Growing a successful clinic

I read somewhere, and you guys can correct me if I'm wrong, but the average revenue for skincare is around 2% to 7%. And I know that you've invested a lot of time and energy in this space, and I believe you've got a 30% increase in that number. How are you doing that? For exactly how we've mentioned, right? So I think firstly, it's a sampling. A lot of clinics are not sampling because they fail to see the return because they're not tracking it, and then they're not leveraging the marketing opportunity there, right? So we have those aha moments. So I'm like, are you sampling? Oh, no, we don't really. Okay, well, did you know in Dapple you can track that?

And then at the five-day mark, have an SMS and go, hey, Suzie, how did you find that number two product? How did you find the serum? Would you like to purchase that? And it's also just enablement, right? Clinics will come to us and they'll go, look, we've got a Shopify, we've got an e-commerce store. I'll go, that's great. But can I just ask, who are you targeting here? Is it your existing patient base or are you genuinely establishing a new go-to-market brand in the way?

And I think, so to your point about skincare, it's often seen as sort of a nice to have. Skincare is treatment. The quality of the cosmeceuticals that we have available to us now in the industry is extraordinary. It is treatment. It's so crucially important for the patient's outcome in terms of the longevity of the treatments that they have in the clinic, and also just basically the efficacy, how well that treatment, the results of that treatment.

It's really important. But from a business perspective, it is crucially important for profitability. Yeah. It's profit without time. We're such in this time for money in terms of clinics, but this is adding to that without actually outlaying anything extra. And often principals will say to me, yes, but if they spend on product, they won't spend on treatment. Yeah. Do you ever see that? It is absolutely not true. Patients will always purchase the treatments, regardless of how much money they spend on product, they will always still purchase your treatments.

Yeah. But they're buying product anyway. Absolutely. The average woman who is accessing aesthetic treatments is using about five to six products on her skin every day. Yeah. You do it anyway. She's just not buying it from you. You want to capture that share of spend. Yeah. And get her the best results for as long as possible, which is the ones you control. Valuable. Yeah. I want to go back, Luke. I want to circle back. You spoke about sort of the marketing side of things and sort of capturing leads. What's that process within Dapple? Do we know if someone's clicking on a website or they're booking in with us through Instagram on Facebook, are we capturing where that's coming from?

Oh, 100%. Yeah. So look, firstly, being clinic owners, and we know with our customers now, the cost to acquire a patient, a customer, is so high. Yeah. And we also spend a lot of money on paid advertising, be it on Meta, be it on StackAdapt, be it on web, et cetera. And the pain point has always been, which channel is working? Yeah. And you've never had the ability. You've got Google Analytics.

What metrics are even good? Yeah. Yeah. What is good? What's good? And you know, you have Google Analytics that will tell you, okay, they booked, booked, but like, did that customer become one of my VIPs? Did they become my top? Yeah. What did they spend? What did they see to make them click on it? And after they booked that, what else did they do? Yeah. You've got no idea. And then what we've also seen is with all these channels I articulated, right? You've got patients messaging on any channel. What we usually see is we've got founders or we've got the owners, you know, using Instagram at any time of day, getting people booked in. And it also becomes really hard to track. Well, okay, Suzie messaged me or Joe messaged me at 11 o'clock on a Saturday with a general question. I should follow up with him, but I've got to remember.

So what we brought into Dapple too is lead management. So we're really good at booking someone in, but where we haven't yet solved till now is visualising and tracking leads before they become a patient, before they book, where are they at? So with our lead feature now, we can actually track the whole lead life cycle from just an inquiry through to intent through to booking. And you can use our automations to track all that. What's more is we've got web tracking. Now, why do we do that? It's to actually understand, you know, where are patients coming from when they book?

Are they coming from paid advertising? What campaign? What are they engaging in? Yeah. Now, Suzie, I want to go back and talk about sort of some of the more sort of clinical features to help run your business. I know you had an active role in the KPI and reporting features that sit within Dapple that specifically links, I guess, into your advisory business with HT&K. Okay. What, I know there's a KPI feature within Dapple. What are some key KPIs that sit within there? What should we know? What do businesses want to know?

Yeah. So, I mean, in our reporting, we give you a dashboard, which is kind of Suzie said, you must look at this. This is an important number. Look at this number. So we've got it. We've got that in our overview, but then we also have the ability to select from up to 40 different KPIs. Now, KPIs is really about setting essentially a target that you need to hit and then where am I at with that? Now, you can set a KPI on a company-wide level, on a location level and on an actual clinician level as well, an individual level. Actually, a user level, not just a clinician, but also your admin team as well. So your practice manager can have KPIs, your receptionists, and also your clinicians as well as the locations, as well as the company itself.

What we do in Dapple is we give you 40-odd KPIs you can choose from. There are really five that really resonate with what... And you should start with, right? Absolutely. Really basic stuff for your clinician. For me, it would be a revenue target if appropriate, not always, but a revenue, revenue KPI. It would be skincare percentage of revenue just because that's so important to patient outcomes. Obviously to the business as well, but to patient outcomes that they are linking the right skincare, what they do every day with the treatments that they're having in clinic. Absolutely. Completing the circle of care.

