Why a public post is the wrong first move
A public post reaches everyone who has never trusted you with a needle and almost nobody who has. The questions it generates land on the front desk, which has not seen the treatment done yet and has no answer for the downtime or who is a candidate. The chairs for the first week stay empty while the comments fill up. Your existing patients, the ones who would have said yes in a sentence, find out at the same time as strangers, and the launch reads as a sale instead of an invitation.
The segment most likely to say yes
Every record system can export a patient with their last visit, their treatments and their provider. From that export, build one list for this launch, in this order.
- Patients who already buy the adjacent treatment. Launching a new skin device: your facial and peel regulars. A new injectable: your neurotoxin and filler patients. A wellness service: your IV and weight-loss patients.
- Patients who asked. Search the notes and the inbox for anyone who asked whether you do it. They are the first ten names.
- Members. They have already decided to spend with you monthly; a founding offer is a reason to use the credit.
- Patients due for a visit anyway. A comeback message with the new treatment in it does two jobs.
- Everyone else waits for the public launch. A patient who ignored the last three messages is not improved by a fourth.
The pre-sell sequence, day by day
- Day one: the announcement to the segment, from the provider, by text and email. What the treatment is, who it is for, and that the first week is for existing patients only.
- Day three: the founding offer explained. Not a price in the message: the reason it is worth being first, what the first visit includes, and that a deposit holds a chair. Pricing lives on the page.
- Day five: deposits open. One link that takes the deposit and books one of the first week's chairs. Hold the chair count to what the provider can do in week one with a new protocol. Refund the deposit in full if the provider decides at the consult that the treatment is not right for them, and say so on the page; confirm the deposit terms with counsel.
- Day eight: a reply from the provider to everyone who opened and did not book, with the chairs left and one answer to the question you heard most.
- Day twelve: the public post, with the first week already booked and the front desk's answers ready.
One page and one keyword carry every message
The treatment needs one page before the first message goes out. On it: what it is, who it is for, what a first visit involves, and the provider who does it. Also the founding offer, pricing where you choose to show it, and the deposit link. Every message points to that page and nowhere else. Give the launch a one-word DM keyword. Anyone who comments or messages the word gets the page and the deposit link back in seconds, during a treatment or at 10 pm, without a person at the desk. The keyword is what turns the eventual public post into bookings instead of comments.
What happens each week
| Week | What happens | What is done by Friday |
|---|---|---|
| Week one | Export the list, build the segment, write the page, set the deposit link and the keyword | Page live, segment loaded, provider has approved every message |
| Week two | Announce to the segment, explain the founding offer, open deposits | First week's chairs held with deposits |
| Week three | Provider replies to the openers, the public post goes out, the keyword answers the comments | Second week's chairs filling from the public |
| Week four | First visits happen, next visit booked before they leave, the review asked for when the result shows, timed to the treatment | Rebooking rate on the dashboard |
What to measure
- Deposits taken, by day, against the chairs you opened. This is the launch's first number, and you have it before the public knows.
- First-week bookings, split by segment, so you learn which group says yes to new treatments and invite them first next time.
- Rebooking after the first visit: how many booked the next visit before they left. A new treatment that does not rebook is an event, not a service line.
- Bookings in the two weeks after the public post, by keyword, so the post is measured in chairs and not in likes.
How to do this on Monday
- Export every patient with last visit, treatments and provider.
- Filter to the adjacent-treatment patients, the askers and the members. That is the segment.
- Write the page and the five messages with the provider, in the provider's words.
- Set the deposit link, the chair count and the keyword. Send the first message Tuesday.
What to do next
NorthCore's Launch a treatment solution builds the segment, the pre-sell sequence in the provider's voice and the keyword that answers around the clock, and reports deposits and rebookings on one page. Scoped in writing and covered by the promise on this site: results in 90 days, or we keep working until you have them.
