Capricia Darrus

Old Town Med Spa

Social Media Marketing
Kate White
kwhite092@gmail.com
MKT 393
10 October 2023

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 I. Background
A. Introduction to Company/Organization
Old Town Med Spa is one of Chicago’s leading cosmetic spas, home to some of the top
cosmetic surgeons in the Chicago area. Amongst Old Town Med Spa are additional branches of
brands that complement the company and its services. These brands are owned and run by the
same company. Old Town Med Spa, with a location in both Old Town and Lincoln Park, is
dedicated to non-surgical beauty procedures that can be done in office and day of. Clients
looking to have surgical procedures done will be directed to the company’s surgical center, MD
Brothers for Cosmetic Surgery and Aesthetic Medicine. MD Brothers, with a location in
Bucktown, is dedicated solely to cosmetic surgeries and hair transplants. Additional to the
medical centers, is Skin Care Corner. Skin Care Corner is dedicated to providing doctor
recommended, medical-grade skin care products. While there isn’t a location dedicated solely to
this brand, its products can be found at all three running locations. Skin Care Corner products
can also be found and bought on its personal website, servicing more than just their patients and
in-house clientele.
Old Town Med Spa is a public company in the health care/medical practices industry,
providing both cosmetic and health-related surgeries and procedures. The company was founded
in 2015 and is run by twin brothers, Dr. Nael Gharbi and Dr. Shazel Gharbi. These brothers
provide both aesthetic and surgical procedures. The company is also home to aesthetic and skin
specialists, Sabina Cervera and Rebecca Kringer, as well as doctor and aesthetic injector, Dr.
Roxanna Sabau. As home of some of Chicago’s top cosmetic specialists, clients can find
professional and personalized care at Old Town Med Spa and its respective brands. As stated on
Old Town Med Spa’s website, their mission is providing patients with the highest level of service
in aesthetic procedures in the Chicago area, catering to each client’s personalized beauty wants
and needs.
II. Environments
a. Competition
Old Town Med Spa is in the health care industry, offering both beauty and health-related
procedures. To properly assess the company’s competition in the Chicago area, the industry will
be further specified into a sub-category of the health care industry, medical aesthetics. Chicago is
one of the most populous cities in the United States, in turn, making it home to not only many
potential clients for Old Town Med Spa, but also for many competitors. Medical spas’ popularity
have been on the rise in the last decade. The Compound and Annual Growth Rate (CAGR)
prediction for 2023-2030 is 13.8% (See Exhibit 1). Advanced beauty has had a shift in its image
from a costly and unattainable amenity, to a more accessible, yet still luxurious service. As this
image of medical spas has evolved, the number of facilities, and therefore, competitors, has
risen. As of 2022, the Global Market Size of Medical Spas is $16.4 billion (See Exhibit 2).
According to American Med Spa, “a single-location medical spa generates $121,632 in monthly
revenue. The average annual medical spa revenue in 2022 is $1,982,896,” (7)
In the Chicago area, Old Town Med Spa has around twenty competitors, all of which are
premier spas, offering advanced beauty services. With this in mind, as well as Old Town Med
Spa’s leading reputation, the list of twenty other medical spas is a proper evaluation of the
company’s competition. Seven of these competitors are located on the North Side of Chicago,
similar to Old Town Med Spa’s three locations. Eleven of these competitors are located near the
Loop. Two of these competitors of located in Near South Side. Given the location difference of

