How Patients Behave Online During the Holidays
The holiday season is a unique time for medical aesthetics practices. Between gift shopping, family gatherings, and year-end work deadlines, your patients are juggling a lot, and their online behavior reflects it. Understanding how your audience behaves during this season can help you craft content that doesn’t just get seen, but actually drives bookings.
Here’s a closer look at what your patients are doing online during the holidays (and how your practice can stay top of mind):
1. Patients Scroll More…But Pay Less Attention
You’ve probably noticed it yourself: late-night scrolling on the couch, catching up on feeds while traveling, or browsing between holiday errands. Your patients are online more than usual, but their attention spans are shorter. They’re skimming fast, stopping only for content that’s clear, visual, and immediately helpful.
What works best:
Quick, punchy Reels with tips or treatment highlights
Before-and-after transformations that tell a story at a glance
Short, carousel-style guides (think holiday glow routines or skincare essentials)
Bite-sized explainer content that shows value quickly
Your takeaway: simplicity and clarity win. If your content requires too much reading or thinking, your audience will scroll right past.
2. Decision Fatigue Sets In
The holidays are stressful. Your patients are balancing family responsibilities, social events, end-of-year work projects, and shopping lists. By the time they scroll through social media, they’re tired of making choices, and they appreciate guidance.
How to help:
Offer clear treatment recommendations for common holiday concerns
Include straightforward booking links or call-to-actions
Present pre-packaged services (“Glow for Holiday Photos” or “Quick Anti-Aging Refresh”)
Share content like “What to do before your holiday party photos”
When you simplify the decision-making process, patients feel relief, and are more likely to book.
3. Convenience Becomes a Top Priority
Holiday patients want results that fit seamlessly into their schedules. Treatments with minimal downtime, fast results, and easy booking are especially appealing. Messaging that highlights convenience, speed, and confidence resonates most.
Pro tip: Lean into pathos and tell a story about how your treatments help patients look and feel their best without adding stress to their holiday season.
4. Research Before Booking Intensifies
Before committing, patients are doing their homework. They compare practices, check reviews, and look for expert-backed guidance to feel confident in their decisions.
Make sure your online content answers their top questions:
“Which treatment is right for me?”
“How much downtime should I expect?”
“What will my results actually look like?”
“Is this safe for my skin type?”
Educational content builds trust, and trust is the foundation of appointment bookings.
5. Last-Minute Bookings Spike
Even with planning, many patients book at the last minute—right before an event or holiday gathering. Preparing your practice for the season can help capture these last-minute bookings without added stress.
Tips:
Send clear appointment reminders
Promote “last-chance” holiday specials
Highlight gift card opportunities
Make online booking simple and accessible
Respond quickly with friendly, helpful messages
Being proactive helps patients feel cared for while keeping your schedule full.
6. Email Behavior Changes
Emails aren’t immune to holiday distractions. This season you’ve got extra competition in your patient’s inbox with last minute sale promotions, travel reminders, event bookings, and more.
Patients engage most with messages that are:
Helpful and educational
Visually clean and easy to scan
Clear in their promotion or call-to-action
Convenient with direct links for booking
Keep your emails concise and practical, and you’ll stand out in a crowded inbox.
Make This Holiday Season One to Remember
The holiday season can be chaotic, but it’s also full of opportunities for medical aesthetics practices. By understanding your patients’ online behavior—from scrolling habits to last-minute booking surges—you can create content that resonates, educates, and converts.
The holidays aren’t just a time for festive posts—they’re a chance to connect meaningfully with your audience, show up consistently, and turn seasonal browsing into fully booked schedules. A little strategy goes a long way, and the payoff can be a busy, engaged, and happy patient base heading into the new year.
Ready to start planning your 2026 strategy? Reach out to our team of marketing experts and see how you can start the new year stronger than ever.