Marketing for aesthetic practices, from someone who works inside one.
I'm Thy Barnes. I run marketing for four plastic surgery and med spa brands, and I build the systems behind it: social content made from your patients' real questions, ads that report true numbers, and follow-up that keeps a lead from going cold.
Conversions the ad platform reported, against the real leads underneath.
Aesthetic brands I run marketing for
Earlier in my career
You don't have a marketing problem. You have a system problem.
Your ads are running and your leads are coming in. Somewhere between the first click and the booked consult, people disappear, and nobody can tell you where.
The leads come in. Then nothing.
Inquiries land in an inbox. Nobody answers for six hours. By the time someone calls back, the patient has booked with the practice down the street.
Your vendors work in silos.
The ad agency reports clicks. The social person posts content. The email tool sends blasts. Nobody asks what happens between those touchpoints.
You can't connect spend to revenue.
Your monthly report leads with impressions. It can't tell you what one booked patient actually costs, so every budget conversation turns into a guess.
Your social sounds like everyone's.
Stock captions and trending audio don't answer what your patients are actually asking before they book. The questions are already in your inbox.
Three ways to work together. Most practices start with the first.
Each one stands on its own. If we keep going, the next one builds on what the last one found.
Social content built from your patients' questions.
Done for you. The posts come from the questions your leads actually ask and the gallery you already have, so every one answers something a real patient wanted to know before booking.
- Written in your practice's voice, checked against health advertising rules
- You approve before anything posts
- Built from what you already own, no new photo shoot
An audit of where leads leak.
Google Ads, landing pages, and conversion tracking. You get a ranked list of what is costing you patients, in plain English, and what to fix first.
A marketing partner, embedded.
Ads, CRM follow-up, content, and reporting tied to consults and revenue. I work inside your CRM and your sales process, not from a monthly report.
Four problems, and what fixed them.
From my own practices, with client names left out on purpose. Ask and I will walk you through a real account.
The ad platform was reporting the wrong number.
Page views, YouTube subscriptions, and map clicks were counted as conversions, and duplicate call tracking counted one phone lead up to three times. Rebuilt against actual leads, the cost per lead was $761 to $1,087, not $373. The bidding had been optimizing toward the wrong signal for weeks.
A photo task that ate an afternoon every week.
Before and after pairs in nine sizes, four brands, different logos and surgeon names. In Canva it ran 20 to 30 minutes per pair. Now it is one command. Two to four hours a week back.
A site lost its analytics before anyone noticed.
Every tracking ID across every account now lives in one registry, and a script re-checks live platforms every morning. The gap between a break and someone knowing went from about a week to about a day.
Six hundred gallery pages were invisible to Google.
A practice had 721 patient gallery cases published, and its sitemap listed 122. The sitemap now serves 713 entries. On another site with the same defect, the image sitemap went from 41 images to 1,061.
No revenue figure is attached to the gallery fix yet. The search checkpoints run at four, eight, and twelve weeks. When there is a number worth trusting, it goes here.
Not an agency. Not a firm. A practice.
I treat your practice like my own: in your CRM, on your sales calls, asking the uncomfortable questions about why consults aren't booking. Because I'm embedded that deep, I spot what outside consultants miss, like the treatment your patients keep asking for or the follow-up sitting untouched in your own data.
I do the strategy and I do the execution. There is no coordinator relaying your question to someone you never meet. If something isn't working, you'll hear it from me before you notice.
thy barnes
Notes for practice owners.
All postsYour leads aren't the problem. Your follow-up is.
Read the noteWhat your marketing report should actually tell you.
Read the noteWhy your consult-to-booking rate is dropping.
Read the noteHow I build these systems with AI lives on my personal site, thybarnes.com.
Questions practice owners ask first.
We already get leads. Why aren't more of them booking?
Usually because of what happens after the inquiry, not before it. Slow replies, follow-up that stops after one try, and pages that don't answer the questions patients actually have all cost bookings. Fixing those often books more consults without spending more on ads.
Can you improve results without raising our ad budget?
Often, yes. Most practices already get interest from search, referrals, and campaigns that never turns into a consult. Tightening the reply, the follow-up, and the pages that interest lands on converts more of it before you spend more.
Where do the social posts come from?
From your patients. The questions your leads ask before booking become the posts, paired with the gallery you already have. You approve everything before it goes out.
How do you decide what to fix first?
By finding where patients lose confidence or momentum. I look at your tracking, your key pages, how fast and how often you follow up, and what comes up on consult calls, then rank the fixes by what they cost you now.
How is this different from an agency?
An agency produces activity: ads, posts, a monthly report. I look at the whole path from first click to booked consult and fix the system, and you work with me directly, not an account manager.
I work with practices that want more than a marketing vendor.
Tell me about your practice and where leads are slipping. I'll tell you honestly whether I'm the right fit, and if I'm not, who might be.
Currently taking a small number of new practices.