Loyalty schemes, memberships, and rewards for aesthetic clinics

Building lasting relationships with clients is the cornerstone of every successful business, especially in a competitive sector like aesthetics where there’s a strong emotional element to the services being provided too.

Loyalty schemes, memberships, and rewards programmes are powerful tools that you can utilise in your clinic to foster these relationships while boosting revenue and brand advocacy. In this article, we dive into what these initiatives are, their benefits, and how your clinic can implement them effectively.

What are loyalty schemes, memberships, and rewards programmes?

Most of us use rewards, loyalty and membership in our daily lives. Whether we have a Nectar card/Clubcard that we get points on every time we shop, air miles we collect when we use our credit card or have chosen a particular tier of membership to the gym or even a TV subscription, these schemes are part of everyday life. But what’s the difference between them, and how can they work for clinics?

Loyalty schemes

Loyalty schemes are structured programmes that incentivise repeat business by rewarding clients for their ongoing engagement with the clinic. Rewards can include discounts, points, vouchers, or other perks that encourage customers to return

Memberships

Membership programmes involve a recurring fee (monthly or annually) that gives clients access to exclusive benefits, such as discounted treatments, priority booking, or free services. They create a sense of exclusivity and foster deeper client relationships

Rewards programmes

Rewards programmes focus on incentivising specific actions, like referrals, reviews, or frequent purchases, by offering points, vouchers, or other benefits. These programmes are often integrated with loyalty schemes to provide a seamless client experience.

Why should aesthetic clinics invest in these initiatives?

Loyalty schemes, memberships, and rewards programmes can be beneficial for both patients and clinics. And in 2025, they are set to become even more popular, according to business coach Vanessa Bird, AKA The Aesthetic Consultant. “One thing I think is definitely big for 2025 is loyalty schemes and memberships in clinics. It's popular in America and is definitely moving over here. It helps lock in that long-term relationship with patients, makes them feel valued, and illustrates that this is not just a case of, let's come and go for a treatment, this is a long journey that we want to go on with you, and we want you to invest in this.”

Benefits for clinics

• Customer retention: Retaining loyal customers is more cost-effective than acquiring new ones. A well-designed programme means clients are more inclined to return for regular treatments.
• Increased Customer Lifetime Value (CLV): By encouraging consistent visits, clinics can maximise the revenue generated from each client over time.
• Predictable income streams: Membership programmes provide a steady flow of revenue through recurring fees.
• Customer insights: These programmes capture valuable data on customer preferences, allowing for targeted marketing and personalised servicesCost efficiency: Happy, loyal clients require less marketing spend and are more likely to refer friends, amplifying your reach at a lower cost.
• Brand advocacy: Satisfied members and loyal customers become vocal advocates, sharing their positive experiences with others.

Benefits for patients

• Exclusive benefits: Discounts, priority access, and free treatments create a sense of value and exclusivity.
• Budgeting convenience: Memberships can make aesthetic treatments more affordable by spreading costs over time.
• Enhanced satisfaction: Personalised recommendations and rewards for loyalty improve the client experience.
• Consistency in care: Memberships encourage regular treatments, making sure clients maintain their desired aesthetic results.
• Community feel: Programmes foster a sense of belonging, making clients feel like valued members of the clinic.

Designing loyalty and membership programmes

To make these programmes successful, clinics need to tailor them to their clientele and business model. Here are some effective strategies:

Loyalty schemes

• Points-based rewards: Clients earn points for every pound spent, which can be redeemed for certain treatments or products
• Referral bonuses: Reward clients who refer friends with discounts or free services. Here, you can combine referral incentives and loyalty rewards, making it easy for clients to earn perks while growing the clinic’s customer base
• Tiered rewards: Offer increasing benefits as clients reach spending milestones, creating an aspirational element

Membership programmes

• Static model: Clients pay a fixed fee for a set number of treatments or a consistent percentage off all services
• Dynamic model: Tailor packages based on individual client usage patterns, offering flexibility and personalisation
• VIP perks: Include benefits like early access to new treatments, insider information, discounts, priority booking, and access to exclusive events. This creates a sense of VIP treatment for members

Rewards programmes

Action-based points: Award points for specific activities, such as booking online, reviewing treatments, or following the clinic on social media

Free postage and credit: Offer free shipping on product orders (if applicable) or credits that can be used for future purchases

Make the most of seasonal holidays and events

Seasonal events like Christmas, Black Friday, and other holidays provide excellent opportunities to enhance your clinic’s loyalty, rewards, and membership programmes. For Black Friday, you could offer double loyalty points on purchases or exclusive early-bird discounts for members, for example, creating a sense of urgency and exclusivity.

During the Christmas season, consider gifting members with festive perks such as complimentary add-ons, holiday-themed treatment packages, or bonus points for holiday purchases.

Additionally, seasonal raffles or exclusive discounts on gift cards for loyal clients can make your rewards programme feel more celebratory. These seasonal tie-ins not only incentivise engagement but also help position your clinic as a thoughtful and festive destination, driving client retention and new sign-ups during peak spending periods.

Best practices for implementation

1. Understand your clients: Use customer data to design programmes that meet their needs and preferences.
2. Keep it simple: Avoid overly complex structures; make it easy for clients to understand and access benefits.
3. Promote the programme: Highlight the advantages of your loyalty or membership scheme in your marketing efforts.
4. Evaluate and adapt: Continuously monitor programme performance and adjust based on client feedback and business goals.
5. Stay ethical: Remember you should never be offering incentives for surgery or prescription-only medications like botulinum toxin or weight loss medication.

Loyalty schemes, memberships, and rewards programmes are more than just add-ons – they’re becoming more and more integral to building a thriving aesthetic clinic. By investing in these initiatives, you can not only boost revenue but also cultivate long-term relationships with your clients, turning satisfied customers into loyal advocates.

For more content from the Hamilton Fraser Content Hub check out these articles on:

How to price aesthetic procedures for profit

How to make sure your patients leave happy

How AI is revolutionising aesthetic medicine

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