Mike LeMieux runs MedSpa Media Group, a Phoenix agency that does med spa lead generation for 43 clinics. Every week his team and their AI handle 800 to 900 new inbound leads, and work every one of them toward a booked appointment.
If you’re a MedSpa looking for an innovative and reputable marketing agency… give them a ring!
He spent three to four months testing every AI option on the market before he landed on CloseBot. His verdict was short:
“Nobody is better. You guys are the best.”
Here’s how he got here, what went wrong before, and what the numbers look like now.
| MedSpa Media Group at a glance | |
|---|---|
| Clients | 43 med spas |
| New inbound leads | 800 to 900 per week |
| AI replies sent | 9,200 in the past month |
| Team hours saved | About 251 per month |
| Days the AI was down | Zero since joining CloseBot |
| Plan | CloseBot Growth Plan (Enterprise), HIPAA compliant |
| Customer since | April 2026 |
From grocery store to a Disney exit
Mike’s path to med spa marketing started about 15 years ago, far from either one. He graduated college and worked as a real estate appraiser. When he needed to earn more, he took a job at a grocery store and ran into a low ceiling fast. He told his manager he wanted the fast track to store manager, and she laughed at him.
So he taught himself something new. In 2012, his wife ran a business that helped inner-city youth become first-generation college students. Instagram was two years old. Mike started sending the business’s bracelets to influencers, they posted about them, and sales went up. He did this part time for over a year while working 60-plus hours a week at the grocery store.
He [ did social media influencer work ] part time for over a year while working 60-plus hours a week at the grocery store
In 2013, a college friend of his wife’s had built a small startup that used influencers to promote apps. She hired Mike as her first employee. He ran the campaigns, then managed the team running them. In less than two years, the company sold to Maker Studios, which Disney had acquired. Mike stayed two years through the earn-out.
After a move to Nashville and back home to Phoenix, he started coaching business owners on growing with social media in 2017.
How MedSpa Media Group was born, and the lead problem it ran into
When COVID hit, Mike’s coaching business took off. Everyone wanted to know what to do next. By the end of 2020 he was coaching several med spas in Phoenix, and none of them were making the content he taught them to make. So he went into their clinics and made it himself.
In early 2022, Jenna joined his team. She had paid ads experience, and as it happened, experience with med spas. They ran some ad tests and they worked. Today paid ads are 99% of what MedSpa Media Group does.
Then they found the real bottleneck. Generating leads wasn’t enough. Many med spa owners are sole providers, and the front desk is already busy. Nobody had time to call and text every new lead.
“It’s too cumbersome to expect the manager or the front desk or the owner… to do it. They don’t have time.”
So MedSpa Media Group took that on too. Their team started talking to every lead and booking them into each clinic’s scheduler. That’s the service clients love most, Mike says, because it takes the whole job off their plate.
ZappyChat, HIPAA, and the vendor that never worked
More than two years ago, Jenna found ZappyChat, an early AI chat tool, and the team signed up. Then ZappyChat was acquired by CloseBot.
That’s where the story took a detour. Med spas handle protected health information, so MedSpa Media Group needed a HIPAA-compliant AI. At the time, CloseBot wasn’t. So they moved to another provider.
It went badly. Mike has tried to forget the company’s name.
“It was a nightmare experience. I realized that we actually didn’t even have AI running for like a week or two, and we thought that we did.”
All they wanted was simple, Mike says: “Literally just an AI that worked and can communicate with the leads.” They didn’t get it, so they stopped.
Why they came back to CloseBot
By the time MedSpa Media Group was ready to switch again, CloseBot had become HIPAA compliant, with signed BAAs across its providers. Mike knew the team behind ZappyChat was now part of CloseBot, so he expected the same level of service.
“We are with you because you are [HIPAA compliant], and we are with you because you’re awesome.”
They started in April 2026 on CloseBot’s Growth Plan, which includes HIPAA compliance and a dedicated Enterprise builder. For MedSpa Media Group, that’s Michael, who builds and maintains their agents and is their main point of contact. The team’s attitude going in was simple… they just needed it to work.
That setup matters for an agency like Mike’s. His team gets to focus on clients and campaigns. When something changes, whether it’s a new pain point, a new offer or a Zenoti update, they bring it to Michael and CloseBot’s Done For You team handles the build.
The results: 9,200 AI replies and 251 hours saved a month
MedSpa Media Group now runs AI on 800 to 900 new inbound leads every week across 43 med spas. In the past month alone, CloseBot sent 9,200 AI replies on their behalf, about 300 a day.
That volume adds up to real time. CloseBot estimates the team saved about 251 hours in the last four weeks, based on the work the AI did for them: replies sent, contact fields updated and tags added. That’s roughly one and a half full-time employees’ worth of work every month, without a single new hire.
CloseBot’s analytics tracks this automatically, so Mike can show clients exactly what the AI is doing for them.
Zero days down
For an agency handling hundreds of leads a week, reliability is everything. When asked what a single day without the AI would cost them, Mike didn’t want to think about it.
“I don’t even want to ever even think about it not working because it’s so integrated.”
If it ever went down, he says, he and Paige would both have to jump in and reply to leads alongside their four appointment setters. So far that hasn’t happened once.
“With CloseBot we have never had that issue.”
Conversations that don’t feel robotic
Mike is not easy to impress, and he’ll tell you so.
“I’m not like, ‘I don’t get impressed.’ Like, I don’t. But I’ve been very impressed with some of the ways that the AI has handled objections and very complicated questions.”
