5 Marketing Non-Negotiables for Med Spas to Scale in 2026 (Without Chasing Trends)

If your growth still depends on referrals, inconsistent content, or hoping the premium client finds you, it's time to rethink how your marketing ecosystem is actually working. In this episode, I break down the 5 non-negotiable elements every Med Spa CEO needs in their marketing ecosystem to build trust, increase visibility, and create real demand without chasing trends or burning out. I talk about why we're in the middle of a trust recession, what that means for your patients' buying behavior, and how to trust-stack your marketing so you can confidently charge premium prices and stop worrying about fluctuations.    HIGHLIGHTS Why 5 non-negotiables are required to build trust, visibility, and demand. The trust recession and how patient buying behavior is changing. Why word of mouth alone no longer supports scalable growth. How paid advertising creates consistent visibility in your market. Why a content hub is essential for authority and long-term growth. On demand conversion triggers that pre-sell your expertise and offers. How internal marketing maximizes the ROI of your lead.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

This episode is a behind-the-scenes look at how my entire business model has evolved and exactly how we are preparing to scale in 2026. After spending 2025 rebuilding my offer suite and marketing ecosystem from the ground up, this next chapter is all about visibility, leverage, and building a business that grows without requiring more of my time. I share my full marketing ecosystem, how each offer works together, how revenue streams have shifted, and what this means for how you can grow your own med spa or aesthetic business with clarity and confidence.    HIGHLIGHTS Why 2025 was all about foundation, and why 2026 is about massive visibility. The reason I rebuilt my entire business model and offer suite. Why I chose a small and mighty team over scaling a giant sales organization. The three parts of the marketing ecosystem and how they work together. How tiny offers and lead magnets drive long-term growth and revenue. The biggest revenue shift from 2024 to 2025 and what it taught me.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

You cannot out-strategize your internal architecture. In this episode, inspired by a powerful mastermind experience, I share the Belief Diamond and why your success is always tied to what you believe about yourself, your offers, your market, and your clients. I break down why some practitioners scale faster than others even when their strategy isn't better, how belief silently shapes every decision you make, and the four core areas that determine whether or not your business can actually grow beyond its current ceiling.    HIGHLIGHTS Why no amount of strategy can outperform a limiting belief system. The four core belief areas that determine how far your business can actually grow. How the lack of belief silently leaks into your offers, marketing, and team performance. Why some competitors scale faster even without more expertise. How to self-score your Belief Diamond and uncover your real growth ceiling. What to look for in team members if you want confident performers, not resistance.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE DM "SIGNATURE" on @heatherterveen to learn about the live workshop series Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

If you struggle with self-leadership, you may have a lot of decision debt keeping you stuck in place. Today's episode will provide you with 3 CEO frameworks to end decision fatigue for good and crush 2026. I share common signs of decision fatigue in high achievers, what causes overwhelm, and how to override it to take immediate action. I also go over the tools you need to upgrade your mindset for the new year, including how to set goals, tap into your vision, and dream bigger than you thought possible. Consider this your roadmap for a profitable 2026, starting right now!   HIGHLIGHTS 3 mental frameworks for a profitable new year. What causes decision fatigue in high achievers, CEOs, and leaders. How to override decision paralysis and take action. What to audit from this year before moving into 2026. Why you need a 3-year vision plan + how to vision plan for the future. The 1 hour CEO method for small business owners.   RESOURCES + LINKS Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

This is part two of the Courageous CEO series, and we're getting even more practical. In this episode, I break down five core traits of courageous CEOs and share with you how to actually build these muscles in real time inside your med spa or aesthetic practice. I share how to choose courage over complacency, take action even when your brain wants certainty, and expand the emotional capacity required to handle bigger goals, bigger responsibility, and bigger visibility. Get ready to step into the version of yourself who leads boldly, makes decisive moves, and plays the long game required to build a category-of-one practice.   HIGHLIGHTS Why courageous CEOs move first and figure it out later. How fear, embarrassment, and uncertainty keep you from making big moves. The farmer vs. hunter metaphor for sustainable growth. How expanding your emotional capacity unlocks bigger goals and results. How to spot and stop the hidden "complacency buzz" that quietly caps your revenue.   RESOURCES + LINKS DM "Advantage" on Instagram to get instant access to The 3 Levers to 3x Your Med Spa in 2026 Try Ask Heather AI for 30 Days HERE Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

