ACQUISITION vs. RETENTION: Measuring, Managing & Mastering Aesthetic Patient Loyalty in 2026

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Jessica Wisner: Hey, hey, everyone! Welcome, welcome!

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Jessica Wisner: We’re gonna give everyone a few minutes to start joining.

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Jessica Wisner: And then we’ll start introductions and get started with the, presentation with Isaac, my good friend here. So we’re gonna give everyone just a few minutes to join. I’m gonna monitor and see how many people… it looks like we’ve got people still joining.

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Jessica Wisner: So, we’ll give that a few minutes.

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Jessica Wisner: And here they come, they are filtering in.

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Jessica Wisner: So, should be a really good webinar.

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Izhak Musli: Yeah, and I appreciate everybody joining us on a Wednesday evening.

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Jessica Wisner: Yes.

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Jessica Wisner: Yes, late on a Wednesday evening for our East Coasters. And then just while everyone’s joining, and I’ll probably say this a few times before we get started, but there is a live chat that you can post in at any point during the presentation.

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Izhak Musli: And then ask any questions, and I will even interrupt Isaac mid-sentence if I need to, if there’s a question that’s really good. So, I want to make sure you guys know that you can do that, and use that, that chat tool that’s at the bottom.

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Jessica Wisner: So, but yeah, we’ll give this just a few more minutes.

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Jessica Wisner: See what is going on… Now, Isaac, are you going to any conferences soon?

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Izhak Musli: Yeah, I’m gonna be at the MedSpa Pro.

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Jessica Wisner: Oh, awesome! November, right? The early November.

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Izhak Musli: I can hear you Bone?

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Jessica Wisner: Okay.

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Izhak Musli: We’re actually going to give, not similar talk, but also on the topic of, like, loyalty, and retention and memberships, and stuff like that. It’s obviously a hot topic nowadays, and very relevant to a lot of things that we do. Oh, yeah. And then we have, Forest in December.

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Jessica Wisner: I know, I’m excited. I’m excited. I have…

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Jessica Wisner: I have been promised by our friend Christy that we are going to be doing karaoke again, so…

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Izhak Musli: I don’t know if you heard, I got roped in last time.

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Jessica Wisner: I did not hear about that, but I’m excited to see you on the stage.

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Izhak Musli: I’m thinking. You definitely don’t want to see me there, so…

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Jessica Wisner: It was a good time. It was a good time, so…

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Izhak Musli: Only let my daughters see me singing.

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Izhak Musli: Unfortunately, it’s frozen most of the time on Moana, but…

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Jessica Wisner: Listen, you’re at that age where, like, you gotta know how to sing Let It Go all day.

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Izhak Musli: All day.

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Jessica Wisner: Yeah. I still have so many videos of my daughter when she was younger, singing that. Just… hilarious.

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Izhak Musli: I have, like, favorite songs, some of those, like, I… my favorite is the Moana soundtrack, but…

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Jessica Wisner: Oh, Moana’s so good.

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Izhak Musli: Some of them are, like, legit good songs, like… Yeah.

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Jessica Wisner: Yeah, they are. They are. They’re really, really good, so…

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Jessica Wisner: Alright, well, should we give it one more minute, just to see…

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Jessica Wisner: Hopefully people will keep trickling in. I do see a couple of attendees.

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Jessica Wisner: So, alright, well, I think… You ready to get started, Isaac?

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Izhak Musli: Yeah, let’s do it.

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Jessica Wisner: 704, so let’s just do it. You know, and this…

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Izhak Musli: People will keep… people will trickle in, and then we’re gonna get…

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Jessica Wisner: Yeah, so, and this is gonna be recorded, so thank you everyone that is,

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Jessica Wisner: here so far, and everyone that’s gonna join a little bit later, watch this, back on playback. I really do thank you for joining us late on a Wednesday night, or watching this back if you’re gonna watch it, later, after we get that posted up to our channels.

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Jessica Wisner: But this is a topic that I know I am very excited to listen to Isaac talk about, because it’s something I’m passionate about. So…

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Jessica Wisner: Reminder, again, we’ve got that Q&A tool in the chat, make sure you’re posting questions, and then, the recording will be available for everyone after the webinar as well. We will send that to you via email.

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Jessica Wisner: So, just to get started, a little quick introduction about myself. My name is Jessica Wisner. I’m a product manager at Simplast, the number one mobile EHR solution, all-in-one solution, for, plastic surgery and med spas.

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Jessica Wisner: So we specialize in the aesthetic industry, but my background is actually, it’s kind of interesting, just so everyone knows where I’m coming from as part of this conversation, is prior to Simplas, in my, you know, BC, or BS, before Simplas, I don’t know, era.

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Jessica Wisner: B.S, that sounds great. I worked for 14 years at a very, very large med spa where I live in central Illinois.

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Jessica Wisner: And I was the Director of Marketing and Business Development, so I spent 14 years working my way from the front desk all the way up to, that Director of Marketing and Business Development, spent some time as a practice manager, spent some time as a patient care coordinator. I did everything.

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Jessica Wisner: A little bit of everything, but ultimately, my main goal in what I did was marketing and developing the business. So, and interesting enough, I met Isaac.

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Jessica Wisner: on the show floor of Amspa, right before the world shut down for COVID in 2020,

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Jessica Wisner: It was… I think it was in Vegas that year. So we were in Vegas, met Isaac, I was looking for a new EMR for my practice, and Isaac, and I’ll give you his background in a minute, he was at the Simplast booth, and that’s how I met him, and we had this conversation, and it was like…

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Jessica Wisner: I just felt like I found this, like, you know, you know, brother that I’d never met, because, like, we speak the same language about the industry and aesthetics and all of that, and the business of aesthetics.

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Jessica Wisner: So, so excited now that I’m at Simplist, I get to work with you all the time, even though you’re not here anymore. We do get to collaborate quite frequently, which is really nice. So, anyway, so there’s a little bit of background about me, but it’s more about Isaac today. So, a little bit about Isaac.

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Izhak Musli: And I am going to read a little bit, because your CV is quite extensive.

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Jessica Wisner: But we’re joined by Isaac Moosely. He’s an entrepreneur, advisor, and industry leader with over 15 years of experience in building and scaling businesses.

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Jessica Wisner: He’s been at the forefront of aesthetic and med spa industry since 2015. Like I said, I met him on the AMSPA show floor in 2020, helping practices grow through smarter data, better systems, and innovative technology.

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Jessica Wisner: He’s also the founder and CEO of Get Kudos, you’ll see his lovely logo up in his little background, which is a customer retention platform, hence the topic today, designed to help in-person businesses turn happy clients into loyal regulars.

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Jessica Wisner: 5-star reviewers, and referral engines. Before launching GitKudos, Isaac co-founded and scaled several successful software solutions and aesthetics.

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Izhak Musli: Includus Atlas, and I’m late on a Wednesday, including Atlas KPI, the first business intelligence dashboard for practices, one of my favorite topics to talk to you about. I’m sure we’re gonna have another webinar today.

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Jessica Wisner: I know, we’re gonna do another webinar on business intelligence later. Ronnie, make note of that, we are… we’re gonna have to do that. So, and then he also founded MedicalPRM, which is a digital lead management tool that was first acquired by Simplast. So,

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Jessica Wisner: he then served as Chief Product and Chief Revenue Officer here at Simplast for a while, and as co-CEO after that at APX Platform, which was co-founded with Terry Ross Consulting, and Terry Ross, and all of that.

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Jessica Wisner: And then he… which then did merge with Engage Technology Group and, became Clarity. So, which is still in existence today. So alongside… alongside GitKudos, Isaac is also the co-founder of the 4S Summit, my favorite conference in the entire industry.

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Jessica Wisner: a quarterly event dedicated to mastering the business of aesthetics, and he’s also the president of IMZ Consulting, where he advises companies on analytics.

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Jessica Wisner: Operations and Growth Strategy.

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Jessica Wisner: So, simply put, and you know, I stumbled over my tongue quite a few times there, Isaac, my apologies, but Isaac has spent his career empowering practices to not just attract patients, but keep them for life.

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Jessica Wisner: And that is why I’m so excited to talk to you today and hear what you have to say about retention, patient loyalty, and all of those things that are the lifeblood of a business, I would say. So, with that, Isaac, the floor is yours.

