Injectables are the #1 and #2 minimally invasive treatments — which makes retreatment interval the business

A med spa's treatment mix is unusually concentrated. National procedural statistics published by the American Society of Plastic Surgeons for 2025 put neuromodulator injections at 35% of minimally invasive treatments and hyaluronic acid fillers at 19%, so four in five treatments come from two modalities that wear off. That is a subscription business wearing the clothes of a transactional one. The average practice turns over $1,398,833, up from $1,307,587 the year before, in a market that added locations over the same period — which means the average moved partly because the denominator changed, and an individual practice's only honest comparison is against itself.

Four in five treatments come from two modalities that wear off, and most practices still report new-patient counts as the growth number.

1. 01

   Concentration makes interval the strategic variable, not variety

   When half of treatment volume is a single modality, the question is not which service to promote next. It is how many days pass between a patient's treatments and whether that number is moving. A practice that adds a fifth service before it can state its own retreatment interval has added complexity to a problem it has not measured.

2. 02

   There is no published retreatment interval benchmark, so it has to be measured

   Clinical guidance on how long a modality lasts is not the same thing as how long patients actually wait, and no credible source publishes the second. The interval is measured from the practice's own booking history, in a system that holds broad categories rather than clinical detail.

3. 03

   Growth in the industry average is not growth in the practice

   The average annual figure rose by roughly $91,000 year on year across a market that was also adding locations. Neither number tells an individual owner whether their own book of patients grew. Reporting the practice against the industry average is a way of not answering that.

4. 04

   The owned channel carries a disproportionate share here, because the paid one is constrained

   With before-and-after imagery restricted on the platform where roughly 90% of the patient base is reachable, the recall programme running over email and SMS to existing patients is doing work that paid social cannot do compliantly. That makes list hygiene and message cadence a revenue function rather than an administrative one.

Neuromodulators are the **#1** minimally invasive procedure (~9.9M, **~35%** of volume); hyaluronic-acid fillers **#2** (~5.3M, **~19%**). *(Corrected from "35% / 19%.")* Injectables together run 2×+ the volume of all cosmetic surgery, each with a natural retreatment interval.

The model measures the interval before it sends anything. Booking history is pulled by broad treatment category and the distribution of days between visits is calculated per category, which usually shows two populations rather than one: a regular cohort clustered around a cadence, and a long tail that came once. The recall programme is then built to the measured cadence rather than to a clinical rule of thumb, with the first message timed slightly before the cluster rather than after it. The long tail gets a separate reactivation track with different copy. Everything runs from broad categories held in the marketing system; nothing clinical is stored, sent or referenced.

1. 1

   Weeks 1–4

   Interval measurement

   Days between visits by broad category, distribution rather than average

   Owner: OmniFlow + practice

2. 2

   Weeks 4–6

   Cohort split

   Regular cohort separated from single-visit tail, sized and valued separately

   Owner: OmniFlow

3. 3

   Weeks 6–10

   Recall programme

   Timed to the measured cadence, non-clinical copy, email and SMS with opt-out honoured

   Owner: OmniFlow

4. 4

   Weeks 10–16

   Reactivation track

   Separate sequence for the long tail, different offer and different expectation

   Owner: OmniFlow

5. 5

   Month 12

   Review

   Interval movement by cohort, share of revenue from returning patients

   Owner: OmniFlow + practice

The model reports the share of revenue coming from returning patients and the movement in measured interval by cohort, and it reports new-patient acquisition underneath both. It makes no claim about what the interval should be, because no credible source publishes one; the practice's own first distribution is the baseline and every subsequent quarter is read against it. The industry revenue figures are used to describe the shape of the market and are never presented as a target, since they average single-room practices with multi-location groups. The figure the model watches most closely is the size of the single-visit tail relative to the regular cohort, because a practice whose tail is growing is acquiring patients it is not keeping, and no amount of new acquisition fixes that.

Modelled. Inputs: American Med Spa Association, Medical Spa State of the Industry Report; WordStream by LocaliQ, Google Ads Benchmarks 2026 (13,474 US search campaigns, April 2025 – March 2026); WordStream by LocaliQ, Facebook Ads Benchmarks 2025 (data April 2024 – June 2025). Modelled outputs are not a forecast or a guarantee of results. Cited: American Society of Plastic Surgeons *2024 Procedural Statistics*. Figures refreshed 2026 against ASPS 2024 Procedural Statistics.

Every figure below is published research, not a client result. They are the inputs to the arithmetic above, listed so it can be checked rather than taken on trust. The bracketed number points to the full citation at the end of this page.

These are the surfaces this engagement is run and measured from, shown with representative figures built around the benchmarks cited on this page. Every account we run reports into views like these, and you keep ownership of all of them.

Each figure on this page, the system it is read from, and the definition and window it is measured over.

Not applicable — this is a modelled engagement. Its weakest input is that the treatment-mix figures describe national procedure volume across all providers, including plastic surgery practices and dermatology, and an individual med spa's mix may look nothing like 50/30. The interval measurement in weeks one to four exists precisely to replace the national picture with the practice's own before any recall cadence is set.

A modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear. See all our work

Full citations for everything cited on this page, with the sample and period each study covers, so you can go and read the original.