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Building Buzz-Worthy Patient Loyalty Programs

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Tips and tricks for putting together a patient loyalty program that will be a success in your practice.

Published in: Marketing
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Building Buzz-Worthy Patient Loyalty Programs

  1. 1. Building Buzz-worthy Patient Loyalty Programs LOYAL PATIENTS = THRIVING PRACTICE Tamara Vileta-Wells
  2. 2. Tamara Vileta-Wells (Tami) Marketing strategist / visual communicator / brand designer / 30 years President / Creative Director Pinpoint Help practices attract and keep patients through engaging brand communication
  3. 3. LOYALTY IS GOLDEN
  4. 4. GREAT BRANDS HAVE FIERCLY LOYAL CUSTOMERS
  5. 5. 1) Makes repeat purchases 2) Purchases across most product and service lines 3) Provides new customer referrals 4) Willing to pay a premium price 5) Demonstrates total immunity to the pull of competition LOYAL CLIENT PROFILE LOYALTY PATIENTS = THRIVING PRACTICE
  6. 6. MY LOYALTY STORY
  7. 7. MY LOYALTY BUILT OVER TIME
  8. 8. • 81% of consumers are more likely to continue doing business with brands that offer loyalty programs • 75% of consumers say loyalty programs are part of their relationship with brands • 73% of loyalty programs members are more likely to recommend brands with good loyalty programs • 86% of consumers say loyalty is primarily driven by likeability and 83% of consumers say trust • Value for money is a more important loyalty driver for Baby Boomers (70%) and Gen X (70%) than it is for Millennials (65%) and Gen K (61%) CUSTOMER LOYALTY STATISTICS: 2016 EDITION
  9. 9. • 76.82% of women and 73.84% of men are likely to shop with a brand that has a loyalty program • 74.17% of women said they would refer a friend to a loyalty program that they participate in vs. 67.05% of men • 63% of loyalty program members believe having a wide range of rewards and offers is the most important aspect of a loyalty program • 70% of consumers modify the when/where they purchase from in order to maximize points or investment • 66% of consumers modify amounts they spend to maximize points or investment CUSTOMER LOYALTY STATISTICS: 2016 EDITION
  10. 10. 1) Reduced marketing costs 2) Lower transaction costs 3) Reduced customer turnover expense 4) Increased cross-selling success 5) Increased profitability 6) More positive word of mouth 7) Higher employee retention & moral 8) Better insulation from price competition 9) Strengthened market position THE JOYS OF LOYALTY LOYALTY PATIENTS = THRIVING PRACTICE
  11. 11. THE LOYALTY LADDER 1) Target Audience 2) Prospect 3) First-time Customer 4) Repeat Customer 5) Brand Loyal Client 6) Truly Loyal Client Building loyalty in your practice begins by identifying where patients are on the loyalty ladder and having the systems and strategies in place to move them up, rung by rung. 1 2 3 4 5 6 LOYALTY PATIENTS = THRIVING PRACTICE ZONE OF TRUST
  12. 12. NURTURE THESE RUNGS 5 6 LOYALTY PATIENTS = THRIVING PRACTICE
  13. 13. BUILDING BUZZ WORHTY LOYALTY PROGRAMS FOR YOUR MOST LOYAL PATIENTS LOYALTY PATIENTS = THRIVING PRACTICE
  14. 14. START WITH A NAME 1) Make is short 2) Make it meaningful/desirable 3) Make it “sticky” 4) Make it durable 5) Make it consistent with your brand LOYALTY PATIENTS = THRIVING PRACTICE
  15. 15. MAKE IT TANGABLE 1) Commemorative item 2) Graphic Treatment 3) High end, savvy look & feel 4) Packaged in a memorable way 5) Worthy of sparking a conversation LOYALTY PATIENTS = THRIVING PRACTICE
