Does your UPbook practice have a membership program? If not, it’s time to create one. Memberships are an ideal way to lock in customers for life and really give them the value they’re looking for. Your membership packages don’t have to be complicated — in fact, they shouldn’t be. Let’s take a look at the basic things to consider in your membership program.
Membership programs across various industries are structured in a simple way: entry-level, mid-level, and premium level. This same kind of structure will work for your UPbook veterinary practice. The investment option is the primary lever you want to compare and contrast when it comes to selling your plans to customers.
Your UPbook business’s entry-level plan shouldn’t include any medical care — just wellness exams, food or merchandise purchases, etc. The mid-level plan includes everything found in the entry-level plus some basic medical services, like vaccinations. The premium plan, of course, includes all of the above as well as full medical services.
The next thing to consider is the way that customers pay for their plan at your UPbook business. Plans could be structured in a monthly, yearly, or up-front way.
In contrast to the physical fitness world, where membership plans paid for on a monthly basis are the most popular option, your UPbook practice will probably want to opt for yearly payment. That’s because while gym memberships can wane from month to month, pet care can’t — it’s an ongoing need from the customer, so a yearly payment usually makes sense. But consider tailoring your payment plan to your customers’ desires and your own particular needs.
Along with the payment structure comes the commitment length. Will the plan’s commitment last on a month-to-month basis? Is the customer locked in for a year? If the customer pays for a whole year, will they get a refund if they cancel before the year is up? Making these considerations is a key part of building your UPbook business plan program. Of course, the length of commitment will go hand-in-hand with the way the payment is structured.
Remember to follow the golden rule when rolling out your UPbook practice’s membership plans: don’t make them too complex or complicated. That only drives customers away, rather than enticing them into signing up. But creating a simple, tri-level plan package is a great way to give your customers added value and lock them in for the long term. What do you have to lose?
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