Scott Duncan — PwC CX Strategy, Québec Market Lead. 25 years in strategy and advisory. Based in Montreal.
More about how I work →
More about how I work →
Most medspas have enough demand. The problem is how much of that demand actually turns into a kept appointment, a completed treatment, and a returning patient. I look at your numbers, your online presence, and how clients move through your business — then help you put the fixes in place, starting with the changes that move the needle fastest.
High activity doesn't always mean high profitability. Often there's significant value leaking at booking, completion, and return — before a single new patient is needed.
Cancellations and no-shows are rarely random. They follow patterns — in service type, time slot, patient journey stage — and those patterns can be fixed.
More leads flowing into a leaky system just means more wasted spend. The real gains are almost always in the follow-through, not the top of the funnel.
The core Experience Economics insight for medspas: demand exists. What's missing is a reliable system that turns intent into kept appointments and kept appointments into return visits.
We start by measuring exactly where that system breaks down — inquiry to booked, booked to kept, kept to rebooked — and quantifying what fixing each step is worth to your specific clinic.
Then we build the fix: scripts, automations, routines, and policies your team can actually run.
Illustrative figures. Your actual size-of-prize is calculated from your clinic's data.
Answer 9 questions about your clinic's customer flow. Get a personalised report showing where you're losing completed revenue — and what to fix first.
A live dashboard of your clinic's economic health — utilisation, conversion, retention, and cash timing — with downloadable plays to act on it each week.
You'll be the first to know. No spam.
A complete economic diagnostic of your clinic, a ranked action plan, playbooks your team can run, and optional implementation support.
Making the next step obvious and friction-free. High-intent pages, clear service paths, fast response, and a booking flow that builds confidence rather than confusion.
Post-booking hygiene: confirmation sequences, reminder cadence, cancellation recovery, and pre-visit communication that makes showing up feel easy and expected.
Filling the right slots with the right services. Understanding where your chair time is being lost — to gaps, short bookings, and service mix — and correcting it systematically.
Building the routines, messaging, and rebooking systems that make returning the path of least resistance — not a thing patients have to remember to do themselves.
The clinic could drive more leads with advertising, but the lead-to-kept journey wasn't reliable end-to-end. Paying for demand would increase staff strain and cost — unless booking and follow-through improved first.
The next step wasn't obvious on high-intent pages. Visitors were leaving before booking — not because they weren't interested, but because the path wasn't clear enough.
Multiple small barriers — form length, response speed, service confusion — were eroding the conversion rate at each stage. Removing them had an immediate effect.
Post-booking confirmation and reminder sequences were inconsistent. Strengthening this single system improved kept rates within the first 30 days.
Lead → booked · booked → kept · cancellation/no-show rate · rebook rate · utilisation %
"Scott was straightforward to work with — organized, responsive, and focused on what matters. The EE framework gave us a clearer view of our marketing spend and ROI, and it highlighted specific friction points in our client acquisition and follow-up process. The output was actionable: a short list of improvements we could implement immediately, plus a roadmap of higher-impact initiatives to work through over time."
Start with the free 9-question diagnostic. 3 minutes. Personalised report by email. No pitch call required.