Jay Abraham Case Study #185
From: Doc Clinic
To: Jay Abraham
Sent: Friday, August 02, 2002 2:01 PM
Jay,
The following is one example of great success that we achieved just using one simple idea and concept that you have taught us.
One facet of our medical practice is focused on weight loss. In the past, the holiday months of November and December have pretty much been abysmal. Nothing we tried to increase new patients or restart previous patients on the program seemed to work during these months. Regardless of the amount of advertising we committed the numbers basically stayed unchanged.
This past year however, that changed. I was reminded of your lifetime value of a client concept and a particular story where you had suggested a company give their entire 1st sales profit to the salesman for bringing long-term high lifetime value customers to the business.
That idea coupled with a wonderful reminder of the value of current and previous client values gave me the following concept.
Normally, when a patient restarts the weight loss program we give them a slight discount off the weight work-up which is our initial testing. A patient, not over their lifetime, but just over a single weight loss time period, will generally spend anywhere from 6 to 20 times that amount.
So to all of our past patients that had not been in the last year we mailed a letter explaining to them how much we missed seeing them as a patient and how much we would like to work with them and help them if they needed us. Also within the letter, we offered to give them the work-up free if they needed to get back started losing weight with us.
The results were excellent! We had a 13% response to the letter, and saw a 100% increase in our number of restarts in November and a 400% increase in our restarts in the month of December. This led not only to an increase in these months, but we saw a number of our best patients return to start the program and continue for up to 5 months. We saw a ten-fold return on the investment we made in giving the service away free and mailing the letters, and this led to a 38% increase in our collections for December which has historically been our weakest month.
This statement is true and provable and you have my permission to use my testimonial in your promotional and marketing endeavors.