29. Should You Have a Black Friday Deal?

November 14, 2023

Today’s question is one we visit every year – as a health and wellness professional, should you be offering Black Friday deals?

The Black Friday craze presents a unique set of challenges for healthcare providers. We strive to maintain the esteem of our professions and the value of our services all year long. The last thing we want is for our services to be seen as just another commodity to be discounted.

But, to be competitive do we need to jump on the bandwagon?

In today’s episode, we’ll explore the complexities of Black Friday within our industry. We’ll discuss the ethical considerations, the challenges, and ultimately, how we can navigate this period with integrity.

How can we offer value to our clients without undermining the very services we’ve worked so hard to perfect? How do we stay visible in a sea of sales without resorting to slashing prices?

We’ll cover:

The Pressure of Black Friday
Ethics of Black Friday Deals
Putting a Black Friday Deal Into Action

The Pressure of Black Friday

When you hear “Black Friday,” what comes to mind? Flash sales, doorbusters, and long lines? It’s a day that has become synonymous with the retail rush, a symbol of consumerism that kicks off the holiday shopping season. Retailers slash prices to lure in customers, who are all too eager to snag a deal on everything from electronics to clothing. It’s a tradition that has spilled over into almost every corner of the marketplace.

This day represents a critical period for retailers, as it is often used as an indicator of the overall health of the retail industry and consumer spending trends. For many businesses, the revenue generated during this period can be a significant portion of their annual sales.

But, as health and wellness professionals, we do not typically align with the retail industry – so why the pressure to participate?

The pressure for us to participate in Black Friday deals, despite our industry not aligning with traditional retail practices, might be attributed to a few factors:

Consumer Expectations: In an era of consumerism, the expectations that individuals have for discounts and deals extend to all areas of spending, including healthcare. When people are bombarded with Black Friday advertisements and special offers, they may begin to expect similar deals from their healthcare providers.
Market Competition: As more sectors engage in Black Friday promotions, healthcare practitioners may feel compelled to keep pace with competitors who might be offering special deals. The fear of losing clients or seeming less client-focused can drive healthcare providers to contemplate Black Friday deals.
Increased Exposure: Black Friday is a massive marketing event, and participating in it can provide increased visibility. Healthcare providers may view Black Friday as an opportunity to market their practice more broadly, reach new clients, and increase awareness of their services.
Economic Pressures: Especially in private practice, there can be significant pressure to match revenue targets and attract new clients. Offering deals, even if they don’t align perfectly with the service nature of the industry, can be seen as a short-term strategy to boost patient numbers and revenues.
Consumer Healthcare Spending: Healthcare spending is often discretionary, especially in areas like nutrition and wellness programs. During the Black Friday period, consumers may have set aside funds for such discretionary spending, and healthcare providers may attempt to capture a portion of this through promotions.
Cultural Shifts: There is a growing trend towards consumer-driven healthcare, where patients act more like traditional consumers, seeking the best value for their money. This shift encourages healthcare providers to market their services in a way that aligns with consumer habits, including participation in sales events.
Year-End Insurance Benefits: Many people have health insurance benefits that expire at the end of the year. They may be more likely to use these benefits before they run out, and Black Friday can be an opportune time for healthcare providers to remind patients to utilize their remaining benefits.

Despite these pressures, it’s crucial for you to carefully consider how to engage with Black Friday. The key is to participate in a way that maintains the integrity and perceived value of your services while also meeting client expectations for seasonal offerings.

Ethics of Black Friday Deals

Participation in discount-driven events raises some ethical considerations:

Devaluing Professional Services

When we decide to offer Black Friday deals, we might inadvertently send a message that our services are overpriced to begin with or that their value fluctuates based on seasonality, which can undermine the perceived quality and integrity of our work.

Unlike retail products, our services encompass the expertise, time, and personalized care of our profession. These aspects are not easily quantifiable into a discount model without potential detriment to how they are valued by patients and clients.

Client Comfort and Trust

Clients seek healthcare services for solutions to deeply personal and sometimes sensitive issues. Encountering a “sale” on these services can create discomfort or even distrust. It might lead clients to wonder if corners are being cut or if the service will be less thorough due to the discounted price. The relationship between you and a client is built on trust and professionalism, which can be compromised when financial incentives appear to overshadow personalized care.

Navigating the Waters of Promotions

It is not uncommon for us to feel the pressure to join in on Black Friday promotions due to the surge in consumer spending. However, there is a fine line between offering genuine value and appearing to commoditize your expertise. Any promotional strategy should be carefully considered, ensuring that it aligns with your professional ethos in your practice and maintains the dignity and respect of your services.

Adding Value

There are ethical ways to participate in the season’s spirit without compromising on your values. For example, rather than cutting prices, you can bundle services, offer complimentary wellness checks, or provide free educational resources. These actions can enhance the patient experience and offer genuine value while preserving the integrity of your service. We’ll discuss a few of these options today.

It is no surprise I’m talking about this again as it is a message I speak about often on this podcast and within our community. Adding value is the best medicine for a thriving practice, whether it’s Black Friday or next Tuesday.

