Guest Contribution by Audrey Campbell, MPH, Founder of The Audrey Aesthetic
I wanted to feature this perspective because the conversation around AI in aesthetics has gotten very surface-level.
The problem is not that practices are using AI. The problem is that too many are not using AI strategically.
Audrey breaks that down in a way that is both practical and easy to apply. And if you are using AI for ad copy, social content, or any part of your medical aesthetics marketing, this is worth paying attention to.
Audrey: Why Every Med Spa Ad Suddenly Looks the Same
Open your feed and scroll aesthetic ads for sixty seconds.
Same offer structure, same soft neutral palette, same “Botox special, $12 a unit, book now.” The copy is interchangeable. Swap the logo and no one would notice.
This is what people mean when they say AI ruined marketing. It didn’t. What ruined it was pasting “write me a Botox promo” into an LLM and shipping the first thing it returned.
I am one of the biggest proponents of AI in this industry. I use it in design, in paid social, in ad copy. The problem is never the tool. The problem is the input. When you give a model nothing about who you are, it hands back the median of every med spa ad ever written. In a market this saturated, the median is invisible.
A model writes from what it is fed. Give it a one-line request and it fills the gaps with the most average version of your category. That average is the exact thing a differentiated practice cannot afford to sound like.
Here is what most practices skip. Before AI writes a single line, it needs three inputs.
Voice
How you actually sound matters.
Think about the words your best provider uses in the room. Think about the phrases patients hear over and over again because they genuinely reflect the way your practice communicates.
If you cannot describe your voice, the model defaults to generic upscale wellness, and so does every competitor using the same shortcut.
Action Step
Write down three to five words that describe how your practice sounds, then add one real sentence your best provider would actually say to a patient.
That gives the model something specific to work from.
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Position
Who are you for, and what are you known for?
A membership-model practice in a luxury market and a high-volume injectable clinic should never run the same ad. Your positioning is the thing the model cannot guess.
If you do not tell AI what makes the practice different, it will fill in that blank with the safest version of what everybody else in your category is already saying.
Action Step
Finish these two sentences before asking AI to write anything:
We are for: [Describe the type of patient you want to attract.]
We are known for: [Name the thing your practice does or represents that the practice down the street does not.
Proof
The specifics are what make your message believable.
Provider credentials, real results, the number of treatments performed, years in practice, or the thing you do that no one down the street does are all examples of proof.
Specificity is what separates your ad from the wallpaper.
Action Step
Create a short proof list that includes:
- Provider credentials
- Years in practice
- Number of treatments performed, if available
- One result or outcome you can confidently stand behind
- One specific differentiator your competitors cannot easily copy
Feed the model voice, position, and proof, and the same tool that produced commodity copy starts producing something only your practice could have published.
The Problem Is Not AI. It Is Missing Input.
The tell is easy to spot once you know it.
Price-led. No point of view. Could belong to any practice in any city.
That ad is not cheap because AI wrote it. It is cheap because no one told the AI who the practice was.
And that is the part too many practices miss.
The better question is not:
“Should we use AI?”
It is:
“What are we giving AI to work with?”
Audrey’s AI Ad Copy Prompt
If you want the version you can use today, here is the input I give any model before it writes a single ad. Fill in the brackets and keep it on file.
You are writing ad copy for my aesthetic practice. Use only the inputs below. Do not add generic wellness language.
VOICE: How we sound in three to five words, plus one real sentence our best provider would say to a patient. [fill in]
POSITION: Who we are for, and the one thing we are known for that the practice down the street is not. [fill in]
PROOF: Credentials, years in practice, number of treatments performed, and one specific result we can stand behind. [fill in]
OFFER: The treatment, the price or promotion, and the single action I want the reader to take. [fill in]
Now write three ad variations. Every line must sound like it could only have come from my practice. Do not lead with price unless price is our actual differentiator.
Remember, the practices winning with AI are not the ones with the best prompts. They are the ones who did the brand work first, then handed the model something worth writing from.
AI should make you sound more like yourself, not less.
When it makes you sound like everyone else, that is not the technology failing. That is a missing input.
Cheri: This Is Where the Bigger Picture Matters
This is exactly why I do not look at AI as the strategy or to replace staff.
AI can help a practice move faster, organize ideas, create drafts, and support execution, but it cannot replace clarity around who the practice is trying to attract or why someone should choose them.
And this is where the conversation connects back to patient acquisition.
If the practice has unclear positioning, generic messaging, weak follow-up, poor lead management, or a disconnected patient experience, better AI output is not going to fix the bigger problem.
The tool can support the strategy. It should not be responsible for creating it.
If your practice is already doing plenty but still feels like the pieces are not working together, that is exactly what The Takeover Patient Acquisition Strategy is designed to uncover.
Audrey Campbell, MPH is the founder of The Audrey Aesthetic, where she works at the intersection of aesthetic medicine, brand strategy, paid media, and creative.
Xoxo,
Cheri C