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Izhak Musli: No, and I appreciate that, and listen, I… honestly, I hate when people give me these big bios when we’re in the conferences, and I moderate.

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Jessica Wisner: Important for the next one.

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Izhak Musli: I’m like, normally I’m trying to just truncate it, but I really wanted to make sure that we give some background to people to understand why we’re going to speak about acquisition, and how that makes sense and relate to a lot of the things that I was doing pre-GetCudos, and how it’s also related to the things that we do at Get Kudos, when it all comes to retention. It’s really the two sides of the funnels when the practices go and work, and

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Izhak Musli: pretty much spend most of their efforts, and probably the second largest expense in their payroll, or after payroll, will be around that. It’s acquisitions. It’s a big deal, and…

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Izhak Musli: there is a lot of mistakes that can be saved, there is a lot of things that people can learn to do better, and so, really, that’s what we’re going to focus today. Try to show the two balances, and how to balance each other, and what is more important than others, because

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Izhak Musli: There is that trend where practices are obsessed with the next new patient coming through the door, totally overlook their existing established patients.

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Izhak Musli: And it’s just missed opportunity for organic growth. They dance on TikTok, they spend money looking for the next person who’s gonna break the internet for them to go viral, when they already have lots of customers that they can generate from them, referrals, reviews, all of the stuff that they really need. And so, that is really what I would like to cover. I prepare a couple of slides.

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Izhak Musli: Just to give us a little background, I’m going to try to go through them fairly light, fairly quick.

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Izhak Musli: If anybody have a question, as Jessica said, feel free. Ask the question, we’ll stop. It’s a discussion, it’s not… not pitching you here a deck, it’s really educational, not trying to sell you anything. Obviously, I would love you to become a customer, get kudos, but I’ll leave it to you to decide if it’s the right fit for you. So let me, without any further ado, let me open here the deck.

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Jessica Wisner: So, and like Isaac said, put your questions in the chat. I will interrupt him as he is going, as kindly as I can, to get those questions answered live.

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Izhak Musli: Okay, let me just do this and share my screen.

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Izhak Musli: Can you see my screen?

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Jessica Wisner: Yes, you are good to go, sir.

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Izhak Musli: Awesome.

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Izhak Musli: All right, so as I kind of mentioned before, right, the topic, and as everybody that already joined know it, it’s really to understand almost the differences, I say, some degree. Some practice is mixing between the two, some… everybody in some way thinks that it’s all part of their marketing. It is… has some to do with the marketing, but it’s really the two ends of the funnel. One of them is

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Izhak Musli: How do I get new patients walking through the door? And once they become those patients, then what do you do with them? In most aspects, and what I’ve seen with working with, at this point, thousands of practices.

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Izhak Musli: They work so hard to get the patient through the door, and once the patient walks through the door, get the service.

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Izhak Musli: it becomes just a number of a patient. There is no anything to lock them in. And so over the year, of course, also with the 4S, Apex, a lot of the things that we’re preaching and teaching is sell them treatment plans, get them to come back more often, but

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Izhak Musli: how this is becoming natural? And so we’ve seen a couple of different trends, practices offering memberships, different variation. I would love to also open up the discussion about memberships and the different types of membership. I really just wrote down an e-book all about it, because

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Izhak Musli: I’m having the discussion every day and see huge mistakes if practices are made. I have some opinions about it, but we can leave it for later for the discussion, but…

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Jessica Wisner: Yeah, I’ll make sure to come back to that at the end, because I definitely want to talk memberships with you as well, because it’s a key component to this.

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Izhak Musli: It’s a key component for that, it’s 100%, because some people think that membership is loyalty.

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Izhak Musli: And it’s not always. You can also say packages is some sort of loyalty. It’s not exactly that. It’s poor. Think about loyalty, think about its patient experiences, or relationship, or engagement, right? That’s really where I think about the… when I think about retention. And so I put here some numbers. Those numbers, I want to explain them a little bit, because

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Izhak Musli: They are real numbers. Those are the numbers that we’ve seen practices perform with.

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Izhak Musli: Again, Jessica gave a little bit about my background. All started from analyzing hundreds of practices, data analytics, that’s what I was doing at the beginning. That’s how I learned this industry, from the data side, and then working with practices to learn it way better from the operational side. And so, I put here $15,000 to $70,000 on average spend, on a monthly spend, on a marketing budget, because that is the recommended budget. That is a 10% from the average earning of a med firm, which is a

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Izhak Musli: million dollar a year.

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Izhak Musli: So, Mespot is making $2 million a year, spending about 10% of their budget, of their income on marketing, that lays on around, I think, $16.6666,000 a month. So, that is significant a month.

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Izhak Musli: A lead for a MedSpa, qualified lead, is actually averaged around the $200, $250. I put $100 to $300, because now with some AI tools and

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Izhak Musli: some more innovation, some more organic social media, more engagement, you can get this number a little bit down, but if you really need the volume, you need to spend the money. There is no really way around it, and it really depends on the services that you promote. That’s going to define how much you’re going to pay, because you’re bidding against other practices that bidding against exactly the same keyword.

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Izhak Musli: So I’m putting a range between 100 and 300, and later we’re going to use those numbers to show example, because ultimately it’s all about the data at the end, right? And so, when you spend this amount, and each lead costs you that

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Izhak Musli: amount, you’re going to generate between 150 to 200 new patient consults, which sounds great if you have the capacity to feed some of those, right? And that’s on a monthly basis. And then from those, with 90% conversions, which is normally traditional for med spa, it’s normally same day.

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Izhak Musli: injections, same-day treatments, a lot of those conversions are also much faster. People already, especially if they pay deposit. If you didn’t charge deposit or fee for consultation fee, forget about those numbers, right? Or any of those numbers.

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Izhak Musli: Yeah, it’s important.

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Jessica Wisner: Yeah, Isaac, is it important to note, too, with this, that this is… this is with data of practices that do typically charge that consult fee?

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Izhak Musli: 100%. If they don’t charge consult fee, they’re never gonna hit 90% conversion rate. Forget it, they’re just going to get a bunch of window shopper, they’re gonna spend a lot of their day educating people, they’re gonna end up going somewhere else, potentially cheaper, because that’s really what they look. They look for free.

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Izhak Musli: If you respect yourself, you respect your time, your patients respect the education you’re going to provide to them, the analysis you’re going to do for them, to what right service for them.

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Izhak Musli: They need to pay. I’m not saying rip them off, apply it also for the service, of course, right? But that’s the skin in the game, that’s the respect that you want to see. That’s a qualification factor that will allow people that are serious to sit in the chair in front of you. That will lead you to those 90% conversion rates.

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Izhak Musli: Once you have those, and you know what, and I’ll stop here for a second, because we talk about retention and retention, I want to make sure people know how to calculate retention rate, because there is some misconception about it’s the total number of the patients that I have, which is really not. In the med spa, we’re working on cycles. The average cycle is a 4-month cycle.

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Izhak Musli: Most practices would like their patient to come every 3 months, right, for more services, different type of services. But the ultimate… the numbers that we’ve seen, it’s about 4 times. Four times bring your patients about 3 times a year. So when you get today a patient, and I put here, like, a timeline, let’s say that you started with 200 patients in January.

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Izhak Musli: Those 200 patients, you only know if you retain them or you did not retain them, only in May, 4 months later. And that’s really how you do the calculation. So, those 200 patients, you need to see how many of them came back inpatient 4 months later, or as expected, based on your services. I’ve worked with some

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Izhak Musli: med spas that have services that expect the patient to come every 8 weeks. So their retention cycle will be 8 weeks, because that’s how they form their services, and their packages, and treatment plans.

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Izhak Musli: all the things around it, but most med spas operate on injectables. Injectables are between 3 to 5 months, which, let’s call it 4. So, that’s when you know… that’s when you only can start to start… analyze your retention rate. So, out of those 200 patients you saw in January, how many of them came back in May?

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Izhak Musli: So, if you only have 120 in this example, right, then you do the subtraction of saying 120 dividing 200 is a 60% retention rate.

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Izhak Musli: Which means 40% of the people you’ve seen You’re not gonna see again.

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Izhak Musli: In the industry average, and based on MSP, I believe, last year numbers, industry average is 50%.