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these competitors, the two in Near South Side would be considered a low-level threat or
competitor, given that Old Town Med Spa’s clientele is located more so on the North Side or
near the Loop. To properly assess the company’s competitors, based on their own target
demographic and current client base, the two located south of the Loop can be eliminated from
this list. The number of competing companies, all with similar reputations, services, and target
demographics total eighteen.
The medical spa industry is rather fierce and competitive, as they are all offering similar
services to a similar demographic. In the end, it all comes down to reputation, location, doctors,
specialists, and additional services that make the company standout from competitors. One of
Old Town Med Spa’s greatest asset is its reputation. This has accumulated from its accredited,
top doctors, dedicated clientele, word of mouth, and partnerships with nearby businesses in the
beauty industry. The company has partnered with businesses that serve a similar target
demographic, hosting events that ultimately bring in more business. Recently, Old Town Med
Spa and Stranded (a Chicago hair salon) collaborated to host a Beauty and Aesthetics Event.
Through this opportunity they were able to get involved in the beauty community, work with a
local brand, host raffle prizes, and turn attendees into clients. Events like such hosted by Old
Town Med Spa, as well as the other factors previously listed, pushes it to the top of the list with
respect to reputation in contrast with competitors in the Chicago area.
A competitor of Old Town Med Spa, which is closely ranked in terms of reputation, is
Northwestern Med Spa, located in Streeterville. Northwestern Med Spa offers similar aesthetic
procedures as Old Town Med Spa and serves a similar target demographic. Even though Old
Town Med Spa is located on the north side of Chicago and Northwestern Med Spa is near the
Loop, they are under 10 minutes away from each. The close proximity, along with similarities in
business services, clientele, and reputation, place them as close competitors in the Chicago
medical spa industry (See Exhibit 3).
b. Technology
Technology tools are the backbone of leading medical spas today. As technology advances
and new procedures and aesthetic tools emerge, the medical spas that house that technology are
going to be sought after by clients. In the beauty industry, technological advances are extremely
important, especially for the growth of businesses. The beauty industry is constantly evolving,
with new trends emerging each day. In order to achieve the new “it look,” procedures can be
performed through the latest tech tools. Treatments backed up by technology not only give the
medical spa an edge in the industry and with competition, but also service the client with the
utmost possible standards. For instance, Coolsculpting is a “non-invasive procedure, meaning it
does not involve cuts, anesthesia, or instruments entering the body. (It is) a fat reduction method
that targets fat in body areas that are more challenging to remove through diet and exercise. It
carries fewer risks than traditional fat reduction methods such as liposuction,” (2). Providing
advanced, trending treatments and housing the technology to perform them is an asset to a
company within the industry and will make a company a success.
Artificial intelligence is also relevant to the medical spa industry because there are many
virtual pre-procedure planning and assessments that need to be done before stepping into the
office. If a client is looking to have skin or beauty-related questions answered before deciding
whether or not to have a treatment done, they can save an extra trip in-person. Previously, to
have an analysis of one’s skin performed or questions regarding a procedure answered, clients
would seek a virtual meeting with a doctor or aesthetician. With recent advancements in artificial
intelligence, these analyses and questions can be done and answered without a meeting or the

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doctor even present. Perfect Corp.’s AI Skin technology was recently put through a study by Dr.
Steven Feldman, Professor of Dermatology at Wake Forest School of Medicine. This skin
analyzing tool powered by AI had the following findings: “excellent test-retest reliability, high
correlation with physician skin assessments, high correlation with clinical imaging system,
seamless and cost-effective solution, and high-speed skin analysis,” (8).
Artificial intelligence has also advanced into a new tool which predicts client’s future
health. This tool has mainly been used in hospitals for newly released patients but can also be
applied to medical spas as well. Some medical spas, including Old Town Med Spa, offer surgical
procedures on top of aesthetic treatments. Given that that there is risk involved with any surgery,
there is a correlation between hospitals’ need for this tool and medical spa’s need for this tool.
“An artificial intelligence program developed by a U.S. and Canadian team led by NYU
Grossman School of Medicine can predict patient outcomes to a high level of accuracy by using
information from clinician notes and patient records,” (1). Given that this technology uses patient
records and data, it can be used for other treatments at medical spas, such as long-lasting, take-
home treatments. A recent trending treatment, Semaglutide, focuses on rapid weight loss. This
isn’t a single procedure, but rather a set of take-home injections, predictions can be made about
how the client’s body will react to the medicine. This can eliminate possible risks and
complications that would otherwise arise.
Another technological advancement backed by artificial intelligence is an image
generating tool. Image generating tools are important for any business looking to grow their
brand but are especially important for medical spas. Most medical spas offer mostly similar
services, leaving not much room for variety and a level playing field in terms of competition.
Something that can help a med spa stand out from their competition is their social media pages
and the content they are pushing out. “Midjourney is a platform that uses AI to create unique,
visually stunning images for med spa practices to use on social media and their website…Studies
have shown that high-quality, visually appealing images can significantly increase conversion
rates on social media and websites. In fact, tweets with images receive 18% more clicks, 89%
more favorites, and 150% more retweets than those without AI tools like images,” (14). Social
media plays a major part in the success of a medical spa. Today, clients judge a business based on
the images they are posting to their social media accounts, so it is crucial these businesses
maintain relevancy on all platforms. Even though true, high-quality images are not always easily
attainable by every medical spa company. With the help of this AI tool, businesses can boost
their social media pages, ultimately leading to higher conversion rates and growth in their
clientele base.
c. Economy
Although there has been a rise in medical spas, as well as a positive shift in its image,
there is still an economical factor impacting the industry: disposable income levels. The amount
of money that a person has left over after taxes and basic costs of living is referred to as
disposable income. Since 2000, there has been a rise in disposable income levels, but in recent
years this number has shifted slightly downwards, approximately a 6.14% decrease (See Exhibit
4). This is especially prevalent as people have recovered from financial hardships relating to
pandemic times. Disposable income levels are a significant factor affecting the medical spa
industry. People often have greater financial freedom when their disposable income is high, and
in turn, are more likely to spend money on non-essential services, such as those offered at
medical spas. Disposable income typically rises during times of economic growth or stability
when labor markets are robust, and wages are increasing. Due to people’s willingness to invest in

