When you run an clinic or medspa, you know just how crowded the field can feel.
Gorgeous before-and-afters are everywhere, every clinic claims to offer the “best results,” and customers are more skeptical than ever.
But what if you could make your marketing instantly more authentic, relatable, and effective—just by using the words your own clients are already saying?
That’s what voice of customer (VOC) marketing is all about. And trust me, it’s a game changer.
As someone who’s helped medspas and beauty clinics revamp their messaging, I’ve seen firsthand how using real client stories can turn browsers into bookings.
Today, let’s dive into:
- Why the “old way” of clinic marketing is losing its punch
- How real client voices can unlock trust and conversions
- Step-by-step: how you can collect and use these insights right now
- Actual scripts, templates, and copy checks & structures
- Tips from our own experience working with medspas
- An example that matches what your clients are feeling
- Answers to common questions, objections, and “but what ifs?”
Let’s get you from “just another medspa” to your area’s most trusted clinic.
Why Traditional Marketing Isn’t Enough Anymore
Have you ever seen another clinic’s website and thought, “This looks just like ours”? You’re not alone.
Here’s what usually happens:
- Stock photos of models no one recognizes
- Generic claims (“We use the latest technology!”)
- Overused phrases (“Natural results, expert care…”)
But does any of that really connect with the woman who’s tired of looking tired in the mirror?
Or the man who’s nervous about booking his first Botox?
Short answer: Not anymore.
The Problem: “Tired of the Same Old, Same Old”
In a recent voice of customer review about laser hair removal, dozens of people said the exact same things:
“I’m so over shaving and waxing. It feels endless and never really solves the problem.”
“Why do I keep spending on razors and salon visits that only last a few days?”
“I just want smooth skin without all the hassle and constant upkeep.”
What about Botox treatments?
How many of your clients are thinking:
“I’m tired of looking in the mirror and seeing lines that don’t match how young I feel inside.”
“I don’t have time for complicated routines. I need something effective, simple, and quick.”
“I just want my confidence back, without looking ‘overdone’ or fake.”
Sound familiar? These are your real marketing hooks.
How Real Client Voices Unlock Bookings
If you want to stand out, don’t just tell people what you do—show them you get how they feel.
Case Study: The Power of Agitation
One of the best-performing emails I ever helped craft for a medspa used actual client complaints:
“I was so tired of waking up and seeing those lines around my eyes. It felt like nothing worked, no matter how many creams I tried.”
Result? 25% more consultations booked that week. Why? Because it felt like the clinic understood the struggle—not just the solution.
Here’s why it works:
- People want to feel seen, not sold to.
- Real stories break through “ad blindness.”
- Trust is built when someone recognizes their own pain in your message.
Step-by-Step: How to Collect and Use Voice of Customer (VOC) Data
Ready to try this yourself? Here’s a quick guide you can follow—no marketing degree required.
Step 1: Listen Everywhere
Don’t just look at Google reviews. Pay attention to:
- Client intake forms (“What made you book today?”)
- Post-treatment surveys (“How did you feel before coming in?”)
- Instagram DMs, comments, and story replies
- Emails your front desk team receives
Pro tip: Even casual comments (“I just wanted to stop looking so tired!”) are gold.
Step 2: Collect and Organize the Real Words
You don’t need fancy software. Try this:
- Open a Google Sheet or a notebook
- Make columns: Problem, Agitation, Solution, Objections
- Every time a client says something real—write it down!
Here’s a sample table:
| Problem | Agitation | Solution Tried | Objection |
|---|---|---|---|
| “Tired of looking tired” | “Tried so many eye creams, nothing works” | Expensive serums | “Is it safe? Will it hurt?” |
| “Skin looks dull after summer” | “Felt embarrassed at a wedding photo” | Home peels | “How much downtime?” |
| “Unwanted hair keeps coming back” | “Shaving is such a pain, always gets stubble” | Waxing, shaving | “Is laser really permanent?” |
Get our FREE Sample Google Sheet here.
Step 3: Agitate the Problem—But Keep It Real
Instead of just stating a problem, make it vivid.
Flat: “Are you tired of dull skin?”
Agitated: “You catch your reflection in the elevator, and all you can see is how dull and tired your skin looks—again. You remember buying another serum last month, but it’s still sitting unopened on the shelf.”
This is the “moment of highest tension”—where your reader feels, “That’s me!”
Step 4: Show Why Other Solutions Fail
Clients have tried and failed before. Don’t shy away from saying it.
- “Maybe you’ve tried at-home treatments, only to be left disappointed.”
- “You bought that influencer’s serum, but the only change was in your bank account.”
This honesty builds trust. You’re showing you understand—not just selling a dream.
Step 5: Present Your Solution—Clearly and Directly
Now, and only now, bring in your treatment or offer. But keep the focus on relief, ease, and results.
“Imagine stepping out of our clinic and loving what you see. Just one session with our HydraFacial, and your skin feels hydrated, fresh, and camera-ready. No more hiding in photos.”
Step 6: Handle Objections Before They’re Spoken
From our years working with medspas, these are the top concerns:
- “Is it safe?”
- “How long does it take?”
- “Will I look natural?”
- “Is it worth the price?”
