Open house events generate modest new patient volume but excel at activating lapsed patients and introducing existing patients to new services. They work best as patient retention and service expansion events rather than primary new patient acquisition events. The cost per new patient acquired through events typically exceeds the cost through digital channels.
Med spa open house attendees are predominantly existing patients, past patients who lapsed, and friends of existing patients. The expectation that open houses will fill a practice with entirely new patients consistently disappoints. Reframing the event as a patient loyalty and service expansion event, and measuring success by revenue per existing patient rather than new patient count, produces a more accurate ROI picture.
Open house events become significantly more valuable when paired with digital marketing: targeted Facebook and Instagram ads to existing patient lookalike audiences, email campaigns to the practice's patient database, and post-event Google Ads retargeting of people who visited the practice website around the event. The event creates a content and engagement opportunity; digital channels amplify its reach.
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Book Free Audit →Uday Rajaram is the founder of Medical Marketing Firm. He has spent 22 years in digital marketing, starting as a developer in New York, and has run Google Ads, SEO, and AI search programs for more than 100 medical and cosmetic practices. He is the author of Earned Traffic.
Every guide on this site is written or reviewed by him. The numbers come from our own client accounts and published case studies, never estimates. How we source and update our content · udayrajaram.com
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