Title - Story for newsletter licence Tags - nllstory
Story about
- The inciting incident
- Early days of business
- Breakeven or loss every month
- Progressive complications
- No capacity for more appointments
- Maria pregnant; on mat leave
- No good local sonographers to employ
- Crisis
- Covid-19 pandemic
- Had to close for two months
- Fear of in-person appointments
- Climax
- Needed to find a way to profit NOW
- Cutting expenses only got us so far
- Resolution
- Of 3 ways to grow business, getting more new clients most expensive and no capacity for more appointments
- Searched for ways to increase ATV and purchase frequency so we could reduce spend on new client acquisition, make more from each appointment, and maximise value of each client
- We realised that clients had such a great time they wanted to come back again but they procrastinated, forgot, chose to spend their money elsewhere - especially when tightly governing expenses during uncertainty of pandemic
- Take-home packs provided a ready-made distribution channel we could leverage to invite the next progressive purchase
- Every client has basic sales letter added to pack with proposition to book next scan + deadline incentive
- Result?
- Point made
- Retaining patients better can be as simple as systemtically inviting them to take the next logical step
- Most practices have underutilised, low-cost, low-risk distribution channels to pass marketing messages to existing patients