What Role Does Customer Segmentation Play In Your Marketing and Growth Strategy? - EP 152

7 Min Listen

When it comes to marketing and scaling a cash-pay service-based business, customer segmentation is everything. In today’s episode, I break down the importance of targeting the right demographic, especially in industries like medical aesthetics and wellness, where insurance isn’t an option. Geo-targeting is key—focusing on upper-middle and high-income areas ensures that your marketing dollars are spent on people who can actually afford your services. We’re not running a charity here; we provide top-tier treatments, and that means our business isn’t for everyone. I’ll share how we use A/B testing, strategic ad placement, and a smart marketing funnel to maximize conversions and grow revenue while staying laser-focused on the right clientele.

Beyond just targeting, we dive into the power of cross-selling. A patient may come in for weight loss, but nine times out of ten, they also have hormone imbalances or sexual health concerns. That’s where in-clinic education comes into play. Instead of throwing every service at a new client, we focus on solving their primary concern first, earning trust, and then introducing complementary treatments that improve their overall health. This vertical approach not only makes our marketing more efficient but also increases lifetime customer value. If you're looking to grow your clinic or cash-pay business, this method is essential for sustainable success.

Finally, I walk through the science behind choosing the right locations for expansion. We look at three major factors—finding the right medical professionals to partner with, acquiring existing clinics, and using national brands like Whole Foods and Lifetime Fitness as indicators of high-value markets. If these companies have done the demographic research, why not use it to your advantage? Competition also plays a role—if a city has multiple successful clinics, that means there’s enough money in the area to sustain them. The key to winning? Out-service and out-market the competition. At the end of the day, referrals are your biggest asset. If you deliver exceptional results and client experience, word-of-mouth will drive your business further than any ad spend ever could. Let’s break down how to execute this growth strategy the right way.

Welcome to The Spinoso Podcast hosted by CEO, doctor, comic book geek, and car guy, Alex Spinoso. I help people and companies grow - especially in the medical business. While my experience and expertise is in scaling all types of medical businesses to 7, 8, 9-figures or more, I can be a mentor to anyone who wants to take ownership of their lives, become a better leader at home and at work, and overcome any obstacle that stands in their way.

(0:00) - Intro

(1:00) - Customer Segmentation in the Medical Field

(2:45) - Marketing Strategies and Cross-Selling

(3:40) - Free Medical Courses and Marketing Focus

(6:00) - Customer Segmentation and Delivering Quality Service

(6:50) - Final Thoughts