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improving their looks or general well-being, there is frequently a rise in demand for medical spa
services and treatments.
In contrast, during times of economic downturns or uncertainty, disposable income may
decrease as people tighten their budgets and worry about the future of their employment. Under
such conditions, consumers may be less eager to spend money on luxuries like those provided by
medical spas. People might decide to put off or skip elective treatments to pay for necessities
first, which could have a negative impact on the industry’s earnings. These changes in disposable
income have a significant impact on the success of the medical spa industry. Businesses must
recognize and adjust to changes in customer spending habits brought on by shifting economic
conditions. In order to remain competitive and appeal to a wide demographic of clients, medical
spas need to be adaptable and attentive to economic trends, offering a variety of services and
pricing methods that are in line with the current state of economy.
d. Legal or Political Factors
The medical spa industry is significantly shaped by legal and political considerations,
which have an impact on its day-to-day operations and amenities. Regulatory and licensing
criteria might differ from one jurisdiction to the next, affecting who is allowed to operate in the
sector and the safety regulations that must be satisfied. Additionally, the services provided by
medical spas are impacted by the regulations governing the limits of practice, which frequently
specify which physicians can carry out particular treatments on their own. Changes in these rules
may have an impact on how medical spas can advertise their services to the general public.
Furthermore, changes in the FDA regulations may have an impact on the accessibility and use of
specific tools and supplies used in medical spa procedures. Liability issues, corporate
regulations, and tax policies are other crucial considerations. Medical spas must have liability
insurance to defend themselves against malpractice lawsuits, and changes in liability laws may
have an impact on coverage. “Liability could be imposed for regulatory violations, false
advertising, fraudulent misrepresentation, negligence and malpractice. In addition, the actions of
the spa may bear on the physician’s medical license and reputation,” (11). As virtual
consultations become more prevalent, debates concerning regulatory reforms have arisen that
may influence how medical spas interact with clients remotely as well.
e. Customer Trends
The beauty industry and its respective trends are constantly evolving. In previous years
many medical spa clients leaned towards major procedures such as liposuction, to remove and
place fat in certain areas of the body, and face lifts, to make incisions and tighten the face skin.
While the standard of beauty hasn’t shifted much, the way to obtain one’s ideal look has.
Before the current technological advances have occurred, clients did not have any other choice
but to undergo these invasive procedures to reach their ideal look. Clients began to lean away
from such procedures, given the long list of baggage that went along with them (See Exhibit 5).
These invasive procedures had long recovery times, scarring, and many additional risks. Given
that the medical spa industry’s clients were still eager to achieve a similar look, medical spa
professionals adjusted the way the procedures were being performed. Evolving with the
changing want and needs is essential for medical spas in serving their clients wants and needs.
Staying up-to-date is important, because if they had not in a case as such, they would have lost
a large majority of their client base. As medical spas and the technicians behind the tools
realized this, they altered the services they offered their clients. Many substitutes have been put
in place, especially for liposuction. Treatments such as Coolsculpting, Semaglutide, and body

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contouring are just a few of the substitutes created. Face lift left intense scarring and resulted in
a long recovery time, which pushed customers away as their wants shifted. In place of this,
doctors have begun offering fillers such as Botox and Dysport, a non-invasive treatment to
achieve similar results.
Rather than obtaining dramatic results and features that were trending in previous years,
clients are leaning towards treatments that result in a more natural look. This has been one of
the biggest shifts in beauty trends that has happened in recent years, starting around 2020.
Between makeup, facial features, aesthetic treatments, or anything pertaining to beauty,
customers want a natural, effortless look. This applies especially with cosmetic procedures, as
they have a reputation for dramatically changing your initial look. Medical spas have shifted
with this trend by offering minimally altering treatments. The idea of attractiveness has also
shifted because of this. Minimal to no makeup is on the rise, and a clean, flawless look is the
new sought-after appearance. The reason for this shift stems from the new emerging generation
of makeup users and medical spa customers. This generation emphasizes self-love, confidence,
and acceptance, pushing away the intense face and body altering treatments.
Additionally, the idea of natural beauty has caused medical spas to emphasize
individualized and holistic treatments more now than ever. Customers are increasingly looking
for treatments that cater to their specific wants and needs, and they value the insight of
knowledgeable professionals who can offer specialized solutions. Medical spas are now more
likely to provide thorough consultations and create tailored treatment programs that frequently
incorporate several different treatments to provide results that look effortless thanks to this
trend of natural beauty. Some medical spas have also increased the variety of their services to
include wellness-based treatments in response to this shift. Clients can choose between services
like nutritional coaching, vitamin injections, and acupuncture in addition to their aesthetic
procedures. This has all been customized and catered as the customer base shows a greater
interest in preserving their health and wellbeing, especially within.
Overall, the recent change in customer trends has had a positive impact beyond the level
of medical spas. It allows consumers to love themselves from within and strive for a natural
look. Although true, the rise of natural beauty has impacted the medical spa industry by pushing
for less invasive and natural treatments. Medical spas are prepared to succeed if they respond to
these evolving customer trends. This is especially true in a market that values boosting one’s
natural beauty, qualities, and health while fostering an effortless and renewed look.
III. The Organization’s Marketing Mix
A. Target Market
Old Town Med Spa’s target market is based on the first and only customer they serve: the
consumer. The company’s main target market, to whom the cater many of their services to, are
30–50-year-old women. It is important for the company recognize and adopt the wants and needs
of this demographic. Services should be tailored to match the needs of this age group, which
represent an array of lively and active lifestyles. Their particular needs are crucial for the
business’ success. These women in their 30s-50s call the busy and lively urban area of Chicago
home. These women are turning to medical spas to boost their natural look, maintain their
youthful beauty, and address aging skin concerns.
This target market puts an emphasis on their want for efficient anti-aging treatments.
Many women between the ages of 30-50 are searching for non-surgical procedures that will
lessen the signs of aging. Due to their gradual rejuvenation and short recovery times, treatments
like Botox, Dysport, and laser skin procedures are growing in popularity by these women who

