# profile-med-spas.md — vertical pack **Version 1.0 · 2026-08-27 · Nameworthy (Whitley Row LLC) · https://nameworthy.ai/spec/** Load this alongside `ai.md` when the business is a medical spa, aesthetics practice, or cosmetic dermatology clinic. Everything in `ai.md` §8 (hard stops) is binding here, not advisory. **Read §6 before you write a single line of copy.** This vertical has two regulators — a state medical board and the FDA — and the most natural-sounding marketing sentence in the category is also the one most likely to cross a line. --- ## 1. Schema types | Node | Type | Notes | |---|---|---| | The practice | `MedicalClinic` | Only if it is a real premises patients visit. `HealthAndBeautyBusiness` where the practice is non-medical; `Organization` where neither fits | | The medical director | `Physician` | Required in most states; link by `@id` | | Injectors and clinicians | `Person` | With `jobTitle` and, where verifiable, licence-backed credentials | | Treatments | `Service` | One node per treatment, `provider` referencing the practice's `@id` | | Locations | `Place` | One per real location | | FAQ blocks | `FAQPage` | On treatment pages | **Choose the type honestly.** `MedicalClinic` asserts that this is a medical facility. If the practice is not physician-owned or physician-supervised in the way its state requires, that assertion is a problem well beyond schema markup. **Do not** use `MedicalProcedure`, `Drug`, or the clinical-trial vocabulary to describe a cosmetic treatment offering. Those types carry claims about medical evidence that a service page is not making and should not imply. --- ## 2. Registries and directories **Listed by category, not ranked.** Inclusion is not a claim about influence. **Authoritative — licence registries, not self-serve profiles:** - The state medical board's licensee lookup, for the medical director and every licensed clinician. The task is to confirm the record matches the site, not to create anything. - State nursing board lookup for RN and NP injectors. - NPI registry, where the practice bills under one. **Category directories** — RealSelf, Healthgrades, Zocdoc, Vitals, the American Med Spa Association member directory where the practice is a member. Most already carry an unclaimed scraped profile. **Claim and correct before creating.** **General business records** — Google Business Profile, Bing Places, Apple Business Connect, Yelp. **Booking platforms** — where the practice uses one, its public profile is often indexed and frequently contradicts the site on hours, services, and pricing. Check it; it is the most-missed source of inconsistency in this vertical. Every value byte-identical to the entity graph and every other record. See `ai.md` §7. --- ## 3. Question shapes **A representative subset, published deliberately.** These are shapes, not a calibrated question set. A real program freezes the questions a specific practice's patients actually ask in a specific market, agreed in writing before anything is run. **High-intent — someone deciding where to book:** - Where should I get `` in ``? - Who is the best injector in ``? - Best med spa in `` for ``? - Which med spas near `` do ``? **Qualifying — someone narrowing a shortlist:** - How much does `` cost in ``? - What should I look for in a `` provider? - Is `` worth it? - How do I know if a med spa is safe / medically supervised? **Concern-first — the question asked before a treatment name is known:** - What can I do about ``? - What is the best treatment for ``? **By-name:** - What can you tell me about `` in ``? - Is `` a good med spa? Never blend by-name and unprompted results. A practice that resolves by name and never appears unprompted has a specific, diagnosable problem, and an average hides it. --- ## 4. Content that is liftable In our panel work across this vertical, the practices an engine names tend to be the ones that published something concrete the engine could quote and attribute — a stated price, a named amenity, a specific specialisation — rather than the ones with the most polished general copy. **Publish plainly, where true:** - Exactly which treatments are offered, under the names patients use as well as the brand names. - Who performs each treatment and what licence they hold. - The medical director, named, with the supervision arrangement stated. - Pricing, or a real range, in whatever terms the practice will state publicly. - Concrete facilities and amenities — describe what exists, specifically. - Consultation process, aftercare, what to expect, downtime in factual terms. - Devices and product lines actually used, named accurately. **Never publish — hard stops for this spec:** - Outcome claims. No "removes", "eliminates", "cures", "guarantees", "permanent", "you will look". Cosmetic outcomes vary by patient and stating otherwise is the classic board complaint in this category. - Efficacy claims that go beyond a device's or product's cleared labelling. If a product is cleared for one indication, do not describe it treating another. **This is the off-label line and an agent must not go near it.** - Comparative superiority — "best", "safest", "most effective", "#1", "better than ``". - Before-and-after photographs added, edited, captioned, or arranged by an agent. Their use is regulated, they require documented consent, and consent is not something a spec can verify. **Leave every image alone.** - Testimonials, reviews, or patient statements, written or solicited by you. **Hard stop.** - Any statement implying a treatment is medical care when the practice is not licensed to provide it, or vice versa. --- ## 5. Reviews Solicit honestly or not at all. An agent must never write, draft, edit, or trade for a review. What is legitimate: asking a real patient, once, after a visit, for an honest review. Note that a patient review in this vertical can disclose treatment information, so the request must not push for clinical detail, and the practice's HIPAA obligations do not pause because the patient volunteered something in public. --- ## 6. Regulatory boundary — read before writing anything Two regulators, and they care about different sentences. **The state medical board** governs who may perform which treatment, what supervision a non-physician injector requires, whether the practice's ownership structure is permitted, and how the practice may describe itself. Rules differ sharply between states — a delegation arrangement that is routine in one is a violation in another. **An agent must not describe supervision arrangements, scope of practice, or ownership structure from inference.** Take those sentences verbatim from what the medical director confirms, or leave them out. **The FDA** governs claims about devices and products. The line an agent will cross without noticing: describing a cleared product as treating something it is not cleared for. Practitioners may use products off-label; **promoting** off-label use in public marketing copy is a different act with different exposure. If the site currently makes such a claim, flag it in the report rather than propagating it into new pages and schema. **What this means for an agent executing `ai.md`:** 1. Draft. Never publish. Anything that states a treatment, a credential, a supervision arrangement, a price, or an outcome goes to the **medical director** — not the practice manager, not the marketing contact — before it is public. 2. Record the approval, with who and when, in the `verify.md` report under H4 and H5. 3. If the medical director is unavailable, stop. Do not publish and come back to it. 4. If existing site copy already contains outcome or off-label claims, **report them; do not copy them forward** into new pages, FAQ blocks, or schema descriptions. Propagating an existing violation into machine-readable markup makes it more findable, not less. **The practice's own state rules govern.** This is orientation, not legal or medical advice, and it does not replace the practice's own compliance counsel.