Free tool
5 Numbers Every Med Spa Owner Should Track Healthy, or just busy?
A full schedule can hide a business that's losing money. These five numbers tell you which one you've got. Each one has a calculator below. Plug in last month's numbers and you'll know in a few minutes.
- iPatient lifetime value
- iiCost per paying patient
- iii30-day return rate
- ivNet margin per service
- vBooked capacity
Get the printable sheet
All five formulas on one page, plus a sheet with a box for each week. Fill it in on Tuesday. Do it again next Tuesday.
The five numbers
Run them once. Then every Tuesday.
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Patient lifetime value
What one patient is worth over the whole time she keeps coming back. Not her first visit. All of them.
Why it matters. It tells you what you can afford to spend to win a new patient. Guess too high and you overspend. Guess too low and you hold back when you should push.
For scale: AmSpa's 2024 numbers put the average med spa visit at $527, and 73% of med spa patients are repeat patients.
FormulaAverage spend per visit × visits per year × years she stays
This Tuesday. Pull the real numbers from your booking software, not your gut. Use the last two years of visits.
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Cost per paying patient
What you really spend in marketing to get one patient who booked, showed up and paid.
Why it matters. Cost per lead is the number most reports lead with. It's also the easiest one to make look good. Your cost per paying patient is always higher, because not every lead shows up and not every visit closes.
FormulaCost per lead ÷ show rate ÷ close rate
This Tuesday. Run it with last month's numbers. Then put it next to her lifetime value. The gap between the two is what you really have to spend on growth.
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30-day return rate
Of your new patients, how many came back within 30 days of their first visit.
Why it matters. It's the earliest read you get on whether the first visit landed. You don't have to wait a year to find out.
FormulaNew patients who came back within 30 days ÷ all new patients that month
This Tuesday. Take every new patient from last month and count who's been back. Then look at what happens after a first visit: who books the next one, and who follows up.
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Net margin per service
What you keep from one treatment after product, provider pay, card fees and its share of rent and overhead.
Why it matters. Two services can cost the patient the same and leave you with very different money. A full book of the wrong services is still a thin month.
Formula(Price - product - provider pay - card fees - overhead share) ÷ price
This Tuesday. Run it on your three most-booked services. The one with the thinnest margin is your first pricing conversation.
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Booked capacity
How much of your available treatment time is actually booked.
Why it matters. It tells you whether more leads would even help. If your providers are close to full, new leads have nowhere to go. If there's a lot of open time, look at demand and scheduling first.
FormulaHours booked ÷ hours available
This Tuesday. Check it for each provider and for each room. They often tell different stories.
The Tuesday review
Write them down. Circle the one that moved.
Every Tuesday, put this week's five numbers next to last week's. Circle the one that moved most. That's where this week's attention goes.
We built 12 med spas in 5 years. These are the numbers we'd look at first if we walked into yours.
Get the printable sheet
Two pages you can print: the formulas, and a sheet with a box for each week.
Industry figures: American Med Spa Association (AmSpa), 2024 data.