78% → 92%
Members kept a year · Membership and concierge practices
The members who left quietly
Every inquiry should become a member, and every member should stay.
A composite, built from membership practices like yours. Not a named client.
- The problem, $400,000 a year, Fees lost to members who leave
- The project, SBK rebuilds sign-up, routine requests and renewal so members join fast and stay.
- The outcome, 92%, Members kept a year
The quarterly numbers came in. Forty new members. Thirty-eight cancellations. The doctor read through the names of everyone who left. Not one of them had been called before they canceled. Several hadn't booked a visit in months.
Picture a membership practice with two doctors and 900 members, each paying $2,000 a year. Inquiries came by web form and phone, and the doctors returned calls at night. One inquiry in five became a member. Joining meant paper forms and a card read over the phone. Each doctor replied to every text and refill request personally. Nobody watched which members had gone quiet. The practice found out at renewal, when the card was canceled.
What SBK rebuilt
SBK mapped the path from first inquiry to renewal. The quiet departures cost the most. Members who left without a call took about $400,000 a year in fees with them. The rebuild puts a reply in front of every inquiry within the hour, with a link to meet the doctor. Joining moved online, with card and forms in one step. Routine requests like refills and forms run on their own and reach the doctor only when they need judgment. Members who go quiet are flagged weeks before renewal, and the doctor calls them.
What moved
Two in five inquiries became members, double the old rate. 92% of members stayed the year, up from 78%. Each doctor could care for 600 members instead of 450. Admin fell from 15 hours a week to 4. The doctors got their evenings back.
| Measure | Before | After |
|---|---|---|
| Inquiries who join | 1 in 5 | 2 in 5 |
| Members kept a year | 78% | 92% |
| Members per doctor | 450 | 600 |
| Admin hours a week | 15 | 4 |
A problem like this one?
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