OPUL began as a payments platform for the aesthetics industry. Our primary customers have always been medical practices primarily catering to aesthetic and dermatology needs (derm offices, plastic surgeons, and med spas). But what started as a simple POS or payments platform evolved into a first of its kind relational commerce platform that combines seamless payment solutions, business insights, and white label loyalty solutions for aesthetic practices.
The main goal for OPUL for the past year has been to uncover how we can enable practices to build lasting patient loyalty and relationships. This project is a direct result of that initiative.
The Problem
Existing solution: One of the ways in which we had done that in the past was through treatment-based-subscriptions. It allowed patients to subscribe to a treatment that would normally cost a lot of money, and make smaller monthly payments towards their "subscription wallet" at the practice. Most practices would also offer their patients a discount for subscribing to treatments.
The issue: While the idea was sound, we quickly found that in reality patients would need to subscribe to 2-3 treatments at a time along with a couple of retail products in order to achieve the desired outcome. Also, patient needs were always evolving, so while they may want a particular treatment one month, they may want something completely different the next month.
This meant practices needed to manage multiple subscriptions at varying treatment frequencies per patient which made it incredibly difficult to track movement of funds, especially if there was a refund involved. It also gave the patients the perception of being too rigid.
The Goals
I along with another designer and a PM were tasked with coming up with a new solution. The goals were:
- For the practice, it should be able to generate recurring revenue and patient loyalty
- For the patient, it was that they should be able to break their treatment into smaller payments, leading to better treatment adherence and outcomes
- Internally for Revance, it was an opportunity to identify a new source of revenue and data collection.
Digging Deeper
Introducing – Aesthetic Memberships (MVP)
After testing four unique concepts with several patients, providers, and internal stakeholders, we decided to launch a much simpler solution – aesthetic memberships. Memberships are treatment agnostic, meaning patients pay the monthly amount set by the practice and can redeem the accrued funds for any products or services at the practice.
Membership Setup Screens
Patient Enrollment Screens
The Memberships feature is set to launch in November of 2022. Stay tuned for updates on metrics!