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lead active, urban lifestyles. Many women in this age group also look for skin, flaws, and
discoloration remedies on top of anti-aging procedures. They could be concerns or issues such as
skin tone or damage from the sun. Old Town Med Spa is able to meet this target market’s needs
by offering services that address their common skin concerns.
Women in this age group value sessions that let them discuss and examine their
individual concerns and objectives with experienced doctors. These sessions allow for
individualized treatment plans which tackle specific areas of concern, all of which enhance their
natural beauty. Client education in an individualized session is crucial in providing for this target
market efficiently. Building relationships with the demography that will last requires developing
trust and creating a space where customers feel heard and understood. Forging enduring
relationships with the target audience is essential in establishing trust and creating a space where
customers feel respected and appreciated. It’s critical to acknowledge the diversity of this age
group between factors such as cultural, socioeconomic, etc. In order to guarantee inclusiveness
and meet all customers’ needs, Old Town Med Spa, should be respectable and attentive to
distinctive beauty ideals throughout various cultures. This is especially relevant to the company
because of its location in Chicago, which is home to a variety of people from numerous cultural
backgrounds.
Lastly, Old Town Med Spa, which caters to females between the age of 30 to 50 needs to
acknowledge their demographic’s diversity. In order to draw and keep customers in this
competitive and diversified industry, the company must first understand their customers’ needs
for efficient anti-aging treatments, skin care enrichments, and overall wellbeing. Old Town Med
Spa can position themselves up for success in Chicago’s growing beauty market and industry by
meeting the specific demands and preference of this target clientele.
B. Offering
The company Old Town Med Spa has a great advantage amongst its competitors in the
Chicago area, their branches of brands. Along with the brand Old Town Med Spa is MD Brothers
and The Skin Care Corner. Although these brands are owned and run by the same people, they
offer varying services and products for each brand. These three brands are a major asset to the
company because they are not limited in what they can offer their client base. There is Old Town
Med Spa for aesthetic treatments, which are non-invasive and can be performed in-house. There
is MD Brothers which is catered to cosmetic surgical procedures, with a location built just for
such. Lastly, there is The Skin Care Corner which can be found online and at all three of the
company’s locations. Old Town Med Spa has the service or product any of their clients could
want or need. To properly assess what the company offers to its customers, the section will be
broken down into the three respective brands.
Firstly, Old Town Med Spa, which provides cosmetics treatments and non-invasive
procedures in-office. One of the newest treatments to be introduced to the company’s client base
is Aveli Cellulite Treatment. This treatment is not only new to the company, but also to the
medical spa industry. Aveli Cellulite Treatment is leading technology for the beauty world as it
offers a minimally invasive solution to rid the body of cellulite. Although this isn’t the
company’s highest selling service, because of its recent introduction to the market, it shows one
of Old Town Med Spa’s greatest strength: their ability to keep up with the constant changing
medical spa industry and its technology. Providing its clients with emerging products and
services sets Old Town Med Spa apart from its competitors. For instance, one of its closest
competitors, Northwestern Med Spa, does not offer the same treatment. To put Old Town Med
Spa’s strength of its variety of service offerings in perspective, on the company’s website there