His clients have noticed too. Several have access to the conversations, and some have told him, “Wow, this was a really good way of replying.” The team even keeps a group chat where setters share their favorite AI conversations, including the times it jokes around with leads. That human feel matters, because plenty of leads worry about talking to a robot.
“There’s no better AI service that I have seen that can do what we’re trying to do… have conversations that are not robotic feeling, that are actually conversational, intelligent.”
Why the hybrid model works
Mike is clear that AI alone isn’t the answer, and neither are people alone.
“We can’t have just the AI, and you can’t have just humans. You have to have both, and that’s why it’s working.”
The AI reaches every lead 24/7. His four appointment setters watch the conversations and step in when a human touch helps. CloseBot’s Unified Inbox is built for exactly this: setters see every AI conversation in one place and can jump in without losing context.
The Zenoti integration nobody else could build
Mike’s long-standing dream was simple to describe: let the lead talk to the AI and have it book directly into the clinic’s system. With a regular calendar, that’s straightforward. Med spas, though, run on EMR and point-of-sale platforms, and most of them don’t offer an open API.
Zenoti, used by about a third of MedSpa Media Group’s clients, does have an API. But booking through it takes several steps:
- Add the service to a cart.
- Get a booking ID back.
- Check availability.
- Book the appointment.
- Check whether the service requires a consultation fee.
Mike had already talked to about half a dozen programmers. The only ones who could get close used Make.com or Zapier, which aren’t HIPAA compliant. Then Michael said he could build it inside CloseBot.
“Michael just knows more, and you guys are smarter than them and pretty much everyone else that’s even talked to me.”
CloseBot’s Enterprise team is now finishing the Zenoti auto-booking build for MedSpa Media Group, fully inside CloseBot’s HIPAA-compliant environment.
Fewer bots, one agent for every offer
With 43 clinics and a steady stream of new offers, Paige was managing a lot of agents. She asked whether it could all run on fewer bots.
Michael restructured the build. Instead of storing offer details as account-level custom values, the agent now pulls them from contact values. It grabs the right information based on the offer a lead accepted or the form they filled out. One agent can handle any offer, with all the details it needs.
That also sets up MedSpa Media Group’s next step. If a clinic wants a chat widget on its website, the widget won’t be tied to a single product. Leads can choose from the clinic’s full list of services, and the agent can book each one.
There’s a CloseBot product update that helps here too. Until now, when you published a change to an agent, leads already mid-conversation stayed on the older version. Going forward, every active conversation moves to the newest version whenever you publish. For an agency that launches new offers often, that means changes take effect for everyone right away.
What’s next for MedSpa Media Group
Mike has grown MedSpa Media Group entirely by referral, with no paid marketing of his own. He does webinars, hosts a podcast and networks locally and abroad. Next up:
- Finish Zenoti auto-booking, then work out booking for the other two thirds of clients on systems like Boulevard, Vagaro, Mangomint and Aesthetic Record.
- Launch offers faster. The team is simplifying how they build and launch new offers across GoHighLevel, Meta and reporting, so they can add clients without adding headcount. Mike expects that work to wrap up in early 2027.
- Go beyond med spas. Around 2028, Mike plans to take the same system to other service businesses, such as lashes, brows, waxing, spray tans, and possibly dentistry, chiropractic and fitness.
He thinks the timing is right. Wellness and aesthetics keep growing, he says, especially among women in their 30s, 40s and 50s.
“I think we picked the right space, thankfully.”
What med spa lead generation agencies can learn from Mike
- Leads aren’t the finish line. Med spa owners and front desks rarely have time to work every lead. Agencies that handle the conversation and the booking become much harder to replace.
- HIPAA compliance isn’t optional. Med spas handle protected health information. Check that your AI vendor is HIPAA compliant, signs a BAA and doesn’t route data through non-compliant tools like general automation platforms.
- Watch your AI, don’t just switch it on. Mike’s previous vendor was down for a week or two before anyone noticed. Pick a platform with monitoring and analytics, and have people reviewing conversations.
- Pair AI with people. The AI covers every lead around the clock. Setters handle the moments that need a human.
- Build once, reuse everywhere. One agent that pulls offer details per lead scales far better than a separate bot for every promotion.
- Get help with the hard integrations. EMR and booking systems like Zenoti take real engineering. A Done For You build lets your team stay focused on clients.
FAQ
They run paid ads for 43 med spas, and CloseBot’s AI replies to every new lead, qualifies them and works them toward a booked appointment. Four human appointment setters monitor the conversations and step in when needed.
Yes. HIPAA compliance is included on CloseBot’s Growth Plan, and CloseBot has signed BAAs with its providers. See the healthcare page for details.
Yes, through the Zenoti API. The booking flow adds a service to a cart, gets a booking ID, checks availability, books, and checks for a consultation fee. CloseBot’s Enterprise team is building this for MedSpa Media Group inside CloseBot, without HIPAA-noncompliant tools like Zapier or Make.com.
CloseBot handles text-based conversations with new leads, including SMS, chat and other channels, answering questions, handling objections and booking appointments 24/7.
CloseBot estimates MedSpa Media Group saved about 251 hours in four weeks, based on AI replies, contact field updates and tags added.
Mike’s team is on CloseBot’s Growth Plan: HIPAA-compliant AI, a dedicated Enterprise builder and Done For You integrations with the systems your clients already use. If you run lead generation for med spas, clinics or any healthcare business, let’s talk about what that could look like for you.