How to Run a Successful Event at Your Cosmetic Medical Practice, in 5 Steps

An event at your cosmetic practice will likely be most guests’ first impression of you and your practice, so you’ll want to make the most of the occasion! This is more than just a gathering—it’s an opportunity to showcase your services, generate buzz, connect with your community, and build lasting relationships with clients. 

As a medical marketing agency with over 20 years of experience working in cosmetic medicine, we’ve learned what works to attract attendees who will become long-term clients. Here are the 5 major steps we recommend.

1. Give It a Theme

A captivating theme sets the tone for your event and creates a cohesive experience that guests will remember long after they’ve left. There are several ways, some of which can overlap, to accomplish this:

Tap into popular culture

A theme that’s timely in pop culture can help to generate engagement from a wide audience. For instance:

• Barbie: In summer 2023, many practices capitalized on the recent popularity of Barbie, and the confident beauty the icon is beloved for, by hosting Barbie-themed cosmetic surgery events. 
• Cosmetic Olympics: The Olympics are the perfect time to tap into the spirit of competition and excellence. You could host live demonstrations of your top treatments, especially those with near-instant results, and let guests “score” their favorites. 

Gender neutral themes may better accommodate a broader guest list. That said, don’t be afraid to be niche! There’s a time and place for both types of events.  

Celebrate wedding season

“Getting wedding-ready” is an evergreen theme for medical spas, presenting the perfect opportunity to reach a younger demographic of clients eager to learn about the cosmetic treatments available today. After receiving the first treatment at a discount, many will organically return for regular treatments and for future pre-event treatments.

Hold a fancy soirée

With or without a theme, you may consider elevating your event by adding touches of luxury and elegance. The invitation to dress up creates an air of exclusivity and sets the expectation for a first-class experience! Create an austere ambiance with soft lighting, elegant décor, hors d’oeuvres, signature cocktails or mocktails, and soothing music.

Create an event you’d love to attend yourself—that enthusiasm will shine through and become infectious!

Host an open house to celebrate a new practice or location

An open house offers a no-pressure environment for potential patients to get to know you, your staff, and the services you offer. Launching a new practice or location is the perfect opportunity to plan an open house to show who you are, where you’re located, and what you offer to your community! 

Your open house event is where you can show off your state-of-the-art facilities through guided tours to give attendees an insider’s look at your practice—something a normal office visit doesn’t typically include. Your guests can also meet your team to make personal connections and see live demonstrations of your most popular treatments so they know what to expect when receiving treatments at your office.

Remember to document this event on your social media for those who can’t make it so they can still be part of the excitement and feel familiar with your practice.

2. Giveaways, Raffles, and Door Prizes

Everyone loves the chance to win a prize! The chance to win freebies builds excitement and encourages attendance. Here are some tasteful ways to weave this in to your event:

Swag bags

Got merch? Prepare gift bags for attendees filled with product samples, branded merchandise like water bottles or beauty tools, and coupons.

Raffles or door prizes

A raffle or door prizes for event attendees can help get people through the door for a chance to win a high-value prize. Think: free treatments, bundles of premium products, and gifts from partner businesses (more on that below). 

3. Partnerships

Partnerships can be an incredible way to make a name for your medical practice in your community and reach new clients. Here are several ideas for partnerships that can be mutually beneficial:

• Nonprofits: Partner with a charity to add a philanthropic angle. Proceeds from event tickets or a raffle can be donated to a charity you’re passionate about. Or, you can use your event to also raise awareness or promote an event that the nonprofit may have coming up. 
• Complementary businesses: Offer joint packages with complementary businesses like nutritionists, personal trainers, hair salons, nail artists, or boutiques to reach new clients with similar needs and to build relationships with those businesses, who may provide future referrals.
• Manufacturers: Bring in specialist speakers for a Q&A session about a product or treatment to lend credibility to your office and featured services. Many manufactures already have programs in place to help practices launch their products and will bring samples and merchandise to get people excited about what you’re offering. 

4. Get the Message Out in Your Marketing

Even the most thoughtfully curated event won’t matter if no one knows about it! This is where the team here at Cake is able to best assist our clients by getting the word out on as many platforms as possible to put your event in from of the right audience:

Social media

Post on platforms like Instagram, Facebook, and X (Twitter), and be quick to respond to comments from your followers to show your excitement, answer questions, and build anticipation:

• Event Pages: Create a dedicated event page with all the details.
• Regular Posts: Share sneak peeks, behind-the-scenes preparations, and countdowns.
• Hashtags: Use a unique event hashtag to generate buzz.

Email

Reach out directly to your contact list, then follow up:

• Save the Date: Send an initial announcement well in advance.
• Invitations: Provide detailed information and an easy way to RSVP.
• Reminders: Follow up as the event approaches.

Website

Your website is typically the first place your clients will check for event-related information, so make information about the event easy to find! Your website should highlight the event in multiple places: 

• Homepage Banner: Feature the event prominently on your main page.
• Dedicated Event Page: Include all the details, FAQs, and a registration form.
• Blog Posts: Write about what attendees can expect, special guests, and explain featured services in more detail to showcase what your treatments can achieve.

Platforms like Eventbrite, or even a simple Google form, can help you manage RSVPs. You’ll know how many guests to expect and have accurate contact information in case event details change or you want to send a thank you email after the event.

Manage RSVPs with platforms like Eventbrite or a simple Google form for a headcount and contact information in case event details change or you want to send a follow-up.

5. Follow Up with Attendees

A meaningful follow-up with those who attended your event is a great opportunity for you to “seal the deal.” We recommend two ways to follow-up with your guests:

Send a thank-you note

A good old-fashioned thank you note is arguably still the best way to express your appreciation to event attendees. This can be in the form of a thoughtfully crafted email or even a handwritten card for a personal touch. 

Offer an exclusive discount

You can take your appreciation a step further by gifting attendees with a special offer to encourage them to return. Even a small incentive like a discount for their next visit can turn one-time visitors into loyal patients. Or, you can offer limited-time discounts that motivate them to book a service within a certain timeframe while the excitement of your event is still fresh. Other popular discount methods include bundle deals that combine popular treatments for added value and an incentive to try more of your services. 

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Ready to start planning your next big event? Let us help! The marketing experts at Cake have over 20 years of experience in the cosmetic medical space and can guide you through every detail so you see big returns on your event. Send us a message online today to request a quote or more information about our services.