Aesthetic Membership & Loyalty Programs: How to Build Recurring Revenue That Reduces Patient Acquisition Cost

Don Adeesha (Host) Don Adeesha (Host)

Whatever we want.

Line in… Right.

Okay.

Hmm.

Right. So, good evening, everyone, and welcome to the Business of Aesthetics expert panel. I'm your host for this session, Dan Disha, and tonight we are talking about aesthetic memberships and loyalty programs.

Specifically, how to build recurring revenue that reduces the pressure and cost of constant new patient acquisition.

This is a very practical conversation. We're going to look at why more practices are not using memberships well, what a strong program should include, and how to price it without undervaluing your practice.

And of course, how to launch, retain, and grow over time. Now, a quick housekeeping note.

Before we begin, first, yes, we are recording. You will receive a replay link after the session. However, let's not make that too…

Do not let that make you passive, because the real value is happening right here, right now, live. Use the Q&A button for any specific questions you may have for the panelists, and you can use the chat for conversations.

Amongst your colleagues here, I'll have my eyes on both the feeds, and we'll weave in your thoughts as we go along.

And tonight's…

panel is proudly sponsored by EcoMarketing, the marketing growth partner, trusted by over more than 500 healthcare practices.

Including aesthetic industry leaders across North America and beyond for over 15 years. Now, the CEO of Echo Marketing is the very same co-founder of the business of aesthetics community, Naren Arulraja.

And, ECWA helps practices in three very practical areas. First, SEO and visibility, helping ideal patients find you across Google, local discovery, and secondly, conversion-focused websites, turning visitors in

into consultation requests with messaging that builds confidence. And thirdly, content and social authority

Helping patients trust the practice before they ever book.

The first appointment.

And we got a quick tip here from our team at ECWA. This slide sets up a

good, tension for tonight, which is predictable monthly revenue gives the practice stability. The steady flow of new patients give that practice

room to grow. So, memberships help with the stability size.

by increasing lifetime value and reducing pressure of constant acquisition, but the program still needs the right patients to find it, trust it, and choose it. So, that is why visibility, trust, and conversion matter so much in this conversation. A membership program is not just a billing idea, it's a patient relationship strategy.

That has to be supported by the full growth engine of the practice. Now, why do I say this? Because, stick around, we have a great resource for you to figure out how you are doing on your digital side of that growth engine.

And how to really address situations that'll help you take your practice to the next level.

beyond 2026.

Right. So, like I mentioned earlier on, we're… we are going to discuss, why many practices haven't fully embraced these programs yet, membership programs, and what a strong program should include

How to think about pricing without weakening your value, and what it takes to launch and grow a program patients actually stay committed to.

With that being said, let's get to know our panelists who are going to help us.

Through this discussion.

Now, first up, we have Steve Keen, a financial consultant with Maven Financial Partners. Steve brings more than 10 years of leadership experience across health…

tech startups, hospitals, and strategic operations. Tonight, Steve is going to help us think clearly about the numbers behind membership programs, pricing, margin, retention, and whether recurring revenue is actually strengthening the practice. Steve, welcome back to the panel.

Thanks, Don, appreciate it.

Don Adeesha (Host) Don Adeesha (Host)

Right.

And then next up, we have Laura Crowley, CEO and founder of Laura Jeanette & Co. Laura is an esthetician, business consultant, and multi-business owner with more than 20 years in the field.

Laura will help us connect membership strategies to sales, team execution, marketing, and operational support that keeps the program from living only in the owner's head. Laura, welcome.

Thank you.

Thanks for having me.

Don Adeesha (Host) Don Adeesha (Host)

Fantastic.

Alright, then we have Madeline Dahl. Madeline is the aesthetic medicine growth strategist at AI Med Consult. Madeline brings more than 9 years of experience across med spa operations.

Medical aesthetics, healthcare technology, sales enablement.

and practice growth strategy. Now, Madeline will help us think through that patient journey, how membership is introduced, how it is positioned, and how practices can tell early on whether it is becoming a real growth system. Madeline, it's great to have you here on the panel.

Yes, thank you, thank you for having me.

Don Adeesha (Host) Don Adeesha (Host)

Great. Now, I'm going to stop sharing the slide deck so we can move into the live conversation.

Right. Now, my first question to you is the,

I'm having a bit of a mush mouth here tonight. Apologies.

That's alright, Don.

Don Adeesha (Host) Don Adeesha (Host)

Long day.

Don Adeesha (Host) Don Adeesha (Host)