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Izhak Musli: That means that only 1 out of 2 patients you’ve seen today will come back 4 months from now, which is not a good number, because you’re going to burn a lot of

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Izhak Musli: fuel and a lot of energy. And that’s really what coal, and there is a name for that in the retention world, it’s called the leaky bucket. It’s a liquid bucket metaphor, actually. Here it says leaky bucket problem. And the leaked bucket, just think about your practice as a bucket full of water, and your patients are the water, and every time the drop is coming in, water’s flashing out.

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Izhak Musli: And that’s really considered to be the leaky bucket, right? Like, you think like you have the holes at the bottom of your bucket. No matter how much water you’re going to put in, and water, ultimately, it’s the money that you spend to acquire those patients, those new patients walking through the door, you’re always going to need to continue to fill up more water and spend more money, even just to stay

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Izhak Musli: in the same level that you’re in today. And that is a big problem, and that can only be stopped when you start to handle retention, and that’s why it should never be overlooked. You’re that established patient. Once you win the patient.

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Izhak Musli: You really need to fight more than getting another 10 new patients just to keep that new patient, or establish patient happy and satisfied.

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Izhak Musli: And so, when… and I will challenge all practices and everybody that listen to us today, go and analyze your retention rate based on the formula that I showed you. There is different ways to analyze retention rate.

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Izhak Musli: But you have to understand your business model, and the business model of med spas is recurring, and the recurring, you just need to realize what’s your cycle, that’s how you calculate your retention rate. And so if you’re around the 40%,

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Izhak Musli: It’s bad, because you’re constantly, always gonna chase. You’re never gonna have that growth. You actually… I don’t even think you can hit those 800 patients that the provider needs to have in order to be busy. 800 patients per provider gives them those 200 patients every month for the next 4 months.

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Izhak Musli: cycle, right? You… I don’t even think you can ever get to that with the math if you continue to lose about 60% of everybody that you see. You’re just always going to burn more money than you’re going to be able to grow.

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Izhak Musli: The second one is 60%, which is the number that I just showed, very realistic, even a little bit above the industry average, as I just told you.

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Izhak Musli: But even that, you’re gonna hit the plateau, you’re gonna constantly feel like spending money, you get a person, you lose the person, and you’re gonna try to memorize those people, and you’re gonna rebuild the relationship, and you’re probably gonna hit those 20% patients who generate 80% of your revenue, which is what we always see around med spas.

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Izhak Musli: The big difference happens when you start to hit those 80%. 80%, then you start to realize the compounded growth. That’s when you start to reduce the cost. Now.

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Izhak Musli: I got the pleasure, I’ll say, to analyze so many P&Ls in my life.

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Izhak Musli: I’ve seen P&Ls, and nobody knows here, average med spa EBITDA, which is the earning before taxes, deduction, amortization, and the rest.

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Izhak Musli: It’s 20%. It’s not high. It means that for every million that you make, $200,000 left out of that, you pay the taxes, you probably kept about 160 of it, or even less.

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Izhak Musli: If you are hitting those 80%,

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Izhak Musli: you’re gonna start to spend a lot less money on acquisition. You’re not going to need as much money, because you’re going to continue to… you’re going to continue to hit capacity, so then at that point, you’re going to have to make decisions higher and continue to grow, or I’m already full…

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Izhak Musli: Like, we know those meds found booked 6 months in advance, 3 months in advance. It’s a real thing. It’s all because they have proper retention, not because they are amazing on marketing.

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Izhak Musli: It really almost doesn’t matter, because they’re just retaining their pool of customers, and they’re only adding on top of that, so the bucket is over full at some point, not even able to see consults, because they have too many patients they need to service.

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Izhak Musli: That’s when they’re gonna start to hit those 30, 35, 40% TBDA that I’ve seen in my own eyes, some meds for making those numbers.

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Izhak Musli: only happen through retention. There is no enough marketing in the world to take an EBITDA to 40% if they don’t properly do retention. They’re gonna blow all their money on marketing. I’ve seen it…

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Izhak Musli: All the time.

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Jessica Wisner: For sure. Isaac, a question, just because I feel like this is probably something a lot of people are wondering, is how often should you be checking your retention rate? Like, is that something you should run weekly, monthly, quarterly? Like, what is the best time frame to look at that, analyze it, and see if you’re hitting those benchmarks?

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Izhak Musli: Listen, ultimately…

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Izhak Musli: people are busy. Practices are busy. Not all med spas are a big chains, that they have departments of people that can do this analysis on a monthly basis. I would not even expect it, right?

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Izhak Musli: I would say, and it’s really up to the platform, I hope they see Simplast, of course, right, that have proper reporting that can help them to analyze those things. If they work with GetCudos, they can also expose to those numbers and understand it better with the click of a button, so it really won’t take time. But if they don’t have any of those systems in place, and they need to do the analysis by hand, I’ll say on the very least, every 6 months, the ideal, at least every quarter.

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Izhak Musli: Just know where you are.

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Izhak Musli: If your cycle is about quarterly cycles for your patients, a cycle is a good time to measure the people that were there before. So try to measure based on your cycle. It will give you the best

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Izhak Musli: hand on the pulse, but even if you can’t do that as often, don’t let more than a 6-month pass. You really want to hit it before the halfway through the year to make the changes you need to make, and if it’s not the right number, if you hit those 40,

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Izhak Musli: then stay on top of it, for sure, and stop to spend so much efforts on marketing, and really invest in your existing clients. If you hit over 100, 200 existing clients already, you have huge opportunity growth.

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Izhak Musli: And we’ll get to what is those opportunity growth even mean. I just put here another guy, and I took the numbers from the top, and I actually really round them up. I took the maximum budget on marketing, which, again, I put $17,000. I know practice is also spending $30,000 on marketing.

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Izhak Musli: Which is, to me, a little bit of insanity, because they make no money on the EBITDA later. They just don’t stay with profits.

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Izhak Musli: So let’s say that I’ve spent $17,000, which is the 10% of the $2 million that I make a year. I have a new provider, I want to get them busy.

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Izhak Musli: Let’s say that somehow, mirrically, I’m paying on the lowest end of new patient acquisition.

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Izhak Musli: 100 bucks for a new console coming through the door, and my conversion is 90%.

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Izhak Musli: This is how long it will take me to create a panel, a SICM, of 200 patients coming every month to see that provider, to keep them busy.

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Izhak Musli: If I have a 40% retention rate, it’s going to take me 2 years to get a provider book of business busy, for them to see those 200 patients, which, of course, going to continue to leak, so I’m going to continue to spend the same amount of money just to keep them constantly busy, knowing that I keep losing people on the back end.

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Izhak Musli: It will take me about a year and a half.

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Izhak Musli: to get, if I’m there on 60%, and if I’m on 80%, in one year, I can load the provider from 0 to fully booked on the books. Think about the amount of money that is different, because you’re going to spend still the same amount of money

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Izhak Musli: So, how do you spend $408 or 204? Half. Half of the time and half of the money to get to exactly the same results.

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Izhak Musli: All you need to do, make sure you don’t lose the patient, so you can keep compounding new patient on established patient, and not just keep cycling new patients over and over again.

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Izhak Musli: This is, my opinion.

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Izhak Musli: Why almost at all discussions, unless you’re at the very first year of your practice, brand new practice.

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Izhak Musli: This is why retention beats acquisitions, almost at all time.

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Izhak Musli: It’s a lower cost.

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Izhak Musli: 5 to 7 times lower, or you can even turn it around and say, it’s 5 to 7 times more expensive to get new patients through the door than just retaining your existing ones.

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Izhak Musli: Flip it in any way you want, it’s the same formula.

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Izhak Musli: They have a higher lifetime value, which is exactly what I was saying. The more patients you have, the less need you have for new patients. Less need you have for new patients, less money you need to spend. You can keep posting, you can still stay relevant.

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Izhak Musli: I know some… I know, actually, I know very, very well, it’s a very good friend of mine, a physician, he has a med spa, they spend 4% on marketing a year.

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Jessica Wisner: Oh, wow.

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Izhak Musli: That’s it! Because they’re super booked, lifetime value, people don’t leave them, they keep coming back, they spend more money, and they give them a lot of referrals, and that’s really what you… that’s… that’s hitting the jackpot, as far as I see.

