A patient loyalty program for plastic surgeons doubles your patient interaction without doubling your advertising budget.
Say you have a new Botox patient. They have a nice experience with you and leave happy.
However, once they return to real life…they forget about you.
And when their Botox wears off and they see another practice offering cheaper Botox, they try them.
You just lost a cosmetic patient who has a lifetime value of thousands of dollars.
On the other hand, let’s say you have a new Botox patient AND you have a patient loyalty program in place.
This time the Botox wears off of your patient and they think,
“Maybe I should check out this other practice”….But I’m only $200 away from my Free cosmetic service. And what if that other practice is not worth it after all? I’m sticking with my current practice.”
That’s the power of an effective patient loyalty program for plastic surgeons. It aims to:
- Retain new cosmetic patients
- Increase engagement and brand loyalty
- Move patients towards other procedures as well as surgery
What are the benefits of a patient loyalty program?
The benefits of your own unique patient loyalty program for plastic surgeons are numerous such as:
- Differentiates your brand from your competition
- Reduces your advertising spend
- Replaces discounting your services with rewards instead
- Retains existing patients that is so much easier (and more budget-friendly)
than acquiring new ones
- Identifies churn patients simply by checking their user activity
- Helps you discover which patients are your strongest brand evangelists
and potential influencers for your brand
- Identified patients who have influencer potential for your brand
Why Your Patients Love Loyalty Programs
A patient loyalty program for plastic surgeons only works well if your patients love it. And they love a loyalty program that makes them feel valued and appreciated.
This is where the law of positive reinforcement kicks in.
It’s based on psychology and conditioning. The behavior you want to encourage, you reinforce positively with a reward.
The reward gained is associated with the reinforced stimulus and the behavior is repeated.
For example, The KiSS Rewards Club, has the patient collect KiSSes that go towards free cosmetic services.
The patient gets a personalized email congratulating them on their KiSS status and encouraging them to return soon since they are that much closer to receiving a reward.
It’s exciting for the patient to reap the benefits of a reward and the practice keeps this patient from wandering off to their competitors.
Why Patient Loyalty Programs Fail
It’s common for practices to devise their own loyalty program or use pharma-sponsored programs. But, this is why they fail:
Pharma vendor loyalty programs do NOT differentiate you. Patients can use their points at ANY practice so you’re not building loyalty (which is ironic).
It’s Too Complicated!
Most loyalty programs are run by corporations that are heavily regulated so they add so much “legalese” and terms and conditions, it’s not “fun to play”. So, when a patient thinks they have won a reward and are told no because of some loophole in the rules, they are embarrassed, frustrated and quit.
If your staff needs extensive training to understand the rules and the platform, they won’t want to comply. They are already busy and adding on a complicated software that is NOT user-friendly causes strife and tension with your team.
Patients are NOT Excited About It.
If the staff is not excited about it, the patients won’t be either. I personally have checked out from an injectable treatment and was told I’m close to winning $50 off my next treatment but I didn’t even know why or what they were talking about. Patients have to be engaged in the process. They must know where they are now and what else they need to do to “win the prize”. That’s what keeps them excited about returning to you.
You Don’t Market It
Most practice loyalty programs fizzle out because you don’t have a marketing plan to attract new patients to it and keep current patients excited to participate. Like everything else in life, you get out of it what you put into it. It’s takes on ongoing marketing plan of in-house signage, email, social media and texting to keep your loyalty program alive and well.
Yes, loyalty programs are effective. Because it will increase your practice growth, boost patient retention and improve your brand’s reputation.
And yes, you can create your own, use a Pharma vendor’s or use the one I created at www.KissRewardsClub.com since the marketing is done for you.
But whichever you choose, be sure to treat it as a profit center by reviewing the numbers every week, month, quarter and year to ensure you’re getting all the benefits out of it that build your practice from the inside out.