B2C Loyalty
Overview
A loyalty program built for aesthetics patients that didn’t just sound good on paper—but actually worked in real life. Patients could earn and use points for treatments and products, while practices got reimbursed (and rewarded) for driving more volume through tier based incentives. I led product across the patient app, practice portal, and internal tooling.
Problem(s)
Before we got involved, the existing "loyalty" program was… let’s just say, generous to a fault. It relied on gift card PINs and an email "claiming" system, which made it clunky for patients—and way too easy to game for practices. Some were handing out rewards like candy by spinning up fake accounts, and keeping it for themselves.
There was zero incentive alignment and even less trust in the data. Our challenge? Build a program that felt rewarding, couldn’t be cheated, and actually helped the business grow.
Approach
We pitched a new idea: a real loyalty platform, built around point balances, discount reimbursements for the practice, and tight guardrails to keep everything above board.
To kill off the fake accounts, we switched to verified phone numbers as our unique ID. And to make sure practices didn’t hand out rewards they hadn’t earned, we introduced inventory tracking based on their actual product orders. Fraud prevention became a feature, not an afterthought.
We also interviewed users on both sides—patients and practices—to make sure the new experience was something people actually wanted to use (and not curse at).
Build
A web app where patients could check their points, redeem for treatments or physical products, and see their visit history.
A business portal for practices to award points, apply discounts, track transactions/inventory, and get reimbursed.
Internal tools for reporting, creating reimbursements, and keeping an eye out for shady behavior.
We layered in a tiered incentive model: the more product a practice bought, the more perks they unlocked—like extra rewards, better reimbursement rates, and even visibility boosts elsewhere in the ecosystem.
Result
When we migrated accounts from the old system, we found out over 30% were fake based on phone number validations and eliminating accounts using the same phone number. (Shocking… but not really.)
Patient engagement (based on completed visits) tripled compared to the old gift card setup.
Reimbursement distributions hit a million dollars per month.
Top-tier practices increased product purchases by up to 30%.
Our support team spent way less time putting out fires—ticket volume dropped by ~40%.
Over 500,000 patients and 3,500 accounts are enrolled today.
Lesson(s)
When you align incentives the right way, everyone wins—patients, providers, and the business (manufacturer). This was my first time seeing how much fraud can exist in a system that wasn’t built for scale, and how powerful it is to solve for trust, usability, and compliance at the same time.
Also: if your loyalty program is basically an honor/trust system, you’re gonna have a bad time.