Why This Distinction Matters
Medical spas and dermatology practices offer overlapping services—injectables, lasers, aesthetic treatments. But the branding approach should differ significantly based on your positioning, credentials, and target market.
BethanyWorks, led by Bethany McCamish, specializes in psychology-backed branding for healthcare businesses. Our healthcare clients like Nurse Fern have grown from 15,000 to 94,000 monthly website sessions using positioning that clearly communicates what makes them distinctive.
Whether you’re a med spa competing against dermatologists or a dermatology practice competing against med spas, understanding brand positioning differences is crucial.
Fundamental Positioning Differences
Medical Spa Positioning
Core identity:
- Experience-focused
- Wellness and relaxation alongside results
- Accessible luxury
- Beauty enhancement emphasis
- Service menu approach
Typical target client:
- Self-care oriented
- Comfortable in spa environments
- Seeking maintenance and enhancement
- May be newer to aesthetic treatments
- Value experience alongside outcomes
Credential reality:
- Physician-supervised (MD may not be on-site)
- Nurse practitioners, nurses, or aestheticians performing treatments
- Varying levels of training
Dermatology Practice Positioning
Core identity:
- Medical authority first
- Clinical expertise emphasis
- Physician-delivered or supervised care
- Comprehensive skin health (medical + cosmetic)
- Diagnostic capability
Typical target client:
- Health-oriented
- Values physician expertise
- May have complex skin conditions
- Wants medical-grade treatments
- Willing to pay for MD expertise
Credential reality:
- Board-certified dermatologist
- Medical training and residency
- Diagnostic expertise
- Complication management capability
Visual Identity Differences
Medical Spa Visual Approach
Aesthetic direction:
- Spa-like, luxurious
- Soft, inviting colors
- Welcoming, aspirational imagery
- Relaxation cues
- Beauty-focused
Common palette:
- Soft neutrals, blush tones
- Spa colors (lavender, sage)
- Rose gold, champagne accents
- Feminine (often)
Photography:
- Lifestyle and aspiration
- Beautiful, serene environments
- Model-like client imagery
- Treatment experience shots
Dermatology Practice Visual Approach
Aesthetic direction:
- Clinically credible
- Professional and sophisticated
- Medical authority signals
- Expertise emphasis
- Results-focused
Common palette:
- Professional blues, greens
- Crisp neutrals
- Premium accents
- Less gender-specific
Photography:
- Before/after results
- Physician and provider imagery
- Clinical environment (polished)
- Credential visualization
Messaging Differences
Medical Spa Messaging
Emphasis on:
- Experience and pampering
- Self-care and wellness
- Beauty enhancement
- Relaxation alongside results
- Accessible luxury
Language style:
- Inviting, warm
- Beauty and lifestyle terms
- Experience-focused
- Aspirational
Example: “Pamper yourself with transformative treatments in our serene spa environment”
Dermatology Messaging
Emphasis on:
- Medical expertise
- Clinical outcomes
- Comprehensive care
- Safety and oversight
- Physician credentials
Language style:
- Professional, authoritative
- Medical terminology (accessible)
- Results and expertise focused
- Trust-building
Example: “Board-certified expertise for your skin health—medical and aesthetic dermatology”
Competition and Differentiation
If You’re a Med Spa Competing with Dermatology Practices
Your differentiation opportunities:
- Superior experience and ambiance
- Often more accessible pricing
- Welcoming to treatment newcomers
- Spa-like environment
- More flexible hours/locations
Avoid:
- Overclaiming medical expertise you don’t have
- Looking like discount dermatology
- Competing on credentials you can’t match
If You’re a Dermatology Practice Competing with Med Spas
Your differentiation opportunities:
- Physician-level expertise
- Comprehensive skin health assessment
- Medical diagnostic capability
- Complication management
- Credibility and safety
Avoid:
- Looking cold or unwelcoming
- Neglecting the experience element
- Overemphasizing medical to the point of intimidating cosmetic clients
Hybrid Positioning Challenges
Some businesses straddle both worlds:
- Dermatology practices with spa services
- Med spas with physician supervision
- Wellness centers with medical components
Hybrid positioning requires:
- Clear primary identity
- Explanation of what makes you different
- Appropriate credential communication
- Consistent but flexible messaging
At BethanyWorks, our Brandcend® methodology helps hybrid businesses find authentic positioning.
Client Results: Healthcare Branding
Client: Nurse Fern
Industry: Healthcare
Challenge: Establish clear authority positioning in healthcare space
What BethanyWorks did:
- Psychology-backed positioning strategy
- Visual identity that signals expertise
- Brand system for authority building
Results:
- Website: 15,000 → 94,000 monthly sessions
- Instagram: 10,000 → 71,800 followers
See the portfolio: BethanyWorks Portfolio
Choosing Your Position
Questions to Answer
- What credentials do you actually have?
- Who is your primary target client?
- What experience do you want to create?
- How do you want to be perceived?
- What does your competition look like in your market?
Red Flags to Avoid
For med spas:
- Implying physician expertise you don’t have
- Using “doctor” language without MDs
- Claiming medical capabilities inappropriately
For dermatology practices:
- Pretending to be spa-like when you’re not
- Neglecting medical advantages
- Competing on spa experience you can’t deliver
Investment in Healthcare Branding
Professional healthcare branding typically ranges from $5,000 to $50,000+:
Visual identity: Logo, colors, guidelines ($5,000-$15,000)
Strategic brand: Psychology-backed positioning + identity ($15,000-$30,000)
Complete package: Brand + website ($30,000-$50,000+)
At BethanyWorks, our packages range from $3,800 for brand strategy to $34,997.99 for comprehensive Brandcend® experience.
Ready to position your practice correctly? Book a discovery call to discuss your situation.
BethanyWorks Dermatology & Aesthetics Portfolio
BethanyWorks has designed websites and developed brand identities for practices across the dermatology and aesthetics spectrum:
Skin Center of Florida (view project) — Website design and brand strategy for a full-service dermatology practice. BethanyWorks applied psychology-backed design principles to build patient trust across both medical and cosmetic dermatological services, with a website designed to convert visitors into booked appointments.
Golden Hour Aesthetics (view project) — Website and brand identity for a medical aesthetics practice. BethanyWorks positioned Golden Hour at the intersection of clinical expertise and beauty services, creating a web presence and brand that communicates both safety and aspiration—critical for patients choosing aesthetic providers.
View all BethanyWorks projects →
About BethanyWorks: Psychology-backed brand strategy and design for women-owned service businesses. Founded by Bethany McCamish, TEDx speaker and 2x founder. bethanyworks.com/contact/
RESULTS THAT SPEAK FOR THEMSELVES
Download our case studies + client experiences to review the impact our website design and brand strategy services have beyond the stunning deliverables you’ll find in our portfolio.