Your focus for any Black Friday promotion should be on adding value in ways that enhance the patient-provider relationship and uphold the high standards of your profession. The ultimate goal should be to reinforce the worth of your practice’s services without succumbing to the pressure of retail discounting, thus preserving the esteem and trust that are the foundations of any thriving practice.

Adding value instead of cutting costs involves enhancing the existing service portfolio to provide more comprehensive, educational, and personalized care. It reinforces the message that your practice is invested in your clients’ long-term health and wellness. By focusing on value addition, you can maintain your professional integrity and support your clients through meaningful engagement that extends far beyond the seasonal discount frenzy.

Here are some recommendations for putting this into action:

Innovative Value Addition

Complimentary wellness check-ups focusing on seasonal health issues.
Free nutritional planning session to kick off the new year [this will be a lead generator for future sessions].
Access to a private webinar on health and wellness trends relevant to your niche.
A month of digital meal planning services specific to your niche.

Enhancing Patient Education

Recipe Pack ebook on healthy holiday recipes for niche-specific dietary needs.
Series of short cooking videos with content from you on maintaining nutrition during the winter – these can be delivered as a special email series.
Monthly/Weekly newsletter [if you do not already offer one] featuring meal planning tips utilizing seasonal foods.

Value-Added Services

Free blood sugar screening post-holidays [for bricks-and-mortar practices] – you could also add CGM services to your practice.
An additional 15-minute Q&A session post-consultation.
Complimentary body composition analysis with any nutrition consultation [[for bricks-and-mortar practices] – if you are virtual you can calculate RMR.

Exclusive Access or Content

Members-only live stream discussing the latest research on vitamin D and immune health.
Early access to booking preferred or expanded appointment times.
Exclusive podcast episodes or emails on patient success stories and health transformations.

Nutrition Challenges

I saved the best for last here as I think this could be one of the most powerful responses to a Black Friday promotion. It aligns with our practice integrity AND offers value in a way that competes with others in the wellness space.

A “challenge” usually refers to a short-term event where participants are motivated to achieve specific health goals through a series of tasks or activities. The challenge will not be as comprehensive as a course – it should be short and focus on one problem or pain point your ideal client has and the experience should provide a quick, measurable win.

The clinical purpose of a challenge is often to create a focused and supportive environment where individuals can kickstart their health journey, whether it’s improving their diet, increasing their physical activity, or cultivating better wellness habits.

The business purpose is to attract new clients and serve the ones you have to increase client satisfaction. In my opinion, a challenge hits all the marks of a solid promotion this time of year, extending opportunities into the new year.

Don’t get overwhelmed by the idea that you have to provide a premium course experience using an LMS [learning management system] – if you use one or have an EHR that enables you to deliver your challenge this way, great. But it’s not necessary.

Here are some delivery options for you to consider:

Two-Week Intensive Course Challenge:

Structured as a series of daily lessons and activities.
Delivered via a dedicated course platform with interactive elements like quizzes and forums.

Email Series Challenge:

A daily or weekly challenge is sent directly to participants’ inboxes.
May include daily goals, educational content, and motivational messages.

Live One-Week Challenge:

Real-time interaction with participants through live streams or webinars.
Daily check-ins and support through a pop-up Facebook group or chat app.

EHR App-Based Challenge:

Utilize your EHR app to deliver daily challenges, track progress, and offer support.
Interactive features like push notifications to remind and motivate users.

Social Media Challenge:

Utilize platforms like Instagram or Facebook for daily challenge posts and live engagement.
Participants can share their journey using specific hashtags for community building.

Printable PDF Challenge:

A downloadable challenge plan that participants can print and follow.
Can include a calendar of daily tasks, recipes, and tracking sheets.

Hybrid Challenge:

A combination of live events, digital content delivery, and physical challenge kits or workbooks.
Participants can choose how to engage with the challenge materials.

One-Day Immersive Workshop Challenge:

An intensive workshop that jumpstarts a longer challenge period.
Followed by less frequent check-ins for progress updates and support.

Each type of delivery method offers unique advantages, whether it’s the convenience of an email series, the engagement of live sessions, or the comprehensive nature of a course. Select a format that aligns with what your capacity is then tailor the challenge to the preferred engagement methods of your target audience. This will increase participation and success rates. For example, if your clients are not so tech-savvy, then an email challenge might be the best place to start.

Your Content Cure for This Week

Your Content Cure for this week is a conceptual framework that can help you decide on the focus and delivery method for your nutrition challenge. It is structured as a cheat sheet, which you can fill out to guide your planning process.

>> DOWNLOAD YOUR RESOURCES HERE<<

Key Takeaway

The pressure of Black Friday deals in the health and wellness industry is the ethical dilemma faced by healthcare providers. While there are several reasons why healthcare practitioners might feel pressured to participate in Black Friday promotions, it is essential to navigate these challenges with integrity and professionalism.

By focusing on adding value rather than participating in discount-driven promotions, healthcare providers can maintain their professional integrity, uphold client trust, and ensure the long-term success of their practice.