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Izhak Musli: You have your built-in marketing. Happy patients are your advocates. They’re going to give you reviews, and that’s really where we come and focus, right? And activate a lot of it, but it’s also going to happen in an organic way, you just need to…

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Izhak Musli: Be on top of it, encourage them, remind them. A lot of the things we automate give you reviews, online reviews, which is your indirect referrals.

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Izhak Musli: It will give you direct referrals to their friends and family, and especially if you give them reason and incentives to do so. And again, they’re gonna come back more often, spend more money.

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Izhak Musli: Break premium, and try new services.

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Izhak Musli: That is the… Ultimate marketing activation that you want to really achieve?

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Izhak Musli: And so, more than all, and I’m a number guy, and Jessica, I know you also love the number side of it.

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Jessica Wisner: I love numbers.

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Izhak Musli: You can predict the revenue. You… the number of times I’m asking practice owners, how much money are you going to end up doing this year, or doing this month?

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Izhak Musli: And they have no idea.

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Izhak Musli: And the number one goal with data analytics, as I always say, is to have a goal. If you don’t know what the numbers should be.

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Izhak Musli: you’re gonna hit it all the time, right? It’s… you don’t even know if it’s good or not good. If you expect 100, and you hit 200, great, it’s double. If you expect 100, and you hit 50, horrible, you hit half. But if you expect nothing, and you hit 100,

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Izhak Musli: It’s 100. And that is the problem with a lot of people that don’t do prediction. And so, if you have that recurring customers that you know that are coming, and you know what’s the retention, so you know

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Izhak Musli: How many people will continue to come 4 months later, if there were 200 in January, I know how many of them are going to come back in May. I can predict how much money I’m gonna make in May already.

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Izhak Musli: And that’s huge for a business owner. That means that you’re going to be able to do the math and do the analysis if you can buy another device and afford it, if you should spend more or less on marketing, or how much in total you should spend that year, based on, again, how much compounded growth you want to have.

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Izhak Musli: And so, even in another way of thinking about it, if you can just turn 20% of your patient into repeated visitors, and that’s here, the line on the green that I put at the bottom, it’s equal to doubling your marketing budget.

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Izhak Musli: That’s literally what it is. It’s insane, and people really don’t realize it. Like I said before, they’re so obsessed on the next new patient walking through the door, they don’t realize that they’re licking in the back, and all they do, they just spend money to get more new patients through the door. It’s a real problem.

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Izhak Musli: And so, there is few things that people can start to do today, whether they use GetCudos Automated, or whether they do it manually, I know a bunch of practices do it manually. It still works.

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Izhak Musli: The number one, above all, creating real, true relationship where people feel appreciated, is personalized communication.

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Izhak Musli: Remember your patience. Use sticky notes, use notes, use it inside simplest, use it inside, get kudos. I don’t care how you’re gonna do it. You have to remember who sits in front of you, you have to remember what you discussed 4 months ago.

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Izhak Musli: Most humans cannot do that. Some… my wife is actually excellent at those kind of things. I am horrible. I see, I meet so many new people, I don’t remember 4 months ago what we talked about.

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Izhak Musli: So I use notes.

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Izhak Musli: You create this person, I’ll remember, you ask them about their dog, about their kids’ graduation, things that they care about, topics that they are interested about. If it’s a person who likes to speak politics with you, speak with them politics. They love to speak about

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Izhak Musli: Whatever the weather, speak with them about the weather. It doesn’t matter. Speak to them their language. Be personalized with your patient. It’s the number one game changer. Use their names, of course, right? All of those kind of things. Make them feel

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Izhak Musli: that they come to their friends, to see a friend. Nobody wants to come to a place where every time that they come, they feel like a stranger, just a guest, nobody knows them.

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Izhak Musli: That’s the number one. Two, loyalty and rewards. Loyalty and rewards

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Izhak Musli: Again, and there is medium ways to skin the cat, and we said we’re going to keep some time to discuss potentially memberships here, but ultimately.

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Izhak Musli: It’s all about showing appreciation. People give you the business, they come often to your business, they spend money with you, they bring you friends, they leave a review. You need to show them appreciation, and you don’t have to charge them for that, right? You show them appreciation just by giving them perks and benefits and good stuff, and

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Izhak Musli: you can show it by loyalty. If you want to look at the masters, look at the airline companies. They are, like.

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Izhak Musli: To my opinion, they’re the champions of type of loyalties.

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Izhak Musli: Referral systems practice things that if they work with, like, little sticky notes, give you a little card, and think that you’re going to remember to refer your friends, it’s gonna work.

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Izhak Musli: It’s not.

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Izhak Musli: You have to encourage, you have to make it simple, you have to stay top of mind. And later, organization and reviews, again.

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Izhak Musli: People feel valued. People want to feel valued. People left you a review, reply on it. Send them a text. If you know who it is, you have their number. I saw you left me a text, a review. Happened to me just now, actually. I went to, a car dealership, I did a service for my car.

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Izhak Musli: Experience was great. Post, I got a survey, just like we do the same. Got a survey, how was your experience today? I was like, great. I think it was Albert, I don’t even remember his name. He was amazing, helped me with everything I needed, I came, blah blah blah, helped me. I left a little Google review for them, right? I got a text directly from Albert. I saw your review, I really appreciate it, thank you so much.

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Izhak Musli: That went super far, as far as me being able to share this experience, because I left Google reviews before, did nobody say thanks?

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Izhak Musli: I don’t even remember those businesses anymore. So those are how we create those experiences that makes a difference, that shows wow factor, shows appreciation, and make you loyal back. I’m gonna go back to Albert every day.

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Izhak Musli: And so… I’m almost gonna finish with this.

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Izhak Musli: But I really want practices to think, who are they? And there is ways to identify it. If you’re a leaky practice, you’re going to see a lot of first-time visits. Your calendar is going to be booked with brand new patients all the time, and it’s going to look amazing, because you’re going to think your marketing works. But it’s potentially a problem. If there is a very low repeat booking.

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Izhak Musli: How many people are rebooking right there on the spot? That’s really the question. And if it’s not high.

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Izhak Musli: you have a problem, you are leaking, that’s the most likely. So, you’re gonna have constant marketing pressure, more marketing spend, keep replacing companies, keep rebuilding your website, find different tools, like I said, dancing on TikTok, people do everything, right? And…

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Izhak Musli: Patient acquisition cost would be very high for you.

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Izhak Musli: On the other way around, if you are a retention-focused practice, and you care about your patients, and you truly retain them, then sustainable growth. That’s really compounded growth, and that’s the magic in SaaS, magic the same way exactly works for practices. And…

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Izhak Musli: The most beauty, and I mentioned it before, that’s really the only way for you to hit those high profitability. You can continue to increase, but if you continue to continue to increase money spending on new patients, you’re not going to increase your EBITDA. So you’re almost churning money just to stay busy without increasing profits, and that’s not the name of the game in business.

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Izhak Musli: And so, I don’t want to take all the time, probably took a little longer than even I expected on this deck. I just want to make the points well. I would love to take any questions, any discussion, truly, between myself and Jessica. I doubt that there is a question we’re not going to be able to address. She’s

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Izhak Musli: super experienced working with million practices and herself in a practice doing this day in and day out. I have various different type of specialties that I can also chime in and really answer almost any question, so…

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Izhak Musli: Please keep our brain, I’m gonna stop to share now, and…

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Jessica Wisner: Yeah, actually, Isaac, I want you to keep sharing, because I want you to go back, if you would, to that slide with the four ways to increase retention.

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Izhak Musli: Yeah.

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Jessica Wisner: So if you’d bring that one up, I think that’s where I really want to dive deep with you, because, and I think it’s, what, two slides back? Yeah, that one.

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Jessica Wisner: Because I think that’s what it comes down to, like, yeah, it’s great to say, get to this retention goal, but how do you actually do it? I mean, that’s… that’s the end goal, is, like, what are those simple things? And if we go through each of these, like, individually, like, real quick, I would love to do that.

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Jessica Wisner: I think one of the things that I hear a lot from practices is that they feel bogged down in being able to do that, because they’re spending so much time

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Jessica Wisner: just running their business day-to-day. So those types of personalized communications feel like a big lift, right?

