How do I set up a Referral Programme?

Often, businesses focus their marketing efforts on social media, Google and above-the-line marketing, but many overlook the power of referrals.

A successful referral programme can amplify the voices of your advocates, accelerate your business growth AND improve loyalty and retention.

Here are 5 things to consider when creating a referral programme for your business:

1. Identify Your Champions

Not all patients make great advocates…particularly in aesthetics.

Some are private and quiet, with very small networks. Some are unwilling to share that they have treatments. 

Others may be loud and proud about the treatments they have, but don’t represent your ‘ideal client’. They could actually alienate the exact type of patient you’re trying to attract.

TIP: Take a look at your patient list. Shortlist those who:

• you feel represent you, your brand and ethos

• are well networked - not necessarily on social media, but ‘in real life’

• are happy to share that they have aesthetic treatments

2. Understand What Motivates Them 

Some people will recommend you with, or without, a reward. Other will do so more often/louder if there’s something in it for them.

TIP: Find out what would motivate them to recommend you

• A simple “Thank You!”

• A discount

• A free treatment

3. Referral > Revenue > Reward 

There’s little point implementing a referral scheme that has ZERO impact on your revenue.

Offering a reward for someone mentioning you is NOT a great idea. Offering a reward when a new patient books in for a treatment off the back of a referral IS. Ensure you’ve drilled down the commercials of any reward programme.

TIP: A good referral programme links the REFERRAL to REVENUE before the REWARD is given. Only once your business has benefitted from the referral should the reward be redeemed.

4. Keep It Simple

Devise your referral scheme with simplicity in mind.

“Recommend me to a friend and get 10% off your next treatment when they book in for a treatment.”

Articulate it clearly and share it with the patients you feel will be great advocates.

Track it when new patients book in. Reward referrers accordingly.

TIP: Patients can add the name of their referrer to their booking notes. You can note this on the patient summaries & reward as necessary.

5. Review Your ROI

Keep track of how much your referral scheme costs and how effective it is at generating new patients and revenue.

TIP: Time your marketing of your referral programme ahead of times where your clinic is quieter. School holidays, January and February are typically times where clinics are a little quieter.

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Terms & Conditions

• Each referral (where the new practitioner has completed a free trial & subscribes) results in the referrer being given one month’s subscription for free.

• The subscription payment holiday is initiated automatically for the month following the start of the referred practitioners subscription.

• The total number of free months is determined by the total number of referrals which result in a new practitioner subscribing.

• There is no limit to the number of referrals/months free a GlowdayPRO subscribing practitioner can have.