By Growth99

In an industry growing at 18% annually, new research from Growth99 reveals that most aesthetic practices are missing key opportunities for competitive differentiation and growth. The comprehensive 2025 State of Aesthetic and Elective Wellness Marketing Report, which surveyed more than 100 practice leaders across the United States, uncovers several critical gaps between market opportunity and practice execution.

Market growth presents new challenges

While AmSpa's data shows the average medical spa generates $1.39 million in annual revenue, Growth99's research indicates that 60% of practices generate less than $500,000 annually, suggesting a significant performance gap between market leaders and most practices.

"The aesthetic and elective wellness industry is at a pivotal moment of transformation," says Rob Pickell, CEO of Growth99. "While the industry grew by 18% from 2022 to 2023, 77% of practices struggle with differentiation. These findings underscore that strategic marketing and operational excellence are no longer optional. They're essential for survival."

Get your copy of the Report today!

Technology adoption lags behind patient expectations

The research reveals several surprising statistics about technology adoption in aesthetic practices:

• Only 18% have implemented marketing automation.
• 35% use dedicated client relationship management software.
• 25% remain uncomfortable with marketing automation technology.

This technology gap becomes particularly concerning given that practices average 245 patient visits monthly and maintain a 73% repeat patient rate. These volumes require sophisticated customer journey management.

Content creation challenges impact growth

While 75% of practices consider before-and-after content "very important," many struggle with content creation and management:

• 24% cite creating engaging content as their biggest marketing challenge.
• 35% rely primarily on patient testimonials.
• Only 15% effectively leverage behind-the-scenes content.

This content challenge is particularly significant given the industry's primary demographic: 89% female patients, with 54% falling in the 35-54 age range, a group that typically engages heavily with social and educational content.

Investment vs. return: The marketing gap

The research identifies a crucial disconnect between marketing ambition and actual investment. More specifically:

• 85% of practices acknowledge marketing's crucial role, yet 67% invest less than $2,500 monthly in their marketing efforts.
• Only 11% employ dedicated full-time marketing personnel.
• 42% completely outsource their marketing initiatives.

Room utilization presents growth opportunity

The study revealed interesting correlations between facility size and utilization efficiency:

• Two treatment rooms: approximately six visits per room daily
• Three treatment rooms: approximately four visits per room daily
• Four treatment rooms: approximately three visits per room daily

This declining efficiency as facility size increases suggests significant optimization opportunities through better marketing and scheduling systems.

Looking ahead: Growth expectations vs. reality

The industry outlook shows both opportunity and challenge:

• 38% anticipate moderate growth in 2025.
• 26% expect significant expansion.
• 21% project flat growth.
• 15% express uncertainty about growth prospects.

Access the complete research

These are only some of the insights that you can glean from the 2025 State of Aesthetic and Elective Wellness Marketing Report.

Get your copy for free at https://growth99.com/resources/report/aesthetic-marketing-benchmarks-2025. This comprehensive resource provides practice owners and managers like you with the actionable insights and benchmarks needed to drive growth in an increasingly competitive market.

Growth99’s impact extends to over 1,000 practices and 2,300 owners, providers, and staff across the aesthetic and elective wellness industry. The company’s data-driven approach and customized brand development strategies have consistently delivered remarkable results for clients.