How to Get Clients for a New Aesthetic Clinic: EQUALS3's 3-Step Plan
- Ashley Mckenna
- Jun 25
- 4 min read
There's No Feeling Quite Like It
The deafening silence of a slow Tuesday.
You walk through your pristine clinic, a space you poured your savings and your soul into.
The equipment hums quietly, ready for action. The products are perfectly arranged.
Everything is in its place... except for a client in your treatment chair.
It’s the "Empty Chair" Dilemma. An afternoon of unexpected quiet can quickly spiral into a full-blown panic. Did I do something wrong? Are my prices too high? Is that new clinic down the road taking all my business? Should I run a discount?
This feeling of dread is the enemy of strategy. It pushes you toward reactive, desperate marketing tactics that cheapen your brand and attract the wrong kind of clients—the one-off bargain hunters, not the loyal advocates.
But you don't need to sell your soul to fill your schedule. You just need a system. A simple, repeatable plan that turns anxiety into action and replaces unpredictability with a steady, reliable flow of your ideal clients.
This is that plan.
The A-E-C Framework: How to Market an Aesthetic Practice Profitably
Forget trying to do everything at once. Effective, ethical marketing for your aesthetic practice can be broken down into three distinct stages. Your only job is to guide your potential client from one stage to the next.
ATTRACT: Make it easy for local clients who are already looking to find you.
ENGAGE: Build trust and demonstrate your expertise before they ever book.
CONVERT: Turn interested prospects into happy, paying clients through a world-class consultation.
Let's break down each step.
Step 1: ATTRACT - Winning the Local Search and how to get clients for a new aesthetic clinic
Before you worry about TikTok trends or viral Reels, you must win your own local area. This is how to get clients, as your most valuable clients are searching on Google right now for things like "best lip fillers in [Your Town]" or "hydrafacial near me."
Your mission is to show up as the obvious answer.
Your Tool: Your Google Business Profile (as we discussed in our first post on growth strategies).
Your Action Plan:
Get Specific: Don't just list "Aesthetic Clinic." Make sure your profile's 'services' section lists every single treatment you offer, especially your signature service.
Post Weekly Updates: Once a week, post a simple "update" to your profile. It can be a link to a blog post, a photo of your clinic, or information about a treatment. This signals to Google that you are active and relevant.
Make Reviews Your Mission: Actively asking for reviews is the single most powerful lever you can pull. The clinic with 50 positive, recent reviews will almost always outrank the clinic with 10, even if the second one is older.
The Goal of this Step: To get your clinic's name in front of a potential client at the exact moment they are looking for a solution.
Step 2: ENGAGE - Earning Trust Before the Transaction
Once a potential client knows you exist, they'll begin their "digital vetting" process. They'll look at your website and your social media. Here, your goal is not to sell, but to teach. You build trust by generously sharing your expertise.
Your Tool: Value-first educational content.
Your Action Plan:
Answer Their Questions: Create one piece of content a week (a short blog post, an Instagram carousel, a 2-minute video) that answers a real question your clients ask. Examples: "What's the difference between Profhilo and BOTOX®?", "How to prepare for your first chemical peel," "3 things to look for in an aesthetic practitioner."
Show, Don't Tell: Instead of just saying you're an expert, demonstrate it. Film a short video explaining the science behind a treatment. Show the client journey (with their permission, of course) from consultation to follow-up.
Be a Human: Share your passion, your values, and your clinic's mission. People buy from people they know, like, and trust.
The Goal of this Step: To make the client feel so confident in your expertise and values that booking a consultation feels like the natural, logical next step.
Step 3: CONVERT - The Art of the Consultation
This is where your clinical skill and your human empathy shine. The consultation is not a sales pitch. It is a collaborative strategy session where you and the potential client co-create a plan to achieve their goals.
Your Tool: Your consultation process.
Your Action Plan:
Map the Journey: Define every step of your consultation, from the welcome email they receive after booking to the follow-up plan you provide. Make it a seamless, premium experience.
The first 10 minutes should be dedicated to understanding their history, their insecurities, and their desired outcomes. The more they feel heard, the more they will trust your recommendation.
Present a Plan, Not a Price List: Instead of just listing options, present a clear "Treatment Plan" that outlines the steps you'll take together over the next 6-12 months. Frame it as a journey, not a one-off fix.
The Goal of this Step: To convert an interested prospect into a long-term, loyal client who feels cared for, understood, and excited about their transformation.
From an Empty Chair to a Thriving Practice
The "Empty Chair" Dilemma thrives on chaos and uncertainty. This three-step framework—Attract, Engage, Convert—is the antidote.
It gives you a focus for each week. It provides a clear path for your marketing efforts and it's how how to get clients for a new aesthetic clinic. And most importantly, it allows you to build your business with integrity, attracting clients who value your expertise, not just your prices.
Stop staring at the empty chair and start building your system.
If you're ready to implement a proven marketing system that feels authentic and gets results, let's talk.
Book a complimentary, no-obligation growth consultation today, and let's create a tailored plan to fill your appointment book with your dream clients.
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