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Jessica Wisner: So, you know.

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Jessica Wisner: sitting where I am in software development, you know, I’m always looking at automations as the solution. You have to have a good CRM, you have to have good automations that can trigger and take care of that for you. What are your thoughts on that? Because obviously we all know it can personalize, like, we can put in all those little macros and stuff like that.

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Jessica Wisner: But what are your thoughts on that, or what are some other things you’ve seen that are really successful to do that without increasing the lift on the practice, so that it becomes effortless?

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Izhak Musli: Listen, I’ve seen multiple ways, right? I’ll say the first one is before you even walk into the door.

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Izhak Musli: And it’s… and it’s part of the booking strategy, right? To give yourself, like, clearly those 5 minutes before you walk into the door to the patient, read who is your patient. And I know that today, even Simplus, I believe you guys released some, like, AI summary of who is behind the door, right? Something like that?

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Izhak Musli: That is amazing, I think that this can be an amazing tool. But it goes all the way to the simplicity of pure sticky notes, like…

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Izhak Musli: It’s the most common, most effective.

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Izhak Musli: Everybody uses it in one way or another. We have it as a feature, you guys have it as a feature. I don’t think there is one practice manager don’t have it as a feature that literally calls sticky notes on notes. Just put a couple of words that will remind you. All you need is just to pick up the conversation from where you left it, or just a few things. Oh, how was the birthday? How was the trip in Brazil? How was the…

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Izhak Musli: Graduation of your kid. That’s all you need to ask, and it will open up the conversation, and by the next time, you’re gonna have different type of bullets. But all the patients, all your customers, all they want to hear

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Izhak Musli: It’s just that you remember them, that you care about them. It will… it buys the world for them. That’s really what it is. And think about yourself, when you walk into places, I remember I was… I did some… it’s called embrace. It’s like braces from the inside, straightened my teeth, did a lot of work with that. And so.

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Izhak Musli: I remember telling to my wife, when I started to go to that place, I’m like, I don’t know how. I walked through the door. I… first, I never needed to check in. They were like, hey, Isaac, how’s it going? I’m checking you in. As I’m walking through the door.

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Izhak Musli: remember my name, know who I am, expected me to some degree, right? They didn’t open up the door for me, they didn’t greet me in the way that I would suggest to, like, collective medicine to do, or aesthetic practice that really want to take it to the next level. But from that front desk, which was beautiful, without those big screens that they’re hiding behind.

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Izhak Musli: Sees me, smile, hey, Isaac, how’s it going? Great to see you. Already checking you in, just have a seat, 2 minutes. Literally, never took them more than 2 minutes.

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Izhak Musli: That is a different type of experiences that made me tell my wife about it, then refer my wife, bring her over there.

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Izhak Musli: It just makes the difference between different practices, and I’ve been in different dental offices before that in my life.

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Izhak Musli: You walk, you’re stranger, ugh, who you are, what’s your phone number, here is some paper to fill up, sit over there, you never know who’s gonna come behind the door, right? It’s… it feels… you feel stranger, you don’t want to go back to those places. I have zero emotional connection to there. And so it’s all about that, really, make it personalized. It’s to make that emotional connection.

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Izhak Musli: to feel welcome. And if there is a special drink that they like, make a note out of it. I know that Isaac liked tea.

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Izhak Musli: after the first time, I never need to ask him again, even if he likes sugar or don’t like sugar, right? Those are… it’s small touches, makes a world of a difference.

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Jessica Wisner: Yeah, I think that’s a really good one before we move on to the next question, and I do see your question now, Jenny. But that was one of the things when I was on the practice side that really set us apart, and so I’m glad you brought that up, but it’s all about just

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Jessica Wisner: Even just saying their name when they walk in, and saying hello.

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Jessica Wisner: and recognizing who they are, right? And the trick is, and Isaac, I don’t know if you know this, but is that you’re literally at the front desk just looking at the schedule and using process of deduction. So even if you don’t quite remember who they are, you can do… oh, yeah, this is this, and then it’ll click. And if you hire good people that can do that, and remember the face as well, and those little details.

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Jessica Wisner: and document the details, too. It makes all of the difference. That was really, you know, when I was on the practice side, that was part of our culture, was to always give a warm greeting, and always try to remember those little things about the people that were coming into our practice. It was definitely part of what made that… I mean, we’re in the aesthetic business, right? It’s all about concierge care.

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Izhak Musli: You do that, and then you charge Prime.

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Izhak Musli: Exactly. If you want to make those profits, you want to make those margins, you want to be the first class.

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Izhak Musli: Treat them as a first class. You cannot do economy and charge first class. It’s never gonna work.

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Jessica Wisner: That’s.

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Izhak Musli: That’s really what it’s come down to.

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Jessica Wisner: Yeah.

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Izhak Musli: So, the question we got, which we knew we were going to come back to, was, how do you create a membership program that doesn’t lose you money? And this is one of my favorite topics. I’m gonna stop to share, because I love this topic now.

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Jessica Wisner: Yeah, I was gonna say, you and I could talk about this one forever, because… and I’m just gonna, before I hand it over to you, my practice made the mistake, and I’m not gonna tell you which practice I worked at, because I don’t need to call them out, because it’s all been rectified, and it’s a fantastic practice. We’ve made the mistake when we first went into the foray of memberships, of

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Jessica Wisner: we were losing our behinds. And we didn’t realize it, because we just went into it blind without much of a strategy, and we’re like, okay, let’s put this together, it sounds good. And then we started retroactively starting to crunch the numbers, and we realized.

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Jessica Wisner: we were losing a lot of money. Now, it was helping with patient retention, but we were over-discounting, we were over, like, reducing prices in order to get that loyalty, and not charging enough for the membership itself.

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Jessica Wisner: So then it made more, like, the flip side, based off of what that average retention of, okay, we know if they’re coming in for Botox and fillers every, you know, 3 months, 6 months, whatever, here’s about, on average, what we would get.

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Jessica Wisner: And then we realized, oh my god, we’re not charging enough for this membership, because we’re discounting so heavily. So we revamped the whole thing, and, you know, people still bought it. Didn’t matter, they were happy, they were getting their discounts, they were happy as clans.

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Jessica Wisner: So, I just opened that up to say, I’ve been there, so I love this question, because if I see a practice I’m working with.

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Jessica Wisner: I’m always gonna be like.

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Jessica Wisner: you know, memberships comes up a lot, and I’m like, alright, let’s crunch some numbers together. I want to know exactly what your profitability is on this before you give that discount and charge that fee. So, Isaac, and I know you and your wife are experts at this, so floor is yours. What about… how do you make a membership program that is profitable?

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Izhak Musli: Well, let’s start from what type of membership.

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Izhak Musli: Right? And so even before we touch… and it’s not before we touch profitability, it’s really the strategy of executing.

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Izhak Musli: And so, I’ll touch probably the most 3 common membership ones that I’m familiar with.

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Izhak Musli: we’re gonna call the one Beauty Bank, which is probably one of the more common ones that I’ve seen, that is the most problematic one, because without super tight, proper strategy.

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Izhak Musli: most practices, it fires back at them at the worst times, at the worst ways, too. From profit, and also from retention.

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Izhak Musli: Misconception that they think that they actually are able to retain their customer that way.

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Izhak Musli: Two would be just status membership, which is a VIP status, you pay money, Amazon Prime, let’s think, let’s think Costco, right? Skin in the game, I’m buying, I’m getting, I’m having a perks, and that’s how I do it.

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Izhak Musli: And third, free, let’s call it like the airlines, right? I give you business, and I get reward for more business that I give you.

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Izhak Musli: Let’s start with the first one, because I think that’s the more…

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Izhak Musli: touchier, more tricky one. It sounds really, really good, but there is few pit holes in that.

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Izhak Musli: I’ll say, the first one is, we know that the people who wants to join into your membership, when you charge them up front, you give that as a deposit, and then you also apply discount for whatever they use, right? We match 5%, or whatever that… different type of things that people do. Crazy stuff, to my opinion.

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Izhak Musli: You take money, and you don’t give a service. What does that mean? Liability.

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Izhak Musli: Most aesthetic practices operate on a cash base. What does that mean? That you recognize this money as a revenue?

