of the clinic. Walk in with the partnership script from the section below, 50 co-branded VIP Skin Check cards for their best clients, a complimentary skin check for their team, and an offer to feature them to your patients the same way. Reciprocal perks, nothing paid per referral. Check your state's rules first.

7. 7

   Day 28: fill opening week

   Book the 25 week-one consult slots from the sheet, card on file for each. Leave a few slots open each day for ad traffic. Brief whoever answers the phone on the offer, the capacity line and the three scripts.

8. 8

   Day 29: final walk-through

   Book a consult through the ad, through the bio and through Google Maps, on three different phones. Read every confirmation text. Check the pixel reported all three. Check the tracking number rings the desk.

9. 9

   Day 30: open

   Post the door opening. Run the review line on every completed consult and send the review text the same day. Check ads once in the evening. Note what people asked that you did not have a video for. Those are next month's scripts.

The Founding 25 offer, built with the value equation

Hormozi's value equation scores an offer on four things: how clearly the person can picture the outcome, how likely they believe it is, how long it takes, and how much effort it costs them (Hormozi, $100M Offers, p. 59, p. 65). A percentage off touches none of those. The Founding 25 is built to hit all four: a named outcome (a plan for your face, in writing), a reason to believe it (photos, mapping, a tweak visit), a 12-week horizon, and almost no work for the patient. Name it whatever fits your clinic. Founding 25 is a placeholder.

• A 45-minute mapping consult with photos and a written plan
• First injectable or skin visit at the normal per-unit, per-syringe or per-treatment rate
• A 30-minute tweak visit within six weeks
• A 12-week home-care plan
• Priority booking for the first 90 days
• Name on the Founding Patient wall in the clinic

The scarcity has to be real, so it comes from capacity (Hormozi, $100M Offers, p. 110). The capacity line: We can safely serve 25 founding patients at this level in the first four weeks, so there are 25 spots. The deadline: the group closes 72 hours before opening day, or when the 25 are claimed, whichever comes first. Say both every time you mention the offer.

“New med spa opening in [City]: looking for 25 founding patients. I'm opening [Clinic] in [Neighbourhood] on [Date]. I'm looking for 25 adults who want a personalised injectables and skin plan over the next 12 weeks, without guessing, bouncing between providers, or overfilling. Founding 25 includes: a 45-minute mapping consult with photos and a written plan; your first visit at our normal rates plus a 6-week tweak visit; a 12-week home-care roadmap; priority booking for the first 90 days; your name on our Founding Patient wall. We can only serve 25 people at this level in the first month, so once they're taken, that's it for this group. Comment or DM FOUNDING and I'll send the details and the first-week schedule.”

“Love it, [Name]. Here's how Founding 25 works: a 45-minute mapping consult on or after [Opening Date]; your first visit at our normal rates plus a 6-week tweak; a 12-week skin plan and priority booking; Founding Patient wall recognition. We have 25 spots and [X] left as of today. Step 1: I'll send the booking link for your consult. Step 2: you choose a time in week one or two and add a card on file to hold it (we only charge a no-show fee). Want the link now?”

How many names you need before opening day

A beekeeper installs the frames and comb guides before moving the bees in. Without them the bees still make honey, but they build comb in every direction and the keeper cannot work the hive. Your list and the Founding 25 structure are the frames. The number of names is not a guess, it falls out of one formula, and the claim rate in it is a working rule you should replace with your own after the first month.

1. 1

   Start with the consults you can serve in week one

   That is the 25 in Founding 25. Booked-and-shown consults equals waitlist size multiplied by claim rate, so waitlist size equals 25 divided by the claim rate.

2. 2

   Pick a claim rate

   For a warm local list with personal texts and reminders, 20 to 30 percent of names claim a slot and show up. The working rule is 25 percent.

3. 3

   Worked example at 25 percent

   25 divided by 0.25 is 100. That is where the 100-name target in this post comes from, and why the sheet is called the First 100.

4. 4

   The 20 percent case

   Cold market, no past clients, or weak follow-up: use 20 percent. 25 divided by 0.20 is 125 names. Add the extra 25 from the local-contact slice before you lean on ads.

The First 100: warm outreach before anything else

Warm outreach is the first of Hormozi's four ways to get customers, and the one a new business runs until it runs dry ($100M Leads, p. 55). The volume comes from his Rule of 100: 100 units of effort a day, every day ($100M Leads, p. 155 to 156). For a solo owner opening a clinic, the working version is 15 personal texts a day for seven days, which is 105 sends and covers the sheet with a few spare.

