Share This Post

Share on facebook
Share on linkedin
Share on twitter
Share on email

Ep.66: What’s Working Now Interview

Ep.66: What’s Working Now Interview

Sharon Thompson of Thompson Plastic Surgery shares the great results they’ve had with the “KiSS Club” to boost revenue with this turn-key strategy.

With an ROI of over 2000%, and all marketing done for the practice, it’s easier, cheaper, more predictable, and also more fun for the patients!

Thompson Plastic Surgery:

Catherine’s FREE Book:

FREE Advice Call with Catherine:


it’s Catherine Maley author of your
esthetic practice and we’ve got
a new approach to grow cosmetic revenues
for plastic surgery practices
and in a nutshell it’s a patient
attraction conversion
retention system all built into one
and we do all of the marketing for you
and all the work for you so it’s very
easy on the practice
to um initiate this into their practice
so I invited Sharon Thompson of the
plastic surgery center of new jersey to
come on and talk about her own
experience with this new strategy
and how it’s built her own practice so
Sharon thanks so much for coming thank
thanks for inviting me uh it’s great to
be here and I love to talk about
uh the kiss program it’s been working so
great for us ever since we launched it
I really appreciate your time and I’m
not going to take a ton of it but
because I know you run a busy practice
but can you just start out by saying
describe your practice sure uh well dry
Thompson is a solo practitioner
um he’s been in practice for 20 years
he had been in another practice for
nine years and then 11 years ago decided
to go off on his own
um asked me hey can you help me open up
a new practice and
and I didn’t know a whole lot about it
but I was very excited and
and here we are 11 years later and uh
it’s been wonderful
is it you’re in new jersey is it a super
competitive area of new jersey
it is it is and not only are there a lot
of other you know plastic surgeons
dermatologists in our area
but there’s also a lot of med spas and
you know
there’s a lot of competition around us
um but I think the most important thing
is just to differentiate yourself
um and you know be good to your
you know get that patient retention and
you know they keep coming back year
after year and refer their family and
friends which is really what it’s all
I say that all the time plastic surgeons
always tell me when we talk about
competition they always tell me
oh I’m about the other plastic surgeons
in their area
and it’s just so much more than that
because a patient who wants to look good
can now go to a plastic surgeon
a dermatologist an internist a med spa
and it goes on and on so I’m glad you’re
realizing that and
um and you’re doing something about it
so tell me how did
kiss get on your radar it’s called the
kiss rewards club how did that get on
your radar and what made you say yes to
sure so it’s something that I had seen
your emails
about um over time and it always
intrigued me um I’ve known about you
for years since we opened up the
practice you were actually really good
uh to me personally and to our office uh
when we were opening the practice as you
know as I said before I didn’t have any
experience prior to
11 years ago when we opened so reading
your books
um and you know your CDs and scripts and
you know all that stuff really helped me
a lot so I got your emails
and um the kiss rewards program was
focused on uh patient retention
and reaching out to those existing
patients rather than
throwing a big net out onto the internet
or you know something
more of a a bigger advertising
this was not a break the bank investment
um but it’s made a lot of sense to me
for so many reasons and so i said let’s
give it a try
and i’m glad that we did thank you so
much and tell me this
how was the onboarding for you because a
lot of the practices say oh
i can’t add anything else the front desk
is saturated um
how was that for you right right so that
was a very simple process i was very
nervous about that too
uh but you the team of viewers that i
worked with everyone was
very um easy to work with uh got
everything done any questions that i had
they were very responsive it got back to
me right away
and it was very seamless and smooth um
so um i i highly recommend and
don’t i i think that um people
practice shouldn’t be afraid of the
onboarding process because that was very
great now what benefits are you getting
from the kiss rewards club
and i know one of them you said i love
that it changed the conversation with my
patients can you talk about that
yes definitely um i’m sure all of you
know practices get the same kinds of
phone calls you know if you have any
what specials you have and you know it’s
not that we still don’t have specials
but we don’t we’ve reduced the number of
specials we’d rather build
value as opposed to offering discounts
you know that’s what we
would prefer to focus on and this
enables us to do that so
um so that conversation if somebody
calls you know do you have any specials
you can go right into
the conversation about his rewards and
and it’s great
you know and it’s an easy way to um say
uh and just kind of you know go into
more detail about it
and people get excited about it they
love collecting things and then
redeeming things it just feels
nice you know people are really enjoying
that that’s exactly what the psychology
was behind this
it’s not your typical rewards program
it’s more about collecting kisses
and that’s another thing it keeps you
out of trouble you’re not doing any fee
splitting you’re not giving anybody
money for referrals
but it’s literally um every dollar
equals a kiss
and then you collect kisses to then uh
free botox fillers or lasers and so
typically this is for non-surgical
procedures because
the writing’s on the wall it is so
competitive now and the market is so
that how are you going to enter this
marketplace by lowering your price so
then you have to deal with that in the
marketplace well then what do you do do
you lower your price to
or do you add more value and that’s what
