The Differentiation Dilemma: Make Your Med Spa Stand Out From The Crowd

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In this episode of Worth Your Salt, Jennifer Orechwa tackles one of the biggest challenges facing med spa owners and wellness practitioners today: standing out in a crowded, copy-and-paste marketplace. When every website, social post, and service menu starts to sound the same, it’s no wonder prospects hesitate, price-shop, or say, “I’ll think about it.” Jennifer breaks down why this sameness happens—and why blending in is the exact opposite of what today’s clients need from your brand.
Using the StoryBrand framework, Jennifer shows how true differentiation doesn’t come from new devices or trendy language, but from clearly telling a better story—one where your client is the hero and your practice is the trusted guide. You’ll learn how to connect with the internal motivations driving your clients’ decisions, uncover your practice’s unique “sparkle,” and communicate your value with clarity, empathy, and confidence so the right clients recognize you instantly.

In this episode, we explore:
Why most med spa and wellness marketing sounds the same—and how that sameness is quietly costing you bookings
How to use the StoryBrand framework to shift your messaging from “look at us” to “we understand you”
How to identify and communicate your practice’s true differentiator (your “sparkle”) beyond services and devices
Practical ways to bring your unique story to life across your website, social media, and in-person client experience

Why this matters:
In crowded markets like med spas and wellness, great practices often struggle to stand out—not because they lack quality, but because their messaging blends in. In this episode, Jennifer Orechwa breaks down
The Differentiation Dilemma and explains why clients hesitate, price-shop, or keep “researching.” You’ll learn how clearer, more human storytelling—using the StoryBrand framework—helps the right clients recognize you, trust you, and choose you without competing on price.

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About Salt Marketing:
At Salt Marketing, we help health and wellness practitioners stop guessing and start growing with clear messaging, smart systems, and organic marketing that brings in the right clients.