How to Attract and Retain Gen Z Patients in Your Aesthetic & Wellness Practice

The medical aesthetics industry is evolving, and Gen Z (born between 1997 and 2012) is emerging as a powerful consumer group. Unlike previous generations, they prioritize authenticity, self-expression, and preventative care, reshaping how practices must position their services. With an estimated $360 billion in disposable income, this demographic influences not only their own purchasing decisions but also those of their families.

For aesthetic and wellness practices to remain competitive, it is essential to adapt marketing, patient engagement, and service offerings to align with the values and expectations of Gen Z. Here’s 8 tips to capture their attention, gain their trust, and turn them into long-term patients.

1. Speak Their Language: Subtle Enhancements Over Drastic Changes

Gen Z patients are not looking for extreme makeovers; they value subtle enhancements that align with their natural features. They view medical aesthetics as a form of self-care and confidence-building rather than vanity.

Strategies:

• Market preventative treatments like baby Botox, collagen-boosting facials, and skin rejuvenation instead of dramatic transformations.
• Educate on the long-term benefits of early intervention, including skincare regimens, laser facials, and non-invasive options.
• Showcase real and diverse patient results that highlight a range of skin tones, ages, and genders to build trust.

2. Build a Social Media-Driven Digital Presence

Gen Z is the first digitally native generation, meaning they grew up immersed in social media, video content, and influencer marketing. If your practice is not highly visible online, it might as well not exist to them.

Strategies:

• Use TikTok and Instagram Reels to share engaging content, such as:
  • Behind-the-scenes clips of procedures.
  • Patient journeys with authentic before-and-after transformations.
  • Skincare myths debunked by your providers.
• Follow and utilize trending hashtags like #PreventativeBotox, #GlowUpJourney, and #SkinHealth to increase content reach.
• Host live Q&A sessions where providers answer common questions in real time.
• Ensure your website is mobile-friendly, loads quickly, and offers seamless online scheduling.

3. Prioritize Transparency & Education

Gen Z is highly informed and skeptical of sales-driven marketing tactics. They do extensive research before making decisions and expect clear, honest communication from brands they trust.

Strategies:

• Create short, educational content through blog posts, Instagram stories, and videos that answer:
  • When should I start Botox?
  • Is laser treatment safe for darker skin tones?
  • What are the top non-invasive treatments for people in their 20s?
• Offer downloadable pricing guides that clearly outline costs, financing options, and package deals.
• Share behind-the-scenes content that highlights safety measures, hygiene protocols, and provider expertise.

4. Elevate Convenience with Digital Tools

Gen Z expects seamless, tech-savvy booking and communication options. Practices that fail to adopt modern scheduling tools or require patients to call for appointments risk losing them to competitors.

Strategies:

• Add a “Book Now” button to Instagram, TikTok, and your website.
• Offer virtual consultations for Gen Z patients who prefer digital interactions.
• Implement AI-driven skin analysis tools that allow patients to upload selfies and receive personalized skincare or treatment recommendations.
• Use text-based follow-ups and reminders instead of phone calls, as this generation prefers quick, efficient communication.

5. Align with Social Responsibility & Inclusivity

Gen Z actively supports brands that align with their personal values, including sustainability, diversity, and ethical business practices. Demonstrating a commitment to social impact will help build trust with this demographic.

Strategies:

• Highlight eco-friendly initiatives, such as sustainable packaging, reduced waste, and paperless operations.
• Feature real patients from diverse backgrounds in marketing campaigns and ensure staff is trained in culturally competent care.
• Engage in community outreach, such as charity events, free skincare webinars, and partnerships with local nonprofits.

6. Leverage Influencer & Peer Marketing

Gen Z does not trust traditional advertising, but they do trust influencers, micro-creators, and user-generated content from real people who share their experiences.

Strategies:

• Partner with micro-influencers (5K–50K followers) in the skincare, beauty, or wellness space. Offer free treatments in exchange for honest reviews.
• Create a branded hashtag (e.g., #GlowWith[YourPractice]) and encourage patients to tag the practice in their aesthetic journey.
• Run social media contests where patients can win a free facial or treatment by sharing their experience online.

7. Focus on Building Long-Term Relationships

Gen Z patients are loyal when they feel valued. Developing a long-term retention strategy will maximize patient lifetime value and foster brand advocacy.

Strategies:

• Launch a Gen Z-friendly rewards program where patients earn points for referrals, reviews, and repeat treatments. Offer exclusive perks, such as discounts on future services.
• Maintain consistent communication through text and social media, providing reminders, skincare tips, and seasonal promotions.
• Host experiential events, such as a “Glow Party,” where young patients can learn about treatments in a fun, relaxed setting.

8. Authenticity is Non-Negotiable

Gen Z is drawn to brands that feel real, relatable, and transparent. They can spot inauthentic marketing ploys easily, so branding and messaging must be genuine.

Strategies:

• Use a conversational, engaging tone in social media captions, blog posts, and patient communication.
• Introduce team members through behind-the-scenes videos, showcasing their expertise and personalities.
• Seek and implement patient feedback, demonstrating that the practice evolves based on their needs.