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are above 85 services listed, most of which can be customized to one’s personal needs. In
comparison, Northwestern Med Spa has just above 40 services listed on their website.
Another important offer Old Town Med Spa has for its customers is provided through
The Skin Care Corner. This brand offers a variety of doctor-recommended skin care products.
These top-of-the-line products can be purchased both online and in store. One of the best-selling
skin care brands sold through The Skin Care Corner is Alastin Skincare. There are a total of 20
Alastin Skincare products on the brand’s website. This is a major strength for the company as not
many of its competitors offer their recommended products in house. Alongside an aesthetics
treatment or procedure comes the post-treatment care. Many competing Chicago medical spas
are able to offer insights on which products to purchase, but do not have them for sale in-office.
Since Old Town Med Spa’s doctors can make those recommendations and have the client
purchase all in one visit, they are saving both parties’ time and bringing in more revenue for the
company.
C. Revenue/Pricing
Old Town Med Spa brings in revenue by performing services, treatments, and procedures,
as well as selling skin care products. The Skin Care Corner, which brings in the least amount of
revenue out of all three brands, has an average product price listed around $150. These products
do not need to be repurchased often; therefore the selling rate is not as great as the services
provided at Old Town Med Spa and MD Brothers. (12).
MD Brothers offers elected cosmetic surgery, which is ultimately priced highest out of the
three brands due to factors such as physician fees, facility fees, anesthesia, and other necessary
surgical/drug administration elements. Some of the highest average priced surgeries that are
offered through MD Brothers are Mommy Makeover, Breast Augmentation, and Liposuction (6).
The average cost of a Breast Augmentation in the Chicago metro area in $8,000 (13). The
average cost of liposuction is $4,500 with upcharges based on the client’s surgery customization
(5). The average cost of a Mommy Makeover in Chicago is $9,000 (3). Although there are not
definitive prices listed on MD Brothers’ website because each client’s surgery price varies, these
are the average costs of some of the most popular surgeries offered.
Old Town Med Spa lands in the middle in terms of pricing between the three brands.
Some of the most popular services offered are Laser Hair Removal and Semaglutide. Laser Hair
Removal prices vary based on the package amount needed, as well as the size of the area being
treated. One of the most common packages purchase is an amount of six for a large area. This is
priced at $660 (4). Semaglutide is a take-home rapid weight loss treatment. Again, the cost varies
per person and the personalized treatment needed to achieve the desired results. To purchase a
monthly supply, the cost average is around “$831 without insurance coverage. With insurance,
the cost can be as low as $25 per month…Those without health insurance or financial assistance
program will need to pay full price, which can be around $66 per injection to up to $15,000 per
year for an annual course of treatment,” (10). Each service listed varies in price per client with
their unique needs.
D. Distribution
The services and products can be obtained by the customer in person at the Lincoln Park,
Old Town, and Bucktown locations. This is with the exception on The Skin Care Corner’s
products, which can be additionally purchased and obtained online. Most of the revenue and
services purchased come from in-person transactions at the Lincoln Park and Bucktown
locations. Customers can come in person to have skin/body assessments, treatments performed,
and post-treatment consultations. The services offered are not attainable online, therefore the

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target market lives within the surrounding Chicago area, making it an easily accessible offering.
Old Town Med Spa’s competitors’ customers can also only obtain their services in-person, as
they are physical treatments that need to be performed on the customer. Old Town Med Spa’s
competitors also have target demographics of people living within the Chicago area, because of
the service offering restrictions.
E. Marketing Communication
Marketing communication is a key in growing Old Town Med Spa’s customer base.
Besides marketing tactics, the only other way to get new clients in the office is word-of-mouth.
The main marketing tactic used by the company is social media, with a heavily reliance on
Instagram and Tik Tok. All three brands of the company have separate accounts, as well as
different color schemes and overall looks. Another communication method is local events. These
are hosted about once-twice a year to get the word out, gain new customers, and create
connections. Lastly, sales promotions are another big selling point, especially for Old Town Med
Spa and The Skin Care Corner. These usually occur at the start of the new season, catering the
products and services to the season at hand.
Social Media is Old Town Med Spa’s greatest platform of marketing communication.
Instagram and Tik Tok are the two platforms used, but there is a greater focus on Instagram due
to its larger following. Old Town Med Spa, MD Brothers, and The Skin Care Corner all have
separate accounts. Old Town Med Spa’s overall aesthetic is clean, professional, yet fun (See
Exhibit 6). MD Brothers’ overall aesthetic is strictly a professional look, to properly reflect the
brand, its services, and values (See Exhibit 7). The Skin Care Corner’s overall aesthetic is
colorful and warm, to highlight the difference in this brand compared with the other two (See
Exhibit 8). All three Instagram accounts are regularly maintained by adding multiple posts a
week and multiple stories a day. This is to continue engagement with followers and increase the
chances of gaining new customers’ attention. Tik Tok is used less frequently but is still
maintained. There is about one-two posts pushed out a week for each brand’s Tik Tok account.
Another large part of the marketing communication for Old Town Med Spa is blog posts.
These are created to engage with and inform customers of recent findings and new trending
products/services. This is located on The Skin Care Corner website, as that brand has a more
personal approach to engaging with customers. The blog posts are also curated to specifically
aim at the target market, women 30-50 living active lifestyles in Chicago. Therefore, besides the
posts about new trends and services, there are also many directed towards city living (See
Exhibit 9).
Sales promotion happen regularly for Old Town Med Spa and The Skin Care Corner.
There is usually a new set of promotional items at the start of each season. This is put in place to
better cater to the audience and their needs. For instance, in the summertime there will be many
products with SPF placed on a promotion. In the season of fall, there will be many products with
pumpkin ingredients placed on promotion. This is to maintain relevancy and show appreciation
for the dedicated customer base of Old Town Med Spa.
Social events occur one-two times per year. These are to engage with existing and
possible customers. At these events, food and drinks are served and products and services are
placed on a raffle. This is to give the event a more intimate and personal vibe, so the potential
customers feel more welcomed to book an appointment in the office. Old Town Med Spa also
partners with local brands to exchange customer bases and introduce them to the different
services of the different brands. This is important for the company as it allows excellent growth
in customer base size.

