Helping a Medical Spa with Locations in Bluffton and Hilton Head Own the Medi-Spa Market

As one of Hilton Head Island’s top medical spas, Island Medical Spa was preparing to launch its second location at SunGate Medical Center in Bluffton, South Carolina.  IMS needed a way to not only build interest and grow the practice in the second location, but to differentiate IMS from other spas throughout the region by highlighting the medical services and “physician care” offered at IMS that is not available at traditional spas.

Solutions:

• Public relations/press outreach activities to generate publicity and a continuing presence in local newspapers and key consumer/women’s magazines about the growth of IMS in Hilton Head and expansion into a second location in Bluffton/Okatie, as well as to showcase “client success stories” at IMS
• Orchestration of monthly Open Houses and “Teaching Tuesday” events, to engage the local South Carolina community and encourage clients/potential new clients to experience IMS services, meet the medical staff and team at IMS  and see the IMS difference
• Creation of unique packages/promotions to encourage trial of new services and visits to IMS, and development of visually-grabbing email blasts to reach clients/potential new clients to encourage IMS visit and new business
• Development and production of a monthly newsletter/e-newsletter to highlight IMS news at both locations, upcoming specials/promotions and showcase positive client results and testimonials
• Development of strategic partnerships with three local not-for-profit groups on a  “Gift Certificates that Give Back” campaign for the holidays

Results:

IMS opened the doors at its second location in Bluffton/Okatie to a steady stream of clients, both existing clients who welcomed the state-of-the-art services and new programs being offered at this second convenient location, as well as new clients who had heard about the opening and what IMS offers through pre-launch and continuing publicity efforts as well as the successful Open House events.  Full page articles in Hilton Head Monthly, Celebrate Hilton Head and other newspapers throughout the Lowcountry effectively communicated the key messages about what IMS offers at both locations, and Open Houses and seminars further brought in new clients and helped to grow business at both locations.  In addition, the partnership created with the three South Carolina local not-for-profit groups continues to be a way for IMS to showcase its commitment to philanthropy, further differentiating it in the competitive spa marketplace and helping to brand and build spa business.