um you have such a step ahead of
everybody else are in the area
who’s new and up and coming because you
already have
a patient list who knows likes and
trusts you so i just
it’s so logical to me you can still do
external marketing but please the easier
faster cheaper way
is to hang on to the patients you
already spent a fortune to get in the
first place
so yeah it was a natural fit for us it
really was
well you also have very good customer
service yeah yeah
thank you yeah what would you say that’s
also super helpful it can’t
i mean i can’t work with a practice
where they don’t care about customer
they have that one and done mentality
and you don’t you’re a very
friendly kind of practice um was it
always like that or
well you are pretty friendly
it’s yeah been like that it’s always
been about uh relationships uh
since the minute we opened the door and
even prior to that because
as i said dr thompson was in another
practice for nine years prior to opening
this one
and a lot of his patients came over and
followed him which i thought was
was fantastic you know we love that when
you welcome them
and um you know in the same holster with
new patients that have come along
um you know from we get phone calls from
i mean especially since we reopened
after um
the you know pandemic closure and
everything like that a lot of
patients from many many years ago have
surfaced and that’s been wonderful too
so we um we welcome we welcome new
patients existing patients
family friends you know but yes it’s all
about our
relationship is not the as opposed to
the one and done
definitely that’s not what we are about
well you know one of the features is we
are sending emails
and social posts we’re doing all the
because here’s the goal to take a
patient who likes you
and turn them into a rabid fan and too
many practices
assume and we all know what that means
that their patients of course they’ll
refer of course they’ll return
there’s no of course anymore you really
have to have a strategy
to build those golden handcuffs around a
so they actually do talk about you on
in their at a barbecue when talking to a
you can’t assume any of that because it
doesn’t people are so busy today and so
saturated with information that your
marketing strategy is not on your plan
so the the goal of kiss was to
get the patient or get the um uh yeah
your patients
to uber you know refer or uber
return and just step it all up i’m sorry
my dog’s broken
sorry yes don’t we don’t have a dog here
oh you gotta love real time okay we’re
just gonna
whittle through and hopefully he stops
them um so so sherry were there any
benefits that oh
let me back up another thing kiss does
here was another point it was
to reward your patients for good
more or less because that’s what we all
have been programmed to
to do like a gold star so we give kisses
have you noticed though like what they
say to you
things like um oh i referred a friend to
you now or i posted it on social because
i’ve noticed your numbers
absolutely but someone uh i believe got
one of
just recently within the last week
received the email
that came from you know the program not
one that i sent i still send monthly
but they’re um supplemented with uh the
emails that come from the kiss program
so a patient just received an email
and thought hey i i love it there i’ve
been doing a review
and it prompted her and immediately as
soon as i got that notification
i went and i issued those those uh kiss
rewards to her
and then she called you know the next
day and booked her appointment which was
you know and she you know have been
planning on coming anyway
but this was just that little boost that
little extra like oh hey
you know i i can get a reward and and
she got excited about it so
well you know oh there you go we send
the birthday too you get 100 kisses on
your birthday
um psychologically there’s a thing about
us completing things
so we um when you when we welcome
somebody to the kiss program we give
them 100 kisses to start
and that compels them to want to get
more kisses to get to the end result
which is
like 1 000 kisses for botox 3 000 kisses
for filler
5 000 kisses for laser and um just a
um it’s optional but it’s really for
non-surgical procedures because that’s
what we were trying to grow
however we have an element that you take
advantage of
and they can get an automatic 1000
which equals one area of botox if they
have surgery if they complete surgery
has that been beneficial to you to
to like have that little carrot yes yes
i think so because then some patients
will come
initially just you know just for surgery
um others will start as injectable
patients and then work their way to
surgery and others the other way around
and some just come for surgery and
that’s it but this allows them
to then consider oh hey wait i have a
kisses available to me you know this is
like say it’s you know a month or two
after their surgery
maybe i will get botox maybe they’ve
never had it before but
at least now they have more of an
um or say hey let’s give it a try um
and then you know they may continue and
keep up with it it’s too soon
for me to comment on that because it’s
um you know we’re still in the new
launch period but i can see from
conversations with patients
that it is going to be something that’s
going to work really well for us
absolutely after doing this for 20 years
here is something i do know as a
cosmetic patient
i am one so i partake in this quite a
bit but somebody who wants to look good
today they wanted let’s say a tummy tuck
like today
that was their focus especially a female
will then
go on to the next body part that she has
trouble with
on the goal it happens all the time
the goal is to keep them going up and
down that ladder
today it’s a tummy tuck tomorrow it’s
botox then we’re off to a filler now i
need a bleph
it really is never-ending for that’s the
part i love about our industry
we have um a an audience
who has that vanity plug that that
vanity thing
in them um and that never ends
especially with the aging process of
yes you have such a wide range of