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 Measuring effectiveness and success is fairly simple with social media and events. On
social media, it is important to keep up with the views, likes, comments, shares, etc. This helps
the company grasp an understanding of how the content is being perceived and what the
customers like to see. The social media page is also a big selling point for Old Town Med Spa, as
it gives existing and potential customers an inside look into the office, treatments, and the
company. Recognizing the response on Instagram and Tik Tok is important for catering content
to the correct audience. Another way to measure success and effectiveness is through the events.
Throughout the events there are places for the potential clients to sign up for emails or book
appointments. The success of the event will be measured by how many people have signed up by
the end of the night. This is a straightforward way to measure the effectiveness of the
event/marketing communication, and often produces positive results.
When comparing Old Town Med Spa to Northwestern Med Spa, there isn’t a large
difference in variety of posts. The key point that sets Northwestern apart is the abundance of in-
office videos. This includes varies treatments being performed on clients. In-office treatment
videos have a great success rate for Old Town Med Spa, and evidently for Northwestern too. It is
important Old Town Med Spa stays up to date with this type of post as they results are positive
and it brings in new eyes and clients (See Exhibit 10).
IV. S.W.O.T. Analysis
a. Strengths
Old Town Med Spa’s has excellent consistency and relevancy on all the brand’s social
media pages, especially Instagram. The maintained presence on this app keeps existing
customers engaged and grabs the attention of potential customers. Social media is the key way to
grow Old Town Med Spa’s customer base size, therefore, the positive presence the company has
on this platform is extremely beneficial for the company, its future, and possible growth. Old
Town Med Spa is also leading the industry, specifically in Chicago, by hosting and collaborating
events with local business which are also in the beauty industry. This connects the brand with
another local Chicago business, and allows both companies to gain new customers, growing
predicted revenue instantly. Old Town Med Spa’s brand The Skin Care Corner posts personalized
blogs to its website. This is another major strength for the company because it diversifies the
services, they offer the client. Beyond in-office treatments, the company informs the customer of
emerging trends, skin care tips, and target market catered content.
b. Weaknesses
Old Town Med Spa is lacking in one specific department when it comes to social media
content. Although the amount and diversity of the content is excellent for keeping the customer
engaged and interested, there is a specific sub-set of content that works best for medical spas: in-
office treatment videos. Consumers want to see what a company is like before stepping into the
office. Posting these treatment videos, with the customer’s consent, allows potential clients to get
an inside look at the company. This is also a major attention-grabbing piece for those who the
company would not normally consider a part of their target market, therefore, expanding its
customer base exponentially. This is integrated into Old Town Med Spa’s content, but not nearly
enough as their competitors, making it clear what sets the company apart from the rest. For
instance, Northwestern Med Spa has an abundance of treatment content, with great success in
likes, views, and comments. It is evident that this is the type of content that works and needs to
be implemented more into Old Town Med Spa’s Instagram accounts.
c. Opportunities

