Repeat treatments: How to maintain a loyal clientele
Success in cosmetic medicine isn’t just about attracting new clients—it’s primarily about retaining existing ones. A loyal client base ensures a stable practice, generates word-of-mouth recommendations, and provides a steady stream of repeat treatments. But how do you make sure clients keep coming back?
Loyalty isn’t automatic; it requires a mix of personal attention, setting realistic expectations, strategic communication, and above all: delivering more than expected. In this article, we’ll explore how to build trust, encourage repeat treatments, and measure and improve client loyalty.
Set a concrete goal: aim for 80% retention and keep improving
How effective are you at retaining clients? A strong practice aims for a retention rate of 80% or higher. This means that at least 8 out of 10 clients return for a follow-up treatment within a given period.
This figure isn’t a final target—it’s a challenge to continually improve. Ask yourself:
How many clients return within 6–12 months?
What are the main reasons clients drop off?
What actions can I take to increase my retention by 5%?
Small optimisations in communication, treatment experience, and aftercare can make a big difference.
The three pillars of client loyalty
Loyalty develops when a client feels valued and understood. You build this trust on three levels:
Social report: Create an authentic connection. Listen actively, show genuine interest, and remember details from previous treatments and personal preferences. A client should feel welcome and heard.
Content alignment: Discuss realistic expectations. A good consultation isn’t just about selling a treatment—it’s about building trust and creating a personalised treatment plan.
Technical excellence: The treatment should be comfortable, with results that exceed expectations. This includes minimal swelling, a natural appearance, and a pleasant overall experience. A positive treatment experience increases the likelihood of repeat visits and referrals.
Overdeliver: give your clients more than they expect
The key to building a loyal client base isn’t just achieving good results—it’s creating an experience that exceeds expectations.
Make accessibility and service a priority, for example by offering flexible appointment times and clear communication. Where possible, provide guarantees or a touch-up service so clients feel supported if they have questions. When a client leaves your clinic thinking, “That was better than I expected!”, you don’t just have a satisfied client—you have an ambassador who will recommend your practice.
Challenge yourself: Name three ways you could improve the client experience.
Gather feedback: Ask everyone leaving the clinic, “How would you rate your visit today?”
Set a standard: Clients deserve to feel like they’re getting a 9+ experience.
Communication skills: the importance of a strong consultation
A good consultation is key to building client loyalty. The ultimate goal of every consultation? To arrange the next appointment without it feeling forced.
How can you improve your consultation skills?
Structured conversation: Start with an open question (“What brings you in today?”), listen actively, and summarise.
Managing expectations: Clearly explain what the client can expect in terms of results, side effects, and how long the effects will last.
Building rapport: Tailor your communication to the client. Use body language and show understanding.
Call to action without pressure: End with a natural next step: “Most clients like to book their next appointment now to stay on track for a touch-up. Shall I schedule that for you?”
Communication training can be hugely helpful in refining your consultation skills. The better you guide a conversation, the higher the chance of repeat treatments and satisfied clients.
How to measure and optimise client loyalty
What gets measured, gets improved. Use data to gain insight into client behaviour and identify areas for improvement.
Retention rate: What percentage of your clients book a new appointment within 6 months? And within 12 months? Aim for 80% or higher.
Average time between treatments: Analyse how long it takes for a client to return and optimise accordingly.
Client feedback (reviews and surveys): Actively request feedback and analyse Google reviews and client satisfaction surveys.
Referrals: Track how many new clients come through existing clients. A loyal client is often your best ambassador.
Measuring performance effectively in our industry is simple with software like Clinicminds, especially when combined with a Power BI dashboard.
Email marketing: a smart strategy for repeat treatments
A well-designed email flow can gently remind clients about follow-up treatments and keep them engaged with your clinic.
Aftercare & education: Send an email after a treatment with care tips and what clients can expect in terms of results.
Reminder emails: Send a reminder 3–6 months later for a touch-up. Use personalised content such as, “It’s been five months since your last Botox treatment—would you like to schedule a touch-up?”
Exclusive offers: Reward loyal clients with VIP treatments, discounts, or a complimentary skin analysis.
Newsletters with updates: Keep clients informed about new treatments, trends, and clinic news to strengthen engagement.
Birthday emails: A personalised greeting with a small discount or gift boosts client connection.
From one-time client to loyal customer
A loyal client base doesn’t develop by chance—it’s built through a combination of strong client relationships, clear communication, technical excellence, and the strategic use of data and email marketing.
By offering clients not just a treatment, but a complete experience, you increase the likelihood of repeat treatments and word-of-mouth recommendations. Want to know how your clinic is performing and where growth opportunities lie?
Looking for advice for your clinic? Book a call to find out more.
The impact of client loyalty on lifetime value
A loyal client is worth their weight in gold. Suppose a client pays an average of £250 per treatment and comes back 2.5 times per year—this generates £625 annually. With an average client relationship of 3.6 years, that amounts to a lifetime value (LTV) of £2,250. If you extend that relationship to 7 years, the LTV rises to £4,375, and over 10 years it reaches £6,250.
With an average treatment cost of £330, the LTV increases to £3,300, £6,600, and £9,900 respectively. This shows that investing in retention—through excellent service, personalised follow-ups, and thoughtful communication—can have a huge financial impact on your clinic.
Based on this data, you can set a marketing budget per new client (CPA). Want to attract new clients from just £3–4 each for your clinic? Book a call to find out more.
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