  16. 16. BUILD A PROGRAM STRUCTURE THAT’S RIGHT FOR YOUR AUDIENCE AND GOALS 1) Build in “skin in the game” / commitment 2) Build in purchasing across all service/product lines 3) Build in “total share of customer” 4) Reward for referrals 5) Build in Strength 6) Make it Simple and uncomplicated
  17. 17. MAKE IT VISIBLE x 10 1) Dedicated web page plus links 2) eBlasts & newsletters 3) Digital monitors 4) Check out and in-room kiosks 5) Direct mail 6) Program brochure, flyer 7) Staff t-shirts/buttons 8) Posters/Popups 9) Promotional products 10)Launch Events
  18. 18. MAKE IT SUCCEED FROM GROUND UP 1) Love 2) Belief 3) Early engagement 4) Solicit ideas 5) Train 6) Incent 7) Trial 8) Top of mind 9) Milestones 10)Improve LOYALTY PATIENTS = THRIVING PRACTICE
  19. 19. LOYALTY PATIENTS = THRIVING PRACTICE
  20. 20. LOYALTY PATIENTS = THRIVING PRACTICE
  21. 21. LOYALTY PATIENTS = THRIVING PRACTICE
  22. 22. LOYALTY PATIENTS = THRIVING PRACTICE
  23. 23. LOYALTY PATIENTS = THRIVING PRACTICE
  24. 24. LOYALTY PATIENTS = THRIVING PRACTICE
  25. 25. LOYALTY PATIENTS = THRIVING PRACTICE
  26. 26. LOYALTY PATIENTS = THRIVING PRACTICE
  27. 27. LOYALTY PATIENTS = THRIVING PRACTICE
  28. 28. CHARLIE CARD RESULTS: Straight from Charlie’s mouth… “Proud to say, we've sold 439K as of 1/22/16!! I believe that’s averaging just under 100k per month 😉 Best of all, it helps with not only loyalty, but retention! These folks keep coming back for more, because they feel I identified their goal: They pick what treatment THEY WANT, and they pick what amount THEY WANT to save ❤”
  29. 29. LOYALTY PATIENTS = THRIVING PRACTICE
  30. 30. PATIENT LOYALTY | How to Earn it. How to Keep it.
  31. 31. LOYALTY PATIENTS = THRIVING PRACTICE
  32. 32. LOYALTY PATIENTS = THRIVING PRACTICE
  33. 33. LOYALTY PATIENTS = THRIVING PRACTICE
  34. 34. LOYALTY PATIENTS = THRIVING PRACTICE
  35. 35. LOYALTY PATIENTS = THRIVING PRACTICE
  36. 36. LOYALTY PATIENTS = THRIVING PRACTICE
  37. 37. LOYALTY PATIENTS = THRIVING PRACTICE
  38. 38. NEW YOU VIP PROGRAM RESULTS 1) Program launched in Spring of 2016 2) To date they have 198 members 3) Overall practice sales are up 40% in ALL services since program inception. 4) They have sold $82,000 in membership fees alone. 5) Patient feedback: like the idea of having a dedicated discount throughout many non surgical options 6) Staff feedback: loves the idea because they can introduce a discount and have the opportunity to promote other services without being pushy.
  39. 39. LOYALTY PATIENTS = THRIVING PRACTICE
  40. 40. PATIENT LOYALTY | How to Earn it. How to Keep it.
  41. 41. LOYALTY PATIENTS = THRIVING PRACTICE
  42. 42. LOYALTY PATIENTS = THRIVING PRACTICE
  43. 43. LOYALTY PATIENTS = THRIVING PRACTICE
  44. 44. LOYALTY PATIENTS = THRIVING PRACTICE
  45. 45. LOYALTY PATIENTS = THRIVING PRACTICE
  46. 46. LOYALTY PATIENTS = THRIVING PRACTICE
  47. 47. LOYALTY PATIENTS = THRIVING PRACTICE
  48. 48. LOYALTY PATIENTS = THRIVING PRACTICE
  49. 49. RALLYING THE TROOPS LOYALTY PATIENTS = THRIVING PRACTICE
  50. 50. 1) Replace satisfaction goals with loyalty goals 2) Analyze what it takes to keep a client and then constantly provide it 3) Make customer loyalty part of your corporate culture SETTING LOYALTY GOALS LOYALTY PATIENTS = THRIVING PRACTICE
  51. 51. “Respect is earned. Honesty is appreciated. Trust is gained. Loyalty is returned.”
  52. 52. THANK YOUTamara Vileta-Wells 206-427-3241 tami@pinpointcmu.com

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