You Have a Laser. Now How Do You Get People in the Door?
here’s nothing quite like the feeling of unboxing a brand-new laser. The promise. The potential. The belief that this investment is going to change your clinic, your outcomes, and your revenue. And while that moment is exciting and should be celebrated it’s also just the beginning. Because after the contracts are signed, the training is complete, and the glossy machine is wheeled into its corner, the real work begins. Now you need to fill the calendar.
I’ve seen it time and time again both in the clinics I coach and in my own journey. When I first started, I made the classic mistake: I bought the laser, quit my full-time job, and assumed I’d be fully booked. I believed that having the right device would automatically bring patients through the door. It didn’t. And that reality hit hard. It was a humbling moment, but also the turning point. Because it forced me to look beyond the device and start building visibility, credibility, and trust. I began marketing myself through results, documenting every transformation, and letting word of mouth do what no ad ever could. That’s when things shifted. The bookings came. The momentum built. And the laser that once sat idle became the foundation of a thriving business.
The truth is, having the best laser means nothing if no one knows about it. Results don’t start in the treatment room, they start in the marketing, the education, and the patient relationship. So how do you go from owning the device to running a fully booked laser calendar? Here’s how I built it and how I teach others to do the same.
Start by making your laser familiar to your audience. One of the biggest mistakes clinic owners make is assuming that patients understand what the technology does. They don’t. They aren’t sitting at home Googling “fractional erbium resurfacing.” They’re wondering why their skin looks dull, why makeup won’t sit right, or why their pigmentation won’t fade. So instead of leading with science, lead with solutions. Use language that speaks to your client’s pain points. Instead of saying “BBL,” say “the ultimate treatment for sun damage, redness, and aging skin.” Instead of saying “ablative laser,” say “the gold-standard treatment for real texture correction and rejuvenation.”
Storytelling is powerful here. Share patient journeys, before-and-afters, and your personal perspective on why you invested in this device. Make your audience feel like they’re missing out by not being part of the results. Education builds desire. And desire books treatments.
Another powerful tool I use and highly recommend is offering a complimentary treatment in exchange for a full before-and-after journey. You’d be amazed at how effective this is. Choose a model who aligns with your target audience. Offer the full treatment at no charge but in return, ask for clear permission to photograph their progress, document their healing, and share their story. Patients want to understand the downtime, the recovery process, and the results timeline. They don’t just want the “after.” They want to know what the day-by-day journey looks like and showing this builds massive trust.
Real patients. Real stories. Real results. These are gold for your social media, website, and in-clinic education. I’ve used this exact strategy to build up our treatment credibility. It not only educates new clients it converts them. It also gives your team something to rally behind, and creates authentic, engaging content that goes far beyond anything a brand could provide you.
Then, build a campaign not a promotion. I don’t believe in discounting as your first go-to. It devalues the treatment and trains your audience to wait for a deal. Instead, launch your laser like a movement. Create a countdown, a sneak peek, an educational webinar, or even a one-night event in your clinic. Let your patients see the machine, touch it, hear you talk about why you chose it. Make it real. Make it exciting. Make them feel like they’re part of something new and elevated.
You also need to create context around your treatments. Bundle services that complement the laser. For example, if you’re offering BBL for redness and pigment, build a “Skin Reset Program” that includes consultation, pre-treatment skincare, and post-care essentials. This does three things: it improves outcomes, increases perceived value, and raises your average transaction.
And don’t underestimate the power of consultation conversion. If you’re serious about filling your laser calendar, your consultation flow needs to be airtight. Every patient should leave knowing what their next step is and what’s possible for their skin. That means photography, visuals, and clear language around timelines and investment. I built Raw Canvas on the belief that skincare is the first treatment and I stand by that in every single consultation. If a patient wants to jump into a laser without prepping the skin, I say no. Because the best marketing is consistent results. And that starts with integrity.
Once patients are in, the follow-up matters. Build a post-treatment communication flow. Follow up personally. Send healing tips, schedule their next appointment before they leave, and keep them engaged through the entire process. This builds loyalty, referrals, and real trust in your expertise.
So if you're staring at a world-class laser and wondering why your books aren’t full, take a step back and ask:
Does my audience understand what this treatment does for them?
Have I built a story, not just a service menu?
Am I pairing education with excitement?
Am I showing real healing journeys not just polished after photos?
Do I have a pathway from consultation to long-term care?
You don’t need to be a marketing expert to fill your laser calendar, you need to be a leader who educates, inspires, and follows through. When you believe in what you’re offering, and you take the time to build a thoughtful, patient-centered plan around it, the bookings come. The referrals follow. And your laser doesn’t just sit, it becomes a cornerstone of transformation in your clinic.
Because at the end of the day, buying the laser was a leap of faith. But getting patients through the door? That’s leadership in action.
– Amanda Connolly, Founder of Raw Canvas Skin Clinic & Amanda Connolly Coaching and Consulting