patients age-wise
um you know who are doing you know say
lip fillers and and maybe a little bit
of botox starting maybe in their late
and then all the way up through 70s and
80s so and everywhere in between so
there’s um you know a treatment or a
that can help everyone in some way
all right that’s terrific and so it
really like
the results that you have gotten have
been fantastic um we’ve also had a
social media
piece for this and it was so interesting
because your social media
um it depends on what your your uh
husband’s doing because he’s a really
he’s really funny on social media so he
can get a lot of likes on his own
but we need more than that because he’s
not always around so we provide a lot of
social posts for you
and that is um that’s helped
tremendously with your likes and your
um have you noticed that as well we mix
it up we don’t do all just one kind of
post we like to mix it up
and in incorporating the social media
posts about the kiss rewards has really
brought a lot of awareness
and just kind of reinforcement about the
program and
again it’s only been a few months so i
think it’s only going to get more and
um you know uh well known about you know
what it’s all about
right it builds on itself by the way um
the longer we do this the more referrals
you’ll get
i hope everyone’s clear about this isn’t
retaining patience this is also let your
patients bring your new patients to you
via their friends that’s right easiest
who’s better to convert absolute
stranger patient who doesn’t know you
from adam
or that patient who says sarah
recommended or sarah referred you to me
and she’s just had great things to say
about dr thompson so i you know
i want what she had kind of thing yeah
no you’re right and then they and then i
say you know thank you and they get
their kiss rewards and then they get all
excited about it and
you know they would refer people in the
past but now i see an increase in um in
that’s the whole point anybody who would
do it before will do it more
and anybody who wasn’t even thinking
about doing it will now start doing it
the whole thing um so you know what um
there’s some some of the objections are
i already use the
vendor rewards program so why would i
add this one can you just
mention that or talk on that yeah sure
it’s great um i just
yesterday at um some a patient was
checking out
and she had brilliant distinctions
points and she had kiss rewards
and she was so happy at everything that
you know she was saving she had i think
wow she had a lot she about 220 worth of
brilliant distinctions points
um and then she had 100 free units of
botox so she
it was it was like a holiday she was
very very happy
they work well together it doesn’t have
to be exclusive
um and it doesn’t take much more time
you know you issue the brilliant
distinctions points you issue the kiss
it takes seconds it’s not more than that
and just a distinction between us and
brilliant distinctions a patient can use
that at any practice
and our program it can only be used in
your practice
that’s right we’re trying to better be
important yes very important
okay um anything else you want to say
kiss or or in general like marketing do
you think
it has decreased your advertising costs
yet increase your
results yeah i would say so um
you know we um haven’t done an analysis
yet because again it’s a little bit
um but we don’t do a huge amount of
other kinds of advertising we did
back in previous times we had been done
some local
commercials and things like that
streaming but we haven’t done that
in since march and we still have a lot
things going on a lot of referrals so we
really haven’t felt the change of
not investing that way and investing
this way
we were doing both before so we still
um you know i think it’s a very
way of marketing maybe in the future we
may go back to other things but
right now my focus is on uh marketing
to to our current patients um giving
them the incentives through the kiss
and i’m excited to see to you know after
you know
prop at the end of the year to see how
successful i read the reports that you
and that’s another great thing i want to
bring up um that those those
monthly reports you can actually see you
know it’s not just guessing oh yeah we
you know this many calls oh yeah i think
this ad is working or i think this
billboard is working
this is really you know concrete because
you can see
exactly how many referrals how many um
surgeries how many um uh
google reviews that’s what i’m looking
for it’s just everything is there
so um it makes it really easy to see uh
how it’s working
for each practice and uh just to add to
that it’s not just
numbers it’s names like we are tracking
the heck out of this
we we know who those uber patients are
and we’re telling you
who well you know too but we put it in
writing and we’re watching the patient’s
and that just tells you so much about
your practice your customer service
um it just it’s good intel you know
yeah it is it really is yeah all right
so i i
recommend it and um and i thank you for
for coming up with such a great idea
thank you
and sharing it i really appreciate
having you as a partner
because that’s how i look at this we are
partnering to grow your cosmetic
and the numbers are just going to keep
getting better so thanks sharon i really
appreciate it and have a great day
thanks you too thank you

























































































































































































































































































































































































































































































































































































Catherine Maley

Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.


Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.



More To Explore