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 In the medical spa industry, AI is surging with new advancements and tools. There are
many steps in the process of getting a treatment done at a med spa that could be completed
online, but only with the power of AI. The artificial intelligence tool that allows this to happen
takes the stress of pre-procedure questions away. For many people, there are going to be
questions about whether or not they are fit for a treatment, if there is another treatment they
should consider, etc. All of these questions are usually asked and answered in person in a pre-
treatment visit. This visit consists of an assessment made by the doctor or physician. To save
time and money, this whole step could be cut out of the picture. With the advanced AI tool
customers can chat and talk with a doctor online and get all their questions answered. This would
not only save both the customer and the doctor’s time but would also leave room for a potential
growth in customer base. With this AI tool, distance would not be as great of an issue for some
clients that do not reside in the Chicago area. This would convience them by saving an extra trip,
but also allow the company to expand their target market beyond Chicago, IL.
be implemented more into Old Town Med Spa’s Instagram accounts.
d. Threats
One of the biggest threats in medical spa industry, specifically in Chicago, is Old Town
Med Spa’s competitors’ reputations. For example, Northwestern Med Spa is one of the
company’s greatest competitors. Northwestern Medicine is a prominent hospital in the country,
located here in Chicago, IL. This company is a “leader in quality healthcare and service,” (9).
Northwestern Medicine has may sub-sets and additional offices dedicated to specific services.
Their medical spa is just one of these businesses. This is a threat within the industry, more
specifically for its competitors, because Northwestern Medicine’s reputation has stood true and
at the top consistently over the years. Although the other medical spas in the Chicago area do not
have that initial reputation as Northwestern Med Spa, other companies, like Old Town Med Spa,
can build their reputation to eventually become that. Old Town Med Spa does not have a leading
hospital to back it up, but the company can build trust and connections with their customers and
prove their stance in the industry (See Exhibit 11).
V. A Statement of the Benchmark and Marketing Goal:
As the social media marketing intern for Old Town Med Spa, one of the main elements of
the business I focus on are social media accounts, with an emphasis on Instagram. The Instagram
accounts, for all three brands, are constantly kept up to date and relevant with emerging trends,
treatments, and news in the beauty industry. Instagram is Old Town Med Spa’s main way of
communicating with their clients and audience, beyond regular emails. This social media
accounts are especially important for gaining traction, which will ultimately lead to new
customers and greater sales. The social media team is constantly gathering data from these
accounts and posts to get a better understanding of Old Town Med Spa’s client base and what
they interact with most. Success within these accounts are measured by the likes, comments, and
followers gained. The company evaluates these metrics because, as the data has shown in the
past, when these metrics are higher, the greater amount of new clients are booking appointments.
The current benchmark of Old Town Med Spa’s Instagram accounts is to maintain a
professional brand image and consistency in content posting. The Old Town Med Spa Instagram
account has just under 5,500 followers. The MD Brothers Instagram account has just under 1,500
followers. The Skin Care Corner Instagram account has just under 1,000 followers. The
important factor to consider and evaluate is which type of content is gaining the most likes and
overall engagement. As the social media marketing intern, it is one of my responsibilities to

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recognize these shifts in like counts and understand what type of content resonates with the target
audience best.
The future goal of the Old Town Med Spa Instagram accounts is to boost the average like
count, as it has proven to be the metric that best correlates with the number of new customers
booking appointments and coming in. The main way this surge in like count can occur would to
be understand what content currently performs the best of the account and highlight that in future
posts. This should be measured over a three-month period, as that is reasonable when looking for
a change in Instagram metrics. This is not something can happen overnight, but rather over time
as more curated content towards the target market is pushed out. A change in content, to better
suit Old Town Med Spa’s audience, will result in a greater average number of likes per post, as
well as an increase in following. This will eventually cause greater sales, leads, new clients, more
bookings, and greater revenue
VI. Your solution to achieve goal in V:
Old Town Med Spa has great consistency and presence on their Instagram accounts. The
proper content is there, but the like and follower count is not ideal. As seen in some of the
company’s past posts, as well as its competitors, Northwestern Med Spa’s, posts, there is a
specific genre of content that best resonates with the audience. Old Town Med Spa’s audience
wants to see in-person treatment or procedures sessions. This allows the clients to get a more
intimate look into the company, as well as inform about the different treatments that are offered.
This is an eye-catching type of content that people don’t see on every other social media page.
Old Town Med Spa has the facilities and tools to create these videos as treatments happen every
day in all three offices. Posting content from Botox to a Liposuction is intriguing for the
audience and will make them want to see more, and eventually like and follow.
To achieve this new style of content and push it out consistently, the social media team
should work together with the doctors and patients to set up recording schedules. Before a client
comes into get their treatment or procedure done, they will be asked if they are comfortable with
being recorded. Once given the green light, the social media team will work closely with the
doctors to find a safe way to film these treatments and the process. This should be done on a
weekly basis; therefore, content can be pushed out often and match that of the competitors.

