Cosmetic Surgery and Beauty Magazine #68

industry
is no better way to reward patients, deliver results and keep clients committed.
Most importantly, this can be achieved without the need for heavy discounting.
Provide benefits – in a way that
suits your business
Similar to the membership programs seen at gyms and health clubs, clinic
memberships are a way to offer specific benefits to clients. Most importantly,
however, the clinic retains control over what’s on offer.
‘Membership programs can be customised to suit any clinic – depending
on their most popular offerings and which clients they’re hoping to cater to,’
Shortcuts educator Brooke Morkham-Calvert explains. ‘A clinic might have
several membership programs on offer, depending on their specific services. By
offering separate programs for anti-ageing, hair removal, body treatments and
even products, you’re guaranteed to have something for everyone.’
ATTRACT NEW CLIENTS
The
benefits of
Membership
programs:
Attract new clients
Keep clients
committed
Provide exclusive
benefits
Encourage
upselling
Increase profits
The flexibility of Memberships makes it an effective way to attract new clients as
well as keeping existing clients interested.
‘Offering a membership program is a great way to sign up new patients,’
Morkham-Calvert explains. ‘For example, a facial rejuvenation membership
could involve a series of payments over six or twelve months – an attractive
prospect for a potential new client who wants regular treatments without
over-paying.’
‘You can build entire campaigns around these programs, to really start to
increase your client base. You could even make them available solely for new
clients who sign up – it could be that extra little incentive needed to get them
over the line,’ Morkham-Calvert adds.
OFFER CONVENIENCE
‘Membership programs are particularly suited to clinics, as the investment
required for a series of treatments can be broken into regular, smaller payments,’
Morkham-Calvert explains. ‘Paying a membership fee – as opposed to paying
larger upfront sums for multiple individual treatments – can be very attractive to
clients and encourages them to adhere to their treatment plan.’
‘Clinics can also choose whether clients pay upfront or in weekly, fortnightly
or monthly instalments, depending on business needs and what they feel bests
suits their clients,’ Morkham-Calvert adds.
Improve profitability
Membership programs help secure long-term client commitment by offering bitesized
discounts or bonus add-ons. This can help increase cash flow, enables
clinic owners to plan ahead, and also provides the perfect opportunity to upsell.
‘We know that clients who are signed up to a membership program are far
more likely to treat themselves to a product or add-on service during their visit,
which is a huge driver of revenue for clinics,’ Morkham-Calvert said.
‘As most Memberships payments are made automatically, they won’t need
to pull out their credit card to pay for their treatment – making it much easier to
explore additional options that could be of benefit.’ csbm
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