Plan B Business
Healthcare

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

We work with med spa owners doing $1M-$8M in annual revenue who are tired of building a treatment pipeline from scratch every month. Our 12-month engagement gets you to 40%+ membership revenue, 5x LTV, and a practice that compounds.

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Industry Reality

8 patterns we see in >70% of medical spas

85%
frequency

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%
frequency

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%
frequency

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%
frequency

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. Owner-injector reduces clinical hours from 36 to 24 within 9 months.

80%
frequency

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%
frequency

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%
frequency

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%
frequency

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 hit

KPIMarket avgPlan B targetAfter 12 mo
% 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: $1M-$8M annual revenue with 1-3 injectors. Below $1M, you're still building the foundation. Above $8M, you typically need full-time COO-level leadership in-house, not fractional advisory.
Do you work with single-location or multi-location med spas?+
Both. We've worked with solo med spas and 4-location groups. Multi-location adds complexity around standardization, P&L by location, and shared marketing - which we explicitly support.
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?+
Diagnostic: $1,500 one-time. Advisor: $3,500/month (most engagements, 6-12 month minimum). Partner: $8,500+/month (multi-location or fast-scale operations).
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