Absolutely. So skincare percentage of revenue, rebooking, so important that we rebook our patients. In Dapple, one of those very powerful KPIs is treatment plan adoption. Yes. So that's me saying from the cohort of patients that you have seen, how many of those patients are on an active treatment plan? And that really speaks to, are we creating journeys with these patients? Or are we just simply waiting for the patient to pop back in when they're ready?

Which is, you know, what kind of clinic do you want to be? Yeah. So treatment plan adoption is the other one. And then you can have utilisation as well, but really those, you know, rebooking, revenue, oh no, I forgot the most important one, average visit value. Okay. So they're the five. So now I understand that I have a retention issue. Now what? Yeah. What do I do? Or if I have like a consultation conversions is one that almost no one looks at, yet it's the most important metric given how much you spend to procure that client.

And what is that? What is a consultation conversion? A conversion is a consultation, when we have a consultation, obviously a new client, is a conversion to a forward booking. So not a booking on the day necessarily. Some people would say that's a conversion. I don't when I'm doing this as a metric. It's conversion to a forward booking because we're creating the journey. We're trying to retain the patient and drive frequency. If you're just looking for a treatment on the day, well then, you know, different to maybe a volume space clinic. If you want to create a journey and have a, have a maximize the opportunity every patient presents to you, then you need to convert that patient onto a treatment plan.

So what I'm, the action that I'm looking for on the metric that we're looking for is consultation conversion to treatment. And in Dapple, you can do consultation conversion to treatment, but also to skincare as well. But the conversion to treatment is such an important metric. Now, globally, it sits around 55%, which is appalling. And the other feature I'm really excited about is growth plays, bringing growth plays in. So talk us through that. What is a growth play?

So I think, let me think how we describe this. So growth plays, firstly, AI has come a long way now. And maybe, you know, I'm an engineer by heart, aka I'm a big nerd, but I always like to think too, there's AI available in engineering space and in technology space that really is different to what the general public's exposed to. There's some amazing capabilities there. So what we've chosen to do is harness some of that and bring that into your database. Okay. So if we think about a database of a clinic, there is a lot of opportunity hiding there, but you just don't see it because you're in it every day. And you don't know your blind spots. You don't know what you're doing that maybe the clinic up the road is doing. So what we're doing in growth plays is telling you really, how do you grow your clinic out of a database you've got? Because a lot of clinics go, you know what? I need to grow.

I need to go get more patients. Well, yes, that's partly right. But the database you've got. So growth plays every single month, you'll go into the DappleOS advisor feature, which is a new feature in Dapple. And you'll go into there and you'll see growth plays. And we will serve up two for that month plays, which will help drive more revenue. And we look across everything. We look at history, trends, what are those patients doing? What are they missing? I'll give you an example.

One clinic was doing biostimulators, right? And they were missing the second treatment. They had all this treatment planning set up. They had all these automations, but they had patients missing the second treatment and no treatment planning accounted for that, nor was their marketing set up to catch that. Growth plays identified that and said, hey, you should set up an automation pathway that makes sure they come back for their second bioremodeling treatment. This was very particular.

And if you do this, this is a revenue uplift you would see. Oh, it's really specific. Very, like you'll get very detailed for your clinic, membership opportunities, things that even if you've got an amazing marketing team, you may just not see because you can't look at all this data. In that advisor feature too, we also look at your configuration. What are you not using or what could you be using more of?

Oh, I see within the system. There's so much in the system. So coming on board the system is often a staged approach. And so we want to make sure that every single one of our clients on Dapple has the opportunity to get that full value realisation. And sometimes people opt not to do something because operationally it doesn't work for their clinic, but sometimes not. It's just, I don't know. I haven't got to it yet. And so our customer success team are very focused on value realisation for their clients. But in addition to that, we also tell you what features you're using or underusing and where those opportunities and what the uplift would be if you started using them.

So tangibly, because it understands your data, it can tell you that. So very, very clever. I think that's probably my favourite feature coming up. And I'm going to shift focus here. I know there's a little bit of an elephant in the room in regards to the aesthetic industry from a compliance space. I know that that's got a few people scared and it's definitely changing. And I think there's a lot of confusion around the compliance piece at the moment. Can you talk us through what that looks like for businesses and how Dapple really handles that compliance piece? I think the first thing, look, having owned a clinic as well, and obviously, you know, myself and Chris, we've received an Ahpra letter. It's terrifying.

Even worse, we were like a year into business and we were on a holiday, actually. Oh, that would have ruined it. We're actually sitting in a pool when it came through. And that whole day turned to... Oh, your whole holiday is terrible. We were so stressed. So I definitely feel that pain and also it's your livelihood, right? Like, you know, that was our only clinic at the time. That was our income stream.

Talking about compliance, Van, I like to mindset shift. And we've talked about this a lot. Compliance is a competitive advantage. It is an advantage. Yeah. I think the issue has been, but clinics want to be compliant, but you're really having a balance. I'm running a business. I'm needing to essentially make money and I'm needing to make sure I make money to pay my team. And I'm also needing to be efficient. And when you're then also trying to balance compliance, you're having to pick two out of those three. What we've tried to do with Dapple is make you don't need to pick. It just happens.

Compliance happens. It happens. And then you feel safe, you feel secure, and it's a competitive...