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Izhak Musli: What that means is that you pay for that money taxes, and potentially even pay commission on that, even though you never give the service. Now, legally, you’re not going to be able to recognize that money as revenue.

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Izhak Musli: Now, if you do have in the contract, use it or lose it at the end of the year, end of the contract.

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Izhak Musli: No problem.

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Izhak Musli: I have yet to see a winner from that game, because either you give back the money, let’s say that the patient… you’re never going to have 100% of your patient reclaiming all the money that they accumulate over the time because they moved the house, changed town, changed work.

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Izhak Musli: Somebody happened, something happened, they couldn’t come, they couldn’t use it, they asked the money back.

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Izhak Musli: happens. It will happen. There is no question of if, it’s a when, and how many of them. So, the more you do it, the more you’re digging the hole, the more it’s gonna happen, and then you’re gonna have two options. You’re gonna say.

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Izhak Musli: You sign a contract, I’m not gonna give you back the money, right? You’re not gonna lose money, thankfully, right? But you’re gonna lose a really good patient. Guess what they’re gonna do? They’re gonna go and talk badly about you, any opportunity that they have, or at the very least, you’re never gonna see them again. And remember, 80% of the revenue

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Izhak Musli: comes from 20% of your patient. Normally, those are the patients that are going to join your loyalty. So those are some of your very best patients, who, to start with, were willing to commit money and to become loyal.

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Izhak Musli: The second problem, as I mentioned, you’re gonna pay taxes on it, right? All of those stuff. The other way around, you say, okay, here is your money, take your money back. At that point, you lost a lot of money.

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Izhak Musli: And you did nothing with your loyalty. And so that is the one membership that I’ve seen currently happens the most common one, because there is, like, oh, I see money comes in, people get so excited about it. One, you probably lose money, to your point, if you don’t structure it really well, you’re giving the house just to potentially give retention.

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Izhak Musli: Because you see the money in, it’s getting excited, but it’s not your money. And likely, you have… you actually see a lot less money of what it’s even worth.

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Izhak Musli: Then the second one is Status Membership. It works…

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Izhak Musli: from our outcome, by the way, almost all of them works exactly the same. The main two ones working better, because there is skin in the game, there is some money.

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Izhak Musli: So the second one, let’s call it the status memberships, right? I’m purchasing a VIP. It’s a package of perks. The best scenario, the best example, as I said before, Amazon Prime.

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Izhak Musli: I would say, and I say it in the conferences all the time, how many of you are Amazon Prime? It’s pretty much 90-100% of the crowd always raise their hands. Everybody have Amazon Prime.

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Izhak Musli: Why?

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Izhak Musli: Free shipping, right? They don’t give you back the money.

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Izhak Musli: You don’t have limits on how much you can use out of it, you don’t get special discount. Actually, the other way around, you pay Prime nowadays for most stuff on Amazon. It’s no longer the cheapest one, so your shipping is kind of, like, already baked in a lot of those prices of those products, because they cut off a lot from the providers who listed their products in.

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Izhak Musli: And so… When you do those kind of things.

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Izhak Musli: you’re able to earn the profit from the membership, and if you want the best use case on how to keep money from memberships, look at Costco. Costco’s entire business model, and all the millions of dollars that they make every year in profits, is purely from the membership fees.

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Izhak Musli: And all they do? 200 bucks a year, give it to all your employees, just come and shop in our store. And it works amazing. It works exactly the same. There is minimum skin in the game, but there is amazing experience. And if you can have the best loyalty, by the way.

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Izhak Musli: this, or that, or any other, if you don’t have an amazing experience, you’re not going to be able to get people to come back. They’re not going to come back just because of your loyalty program. So it doesn’t go one without the other, so all you need is the psychological skin in the game and amazing experience. And if you can combine those two, you can then make a lot of money, because you can keep all the money from the membership side.

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Izhak Musli: The third is the free one. It’s the same one that all of us have with the airline companies. You start to collect points, you start to achieve all kinds of different perks, and guess where we’re gonna be your first priority to go spend your money on?

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Izhak Musli: Airlines?

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Izhak Musli: The same airline company. I fly Delta constantly. I didn’t need to pay for any membership. I just… the more I fly with them, the more I want to fly with them, because the more I get rewards for that, right? Upgrade, this, that, here, there.

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Izhak Musli: The more status I get, just by giving them business, and giving them money, obviously, the same as your patients do with you, they’re giving you money. They’re coming back, they give you a referral.

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Izhak Musli: Reward them for that, show them the appreciation for that. It will build for you loyalty. You don’t need to hold your patient hostages with deposits in your bank, that anyway is not your money, that’s potentially ticking bomb for all of you. And psychologically, you also limit your purchase ability. If I want to give you 15% off on my skincare.

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Izhak Musli: Come every day, shop for your entire family. I’m still gonna make the money. If I choose that that is the right discount. To your point, it’s profitable for me.

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Izhak Musli: Why would I tell you, you only have $150 deposit, and I’m gonna give you 5% on top of that?

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Izhak Musli: Makes almost no sense.

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Izhak Musli: Almost no sense. It’s in order to get me to come and to spend more money on different things, but then it starts to become tricky. It’s not clean.

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Izhak Musli: So, I’ll say, simple status memberships is way more appropriate way for the business model to operate in order to retain the money and still gain identical, if not even better, retention. They’re not going to be fired back, nobody’s getting upset at any point.

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Izhak Musli: They can use it and abuse it, as far as you’re concerned. Everybody wins at all times. And so, that is my opinion. I actually wrote an e-book about it, I’m happy to share it if anybody wants to reach out later.

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Jessica Wisner: Yeah.

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Izhak Musli: It’s not long, it’s very nice, very practical, to the point of how the financial number works, and the psychology aspect of that.

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Jessica Wisner: Yeah, I think it’s important, too, when you’re running that, membership program, to look at your cost of goods sold.

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Jessica Wisner: with the discounts that you’re offering. So, whatever you’re doing as far as, like, that monthly fee, you also have to look at the cost of goods sold, and make sure that you’re not over-discounting. I know that was something that we were… we were guilty of, and that was what we rectified with our revamped program.

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Jessica Wisner: So yes, you have that fee that you charge, whether it be monthly, annually, whatever it might be, or, you know, if you’re points, that’s very simplistic, but then you gotta track the points and whatever. I personally, and, you know, someone can fight me on this, I like the monthly fee, and then it just gets you the discounts. I think that’s so simple, it’s easy to run, and then it is a fee for membership, and you get to keep all that money.

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Izhak Musli: And you give them a parking, priority parking, parking spot right in front.

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Izhak Musli: give them a coffee, and you can get some… some very cheap one of those devices that have zero consumables, that only VIP members get it before they get the injectables. You just create this VIP member…

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Izhak Musli: Amazing, and everybody gonna join it, and it’s pure profits for all of you.

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Jessica Wisner: Well, and I think that brings up another good way of just building retention and loyalty, is the little touches of…

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Jessica Wisner: spoil your people that are spending the most money with you. They don’t even have to be members, they’re most likely members if they’re spending the most money with you. Like, run that report, and annually, we used to do this at my practice.

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Jessica Wisner: every year, either at the holidays or at Valentine’s Day. I think we ended up with Valentine’s Day as the one we stuck with long-term. But we would, every Valentine’s Day, send out, like, little coupons.

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Jessica Wisner: That was, like, $25 for you, $25 for a friend, or $50 for you, $50 for a friend, I can’t remember what we did, it was a while ago.

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Jessica Wisner: But, people loved those. It took us little to no effort, it took us little to no marketing budget, it was just… and we hand-addressed them, so everyone took some time to hand-address them, so it was even more personalized, and they would open it.

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Jessica Wisner: And then people, they loved it. They came in, they redeemed it left and right, and it just made them feel warm and fuzzy. And then they’d give it to a friend, and we’d get that free referral with almost no marketing budget.

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Jessica Wisner: So…

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Izhak Musli: What did I hear the other day? I heard something really cool. I heard a practice.

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Izhak Musli: That when a patient comes to pick up their friends after a procedure, primarily for the.

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Jessica Wisner: Oh, I love that!

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Izhak Musli: They’re giving to the friends, the caretaker, they’re giving them a free service at the med spa.