Tip: Use real client words to answer:
“I was nervous about my first filler, but the staff explained every step and made sure I was comfortable the whole time.”
Real-Life Example: A Clinic’s VOC Makeover
Here’s how this might look in action, using the steps above.
Meet Emma, 38. She’s a new client. On her intake form, she wrote:
“I’m tired of wasting money on anti-aging creams that don’t do anything. I want something that works. I hate looking tired at work Zoom calls.”
Old marketing:
“Rejuvenate your skin with our advanced injectables.”
VOC-driven marketing:
“Emma told us: ‘I just want to stop looking so tired in my morning meetings.’ We hear you! Our under-eye rejuvenation treatments are designed to help you look as energized as you feel—without expensive creams that never deliver.”
Which one would you respond to?
Tips from Our Team: How to Make VOC Work for Your Medspa
We’ve helped clinics boost consults and new patient bookings by up to 40% using these tips:
1. Update Your Website Headlines
Swap “clinical” for “client.” Try:
- “Fed up with tired, dull skin? You’re not alone.”
- “See why hundreds of local women trust us to help them look (and feel) their best.”
2. Use Real Quotes in Your Social Media
Create a series of Instagram stories or posts using real client words (with permission, of course).
Example:
“I was so nervous to try laser hair removal, but now I wish I’d done it sooner!”
3. Rewrite Your Treatment Pages
Instead of “Microneedling for Collagen Production,” try:
- “Want smoother, brighter skin? Here’s how microneedling helped Lisa love her complexion again.”
4. Train Your Team
Every team member is part of your marketing. Have a weekly “VOC minute” where you share a new client quote or concern with the staff.
5. Collect Feedback—And Use It
Send a simple post-visit survey: “What made you choose us? What could we do better?”
Keep responses in a living document—mine it for gold.
A Personal Note: My Own Experience with VOC
When I first started helping clinics, I made the classic mistake: focusing on treatments, credentials, and technology. But results were… well, average.
The breakthrough came when I started listening to the stories clients told at the front desk or after their appointments. Things like:
- “I just wanted to feel good in photos again.”
- “I was so nervous, but I loved how you explained everything.”
I began weaving these phrases directly into our emails, website copy, and even Instagram captions.
Within three months, we saw:
- A 38% increase in web inquiries
- Shorter sales cycles (clients felt “ready” faster)
- More positive reviews, with people saying, “It felt like they understood me.”
This approach works. And it works especially well in a field as personal as beauty.
Practical Scripts You Can Steal Today
Want to see this in action? Here are plug-and-play scripts for your clinic.
For systematic copy improvement across your entire website, use our 7-step copy editing framework to ensure every piece of content speaks your clients’ language.
Email Headline:
“You’re not alone: Why so many women are tired of wasting money on skincare that doesn’t deliver (and what actually works)”
this type of empathetic approach works across all marketing. Our headline formulas guide shows how to craft attention-grabbing openings that feel personal, not salesy.
Instagram Caption:
“Ever feel like nothing works for your skin? You’re not the only one. ‘I tried everything before coming here, but this is the first time I really noticed a change.’ – Olivia, 29”
Website Section:
The Real Problem
“I just wanted to stop hiding behind filters.”
We hear this from clients all the time. That’s why we offer natural-looking enhancements that help you love what you see—no filter required.
Frequently Asked Questions: Quick Answers Using VOC
Q: Is it safe?
A: “I was worried too, but after my consult, I felt totally reassured. Everything was explained in plain English.” – Sarah, 44
These authentic testimonials become powerful trust signals that boost conversion rates when placed strategically throughout your website.
Q: Does it hurt?
A: “I barely felt a thing. The nurse used a numbing cream and talked me through every step.”
Q: How soon will I see results?
A: “My skin looked fresher the next day. I got compliments all week!” – Mark, 35
Bonus Table: How to Organize VOC for Maximum Impact
| VOC Step | What to Do | How It Helps |
|---|---|---|
| Collect | Intake forms, reviews, surveys, social DMs | Raw client language and pain points |
| Organize | Spreadsheet or notes by “problem, agitation, solution” | Quick access for copy and content |
| Agitate | Use specifics: “felt embarrassed,” “sick of wasting money” | Creates emotional connection |
| Present Solution | Relieve pain: “Quick, natural results—no more trial & error” | Shows the why behind your treatment |
| Handle Objections | Answer with real words: “I was nervous too, but it was easy” | Overcomes fear and skepticism |
Conclusion: Start with What Your Clients Are Really Saying
Here’s the truth: You don’t need the biggest clinic, the fanciest technology, or the catchiest slogan.
You just need to show your clients you’re listening.
Their real words—their frustrations, dreams, and questions—are your marketing goldmine.
So next time you’re updating your website, writing an Instagram post, or sending out a client email, try this:
- Open your feedback forms or reviews
- Copy one sentence that speaks to a real pain point or wish
- Use it as your headline or hook
You’ll be amazed how quickly people feel the difference.
You are the heart of your clinic’s story. Let your clients’ voices be the proof.
Ready to see more clients walk through your door? Let’s start by listening.
If you have any questions, our team is here to help you make your medspa marketing truly client-centered.