A substitute to specials

The purpose of specials is to generate interest in services at a time when business is expected to slow down. This in turn will keep revenue flowing. So rather than intermittent sales and promotions to keep cash flow from bottoming out, motivate consumers in a way that requires a commitment from them in the long run.

What do I mean? Let’s demonstrate by example. In our office, we have two ways of offering consumers a “special” without running specials. These offerings are an exchange of benefits between provider and consumer. A typical one-off special incurs no loyalty. The doctor offers a special, the consumer takes advantage of it and the former patient has no reason to darken the doorway of the practice until another deal is run.

Generating commitment from a patient

So we offer a benefit for prospective surgical and non-surgical patients that also benefits the office. First, the non-surgical patients. Instead of providing a special that incurs no long-term commitment, we utilize a subscription system to maintain recurring revenue for non-surgical services. With a subscription or membership, the differences explained here, the consumer receives discounted benefits but only with a monthly ongoing financial commitment.

For surgical patients, we utilize a similar game plan.  As discussed here, most offices allow patients to book a surgical procedure by only leaving a deposit. But this requires the office staff to follow-up two weeks prior to surgery and attempt to collect the balance. Collecting the remaining balance is never as easy as expected. It usually ends up with additional awkward conversations about cost, prolonged games of phone tag and potential postponement of procedures.

To minimize this, we give patients a discount on the surgical procedure if they book and pay in full at the time of consultation. 72% of our patients now book and pay in full at the time of consultation. They’re incentivized to do this because 1) they know cost ahead of time and 2) can get their finances in order by the time they come in for a consultation and 3) they receive a discount for doing so. The consumer receives the benefit of a discount on their procedure and we receive the benefit of reducing the amount of time spent trying to collect a balance. What could your office staff do if they could shift 72% of their time from one frustrating task to a more productive one?!

Using these techniques builds a financially loyal patient base that offers reciprocal benefits for both patient and practice.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Don’t offer specials. Offer commitment instead! first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

The BuildMyBod Health Concierge Experience

This experience encompasses all of the e-commerce capabilities of the BuildMyBod platform. After consumers check pricing, they can purchase non-surgical services through the BuyNow or Promos feature. Taking it to a new level is the Subscription system. This allows the consumer to purchase a Membership or a Package.

A Membership is a monthly fee the consumer pays that gives them access to discounts on multiple products and services. Our founder/CEO, Dr. Jonathan Kaplan created the Bae Club to be the vehicle for his practice’s Subscription system.

For those of you not aware, Dr. Kaplan goes by Dr. Bae on social media! As silly as it sounds, this online persona has taken on a life of its own. He’s still the same person regardless, but being Dr. Bae in the Bay Area just made sense on Snapchat and Instagram​. Spelling it B-a-e rather than B-a-y is simply a play on words. But enough about that!

Here’s an example of the Membership and Package subscriptions that Dr. Kaplan created through the Bae Club. These can be a model for other providers considering a Subscription system for their practice.

The Bae Club Injectables and SkinCare Membership:

• Up to 20% off Botox/Xeomin, fillers, Latisse and Obagi skin care products.
• Get treated, or purchase, as much and as often as you like and always get up to 20% off.
• All you do is pay a low monthly membership fee (automatically charged to a card on file).
• Purchase must be made online by clicking the button below. Can not purchase in office.

Purchase your Membership HERE!

The Bae Club Wrinkle Reducer Package: 

• Come in the office every three months, get 20 units of Botox/Xeomin and walk right out of the office!
• Instead of paying a lump fee for treatments at each appointment, you pay a little each month with an automated charge to your card on file.
• You’re getting the treatments anyway but instead of paying the full amount every three months, you pay a monthly fee that covers your cost for the year – but at a 15% discount!
• Purchase must be made online by clicking the button below. Can not purchase in office.

Purchase this Package HERE!

The video below explains the benefits to both the provider and the consumer. If you’re a provider, click here to request an account and join the BuildMyBod network. If you’re a consumer, click here to check pricing and potentially purchase services from Dr. Kaplan.

Video overview of the BuildMyBod Health Concierge Experience

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Announcing the new BuildMyBod Health Concierge Experience! first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.