• 40 friends and family, including the people who have only ever asked what you do
• 30 past clients, if your non-compete allows you to contact them
• 35 local contacts: stylists, nail techs, baristas, realtors, boutique owners, the people who talk to your future patients all day

“Hey [Name], quick personal note. I'm opening my own med spa, [Clinic], in [Neighbourhood] on [Date]. I'm putting together a Founding 25 group: a personalised injectables and skin plan over 12 weeks, with priority booking and some founder perks. I'd love to offer you, or someone you care about, first pick of consult times before we open to the public. Want me to text you the details and booking link?”

“Totally get that you're busy. Last call on this, then I'll open the slots to the rest of the list. Do you want early access to a consult time, or should I offer your spot to the next person?”

The partnership script

“Hey [Owner], I'm [Name]. I'm opening [Clinic], a med spa focused on natural-looking injectable and skin results, three minutes from here. I'd love to make you look like a hero to your best clients. I give you 50 VIP Skin Check cards with your logo and mine. You hand them only to clients you already love; each is good for a complimentary 15-minute skin consult and priority access to our Founding 25 schedule. Your team gets the same skin check on us, and we'll feature you to our patients the same way. No contracts. If your clients love it we keep going; if not, we stop. Does that sound like something your clients would get excited about?”

Opening week, day by day

The first 30 days: five numbers and the ads rule

Five numbers decide whether month two is bigger than month one. These targets are working rules. Measure against them weekly and replace them with your own once you have 30 days of data.

1. 1

   Condition one: volume

   At least 20 consults have come from ads, so the numbers mean something.

2. 2

   Condition two: cost

   Cost per new patient has been under one third of first-month gross profit per patient for seven days running.

3. 3

   Condition three: room

   At least 20 percent of prime consult slots are still open over the next two weeks. If the book is full, more leads just means longer waits and more no-shows.

4. 4

   All three true: double the spend

   Go from about $20 a day to about $40 and re-evaluate after seven days against the same three conditions. If any one fails, hold ($100M Leads, p. 153, p. 163).

Why this order

Warm outreach goes first because it is free, it converts best, and a new business has a finite pool of it that nobody else can reach ($100M Leads, p. 55). The volume is set by the Rule of 100 so the week does not drift into three texts and a nap ($100M Leads, p. 155 to 156).

The offer is built with the value equation so the first thing a stranger sees is a result and a timeline, rather than a price ($100M Offers, p. 59, p. 65). The 25-spot cap and the 72-hour deadline are honest scarcity and urgency: they come from the real capacity of one provider in four weeks and a real date, and they get stated the same way in every post, text and DM ($100M Offers, p. 107, p. 110, p. 112; $100M Leads, p. 44).

Content runs the whole month because a cold local market needs to see your face several times before a consult feels safe, and because it gives the ads something to send people to. If your list stalls under 100, a small lead magnet for that cold market, something like a short guide on the mistakes that make filler look fake, in exchange for a name and a number, is the Hormozi answer ($100M Leads, p. 55, p. 92).

Ads switch on last among the owned channels and partnerships close in the same week, which is the core-four sequence: warm outreach until it runs out, then content, then paid, then other people's audiences ($100M Leads, p. 69, p. 153, p. 163). Paid before the pixel, the page and the list exist is money spent to find out nothing.

And the Founding 25 itself is a founding-member launch: a finite number of spots, a hard expiry, extras in place of discounts, and the cash from the first group funding month two (Acquisition.com Fast Cash playbook, p. 14, p. 17, p. 24, p. 25).

What has to be live before day 1, and what can wait

The master checklist

What usually goes wrong

The two mistakes we see most are starting ads before the pixel and booking flow work, and posting the first video on opening day. The first wastes money because you cannot tell which ad booked anyone. The second wastes the two weeks when strangers could have been getting used to your face.

The third is quieter. Owners build the sheet, then send it one mass email and call it done. A personal text from the provider converts a list. A newsletter does not. Our flagship client is a plastic surgeon in Melbourne, and the pattern held there too: the posts brought people in, the personal follow-up booked them.

The fourth is raising ad spend because the first week felt busy. Busy is a feeling. The three conditions in the ads rule are numbers, and doubling before all three are true buys you leads you cannot seat.

Where this comes from

• Our launch work with clinics, including the content, list and ads sequence we run for new openings
• Advisory input from the ACQ.com business advisor on the offer structure, the waitlist math and the opening-week plan
• Alex Hormozi, $100M Offers (value equation p. 59, p. 65; scarcity and urgency p. 107, p. 110, p. 112) and $100M Leads (warm outreach p. 55; honest scarcity p. 44; core four sequencing p. 69, p. 153, p. 163; lead magnets p. 92; Rule of 100 p. 155 to 156), plus the Acquisition.com Fast Cash playbook (p. 14, p. 17, p. 24, p. 25)
• The claim rates, the $20 a day start and the first-30-day targets are working rules, to be replaced with your own data after month one
• The referral-payment caution is general information and not legal advice; your state medical board and fee-splitting rules decide what applies

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.