The bigger your business grows, the more discomfort you'll have to handle. In this episode, I break down what it truly means to be a courageous CEO and why your emotional capacity determines the size of your results. I talk about how to lead through uncertainty without losing momentum. I also share Gary Vee's take on what separates a $700K business from a $10M one and how courage, not confidence, is the bridge between the two. Get ready to expand your capacity for discomfort, master your mindset, and lead with resilience through every season of growth.   HIGHLIGHTS What Gary Vee says separates $700K and $10M business owners. How your thinking influences every result you create. How to stay in motion when client complaints, team changes, or ad fatigue hit. Coaching story on how mindset shifts changed outcomes during COVID. Why your emotional capacity determines your income capacity.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

Visibility without trust doesn't book premium, ready-to-buy patients. In this episode, I break down the trust-building assets every aesthetic or wellness practice needs across the entire customer journey, before, during, and after. I share how to engineer content, frameworks, guides, emails, events, and your consult flow so they shorten the trust timeline, pre-sell your authority, and lead patients directly into your signature offers.    HIGHLIGHTS How to design a 3-stage trust ecosystem. The 4 content pillars that build authority. A replicable authority funnel (with opt-in + email sequence) you can spin up now. How to use the CARES consult to systematically stack trust during appointments. Follow up ideas that compound trust over time.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE Apply for The Med Spa Advantage HERE   FOLLOW Heather: @heatherterveen Website: heatherterveen.com

Introducing new systems in your Med Spa? You're almost guaranteed to meet resistance. But that doesn't mean your team is lazy or broken. In this episode, I talk about how to lead your team through the discomfort of doing things differently with clarity, encouragement, and structure. I break down Dan Sullivan's 4Cs framework and how to build a positive accountability system that drives results (without creating resentment). Get ready to turn resistance into momentum and become the kind of leader your business needs for its next level.   HIGHLIGHTS Why resistance is a normal (and expected) part of growth. The reason your team avoids change (hint: it's not laziness). Dan Sullivan's 4 C's framework to help you and your team build confidence. What to do when a team member resists selling premium packages. How to tell if someone's coachable or just not the right fit. How to build a growth mindset culture in your practice.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE  Apply for The Med Spa Advantage HERE    FOLLOW Heather: @heatherterveen Website: heatherterveen.com

If your menu is just a list of services, you're leaving serious money on the table. In this episode, I talk about how to create a transformation-based menu that doesn't just inform your clients but influences their decisions, increases retention, and raises your average visit value. I share the mindset shift that helped me ditch "à la carte chaos" and build a consult system around outcomes instead of treatments. I also break down how the right visual frameworks, package names, and messaging all tie together to create a profitable patient journey. Tune in to learn how to make your menu your strongest sales tool!   HIGHLIGHTS Why your menu should sell outcomes, not just treatments. What the data says about bundling, decision fatigue, and patient spend. A breakdown of problems vs. outcomes for better marketing hooks. The "Patient 365" visual that simplifies the menu and marketing strategy. How to tie your menu into marketing, consults, and team accountability. What high-performing Med Spas are doing differently with packages.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE  DM "SIGNATURE" on @heatherterveen to learn about the live workshop series Apply for The Med Spa Advantage HERE    FOLLOW Heather: @heatherterveen Website: heatherterveen.com

Let's be real, there are weeks in business that will test you. Team tension, client issues, revenue dips, or plain old fatigue can throw you off your game if you're not anchored into something deeper. In this episode, I share how to lead your business through moments of defeat without spiraling into self-doubt or burnout. I break down the exact mindset shifts I teach inside Med Spa Advantage and how I personally lead myself when things feel hard. Tune in to how to reframe setbacks as leadership data, coach your team without resentment, and why your feelings can't run the show.   HIGHLIGHTS How to lead when emotions are high but results feel low. Why your feelings are valid but can't drive business decisions. A new way to view tough feedback, team turnover, or slow sales. Why holding the vision matters more than having every answer. How to zoom out, reset expectations, and build real momentum.   RESOURCES + LINKS Try Ask Heather AI for 30 Days HERE  Apply for The Med Spa Advantage HERE    FOLLOW Heather: @heatherterveen Website: heatherterveen.com