What separates the two kinds of open house
The one that fills a room has a public invite, a giveaway, a tray of food and a sign-up sheet. People come, look, leave, and the front desk spends the next week chasing a list of names with no context. The one that pays has a segment and a reason to come that is specific to it. It has a provider at a consult table, a deposit link on every phone and a next appointment booked before anyone picks up a glass. The room is a means; the calendar for the next six weeks is the point.
Invite from segments, not the whole list
- Due or overdue: patients whose last treatment puts them inside the comeback window on the date. They were going to book anyway; the event gives them a reason to do it now.
- One-treatment patients: neurotoxin patients who have never had filler, facial regulars who have never had a laser. The invite is about trying the second thing, with the provider there to answer questions.
- Members: first access and a chair for a friend.
- Lapsed beyond a year, with marketing consent on record: a shorter note from the provider, one question, and the link. Then stop.
- Everyone else, and the public, only once the chairs you can serve are spoken for.
The night has three jobs: consult, book, review
- Consult: a provider at a table with a tablet, taking a short consult, writing a plan and sending it to the booking station. Not selling; planning.
- Book: the front desk with the calendar open, booking the plan into appointments, taking the deposit, applying any event offer to the deposit and not to the whole list.
- Review: ask by text that evening, from the provider, only patients you have treated before, and not from a station in the room. A cluster of reviews from one place in one hour can be filtered; check the platform's current policy.
Why the offer applies only on the night
The event's offer applies only to appointments booked that night with a deposit. That one rule separates the two kinds of open house. A patient who says they will think about it pays the same as everyone else next week, so the reason to book is the night itself. The deposit is applied to the treatment. The chair count for the next six weeks is set from the providers' throughput, and the front desk does not take a name without a date.
Who does what, before, during and after
| When | Task | Owner | Timing |
|---|---|---|---|
| Before | Export the list, build the segments, write one invite per segment with the provider | Owner and provider | Three weeks out |
| Before | Send the invites in sequence, reply to every response the same hour, take deposits | Front desk | Two weeks out to the day before |
| During | Run the consult and booking stations; nobody leaves without a date or a reason. Review requests go by text that evening, only to patients treated before | Provider, front desk, owner | The event |
| After | Confirmations to everyone who booked; a message from the provider to everyone who came and did not | Front desk | Next morning |
| After | Second follow-up to the non-bookers with two open times; then stop | Front desk | Day four |
| After | Count bookings, deposits, reviews and revenue against a normal day in the same chairs | Owner | Day seven and day forty-five |
The follow-up for the people who did not book
Everyone who came and did not book gets a message the next morning from the provider they talked to, naming the treatment they asked about and offering two times. A second message on day four with the chairs left. Then stop. Three messages to a patient who came to your practice and chose not to book is the limit; the fourth turns a warm visitor into someone who ignores you. Log every reply against the patient record so the next event's segment is smarter than this one's.
How to measure the event against a normal day
- Write down, before the event, what the chairs used that evening earn on a normal evening, and how many bookings a normal week produces.
- Count the deposits and the appointments booked on the night, by segment.
- At day forty-five, count the appointments that were kept, the revenue from them, the reviews posted and the lapsed patients who came back.
- Subtract the normal evening. What is left is what the open house earned, and the number that decides whether you run another.
What to do next
NorthCore's Win at events solution builds the segments, the invite and follow-up sequence in the provider's voice and the deposit link, and reports the open house against a normal day. Scoped in writing and covered by the promise on this site: results in 90 days, or we keep working until you have them.
