MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
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The first loyalty program Pruitt launched in 2008 allowed medical aesthetic practice, it could be a 'frequent flyer' program patients to buy a package of services and receive one free for injectables," says Malan. treatment. For example, if a patient purchased a package of IPL Members of Infinity's V.I.P Patient Program pay $80 per . treatments, she would pay for four treatments and get the fifth month and get one facial and one massage each month. "If they one free. "It worked fine, but it wasn't great for retention," he don't use it, they don't lose it," says Malan. "If a patient is really says. "I think part of it was that once you're in a package, the busy one month and doesn't utilize the appointment, she can mindset is to fulfill the obligations of the package. The esthetiget two facials next month. You can use this model and adapt it, cians were really just saying, 'OK, what are we going to do for depending on what you specialize in or if you have a segment in today's IPL facial,' rather than creating a holistic program for your business that is lagging." that patient's skin. For the patient, after the third treatment, In addition to offering deeply discounted services to members, someone might say, 'Hey, diminishing results here. I'm not seeInfinity hosts V.I.P .-only parties twice a year where members can ing anything.'" bring a friend and try new services for free. In these cases, the medspa would allow the patient to switch Pruitt promotes his Golden membership program through a her packages around and try a different treatment. "But what variety of seasonal themes, such as repairing sun damage in the we were relying on was the patient speaking up," explains Pruitt. "You have to wonder if other people were experiencing the same thing but not saying anything. Instead The following companies offer products and services—from swipe cards to they were thinking, 'This really isn't loyalty program management and analytics—to aid in new patient acquisitions, doing anything, I don't know if I'm retention and referrals. going to come back here.'" Nuvision chose to scrap the ment reminders, and referral source and Aspire Lifestyles (aspirelifestyles.com) is equipment-based packages and marketing campaign tracking. a point-based system that allows custommove to concern-specific memberers to redeem loyalty points to purchase Perkville (perkville.com) is an automated ship programs. "We have a Golden products and services. reward program that integrates with POS membership that allows you to DemandForce (demandforce.com) offers systems, enabling customers to earn, track have a facial and laser treatments or and redeem points based on purchases, a variety of email and mobile messaging peels," says Pruitt. "We also have an social media mentions and more. options. Practices can send appointment Acne Program that allows patients reminders and confirmations, create social Renew Advantage (renewadvantage. to receive acne-based treatments, media campaigns and develop customized, com) was developed specifically for aesincluding Isolaz laser treatments, automated email and mobile communicathetic medical practices. It is a point-based peels and facials." The Golden tion programs for patients. loyalty program that can be customized membership is $199 per month, to track purchases, referrals and EVO/PRN (evorecruiting.com) offers and includes two treatments. Loyalty Vendors Loyalty vs. Membership Malan points out that, today, loyalty and membership programs are "morphing into one." With membership programs, patients pay a monthly fee—similar to a gym membership—that allows them to receive a set number of services often at a steeply reduced price. The benefit to practices and medspas is that this allows them to more accurately predict their revenue and bookings. "If you're a medspa, it could be a massage and facial program. If you're strictly a loyalty cards and points that are tracked through a cloud-based system. The program includes comprehensive online analytics to track efforts. Kiss Rewards (kissrewardsapp.com) offers loyalty and referral mobile apps on platforms like iTunes and Google Play to attract new patients and increase loyalty among existing patrons. Loyal Blocks (loyalblocks.com) offers an automatic punch card app for patients and a LoyalBlocks Base-Station for business owners that automatically adds points as soon as the patient walks into the practice. NexTech EMR (nextech.com) includes several marketing tools including appoint- member benefits. SpaBooker (spa-booker.com) allows practices to create tiered membership programs and track member benefits and usage. SolutionReach (solutionreach.com) helps business build patient retention through appointment reminders, custom messaging, personalized birthday wishes and a variety of other support platforms. SpotOn (spoton.com) sends participating businesses their own tablets, on which they can customize rewards. Customers scan their cards or tablet app to earn points on purchases. Interactive graphs allow you to track results in real time. medestheticsmagazine.com | JANUARY/FEBRUARY 2014 49