Plan B Business
Healthcare

Stop trading one-off treatments
for membership-driven recurring revenue.

We work with med spa owners doing $165K-$3.3M in annual revenue who are tired of building a treatment pipeline from scratch every month. Our monthly engagement, no minimum term works toward 40%+ membership revenue, 5x LTV, and a practice that compounds. How fast it moves depends on how seriously you work the plan - what you will see from the first meeting is exactly what is holding the business back.

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Industry Reality

8 patterns we see in most medical spas

85%
how often we see it

Treatment-by-treatment economics with no recurring revenue

Root cause: All revenue is from one-time treatments. Every month starts at zero. No predictable cash flow.

What we do: 3-tier membership model ($199/$399/$799 per month). Targets 40%+ of monthly revenue from recurring members within 12 months.

75%
how often we see it

Patient acquisition cost rising 30%+ YoY

Root cause: Heavy reliance on Meta Ads + Google Ads with no retention engine. Acquired patients don't come back.

What we do: Member-first acquisition: leads convert to memberships before single treatments. CAC payback in 60 days, not 180.

70%
how often we see it

Treatment menu has 30+ services, none truly profitable

Root cause: Owner-injector loves variety. But equipment ROI calcs were never done. Half the menu loses money on margin.

What we do: Treatment profitability audit. Drop bottom 30% of menu. Concentrate on the 5-7 highest-margin services.

80%
how often we see it

Solo-injector bottleneck (revenue tied to one person's hours)

Root cause: Owner is the only injector. When they're sick or on vacation, revenue stops.

What we do: Hire and train second injector. Build dual-column productivity. Target: owner-injector clinical hours from 36 to 24 within 9 months.

80%
how often we see it

Less than 50 Google reviews with 4.6 average

Root cause: No systematic review request process. Med spa relies on word-of-mouth + paid ads.

What we do: Post-treatment SMS review request flow. Target 200+ reviews at 4.8+ within 12 months.

70%
how often we see it

No B2B revenue stream (corporate events, wedding parties)

Root cause: 100% retail B2C model. Misses the $5K-$25K transactions from B2B events.

What we do: Develop corporate partnership tier (wellness benefits packages) + wedding event packages. Targets 15-25% B2B revenue mix within 18 months.

65%
how often we see it

Compliance and regulatory pressure (state-by-state)

Root cause: Med spa rules vary dramatically by state. Owners not staying current.

What we do: Quarterly compliance audit with state-specific medical director relationship review. (Note: we don't provide legal/medical compliance - we connect you with state-licensed advisors.)

60%
how often we see it

Injector retention crisis (60%+ annual turnover)

Root cause: Below-market base + no commission structure + no career path = injectors leave for chains offering 30%+ commission.

What we do: Hybrid comp structure: base + 25% commission on injectables + retention bonuses. Defined progression from injector → senior → director of clinical operations.

Benchmarks

The numbers we aim at

These are the targets we work toward in an engagement - a bar to measure against, not an average anyone measured for you.

KPITypical starting pointPlan B target12-month goal
% revenue from recurring memberships5-15%40%+32-48%
Patient LTV (over 5 years)$2,000$12,000+$9K-$14K
Treatments per active patient/year2.15.5+4.2-5.8
Equipment utilization (laser, RF, etc.)30-45%75%+65-80%
Google reviews count30-60200+150-250
Owner-injector weekly hours45-55<3026-34
% B2B revenue (corporate, events)0-5%20%+12-22%
Engagement Model

What working with us looks like

  1. 01

    Month 1: Treatment & financial deep-dive

    We audit your treatment menu (margin per service), your patient acquisition funnel, your retention dynamics, and your team comp structure. You leave with a written 90-day operating plan.

  2. 02

    Months 2-3: Membership engine + review flywheel

    We launch your 3-tier membership model with existing patients first (warm conversion ~30-40%). We deploy the post-treatment review request system. KPI dashboards go live.

  3. 03

    Months 4-6: Operational leverage

    We help you hire and onboard your second injector. We rebuild the treatment menu (drop the bottom 30%). We launch your B2B corporate partnership program with 3-5 local pilot accounts.

  4. 04

    Months 7-12: Compounding + freedom

    Membership base hits 30-40% of revenue. Owner-injector hours drop. We shift to monthly cadence. By month 12, the practice runs on systems and a team - not on you. Owner gets a real life back.

Common questions from medical spas owners

What size med spa is this for?−
Sweet spot: $165K-$3.3M in annual revenue with 1-3 injectors - the same band our Hebrew site states in shekels. Below it there are three ways in, not none: the academy at $33/month, the $365 paid diagnostic and B-Start at $365/month - plus business-plan work for an owner who has not opened yet. Above it you usually need COO-level clinical and operations leadership in-house rather than an outside partner. It is a guide, not a gate - ask and we will tell you straight.
Do you work with single-location or multi-location med spas?+
Both. Multi-location adds three specific complications - standardization across sites, a P&L per location instead of one blended number, and marketing that has to serve catchments that are not the same - and all three are explicitly in scope. The method does not change between one site and four. What changes is how much of it has to be written down rather than carried in the owner head.
We're 95% Botox/filler. Should we diversify?+
Probably yes, but cautiously. Injectables are your highest-margin services. The risk: you're at the mercy of one supplier (Allergan, Galderma) and one demographic trend. We help you add 2-3 complementary services (laser, body contouring) that share patients without diluting margins.
How does the membership model actually work?+
Three tiers, typically: Essentials ($199/mo - 1 facial + 10% off injectables), Premium ($399/mo - 2 services + 15% off + priority booking), VIP ($799/mo - quarterly injectables credit + 20% off + concierge). Members commit to 12 months. Average member spends 2.5x non-member annual spend.
What if my injector turnover keeps killing momentum?+
Injector retention is the #1 systemic issue in med spas. We don't promise to fix it overnight - we build the compensation structure, career path, and culture that drops turnover from 60% to <20% over 12 months. Your first hire under our model is the proving ground.
Who does the work - you or your team?+
Ligal Frish and Eitan Eshtemaker - the two co-founders. You won't be passed off to junior associates. We're the people you spoke with on the call.
What's your fee structure?+
Situation Room: $365 one-time. B-Grow: $1,430/month (most engagements). B-Beyond: $2,750/month (multi-location or fast-scale operations). No minimum term and no notice period - you can end it at any time.
Do you handle marketing campaigns?+
We handle strategy, positioning, funnel structure, and offer development. We don't run ad campaigns ourselves. We partner with vetted ad agencies if you don't have one, but the execution is theirs - we're the strategic operator.
What if we're not in the US?+
We work with med spas across US, Canada, UK, and Australia. The methodology adapts. State-specific compliance is on you and your local advisors - we focus on growth strategy and operations.

Stop trading treatments for time.

30-minute strategy call. We'll diagnose your top 2 levers and tell you if we're a fit. No pitch. No pressure.

Book My Free Strategy Call