By Growth99

The med spa industry is experiencing a profound transformation, and it's creating two distinct categories of practices: those strategically investing in their growth and those hoping market conditions alone will carry them forward.

Growth99 has released its 2026 State of Aesthetic & Elective Wellness Marketing Report, which reveals a startling reality: While competition intensifies and 77% of practices struggle with differentiation, there's a massive gap in how med spas approach marketing investment. This gap is creating winners and losers in real-time

The investment reality check

Here's the uncomfortable truth: 52% of med spa practices still invest less than $2,500 per month in marketing, despite industry benchmarks recommending 5% of revenue go toward marketing efforts. For the average medical spa generating $1.39 million annually (per AmSpa data), that means you should be investing approximately $5,800 monthly in marketing, yet only 25% of practices meet or exceed the $5,000 threshold.

Even more concerning is that many practice owners expressing optimism about 2026 growth haven't made the strategic changes necessary to achieve it. While 65% expect revenue growth this year, Growth99’s 2025 data shows that 35% of practices experienced no growth despite similar expectations the previous year.

The practices that are thriving have fundamentally shifted how they think about marketing—not as an expense to minimize, but as a strategic investment to optimize.

The maturation of marketing decisions

Perhaps the most encouraging finding in Growth99’s research is how savvy practice owners are evolving their decision-making. When asked about primary factors influencing marketing investment, 35% now cite ROI and performance as their dominant consideration—a significant increase from 2025 and now the leading factor by a substantial margin.

This represents a fundamental shift from cost-minimization to value-creation. These practice owners aren't just asking "How much does this cost?"—they're asking, "What will this generate in return?"

This mindset separates practices viewing marketing as a necessary evil from those understanding its value as a growth engine. And with average cost per lead at $39 and new patient acquisition at $132—against an average visit value of $527—the economics clearly support strategic investment.

Where the gap widens

The competitive divide extends beyond budget allocation. Growth99’s research uncovered three critical areas where leading practices are pulling ahead:

• Technology and AI adoption: 47% of practices have adopted AI for content creation, patient communication, analytics and targeting. Meanwhile, 53% haven't adopted AI at all, creating a rapidly widening capability gap. AI-powered practices are producing more content, responding faster and making better decisions than those still operating manually.
• Strategic adaptation: 87% of practices made significant marketing changes in 2026, compared to just 54% in 2025. The practices standing still aren't just falling behind—they're becoming increasingly invisible in a market demanding innovation and differentiation.
• Multi-channel integration: While 70% of practices cite Instagram as their most effective platform, only 7% effectively leverage TikTok, and many struggle with integrating SEO, email marketing and paid advertising into cohesive patient acquisition strategies. With 73% of your revenue likely coming from repeat patients, that integration is critical.

The paradox of optimism

Here's what makes this moment so critical: 77% of practice owners express optimism about 2026, yet face persistent challenges with differentiation, technology adoption and strategic positioning. Growth99’s research reveals two types of optimism in the market: earned confidence from leaders who've invested strategically and aspirational hope from practices waiting for market conditions to improve.

The difference is that one group is creating competitive advantages through deliberate action; the other is hoping rising tides will lift all boats.

In an industry projected to grow at 15% annually through 2030, there's tremendous opportunity. But that growth won't be distributed evenly. It will flow to practices that authentically differentiate, strategically invest, and consistently execute.

What this means for your practice

The data reveals an uncomfortable truth: hope is not a strategy. If you struggled with differentiation in 2025 and made no significant changes, yet expect growth in 2026, you're counting on market conditions to save you. They won't.

The practices capturing growth are those viewing marketing as a strategic investment, adopting technology proactively, and building authentic differentiation that resonates with their target patients. They're optimizing existing capacity before expanding physical infrastructure. They're leveraging their 38% profit margins to fuel marketing-driven growth while maintaining healthy profitability.

The question isn't whether the med spa industry will continue thriving—it's whether your practice will be among the leaders capturing that growth or among those watching competitors fill their appointment books while yours stay half-empty.

Want the complete picture? Download the full 2026 State of Aesthetic & Elective Wellness Marketing Report to discover where your practice stands, identify specific opportunities for improvement and learn the exact strategies leading practices are using to pull ahead.

Download the complete 2026 State of Aesthetic & Elective Wellness Marketing Report at https://growth99.com/resources/report/2026-state-of-aesthetic-elective-wellness-marketing-report.

Growth99 is a leading integrated marketing automation platform for aesthetic and elective wellness practices explicitly designed for aesthetic and elective wellness practices. It has empowered more than 1,000 practices to thrive in the digital world by streamlining their digital presence management; enhancing patient acquisition, engagement and retention; providing data-driven optimization for marketing strategies; and standing out in competitive markets.