While most marketing strategies focus on getting new clients into the practice, they miss one of the most effective ways to grow your bottom line which is implementing dedicated strategies to retain and nurture current clients. While retention marketing might seem like a trendy term, it holds paramount significance for the growth and longevity of a medical aesthetics practice. In essence, retention marketing centers around encouraging repeat purchases from previous customers, which can dramatically increase the lifetime value of the patient. We recommend spending 10 – 20 percent of the total marketing budget on specific retention marketing efforts and allocating internal resources to focus on these marketing opportunities.
Why Focus on Retention Marketing Strategies for Your Aesthetic Practice?
The primary objective is to encourage increased frequency and get the most out of clients you already have in your customer database. The significance of retention marketing becomes evident when considering its potential to enhance the lifetime value of each patient. By encouraging repeat purchases and interactions from previous clients, the practice not only solidifies its relationship with them but also benefits from increased revenue over time.
Before getting into some specific strategies ask yourself these retention marketing questions:
- What percentage of revenue is coming from new vs. previous clients?
- What specific efforts is your marketing team implementing for client retention?
- Do clients feel an emotional connection to your brand?
- Are you segmenting your email database?
Now that we’ve established the crucial significance of retention marketing, recognizing it as a pivotal element in fostering sustained business growth, it’s imperative to delve into actionable strategies that have proven to be effective. Retention marketing, far from being a mere concept, unfolds as a dynamic and strategic approach to not only retain existing clients but also to maximize their value over the long term. The pursuit of effective retention marketing strategies involves a multi-faceted approach. It combines the allure of exclusive benefits with the power of personalized communication, all underlined by a genuine commitment to understanding and meeting the evolving needs of the patient. As we explore these proven strategies, we unlock the potential to not only retain but truly cultivate lasting relationships with a satisfied and loyal customer base.
Here are 9 Examples of Retention Marketing for Your Aesthetic Practice
Loyalty Programs: Implementing a loyalty program that rewards customers for repeat purchases or consistent engagement, fostering a sense of appreciation and exclusive benefits. This could be for botox or skincare; we have seen a lot of success using loyalty programs in generating recurring revenue and increasing patient value.
Personalized Email Campaigns: Sending targeted and personalized email campaigns based on a customer’s previous interactions or purchases, providing relevant content and exclusive offers. An example could be sending an e-blast to anyone who has had one type of treatment and sending them an offer for something complimentary like someone getting Botox but not filler.
Exclusive Discounts for Repeat Purchases: Creating unique experiences and special discounts or promotions to clients who make repeat purchases. This allows them to connect with the brand and encourages them to return and make additional transactions within your aesthetics business.
Customer Feedback Surveys: We love gathering feedback through surveys to understand patient satisfaction, areas for improvement and showing a commitment to enhancing their experience. Any positive comments can be shared on social media and negative comments can be used for training opportunities.
Birthday and Anniversary Offers: Sending personalized offers or discounts on customers’ birthdays or the anniversary of their first purchase allows for an easy touchpoint and celebration of a milestone, which can create a sense of community and recognition.
Educational Content and Resources: Providing in-office educational content and on-going educational resources that add value to the customers’ experience can help foster a long-term relationship while showcasing your expertise. Sharing daily Instagram stories would be a great example of this form of retention marketing, along with YouTube Shorts and long-form video.
Patient Models: Does your practice ever need a model for social media content or for training on a new treatment? Offering this to a select group of VIP patients or early access to new products or services, provides special treatment for customers who have demonstrated loyalty.
Surprise and Delight Initiatives: This is a practice game changer. Incorporating unexpected rewards or gifts for loyal customers, creates positive surprises strengthening the emotional connection with your brand. Something as simple as a free skincare sample, a chemical peel, a free upgrade or a postoperative kit, can WOW a client and make their experience more than 5-Stars.
Community Building: Establishing a sense of community through local partnerships, social media groups, or local events where customers can connect with your team and your brand can enhance their sense of belonging. Some examples include a charity walk, volunteering as a team and creating partnerships with businesses that have similar clientele.
Retention marketing is a vital strategy for every medical practice aiming to minimize costs while maximizing profits. It proves to be more cost-effective and simpler to retain previous patients than to acquire new ones. Enhance the customer experience by providing personalized communications and exclusive discounts to optimize retention rates. Keep in mind that pleased customers are not only more likely to stay but also become advocates, contributing to word-of-mouth marketing that expands your customer base.
Need help creating an effective retention marketing strategy to promote your practice? Our marketing experts are well-versed in the strategies needed to retain clients and increase lifetime value through proven retention campaigns. To learn how our team can help you stand out, contact us at MD Internet Marketing today!