Why Modern Medspas Are Adding Wellness—and How to Effectively Integrate and Market These Programs

Today’s aesthetic clients are seeking much more than smoother skin or fewer wrinkles—they desire increased energy, restorative sleep, emotional equilibrium and a harmonious connection between their external appearance and internal well-being. Industry trends reveal that medspas flourish when they combine aesthetic services with comprehensive wellness and preventative care, meeting the growing demand for personalized, results-oriented solutions.

A truly holistic model seamlessly integrates aesthetic treatments—like injectables, cosmetic lasers and regenerative skin therapies—with metabolic and hormonal optimization. When hormone replacement therapy is paired with IV nutrient support and GLP-1 prescriptions, all under careful medical supervision, clients benefit from a comprehensive “inside-out” program. This positions your practice as essential, elevating the medspa experience far beyond surface-level beauty.

Staff Training & Multidisciplinary Collaboration

Successfully integrating wellness services requires more than simply expanding your menu—it calls for a dedicated and strategic approach. Rather than “testing the waters,” invest in recruiting and training a team equipped to deliver safe, effective care. With thoughtful planning, you can confidently broaden your services, knowing your staff will support the transition.

It is essential to employ providers whose scopes of practice align with your state’s regulatory requirements for each service. Comprehensive medical protocols, meticulous documentation and physician oversight are critical for safe implementation. If your practice lacks necessary expertise, consider partnering with medical professionals experienced in wellness, hormone therapy and IV treatments.

A robust inside-out medspa typically features a medical director skilled in aesthetic medicine and wellness programming, a nursing team trained in IV therapy, a nurse practitioner specializing in hormone replacement and medical weight loss and an aesthetics team of nurses and aestheticians delivering core treatments. Above all, these professionals must collaborate seamlessly to integrate all services into truly personalized inside-out regimens for every client.Integrating wellness services safely and effectively requires trained staff, strict adherence to regulations, evidence-based protocols and seamless collaboration among multidisciplinary teams.Courtesy of Viacheslav Yakobchuk at Adobe Stock

Safety-First: Hormone Therapy and IV Drips

Although hormone therapy and IV drips are increasingly popular, their allure can sometimes overshadow the importance of safety and evidence-based practice. Agencies like the FDA are refining guidelines to support appropriate use of hormone therapies—for suitable patients, not indiscriminate cosmetic applications.

There is rising concern about non-evidence-based private hormone tests and aggressive, expensive “tailored” treatments with questionable clinical value. Social media has fueled demand for testosterone and other hormones among individuals without true deficiencies, increasing the risk of adverse effects.

Terrell Swanson, MD, FAWM of New Beauty Company in St. Johns, FL states the following, “For hormones, we implemented pellets. We do not market this, mainly because of marketing cost vs ROI. We do draw labs in-house. Our main challenge is conveying why optimal levels are more desirable than normal levels, and that most physicians, especially those covered by health insurance, will not provide coverage beyond normal levels. Women have the perception that their Gynecologists are better off to manage this, but they don't necessarily have knowledge of reaching optimal levels, and again, insurance will not cover if someone's hormones are normal.”

For medspas, best practices dictate providing hormone therapy only when there is a clear clinical rationale. Medspas should adhere to established guidelines, obtain informed consent and ensure clients understand benefits and risks, while avoiding exaggerated claims—such as “reset your hormones in 30 days” or “guaranteed libido boost”—and remain grounded in science and transparency.

Marketing Longevity & Self-Alignment (Not Quick Fixes)

Clients are becoming increasingly “skintellectual”—they research ingredients, protocols and value long-term benefits over short-lived results. The industry is shifting toward regenerative and preventative aesthetics, with wellness-driven medspas seeing robust demand, even in uncertain economic times.

Reframe your narrative. Move away from promises like “eliminate wrinkles this weekend,” and instead highlight how your services support skin, hormones and metabolism—helping clients feel and look aligned with their best selves for years to come. Position your offerings as tools for longevity, healthy aging and internal balance—promoting stable energy, mood, sleep and self-alignment, so clients can say, “I finally look how I feel at my best.”

Modern clients prioritize long-term health and whole-person results over quick cosmetic fixes, so medspas should focus on educational content, program-based offerings and authentic storytelling.Courtesy of New Africa at Adobe StockMessaging Strategies That Reinforce This

Educational content: Focus on informative, science-backed messaging rather than fear-based hype. Consider blog posts or reels like “Why your skin reflects your sleep, stress and hormones,” “What an evidence-based IV program looks like” or “Hormone therapy myths vs. what current science actually says.” 

Host Q&As with both clinicians and aestheticians so clients see your multidisciplinary approach.

Program-Based Offers: Shift from one-off deals to comprehensive programs, such as an “Inside-Out Rejuvenation: 6-Month Program,” which includes:

• Customized skincare plan
• Hormone and energy evaluation where appropriate
• Nutrition and behavior coaching
• Optional IV support

This naturally emphasizes long-term journeys over quick fixes.

Lastly, testimonials are invaluable for conveying your message—far beyond what’s visible in the mirror.

Encourage clients, after obtaining proper consent, to share stories such as: “I used to feel exhausted by mid-afternoon, but now I have energy throughout the day,” “Both my skin and my sleep have improved” or “This was the first time someone helped me connect my acne with my stress and hormone levels.”

These authentic narratives illustrate your commitment to whole-person transformation, not just aesthetic enhancement.

The language you use shapes client expectations. Choose your words thoughtfully in all marketing materials and communications. Opt for phrases like “Evidence-informed,” “Medically supervised,” “Long-term vitality” and “Root-cause exploration.” Avoid language such as “cure,” “reverse aging,” “guaranteed” or the direct promotion of prescription drugs, which are often regulated or prohibited in public advertising.

If you’re a traditional medspa looking to evolve, clarify your guiding philosophy. Are you “aesthetic-first with wellness support” or a “wellness clinic with aesthetics”? This distinction will inform decisions about hiring, space design and branding.

When medspas thoughtfully combine aesthetics with medically supervised weight loss, hormone therapy, IV drips and longevity services, they transcend the label of “injectable boutiques” and emerge as modern health and beauty destinations.

Success lies in blending aesthetic expertise with medical rigor and genuine, whole-person storytelling. Master this approach, and clients will return not just for touch-ups—they’ll stay because you help them feel like the most vibrant, aligned version of themselves.

About the Author

Francis X. Acunzo is the CEO of Acara Partners, a leading business consulting firm for the aesthetic medical industry; Strategic Advisor to Princeton Medspa Partners, an aesthetic industry consolidation group and is a member of the MedEsthetics Editorial Advisory Board.

Francis launched the very first medspa almost 30 years ago through the merger of his Boston-based spa company and a leading Laser company. Francis was awarded the Lifetime Achievement Award along with Acara Partners receiving the Best in Industry Practice Management award in 2023. He is also the recipient of the AmSpa Lifetime Legacy award given in 2025.