Eternity Health Partners
Hormone Replacement Therapy / Membership Model Clinic
How We Helped Eternity Health Partners Grow From $1M/Year To $4M/Year In 4 Years
Overview
Eternity Health Partners is a boutique concierge functional medicine practice in Santa Barbara, CA that specializes in:
- Hormone Replacement Therapy
- Peptide Therapy
- Sexual Health
- Regenerative Medicine
- Weight Loss
- Functional Medicine
This husband and wife duo had successfully built a million dollar a year business, but they were stuck, and the business was completely dependent on them, all 100 active members had direct access to the owner’s cell phone…
We helped set up proper tracking first. Then recruited, hired, and properly compensated the right people. Then we set up systems to help them acquire and retain members consistently without them being dependent on Mike to sell or retain.
The Challenge
When Randee and Mike first came to us, they were frustrated with being stuck, and struggled prioritizing what the business needed most. New customers, or Retaining existing customers.
- The business was completely dependent on the owners, Randee & Mike
- Front desk was reluctant to make outbound calls to new patients and members
- They did not have any tracking in place to make accurate decisions
- Did not have a mapped out customer journey to deliver exceptional value to members
- Retention was not being tracked, and patients were churning as fast as they were enrolling
- Recruiting and training was time consuming
The Results
Over the last 4 years, we have grown from $1m/year to $4m/year and removed both Randee & Mike from the day to day operations of the business.
- We have recruited, hired, and built compensation plans for the following positions:
- Office Manager
- Client Service Coordinator
- New Patient Coordinator
- Full Time In Person Doctor
- Full Time Telehealth Doctor
- Accounts Manager
- 60 New Patient Inbound calls per month
- 40 New Website Leads per month
- Accurate tracking of KPI’s in the business so they can make decisions swiftly without letting problems grow
- We have built a hands free cash cow business that Randee & Mike can TRULY EXIT
$1M/ Year To $4M/Year
250 Active Members @ $1000 per month average
NO PAID ADS!! Just SEO and Exceptional Customer Service
Our Approach
1.Clinic Audit
The first step in working with Eternity Health Partners was a deep audit of their business, marketing, and patient acquisition processes.
We reviewed:
- Revenue opportunities they were missing
- Intake and booking processes
- Website and content strategy
- Patient retention and customer journey
- Advertising and marketing effectiveness
Eternity knew that consistent enrollment was their issue, It was impossible for Mike to sell and retain at the same time, and retention was taking up all of his time. We started working with the receptionist at the front desk at the time, to help ease the load of patient communication on Mike’s plate, but the increased work load and demands was too much for her to handle.
This is very common, when a person becomes comfortable in a role doing the minimum, introducing more work with an incentive plan for performance will typically scare them away. In the long run this is the best case scenario, they probably were not a good fit to grow with the business anyway.
We hired a new girl named Lauren who had some experience, we gave her the systems, we trained her, we got all new clients and current clients communicating through her, she became Mike’s assistant and protege allowing her to answer client questions and creating duplication in the business.
We also moved all new and existing client communication to a CRM, so that there could be visibility on all communications, and it took a ton of pressure and notifications off of Mike’s cell phone. Then we started tracking things very attentively.
We reviewed:
- New leads per month
- Total members
- New memberships sold
- New a la carte programs sold
- New appointments attended per month
- New inbound calls per month
- Members churned
- New appointments booked per month
Knowing all of these numbers allows you to make VERY clear decisions on EXACTLY what needs to be done in the business. It became clear we had stabilized things where they were at, and we hired someone to handle the lead volume we were able to create. Now there was a Client service coordinator, to retain members, and a Patient care coordinator to schedule new ones. We were ready to grow.
2. SEO & Organic Growth
We love SEO for this type of practice because the patients are chronic researchers. They are spending hours online trying to find the newest and best thing for their health.
Key actions:
- Built a blog content strategy focused on patient education and conversion.
- Optimized service pages for high-intent local search queries.
- Implemented Google Business Profile best practices to improve local visibility.
- Programmatic Directory Model SEO.
SEO Growth & Revenue Impact:
- Start Date: January 1, 2024
- Beginning Organic Traffic (Google Search Console): 80 visitors/month
- Current Organic Traffic (Google Search Console): 1000+ visitors/month
- New organic members generated: 140 new @ $1000/month each
- Revenue attributed to SEO: $1.7M/Year in memberships from last 12 months
Strategically written blogs:
Why Are My Cash-Pay Clinic’s Paid Ads Losing Money Even Though They’re Generating Leads? (The Two Fixes That Added $5M Across Three Clinics)
What Do the Cash-Pay Clinics That Generate the Most New Patients Actually Do Differently? (Lessons From 75,000 Leads and 20,000 New Patients Across 37 Clinics)
How Do You Diversify a Weight-Loss Clinic’s Paid Ads Across Google and Social So One Platform Can’t Sink Your Lead Flow?
How Do You Run a Monthly Performance Scorecard and Know When to Pivot at a Peptide and Hormone Membership Clinic?
What Does the Month-by-Month TRT Patient Journey Look Like That Retains Members for Years?
What Does a Free-Consultation Email Sequence That Launches a New Regenerative Service Look Like?
4. The Ultimate Patient Journey
Next, we wanted to make sure that all of these new patients we were acquiring, would stay for a very long time. So we mapped out 19 months of their journey. When to reach out, what to say, why to reach out, and who should be doing it.
We have since automated most of these messages, but you need to write it out and do it manually first so you make sure you are building the right thing.
- This process is often very overlooked, many clinics are usually just focused on how many members they can acquire and front end acquisition metrics like cost to acquire a customer and cost per lead etc.
- When you know for sure that patients will stay with you for 18+ months, and they will spend $1000 per month with you... you know they will spend close to $20,000 with your practice. When you know these patients will spend this much with your practice, making the choice to pay your team WELL to retain these patients and give them exceptional customer service, is much easier.
5. Recruiting
Next, it was time to recruit and hire a full time telehealth provider so we could continue to deliver exceptional care to our patients, and be able to service patients in more states. We built a recruiting funnel through indeed that looks something like this. Indeed ad > quiz application > scheduling calendar > Video Interview > Video interview 2 > job offer or rejection. We have hired 4 doctors in 4 years through this funnel and it has greatly reduced stress and dependency on a provider.
The above outline could be used to analyze most membership model practices today.
- Increase your prices
- Teach your team to retain customers for a long time
- Recruit good people and pay them well
- Teach your team to retain customers for a long time
The Results
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