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 Works Cited
1. AI Program Can Predict Future Health Outcomes for Patients” (2023), Precision
Medicine, https://www.insideprecisionmedicine.com/news-and-features/ai-program-can-
predict-future-health-outcomes-for-patients/, Accessed 9 October 2023.
2. Catherine Hannan and Racheal Ann Tee-Melegrito (2023), “What to know about
CoolSculpting”, Medical News Today,
https://www.medicalnewstoday.com/articles/322060#what-is-cool-sculpting. Accessed 9
October 2023.
3. “How Much Does a Mommy Makeover Cost in Chicago” (2023), The John Bull Center
for Cosmetic Surgery and Laser Med Spa,
https://www.dupageplastics.com/blog/mommy-makeover-how-much-does-it-cost-in-
chicago/#:~:text=The%20cost%20of%20a%20mommy,go%20as%20high%20as
%20%2415%2C000., Accessed 9 October 2023.
4. “Laser Hair Removal in Chicago, IL” (2023), Old Town Med Spa,
https://www.oldtownmedspa.com/services/laser-hair-removal/, Accessed 9 October 2023.
5. “Liposuction Cost” (2023), Chicago Liposuction by Lift Body Center,
https://www.chicagoliposuction.com/liposuction/cost/, Accessed 9 October 2023.
6. MD Brothers (2023), https://mdbrothers.com/cosmetic-surgery/, Accessed 9 October
2023.
7. Moeller, Madilyn (2023), “The 2022 Medical Spa State of the Industry Executive
Summary in Context”, American Med Spa Association,
https://americanmedspa.org/blog/the-2022-medical-spa-state-of-the-industry-executive-
summary-in-context#:~:text=Industry%20Size,revenue%20in%202022%20is
%20%241%2C982%2C896. Accessed 9 October 2023.
8. “New Scientific Research Confirms High Accuracy of Perfect Corp. AI Skin Technology
for Evaluating Skin Concerns in Dermatology Settings,” (2022), Perfect Corp.,
https://www.perfectcorp.com/business/news/dr-feldman-ai-skin-analyzer, Accessed 9
October 2023.
9. Northwestern Medicine (2023), https://www.nm.org, Accessed 9 October 2023.
10. Richland, Brandon, “Semglutide Cost: Comprehensive Breakdown For Patients” (2023),
https://www.richlandmd.com/cosmetic/semaglutide-cost/#:~:text=The%20Average
%20Cost%20of%20Semaglutide,month%2C%20depending%20on%20the%20policy.,
Accessed 9 October 2023.
11. “The Liability Issues of Medispa Treatment,” (2022), MLMIC Insurance Company,
https://www.mlmic.com/blog/physicians/medispa-treatment-liability, Accessed 9 October
2023.
12. The Skin Care Corner (2023), https://myskincarecorner.com, Accessed 9 October 2023.
13. “What Factors Influence the Cost of Breast Augmentation” (2023), Aesthetic Institute of
Chicago, https://www.aestheticinstitutechicago.com/breast/augmentation-cost/#:~:text=In
%20general%2C%20the%20average%20cost,cost%20in%20Illinois%20is
%20%247%2C223., Accessed 9 October 2023.
14. “Why AI-Generated Images Are a Game Changer for Medical Spas,” Medical Spa
Marketing, https://www.medspamarketing.com/post/why-ai-generated-images-are-a-
game-changer-for-medical-spas#:~:text=Well%2C%20let%27s%20look%20at
%20the,without%20AI%20tools%20like%20images., Accessed 9 October 2023.

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 Exhibit References

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 1. Predicted U.S. Medical Spa Market CAGR (2023-2030)

Medical Spa Market Size, Share & Trends Analysis Report., Grand View Research,
______https://www.grandviewresearch.com/industry-analysis/medical-spa-market, Accessed 9
______October 2023.

15
 2. Global Medical Spa Market Size (2022)

Medical Spa Market Size, Share & Trends Analysis Report., Grand View Research,
______https://www.grandviewresearch.com/industry-analysis/medical-spa-market, Accessed 9
______October 2023.

1. Map of Old Town Med Spa and Northwestern Med Spa’s Locations

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 City of Chicago, Google Maps, ______https://www.google.com/maps?
client=safari&sca_esv=572299384&rls=en&output=searc______h&q=google+maps+chicago&s
ource=lnms&entry=mc&sa=X&ved=2ahUKEwit5M3Soe______yBAxW4rokEHfxcA9oQ0pQJe
gQIDBAB, Accessed 9 October 2023.

17
 4. Disposable Personal Income in the US (2000-2021)

Disposable personal income in the United States from 2000-2021, Statista,

______https://www.statista.com/statistics/710209/us-disposable-income/, Accessed 9 October
______2023.

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 5. Predicted Non-Invasive Aesthetic Treatment Market Size (2022-2030)

Non-Invasive Aesthetic Treatment Market, Precedence Research,

______https://www.precedenceresearch.com/non-invasive-aesthetic-treatment-market, Accessed
______9 October 2023.

6. Old Town Med Spa Instagram Page

19
Old Town Med Spa, Instagram, https://www.instagram.com/oldtownmedspa/, Accessed 9
______October 2023.

20
 7. MD Brothers Instagram Page

MD Brothers, Instagram, https://www.instagram.com/themdbrothers/, Accessed 9 October 2023.

21
 8. The Skin Care Corner Instagram Page

The Skin Care Corner, Instagram, https://www.instagram.com/mysccorner/, Accessed 9 October

______2023.

22
 9. The Skin Care Corner Website - Blog

The Skin Care Corner: Website – Blog, https://myskincarecorner.com/blogs/news, Accessed 9

______October 2023.

23
 10. Northwestern Med Spa Instagram Page

NSPSMedSpa, Instagram, https://www.instagram.com/nspsmedspa/?img_index=2, Accessed 9

______October 2023.

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 11. SWOT Analysis

Strenghts
- Marketing communication tactics Weaknesses
-Consistency on social media pages - Lack of personal, in-office treatment
- Partnerships with local bussinesses videos on social media accounts

SWOT ANALYSIS

Opportunites Threats
- AI pre-treatment assessment and - Competitors' (Northwestern Med Spa)
questionare tool Reputation

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