How to Find the Data You Need to Create Client Personas for Your Medspa
Don’t try to cast a wide net… When it comes to your client avatar, if you don’t know exactly who it is you’re approaching, you’re doing a massive disservice.
Think about the last time you scrolled Instagram. Did you stop on the ad that felt generic? Probably not. But when something popped up that felt like it was made for you—your stage of life, your insecurities, your desires—you paused, right?
That’s exactly why client personas (a.k.a. Ideal Client Avatars) are a game-changer for your medspa.
The Medspa Owner’s Dilemma
Picture this.
Owner A runs a “Summer Glow Sale” and blasts it to everyone in her database. It’s well-meaning, but the results are flat—her inbox is quiet, and her phone isn’t ringing.
Owner B knows her dream clients inside and out. She understands that most of them are women in their 40s juggling careers and families, who want to look refreshed but worry about downtime. Her promotion? “The Lunch Break Glow-Up: treatments that fit between school drop-off and afternoon meetings.”
Guess whose schedule fills up first?
Marketing works best when it feels personal—like you’re talking to one person, not shouting into the void.
What You Actually Need to Know About Your Clients
It’s not just age and income. The real gold is in their hearts and habits:
Demographics: Yes, things like age, location, and income matter.
Personality & Preferences: Do they binge beauty podcasts, scroll TikTok late at night, or stick to Facebook groups?
Desires & Motivations: Are they chasing confidence, self-care, or anti-aging?
Obstacles & Pain Points: What secretly keeps them from booking—fear of cost, fear of looking “fake,” or lack of time?
The personal stuff might feel “too much,” but this is what helps you write emails, captions, and ads that sound like you’re speaking directly to them.
Where You’ll Find the Answers
You don’t need fancy market research firms—your data is hiding in plain sight.
Your own clients – Pay attention during consultations. What questions do they ask first? What do they vent about? Look at their social media—are they posting family vacations, career wins, or gym selfies?
Your competition – Other medspas are already showing you what works. Which posts get comments, which offers sell out? Learn from it, then make it your own.
Online spaces – Google searches, TikTok videos, RealSelf forums… people are literally telling you their biggest worries about Botox, lasers, or weight loss injections.
Industry reports & magazines – Many publish exact stats about their readers (age, income, lifestyle). It’s like getting a peek into your ideal client’s world.
Why This Changes Everything
Here’s the truth: today’s clients don’t want another “10% off Botox” post. They want to feel seen.
When your marketing speaks to their life—the stress, the milestones, the little insecurities—they lean in. They book consultations. They tell their friends.
And the best part? You’ll stop wasting energy chasing “everyone” and start filling your schedule with the right people.
Try This Now
Pick one service you want to grow. Maybe it’s body contouring. Ask yourself:
Who books this most often?
What stage of life are they in?
What are they worried about before calling you?
Build a quick persona around that client—and start speaking to just them.
You’ll be surprised how fast everything clicks when your marketing finally feels human.
Think of it like this: your medspa isn’t just selling treatments. You’re helping someone step into a more confident version of themselves. The closer you get to understanding that person, the easier it becomes to reach them.
