A 12-month strategy for Jenna Lizzi Med Spa — moving from commodity aesthetics to the undisputed medical wellness leader in Erie County.
Prepared by Crabtree Marketing · crabtreemarketing.com
"Physician-led medical wellness" is the positioning no one in Erie County is owning right now.
Physician on staff = access to treatments competitors legally cannot offer
Medical-grade credentials command higher prices and higher retention
PCPs and OB/GYNs can send patients — no esthetician can receive those referrals
No competitor in the market is open Sundays — an immediate and visible differentiator
Erie County women are driving to Cleveland for BHRT, GLP-1 protocols, and sexual wellness. That revenue leaves the county every week — and comes back to whoever claims the category first.
BHRT, menopause management, GLP-1 weight loss. Growing 9%+ annually. Zero local providers positioning here credibly.
O-Shot, P-Shot, libido protocols. High-ticket, high-loyalty, high-referral. Only a physician can credibly offer and administer this.
Lake Erie Aesthetics wins on volume. The counter-move: own precision and medical authority. Different buyer, different margin.
The market doesn't need another Botox provider. It needs a physician-led wellness practice that happens to also do aesthetics. That's you — the market just doesn't know it yet.
Every touchpoint — website, ads, socials — positions Dr. Lizzi as the physician-wellness authority. Not a spa. A medical wellness practice.
BHRT, GLP-1, sexual wellness. One patient on a $299/mo hormone protocol is worth 6× a Botox appointment in lifetime value.
No esthetician-owned spa can receive referrals from PCPs and OB/GYNs. You can. That's a distribution channel your competitors are locked out of permanently.
Botox, filler, skin treatments. Competes on price and convenience. Interchangeable with Lake Erie Aesthetics in the buyer's mind.
Physician-led. Hormonal health. GLP-1. Sexual wellness. The only practice in Erie County where your care is supervised by an actual doctor.
Physician on staff. Sunday hours. Services competitors can't legally offer. PCP referrals. BHRT protocols. Weight loss programs.
The tagline test: "The only physician-owned medical spa in Erie County open Sundays." That one sentence eliminates every competitor before the buyer even asks a follow-up question.
These aren't long-term initiatives. These are 90-day moves that build the foundation everything else grows from.
Membership converts one-time buyers into recurring revenue. Lake Erie Aesthetics has one. Yours differentiates by medical-grade access they can't match.
How These Prices Were Set
Benchmarked against Ohio and national med spa membership data (AmSpa 2024, Pabau industry report, Lake Erie Aesthetics). Entry tier ($99) is the universal market standard. Mid-tier ($199) is at the top of the $179–$199 industry norm — justified by the hormone/lab panel inclusion. Medical Premier ($349) reflects physician-level service (BHRT management, unlimited consults, GLP-1 access) that no esthetician-owned spa can legally offer — placing it in a category above standard VIP tiers, not competing with them.
No esthetician-owned spa can legally receive referrals from a physician's office. You can. That's a structural advantage, not a tactic.
Primary care physicians see menopausal, hormonally imbalanced, and weight-struggling patients every day. A lunch-and-learn + one-pager opens this channel in 90 days.
Sexual wellness, pelvic floor, post-partum hormone support. OB/GYNs have patients asking for exactly what you offer. Most have no trusted local referral partner.
Existing patients who trust a physician-led practice refer differently than spa clients. A structured gift-credit referral reward (not a discount) drives this.
Target: 5 PCP + 3 OB/GYN partnerships in the first 90 days. At 2 referrals per partner/month — that's 16 warm, high-intent new patients monthly from this channel alone, before a single ad dollar is spent.
What They Have
Sandusky (4404 Timber Commons Dr) + Avon Lake — regional footprint advantage
Scale, volume capacity, redundancy — they can absorb demand you can't at single-location
XERF tightening, laser hair removal, IPL, Erbium Yag, Pix:E RF microneedling, spider vein, tattoo removal
Multiple revenue streams, loyalty infrastructure, product sales
Removes price objections for high-ticket services
What They Don't Have (Your Openings)
Dr. Rice is board-certified in emergency medicine. BHRT, GLP-1, sexual wellness (O-Shot/P-Shot), and hormone management fall outside EM scope. No OB/GYN or functional medicine referral pipeline.
Confirmed: M–F only (Sandusky: 9–6; Avon Lake: M/T/W/F 9–6, closed Thursday). Zero Saturday. Zero Sunday.
Their own copy says "luxury medical spa turning aesthetic dreams into realities" — aesthetics-first, not health-first.
An EM physician cannot co-sign BHRT or GLP-1 referrals the way a functional medicine or OB/GYN-aligned physician can. The hormone wellness referral channel is structurally unavailable to them.
The Move
Stop competing on Botox. Own medical wellness. Become the only physician-led wellness authority in Erie County — because you already are one.
Where We Focus First — 5 Priorities
What This Builds
Advantages No Competitor Can Match
✓ Physician-owned — the only one in Erie County
✓ Sunday hours — the only provider in the market
✓ PCP + OB/GYN referral eligible — competitors cannot be
✓ BHRT · GLP-1 · sexual wellness — legally unavailable to esthetician practices
The physician credential, the Sunday hours, the referral eligibility — none of that can be faked or purchased by Lake Erie Aesthetics or anyone else. The work is making it visible.
Week 1: Website strategy session + brief
Week 2: Google Business Profile live + review campaign starts
Week 4: Glow Membership soft launch to existing patients
Week 6: First physician referral outreach