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Izhak Musli: And it’s like, obviously, it’s a free referral, right, for everybody. Everybody wins, everybody wins, and I was like, this is brilliant, like, this is so smart.

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Izhak Musli: And so, yeah, so obviously, right, I don’t try to sell you guys, all of you, get kudos, do it any way you guys want to do it. I would suggest, obviously, we do it simple, this is the shortcut for you to do it, but you cannot do it manually, you can do it in Excel, do it. It’s…

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Izhak Musli: It’s the magic that changed the game. It’s really what’s gonna unlock you from keeping running on the treadmill and get nowhere to exploitation goal. That’s a game changer.

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Jessica Wisner: Yeah, well, and I think, you know, if we were to add some additional, like, ways to educate yourself, there’s the, Ritz-Carlton book, what… and I can’t remember what it’s called off the top of my head, hopefully you can. There’s the Starbucks one, there’s a… there’s a whole bunch of, like, really good

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Jessica Wisner: books about how you can just build loyalty and build that concierge experience that people are going to come back for time and time again because of the little things. And part of it is empowering your employees to make those decisions for patients when it’s.

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Izhak Musli: I was about to say. It goes so tight with the culture of the.

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Jessica Wisner: Guys…

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Izhak Musli: The practice culture needs to be behind this thing. If not, it’s gonna be fake, it’s not gonna work.

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Jessica Wisner: And if you got someone…

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Jessica Wisner: that’s working at your office that doesn’t warmly greet your patients when they come in. I’m sorry, I would just say, like.

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Jessica Wisner: you have to have a good conversation with them, or move on and find someone to replace them, because there’s nothing… it grinds my gears more than anything. Having worked in this industry for so long, when I go to any sort of medical office, and they don’t greet me warmly, or they don’t even look up from their desk.

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Jessica Wisner: They, like, even if they’re on the phone and they’re on with someone, they should at least, like, you know, smile, wave, whatever, and it can seem chintzy, but it makes a difference. It really does.

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Jessica Wisner: Makes a big difference. So, now, I know Ronnie’s been posting in here trying to get someone brave to raise their hand and do a live question. Does anyone want to come on? Raise your hand. Ronnie will let you ask your question live. We only have about 8 minutes left, unless, you know, y’all want to stay and hang out with us forever tonight.

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Izhak Musli: Another question.

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Jessica Wisner: Yes, any recommendations for retaining patients if you are joining a group practice or a senior partner that has an established practice? This is a really good question.

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Izhak Musli: I think it’s…

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Izhak Musli: not so much different than just launching a membership for a brand new practice or established practice. I think it’s never too late, and there is really no stage, so if there is nothing in place, I’m actually going to share a story here. Do it! It’s one of the things that got me frustrated also when I just launched Get Kudos, because of… so, we moved the house not long ago, right? And I have two little girls, if you guys didn’t hear it at the very beginning, I also know how to sing a lot of Elza songs.

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Izhak Musli: My daughter, obviously, like most kids, she loves ice cream. We go to ice cream fairly often, I can say that, and it’s probably bad parenting, but we go probably way more than we should. And we go, and I spend good money every time she buys the ice cream, it’s a little bucket, you fill it up with whatever flavors, right? Put some M&Ms on it, and constantly there, week after week, right, all the time.

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Izhak Musli: And then, at some point, I’m like, okay, we’re ready with Get Kudos, I want to get this chain of ice creams that I keep coming back here all the time, they want their business to keep coming back all the time, let’s see if they can be a good fit for Get Kudos, so I’m going in, and I’m asking, do you guys have any, like, loyalty, membership, anything like that? And the guy’s like, oh yeah, we do.

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Jessica Wisner: I’m talking about it?

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Izhak Musli: I got kind of upset. That’s what it is. I got upset, because I was like.

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Jessica Wisner: I would take.

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Izhak Musli: So, all this money that I invested in, and nobody here told me that you guys even have it, and I could have accumulated some points and get some free ice cream. I don’t even know how those points actually work. It’s so complicated, their membership. I did join, obviously, right there and then, and I started to take advantage of it. Didn’t stop to go to this ice cream, because it’s also the only one that my daughter likes, and it’s in the area.

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Izhak Musli: But… It got… it was semi-negative interaction at that point.

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Izhak Musli: And so, what it leads, it’s not about when to launch it, I think it’s just to announce it. I think it’s more important than anything. A lot of practices offer, even like I said, referral program, or they offer all kinds of things, but they just don’t let anybody know about it, and then once people do those good faith, or just give you business, or whatever it is, positive activity, let’s call it.

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Izhak Musli: And you didn’t recognize it, and let them know, and be proactive about

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Izhak Musli: rewarding them or appreciate them, that can turn also into a level of negativity. So, it’s not about

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Izhak Musli: recommendation, I’ll say, it’s just about do it, and just then make it out loud, and start with your existing patient. Recognize who are your best patients. So, actually, part of our strategy when we go live with customers, with practices, some of what we tell them is, go to your Google review.

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Izhak Musli: Look at those patients that you do recognize, and reach out to them personally first to let them know that you launched a reward program.

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Izhak Musli: Because those are your best patients to start. They’re already out loud out there. Start with them. Then you start to enroll the people that come in constantly. Then you identify your highest spenders, your… those 20% that generate 80% of your revenue.

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Izhak Musli: Focus on them. Give them special invitation to join your loyalty programs. That is really, and don’t even call it just loyalty, call it reward programming, whatever you want to frame it, right?

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Jessica Wisner: name, you know?

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Izhak Musli: VIP program, elite program, whatever it is, whatever’s gonna make your audience, and you know better than I do who are your patients. If it’s on the older side, younger side, whatever it is that you want to do. Your brand. Make it.

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Izhak Musli: available to all of them, the special ones that you identified, reach out to them directly. Reach out to them by phone, text them, email them with the special notes, make it outside to them. It will go way farther, because they already spend a lot of money with you.

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Izhak Musli: Versus just somebody brand new coming through the door. And so, you should offer on both ends, those give them just special dedication. So, if it comes to already a senior partner, already have an established practice, just identify who are those 20%,

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Izhak Musli: reach out to them, who left you already Google reviews, who, if you track it already, who gave you referrals, reach out to them. Those are already advocates. They’re already at the level beyond established that they’re already a fan of your practice.

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Izhak Musli: Reward them, show them the appreciation, give the personal touch.

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Jessica Wisner: Yeah, and one of the things that, you know, I throw out there for everyone that worked really, really well at my practice is that we invested a lot of time in just educating our patients and becoming

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Jessica Wisner: the… the knowledge leader in the area. We educated about them, why they needed these services, what the benefit was to them, you know, I mean, we… and we always had a good time. We’d serve them wine and drinks. So again, it’s about that VIP experience, but, and I know, Ronnie, we’re gonna do an event marketing webinar at some point. I’ll do one later this year. But, you know, those events.

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Jessica Wisner: Even small ones are a great way to educate your patients.

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Jessica Wisner: Get them, like, understanding you are the authority in the area, you are the expert, you’re the trusted advisor.

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Jessica Wisner: And that is not only gonna build loyalty and retention, and they’re gonna bring their friends, which is gonna grow your practice without having to invest in SEO marketing and all the other things that are so freaking expensive, and I know, because I ran these budgets, they were horrible.

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Jessica Wisner: But then it allows you to push those membership programs and make them more profitable, because you’re able to sell them and educate them and get them bought in to know, like, here’s the services I need, I just learned what it’s gonna do for me, and why it works, and why I shouldn’t be scared of it, or, you know, whatever it is.

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Jessica Wisner: It’s just a great way to build community as well, just by getting people together and educating them.

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Izhak Musli: By the way, you touched, I think, one of the most… I think it’s the number one, actually, reason why people don’t move forward with services, or even approach the first time. It’s the fear.

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Izhak Musli: The fear factor. How hurt it’s gonna be, how painful it is, when I will be able to go back to work, how it’s gonna look on me. All of those questions and wondering…

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Izhak Musli: should be addressed from an educational point, and if you’re becoming that education center, then they’re never going to feel sold, and they will feel the most comfortable and vulnerable to come and share their fears, and those are the best people you can convert. Those will stay with you for life.

