Building Buzz-Worthy Patient Loyalty Programs

Building Buzz-worthy
Patient Loyalty
Programs
LOYAL PATIENTS =
THRIVING PRACTICE
Tamara Vileta-Wells

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

GREAT BRANDS HAVE FIERCLY LOYAL
CUSTOMERS

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

• 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

• 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

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

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
ZONE OF TRUST

NURTURE THESE RUNGS 5
6

BUILDING BUZZ
WORHTY LOYALTY
PROGRAMS FOR
YOUR MOST
LOYAL PATIENTS

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

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

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

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

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

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 ❤”

PATIENT LOYALTY | How to Earn it. How to Keep it.

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.

RALLYING THE TROOPS

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

“Respect is earned.
Honesty is appreciated.
Trust is gained.
Loyalty is returned.”

THANK
YOUTamara Vileta-Wells
206-427-3241
tami@pinpointcmu.com

Building Buzz-Worthy Patient Loyalty Programs

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