Top 3 Summer Trends to Watch in Medical Aesthetics
Summer causes lulls for many businesses, and medical aesthetics practices are no different. With patients traveling, soaking up the sun, and juggling busy schedules, appointments might dip, but that doesn’t mean your treatment room has to stay quiet. Summer is the perfect time to boost visibility and reconnect with your audience. From vacations and weddings to reunions and events, your patients want to look and feel their best—and you can help them get there.
But with so much noise out there, it’s important to show up strategically, not just frequently. So, let’s talk about what's working and what your audience wants this summer.
Here are three major trends we’re seeing across high-performing summer campaigns in the aesthetics space:
1. Educational Short-Form Video is Leading the Pack
You're missing a big opportunity if you’re only using Reels and TikTok for trendy sounds or aesthetic shots. This summer, the highest-converting content is educational short-form video; patients are watching more than you think. Whether it’s a 30-second breakdown of how Botox works, a "What to expect at your first appointment" walkthrough, or a before-and-after skin journey, informative content leads the way.
Why? Because patients are curious. They’re doing their research online. You become the go-to expert when you show up and answer their questions in a clear, engaging format.
Pro tip: Use trending audio as a hook and tag your location to get in front of as many local patients as possible.
2. The Message Has Shifted: Preventative > Corrective
There’s been a clear shift in aesthetic care: patients are prioritizing prevention over correction. One of the main behaviors we’ve noticed on the accounts we manage is that the most engaged demographic is women aged 35-45—the Millennials. These women are investing in aging gracefully with preventative treatments like laser resurfacing, Sculptra, Botox, monthly facials, and medical-grade skincare. Your summer content should reflect that.
Instead of leading with “reverse sun damage,” try leading with:
“Keep your glow all summer long.”
“Treat dehydration before it shows.”
“Your 30s will thank you for starting now.”
This doesn’t mean corrective treatments are irrelevant, but your messaging needs to speak to long-term, proactive care. This shift is especially important when connecting with younger patients who are ready (and excited) to start investing in their skin early.
3. Cross-Promotion Between Practice and Provider Pages
Your providers aren’t just part of your business—they are the brand. People trust faces, not logos. And if you’re not educating your patients, someone else is. That’s why we’re seeing top-performing accounts leverage cross-promotion between their practice, provider, and even vendor representative pages.
This summer, try:
Reposting provider stories or behind-the-scenes clips
Going live with a team Q&A
Collaborating on Reels that feature tips, testimonials, or day-in-the-life content
Sharing staff’s healing journeys and their recommended treatments
The goal? Build trust and familiarity. People pay attention when your team shows up consistently (and authentically) and are more likely to book. Your team gets people in the door, and their services keep them returning.
Building Your Summer Campaign
Summer campaigns don’t need to be flashy—they need to be intentional. Focus on educating, building trust, and showing up as the expert your patients are already searching for, because the truth is that if you’re not educating your patients, someone else is.
Ready to build a campaign that drives clicks and conversions? We make marketing simple, strategic, and stress-free—from Reels to retention. Let’s make this summer your best season yet.