A PINPOINT LOYALTY PROGRAM CASE STUDY
Pinpoint’s work for B+A Medical Aesthetics included a comprehensive patient loyalty program to encourage both bariatric/medical weight loss patients and aesthetic patients to continue their face, skin, and body transformations. In collaboration with the B+A Team, Pinpoint created program mechanics, marketing assets, and launch tactics to build awareness and traction for this new program in the practice.
THE CHALLENGE
Pinpoint collaborated with B+A board-certified surgeons, Dr. Nicole Basa and Dr. Alan Abando to create a loyalty program that would reward patients to continue with regular visits to the B+A Medical Aesthetic Center after their weight loss journey, as well as attract and retain aesthetic clients to benefit from the same program. The goal was:
Transformation from Start to Finish: A Membership Program to Continue Patients’ Metamorphosis
Pinpoint’s work began with creating the B+Amazing Membership brand persona to fit within the B+A brand, which Pinpoint also developed. In collaboration with B+A, we developed a three-tier membership program that brought clients into the practice monthly. Each level was branded to make the clients feel special, whether they chose a Silver, Gold, or Platinum membership. With each new membership, the client received a beautifully branded Welcome Box, containing luxury gifts to make them feel pampered. Every touchpoint was developed with a patient-centric mentality at the forefront.
Creating Brand Loyalty through a Membership program.
Because Medical Weight Loss patients undergo an extensive transformation, they must trust in their surgeons. With these patients in mind, Dr. Basa and Dr. Abando–along with their team of aesthetic experts–assist their patients in continuing to take excellent care of themselves: they offer the latest technology in aesthetic treatments, including injectables, facial rejuvenation, body sculpting, and skin tightening.
Pinpoint created a lobby loop video, a membership brochure that outlined the three tiers of membership, a point-of-purchase poster, social media assets, website collateral, and launch e-blast – each raising the profile of the program in the practice and making it desirable for their weight loss members to join.
The program was positioned to also attract aesthetic patients as well–enabling the practice to leverage the same program across both important patient demographics. A welcome gift was developed that consisted of a branded box containing a: Candle, Glass Water Bottle, Ice Roller, Makeup Bag, Pen, Round Lip Balm, and a Velcro Headband.
Start with Weight Loss… leave completely transformed
Pinpoint’s loyalty process allows practices in aesthetics to retain clients and patients at higher levels. Building loyalty with an aesthetic practitioner allows the clients to see more consistent results, which motivates and incentivizes them to receive treatment more regularly–increasing ROI, share of wallet, and client retention.
Pinpoint is absolutely phenomenal!
Pinpoint is absolutely phenomenal! They really listened to us and are great at drawing the key elements to develop our brand and materials. They got to know us better than we did ourselves!!! They are also so prompt in their responses to questions and needs. They are awesome! I highly recommend Pinpoint Creative. Fantastic!
- DR. NICOLE BASA & DR. ALAN ABANDO
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