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Izhak Musli: If you treat them well, show them appreciation, you’re gonna earn them at the lowest cost of acquisitions.

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Izhak Musli: That’s how you win the game. That’s… that’s the business.

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Jessica Wisner: And then we made it fun, too, by being like, if you come, there’s freebies and giveaways, and that would include, like, a free CoolSculpting cycle, or, like, you know, you get to be the model for Botox. I mean, you still have to fill out the health questionnaire and do the good faith exam, but, you know, like, we would do that as part of it, and we’d just draw a random name from someone in the audience. It got everyone in the door, like, next to no investment for us, like, very low investment, and it just, like, you know…

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Jessica Wisner: tens and thousands of dollars in a single day. Hundreds of thousands, I think, on some of them.

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Izhak Musli: Yeah, we released a couple of features that also really help with, like, office events, and how to reward them, encourage them to spend right there and then. A lot of… I’ve seen some events where people spend some money, a lot of efforts, leaving employees after hours, doing all this production, even then getting some good traction of people coming through the door, and they don’t buy anything.

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Jessica Wisner: Yeah. Oh, shop around, looking what services, wanted to hear.

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Izhak Musli: And that’s a really big loss of opportunity. I think that, again, we are in business. If you’re in business, you’re here to make money. Even if you’re a non-profit organization, you still want to make money.

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Izhak Musli: It’s just the way business works, right? And so, there is no shy to say that. You have to make an ROI. You put the investment in putting an event together, you need to make an ROI on this investment, on this event, which not waiting months and months for somebody to say, oh yeah, it was in your event, I want to become a customer. That is not an ROI.

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Izhak Musli: Loyalty and memberships, those kind of things really can help with that as well. Just incentivize them, make sure you encourage them on the spot, on the right timing.

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Jessica Wisner: And always make sure that your membership discounts, your VIPs are getting the better discounts than anything they could get at an event, which will also build loyalty without having to, like.

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Jessica Wisner: get them to be, like, that sales, you know, buyer, where they’re only gonna come in when the coupon’s good enough, or the discount’s good enough. No, your VIP should have the best discounts, hands down, and that will… that will make them loyal to you, because they know they don’t have to wait around for a sale, they’re just gonna come in when they need, and they’re… they know they’re going to get the best price.

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Izhak Musli: I hope so.

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Jessica Wisner: Yeah, so… well, we’re… we’re at time. I mean, Isaac, I know you and I could talk for days, and we do…

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Izhak Musli: I’ve been here for days. Thanks, Heather!

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Jessica Wisner: But, I think, you know, definitely we’ll do another webinar on analytics at some point, because you are definitely a pro on that as well. And like I said, we’ll do another webinar later this year. I’ll do one on event marketing. We do have another one in two weeks, that I am doing actually on KPIs. Oh, someone has a question?

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Jessica Wisner: Live raised hand, sorry, I didn’t see the notification. Oh, I see it now, I see it now.

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Jourdain Artz: Hi. Yes, so sorry. Thank you guys so much, and I know I’m waiting just to the end. Alright, so I’m part of a plastic surgery practice, and one of the big things, especially for, like, my very loyal patients, is sometimes having flash sales. I used to be able to do it with Podium, but I kind of got rid of them, and I’ve been wondering if Simplast is able to do that.

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Jourdain Artz: Where I’d be able to say, hey, thank you so much for being a loyal customer. For the next 48 hours, we’ve given you this credit you’d be able to use on either our MedSpot services or something else, and provide them with a link via text message so that they would be able to buy right then.

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Jessica Wisner: Absolutely. Yeah, our CRM.

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Jourdain Artz: I’d love your opinion on that, and then, yeah, I haven’t seen Simplast be able to do that yet, so I’m trying to…

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Jessica Wisner: see if that’s possible. Yeah, so that’s definitely something through the CRM that you could do. SimpleS CRM can definitely support that type of thing, and that’s what I’d put you with the CRM strategist. So, same thing, I mean, it’s the same concept as Podium. SimpleS CRM is literally, you know, the same thing.

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Jessica Wisner: So yeah, you could do that, and you can create segments. I mean, that’s one of the beautiful things about Simplast CRM, is unlike other platforms, it is fully integrated with Simplast.

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Jessica Wisner: And they’re constantly talking to each other, so you get, anytime someone comes in for an appointment, it auto-tags them. When they complete an appointment, when they complete a purchase, it is gonna keep those tags and segments live for you continuously.

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Jessica Wisner: You know, it’s just a quick configuration that we do, and then, you’ll be able to target them at any time, and you can, you can…

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Jessica Wisner: segment to your heart’s delight and target those people that, you know, have the biggest spending, as well as ones that are coming in for specific services, if you want them to get to reschedule, or rebook or, you know, those types of things. So yeah, definitely that’s a CRM thing, and I think Get Kudos does do a couple of those things as well.

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Izhak Musli: Yeah, we have, like, the automatic reminders, if patients were not there for X amount of times, if they have already an incentive that is about to expire, we’re reminding them as well.

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Izhak Musli: And we also can do the push. We don’t do it as a blast, we do it more on the individuals, because we want to identify the very specific ones that you want to bring over, and then you can activate for them what we call special incentive.

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Izhak Musli: Which can be incentive, literally, for everything. So, some people use the special incentive for patients to show them that they post before and after, or leave them a Google review, for example, or all the way to have an office event and want to make sure that more people show up, or more people spend money, or even for something like that, like a flash sale, you are now here, and do stuff like that, so…

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Jourdain Artz: Gotcha, because I have some plus CRM, and I haven’t been able to find that feature or use it yet, so hopefully I can do that.

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Jessica Wisner: Let me find who your CRM strategist is, and we’ll get you with them to get that set up, and, you know, strategize how you want to do that, and…

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Jourdain Artz: Thank you.

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Jessica Wisner: Yeah, so, and then, you had also asked about the patient summary. That AI patient summary is… that’s part of the AI module, so as long as it’s turned on for your cloud, and I’ll follow up on that as well for you. You should be able to see that and run that, and then it literally scans the entirety of the patient file and will summarize everything for you.

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Jessica Wisner: So, and we’re actually… we’re brewing up a couple of other AI features where you can just ask questions of the patient file, so that is… that is coming soon. Isaac, I haven’t shown that to you yet, but…

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Izhak Musli: I wanna see that.

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Jessica Wisner: Currently in early development, and it is amazing how it works. So, I think, actually, Dr. Williams of Tri-Valley Plastic Surgery is doing a speech demoing that at Plastic Surgery, the Meeting next month. So, yeah.

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Jessica Wisner: Should be good. So, thanks for coming on, I so appreciate it.

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Jourdain Artz: Thank you all for your time.

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Jessica Wisner: Yes, no, thank you. This has been so fun. I know this is the first of many, where Isaac and I are gonna just talk shop. I mean, we may just come on sometime and just be like, floor is yours, tell us what you want to know. And we will talk your ears off for days. So, but I can’t thank you guys enough for being here, especially late on a Wednesday night.

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Jessica Wisner: Really great crowd. Ronnie will be emailing this to you,

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Jessica Wisner: as soon as it’s ready, obviously we gotta process it a little bit, but you’ll get the link back to the recording so that you can do that. And then, if you have follow-ups, we’ll make sure that you also get contact information for both Simplast and GetCudos.

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Jessica Wisner: So if you want to get in touch with Isaac, or myself, or anyone on our teams, we are happy to speak with you guys directly as well, for any follow-up questions that you might have.

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Jessica Wisner: So…

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Izhak Musli: Again, thank you so much, everyone. We appreciate the opportunity also to share and talk.

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Jessica Wisner: Yeah, it’s a great, great platform, and I… I love this topic, and I love what you’ve built, and, you know, I really love how, you know, we’ve continued to stay connected even after you left Simplast and went on to your next adventure.

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Jessica Wisner: serial entrepreneur, but I absolutely love hanging out with you, Isaac. Thank you so much for all of your knowledge that you share all the time. And then I’m just gonna give another shameless plug, while we’re here for 4S in Fort Lauderdale in December. Absolutely the best business-building conference in the industry. And I will shout it from the rooftops every time, so…

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Izhak Musli: Thank you so much. Appreciate it, everybody.

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Jessica Wisner: Everyone, have a great night, thanks for being here.